Marketing is no longer a one way-street. Everything about marketing today is fluid now that consumers set the tone for the conversation. The most effective strategies are those that consider and meet change. The fluid state of technology only highlights the constantly changing relationship between people, brands, technology, and culture. Increasingly, marketers give internet users the gift of customization. People gravitate towards content that allows them to put their own touch on it. In a sea of over-saturated content, people appreciate being able to make something their own.