Dave Friedman goes On the Record...Online with Eric Schwartzman about the relationship between digital and traditional media, the future of interactive marketing and the fate of journalism. Throughout his career, Dave Friedman, president of the world's largest interactive marketing agency, has helped retailers and consumer products firms understand how to leverage technology and marketing to build stronger relationships between brands and customers. His background combines the disciplines of consulting and marketing to create deep insight into the behavior of the digital consumer. Friedman received a BA from Cornell University and MBA from the University of Chicago Graduate School of Business. SHOW NOTES: 05:49 - Friedman describes the varying interactive marketing, advertising and social media services provided by Avenue A | Razorfish and says whether or not his company is a threat to traditional media. 09:37 - The growing popularity of holism in interactive marketing and how this affects the way the media researches corporations. 11:10 - Revolutionizing online engagement: why companies should release content on other Web-based venues. 13:15 - Friedman on the changing nature of peer to peer advertising and the importance of joining large-scale digital conversations online. 15:13 - The Avenue A | Razorfish strategy for building an online client base and the two most important things to remember when engaging clients in the internet social sphere. 19:47 - Which benefits the online user more, SEO or social intelligence? The ethics and potential success of these disparate means for sifting through and finding information online. 23:54 - The radical shift in vision surrounding online marketing communications and the importance of planning ahead when building a website. 26:58 - Friedman offers his thoughts on the fate of the journalist and how Avenue A | Razorfish can help these professionals move into the 21st century. 28:33 - The symbiotic relationship between physical product and online experience and how big corporations like AT&T are redefining themselves in the digital arena through interactive marketing communications in order to increase consumer loyalty. 35:45 - End.