Over the past 10 years with the advent of the Internet and Web 2.0, there has been a profound change in how business and marketing are done and how they succeed. The interconnected nature of our new world has meant a wave of change sweeping around the globe. Tried and true practices are no longer guaranteed to be effective and the new rules of the game mean adjustments across the board.
Distrust of mass media and broadband marketing has meant a shift away from TV and to customized, on-demand media streams over the internet. Near instantaneous tweets, images and videos delivered from smartphones in the hands of the average individual. Micro-segmentation, crowd-sourcing and self-publishing online now become the norm. Google's search engine makes ALL this content available to you at a click of your mouse but what information do you believe? Who do you trust? Leading to social networks, social media and trusted relationships, 1st degree relationships.
Because while the tools and technology have changed the game, the human connection of whom we believe and trust hasn't changed at all. Marketing must have a voice that rings clear and true or else it will fall on deaf ears. So the need to reality check your marketing and message has never been more important. Because your audience is more savvy and demanding than ever before, and you need to be too, Marketer... Whether you're B2B, B2C, working direct or through channels, the ability to touch and influence your audience through all this electronic chaff has never been more important.
