People have transformed how they consume information, research products and services, make purchasing decisions and share their views and experiences.
The customer is more in control than ever — and tunes out traditional sales and marketing messages more than ever. Yet businesses still rely on the same sales and marketing playbook they have used for more than a decade.
The good news is that marketing has changed too. The idea that people embrace marketing messages is largely foreign to most people. However the idea that they would willingly engage or even seek out a brand that not only solves their problems, but also creates a narrative that they want to be a part of is not just natural, it's a part of our daily lives.
Instead of trying to persuade us to change our lives, buy products, or use services, brands must empower people and help them to improve something about their lives or their business.
This is the new world of marketing: one where people have their needs met and their questions answered. Where marketer's goal is to provide us with information that we want, "when" we want it. Now that’s marketing we love.