The internet has empowered customers, prompting marketers to speak no more at them, but to them.
Customers are not looking at TV spots or billboards to find out about new products anymore – they now have several alternative methods for identifying, researching, comparing, and buying products and services. They’ve gotten to know brands intimately and can make their decision of whether to purchase a certain product or not based on not only the benefits of that product, but also the company’s values and principles, and how these align with what they stand for.…