Most of today’s marketing and advertising models fail to engage with consumers, who, as a result, are becoming less brand-loyal and more trusting of each other. A shift in thinking and approach is critical in order for any size business to compete in this new business economy. An emphasis on “connectivity” and “relationship building” is more important than ever for business growth and survival.

The marketing mindset must move to one that shifts from:

• Pushing messages to nurturing consumer connection

• Talking to listening

• Shifting innovation from the top-down to the bottom-up

• Creating pull interactions

• Designing campaigns to facilitating conversations

• Ownership to experience

It is predicted over the next five years, traditional marketing and advertising will become obsolete. Those who embrace connecting with consumer communities and eventually becoming an integral part of them by weaving communities into their products and services and business practices, will be the winners in creating businesses that cultivate consumers and employees into partners and brand loyalists.

Are you beginning to chart a new course for the way you market your business?

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