Businesses are struggling to hold onto the one-to-many, mass media model of communicating with customers and audiences.
They need to let it go.
Gone is the time when you could rely solely on your business doing a simple advertising and PR mix, based on placing ads, sending press releases, and working with reporters to get your message out [outbound marketing]. It used to be that customers would find your information in traditional media and then make purchase decisions based on your ads, your media stories, and your sales person’s recommendations.
They might have even checked out your website. Customers want more information than that now. They want to feel safe in their decisions. They want recommendations from other customers. And they want it instantly.
A dramatic shift toward one-to-one communication is happening. The net makes it possible. Now it’s digital first with inbound marketing. Businesses must be in the publishing business to survive.