“These sites were advertising to me, not building a relationship with me. They were luring me in with one-way messages, not educating me about the companies’
As David Meerman says, the main focus in marketing is not about selling products anymore, but about educating and helping the consumer make a better choice. In order to do that, marketing resources have been greatly enriched with the digital era thanks to blogs, news releases, videos or social media, creating powerful social networks and sources of information and opinion.
At the same time, touch points with the product and participation have multiply. In traditional marketing, the touch point product-consumer only happens at the end of the process and in a one single way (only the company speaks to the consumer). However, digital marketing enables multiple touch points thought all of the process from conception of the idea, production, final product, so the chances to meet and engage with the product are much bigger.