Marketing used to be about “getting in front of” prospects. But in the era the empowered consumer, traditional marketing methods like advertising, direct mail, cold calling -- or just sitting around and waiting for the phone to ring -- just don't work anymore.
Today, customers are in charge. In an Internet-driven age, consumers expect to find companies on their own terms, often through a search engine, and actively seek solutions to their own problems. We live in an era of increasing buyer distrust, where everyone finds marketing “claims” suspect, or meaningless.
In this new marketing environment—where the old rules of marketing no longer apply--businesses are increasingly turning to thought leadership marketing— a marketing mindset based on earning trust, credibility and cultivating recognition as a trusted resource.