Instead of having to blast your content on metaphorical loudspeakers, the consumers of today see themselves as their own personal brand. They want to invite you into their inner circles on one condition: they want a company that they can identify with, that is aligned to their vision of themselves.
The rise of the internet has also led to the rise of accessible information. Almost everything is just a click away, and this has changed the game of marketing immensely. Consumers are now more aware of whats out there, and feel even more inundated by it.
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