The traditional marketing department of a corporate giant is tasked to win new customers and increase consumption of its products. Their approach is one of interruption mass marketing using TV ads, magazine adverts, YouTube mandatory video ads, banner ads, pop ups, pop unders, sponsored ads, billboards and catalogues. The basic philosophy is; interrupt as many people as possible as many times as possible with flashy ads and big bold statements and claims, the tradition was a majority of these people will buy.
The digital revolution has given birth to a new way of doing business and a new economy, an economy that rates trust and connection above shares and cash. It’s this new economy that is paving the way for a new type of marketing, one that provides information of real value among its communities and tribes that points the way to products and services that offer something more than hype.