Marketing used to be about shouting the loudest.
For about thirty years, from the 50s through the 70s that’s all you had to do.
Pepsi had to hit the spot. That’s all. And cigarettes tasted smooth, or made you feel like a real man.
And it worked. Hard to believe, but I was there, I saw it.
But no more.
People are getting good at finding the things they like. On the internet.
Now, marketing is about finding (or being found by) the people who can’t live without your product, telling them about it and making sure it really is a product they don’t want to live without. On the internet.