Everything’s changed. We used to talk, as marketers, about a ‘path to purchase’. Even that thinking has necessarily developed – in the sense, no one could call this process linear any more.
What we need to do now – as brands, as marketers – is not set out a simple advertising campaign. But create a community, a convivial atmosphere. An environment where people want to spend their time. Where they grow to trust your brand, and it becomes part of their every-day lives.
This relies on building authenticity and, the oldest trick in the book, word-of-mouth. Not easy to deliver. On the other hand, it’s never been simpler!