Today, the typical prospect no longer trusts a company at face value. It is human nature to dislike being sold to, so most executives avoid salespeople and respond poorly to sales messages.
When we want or need a service or product, we look to sources we trust and ask others for their opinions, and search for solution providers who are able to demonstrate their expertise on the field and not merely wish to push a product or a service.
For companies, the implications are huge. Traditional approaches to marketing are no longer a viable option. Customers don’t respond to campaigns, and even when there is a large market for what a company is offering, customers are just out of reach, giving one marketer reason to call traditional display advertising a ‘branding black hole.’