The rules have and keep changing, the solution is no longer with counted exceptions a mass marketing approach, traditional media and specially tv advertisement can still work, the question is, do you have the resources to share your story at the cost of prime time programming?
So the alternative is to target the people that shares your worldview, let’s say that you, like most people I know, hate mosquitoes because they are a year round plague here in Florida, and you spent the past 2 weeks doing research on new products and found the definite one, (I will write about this in 2 weeks after I try it ), so you write a blog post about this experience and you share it in sites like facebook and/or linkedin and people who also hate mosquitoes read about it and comment and what did you know, VISIT YOUR SITE and learn more on the products and services you and/or your company offer, not a bad deal don’t you think?
That will be a post that I will suggest to someone that runs an insurance business, due to our hurricane season Insurance Companies stop insuring on screen enclosures so more and more people are now looking for alternatives.
The takeaway on this one is: Generate and share interesting content targeting people that share your worldview.
Photo credit: adam*b