In 2012, the Encyclopedia Britannica – the go-to source for information for more than 200 years – announced it would no longer print its pricey reference books. It makes sense – why pay nearly $1,400 for a set of books when Google is free?
Technology has changed the way we access information, including how we respond to advertising and marketing. We can record our favorite TV shows and skip through commercials. We can install pop-up blockers to keep pesky ads from annoying us while we’re online. And many people can’t even recall a time when they answered a “land line” and took a survey about their product preferences.
Unlike the leather-bound reference books of yore, marketing departments are still relevant. But in order to be successful, they need to learn how to transition to inbound marketing.
Via Gary Hitching