BizSugar.com › Online Marketing › Is Community Essential to the New Marketing Paradigm?

Throughout the 20th Century, old-school marketing was primarily a one-way form of communication. Advertisers said whatever they wanted to say in an effort to persuade the public to buy. The only definitive way consumers were able to communicate what they felt about such marketing was through their spending habits; thus, ‘success’ in marketing could really only be measured by sales conversion.

But over the past decade, social media and mobile technologies have transformed the way we communicate. No longer are we the passive recipients of advertising, but interactive participants in the experience of consumerism.