We Social Marketers love to tell others how marketing is fundamentally changing, but what if that is not only counterproductive but also inaccurate? Clearly, something is happening in the marketing realm--traditional media is stagnating, media consumption habits are changing, individuals have access to tools that furnish mass-media-like power and reach, technology is permitting consumers to filter and limit marketing messages, trust in advertising is low, and peer-to-peer influence and communication is increasing. But what if all this isn't so much a change as a return to the norm?
