Marketing has arguably changed more than any other functional business discipline over the last 10 to 15 years. Whether you are looking for the next 1 billion consumers or users or for your next major customer, with the emergence of social media and the rise of the internet, every business can reach every consumer – all 7 billion – directly and immediately and all at once, as long as those consumers have access to the world wide web.

What does this mean? Many things – and many contradictions. For starters, marketeers know that it is easier than ever to make your offer known directly to all potential end users. They also know that it is harder for those potential end users to hear your message because of the amount of noise in the system and the heightened competition.

Watch our video below where Cora Lynn Heimer Rathbone talks through the six foundations of effective marketing:


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