Description

Bernie Borges presents the case that marketers must adapt to an entire new way of marketing as a mindset. He refers to "marketing 1.0" as disruptive and interruptive. That mindset is alive but the results are on a rapid decline. "Buyers are in control now," says Bernie Borges. "They can easily ignore or filter out seller's marketing. More so, buyers turn to two sources when setting out to find a product or service they need to purchase: 1) the Internet and 2) other people's opinions." The social web allows buyers to seek out information about products and services with little influence by seller's advertising. Sellers must learn to engage buyers on their terms on the social web. Sellers must learn to build relationships with buyers early in the search process to win their trust. And, sellers must learn to be collaborators with their buyers.