Building positive long term bridges with the consumer. Marketing the consumers needs, interests, and values.
Consumers don't care about advertising anymore, all the commercials are too transparent. Instead of trying to sell the consumers products, companies are creating ties with the consumer to make them feel special. Once the customer has an emotional connection with the product, then they can sell the product to the customer. Using social media to create meaningful online connections helps remind, and build trust with the consumer for a cheap cost.