The new world of social media not only demands greater honesty from organizations but also more openness and interaction. The sending of one-way messages is proving increasingly ineffective. It may create awareness, but it doesn't lead to a positive relationship with customers. And when customers sense manipulation, they become distrustful.

To cope with these developments, twenty-first-century marketing needs to look at the world from the point of view of the customer, with the attitude: "We seek to understand your problems and help solve them with our offerings." They need to understand the customer's story and continuously evolve their offerings to meet their customers' needs ...

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