The development of new technologies has brought a number of changes in the media sales landscape. Brands opt for personalised marketing, using tablets or smartphones as information carriers. The previously practiced mass communication based on bombarding clients with various communication types in the hope of the message reaching the end client, is now seen as outdated and ineffective.
Today’s marketing is interactive. New media communicate with their target audience, encouraging them to share their opinion on selected products or services. As a result, the client receives only those marketing messages which relate to the services or products he is potentially interested in. Brands are well aware of their clients’ tastes and needs from the history of their mutual relationship.
Modern marketing trends have established a new type of business relationship between the seller and the buyer. No wonder that traditional sales techniques no longer generate the required results. The ability to build and maintain lasting business relationships based on trust, exchange of knowledge and experience, is a number one skill of today’s salesperson.