The rise of digital technology put marketers in a bind. No longer a captive audience, consumers were splitting their time across devices, social networks and websites.

Social enables word of mouth at an unprecedented scale. Its most powerful effect, through reviews and recommendations, is to put product quality and value for money as the key to success in commerce. Social brings a level of transparency that prevents marketers from advertising their way to success without underlying product quality.

Without doubt there is a higher energy that is always leading us and guiding us. The popular idea of God though is a human invention. It has been created by the creators and marketers of religion to control a large mass of people easily. Which is why we are always raised to be God-fearing. But why would the creator want to scare us? Creation is benevolent, compassionate, loving and empathetic. Every aspect of creation oozes and personifies these qualities. So, treating your God as your friend is a great approach. At the end of the day, the higher energy powering the Universe is also powering us and keeping us alive. Being friends with that energy, trusting that energy to lead you, guide you, is a simple, uncomplicated, way to live.

Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.

Brands must empower their community to be change agents in their own right. To that end they need to take on a mentoring role. This means the brand provides the tools techniques and strategies for their customers to become more effective marketers in achieving their own goals.