Most content is now consumed on your smartphone and/or tablet. Think video, backed up with PDF reports, interactive websites, and more.
Rather than doing only one form of marketing, for instance Facebook ads, the most successful companies integrate their digital marketing to include social media (like Facebook) coupled with video (usually on YouTube) and a devoted program of digital analytics to measure what is happening. Going by "your gut feeling" is nice, but with all due respect to your gut, it can be wrong.
I've been studying relationship marketing from a few different sources - one of which is an article from bizjournals.com. I thought their first step towards relationship marketing was an odd one....in the article they state:
"1. Fine-tune your search engine keywords and criteria
Develop strong, informative (not sales-y) content that answers the questions they are asking. Poll your sales people for what pain customers are going through. Develop a system to track customer pain points and then leverage that into solutions-based content that you deliver in educational, sometimes fun and even funny ways. We’re human beings! Be real and human."
"Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with customers and strong emotions within customers by providing them with information directly suited to their needs and interests and by promoting open communication." Basically it’s the act of being knowledgeable and helpful with sharing that knowledge - and doing it consistently. It’s also about impressing upon their emotions by selling your product or service in a way that causes them to see the “why”.