It may come as no surprise that there is a great change coming in the dynamics of marketing

Back in the day when you turned on your television or read a newspaper, you will likely see only a handful of products being advertised. This rarity has automatically made those products seem trustworthy.

Nowadays, however, countless products are being advertised in any number of ways. This results in the consumer being overwhelmed with advertisements. This had the unintended consequence of making capturing the consumer's attention nigh impossible.

This is because people are simply too busy to recognize and focus on all the ads surrounding them. Once at a nice hotel, I asked a few people around me reading a newspaper to name two companies with full-page advertisements in the paper. No one could remember even two.

This obliviousness is comes from the fact that consumers mostly ignore marketing unless it will meet their exact needs. Think about it, you wouldn't really care about a car ad unless you needed a new car.

This also means that traditional ways of advertising in mass media has become vastly less effective.

Let's say your company buys a tv ad. A mass of people will see it, but only a fraction of that actually wants your product. And only a fraction of those people are even willing to pay attention to your advert. Finally, only a fraction of this last set of people are actually willing to buy your product.

Imagine you are launching a new brand of over-the-counter cough medication and want to advertise. The problem is, there are already a lot of established cough medication brands out there. This means there are three obstacles to overcome.

First, you need to find people who are seeking cough medication. Second, from these people, you need to find those who are not happy with the current available products. Finally, you need to find the people who are willing to listend and then buy your product.

These current trends make it increasingly hard to reach your target customers and market your offerings