It's clear that marketing is never going to be the same. The internet has changed everything, and that change is here to stay. Rather than clinging to older ideas that may be outdated and may no longer work, companies need to accept this new reality and find out how they can leverage it for greater success. The relationship with each individual consumer is more important than it has ever been, for instance, and consumers have far more power to search out what they want. They do this on social media and through search engines, primarily. Think of it this way: Two decades ago, companies worked to get in front of consumers. Today, consumers come to them.