"Thanks to the digital age, today's buyers can research, select and purchase their products without getting you involved in the decision. You won't even know they were buying. Everything shifted. Your choices: shift, too—or get left in the past. We all know that people buy because of their perceptions. Today's perceptions are created through the Internet and word of mouth. You no longer have tight control over the way your market sees your business, the information that is available about you or the buzz about your brand. Marketing, the way we've always done it, doesn't work anymore."