Today’s technology understands who your consumers are, where they are and what they want. We’ve reached an era where relationships with technology are much closer than ever before.

Published in 1999, The Cluetrain Manifesto argued that markets are conversations and the Internet is going to be where those conversations will take place. Changing business’ perspective, Cluetrain got people thinking about the Internet as a marketplace and how to market goods through traditional marketing and advertising within a digital space.

In the coming years, social media would take the stage and completely revolutionize digital marketing and advertising. Social media has become a market in itself, fostering conversations between all ages, genders, races, nationalities, etc. The amount of content/data being produced from the beginning of time until now is replicated every 48 hours.

Keeping consumer attention and cutting through this noise is a major challenge that companies face within their marketing strategies. This is what Gary Vaynerchuk has deemed the Context War.

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