In a world of ad-blocking software and skeptical consumers, the old ways of marketing are slipping away. Instead, companies have to find a new approach. Andrew Caravella of social media management tool Sprout Social argues that brands need to connect with their customers to truly succeed. In this well-structured, clearly written overview, he provides concrete examples of direct-to-consumer companies that are doing things right.
About the Author
Andrew Caravella is vice president of global partnerships at Sprout Social, a social media management tool.