The age of relying solely on mass mediated channels to reach an audience of prospective clients and customers is over. The fact is that people do not trust traditional advertising or formulaic sales pitches as much as they trust each other. The rise of digital connectivity and the advent of social channels is increasingly allowing people, and brands, to turn to personal networks of friends, family members and professional associates to make decisions on what products to buy or what technology platforms to integrate.
 
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