It's not that we don’t want to be marketed to at all — it’s that we don’t want to buy hype and we don’t want to be marketed “at”. We want authentic engagement.
What does authentic engagement mean? It doesn’t mean posting slick ads. It does mean going and participating in the communities where your customers are already engaged and giving them the information that they want in order to be informed consumers. You can’t “sell” them — you can only “help them buy”.
