Marketing is changing. As the digital age continues to unfold, the driver for consumption is shifting from the marketer to the consumer. Consumers are deciding they need a product or service and then they find it. They find it through social networks. They find it through forums, blogs, email, and podcasts. Most importantly, they find it through search.

They find it through all of these channels because the consumer builds their own trust before they consume. The trigger for consumption is shifting from the marketer “tell and sell” process to a consumer friendly “research, trust, and consume” process. Those that continue to “tell and sell” will fail. To succeed, messages need to inform, build trust, and be readily accessible. This document will focus on a facet of the latter – accessibility.

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