If you think about it, the rules of marketing have changed immensely with the web. As a business, no longer can you tell people how great you are without backing it up. People can review you (like I just did to a hotel I visited last week).

Which is why social media is becoming more important to marketers. Who are you more likely to believe - a company, or your friend’s review?

Tools like Facebook are bringing peers together and they can share their purchasing experiences quicker and easier than ever before.

So surely, pure marketing therefore comes from how good you actually are - from you customers perspective!