Effective marketing requires gaining acceptance within the target market through non-traditional means like word-of-mouth and endorsement from influencers rather than traditional advertising. Traditional advertising is becoming less effective due to cynical and media-literate audiences. The success of Sony PlayStation was achieved through building relationships with influencers and opinion formers rather than conventional advertising campaigns.

1. Effective marketing is achieved by gaining acceptance within your target market’s environment Geoff Glendenning