The sell-side (those doing the selling) used to have all the advantages. What do I mean by this? The sales person came into an interaction with an unfair advantage in the form of expertise on their product and their market. The buyer had to rely on the sell-side to educate them.
Ask any marketer what it takes to effectively reach consumers in a digitized, mobilized and socialized shopping environment and undoubtedly he will say you've got to target the right consumers with the right message at the right