Business hasn't changed from a decade ago—it's still all about relationships. But how you build that "know, like and trust" scenario is what changes. For some, the advent of social media provided a hiding place, allowing them to network without having to network.
Read Rick Gilman's previous column, "Is Content Really King?"
Most people don't like to network or are uncomfortable doing it. Online marketing, or emarketing, is that high-tech, very orchestrated high-touch process that uses auto responders, lead capture forms and landing pages (or "squeeze pages" as they're known) to entice consumers to click on a link, complete a short form or watch a video that indicates their level of interest in what you offer.
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