… Advertising and marketing has changed: The way that people do their research and shop has also dramatically changed in the last 20 years since the web appeared. People research products and business before and while on the phone with the sales rep. They can get references and advice from friends on social media, find actual reviews by your customers on Yelp. As a modern marketer, you need to be aware of these online presences and manage them properly, and be aware of the power of each.