The answer to this question is becoming increasingly difficult.

It used to be simple: whatever achieves business goals and delivers ROI. But in a world of insta-marketing and light-speed consumer decision-making, businesses have to start putting the needs of their customers alongside the needs of their business.

Companies pump exorbitant sums of money into advertising trying to give their customers what they want. They spend thousands on a beautiful looking advertising campaign only to find there is no cut-through. They think they