Steve Lesnard is a marketing expert who has a clear understanding of the world of marketing that has significantly changed. It is important to highlight that marketing is a core aspect in the world of business. There are many companies around the world that are focused on a particular market, which means that organizations have to market their products, failure to which they will be thrown out of business by other organizations.

The problem has been accelerated by the fact that there are very many substitute products that have been brought to substitute some of the traditional products that have dominated the industry for a longer period. Therefore, companies have no option but to market their products so that they can remain relevant and the better substitute products as compared to the parent product. This means counter fights and negative marketing is prevalent.

However, marketing and consumer experts such as Steve Lesnard notes that the tastes and preferences of consumers have not made it easier for the companies to market their products. Unlike before, it is difficult to predict the behavior of customers. There is extreme dynamism in the way customers think towards various products and services. Some of them are looking for tailor-made products while others are focused on expensive products and services because they have high buying potential.

Steve Lesnard notes that the emergence of digital marketing techniques is the only remaining hope that the companies can rely on if they are interested in making huge sales. Digital marketing styles are accelerated disruptions that have brought significant changes in the way companies create awareness about products and services. Organizations using traditional marketing techniques such as sales person, television, and print media marketing have no future in the revamped marketing industry.

According to Steve Lesnard, digital marketing techniques have the capacity of creating awareness about a particular product to a considerable number of people around the world. For example, a marketing message on Facebook can reach thousands of people. Modern marketing techniques are also cheap and efficient. Companies using these techniques are able to compete with other organizations and can easily get feedback from their customers.