Companies need to change how they communicate with markets in the digital age. As markets become more connected and informed online, the traditional "voice" of rigid mission statements and promotional brochures will seem outdated and inauthentic. Companies also cannot assume online markets are the same as those reached through television ads. To succeed, companies must realize markets now share information in conversations online and have a sense of humor. They need to engage with markets directly and learn what they want, rather than dictating to them.

1. In just a few more years, the current homogenized “voice” of business – the sound of mission statements and brochures – will seem as contrived and artificial as the language of the 18 th century French court. This means the ‘voice’ of the business – mission statements and brochures will be perceived and taken by markets as just manufactured and false. Mission statements of businesses are just created to make them believe that companies are here to provide or help them with this and that. Brochures are just for showing-off.

2. Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone. The language of pitch is the language of serious and formal talk. The language of pitch is the language of dictating to markets what should they want or need to buy. The way companies address their markets which in a boring, too serious, too strict and too stiff manner; leads to markets becoming uninterested and not believing with what they are saying.

3. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. Companies forgot that today is different, that past has already passed; changes happen. Companies did not know the concept of Internet as a tool used by markets to view everything, to get entertained, and to seek out information; companies did not know how powerful Internet can be compared to the television. Back then, television is the only mass media that people got to display ads wonderfully; but now it is a mixture of television and the Internet.

4. Companies that don’t realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity. With the Internet around, markets become powerful and connected. At the end of the day, markets learn; people get to know a lot of things and be informed. As for companies, they do not know what is really happening with their markets. Companies still treat markets as somewhat dumb and that the only thing we can do is to consume.

5. Companies can now communicate with their markets directly. If they blow it, it could be their last chance. With the help of the Internet, companies can now easily distinguish or identify what the markets likes and dislike based on their conversation in the Internet. Companies will no longer have a hard time marketing their company; making people aware about their products and services, and waste lots of time researching what the markets want.

6. Companies need to realize their markets are often laughing. At them. Laughing does not only mean the real laugh; but it also refers to markets making a joke about these companies. Markets usual ridicule a company or its product as a way to get even to those companies.

7. Companies need to lighten up and take themselves less seriously. They need to get a sense of humor. Companies did not know that it is time for them to change ways; make themselves more approachable and closer to market. Companies should know when is the time to be serious and to light up.