The document discusses the major marketing challenges faced by tourism marketers today. The changing nature of markets and marketing is leading to declining effects of traditional marketing models as customers gain more power through social media and technology. This is decreasing customer trust in brands. The right response is social media marketing that engages customers, advocates for them, and involves them in product innovation. Marketers must help customers succeed by treating them with openness and respect in order to build advocacy. They need to understand customer needs through active listening on social media and customizing their offerings to address those needs.