Marketing is a battle for the heart, the head and ultimately the client’s wallet. You enter this battle as a company by being – and remaining – relevant to the customer. Find common ground between your story and the customer’s interest. And even then, conquering the heart of the customer is difficult. Customers are becoming more and more demanding and because of large successful companies such as Coolblue, they expect personalized offers from all companies. The solution: stop selling and start building relationships.