The national real estate giant dropped it television  marketing campaign at the beginning of this year in favor of new digital campaigns favoring online radio and social media such as Facebook and Twitter.  Century 21 execs want to focus their efforts at maximizing the ROI and believe a transition to new media ventures will provide them with a more effective return on their investment. 

This is a growing trend among large corporations as well as small businesses.  Perhaps more interesting is the trend toward marketing campaigns that offer soft sells while providing the end user useful information.  The trend is very much affected by businesses' transition to the Internet which is almost exclusively information driven.  Good marketing strategies are following suit by offering prospective clients relevant information that's pertinent to their particular industry. 

In discussing their marketing strategy transition, Century 21 Senior Vice President of Marketing Beverly Thorne admitted that offering prospective clients information about the real estate market was more important than a hard sell or discussing the relative merits of the Century 21 sales team.

This is a huge shift in thinking and technological advances have played a huge role in making change a compelling argument.