Marketing has come a long way since Mad Men. The internet has changed the game for good, and how we communicate has had to change with it. Now, if you want to reach an audience, it's not enough to have a slick marketing campaign—you need to be prepared to put in some time and energy at the level of individuals.
Forget the days when businesses talked only to other businesses—now what you see is a matrix of interactions between individuals talking directly to each other. This might seem like a small change, but it has huge implications for your developer marketing strategy.
Influential people are often holding more power than influential brands. We see examples of this every day. A good example is Elon Musk. He has over 760 thousand more followers on Twitter than his business does—even though Tesla is a multi-billion dollar corporation and Musk is, well, a person. Hideo Kojima has three million followers on Twitter; his own company, Kojima Productions, which he founded and named after himself, has 438 thousand followers. And these numbers are only getting bigger as time goes on.