As communication and social media technologies evolve and change, a rising trend among consumers is to create a defensive “shared bubble” of information control for themselves and their close relations. Overaggressive marketing, email spam, intrusive advertisements, and Internet scams have engendered wariness in consumers to new products or contacts outside of their existing social network. The following article describes ways that businesses and marketing can reach these consumers not through aggressive, adversarial tactics, but instead by engaging them on their ground and appealing to their specific sensibilities.

5 Ways Marketers Can Slip Into Consumers’ Social Networks

…Consumers are increasingly controlling brand engagement by opting out; restricting the influx of brand communications; and, turning to their social networks instead of brand messages for recommendations. This trend will only intensify as consumers face a rising sea of messaging, information and responsibilities. And companies will face increasing difficulty keeping up with consumers, who will adopt new technology platforms quickly and use them to further control their social experience, information flow and shopping interactions…

http://www.equities.com/news/headline-story?dt=2012-10-26&val=640437&cat=tech