For many years, marketing aimed to pitch a product or service. Regardless of the medium, your marketing approach was to tell the audience your product was the best. Laundry soap, toothpaste, soda, cars, etc., were all marketed the same way.
But marketing has changed dramatically since the invention of the internet. It has allowed companies to reach out to potential customers on a more personal level. The goal is no longer to sell your product right off the bat but to help customers in meaningful ways so that they see your product or service as the best solution to their problem.