Over the last decade, the ongoing technological development has led us to become immersed into a world more and more tied up to internet usage. Last year in Italy, more than 16 million smartphones were sold. Those devices have mobile internet access, video, camera and audio recording devices. Whether we like it or not, we are all on stage all the time; anyone can snap a picture, record a video, or post a Tweet online about a brand.
Customers interact with companies through the Internet; there is the opportunity to have a positive or negative branding experience. Armed with their smartphone or camera, in seconds they will tell the world the truth or just their opinion of what you are really about. We can no longer claim to be one thing in public and another in private, as with one click or one Tweet, the world can see our true brand identity.
The world has changed: ‘always on’ brands require a new way of thinking to engage and manage their consumers.
Communia is a leading full-service web marketing co
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