You’ll have success on the web only if you manage to get friend with your audience. That means that you have to develop a true and authentic relationship between you, the people you work with and the people who are part of your audience.

This has to happen exactly as it does in the real world. 

Knowledge, appreciation, community of interest and mutual trust are the basics on which you’ll be able to build both brand awareness and loyalty through your digital marketing communications.

Thanks to digital marketing you’ll be able to evolve from the “bowling model“, i.e. unidirectional communications (based on messages from the company towards its target audience), to the “flipper model“, i.e. multidirectional communications (based on conversations between your companies and its target audience). You’ll have to develop your listening capabilities and your readiness to learn from the comments and interactions within the community.