ABSTRACT
The digital revolution has changed and will continue to change the way in which customers expect organizations and brands to communicate with them. The advent of social media meant that customers joined in to help their fellow buyers to buy in effect doing much of the marketers work for them. The advent of social media meant that customers joined in to help their fellow buyers to buy in effect doing much of the marketers work for them. Of course, the reverse is also true, with businesses that ignore or even fight the impact of social media and the digital transformation finding it difficult to compete in the digital marketplace. The author suggests that in the digital environment, and in social media in particular, it is the customers that are marketing to other customers and to organizations and not the reverse which is true of marketing using traditional media.
