Digital & Social Media
Before digital media, in the age of print advertising, newspapers and TV spots, the consumer had little interaction with a brand other than to see an ad and then decide whether or not to buy. If they did need to connect to a company they would need to find the phone number and make a call. Both time and distance served as a barrier between a brand and the consumer.
Today the barriers between a company and consumer are nearly non-existent. Consumers hear about brands online, research them online, and purchase products online. And if there is a problem, they let you know online, either directly through messenger, DM, or email, or indirectly through a review or public tweet.
Your customers live online. Your brand must too.