The digital age and social media revolution have changed the way we consume information. Since the flow of information is no longer one-way—companies to consumers, there's a lot more on the table to look at in order to determine the true success of brands and products. It can no longer be measured by simply how many times a company's message is seen, i.e. "consumer impressions." In today's technologically savvy world, the message is then carried out by the consumers themselves through their "expressions," their interaction with a brand's content, mostly taking place online.
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