The Evolution of Virtual Marketing to improve Business Communication

To win the consumers attention, more prone to advertisement, it is essential thatcompanies interact with them.Equally important for the effectiveness of an advertising campaign is the ability to involve, amaze and entertainusers in such a way as to encourage them to talk about a brand or product, spontaneously triggering a viral wordof mouth. To achieve this, companies use different communication tool s, especially web communication anddigital marketing.Companies can choose to approach to these new phenomena, read them, understand them, interpret them,research and identify new adv antages and opportunities; then start a process of change aimed at adapting theorganization to a model that is able to fully exploit these phenomena. Or they could choose to ignore them,distance them, close their eyes, pretend they do not exist, convince themselves that they are only transitoryphenomena of a technological nature and lacking relevance for the business.The goal of the work is to verify how the viral marketing instrument can help improve and strengthen businesscommunication. In fact, by now, there are many companies that have decided to support and, in some cases,replace traditional communic ation with online communication.