The actions of e-branding and content marketing to improve consumer relationships

The way of doing marketing has substantially changed in the digital age.This change represented the direct consequence of a technological revolutionthat has led to a radical change in the way in which consumers relate toproducts, companies and markets. Among the most evident manifestations ofsuch process the figure of the cyber consumer emerges, which is characterizedby the desire to express the uniqueness through the personalization of productsor services one buys, the brands being uses and researched information. Eventhe prices are often established by the consumer, on the basis of the willingnessto pay and the value he attributes to individual goods. The above-mentionedconditions have highlighted the inadequacy of traditional marketingmethodologies, focused on the company rather than the consumer and votedfor a generally unilateral communication, in responding effectively to theseneeds. Today, consumers want to maintain transparent relationships withcompanies through two-way communication, expertly nourished withinformation and entertainment content and open to external input.The paper's goal is to discuss how internet-related tools can improvemarketing content. What are the actions, to be put in place, to improve themarketing and communication in order to achieve a better relationship withthe customer. Tools such as digital marketing, e-brand, storytelling, etc., aretools to improve relationships with customers by building a relationship thatlasts over time.