In this new area, the second instance of digital marketing is developed since users can talk about the brand freely. They have a very important power that before was only allowed to the media: Opinion.

Marketing techniques must then change their paradigm. If before the distributors, the media, and the producers were the ones who had the power of opinion, now the focus must shift to the user. It is able to search for what it wants thanks to the power of search engines (Google, Yahoo, Bing, etc.), and not only ask the given media if its decision is correct, it also has the possibility of reading reviews, comments and ratings from other users