From an audience perspective, digital allows the brand communication model to convert from being a monologue to a dialogue. The level of involvement required by the audience to engage with a brand, in many cases a simple click of the mouse, shrinks the gulf between interaction and offline brand perception. Well-conceived digital strategies and campaigns will push brands ever forward in the consciousness of their audience and lead to lasting adoption, advocacy and, over time, increase expectation from industries as a whole.

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