The Internet has indisputably become a mass media. Its use in the media mix looks irreversible and it tends to occupy a special place compared to the traditional media.
No longer content to passively submit to advertising messages, consumers have seized power over the brands by expressing themselves in blogs and forums. In this way, they have become messengers for the brands. The emergence of Web 2.0 is an expression of this transition from unilateral communication to the era of interactive communication that allows the consumer to interact with the content. This change in consumer behaviour is causing a profound questioning of the traditional relationship between the client and the brand. In a sociological context such as this, the development of interactive marketing-based relations is an absolute must!