In competing in the marketplace, raise in sales and consumer loyalty are the chief objectives of any enterprise. For that reason, advertising sectors, whether internal or external, have always worked to get in touch, influence and remind consumers about their products, services, and/or brands. Nevertheless, over a period time, the typical brochures and advertisements have been replaced by tools which are now considered by most companies because they are cheaper and by the same token, effective.

Usually, experts have used many methods to make a product stand out from rivals in order to boost profits. As a result, the advertising campaigns organize a whole set of approaches ranging from the organization of events, to the direct sale of products and services at reasonable prices. However, other than conventional methods, there are now new tools that companies are using to reach customers. One of the most popular these days is the so-called digital marketing, online marketing o e- marketing.

Moreover, Web 2.0 tools are characterized in the social networks where users converse, reflect and criticize. This is where companies must be at hand to generate an active exchange of information. As an added tool, companies can make use of web analytics programs like Google Analytics, which presents an assessment of the visits, traffic sources, search terms or the conversations that happen around the brand. This makes it possible for companies to be familiar with the profile of their customers, their preferences, the productivity of the campaign, to determine most efficient marketing plan, and at the same time, allows experts to build up more effective features and better classify their advertising strategies.