This is where the role of a CMO becomes much broader

[sumonasumonakha.t]

With the introduction of new technologies and the possibility of seeking more references regarding the quality of products and services, the public has become more selective and demanding with companies . As a result, the market has had to review its communication and marketing strategies to survive the new reality.

In recent years, the growing involvement of consumers in social networks has enabled the exchange of opinions and perceptions about products and brands, on an "instant" communication platform, with which companies have the challenge of monitoring and mediating their image in front of their target audience.

Proof of this is that, nowadays, it is very rare to find an organization that does not maintain a chinese overseas british datapresence on social media.

All of this has led the marketing department to evolve to the point where it is no longer enough to simply think about "propaganda," but we must view communication as a whole.

and more complex than it was before: today a marketing director has to worry about developing actions that work alongside the integrated communication of companies, with the intention of not only promoting products, but also promoting the good image of the organization so that it has an adequate position in the market and can stand out in a differentiated way.