Customer groups and NGOs have actually stepped in where governments have actually been inefficient by keeping an eye on and reporting compliance or non-compliance of service to local laws, to people of customers and their governments. Digital marketing has also acquired precedence over traditional marketing due to the inherent predisposition in "Push" strategy of marketing communications. The consumer advantages of digital marketing are tremendous. The new "Pull" model provides a more respectful model where the consumer is really King. The power of online forums has actually triggered thousands of business to set-up their own unregulated, unfiltered online forums where customers can openly discuss their views about the business.

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