Companies need to structure their websites on the new connected marketplace.

Corporate marketing messages do not always reflect the market’s perception of a product or service. The practice of “push” messaging was designed to shape a brand and suppress its inevitable weaknesses. After all, even the most reliable products and services have the potential to behave in ways not anticipated by the consumer. And in the past (pre-Web) world, customer experiences were usually self-contained, disconnected and not easily shared with others. Companies were therefore able to control customer expectations and take decisive corrective measures on their own terms if something went awry.