the elements of the promotional mix: advertising, personal selling, public relations, publicity, direct marketing and sales promotion. Increasingly also viral marketing campaigns, are grouped to integrated marketing communications.

In traditional marketing communications, the content; frequency; timing; and medium of communications by the organization is in collaboration with an external agent. But the growth of social media has impacted the way organizations communicate. The emergence of Web 2.0, the internet provides a set of tools which allow people in building social and business connections, share information and collaborate on projects online.

In the other hand, one to one engagement is become more important part where Brand will have an opportunity to build an effective 'conversation' to it's Target Market.