A shift in Marketing

There's a new reality on communication that is taking part of our lives without really noticing it. It has become a network for sharing and a meeting point. It's the media that puts every other media together: THE INTERNET.
How have consumers changed in the way they recieve advertising? Some years ago we had a little access to media, like few TV channels. This allowed the announcer to decide when or how to speak to their customers because there was nobody who was going to challenge or threaten them. Consumers and viewers were just passive, they just didn't have another place to go and they had to sit down and wait for ads to go through while they were waiting for their favorite TV show.
Internet is democratic: everyone can speak. It allows you to say whatever you want when you want. This, gave the companies the to change their strategies: they cannot lie anymore because they can be discovered to the world by people, users can tell the truth about you.
A new, fun, interesting, and honest dialogue has to be created so that people want to share with companies. Before, ads entered to people's life without them. This new kind of advertising, online, is friendlier and is inviting. Users are the ones with the power: can decide how long when and how.
Advertising has got a new role besides trying to sell: they now have to offer something extra to consumer (entertain, inform, educate, etc). Online advertising has transformed companies from advertisers to sponsors of communications and important information for people. So then, companies have to look for great communication to "sponsor".