All the work done to learn what consumers want and how best to give it to them falls under the umbrella of marketing and communication. There are numerous surveys actively hunting for customers in the industry. Marketing is responsible for everything from coming up cuphead with catchy ad copy to deciding which channels to use to get the word out about the brand.

Changes in consumer preferences have been a driving force in the development of new strategies for effective marketing communication. The evolution of marketing strategies has improved their responsiveness to the modern marketplace. The e-commerce sector has expanded greatly due to the rise of digital marketing.