It is the  internet "opportunity and threat" (Chaffey et al., 2000) that presents an advertising opportunity for marketers. Also, mobile marketing allows organizations to communicate in an interactive manner (Tapp et al., 2014) and move to portable devices such as smart phones (60%), tablets (36%) (Mintel, 2014b). Ed Kaczmarek, director of innovation and emerging strategy at Mondelēz admitted "Because the consumer is evolving so quickly it means marketers have to advance" and Mondelēz moved from "classical" to a more sophisticated way of customer engagement (Nieburg, 2013).

        Тhе "word-of-mouth" marketing has been shifted to "word of web" primarily by means of social networks, where customers and organizations maintain friendly relationships (Harden and Heyman, 2009). Therefore, marketers should consider social media's benefits and the impact it has on millions of users (Kotler and Armstrong, 2014). Maynards is the most "social" brand even if it is not so active on Facebook, Twitter. The creation of an engaged audience, however, is key to success (Brown, 2014a). In difference from Maynards, Cadbury's have flourished on Facebook, but they have failed to receive a favourable engagement. As a result, a video with  Thumbs UP, saying "thank you" to all Facebook fans was created. However, this may be taken as controversial due to the waste (three tonnes of chocolate). Even though Cadbury is trying "not to rest on its laurels", it is quite unsuccessful on Pinterest, Twitter and Google+ (Moth, 2013). In conclusion, social media is having a lot more potential to uncover and marketers need to develop strategies to integrate Facebook  "Giving people the power to share" (Kotler and Armstrong, 2014) with other online advertising methods (Tapp et al., 2014).