The document discusses how the digital world has changed the traditional model of how companies attract and engage with customers. In the old world, companies focused mainly on attracting new customers through advertising, while customer experience and word-of-mouth sharing did not matter as much. However, with the rise of the internet and social media, word-of-mouth now has a greater impact and ability to shape perceptions, and companies must focus on the overall customer experience in order to trigger positive sharing. Budgets are now shifting from traditional advertising to social media strategies.