The digital language is social and collaborative: the writing becomes relational. We debate. A hashtag summarizes the theme and the relation is tied. The communication came back to the latin root ” to share with”.
Also, on Web, the writing is sensitive, sometimes immersive. An ecosystem where the product is not anymore the hero, rather the Internet user, exactly to touch his heart.
The fact-checking: at any time, your addressees can decide to verify your assertions. Companies developed from then on a demonstrative digital communication, peppered with proofs.