The communication has evolved, the message has always been given great importance, and that importance is clear because, if something is not communicated in the right way, the communicative actions and efforts will not have good repercussion, but now, with the arrival of the Web 2.0 we must take into account another important fact, the perspective of the consumer.
What is the aim of announcing a vegan person the existence of burger restaurants, if it is exactly the opposite thing that person will look for? Thanks to 360º marketing, this perspective has changed, so the actions that are carried out now, are “personalized” for the public interested in a specific products. This has provided efficiency to brands and the way they advertise products.
But we can not only say that marketing has evolved from that point of view. The consumer’s mind is constantly changing, and now, it needs to rely on other consumers experiences, recommendations, social networks, people who have a similar routine… in order to get a real consumption of a particular product, and it is possible thanks to Social Media.
Consumers role has changed a lot, from receiving all kinds of advertising, to consuming data about what they are interested on thanks to segmentation. But the most important point of all this, is that now they are the ones who have the last word when deciding if a product benefits them or not thanks to social networks, and it is called Marketing 6º.
