Marketing is no longer summarized with the 4 traditionally Ps: product, promotion, price and placement. It was related with the idea of 360 degrees, which refers to trying to reach a lot of different targets and profiles. it can be related with multichannel activities, in multiple channel, which tried to make sure that the message reaches as much costumers as possible and the content created is display in as much devices as possible too. The change began when people stop trusting the information received from the media, and a negative idea was created around the over-exposition to campaigns. It was not just negative for us as consumers and for brands producers due to the lower efficiency of their actions, but also affects and had an impact economically speaking.
The amount of money expended for achieving these goals of marketing was enormous; but with experience and analysis of user experiences we lead to the conclusion of creating with quality. This is the starting point for creating a direct, personalized and individualist promotion of content. Several aspects are taking into account for marketing campaigns for increasing the lack of value. The name of this new era of marketing is not longer 360ª but 6ª. The theory defends that any user is separated in six steps from other; in other words, that we are all in some way connected. It is also called influencer marketing, but the most important characteristic is the objective of creating crear and specific relations between the emisor and the receiver mainly online, even if can be used offline too.
This evolution and development of marketing meant a change and has created the era we are living today. We as producers can take advantage of it and create the close relations that we also have individually.
