[Giordano]

As stated in the text, everything is actually true: advertising techniques are changing and as a result, nowadays P2P Recommendation has become much stronger than the messages sent by the brands. As a personal opinion, by saying “we have gone from a 360º Marketing to a 6º Marketing”, wants to recall the theory of the “6º Of Separation” according to which everyone is somehow connected to everyone else in the world and by knowing that, we also know that everyone can be strongly influenced by a person he/she has a connection with.

This is also what is happening nowadays with Influencers and tailored advertisement based on an individual’s preferences or needs, we are trying to find a connection between a KIP (key influence person) and as many other people as possible in order to effectively influence them and recommending a product or service. Advertising is cutting expenses created from the old, broad, not narrowed and extremely expensive 360º Marketing (tv, offline ads, etc…) which reach everyone independently if they could actually be interested, to a 6º Marketing based on reaching only those who can be interested and therefore reducing the expenses maximizing the results.

[Autor]

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