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Marketing 360º gathers all the different actions that belong to different sectors of marketing to reach the public, in order to improve the positioning of the company and transmit their messages through all possible means. It unites all areas of marketing and design strategies in order to be able to adapt the same message through different media and devices.Therefore, it is able to reach the consumer from the 360º of an imaginary circle that gathers all the possible communication strategies.
On the other side, marketing 6º is more specific at the time of choosing the means and strategies, because they’ve noticed that the public needs to feel more personalized addressed, and that not every strategy is effective at the time of selling a product. The audience is more skeptical than ever and they need to feel absolutely engaged with any offered thing. Instead of offering 360º, the producers have focussed in 6º to reach to a microsegmented target.
I agree with the idea that due to the great number of possibilities of participating in the web anonymously, the communication once thought to connect people of the world, and to help them grow together, has become something impersonal.
Although it is true that technologies are now extensions of ourselves, and part of our lives thanks to the profound personalization of the design, it is also true that whenever a content is created for a majority, we are asked to accept thinking as a group and not as individuals, what does not encourage individual intelligence either. Digital creators are trying to resume the human mind in a series of codes that lack of mystery and soul.
For example, I liked the idea of the “file” that Lanier has: the notion that human expression is like separable fragments that can be organized, have versions and must be combined with compatible applications. This means that we are not longer seen as separated people, but as fragments of a global knowledge.Then, Lanier reflects about the idea that, thanks to the greed, the entrepreneurs -leaded by Google-, have provoked a degeneration of the web, creating an environment guided by the power of business and money. They create fragments of creativity and make them available to the public as if they were not something that they offer to the masses, but as if they really meant that, when the user uses them, they become individual and original.
The same thing happens with our consideration of friendship. We consider every other user in our shared platforms as a “friend”, while we are forgetting the real meaning of it. We are getting more and more lonely in a world where everybody believes to be quite popular.In the end, I share the perspective that emphasizing the digital crowd means deemphasizing individual humans in the design of society, what leads to a hostile and destructive online world. It is crucial to maintain our individuality in every thing we do and decision we make.
