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Entradas
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The evolution of technologies has changed the consumer behavior. We’ve seen and evolution from outbound marketing, which is the understanding communication through interruptions techniques to an inbound marketing, understanding communication by attracting consumers.
Nowadays, marketing is about attracting consumers through messages that doesn’t distract them from their daily routines which is different from what it used to be.
A 360º marketing strategy is one that include several actions which the aim of positioning the brand as best as possible. It focuses not only in SEO, SEM or SMO but also on scheduling actions from different areas by using different media a channel. This strategy that tries to reach as many people as possible by segmenting them in big groups has being replaced to a 6º marketing, in which the focus is on the consumer, the user, trying to reach individually every single one.
A 6% marketing strategy is personalized, the consumer is given the content of the brand without realizing it and is the consumer the one who will distribute it by interacting, tweeting, liking the content, etc. This unnoticeable strategy which is mainly based on social networks allows a better reception and a wider coverage by appealing the individuals.
Who could imagine in 1987 that a few decades later everybody would be connected by an invisible network regardless of distance? Although the majority would be favorably surprised, some critics were right in coming up with the danger that these new technologies could cause.
What initially began as an achievement for humanity turned out to be a threat to our own identity as a person. Moreover, people hide themselves in the anonymity of the internet which from one side, help them to be more participant of forums, groups, social networks because they can be who they want to be without any fear of being judged but like a double-edged sword, this also minimize their interpersonal skills. And after all, is it that being a person? To express yourself only behind an invisible character while not being able to do it in real life?
Lanier not only express his fears in this chapter but also bring us something to light up the future: “We can do things to future generations.”. It is true, I agree in having an upcoming challenge. We have to remember the beginning of WWW when miraculously hundreds of people joined together with a common goal and started the revolution of new technologies. Now, we must return the focus to the people, as one day we campaigned to improve the visuals of the interface, campaign supporting humanity causes, do things to restore individuality, so that we return to be the controllers of technologies.
