Enough bludgeoning advertising!
The brand
marketing improving by a digital way is seen as a revolution. What is digital marketing?
Digital
marketing is the promotion of products or brands via one or more forms of
electronic media. It involves the use of channels
and methods that enable an organization to analyze marketing campaigns and
understand what is working and what isn’t in real time. Digital marketing use
Internet, wireless text messaging, mobile instant messaging, mobile apps,
podcasts, electronic billboards, digital television and radio channels…
The plus with the digital marketing is that consumers
have access to information any time and any place they want it. Digital media
is becoming a great source of entertainment, news, shopping and social interaction,
and the thing is that consumers are now exposed not just to what companies say
about their brand, but also what the media, friends, relatives, peers, etc. are
also saying.
But the
observation is that this new type of marketing is becoming more and more
invasive.
Technology is
becoming an integrated habit in everyday life and we’re going more and more
comfortable with this statement. It’s known that our personal information is
being gathered and because technology is becoming part of us, we’re storing all
personal information on devices.
However, the
level of access the world has to this information makes me feel uncomfortable. It’s
impossible to the existence of a “social listening” by companies. Which means
that brand managers “use social media monitoring
software to sift through the trove of shared content to engage users talking
about specific keywords related to their brands. “ and their advertising is
becoming too intrusive.
The fact is
that in a degree, advertising has always been intrusive but now they are
bombarding us with targeted marketing on the web. Let take the example of
social networks like Facebook for instance. The company is rolling out a
product it calls "sponsored stories," in which a user's decision to
"like" a company's product will show up in his or her friends' news
feeds as an item placed by that company. This product tries to hide a brand
marketing strategy by presenting it as a friend exchange: our social space is drowning
in advertising.
