The evolution of marketing has been a constant over time. Despite the fact that many of its great pillars and paradigms are immovable, many others have been replaced by the new habits and trends of customers and consumers. However, technology has been the most important factor and the one that has caused the most changes in all areas of communication, marketing and advertising.
The arrival of the India Mobile Database media and social networks undoubtedly meant great changes in this regard. From the way of interacting and communicating between companies, brands and clients or consumers, to the way of planning the different strategies of the brands themselves. Their great influx and adoption by internet users around the world, have turned them into veritable rivers of information, with a constant flow of data that companies can analyze and use to more efficiently direct their different campaigns and actions. . All this has given way to a new era, the so-called professional “Big Data”. The one whose data is used for commercial purposes that can report an economic return to companies.
Although information has always had great value, the ability of new technologies to process and use it strategically has generated a new scenario to which many brands are already joining. Understood in this way, many will understand that maxim that indicated how “whoever has the information has the power.” However, despite the increase in the use of specialized tools and CRMs for the management of such data, many consumers are now wondering what kind of information do these companies collect? To what extent do they know us? Do you respect our privacy?
Despite the rise of social media, there have been critical voices regarding the fact that companies and brands use “their radars”, not only to monitor those social conversations in which their products or brands are present or may be involved , but also to detect trends, consumer preferences and even collect personal information from many Internet users. Social networks are already the clearest example of all this. Through our interactions and the information that we provide them, their knowledge of many of our preferences is truly broad. And as is evident, such data has become the delicacy of companies that turn to it to direct their marketing campaigns in a much more segmented and personalized way.
Gone are the days where a simple phone or email and the name of a person occupied the most valuable business data files. Now, the marketing of this new era aims to go further, generating advanced profiles with extensive information about each individual based on their tastes, interests, places, actions and reactions. Many companies claim to know even the smallest detail of their consumers and potential clients. Doesn’t this sound familiar?
Coincidentally, the last few months have been truly revealing, following several spy scandals worldwide. The way in which governments act to obtain information, or how to do this, social networks have become one of the perfect tools to achieve this, they have been a clear example of how our information is moving and being used by all kinds of organizations without even respecting what some call privacy. Even Facebook, which seems to fight so hard to keep our privacy safe, takes all our information, what we publish or share, and also uses it as “merchandise” to deal with its advertisers.
We cannot deny that “Big Data” is providing Marketing executives with certain demonstrable advantages. It is not surprising therefore that its growth has experienced an increase of 227%. It is the new fashionable term, and to which they attribute immense power to get to know customers and consumers in depth, after all, people. But to what extent? What price does the consumer pay for it? To what extent does all this information compromise us?
For sure, no one could give an answer. Each company establishes its objectives and according to them, its strategies and the way to collect and compile information. We would even be unable to detect how certain companies could be making “unprofessional or mercenary” use of this type of data. It may sound incomprehensible how, after knowing the new law on the use of cookies, at the same time it is allowed to track or collect information left and right to use it for certain commercial purposes. But after all, observing without being seen to obtain certain information is the closest thing to the pure espionage that we criticize so much.
Many will say that it is very good that Brother Cell Phone List certain companies know our preferences without being aware that they are also aware of what we say or how we act. Others will prefer to be recognized thinking that for this reason they receive a more personalized treatment without even thinking that all their steps are being analyzed. And everything is based on making it seem, without showing the true side of what is happening.
