The evolution of marketing has been a constant during the passage of time.Although many of its large pillars and paradigms are unmovable, many others have been replaced to new habits and trends of customers and consumers. However, technology has been the most important factor that has caused more changes in all areas of communication, marketing and advertising.
The arrival of the media and social networks, undoubtedly meant big changes in this regard. From the way we interact and communicate with companies, brands and customers or consumers, to how to plan different strategies of own brands. His great affluence and adoption by Internet users around the world, have become true rivers of information, with a steady stream of data that companies can analyze and use to manage more efficiently their different campaigns and actions. This has given way to a new era, the so-called “Big Data” professional. One whose data is used for commercial purposes that can bring an economic return to business.
Although information was always a great value, the ability of new technologies to process and use it strategically, it has generated a new scenario that already many brands are added. Understood in this way, many will understand the maxim that indicated how “who has the information has the power.” However, despite the increased use of specialized tools and CRMs for managing such data, many consumers who now wonder what kind of information do you collect these companies? To what extent do we know? Do they respect our privacy?
Despite the rise of social media, there have been critical voices to 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 likely to 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 itself we bring them, their knowledge of many of our preferences is really broad. And as is evident, such data have become the food of the companies that use them to target their marketing campaigns a much more segmented and personalized.
Gone are the days where a simple phone or email and the name of a person occupying the files most valuable business data. Now the marketing of this new era, aims to go beyond 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 customers and potential customers. Is not this sound familiar?
Coincidentally, recent months have been eye opening, after 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 have been the clear example of how our information is moving and being used by all kinds organizations without even respect what some call privacy. Even Facebook that apparently seems both fight to keep our privacy safe, endorses all our information, that we publish or share, and also uses it as a “commodity” to deal with their advertisers.
We can not deny that the “Big Data” is providing managers Marketing certain demonstrable benefits. It ‘s no wonder why its growth has experienced an increase of 227%. It is the new buzzword, and they attribute immense power to get to know customers and consumers, after all people.But to what extent? What price the consumer pays for it? How far are we committed all this information?
For sure, no one could give an answer. Each company sets its objectives and according to them, their strategies and how to collect and gather information. Even we would be unable to detect how certain companies could be doing a “unprofessional or mercenary ‘use of such data. It may sound incomprehensible how after learning of the new law on the use of cookies at the same time be allowed to track or collect information right and left for use with certain business goals. But it is that the end of the day, to observe without being seen to obtain certain information, is the closest thing to pure espionage that both criticize.
Many say it is fine that certain companies that know our preferences without being aware that they are also knowledgeable about what we say or how to act. Others might be thinking that it recognized receive a more personalized service without even thinking that all steps are being analyzed. And everything is based on make it appear, showing the true of what is happening next. Are we willing and ready for it? They are are actually becoming brands, businesses and social networks in new spy agencies?
