Digital environments are the new scenario to commercially impact with the audience. Advertising and marketing must understand the paradigms imposed by these environments to be effective. The online consumer is increasingly consolidated and we can speak of digital citizens who are beginning to assume new purchasing profiles and a control behavior in front of the purchasing processes. A study by Experian Marketing Services on offline and online behavior reveals that 76.1% of consumers are potential digital customers , a not inconsiderable percentage that not all companies learn to convert into final customers. The buyer is no longer a taxable person, now he needs to exercise control over his purchase process, decide what type of advertising interests him and how he wants to interact with the brand.  There is an oversaturation of advertising impacts to which the consumer is less and less receptive and tolerant.

Massive and indiscriminate advertising is in the process of extinction. It no longer sells. An average citizen receives about 3000 advertising hits that make pop-ups, banners, pre-roll have a disastrous perception by users and little effectiveness. Digital environments promote new paradigms in relationships between customers and brands based fundamentally on 4 key elements: Customization : provide differential, personalized value, linked to the interests of the user. Humanization : brands must learn to connect with the “human self”, their fears, desires, needs, fantasies. Responsibility : they must adapt their strategies to the security and privacy  Dominican Republic WhatsApp Number List  requirements demanded by users and those who have the right (LOPD and LSSI)Sustainability : thinking about the marketing of the future is thinking about non-invasive marketing, decontaminated abusive practices such as SPAM. It involves moving towards the ethics of consentTransform or perish Many Spanish companies have not been able to adapt to this change in trends and create an online sales culture that includes customization and tuning your choice in all types of products and services.

They have also failed to understand that it is the user who holds the weight of the purchase and is no longer a passive and receptive user waiting to receive an offer, now he is an active part in the search, comparison and selection of offers. Hitting indiscriminately and massively is no longer an advertising alternative. However, and despite the fact that there is a very clear regulation regarding electronic communications (LSSI-CE), advertising content is still sent without being consented or required by the user to their mailbox, by private messaging on social networks, by WhatsApp and SMS. A recent sanctioning procedure of the AGPD accounts for the bad practices that many companies continue to commit when advertising in digital environments, in this case,

by sending SMS requesting to be added to WhatsAPPUsers set the trend Despite the expansion of online commerce and the advance of cybercrime, there is no clear awareness on the part of many companies, of how fear and mistrust influence the purchase decision. In this, small Spanish companies must begin to acquire a culture of responsibility and transparency in the face of the information they manage from users, adapt to the requirements of current regulations on data protection and user rights. The percentage of Spanish companies that operate online that still do not undertake substantive adjustments to the LOPD is unacceptable and a brake on digital growth. The ignorance of online businesses about the security protocols and the adjustments that they must undertake to reinforce the security of users is worrying. There are mandatory challenges that condition the survival of many businesses in a digital economy, ensuring security and projecting trust is surely one of the most urgent.

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