This second decade of the century is giving us a curious paradox. When we had all become accustomed to moving in a world without barriers, universalizing business, contacts, friendship and any other relationship; we have found that the short distance, the next, has great value. It is the rise of the neighborhood, the closeness and the interest in what we have a few meters away. That is why the important value that geo-marketing has today, which together with sophisticated segmentation techniques supported by Big Data, is becoming a powerful tool for brands.

The paradox is that this world of proximity and distance was already enunciated by the American anthropologist Edward T. Hall, when he studied the part of semiotics dedicated to organizing space in our linguistic communication. It is what is called “Proxemics” and it refers to the use and perception that human beings make of their physical space. Hall himself speaks of the differentiation of the spaces in which we move, from what he calls “corporal”, through the “interaction”, the “usual” and finally the  USA Phone Number List  “public” space. Well, except for the first, the other three are what modern marketing works on. In which relationships with other people move, in meetings and appointments, in purchases and sales, in access to content of all kinds, in which we move with strangers and people who sell us or offer us things and, finally, in that space that allows us to communicate with groups of people or receive communication also in groups. That is, in all those circumstances in which Marketing moves today.

Another anthropologist, the British Robin Dunbar, signed a theory that perfectly complements what Edward T. Hall pointed out to us. It is what is known as the “number of Dumbar”. According to this Chief Researcher at the University of Oxford, the maximum number of individuals with whom we can maintain a cohesive relationship is 150. That is, no matter how much we extend our social networks, no matter how much networking, no matter how many campaigns we carry out, there are a number of people marked by our environment in which we place something as valuable as our trust.

That is to say, in that plethora of possible relationships that social networks give us there is a cutoff factor given by proximity. Distance is invaluable today. In this global world the “proxemics” wins the battle. Hence the movements that large companies are already making to use tools that put them in contact with their customers, meaning them as true neighbors, as generators of value where they are, as knowledgeable about what really interests them by knowing where they are. The management of all this is what is already shaking many media and also other companies in other sectors. Advertising becomes more relevant if it is interpreted as close – not only to our interests – but also to the geographical point where we are.

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