All this has meant that certain phenomena appear on how information is managed and on how the world around us is perceived. In an analysis in Campaing , they have identified the three great truths about how the environment is perceived and the risks that this entails.
In general, and before going to the detail of each one of them, it could be said that for brands and companies these new trends in perception of reality and of what surrounds us have a very important impact on strategy and on the activity they carry out. From the outset, for companies, things have become more complicated than ever cell phone numbers for sale and have become a minefield in which taking a wrong step is easier than ever. To continue, companies have to do broader and more intense work to position their messages and to work with them. They have to try harder because the world is so much more complicated.
The integrity of identity
As they explain in the analysis, it is one more effect of how things have changed and the relationships that are established between the new context and people. Before, they point out, what made up our identity was made up of a few things, a few data and a few lines. Now, the network has made us all producers of information, in massive quantities and in such a way that what defines us has been multiplied by stratospheric quantities.
In addition, all this data is distributed in a fragmented way throughout the network, through a digital space as gigantic as the data that makes it up. But not only that: identity has also become an element in danger and something that carries a high level of risk.
Consumers are increasingly concerned about privacy and the integrity of their identity. It is no longer just that brands can repeatedly use the data to profile them and thus cross different borders in terms of privacy, but also that it is felt that it is too easy for them to hack personal accounts on social networks or that in Generally not safe on the network.
The negotiated reality
Or what is the same: it is increasingly difficult to make things white or black and increasingly in terms of gray. As they point out in the analysis, this trend focuses on analyzing how the network, digital fragmentation and the fact that there are more and more points of view makes it increasingly recurrent to analyze things in context and in a relative way. That is, things are no longer absolutely visible and everything is much more blurred.
The narratives change very quickly and many elements of context are added. For brands, analysts explain, this means playing with ever-changing rules of the game and that, before entering into a conversation, they have to think very well what they do and how they do it (in a context in which they no longer know may not enter those conversations).
The accepted deception
The new digital environment has made it much easier to check things and see if they are telling us the truth. But, at the same time, it has also become a key to sharing questionable stories and half-truths more than ever. In the series House , which was one of the television bombings a few years ago, the protagonist said that everyone was lying. His maxim can be applied to how the network looks and what happens on it. From catfishing to lies from political leaders, the web has become an environment full of half-truths and hoaxes.
All this has made people more and more distrustful of everything they see and read: consumers have become more skeptical than ever and do not cell phone numbers for sale believe anything they are told without quarantining it. For something to become a certainty and for it to become a truth, something that we accept without question, the media exposure of the message has to be continued.
For brands and companies, this means having to repeat messages repeatedly and continuously and for much longer than they had to in the past, in addition to having to measure their communication strategy much more to establish how and when they are used. share.