Inevitable Shift Towards Complete Digitization

As our society transitions into the digital era, both consumers and business entities have continued to implement the emerging technologies into their lives.  Morozov explains this in The Wicked Fix, “as the Internet makes technological fixes cheaper, the temptation to apply them even more aggressively and indiscriminately also grows.”  This reveals the hard truth for many individuals who reject these technologies.  The efficiency and cheap cost associated with online services has basically given people no other choice.  If they do not adapt to changing technological advancements, the individual or business entity is at risk of wasting precious time or falling behind the competition.

Alicia Cohn explains the ease of cost associated with this technology in her article on the website The Hill.  A perfect example, America’s State department shift digital resources to social media, Cohn states “the new paradigm, particularly for reaching youth, is you have to go where people already are on the Web. People don’t visit you, you have to go to them.”  This reveals the truth behind the Internet.  The Internet has countless numbers of websites in all different languages across the globe.  With half the world under the age of 30 and 70% of the Web in foreign languages, social media is the prime vehicle to reach youthful future world leaders.  The low cost is extremely convenient for business entities as they can freely try strategies on the Web with little consequences if the campaigns do not pan out.  On the other hand, a marketing executive who messes up a multi-million dollar Super Bowl ad campaign would have a lot of resulting stress and pressure.

The question we have to ask is how will governments step in as business entities sharpen their social media marketing tactics?  What new approaches do you think companies will take in order to reach their targeted demographics?  Would you focus on Facebook & Twitter or take a chance on a new social medium (Vine, Snapchat, or Instagram)?

This entry was posted in Winter 2012. Bookmark the permalink.

5 Responses to Inevitable Shift Towards Complete Digitization

  1. jlpirr says:

    You definitely raise some important questions in terms of the government’s relationship with social media. I think that businesses are going to continue using social media as a huge platform for their message and marketing, and I think that this is going to get very dicey with the government. If this heightened use of social media stays within big businesses, then I think the government will be mostly okay with what is happening. If they are able to make deals with these businesses then they can also make some money off of these practices, while at the same time, possibly get information on American citizens. If social media continues to grow with the general public, which it probably will, then I think the government will have a harder time controlling that because they can’t make money as easily and there are privacy violations to deal with. I think that this is going to be a growing problem and there currently is not a clear way to address it.

    In terms of businesses focusing on new strategies like Vine, Snapchat, and Instagram, I think that Instagram is the only platform that can really be beneficial out of these three. Snapchat and Vine have such short video spans that they are only beneficial in very particular settings. Instagram, however, has lasting content and longer video, so companies can turn to it for their needs, and many already have. I think that businesses will continue to evolve just as social media evolves, and it will be interesting to see what new practices they decide to utilize.

  2. robausti says:

    Good point on how the government will have to sharpen its social media marketing strategy to meet the standards of digitally savvy global youth populations. Indeed, the bureau mentioned in the Cohn reading, the Bureau of International Information Programs, was criticized over the summer for ‘buying Facebook fans’ who may have once clicked on an ad or ‘liked’ a photo but had no real interest in engaging further on the topic for the State Department. I think that the government will improve its social media marketing by increasingly developing and implementing country/region specific targeted media engagement plans. I would take a chance on Instagram because it has a less cluttered look (due to just photos and videos) than Facebook. Notably, Instagram also has no language limitations. Importantly, this social media platform reflects the larger trend towards short, visual content.

  3. snayeon says:

    As you mentioned, I agree that as technology continues to improve and innovate, business entities will sharpen their social marketing strategies to target and reach a bigger audience. Besides posting more advertisements on social networking sites, such as Facebook and Twitter, business entities will probably rely more on consumers’ data trends and purchase history to create individuals profiles. Not only will business entities know the consumers’ likes and interests, but they will be able to figure out what consumers would want to buy before they even know what they want to buy. For example, some companies are able to figure out whether someone is pregnant before the consumer knows she is pregnant by comparing her buying history and patterns with other pregnant users. Therefore, the corporations can use the consumer’s data trends to not only target specific ads but to use it to get to the buyers directly. As business entities gain more and more access to people’s purchase history and browsing history (cookies), the government might have to create different laws that prevent the corporations from violating the people’s privacy. Also, the government will probably have to enforce stricter regulation policies for the corporations and will probably start regulating social media.

  4. emdobrow says:

    It is obvious that we have seen an explosion in new media marketing and advertising. As mentioned in the blog post, it makes sense for institutions to redistribute budgets to focus on so new media marketing as that is where the youth is concentrated. However as with all technologies, new media will no longer be new and will become mundane and ordinary. Thus, I think a new appreciation for old platforms for marketing purposes will be ignited because of the hyper-obsession of new media currently exercised by large companies and copied by government entities. I do not mean that companies should reinvest time and money into solely print advertising; rather I think that because creative and thoughtful approaches are always well-received, it would benefit companies in our integrative society to merge styles of old media advertising with that of the new. Another emerging marketing tactic that I think companies should be aware of is one that artistically criticizes societal practices. Rarely are we receptive to blunt marketing tactics, especially those campaigning to change our perspective on some political or societal issue. The United Nations Women campaign situated the issue of gender inequality in our information era via innovated, tasteful print advertisements. I think that one of the reasons that it caught so much attention was because of it did exactly that. The success of the campaign also highlighted an appreciated theme of political advertising: subtle art. It is unarguable that politics and the government are often coincided with images of conniving, loud and abrasive legislators; therefore, it seems as if our government could truly benefit in the marketing and advertising department from taking a few notes from the UN Nations Women campaign. I think this approach would definitely help certain departments’ credibility as mentioned in Robausti’s previous comment.

  5. erikpeulicke says:

    Businesses are doing the right thing in terms of innovating and adapting to the changes in social media. They need to in order too keep up with the demand from their customers. However, they need to know who their target customer is. Is it women in their mid 20s or males 45 and higher? There’s obviously a difference when it comes to what medium businesses will use. It’s because of this specified targeting that makes it hard to neglect groups of people.

    When examining the success of new areas of social media (vine, instagram, and snapchat), it is easy to see how business and the government can benefit from their popularity. Pictures and videos are much more effective in customer engagement. However, a strong Twitter and Facebook presence is essential to gaining the attention of the public.

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