Traditional media give ground to new media and people prefer to choose and express themselves individually prioritizing their emotions something they had not had before.
An urban myth in the United States says that in 1899 the head of the United States Patent Office would have said that this dependency should close because everything was already invented. Commissioner Charles H Duell has been held responsible for such a statement, who would have seen that, after the typewriter, photography, film and the car, there was little left to patent.
A century later, at totally different times, the business world was surprised by a statement in the best style of Commissioner Duell: “Well, much has been written about how the home TV is going to become something like a computer (and vice versa). People will sit in front of this electronic wonder and enjoy shows, read the news, play, interact, compute, and everything you say and send. I doubt that all this will happen, but what if it happened? Will all those wonderful machines make people smarter? (Trout and Rivkin, 1997)”.
By the time these words were published, the world began to marvel at two things, which without having developed much, had already changed everyone’s life. The first was the cell phone whose arrival came in 1983 when Motorola launched its Dynatac 8000x model, which weighed almost a kilogram and had an autonomy of one hour in conversation and eight in standby. The company had invested 100 million dollars in its development (Ranchal, 2014). Three generations of phones would succeed to reach today’s advances. The second was the internet with its nascent tools among which the email stood out. Then the use of the network was limited to exchanging mails and having a global library with the most up-to-date information on the planet. Identifying and locating certain information was a difficult task (Delgado, 2018).
Far would be anyone to predict a fusion of these advances and much more to imagine a technological development that would bring them together in a single device and make it indispensable for humanity two decades later. To begin the 21st century, the internet boom showed that the imagination of humanity seemed to have no limits and quickly the internet and cell phone came together to never separate and begin to give society an offspring of even more amazing products. With the advance of the internet and all its surroundings and the aesthetic and technological refinement of the cell phone, it was possible towards the end of the first decade of the new century to begin to carry in them a new product that was known as social networks.
When it seemed that substantially different advances would continue, the world dedicated itself to enjoy social networks as the most inclusive, independent, spontaneous and with great advantages that gradually began to be known with each day of technological advancement. One by one each social network was appearing and gaining adherents: LinkedIn in 2003, Facebook in 2004, Twitter in 2006, Instagram in 2010 or Pinterest in 2011 just to mention the most popular and used in our environment.
This interaction with smart cell phones developed as a machine that brought together at least 20 devices in disuse allowed people to perform several communication actions at the same time, such as: listening to music, answering an email, taking a picture, publishing content on the social networks, record an audio, chat, read digital versions of the media and all that while making a call.
This cataract of actions served to create a new field of communication that I describe as the individual, which joined the general and the collective that had marked since the invention of each traditional medium, their interaction with the audience. By the end of the second decade of the new century, a person no longer has to watch television, news, listen to the radio and its news, wait for the newspaper in the morning to read it or even go to the movies. All this began to be part of the individual sphere in which each person with a “smartphone” is empowered by technology. The empowerment that makes it a new and unknown world to conquer for communication and marketing. We are faced with technologies, originally developed to solve the basic needs of communication between military and scientists, which gave rise to create a scenario that would become the largest and most important means of communication, cooperation and commerce in the world that is the Internet (Slim, 2018).
In the world of marketing, some steps have been taken to take advantage of establishing a two-way, interactive, direct and real-time communication with each person through portable devices and the wireless internet connection. An investigation into the influence of “smartphones” or smartphones shows that the use is extended during daylight hours and that technology has improved life as it allows communication with others. Also that these types of phones have gained more ground due to the fact that they are the only ones to allow the use of social networks (Flores, Alvarado and Ramos, 2015).
Every day it is discovered that the options and possibilities are greater and to take advantage of them, communication and marketing are trying to take steps to execute them. A study on fan engagement with football clubs on Facebook showed that the need for information, empowerment, and love for the brand are the main drivers of consumption, contribution, and creation respectively, (the three levels of involvement or commitment of fans with their teams), which revealed, in addition, that the interactive and collaborative nature of social networks can reinforce new, specific and more social motivations. Finally, the study shows that the main driver of the highest level of participation, which is creation, was the love of the brand, which shows that fans develop unique reactions with their favorite teams. The aforementioned study, one of the few in the investigation of fan relations and football through social networks, lays the foundations of how clubs and fans should interact online to obtain the greatest mutual benefit always at starting from a one-to-one relationship (Vale and Fernandes, 2018).
So when we talk about targeting, micro-targeting or algorithms, to reach that relationship one by one, it seems that we are entering a science fiction language and not marketing and there is the key. Social networks are a reality that offers us many opportunities with only two actions: the first, with the technology and the ability to use it, and the second, showing the leadership to open up to a digital mindset.
Interpreting these attitudes, marketing or communication channels must be created through new media for companies and organizations as an effort to show that the digital world applied to these processes offers as many possibilities as the mind and passion for a discipline or practice permit. “There is no doubt that social networks have become one of the most used media by millions of people across the globe, which converge in a specific place, that is to say, a website, to share with their contacts a diversity of information. This is precisely the objective of these interactive networks, which allow maintaining contact between users from all over the world, beyond the geographical distances that separate them, and precisely these communities feed on the content that people who consume service (Technology & computing ”, 2019).
That said, the affirmation on the evolution of the conformation of public opinion during the last decade and which is more determined by direct digital marketing techniques, which are displacing traditional media as the main agents of creation of public opinion (Lesaca, 2017). ”Browsing the Internet is no longer as seductive as the fact of participating in a social network” (De Salas, 2009) With which, “it is clear that the trend is to strengthen the personalization. It is the era of marketing ONE to ONE, where the relevance of information is more important than ever to be able to choose the user the advertising it receives ”(De Salas, 2009).
In the Colombian environment, all this seems to have positioned itself in large volume: 97% use the internet to communicate and 78% to entertain themselves, in the last month in Colombia 79% entered the internet to consult social networks, 80% accessed daily and Facebook is the most used by 88%, Colombians between 16 and 54 years define the internet as the most important thing in their life and finally in 92% of homes some member has a smartphone (Government of Colombia, 2017).
Finally, remember a study that lets us see the specificity of the topic, in terms of habits and times, which states that the most effective time to publish on Facebook is from 1 pm to 4 pm, emphasizing 3 pm. He also points out that it coincides with the moment when people usually have lunch and leave their jobs, going to their cell phones, noting that users check that social network at least 4 or 5 times. As for Twitter, the analysis carried out states that the moment of greatest traffic on this network is from Monday to Thursday from 1 pm to 3 pm and very little at night. We conclude, today there is a lot of willing technology and the obligation will be to use it (Santos, 2017).
Having said all the above about one-to-one communication with equal segmentation, we can say that effective, economically reasonable, direct and inclusive solutions arrive if we know how to use the new media and their full potential. If in a company or government office, the person who hires is not sensitive to these changes, he must understand that he must reinvent himself because the new times have completely surpassed him. To learn more about marketing or one-to-one communication, simply write to me at firstname.lastname@example.org and tell me about your project or need and I can surely help.