In this digital age, we are very fortunate to have instant access to information, services, and entertainment at an arm's length. However, this very familiarity with technology can lead to a sense of invincibility (people thinking that they have got it all figured out with technology), and make us vulnerable to lucrative marketing tactics. We have heard tales about phishing emails and suspicious downloads since we first began using the internet, but we still never expect it to happen to us. Yet, as technology advances, so does the sophistication of marketing schemes. Thinking that it will never happen to you is a surefire way to make critical, and avoidable, mistakes. Major marketing agencies and teams have adapted to use one’s digital footprint to create advertisements that are more refined, subtle, and personalized than ever before.
How does digital marketing work?
One of the ways digital marketing works is via algorithms. Platforms such as Facebook, Instagram, and YouTube use complex algorithms that analyze and monitor our online behavior, from the content we engage with to the time we spend on certain pages. They then use this data to curate our feeds, showing us content and advertisements that are tailored specifically to our interests and preferences. For instance, consider the Instagram algorithm. It learns what you like and shows you more of it. Over time you’re swarmed with posts and ads that align with your hobbies, values, and aspirations. It is so seamless that it feels like the app is listening to your conversations, but in reality, it is the result of effective data analysis.
Furthermore, our every move in the digital world leaves a trail of data. Every click, search, and scroll are all being compiled into a massive digital archive. Companies use this data to create detailed profiles of us, predicting our mannerisms with astonishing accuracy. Our digital footprint is a treasure chest of information for advertisers, for it allows them to craft highly persuasive and targeted campaigns. For example, If you've been searching for a new pair of sneakers online, suddenly, ads for athletic shoes start appearing everywhere you go on the internet.
The next move made by major marketers is sponsoring current, popular, and trending influencers. Influencers are individuals who have amassed a large online following. Many of us follow influencers because we admire their lifestyles or enjoy their content and thus, we often trust their recommendations. Unfortunately, influencers collaborate with brands to promote products subtly. These endorsements blend seamlessly into their content, making it challenging to distinguish between paid promotions and genuine recommendations.
This form of advertisement was heavily dramatized in the popular movie “The Truman Show” released back in 1998. In several senses within the movie, characters will pause to describe a sponsored product in the most sugar-coated detail. This idea has made its way onto various social media platforms and continues to be effective. Creators will often begin to vlog their daily routines and start using a sponsored product they “found at the store”. Shortly after, the company will begin a public sponsorship with the creator. This makes the product seem like a genuine recommendation from a beloved personality, and this often captivates fans to purchase the product.
Marketing via influencers is taken a step further with “Limited Time” or “Flash Sales”. Content creators will post links that indicate that a discount will be given through those links (usually ‘exclusive’ to that personality) for a limited time. This sets off a trigger in the human mind, and operating under the fear of missing out, we throw most forms of reason out of the window and impulse buy.
Another tactic is that websites will show you that a product had an original price of 100 dollars and is currently only 50 dollars. Human nature makes us want to snag this sweet “deal” and purchase the item. In reality, however, the product is often worth far less than even the ‘discounted’ price listed. This tactic works wonders in brick-and-mortar locations during Thanksgiving or Christmas sales, as consumers truly believe these are limited-time discounts. To truly maximize the effectiveness of these tactics, items are marked up in the weeks prior to major holidays to increase profitability on these sales.
Being able to recognize the evolving nature of digital marketing is the first step in protecting us from its influences. Even though technology has made our lives convenient in several ways, it is essential to approach the digital landscape with skepticism and critical thinking.
Sources
