In this section I’ll publish various theories about digital marketing, the technology that it utilizes, and the consumer behavior that it seeks to influence.
– Digital Tech Companies Don’t Like People
This theory states that Digital Tech Companies are not human oriented in that they work to constantly remove people from being involved in sales, lead generation, or information retrieval. Attempts at correcting this nearly always backfire (i.e. ChaCha) with the exception of Zappos which gained popularity via their streamlined and efficient customer service.
This theory states that marketing on the internet is a cumulative effect of all of the past efforts the company / brand has done, both positive and negative. Because those efforts inherently tend to be digitally focused they build credibility over time gaining a larger and larger customer base. Those who do not continually expand their efforts and attempt to use the same tactics over and over will stagnate or die off. The largest tech companies appear to understand this as Google, Amazon, Facebook and others are always starting new divisions, buying other websites, and trying to grow into new markets or create entirely new experiences for customers.
– Vanity Thy Name Is Everyone
This theory states that with the rise of digital visual communications as a major communication medium consumers have become more vain. This is solidly backed by science with studies showing consumers experience a dopamine high when seeing a photo or post of theirs getting likes, shares, and comments. I believe that as computing becomes more and more seamless and connects more and more people that consumers will increasingly only purchase products, services, or experiences that might help them gain a higher standing on various social media platforms. During the course of this a counter-culture will arise in which people abstain from social media altogether and this group of people will become increasingly difficult to reach with messaging as they won’t be easily tracked online or reached with organic or paid marketing tactics.
– Caring Is Good, But Quality Is Great
Consumers don’t seem to be swayed in large volumes by charity marketing or goodwill motives. I believe this is because consumers themselves gain no benefit from the charity or good deed being done and therefore are less likely to take action. Consumers do want to do good things, but if two products / services are presented to them where one is lower quality and the other is higher quality if the lower quality product is promoted via a charity marketing campaign where portions of profits are donated to a good cause consumers won’t be swayed.