Digitization and The Effect Thereof

Digitization and the effect thereof

Digitization
While sitting in a restaurant, I notice families with their children, all varying ages. The quotidian use of social media to distract children is glaring. Teenagers sit with their phones out, not interacting with the people around them, focused more on the information or latest dance craze on their little screen. Some of the younger children are more open about what they watch or read, excitedly trying to share their entertainment with others, or deeply engrossed, not interested in sharing the activity because “it’s my turn with the tablet!”

Effects of digitization and targeting markets
Witnessing their behavior makes me wonder about the effect of digitization as a marketer. I am the leader of a marketing team, planning and executing marketing plans and strategies. Seeing how the young generation interacts with the outside world fascinates me. Their information is far more Western-influenced than the information received by previous generations at their ages. Globalization has made the world easier to reach and explore, enhanced by digitization. We are able to witness cultures all around the world, but especially the Western culture. We learn about Republicans versus Democrats, we learn about Black Lives Matter and are aware of their favorite fast foods – from Taco Bell to Wendy’s.

The inclusion of digitization in marketing and the effect thereof
Marketing has become ubiquitous to the use of social media; to the point where companies have social media accounts where they tweet and post specials, memes, internet crazes and even have conversations with each other. Adverts are no longer only on television and radio. Five-second pop-up adverts show on YouTube and Instagram, and Facebook. Whenever we see the adverts, we try to close them or avoid them – usually by paying for the “premium” account of the application. Spotify has adverts on every song to convince listeners to pay for the premium account.

A web of marketing and reality is woven; we cannot avoid marketing as easily as in the past. Capitalism truly has become pervasive in our lives. Is this constant presence of marketing improving our wellbeing?

A few more interesting views on this topic can be found in the following places.

• Understanding the Impact of Digitization on society: https://reports.weforum.org/digital-transformation/understanding-the-impact-of-digitalization-on-society/
• Digitization and its impact on the economy: https://www.ecb.europa.eu/pub/economic-bulletin/focus/2018/html/ecb.ebbox201807_04.en.html

Digitization and the effect thereof DigitizationWhile sitting in a restaurant, I notice families with their children, all varying ages. The quotidian use of social media to distract children is glaring. Teenagers sit with their phones out, not interacting with the people around them, focused more on the information or latest dance craze on their little…

Digitization and the effect thereof DigitizationWhile sitting in a restaurant, I notice families with their children, all varying ages. The quotidian use of social media to distract children is glaring. Teenagers sit with their phones out, not interacting with the people around them, focused more on the information or latest dance craze on their little…