Consumer society: digital marketing and purchasing habits
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What is consumer society?
Consumer society is a social and economic model in which the acquisition of goods and services becomes the central axis of daily life and the economic system, as well as a kind of symbol of status and success. Normally, and in order to maintain this constant flow of purchases, there is a continuous attempt to create needs in the consumer .
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Consumer society, digital marketing and purchasing habits
The evolution of consumer society in the digital age
Consumer society, due to technological advances, the Internet and mobile devices, has undergone a profound transformation, especially because it gives access to products and hr email address list services from anywhere in the world without having to leave home. The digital era has also fostered the culture of immediacy , since one can have instant access to content and certain services, purchases can be made in just a few clicks and products can be obtained practically overnight thanks to fast delivery services.
It is also worth noting that social media has transformed the way we consume not only content, but also products and services, since, through recommendations, whether collaborative or not, consumption is encouraged. As well as the large amount of advertising on the Internet , normally segmented, it creates new needs, especially when the product or service is shown in an attractive and striking way.
In short, the digital age has accelerated, globalised and transformed consumption patterns, but with the aim of increasing consumption and creating new needs in the public.
The role of digital marketing in creating wants and needs
Digital marketing plays a key role in a consumer society, since its strategies seek to influence purchasing decisions, even trying to create or enhance consumer needs .
To do this, use is made of the data collected by digital platforms, since, based on interests, behaviors and other information, personalized ads can be created and content published that can generate an even more intense desire in the public to acquire that product or service. Social networks are also used, where in addition to attractive and striking content with or without the collaboration of influencers or public figures, segmented advertising campaigns can be carried out.
In any case, the aim of all this is for the public to constantly receive information about certain products or services to reinforce or awaken the desire to acquire them.