Digital marketing needs to break down the walls of dependency
Posted: Tue Jan 21, 2025 5:03 am
Faced with changes announced by Google, companies that advertise online have to review their strategies.
Gated communities emerged in the history of human housing as a type of housing that sought to increase the protection and security of those who lived in them. With the densification of metropolises, the concept developed in the sense of making these housing complexes increasingly autonomous in certain aspects, such as the so-called club condominiums – complexes with swimming pools, gyms, games rooms and other facilities in their common areas.
The purpose of these structures is clear: to keep residents within the premises for as long as possible, avoiding traffic on inhospitable public roads. However, it is necessary to analyze the impacts of this population structure from perspectives that go beyond the safety of these residents.
The level of isolation of these people within the walls of the gated communities they live in has consequences not only for them, but for the environment as a whole. The reduction in the flow of life outside belize whatsapp data the confines of these gated communities, for example, ends up being a factor that weakens the conditions for frequenting these environments outside of closed ecosystems. And those who are inside somehow become dependent on this confinement, so much so that some analysts compare gated communities to prisons.
I started talking about condominiums to establish an analogy with another type of wall: I am referring here to walled gardens. The expression, which loosely translated means walled gardens, defines the strategy of action of major players in the digital world, who have created mechanisms to keep customers browsing within their platforms, in continuous feedback from the system itself, including in relation to the provision of data.
This is, in fact, a fundamental issue that digital marketing is currently facing. One of the biggest challenges for brands is to uncover behavioral traits of their customers and to efficiently use information about consumer habits in media that have sought to tighten their control over data flows.
The end of the use of third-party cookies, announced by Google for 2023, is moving in this direction. On the one hand, there is the whole issue of privacy, the company's biggest argument for taking such a measure. In practical terms, the tracking of consumer data by Google's browser, Chrome, will be restricted to a primary database. In this way, the steps taken by this user on Google domains will not be scrutinized outside of them.
Strategies under review
On the one hand, it is a measure that in fact corroborates the security of users' information, by increasing control over its dissemination. However, from another point of view, it forces advertisers to review their data collection and use strategies, since browsing movements made through Chrome, to use this example, can only be analyzed by Google itself.
Let us recall that, in December 2020, the technology giant was the target of an action by prosecutors from ten US states for abusing its monopoly in online advertising. Among the accusations, Google had allied itself with Facebook to reduce competition for online advertising, practicing overpricing for advertising. In 2018, the two companies together held 86% of the global online advertising pie, according to an estimate by the Portuguese economic publication “Dinheiro Vivo”. In turn, a survey by the SEO agency Hedgehog Digital, in partnership with Opinion Box, indicated that, in 2021, 88% of Brazilians used Google to conduct some online search.
As the analogy was made earlier, it is as if most of the inhabitants of a town were living increasingly immersed in a large gated community. Consider the following scenario: a nearby restaurant wants to promote its business among the residents and, to that end, has a series of advertising leaflets. According to the rules of this condominium, the restaurant owner must leave the leaflets at the entrance, and the employees of the residential complex will be responsible for distributing them to the residents and then taking the orders.
Gated communities emerged in the history of human housing as a type of housing that sought to increase the protection and security of those who lived in them. With the densification of metropolises, the concept developed in the sense of making these housing complexes increasingly autonomous in certain aspects, such as the so-called club condominiums – complexes with swimming pools, gyms, games rooms and other facilities in their common areas.
The purpose of these structures is clear: to keep residents within the premises for as long as possible, avoiding traffic on inhospitable public roads. However, it is necessary to analyze the impacts of this population structure from perspectives that go beyond the safety of these residents.
The level of isolation of these people within the walls of the gated communities they live in has consequences not only for them, but for the environment as a whole. The reduction in the flow of life outside belize whatsapp data the confines of these gated communities, for example, ends up being a factor that weakens the conditions for frequenting these environments outside of closed ecosystems. And those who are inside somehow become dependent on this confinement, so much so that some analysts compare gated communities to prisons.
I started talking about condominiums to establish an analogy with another type of wall: I am referring here to walled gardens. The expression, which loosely translated means walled gardens, defines the strategy of action of major players in the digital world, who have created mechanisms to keep customers browsing within their platforms, in continuous feedback from the system itself, including in relation to the provision of data.
This is, in fact, a fundamental issue that digital marketing is currently facing. One of the biggest challenges for brands is to uncover behavioral traits of their customers and to efficiently use information about consumer habits in media that have sought to tighten their control over data flows.
The end of the use of third-party cookies, announced by Google for 2023, is moving in this direction. On the one hand, there is the whole issue of privacy, the company's biggest argument for taking such a measure. In practical terms, the tracking of consumer data by Google's browser, Chrome, will be restricted to a primary database. In this way, the steps taken by this user on Google domains will not be scrutinized outside of them.
Strategies under review
On the one hand, it is a measure that in fact corroborates the security of users' information, by increasing control over its dissemination. However, from another point of view, it forces advertisers to review their data collection and use strategies, since browsing movements made through Chrome, to use this example, can only be analyzed by Google itself.
Let us recall that, in December 2020, the technology giant was the target of an action by prosecutors from ten US states for abusing its monopoly in online advertising. Among the accusations, Google had allied itself with Facebook to reduce competition for online advertising, practicing overpricing for advertising. In 2018, the two companies together held 86% of the global online advertising pie, according to an estimate by the Portuguese economic publication “Dinheiro Vivo”. In turn, a survey by the SEO agency Hedgehog Digital, in partnership with Opinion Box, indicated that, in 2021, 88% of Brazilians used Google to conduct some online search.
As the analogy was made earlier, it is as if most of the inhabitants of a town were living increasingly immersed in a large gated community. Consider the following scenario: a nearby restaurant wants to promote its business among the residents and, to that end, has a series of advertising leaflets. According to the rules of this condominium, the restaurant owner must leave the leaflets at the entrance, and the employees of the residential complex will be responsible for distributing them to the residents and then taking the orders.