The battle for the attention of users continues. Technology has changed the rules of the game and the digital era has brought us into the virtual world. The Internet and the new communication channels have transformed the market and have provided new tools for influence. It was in this niche that a specific business was created, called the industry of perceptions, which is related to the impact on the users and the decisions they make.
Sales, more sales... Yes, there are more sales when shopping is fun. Creating the most popular product of the year can make investors particularly happy. But the emergence of an absolute best-seller of all times can transform the entire industry and predetermine the development of the business for decades to come. How does this happen? Not without the help of the industry of perceptions.
The Scissors Gap is Widening
The Internet has blurred the boundaries between the flow of goods in which “we” and “they” exist. What connects them is the global network. The user is an integral part of the chain, even when they are unaware of it. Today, they are directed to the goods and the services by a lot of noise and advertising, less in an obvious and more in a not so obvious way. The system that creates a product strives to sell it. It reaches the attention of the potential client through the system that makes PR and advertising, and creates impressions and impressions from the impressions. The scissors gap between the producer and the user is increasingly widening for more and more influence on the one who is expected to buy.
Close to the User
Emotions sell and, therefore, a whole economy of perceptions has developed, which has a mediating role. It is becoming more and more gigantic in size. The comparison between the development of any sector and all those who have contributed to the awareness of this development would be interesting. There are publications that objectively reflect development, abounding in all kinds of opinions and statements; another level is the echo in social networks where reactions are different. However, no other media company has combined Facebook’s scope with its ability to reach a target audience. If advertisers are looking for people with a certain profile, Facebook helps them reach the specific users. This is its advantage over Google and the reason why the social network is ahead of the other giant when targeting a particular addressee.
Bait in the Trap
That, which is a nightmare for privacy advocates is a nirvana for marketers. Sharing allows for the accumulation of huge datasets and tools for targeted influence. Technologies allow users to be monitored and their reactions are constantly studied. Shop cameras, non-cash payments, technologies that are in our hand and on our desk... These are tools of the economy of perceptions because someone constantly gathers impressions about the consumer – what they are interested in and what they need, what they are looking for, what they choose and like, what they comment on, how they respond. Based on this, predictions are made of their behaviour and, depending on the profile that has been created for everyone, they are offered certain items.
Facebook has given an enormous communication opportunity to the average person who, despite the financial resources at their disposal, has a way of communicating messages to the world through the social network and being a user of the messages of others. This makes a huge noise in the system. The Facebook phenomenon is actually not a machine for entertainment, but rather for generating money. The Internet has also made e-commerce possible. The global network has opened up gigantic opportunities to observe the behaviour of anyone who, in one form or another, is present on the web. So, the user is quietly being assessed. People have a need to communicate, but traders have settled in this need, too. With the expansion of the communication range, the scope of the economy of perceptions is also growing. The messages on the net and outside of it affect us; they shape our behaviour as users. This phenomenon of modern communication helps both the industry that produces products and services and the industry that helps them sell better. In order to be sold more and better, the user is increasingly subjected to more control. The world is turning into an infinite Big Brother. Many innovations are aimed precisely at the development of this economy of perceptions. Of course, the biggest earning from the activity of the users in the network goes to the giants Facebook, Google, and Amazon.
Mind, Heart, and Eros
Google answers every question. The search engine knows our hidden secrets; it is all-seeing, as it learns all our thoughts and intentions. With our inquiries, we trust it with things we would only share with someone closest to us. From the point of view of the final financial result, the most successful businesses have an impact on three areas of the human body – the mind, the heart, and the Eros in us. The mind constantly calculates, and offers like “more for less” are welcomed by it. The heart is a huge market in which the driving force is love. The market dominated by Eros is equally enormous – it has done its job before you ask yourself on the following day: “What was I thinking?”
Noise is selling. Expectations also sell – both the ideas themselves and the products and services for which high expectations are created. There are a lot of emotions in the global network, and in the name of commercial profit, there is a working way to control and impact them.