Society is not the same as it was a few years ago, it’s in a continuous evolution that is affected by several factors such as: technological, migratory, political, and cultural; in such way that it’s a big mistake to think that society has not changed, and it continues to be the same as the good old’ days.

How to be authentic in a changing world?

The days of a universally accepted view of the world are over, today diversity exerts tremendous influence. Let’s talk about the similarities that we can find between different groups of people about culture, hobbies, values, which although they may seem different between countries and individuals; will always have points of convergence.

Globalization has allowed us to be in contact with those we thought were far away, with those we felt were different from us; however, we have discovered many similarities in general, for example:

1. The desire for happiness: Human beings seek to be happy in our lives, in the small details, in laughing and enjoying each day.
2. Values: Tolerance, equity, peace, love, freedom, respect, and justice are some of the principles that most human beings share.
3. Family: Although the structure and family roles are slightly different, society continues to focus their efforts on families, because that is where its growth emanates from.
4. Art: Music, painting, sculpture, dance, artistic expressions are the clear example.

However, the Internet and e-commerce have allowed us to connect with more people and this has forced us to improve our communication strategies to differentiate ourselves from the competition and retain our customers.

This helps us to connect on a personal level with our audience, which will facilitate dialogue and conversion to sales; because we must understand that in the digital world it’s very easy to find the similarities of our brand with our target.

Internet, social networks and communication

Digital communication in social networks and the content that is generated in them, has facilitated the creation of a “universal technique” to reach the attention of the target audience, however, this forces us to be updated on trending topics, and to know how to listen. the needs of our community. This is where you have to pay special attention to detail, and here I give you some examples:

1. Perhaps a customer prefers one brand over another; but we must not forget that he bought the product to satisfy a need.
   (Regardless of the social group he belongs to, he had a specific need)
2. Before making his purchase, he did some research on where he could buy the product, who sold it, and how much it might cost.
   (And today they no longer do it using yellow pages)
3. He compared each of the options that he found and will make his decision based on the ratings and comments of several people.
   (Regardless of the fact that the chosen brand is “unknown”)
4. It will look for the best payment and delivery alternative.
   (You can go to the point of sale, as long as you can geolocate it)
5. They will not hesitate to share their experience with friends or family and will recommend your brand.
   (If the experience was bad, it will generate a crisis)

In Conclusion

Therefore, although cities, societies and people are different between them, there will always be a similarity in consumer behavior; since in the digital era in which we live, we have been building a very similar digital consumer profile.

If you plan to expand your business to other borders, work with an agency that is not located in your country, or want to know more about this topic, contact us. At WRU, we will be happy to read you and support you in your next digital marketing strategy.