February 21, 2020 – Cesar MarKtin

This module passed very quickly. During this time we have dealt with a large number of topics, from the use of social media and its relationship with marketing to the importance of the customer journey, in addition to the formulation of questions as if the end of privacy had arrived with the emergence of new technologies or if the assumption of this new trend had created a form of online culture.

Personally, there are certain points that I would like to highlight. In the first instance, I have found the deepening in the figure of Marshall McLuhan very enriching (a total visionary!). Moreover, the debate about the degree of disruption of the new digital environment seemed very important to me, even more if it is compared to former disruptive trends (e.g. printing press or TV before). It truly made me think about the real impact in our daily basis, which is rising to a colossal dimension.

Short video explaining one of McLuhan’s most brilliant theories: the medium is the message
Source: Eudaimonia

As well, it was convenient to see the figures that certainly convinced me of how digital marketing is breaking through as opposed to the traditional one. Besides, the explanation about Big Data and its importance today has also been eye-opening, especially due to the video attached by Lisa Harris with her former student Florence Broderick. Examples provided such as the Cambridge Analytica case have also been important in anticipating and realizing about the capital importance of personal data in the current times.

After assimilating all the information given, I must say that I am much more concerned about the good usage of my digital identities, since I think that the need to cover my privacy has been accentuated during the course of the module.

From my past work experience as a journalist I believe that the part in which we have reviewed concepts such as Fake News and Post Truth have produced me a peculiar enthusiasm. The reason? I believe that those concepts are like viruses that must be eradicated, since they contaminate all strata of modern societies. At this moment false information or half-truths are bombarding us everywhere, does not matter the platform you are using. If we want to be ready and differ what is truth and what is a lie, our data literacy should achieve the highest proficiency degree possible to combat misinformation in a proper way. Therefore, our duty is to develop our ability to react and analyse what interacts with us in our digital environment.

Hence, I think that this module will help me a lot when it comes to assessing the importance of the digital market, not only as a complement, but as something essential in the 21st century marketer’s career. We live in times of change, constant disruption and a world of possibilities within the reach of a mouse click. The study of the digital environment in relation to marketing has clarified to me how holistic the technology is in the life of the consumer and has warned me of the responsibilities that we must have both as individuals and companies (e.g. CSR).

Last but not least, this module showed me that in the digital environment I am a total lurker! I hope our paths will cross again. I will be spying on you behind the bushes.