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#2, 2022

The impact of digital marketing

transformation on business Technical Magazine of
culture and society Trends in
Communication
Business

ÿ Rui Costa

2170906@iscap.ipp.pt
https:// orcid.org/ 0000-0002-6575-0318
ISCAP, Polytechnic Institute of Porto

Summary

The emergence and evolution of Digital Marketing has brought enormous

benefits for companies and society as a whole. This revolutionized business
culture, placing Marketing in a central role, and changed the way people
observe the world. However, despite all its benefits, it also brings with it severe
problems for society. It is therefore necessary to make a balance between the
benefits and the resulting risks in Digital Marketing and also try to find solutions
to mitigate the latter.

Keywords: digital marketing, marketing, companies, society, networks

sociais, Facebook.

Abstract
The emergence and evolution of Digital Marketing has brought with it
enormous benefits for business and society as a whole. It has revolutionized
the business culture, putting marketing in a central role, and changed the way
people look at the world. However, and despite all its benefits, it also brought
with it severe problems for society. It is therefore necessary to strike a balance
between the benefits and risks resulting from Digital Marketing and also try to
find solutions to mitigate the latter.

Keywords: digital marketing, marketing, business, society, social

networking, Facebook.

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The impact of digital marketing transformation

on business culture and society
As the advent of a rapid technological development in recent decades, the
role and mode of operation of Marketing have been reviewed. To better
understand the impact of this on business culture and society as a whole, it is
necessary to first carry out a historical contextualization of its evolution. In
1981, IBM launched its first Personal Computer and in this same decade the
Channel Net began while Soft Ad Group, which was an advertising company,
began to digitize the physical contents of magazines and newspapers and
place them in digital format on floppy disks. Já from pisses of the 90s or
Marketing concept
Sofreu a transformation with the popularization of the Internet, it has been
here verified as the first uses of the term Digital Marketing. The new millennium
in particular has seen a revolution, such as the emergence of social networks
such as Facebook and Twitter, as well as the creation of Google 's Gmail .
Here you begin the form and concept of Digital Marketing that we experienced
in the past few days and which has been evolving exponentially since then.
Initially, the Marketing departments will face strong pressure to verify their
approval, as it will be complex to test their monetary terms or their value.
(Kamal, 2016) However, as time passes, a set of metrics begins to appear
that help to account for the return of investment in Marketing departments.

Performance metrics, or KPIs (Key Performance Indicators) as they are

normally known, will end up being the main support of this new era of
Marketing. As for traditional Marketing, it is necessary to wait for a long period
to determine the size of the public opened by a certain campaign, as well as
to respond to these, as “online” is possible to obtain these data in real time.
(Bala & Verma, 2018). Since it is much easier to obtain extremely detailed
information on each campaign, companies can also study these data and
orient their focus to a certain type of audience. At an organizational level this
“new”
Marketing, supported by the two results of the campaigns, ended up allowing
the Marketing Departments to obtain more resources from Management,
assuming that they managed to present assertive results in their various KPIs.
As such, the role of Marketing “exploded” within companies, mainly from the
turn of the century. On the one hand, this was a positive development for an
area that was sometimes undervalued by more conservative and results-
focused efforts, which did not manage to make a link between strong
investments in the Marketing Department and its impact on sales/general
performance of the company. The ubiquity of the collection, armament and
analysis of data in our devices, systems, applications and platforms of social
communication media - with the objective of personalizing experiences,
optimizing sales, and maximizing returns - has been disruptive in the formation
of the global economy, not flow of ideas, and lack of access to information
that has resulted in no progress in innovation around the information market.
(Isaak & Mina J., 2018) On the other hand, this success has ended up leading
some companies to adopt, in my view, less ethical practices.

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obtain a competitive advantage. It is in this phase that the now popular topic
of data management and risks for the privacy of users arises. It is common
knowledge that the various websites and particularly the social networks
observe the behavior of their users in order to offer the most relevant content
and advertising advertisements, personalized for each user. Here emerges
a “cinzenta” line in terms of ethics. Various entities advocate that we only
collect the consent of two users, or that in general it is not the case. However,
the way in which this consent is obtained leaves much to be desired. In most
situations (within the European Union) a pop-up window is presented for the
first time you enter a certain website where texts with thousands of words
and options are presented, with a button “on the side” to oil the aforementioned
thermoses. In a practical context there is no point in the availability, interest
and time to read a “tese de doutoramento”

Always enter a new website and the same way you may not understand what
you are about to read, given the complexity of the topic for most people who
do not work/study this area in particular.
As such, the population as a whole oils the terms we read, offering a defense
to the sites and networks when confronted about the topic. There may not be
any illegality in this practice, but from a moral point of view this behavior must
be greatly abandoned. This issue has been raised for some time now at a
business level and between experts and people closest to the matter.
However, in recent years this discussion has been quite accessible to the
public. There are some factors for such an occurrence. From logo, to data
collection and analysis, it has evolved so much that perhaps it is starting to
be too simple for some cities. While our first principles or impact were lighter,
now it is almost impossible to find someone who has never been researched
once for a certain product in a search engine and begins to be “bombarded”
by advertisements about these types of products on sites and networks. This
is to avoid falsifying two increasingly popular stories from people who say
something about a certain product such as a telemobile next to it and are
subsequently “mysteriously” presented with advertisements about it. These
examples, when combined with the Facebook scandal (now Meta) that gave
Cambridge Analytica data from more than 87 thousand users during the 2016
North American presidential elections, will open the door for the Society to
discuss as a whole or balance between to collect data and privacy. (Schneble
et al., 2018)

In short, the evolution of Digital Marketing has brought excellent benefits to

the business world, regardless of the size of the Organization. It was never
too simple and accessible to present our brand to the public. However, in the
wake of any technological evolution, there are also serious consequences,
as they need to be analyzed and debated by government and public
institutions. In my opinion, it is impossible (and perhaps wrong) to reverse
scientific progress. From the moment you open the Pandora box, you cannot
go back. Thus, I consider that the focus should pass through the correct
study of current practices and consequent legislation in order to protect you.

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interests of two cities. The sale of both of our data can never be carried out
without complete and informed consent.

References
Bala, M., & Verma, D. (2018). A Critical Review of Digital Marketing.
Papers.Ssrn.Com.
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3545505

Isaak, J., & Mina J., M.J. (2018). User Data Privacy: Facebook, Cambridge Analytica, and Privacy
Protection—IEEE Journals & Magazine. Ieee.Org. https://ieeexplore.ieee.org/
abstract/document/8436400

Kamal, Y. (2016). (PDF) Study of Trend in Digital Marketing and Evolution of Digital
Marketing Strategies. ResearchGate. https://
www.researchgate.net/publication/339363923_Study_of_Trend_in_
Digital_Marketing_and_Evolution_of_Digital_Marketing_Strategies

Schneble, C.O., Elger, B.S., & Shaw, D. (2018). The Cambridge Analytica affair and
Internet-mediated research. EMBO Reports, 19(8), e46579. https://doi.org/
10.15252/embr.201846579

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