Behold the online consumer. Everywhere she looks, she finds what major media platforms assume she’s looking for. They’ve monitored her past online behavior and used complex algorithms to personalize the content she finds.
Which makes it less likely that she’ll see new things. And creates a kind of bubble around her.
As author and online organizer Eli Pariser has pointed out, even the Google search has become subjective, with personalized results predicated on “algorithmic editing.”
Marketers then have to get through—or around—that editing to connect with new audiences. And as the algorithms used by the Facebooks of the world evolve, so too must our marketing strategies. Fast.
But the question still stands: in a world where consumers can’t use their browsers to truly browse what’s out there, how do we make contact?