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Personal versus Professional: Another ambiguity for digital marketing
Posted on December 8th 2011
Getting used to ambiguity in the world of digital marketing
Last week, I wrote (post: Virtually Real) about the existential challenge for brand marketers to live with a whole assortment of ambiguities. These ambiguities center on the blurred line between the virtual and the real, otherwise known as the online and the offline. With increasing frequency, you will say “did we meet on [ Facebook ] social media, or did we meet in real life, before?” I would tend to believe this question might become stiff competition for the statement that one hears so often: the coincidence of “it’s such a small world.” Similarly, for marketers, customers will no longer remember whether they discovered the brand or product via the internet (banner, forum, social media…) or the “real” traditional communication channels (ad, mag, dinner party…).
Meanwhile, another zone of confusion that is clearly different, but related to the off- and online existence, and that has serious implications on our lifestyles, is the blurred line between the personal and professional life.
For digital marketers, they face the challenge of sorting out, on a personal level, how to manage their own time, replying to a fan’s comment on the brand fan page and finding the time to answer a Facebook message from a “real” friend (much less deal with all the emails).
4 factors driving the imbalance
The quest for work-life balance has been a relevant topic for several decades, behind the desirable notion that “I work to live” as opposed to “I live to work…” Today, the search for work-life balance is decidedly more difficult and rare because of a combination of 4 coincidental factors:
- the access and immediacy of the internet (high speed internet, 3G or 4G, wifi everywhere…),
- the constant connectivity (smartphones, internet of objectives),
- the fact that we are operating in a global 24/7 “world is flat” environment,
- and the economic pressures (which aren’t likely to dissipate anytime soon)
Professional and personal lines forever blurred?
Social media marketing: a personal affair
The personal in personality of the employee is key