The current controversy reveals a profound transformation in the communication function of companies. Before the digital revolution, those responsible for communication and advertising had practically complete control over their own communication channels. Social media has fundamentally changed this. This offers new china rcs data opportunities, such as viral campaigns. Viral campaigns have one disadvantage, however: they are viral, which means that the spread cannot be controlled. No company can prevent its own brand from being liked or shared by someone on Facebook. Where companies still have control is over the budget. And this is what they are exploiting in the current controversy.
Google dominance is scary
Another factor fueling this controversy is Google's dominance as a search engine, as an advertising platform (Google AdWords and AdSense) and over applications such as Google Maps and YouTube. If you look at the spending structure of marketing-intensive companies such as brokers, you will see that Google advertising is the largest item and that 40 US dollars or more are paid per click if the search term is popular (e.g. insurance, loans). Per click! From a competitive strategy perspective, it therefore makes sense for clients to join forces by means of such a boycott in order to counter Google's dominance.