The digital immersion was a natural market movement with the advancement of global connectivity, leading a number of companies and people to feel the need to be present in this space to connect with others. However, just as every coin has its two sides, this insertion ended up generating a growing number of cases of anxiety and its relationship with the use of the internet for several hours during the day – what has been generating a debate about how offline presence can once again become a point of extreme importance for maintaining the brand's relationship with its customers.
For marketing, the arrival of technological advances was something extremely beneficial aiming for greater reach of campaigns and increased sales in digital. After all, there are a number of platforms and resources capable of tracking and measuring almost any type of information about user behavior when exposed to advertising campaigns, facilitating the implementation of adjustments in strategies and the generation of expected results.
However, in a recent survey conducted by Accenture, in your report "Accenture Life Trends 2025", 42% of the people interviewed said that their most pleasurable moments, in this sense, happened outside the digital environment. At first, it may seem contradictory that a large number of people have gone through significant experiences offline in the face of so many opportunities that online provides, but, the scenario we are witnessing today is no longer so one-sided in this sense.
Two 36,9% of Brazilians who spent three hours or more a day on social media, 43,5% have a diagnosis of anxiety, according to what was pointed out in the report "Mental Health Overview", of Instituto Cactus and AtlasIntel. In the view of the study, this excessive use can trigger a series of mental illnesses, what has been causing many to choose to disconnect, even if temporarily, to avoid these risks.
This movement was identified by another study from the Faculty of Health at the University of York, in the United Kingdom, яка показала, що жінки які роблять паузу у використанні соціальних мереж мають значне поліпшення в самооцінці та зображенні тіла. All these behaviors began to attract the attention of the market as a whole, paying greater attention to the fact that online presence, today, may no longer be enough to reach your target audience.
Although it is common knowledge that measuring data and people's behaviors in the "real world" is more complex, it is necessary to understand that the fatigue of networks presents a great opportunity for companies looking to create a stronger bond with their consumers, and not just the achievement of sales. A single connection made with an individual can lead them to become a fan and eternalbrand advocate, public that defends, supports and tries to invite people from within your circle of acquaintances to experience what the brand has to offer.
There are several actions that brands can take in this regard, which will depend on the level of creativity of each company and marketing team – which may include guerrilla actions, that make a physical intervention in a specific location in order to impact people who pass by; event organization, which can be used not only to strengthen the brand's relationship with its consumers, but also attract people who pass by the place and, even, achieve to further increase your market share, aiming to win over new consumers through incentives for current onesdefensores da marcainvite your acquaintances to accompany you to the places; and the creation of themed locations that are connected to the brand's history or beliefs.
In the face of this internet fatigue, можливий ⁇ ексод ⁇ від цифро для збереження психічного здоров'я, the creation of connections, brand advocates and experiences that can immortalize a brand in the minds of some customers, reassessing the importance of physical spaces is extremely important for some types of market niches and companies, being, possibly, an opportunity for a great expansion of your business.
