Commercial communications aim to provide consumers with content of interest, which has been edited for them and is distributed in a device suited for them.
Its significance is based on knowing consumers, on information about their subjects of interest, values and attitudes, and on data collected on their consumption behaviour. All this requires processing of personal data. When messages are parallel with a consumer’s interest and values, they are accepted.
The sensation of interest is increased by a feeling that one
- can influence the view of what a good product or service is
- finds opinions of products and services by people similar to oneself
- enjoys spending time among good products and services suitable for oneself.
The power of commercial communications also lies in its ability to engage and create a sense of community. Commercial communications socialises people into loyal groups of consumers by uniting discrete experiences into shared ones. Consumer behaviour brings individuals and groups together as markets whose trends and efficiency businesses try to predict and interpret.