This second decade of the century is giving us a curious paradox. When we had all gotten used to moving in a world without barriers. Universalizing business, contacts, friendship and any other relationship. We have found that the short distance, the close, has a great value. It is the boom of the neighborhood, of the closeness and of the interest in what. We have a few meters away. That is why the important value that geo-marketing has today. Which together with sophisticated segmentation techniques supported by big data, is becoming a powerful tool for brands.

The Paradox Is That This World of Proximity and Distance

The paradox is that this world of proximity and distance was already enunciated by. The american anthropologist edward t. Hall, when he studied the part of semiotics dedicated to organizing space in our linguistic Peru B2B List communication. Makes of his physical space. Hall himself speaks of the differentiation of the spaces in which we move. From what he calls “Corporeal”, passing through that of “Interaction”, the “Usual” and finally the “Public” space. Well, except for the first. The other three are the ones modern marketing works on. In which relationships with other people move, in meetings and appointments.

That Is, in All Those Circumstances in Which Marketing Moves

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Another anthropologist, the British Robin Dunbar, signed a theory that perfectly complements what Edward T. Hall pointed out to us. This is known as the “Dumbar number”. According to what this Chief Researcher from the University of Oxford tells us, the maximum number of individuals with whom we can maintain a cohesive relationship is 150. Hence the movements that large companies are already making to use tools that put them in contact with their clients, meaning them as authentic neighbors, as generators of value wherever they are, as connoisseurs of what really interests them because they know where they are.

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