Question

LEGO has spent a considerable effort to make and communicate that LEGO Life a safe space for children under the age of 13. Discuss why this is important in today’s digital marketing and compared to traditional marketing and marketing 2.0.

Answer 1

The internet and the use of digital technology have influenced every walk of life. This not only true for adults but also a relevant point when it comes to teenagers or young children. With the advent of the internet and its spread, even children of younger ages are exposed to the content present over the internet. As we all know that the organizations and companies tend to track the movement and activity of the users over the internet so that this data can be utilized by them to develop more customized marketing policies and practices to gain greater revenue and market share.

But when this is adopted by the websites and apps which are popular among the children and young age kids, there is a greater threat to the privacy of these kids. The parents are more concerned with the privacy and type of information or content that is presented to their children. LEGO Life has done some changes in its version of LEGO Life in which the company tends to facilitate a safe environment where the kids can explore their creativity and learn many good things. The company has enabled the parent permission and disabled the private chat option to control the unwanted information experienced by the kids.

This is quite important at the age or marketing 2.0 where the marketer tries to influx the lot of information about the product and contact the user for the promotion of the user and thus resulting in the breach of privacy. Therefore the attempt of LEGO Life is an attempt to prevent the kinds from the practices of traditional marketing and new marketing 2.0 concepts.