Technology makes us a marketing tool

Technology makes us a

Marketing Tool, Demographic

and Target

Introduction

Technology revolution

In this information age, technology is everywhere and almost everyone are relying on

them for their everyday life

Technology has replaced and replacing almost everything, shopping, education,

entertainment, banking even to discover new thing it can be done through your

smartphone

Because of this

Almost every business now uses online media to promote their business.

Through their own website to having dedicated Facebook page, LinkedIn profile and twitter account

They rely on online advertisements

Most company want to learn about their consumers habits for their business benefits

By tracking their purchase history

Their search keywords on their websites

Tracking their movement a crossing their website

Data Mining

Definition (Reference.com)

The process of collecting, searching through, and analyzing a large amount of data in a database, as to discover patterns or relationships

By collecting and analyzing, The companies can predict the consumer needs and they can improve their marketing strategies

More and More people Start to

shop online

Google

Google is one of most popular and advanced search engine.

Most of Google revenues come from Paid online advertisement

Because many people spend their day on internet, Online advertisement

became more effective

Most of Google product such as Google+, Gmail And YouTube track your

online habits and activities and provides relevant advertising and relevant

search results based on your online habits

The Advantage and Disadvantage of Google

Life easier on the Internet

Relevant and more accurate search results

Online shopping recommendation based on your online habits

Privacy

Going overboard and logging sensitive information about the client

Misuse of information

Data are not always accurate, there is a chance for false accusation

Amazon and EBay

Most Business collect data by tracking account activity.

They also track your browsing activity through their website

By analyzing consumers collected data, marketing organizations can determine

or can predict the consumer shopping habits, by doing this the company can send out flyers or promotions that specifically target the consumers shopping

habits

The Advantage and Disadvantage of Online Stores

The company understand more about impact on sales, customer satisfaction, product

sales and identify new merchandising opportunities

By analysing the purchase history, Its allow the company to recommended and

promote similar products

Breach of privacy

Sharing the collective information with other companies

Misuse of the collective information

Retail Stores

Most Business collect data by tracking point-of-sale records of customer

purchase and prepaid credit card

Security cameras and Spy cameras

Smart phone tracking based on Free Wi-Fi networks, which can be used to locate the consumer moment across the store

Light sensors to monitor customer activity through out the store

The Advantage and Disadvantage of Retailer

More Secure environment

Anti-Theft protection

Accident and injury Prevention

By analysing the collected data company can use to improve their customer satisfaction and

their needs

Tracking and logging unnecessary and sensitive information about the consumer

Misuse of the collective information

Sharing the information with other companies without the consumer knowledge

Conclusion

Technology is part of our everyday life, we rely on them for everything. I believe every one

should have an understanding about what we should share and what we should keep to

our self.

Even without our knowledge we already shared many information through data mining.

Being a consumer you are already a target for marketing. Its have its advantages and

disadvantages.

Reference

Kang C. (2012, January). Google announces privacy changes across products; users can’t opt outRetrieved from http://www.washingtonpost.com/business/economy/google-tracks-consumers-across-products-users-cant-opt-out/2012/01/24/gIQArgJHOQ_story.html

Komando k. (2013, November). Q&A: how can I stop advertisers from tracking me online?Retrieved http://www.usatoday.com/story/tech/columnist/komando/2013/11/15/advertisers-online-siri-ios7/3507967/

The Associated Press. (2013, November). Consumer behavior aggressively tracked this seasonRetrieved from http://www.cnbc.com/id/101235143

Reference

Agheyisi R. (2009, April). How does data mining work

Retrieved from http://mybibeat.wordpress.com/2009/09/15/how-does-data-

mining-work/

Weissman S. (2013, September). 15 Surprising Stats About Online and Mobile

Retail

Retrieved http://digiday.com/brands/15-retail-stats/

McKenzie K.R. (2014, January). Data Mining, It Ain’t All ThatRetrieved from http://theumlaut.com/2014/01/30/data-mining-it-aint-all-that/

Evans K. (2013, October). 65% of U.S. shoppers will browse online and buy in store

over the holidays

Retrieved from https://www.internetretailer.com/2013/10/07/shoppers-will-

browse-online-and-buy-store-over-holidays