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Predictive Analytics and Targeted Marketing

Today’s marketplace continues to develop in the digital realm with an ever-increasing number of companies now interacting with consumers online.  This technology also means that the vast majority of consumer behaviours can be easily tracked and stored.  For marketing divisions this is a newly discovered gold mine with practically unlimited opportunity if utilised to full potential.  “The process of machines learning from data unleashes the power of this exploding resource. It uncovers what drives people and…with the new knowledge gained, prediction is possible” (Siegel 2013, p.4).  These consumer behaviour predictions are what marketers require for the optimal alignment of product advertising and promotion with their target audience. This method however, also poses ethical dilemmas.  Data tracking could quickly become intrusive, especially given the consumer is often unaware of how they are being targeted or if they are being targeted at all.

Marketers often target consumers with predictive analytics or a “means to drive per-person decisions empirically, as guided by data” (Siegel 2013, p.12).  It is scientifically based research and is much more accurate than traditional forecasting as it eliminates the need for opinion and possibly biased outcomes due to cultural expectations about purchase habits.  It must be recognised however that subjectivity does still play a role when defining sets of data and interpreting why certain consumers behaved as they did.  But possibly of most importance is the question of whether this new technology is really working for corporations?

As an internet user myself, I have witnessed on many occasions a change in advertising after an online purchase.  It suddenly becomes much more targeted to products and services that I should theoretically be interested in however this causes a sense of unease.  A study in the UK largely identifies with this, stating “69% of consumers say they find it creepy the way brands use the information they hold on them” (Strong 2013).  This correlates with the concept of the ‘uncanny valley’, a term which originated in robotics but now is widely used to explain why people feel uncomfortable with businesses knowing too much about personal life choices and behaviours.  Strong explains that “initially consumers enjoy the personalisation or marketing communications…however there appears then to be a line which is crossed where there is too much personalisation for consumers’ comfort” (2013).  This is happening more frequently than ever before with a recent and famous instance including the big brand name, Target.  The retail giant compiles big data about consumer purchases and in this instance advertising material relating to baby products was sent to a teenage girl causing outrage.  Turns out Target had recognised the girl was pregnant due to recent purchases, all before her parents had knowledge of the pregnancy (Masnick 2012).  This scenario highlights how unwittingly intrusive big businesses can be.

As technology develops, the marketing of products will continue to become more targeted and innovative as consumer data is further researched and understood.  Corporations will have to consider however, the most ethical and unobtrusive methods of disseminating advertising material as this will affect how the business is seen amongst the public sphere and ultimately the bottom line.

References

Masnick, M., 2012. Getting Past the Uncanny Valley in Targeted Advertising. [Online] Available at: http://www.techdirt.com/blog/innovation/articles/20120217/03044617792/getting-past-uncanny-valley-targeted-advertising.shtml [Accessed 11 May 2014].

Siegel, E., 2013. Introduction: The Prediction Effect. In: Predictive Analytics: The Power to Predict who will Click, Buy, Lie or Die. Hoboken: Wiley, pp. 1-16.

Strong, C., 2013. The Big Data Arms Race Part Two: Consumer Perceptions. [Online] Available at: http://www.theguardian.com/media-network/media-network-blog/2013/oct/04/consumer-marketing-big-data-perceptions [Accessed 11 May 2014].

 YouTube, 2012. Target Knows When Your Pregnant. [Online] Available at: https://www.youtube.com/watch?v=XH1wQEgROg4 [Accessed 11 May 2014].

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Slacktivism: Inadequate for Social Change?

The internet allows for a more interconnected public sphere and a stronger vision for the future of a country’s political environment.  There have been many cases of political and civil unrest across the globe and in most cases, social media has given a voice to new demographics and allowed people to come together and create a unified movement.  It is argued however, that “online social and political activity often fails to achieve real-world change” (Jones 2013).  This is the notion of ‘slacktivism’ and is a sceptic’s view of civic, activist involvement on social media.

A prominent activist movement arose in 2012 when a video was posted over numerous social media platforms and called for radical political action in Africa.  ‘KONY2012’ highlighted the forced recruitment of child soldiers for Joseph Kony’s militia group and called for action on arresting all involved.  It sparked a huge international response and was the most viral video of all time, according to TIME magazine (2012).  To ensure the wider community knew about the video and its intentions, there was a secondary campaign called ‘Cover the Night’, in which ‘KONY2012’ posters would be displayed in major cities.  Even though “3.5 million people pledged online to support the ‘Cover the Night’ campaign, it failed due to low turnout” and hence the video was also one of the most renowned for creating a slacktivist movement where there was a lot of hype and very little action (Carroll 2012).  All was not lost however and with the relatively minute number of people who did take action, political and social change remained a possibility for Africa.  The United States Senate Armed Services Committee pledged 50 million toward the cause which was amongst other donations from people around the world (Jones 2013).  This does not indicate the actions of slacktivists but the sheer number of people sharing the video may have encouraged others to donate and be proactive.

A study by Bruce Bimber in 2001 concluded that “obtaining information [online] does not necessarily increase the likelihood of participation outside the web” but there is also no evidence that “internet activity should decrease the propensity to be active” (Christensen 2011).  In addition, even with a large minority not actively participating in the ‘KONY2012’ movement, a need for change was recognised and some did act, including foreign governments.  Overall however, social media has been used effectively in many political and social conflicts and the failure of ‘KONY2012’ is only the most notable occurrence of slacktivism.  At worst, slacktivism is harmless and self-fulfilling but at best it can create awareness and allow activists to come together and create change.  This has transpired in many countries including India, South Korea and Chile when they were politically unstable (Shirky 2011).  This must indicate that slacktivism, even though less desirable than active participation, remains a force of positive social change.

References

Carroll, R., 2012. Kony 2012 Cover the Night Fails to Move from the Internet to the Streets. [Online]  Available at: http://www.theguardian.com/world/2012/apr/21/kony-2012-campaign-uganda-warlord [Accessed 4 May 2014].

Christensen, H., 2011. Political Activities on the Internet: Slacktivism or Political Participation by Other Means. [Online]  Available at: http://firstmonday.org/article/view/3336/2767 [Accessed 4 May 2014].

Jones, C., 2013. Activism or Slacktivism? The Role of Social Media in Effecting Social Change, Charlottesville: University of Virginia.

Shirky, C., 2011. The Political Power of Social Media. [Online]  Available at: http://www.foreignaffairs.com/articles/67038/clay-shirky/the-political-power-of-social-media [Accessed 4 May 2014].

TIME Magazine, 2012. Top 10 Everything of 2012. [Online]  Available at: http://entertainment.time.com/2012/12/04/top-10-arts-lists/slide/kony-2012/ [Accessed 4 May 2014].

YouTube, 2014. KONY 2012. [Online] Available at: https://www.youtube.com/watch?v=Y4MnpzG5Sqc

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:) Online Mediated Communication

The progression of technology continues to allow communication platforms to develop and in turn optimise the efficiency of information sharing.  This efficiency however, reduces the need for face-to-face contact and for many this is having a negative effect on their perceived sociability and quality of human interactions.  The internet is at the forefront of this spectacle as the communication style with the fewest amount of social cues required for communication.  Nancy Baym explains that   “Media with fewer social cues often trigger hopes that people will become more equal and more valued for their minds than their social identities, but also raise fears that interactions, identities, and relationships will become increasingly shallow, untrustworthy, and inadequate” (2010).  These fears should be addressed by taking a closer look at how we use new media and communicate online.

A revolution of the internet and new age media is instant messaging.  It is debatably the most advanced communication system we have for keeping in touch with those around us, anywhere and at any time.  Many feel that this discourse is harmful due to the lack of non-verbal social cues online.  The Social Presence Theory states that “the fewer the number of cue systems a system supports, the less warmth and involvement users experience with one another” (Walther 2011).  This is the primary reasoning behind ‘emoticons’ which are small faces inserted in text to convey intended tone.  Most modern websites and word processors support these features however they remain limited in their ability to convey emotions and in particular, subtle nuances seen in sarcasm and innuendo.  Nevertheless, there are still many ways of staying connected and creating bonds with the mutual sharing of favourite images, videos, threads and memes.  In this way, people are able to construct their online persona and allow others to identify and understand what kind of person they are.

Common Emoticons

Degeneration of speech and grammar are also amongst concerns for those using instant messaging.  However, according to Baron, “the scant evidence so far does not offer strong reasons for concern. There are far fewer such deviations from standard language forms than people think” in such media (2008).  It must be recognised that, even if grammar and punctuation has become increasingly poor within instant messages, the context in which these messages are produced must be considered.  Baym suggests that “people…usually understand that not all textual digital media, or circumstances in which they are used, are alike” and thus, people adapt accordingly (2010).  Therefore, whether users are engaging in the casual environment of instant messaging or a professional blog such as this, they know to utilise the grammar and punctuation of the correct discourse.

Whilst the internet is a far more mediated environment than ever before, it has most likely brought us closer together, allowing us to share content instantaneously.  It must be acknowledged that poor grammar and punctuation does litter some mainstream websites however this does not represent the deterioration of formal and professional texts.  It merely indicates that most users adapt their level of formality depending on their intended use.  Ultimately, users are seeking the most efficient and time effective means of communication and instant messaging is the perfect method of casual, interpersonal communication.

References

Baron, N. S., 2008. Always On: Language in an Online and Mobile World. New York: Oxford Press.

Baym, N., 2010. Chapter 3: Communication in Digital Spaces. In: Personal Connections in the Digital Age. Cambridge: Polity Press, pp. 50-71.

Fast Icon Design, 2014. IconSet: Emoticons Icons by Fast Icon Design. [Online] Available at: http://www.iconarchive.com/show/fast-emoticons-icons-by-fasticon.html [Accessed 4 April 2014].

Walther, J. B., 2011. Theories of Computer-Mediated Communication and Interpersonal Relations. In: The SAGE Handbook of Interpersonal Communication. Austin: SAGE Publications Inc., pp. 443-472.

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Is Technology Making Us Dumber?

In the twenty-first century, a new realm of synchronous media, facilitated by ever-advancing technology, has come to be an integral part of everyday life.  In the last few years however, it has transformed from being a part of our lives to an extension of our being.  This has prompted questions as to whether the media is causing our intellect and memory to suffer due to the instantaneous and effortless nature of life online. 

The theory of technology changing who we are and what we do is known as ‘technological determinism’ and academics such as Nick Carr believe it is having a largely negative effect on the functioning of our brain.  He says the internet is “chipping away [his] capacity for concentration and contemplation” and that “someone, or something” changed him (2008).  Whether this is a direct and causal effect of constant and often passive streaming of information, remains to be seen however.

My opinion largely disagrees with Carr in that I believe evidence seems to indicate an increase in intelligence from one generation to the next.  This is most likely due to mandatory education in most developed countries and the increased availability of tertiary schooling but also the immense volume of convenient and accessible information online. 

Historically, new ideologies and technology have been socially rejected and deplored by a number of academics and key public figures.  This trend dates back thousands of years and can be seen in the invention of television, print and other forms of media and communication.  A significant example of this occurred a few thousand years ago in Ancient Greece when Socrates “decried the invention of the alphabet and writing as a threat to the oral tradition of Greek society”.  He also made strikingly similar claims to that of Nick Carr, claiming the advancement would cause problems with memory and learning amongst other things (Baym, 2010).  These claims of course never held any evidential truth and such a claim made in the twenty-first century would be disregarded as nonsense in any social or academic discourse.  This leads me to believe that this is an ongoing phenomenon with no real substance.

Fortunately, there have been a number of publications that reinforce the brilliance of a digital age.  Guessoum describes the new era of media as one that allows someone to free their brain of unnecessary storage tasks.  Gone are the days of committing bodies of text to memory.  In this way, one can build on information readily available, and simply know where to obtain information and how to connect those ideas and concepts (2013).  Overall, the internet has given rise to the collective academic, social and creative work of billions across the globe.  It is permitting the human race to collaborate, analyse and discuss key issues, generating the largest body of knowledge the world has seen.  It is inconceivable that such technology could be destroying our intelligence.  The age of enlightenment has just begun.

References

Baym, N. K., 2010. Chapter 2: Making New Media Make Sense. In: Personal Connections in the Digital Age. Cambridge: Polity Press, p. 26.

Carr, N., 2008. Is Google Making us Stupid?. [Online] Available at: http://www.theatlantic.com/magazine/archive/2008/07/is-google-making-us-stupid/306868/ [Accessed 13 March 2014].

Guessoum, N., 2013. Is the Internet Making us Dumber or Smarter?. [Online] Available at: http://gulfnews.com/opinions/columnists/is-the-internet-making-us-dumber-or-smarter-1.1241754 [Accessed 13 March 2014].

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