Communication Theories : Privacy And Personalized

It has recently come to my attention that Target Co. utilizes data mining to extract a wide spectrum of information about its customers by accumulating, analyzing and storing data about customer purchases. While I understand that this practice enables Target Co. to simultaneously deliver individually targeted advertisements across its diverse customer groupings, thereby increasing the potential for sales and improving customer retention, I also understand that large amounts of data unearthed by data mining can be manipulated to uncover hidden purchasing patterns to predict and shape future purchase decisions. Therefore, although there are significant benefits to using data mining, there are also serious costs associated with data mining that

For many years, advertisers had tried to find out an efficient way to understand their target markets and the customers. Before the age of information system, it was difficult to track their customers efficiently, and therefore they were like swimming in the dark when they dealt with the customers. They could only make the very broad target customers and send them advertisements through newspapers, television, magazines, or other media. However, this traditional method of sending advertisements to everybody that the companies could reach was not working well, since it ignored the demands of the receivers. However, along with data mining, it brings a business revolution to the whole world.

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

From the perspective of consumer or individuals the big issues is to make it accepted. Actually some peoples don’t know yet that computer advertising work like this. However, peoples who know it are divided in two part, those who like it, and the others who are afraid. Peoples who are afraid of it it’s because they don’t understand the way of its working the concept and only after come the privacy question. The others who like it, just know how to use it, work with it and find it convenient because it serve their own interest. More of them are

Privacy can be best described as a reasonable expectation that as person may have in which you can be free from being observed. Privacy is a right that we usually all take for granted; it is a right that has become even more important as technological advances continue to make it easier for cyberactors to target both individuals and corporations alike. More and more our privacy is something that we should be trying to protect, but the reverse seems to be occurring as we create a wide spread and diverse online footprint. We create social media pages, shop online and use email to name a few of the ways that we make ourselves vulnerable.

This article coincides with Chapter 12 regarding consumer law. Consumer privacy is a largely unregulated section of business. Other states, such as European Union, have already developed policies concerning the use of consumer information in commercial markets. Other have suggested that the United States develop current organizations such as the The Consumer Financial Protection Bureau to include a role in consumer privacy regulation. Regarding consumer law, the issue of consumer privacy is involved in both advertising and credit protection. The credit scores of citizens can be investigate by government agencies as well as marketing companies that buy this information. Furthermore, the various types and vast quantities of personal information like buying habits, purchasing preferences, and consumption history,

This ever-present, Big Brother-like surveillance messes with people’s perceptions of their privacy. Naturally, when you are constantly being watched by someone or something, you perceive a loss of privacy. “People are concerned about privacy; they are afraid that the digital systems they use on an everyday basis may bring unwanted effects into their lives.” (Lahlou, 2008, p. 300) In his article, Lahlou presents an alternate way of viewing privacy that better SOMETHING HERE Lahlou points out that “Privacy was initially understood as ‘the right to be left alone’ and sometimes ‘encryption.’” (Lahlou, 2008, p. 312) This definition seems like it applies in the case of Harris’s experiments, the Panopticon, and the Internet as whole; we know we

Marketing is a discipline that attempts to identify and serve the unique needs of separate segments. Through research, marketers divide potential customers into groups based on common sets of characteristics. These traits pinpoint similar professions, income levels, geographic groups, lifestyles, aspirations and perceptions. When companies target more than one segment, they practice multi-segment marketing. Some firms sell the same product to more than one segment due to its mass appeal, while others manufacture several product lines that appeal to distinctive groups.

Likewise, guarding that personal information is rapidly gaining increasing significance. There is a need for the establishment and implementation of information privacy laws and standards to protect, such as social security numbers, home addresses, and health records. Fast food restaurants collect such privacy information in order to learn about their customer’s behaviors, for example, who orders what menu items, at what times of day, and from what particular franchise location. Likewise, when creating marketing strategies, these restaurants are able to better target customers with ads and commercials that better wet appetites. On the surface, this may seem legitimate, but weighty issues such as consent to acquiring this personal information cannot be implied by circumstances rather than giving an individual the freedom of choosing to consent.

For the past few years, new information technologies have increased the possibility for companies to collect, store, analyze, share and use personal information. These activities have had many positive effects on the economy in general and certain advantages for consumers, including more customization and better targeting of commercial proposals. However, adverse effects due to the knowledge of these data have also been updated, including one related to the privacy invasion. The variety of responses that the subject arouses has led researchers, individuals and companies to wonder what is the respect of private life to generate such a strong opposition and also contrasting

Technology has been known to make among the biggest profits in the economy. Most of the success is associated with its significant and multiple advertising capabilities though theories of fraud have contributed in making money. Some technology firms practise target advertising where the user may have profiled in their sites giving out essential information that makes them a key target of the ad. Business is currently dependent on information technology for transactions. Though it may seem efficient, there is no guarantee of the consumers’ privacy especially in more individualized market transactions which require greater monitoring hence more information (Iyer & Samociuk 2006).

Market segmentation is a process that is used to make the selling of goods or services more efficient and profitable. By dividing a large and diverse population into smaller groups, marketers can craft persuasive messages designed to target a specific audience. Examples of these categorizations are age, race, socio-economic status, geographic location, occupation, and gender. These demographic distinctions inform every part of the marketing process, from product conception and design all the way to advertising message content. In addition, this process also aids the consumer in making purchasing decisions. Because living in a society driven by consumerism requires seemingly constant deliberation between various goods and services, the categorization of products in this manner can decrease cognitive load and speed up the decision making process (Sandhu, 2016).

The idea behind this study is of great significance because e-commerce (online shopping) has grown tremendously since the turn of the century. It has shaped the way people do shopping for the most part.

The question of privacy has been a major topic in the United States for years, the first time it became a national discussion was around 1890, when Samuel Warren and Louis Brandeis wrote The right to privacy (Ohlhausen & Okuliar, 2015). The history of consumer privacy is one that is contentious, and with every advance in financial and business technology, it has to be readdressed to ensure there is a balance between consumer’s privacy and

Most of the websites collect money through advertisement; websites collect a bunch of information about who visits the page that they use to target their advertisements to services and product that reflect his interests. So targeted advertising is a good thing because it allows the web to run without the necessity to pay for every visited page, but people should be informed and conscious of where the information websites collect go; information a visitor indirectly give can be very personal and he might not want them to be collected.