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TECHNO-TONOMY Privacy & Autonomy in a Networked World Learning Module 5: Marketing and E-Commerce Learning Module 5: Marketing & E- Commerce Marketing & E- Commerce • Marketers are interested in knowing as much about you as possible so they can: – develop products and services that will be of interest to you – Develop their marketing message and advertising so that it will appeal to you Traditional Marketing Techniques: Examples • Surveys: Marketers will ask individuals to complete surveys usually by enticing them with prizes or money on completion • Focus groups: Gather a group of individuals together to discuss their views on a certain product or advertising campaign. • Customer Discount Cards: customers gain discounts on products and services in exchange for providing their personal information and allowing marketers to track their purchases Marketing Online: Examples • Cookies: Electronic text files planted on a users’ computer that collects information about the users’ preferences, including the sites visited. Normally, they are planted without the users knowledge or consent. • Web bugs: Work with cookies to mine data from internet users; can be embedded in web pages or email messages • Spyware: can track the user sites visited and ultimately piece together bits and pieces of information to begin to construct more comprehensive user identities. Marketing Online: Examples • Clickstream Data: Tracks how an individual responds to advertising and websites by recording how long a consumer stays on a particular image or website. Marketers can glean which images draw consumers’ attention. • Advergames: Interactive online games centred around a brand, and products or brand related characters used to collect information and inundate users with subtle marketing messages. Studies have shown that users are more susceptible to these messages when playing such games. • Blogs: Marketers may simply read blogs to determine the interests and preferences of users. They also use software to “mine” blogs, creating comprehensive databases. Marketing: Summary • The role of marketers is to collect personal information about their users so that they can develop products and services that individuals will like, and hopefully purchase. • Marketers are also skilled at developing strategies to encourage individuals to purchase their products. • Marketers use a variety of techniques and platforms to collect personal information and to convey their marketing messages. Marketing: Questions • How do you feel about the methods through which marketers collect information from you? • How do these methods impact your personal privacy? • Do you think that the online techniques of marketers are more or less intrusive to users than traditional marketing techniques? Why or why not?