Re: ONLINE-ADS>> Marketing in the year 2010?

Kathy E. Gill (kathy.gill_at_boeing.com)
Thu, 20 Nov 1997 12:06:30 -0800

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From: "Holloway, Andrew" <aholloway_at_cliqnow.com>

> For marketers, this scenario (laid out in PC Magazine) is an exciting
> way to target consumers with pinpoint accuracy. In a world of ATM
> cards, credit cards, and online purchases, it wouldn't be hard to
> collect in-depth information on individual's purchasing habits. It
> would be just as easy to keep this information in databases and sell it
> the way less detailed information is sold today. Imagine buying a dog
> at the local pet store and coming home to find Puppy Chow commercials on
> your interactive TV set. What do people think about these possibilities
> as marketers? as private citizens? Should information of this type be
> available? Should merchants, credit card companies, debit card
> companies and online stores be able sell demographic data on
> individuals? Should
> database companies be allowed to collect these in-depth details?

So, in your vision, Big Brother is not the Government, but Marketing
Departments of Mega-Corp-Earth?

As a citizen -- I have VERY mixed feelings about this data
gathering/integration. I know that it is TECHNICALLY possible to
integrate data like this -- but is it ethical?

Do I "own" the right to release (or withhold) my buying patterns?

Today, when I register a new piece of software, I can say "don't sell my
name" -- in this scenario, that freedom -- that privacy -- appears to
have been Zapped.

I'm less concerned that TV folks will get THEIR act together to be able
to target ads. With Digital TV Satellites as a very viable alternative
to cable -- how are you as a marketer going to know Who I Am? And this
scenario paints a picture of an industry that is more flexible and
innovative than my perception.

I'd like to think that as a society we are evolving away from a
consumption mindset. Of course, this scenario relies on that evolution
NOT taking place.

Kathy E. Gill
keg_at_dotparagon.com

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