NONE: re: ONLINE-ADS>> Marketing in the Year 2010
re: ONLINE-ADS>> Marketing in the Year 2010
Christine (ryave_at_netservices.com)
Thu, 20 Nov 1997 13:36:06 -0400
This is pretty much already happening now, but I don't think the consumer
public is happy about it.
A major grocery store chain here in Pittsburgh introduced their special
discount card, called the Advantage Card (I'm sure this is copyrighted),
awhile ago. Anyone can get a card by filling out a form. Card members get
special discounts (often significant) on many grocery items, as well as
sporting event tickets, local amusements etc. The card is also used for video
rental and as verification for check purchases, so the required form does ask
for a lot of information. This is NOT what upset people.
Apparently the word got out that this grocery store chain was recording what
each customer purchased, so they could include specific products in the ads
they send out every week. I'm sure they were also using the data for other
reasons, but it was definitely internal -- they weren't selling it. Targeted
advertising based on research data. How dare they.
What followed was actually incredibly ridiculous and somewhat humorous (to me,
the marketing person). Local news stations were interviewing customers
outside of the stores asking them what they thought. Sweet senior citizens
turned into angry militants, "It's none of their business what brand of
oatmeal I choose!" What a riot. They actually saw this as a HUGE invasion of
privacy.
Personally, if I use Super Duper Bright toothpaste, I would love to get
coupons for THAT toothpaste in the mail. And if Brighter Whiter toothpaste
finds out that I'm using Super Duper, I wouldn't mind getting and even better
coupon from them. The consumers have the edge here. Bargain for the better
deal. We've been playing with the Long Distance companies for years now --
why should groceries be any different?
The only thing our grocery store *maybe should have done differently was warn
people. This is the card -- this is what you can get with it -- but in
return, we're going to compile some statistics for advertising purposes using
your purchasing habits. Take it or leave it.
While marketing people are salivating at the possibilities, consumers are
bracing for a fight against Commercial Big Brother. It'll happen, but not
without a fight.
Christine Ryave
Internet Marketing Director
Internet Services Corporation
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http://www.netservices.com
http://www.pittsburgh.net
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