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promotional media ecologies - Essay Example
Journalism & Communication
Pages 8 (2008 words)
IMPLICATIONS OF DIGITAL PANOPTICISM AND PROFILING FOR CONSUMERS 20th April 2013 Introduction The need for marketers to expand their market share and increase the number of customers has led to the adoption of technologies as a key way of promoting their products…
Having its root in the agricultural economics, marketing management was developed to cope with mass production that triggered mass consumption in the 20th century. Additionally, the establishment of market research was a major step that was undertaken by early marketers in order to fully understand the needs of their customers. In this way, organization would produce quality brands based on the requirement of their consumers. Another key strategy that local and international companies have adopted is the storage of consumer’s information in order to contact them in future. This paper critically discusses the implications of digital panopticism and profiling for consumers. As stipulated by Foucault (2004), profiling for consumers is imperative for organizations that are focused at in identifying and responding to the changing consumer needs. In the same way, Tredinnick (2008) indicates that the growth of modern technology is vital in undertaking consumer surveillance. In this regard, one of the major implications of digital panopticism is effective market research that is vital in identifying what the consumers want. During the 2oth century, companies market segments were significantly big a situation that affected effective management of markets thus making it difficult to provide personalized products and services. ...
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