Twitter and
Datalogix, a digital media and database marketing firm, announced this week
that they will be working to estimate 'offline sales impact' of tweets. How are they doing this you ask, because you
try to stay anonymous by using a Hashtag?
Datalogix obtains email addresses from stores that a user has registered
and combines it with information obtained from Twitter by matching email
addresses to hash tags. While this is a
necessary move for Twitter which needs to prove its efficacy in the marketing
world, does it render the users of twitter to more targeting? Twitter has
addressed privacy of individual tweeters by adhering to a set of guide lines
described at https://blog.twitter.com/2013/promoted-tweets-drive-offline-sales-for-cpg-brands. However, we all know that privacy rules
can be changed by companies easily.
Marketing today
has become personalized and customized to each individual that it is bordering
on creepy. Most digital marketers who
know the ins and outs of the digital world choose not to leave a digital
footprint on any of the sites. Credit
card companies, search engines such as Google, and retailers like Amazon to
Target have intimate knowledge of where we are physically, what we are buying
and what we might purchase next. With so
much of our information being publicly available, don’t you feel that the
outcry about the government tracking information about our phone calls is
reverse discrimination?
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