One of the most famous lines form George Orwell’s book 1984, was the first thing that crossed my mind as I contemplated ways in which to compare the techniques that marketers use to target individual customers. As Turow stated in his article, Audience Construction and Culture Production: Marketing Surveillance in the Digital Age,marketers are essentially “constructing” consumers through their actions and techniques. He describes contemporary U.S. audiences as frenetic, self-concerned, and attention challenged. If this is the case, the ways in which marketers see their data mining strategy, is that it is only supplying consumers with what they really want ‘individualized attention’ through data mining.
Marketers see the consumer as individuals who enjoy and appreciate individualized service. Marketers think that customers don’t want to feel as if they are apart of some generalized group, and by tracking individual consumption, they could instead offer deals targeted to a specific audience. The problem with this is that sometimes the act of gathering info could go too far, and I don’t know about you, but I don’t want ANY company tracking my every move. That to me is not good marketing, but is instead borderline stalking!