The
world of marketing is getting more and more competitive. Due to the increase in
technology and use of big data, marketers are going to extreme measures in
order to gain customer insights. Personally, looking at a future in the field
of marketing, I understand the use of technology and social media in order to
gain a competitive advantage. These are vital to success in the growth of any
business, but there is point where companies can cross ethical
boundaries.
An
example of this ethical boundary being crossed can be seen in the article,
“Bionic Mannequins Spy on Shoppers to Boost Luxury Sales.” Within this piece of
writing, they discuss new and upcoming technology to gain consumer insights for
the retail industry. By inserting cameras in the eyes of mannequins, they are
able to track shoppers’ age, gender, and race as they pass by. The company,
Almax, is also testing the possibilities of hearing technology in order for the
mannequins to eavesdrop on costumers’ conversations and gain their opinion on
select clothing items. Though this technology is futuristic and could provide
valuable information for retailers, I personally believe it’s an invasion of
privacy. I agree with Nordstrom refusing to use this new technology saying, “It’s
changing landscape but we’re always going to be sensitive about respecting the
customer’s boundaries.” Spying on consumers in this way, without their consent,
is creepy and a complete invasion of privacy.
Meanwhile,
I believe that the use of social media is an ethical and powerful way to gain
consumer insights. Fearing they will lose consumers interest without it, social
media is looked upon as a necessity among companies. In the article “Tweeting
Without Fear,” they point out a rapid expansion to the twitter world among a
variety of companies. Marketers are using twitter as a way to communicate with
potential consumers and fans of the brand. Whether it is offering promotions or
asking for advice, twitter has given companies a way to connect with consumers
in an informal way. Due to the fact that followers are choosing to participate
in engagement, twitter and the use of other social media forms are ethical. The
use and often over reliance of social media can be deceiving to companies as
they misinterpret quantity with quality, as described in the article “For Brands On
Facebook, Fan Quality Trumps Quantity.” Engagement and loyalty are vital in
gaining valuable consumer insights, thus changing the quantity of facebook
friends to quality. Company’s often view “likes” on their facebook page as
valued customers, when in reality it’s the first step to growing a relationship
and gaining knowledge about the wants and needs of that consumer. I believe
this type of connection is ethical, due to a more direct
conversation rather than invasion of personal privacy.
Personally,
one my biggest complaints with retail stores is invasion of privacy. All I want
to do is walk into a store and shop by myself, but next you thing you know sales associates are surrounding you. Personal space and privacy
are completely taken away. This is the same way I feel about having hidden
cameras and listening devices in store mannequins. I, along with other
customers, would find business elsewhere if I were to find out this technology
was being used in my favorite retail stores. I think this is going to be an
upcoming problem for companies, not only in retail, but for all those that
push the limit and seek to acquire too much personal information. Consumers
will eventually become uncomfortable knowing that they are constantly being
watched and monitored, resulting in lost business. I think there are
alternative ways to tastefully acquire information and big data that are more ethical.
Overall,
I think it’s important for marketers to continue seeking ways to gather key
insights through the use of technology and other platforms. It’s easy to get
carried away with the numerous possibilities, but extremely important to remain
ethical and maintain consumer’s privacy. The “Big-Brother” effect, in which
individuals get the feeling that someone is always watching them, is a rising problem in todays society. With web browsing records, cameras, and purchase
tracking, people’s privacy is constantly being invaded. The introduction of new
technology is resulting in marketers flirting with the fine line between invasion of privacy and ethics. There is an ethical limit and it’s important for
marketers to see this in order for them to continue to gain customer support,
loyalty, and trust.
