User online aggregate activity response and behavior segmentation continue to be very relevant in the digital economy.Data is power, in particular you can access and know about your target customer behaviour, what they like and what they dislike, so you can provide them with the advertisement they are more likely to click. This is no secret for all the online service provider or offered application can do. It is one of the reasons so many free applications are offered, with that license condition, so they can track your action, activity and records for each individual, aggregate and analyze with the big data, so they can come up with useful business intelligence (BI) that can be making effective business decisions.
Only issue is that not all service providers will disclose what they will use your information for. As more and more users are engaged in the online activity, what they liked the most, the subject matter, keyword and writing that most likely induce for the engaged conversation and positive comment. When service providers pair you with different focus groups and provide different sets of content and research your likely response to understand what is more likely to be like and click, they will eventually get a better understanding for what kind of content serves well for what kind of keyword or category of the advertised product.
For example, keep showing image of over fat male or female figure, to unconsciously influence and process the information and likely for slim program product, or keep showing beautiful photo take by certain brand and product of camera, this for long term or within the campaign period, for sure will boost what it originally intent to be.
As most of the social media continues to provide “free” for end users, in exchange for the terms and conditions or given them consent to do research and make use of the users activity, response and records, it will continue to be the way to be, despite recent rise of the concern for privacy. As the said service provider can ban the said users if they do not agree for being tracked, and due to the size of those respective platform service providers, they will continue to exercise the monopoly power and users have force to accept it. This is why these few years have seen the rise of the regulatory compliance initiative to counter the power from the platform provider in terms of using and against certain kinds of tracking.
As a business model that scalable to global potential users, those platform providers have global power, if you want to use the application and service, you need to accept it. This is why now we have more and more users starting to use anti tracking software and add-on to the web browser they use, to prevent platform service providers from collecting information that the user does not want to share.
The same information that is collected can be used for good and for bad. This is why regulator compliance initiatives need to be in place, to avoid platform providers over collecting user data and use it for some of the unauthorized experiments. The world is moving toward permission based marketing for a long period of time. By accepting the end user license agreement (EULA) that you install or activate an online account, you need to accept EULA.
As the world keeps digital transformation and deeper digital economy transformation, more and more data will be tracked for good and for bad. For each of the business enterprise need to know what the modern technology can be use for help enterprise to provide better services to their target customer by study and understanding their target customer better, so they can work out better define customer profile.
Are your current top business and management team know about and capable of leverage to improve the decision making? This is why in most of the survey you will notice all the business leaders expect digital transformation regardless of pre or post COVID-19 pandemic era. Because it ensures you collect the user data and provide answers for a lot of the experiment, and they can group users according to the experiment results.
Welcome to the digital marketing era and those who know how to use it will outperform those who remain and just use the traditional marketing practice.
E-SPIN Group in the enterprise ICT solution supply, consultancy, project management, training and maintenance for corporation and government agencies did business across the region and via the channel. Feel free to contact E-SPIN for your project requirement and inquiry.
