There is no doubt that as users of technology we are aware that the search engines and apps we are using are tracking our movements online.
However, what we do not know is the extent of the data that they are collecting about us.
Companies such as Woolworths, Amazon and Apple are using predictive analytics coupled with web analytics to gather in-depth information about our location, wants, needs and desires. It’s even getting to the point where Amazon have announced that they are using ‘anticipatory shipping’ to send out products to consumers before they even order.
So that leads us question, what don’t they know about us?
Although this means we are seeing more ads which are relevant to us, it also means that we are getting less of a choice about what we see and don’t see, which can limit our power as consumers. This article by Mehmood Hanif further outlines this.
Another idea to consider is how long is this information stored, especially as a fast-paced society views and opinions can change without a moment’s notice. This is important because if we are going to be saturated by marketing we at least want it to stay relevant.
There are also many implications that can be drawn from this such as, is what you post online considered to be public, even if you elect to privatise your information with privacy settings? As well as, ethical challenges that can arise such as how much of the content you are producing does social media platforms own?
From a digital marketing standpoint this may give rise to issues concerning copyright and intellectual property, especially as social media platforms are notoriously known for having convoluted and lengthy ‘terms and conditions’ which can prohibit creators and users on their platforms from having the legal right to content the produce or the digital footprint they create. Both Emily Wolfinger and Bruce Legal go into further detail about these implications and the potential legal repercussions.
Join the conversation and comment down below your thoughts on how much you’re willing to let the internet know about you.
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