The paper “ How Marketers Seek Out Data about Their Prospective Customers in Creative Ways to Learn the Target Market Better" is a pathetic example of an essay on marketing. Although demographic information on large numbers of consumers is used in many marketing contexts, some people believe that the sale of data on customers' incomes, buying habits, and so on constitutes an invasion of privacy and should be stopped. Is Big Brother watching? Comment on the issue from both a consumer's and a marketer's points of view. In the modern world, technology comes into use for business in many different ways but regardless of the technology used or the business where the technology is being applied, the primary motive for the application of technology is to improve the efficiency of the business and to make a company more effective than it is.
For example, demographic information about a large number of consumers is utilized in the context of marketing by creating related databases and this application of technology which is now being helped by the most modern tools such as RFID tags (Fitchard, 2005).
The collection of this data can be shared with other marketers to compile complete reports on individual customers' buying habits, incomes and other information that can be deemed private data. However, this approach has been criticized by many as being close to Orwell’ s Big Brother and there are two different viewpoints that are taken on the subject. The business applications for information collection become obvious when we consider how such data can be used in the retail industry as well as other situations where marketers need to know all they can about the target market.
On the other hand, there are strong privacy issues and legal questions regarding the security and the protection of the collected data from prying eyes as well as preventing the use of the data by nefarious individuals or companies. In such situations, it becomes important to look at both sides of the argument before we can arrive at any conclusion. While privacy advocates and some consumer support groups may say that marketers and advertisers already have too much information about their buyers and individual tastes. As reported by Galician (2004), online retailers such as Amazon. com have access to large amounts of information about their customers and can make predictions about their individual tastes.
Businesses, as well as marketing professionals, suggest that they can never have too much information for their information systems (Levy and Powell, 1998). In fact, they go as far as to say that the information they have is not nearly enough to provide a level of service which they aspire to and much more is needed (Williams, 2004). The need for information with regard to marketing is painfully obvious and the ways in which information about a customer or a large group of customers can be used depends only on the imagination of the marketing company.
This is certainly no secret because businesses have known for decades how a rise in the level of information means a reduction of risks as well as an increased level of opportunities (Knight, 1921). In fact, that is the idea that leads us towards becoming a society where information is a competitive advantage for running a successful business (Prakken, 2004).