We know we are followed by cameras outside the home. We know that our clicks are recorded as we surf the internet. Is anywhere private?
Inroads on your freedom and privacy have been growing. Aggregated buying habits feed back to marketers armed with the results of 1000s of psychology studies and surveys, who analyze the results and impose design on business with the sole goal of increasingly profitability.
Targeted or behavioural marketing is simply the latest step and takes advantage of new technologies and the computer power to analyse vast pools of data.
Here are some items culled from an Economist Article published in January 2009.
- Path Intelligence provides technology for tracking people through spaces using their cellphones.
- VideoMining uses cameras to watch how long people linger before they make their selection, recording their body language and whether they smile or frown, then cross-references the information by the age, gender and race profile of the shopper
- MRI scans replace focus groups to get data on what people think of brand products.
What is one of the most important things we learned? If a person can’t choose between 2 products, they don’t buy either. Make it easier to choose by placing products in categories that help people narrow their choice:
- A new product should be sold alongside similar products so people understand its purpose sooner.
- Divide your product line into types (oily, dry, normal; dark, mellow, espresso). It raises customer satisfaction.
- Provide a decoy product that is not as good as the main seller, so buyers can eliminate one.
- Minimize the intrusiveness of your investigative techniques so customers feel comfortable being watched
- As RFID chips become more ubiquitous, note what is in a shopper’s cart and send them messages or coupons for products that complement their purchase.
