Kermit, Miss Piggy or (my absolute favourites) Waldorf and Statler, who spice up the shows with their ironic comments – who doesn’t know the cute characters of the Muppet Show? Lost in nostalgia it is easy to forget that they are still puppets. Controlled by people that cannot be seen. The people in the background, creating themes, dialogues and filling the characters with life, remain invisible.
Mount Everest of Data
Most of the data that we disclose on a daily basis is also invisible. Data collected by browsing the internet or even data we provide voluntarily by signing up to online services. In April 2018, Mark Zuckerberg, founder and CEO of Facebook, had to report to the EU and explain how a data scandal around Cambridge Analytica was even possible. During the US presidential election campaign in 2016 data from thousands of Facebook users was utilised to manipulate voters with illicit election advertising. Would you have noticed whether you’re fed with more ads for a certain political party? Let’s say you did, would you have even bothered to report it?
Brands are collecting or buying consumer data on a large scale to run targeted ads. Though, is ..
Modern Marketing more than just Advertising?
Advertising began as early as the 16th century, when business cards were exchanged and later print advertising appeared in magazines. In the 1920s the first radio ad ran and in the 1940s the first television commercials aired. Yes, people actually listened to the radio on a daily basis and television was a central resource for staying informed. No Netflix and Chill evenings back then.
Any relevant literature on marketing and advertising stresses the importance of focussing on the wants and needs of the consumer. In fact, the strategic orientation towards needs and the adaptation regarding the customers, is crucial for a successful marketing strategy. Shouldn’t we then as the consumers have a say or at least some power over the market? Are marketers really the ones pulling invisible strings, feeding us with subliminal messages and are we even free in our every day choices?
The Internet of Participation & Nougat Ice Cream
If you were a student in Germany a decade or so ago you might still remember StudiVZ. Essentially, it was the German version of the early Facebook and a pretty big deal during my time. Before Facebook crushed StudiVZ, it was THE online meeting place. Anyway, there was a group called the “Nogger Choc Missers”. Since 2001 they fought hard to bring the infamous Nogger Choc back to the market. (For all of you who missed one of the sweetest pleasures your freezer can provide, we’re talking about ice cream.) In 2007, a petition was released and the nougat craving voices were heard. Langnese reintroduced the ice cream to the supermarket shelves and the Internet of Participation was born!
Since then, there have been many crowdfunding projects, political petitions and, in general, social media marketing that relies on sharing and communicating with users. So yes, the internet opens up huge opportunities to connect, share, collaborate and educate to make a change. It’s become an integral part of our every day lives. When was the last time you left your home without your phone? However, lets not forget that by being online practically 24/7 we’re giving way to sharing data about where we go, things we like and how much we’re willing to spend.
Life’s good in the Bubble
Marketers seem to know exactly what I want, so why care how much they know? Well, let me tell you something, and I work in marketing, every company has the ability to target a certain audience almost precisely. The algorithm and mountains of data Facebook, Google and co collect make it possible to stay in a bubble created around you without you even noticing. You’ll be shown what you’re likely to be interested in revealed through your likes, comments, age, gender, origins, interests and browsing behaviour.
Modern marketing is data-based marketing. Ads are served not just to the right people, but also at the right time and place. Brands spend millions on research around shopping patterns, what images trigger certain emotions and ultimately how to get us hooked in the best way possible.
Are we still making Free Choices?
Nevertheless, the question is whether we make decisions consciously and out of free will. Yes, manipulation and cognitive bias through marketing has elaborated in a way that one should really wonder whether that shirt you just ordered impulsively while you were simply scrolling through your Instagram feed was really necessary. Though, the question around free will is definitely not an easy one to answer, especially not in a single blog post.
There are too many complex physical, chemical and biological processes happening in the body that you could possible actively control. Obviously, marketers aren’t simply pushing our buttons to remotely lead us to the stores even though it does feel like brainwashing when you look at the lines outside an Apple store every time a new iPhone is released.
So, now what?
Despite all efforts of modern marketing do we consciously deal with our decisions or do we at least question them once made? Do we question enough what data is collected of ourselves, do we delete it and do we consciously seek out other other sources of information? Are we aware of our power of co-determination or we happy for marketers to know more about us than they should? Have you ever looked up what data Facebook has of you? Which cookies have been set? Have you ever signed a petition, critically questioned sources or even talked about it in your social network? Or submitted topics for the Muppet Show? I appreciate your comment!
P.S. Useful Links
How to check your Facebook-Data
How to check your Google Data
