Implications Of Digital Panopticism And Profiling Essay

Implications Of Digital Panopticism And Profiling - Essay Example As argued by Jason and Detlev (2010) the development of a system of consumer segment that was referred to as A Classification of Residential Neighbourhoods ACORN that was focused at proper storage of consumer information was essential. One of the notable icons who significantly contributed in market segmentation through information technology is Jonathan Robbin. Based on his contributions and development of software in the marketing field, social clusters emerged. Another implication of digital Panopticism was improved market intelligence. Through storing of information that related to various market segments, marketers are now able to clearly understand socio-economic factors, consumer’s preferences and tastes that are fundamental in the production and delivery of products. Firms are in a position to emulate effective marketing mix that matches the needs of their customers. Emergence of socio-demographic surveillance and real development in consumer surveillance is another ma jor result of the digitalization. This was based on the extensive marketing studies that include algorithmic analysis and data mining. As a result of the extensive use of information technologies, companies can now identify behavioural relationship and consumption patterns that could not be recognized before the use of modern technologies. For example, through the use of internet, consumers can now give feedback that is used by companies such as Coca-Cola to produce brands that are needed by their consumers.