Marketing is all about understanding your consumers’ black box, which means understanding consumers’ buyer behaviours. With big data, marketers now have the opportunity to perceive your footprints that is created every time you connect to the internet. Thereby understand your buyer behaviours. Take Woolworth as an example, if they use such technology. They can analyse exactly where you mostly walk in the store. Which parts of the store and products, that you are attracted to the most. Thereby update you with sales through your smartphone on products that are of interest.
Just imagine the possibilities with such technology in all our things. One of my jobs is in retail, at Armani Exchange. What I would like to see, is technology that is implemented in our heads instead of our phones. We would not only see patterns of where most customers locate themselves in the store, or being able to forecast trends, but also connect smart t-shirts with consumer feelings when touching that t-shirt, as the smart
chip in our head can analyse our feelings. It would lead to more tailored and price optimised items for the customers and less waste of human and physical capital when producing clothes for the brand. leading to a more environmental friendly production process, beneficial for both consumers and marketers.
I use big data every day to tailor my Instagram posts, to know who my followers are. By using the app “Instareport”, I can see exactly who my followers are and thereby determine which preferences they have. This enables me to tailor my posts to serve a satisfy those followers. All thanks to big data.
But there is also a dark side of big data and the Internet of things. Imagine yourself not being connected to any health-related application. If we take the Woolworth example once again, a mayor issue that could arise, is if you always walk through the unhealthy parts of the store. Every time you purchase something unhealthy, the big data will collect it and feed you with unhealthy products, leading to obesity. From a marketing point of view, it would concern them as the wellbeing of their customers will affect their business. Especially with the viral web where people are addicted to post concerns and blame others.