Digital stalking


My mother used to tell me that she hated sleigh rides because you were down the hill in a flash but had to struggle for a long time to get back up to the hilltop.

Apple’s new bedtime app is a slippery slope app.

This app sends all of your personal sleeping habit data back to Apple as meta data. Use the translate app and every word you translate is recorded by Apple as well. Your Safari browsing data as well. The list goes on and on. The more you use your apps the better organizations like Apple and Google are able to profile your cohort – and ultimately you. 

Once you’ve provided your consent to use the app and personal data collection you’ve donated that data for life. You cannot get it back – or expunged.

The trend troubles me.

The (traditional) mass media advertising model assumes that on any given day a certain percentage of people enter or exit the “buying cycle”. Mass media campaigns are designed to reach a certain percentage frequently of the people in cycle often enough to ensure message comprehension could take place. The reach / frequency equation is based on tons of empirical research that models message comprehension and memory decay. Brand awareness and purchase behavior were two important measures of campaign success.

Almost all of the campaigns you see today are ROI (retail sales) driven.

Cookies are used to track online behaviour and drive campaigns. Along with other tracking data sets this has led to more intrusive online media channels and far more frequent advertising exposures. And while PPC makes campaigns VERY cheap, in many cases they're not very effective. 

The future is here and it's in re-marketing.

Basically I identify you with a digital profile and hound you until you buy my stuff. No matter what online media you select I’ll find you. I can use your phone to tell me in which store you are, which isle you’re in and which product display you’re approaching. You profile will activate a text message and the shelf – talker, encouraging you to buy my stuff now because you, dear reader will get a special + unique discount or GWP from me.

Off-line that's called stalking.

Where will this end?

What will this mean to you and your family?

Is this really what you want?