Tag Archive: Information

I find it really interesting listening to the perspective of Dr. Strangelove, that is, the market value system compels consumer’s to act.  Being a Business student as well as a Communication student gives me an opportunity to see both perspectives of this argument. I can assure you that when looking at consumerism from a marketing perspective, there is a value system that is taken into account. We see marketers segment the market and put individuals into certain classifications and categories.

So whats with the conservative saying: “The more we participate in branded consuming, the more that corporations must listen to us and the more power the consumer has”? I don’t understand how padding a corporations bottom line will incline them to listen to the consumer? I understand the emphasis today is on long-term consumers but, I still stand by that boycotting a company works way better than buying their product so they will listen to you. Market shares are so small these days for most companies, therefore many companies will feel the impact of being boycotted. We have already seen that companies with big financial bottom lines and huge participation from consumer’s in branded consuming do not listen to their consumers’. These businesses will still participate in unethical business’ practices even with the support of millions of consumers.


This video was made on June 11th of 2006, which is three and a half years ago. Looking into the future which back then would have been today, do we see anything that’s all to surprising? Sure no one particular pizza shop has said those things to you when ordering your pizza , but, when you a buy a new hoodie from “BillaBong” and they ask you what your address or postal code is, what do you think it’s for? Not only do corporations have the resources to figure out information about us, but New Media has encouraged a free-flowing “river” of information.

Media’s such as Facebook, Twitter and even YouTube , have created a culture where everyone needs to know when you date, do well and poop. Everyone is on a “need to know” basis. Corporations use this to their advantage to collect information about “Market segments”. In the video we saw, it was clear that the pizza shop knew everything about that individual, such is not the case today. Marketers today can tell you that information about clusters or Market Segments, which is essentially, a group of people who respond similarly to a product.

Marketers know their average wage, debit, family size, favourite activities, leisure time, vacation spots and health issues. They know this information about that cluster, but they don’t know exactly how much debit and leisure time John Smith has , who happens to be a part of that cluster. Why? There is no need to take it to the individual level, it’s time-consuming and costly. Quite frankly, in business today, there is a need for knowledge and not information. Taking it to the individual level would create more information and approximately the same knowledge.

New Media is a marketers dream and worst nightmare. It can be hard to advertise on (YouTube) but, you have consumers giving you information that was so costly to acquire in the past on Facebook.