Tensions Around Internet Marketing to the Family Joseph Turow University of Pennsylvania.
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Transcript of Tensions Around Internet Marketing to the Family Joseph Turow University of Pennsylvania.
The main point
Two conflicting public trends
and their institutional implications
The Revolt Against Advertising
The issues with the web
Enduring media issues: Selling violence Selling sex Commercialism Disintermediation of parents
New issues with the web
New form of disintermediation New interactive ways to get to kids
when parents aren’t around. Data mining an important rationale for
web marketers
The issues with the web
Release of family Information Passively (e.g. chat rooms, IM) Purposefully (e.g. to register)
The issues with the web
“I sometimes worry that members of my family give information they shouldn’t about our family to websites.”
36% agree or agree strongly
2000 APPC survey
The issues with the web
“My concern about outsiders learning sensitive information about me and my family has increased since we’ve gone online at home”
59% agree or agree strongly
2000 APPC survey
Pubic Concern/Industry Response
Expert and parental concerns Industry push-back COPPA only for under 13 years old Even with COPPA, data not linked to
PII can be taken and disintermediation can be carried out.
What people tell us re 13+
“I worry more about what information a teenager would give away to a website than a younger child under 13 would.”
61% agreed or agreed strongly
2000 APPC survey
What people tell us re 13+
“I am nervous about websites having information about me.”
Parents: 72% agree or strongly agree Kids (10-17): 63% agree
or strongly agree
2000 APPC survey
What people tell us re 13+
“Teenagers should have to get their parents’ consent before giving out information online.”
Parents: 96% agree or strongly agree Kids (10-17): 79% agree
or strongly agree2000 APPC survey
Kids and parents
Much higher percentage of kids consistently said it is OK or completely OK for a teen to give out family information in return for a free gift.
2000 APPC survey
Kids and parents
Is the reason generational or maturational?
Either way, it’s a wedge for disintermediation
Marketers have tried to make commercialism on the web seem natural.
Dominant theme is that the tensions are internet growing pains.
Growing pains
The agenda then turns to questions such as informed consent and opting in or out.
Privacy policies part of the problem, not the solution.
Marketers have insisted that teens are adults when it comes to privacy issues.
They also have emphasized throughout society the idea that personal information is barter, not “body.”
Teens as market
Both these ideas are furthered in the huge amount of market-driven research on youngsters.
Primary view of youngsters as consumers colors development of web and discourse about it.
The panic over commercialism seems to have subsided.
On one level, parents and the press seem to accept notion that web is just another sales territory.
But there is a counter-trend.
Counter-trend
Annoyance regarding pop-ups and spam has sparked subversion of commercials.
Entry of ISPs and technologists into the fray.
Various forms of filters, including Bayesian
Marketers, in turn, are working hard to find new ways to naturalize the situation.
The internet disruption links to similar problems in other parts of the DIME.
Naturalization attempts
Product placement
Converging with Direct marketing and CRM
To create Customer Relationship Media
Customer Relationship Media
Sponsorship embedded/highlighted Specially discounted or free media and
related goods Available “everywhere” Tailored content
Customer Relationship Media
Driven by: Explicit & implicit transaction
databases Continual data mining of legacy and
external systems Following targets “everywhere” Pushing non-targets away
Customer Relationship Media
This type of activity has new implications for audiences and media.
Family tensions over possible release of information
Increased anxieties and division over social privilege and discrimination.