Introduction To Global Business Coursework Example

Introduction to Global Business
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Introduction to Global Business
Abstract
Very often, people tend to encounter advertisements for contents they had searched for on pages such as Yahoo and Google. Through the use of data analytics that is conducted by companies such as Google and Acxiom, companies have been able to send advertisements to target customers who had previously searched for a particular product. Customer search information has reduced the costs incurred in advertisements since most companies are now focused on specific potential customers. This paper tries to show the positives and negatives of companies obtaining customer search information from google.
Customer Search Information Positives and Negatives
I do appreciate organizations accessing customer search information from data analysis companies such as Google. This is mainly because customer search information can help an organization conduct effective research on customer preference. This enables the company to produce goods that can attract a broader market. Moreover, advisement of a product that a customer was searching for is likely to draw the customer’s attention, thus acting as a shortcut for getting information about the product such as the price and where to buy the product (Duhigg, 2018). Advertisements sent to the customer after obtaining the customer search information reduces carbon footprint with very minimal extra effort. In this case, less paper is used, and the customers will not drive to stores to search for what they want.

By understanding how consumers interact with specific content, a marketer is better positioned to present the target customer with the right content, thus reducing the consumer’s efforts of finding a suitable product or service that can meet their requirements (Duhigg, 2018). In this case, a win/win situation is likely to be achieved by both the seller and the customer.
Although customer search information has its advantages, there are some disadvantages that are likely to be encountered by the information owners. The privacy issue is a significant problem since the information posted online can be accessed by a third party with malicious intentions (The Data Brokers: Selling your personal information. 2018). Criminal gangs or terror groups can use data obtained from customer search information to spread deadly viruses to a large group of people. The data can also be used to blackmail consumers on their social platforms, or it can be used to hack computer systems (The Data Brokers: Selling your personal information. 2018).

References
Duhigg, C. (2018). How Companies Learn Your Secrets. Nytimes.com. Retrieved 9 March 2018, from http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html
The Data Brokers: Selling your personal information. (2018). Cbsnews.com. Retrieved 8 March 2018, from https://www.cbsnews.com/news/the-data-brokers-selling-your-personal-information/