The other day I was searching for a hotel for an upcoming
event. I didn’t end up booking anything and eventually went to my Facebook
page. Would you believe the first thing that popped up on my news feed was a
sponsored ad featuring the hotel I had just researched? Is it my imagination,
or are these companies getting faster and better at tracking my digital steps?
Now, I am not so naïve to think I can outsmart these companies, but honestly,
this seemed ridiculous.
After doing a bit of Internet searching (which was being
tracked), I found out that Facebook launched Atlas in late September 2014 (McGarry 2014).
Atlas helps ‘marketers reach real people across devices, platforms, and
publishers’ (Atlas Solutions LLC 2015). I am being followed around no matter
what device I am using, be it my laptop, smart phone, or iPad. It’s probably
time for me to update my privacy settings on Facebook since my creepiness alert
just went up one notch as I write this post.
Notice how I did not say that I would stop using Facebook?
It is a part of my life now, just like breathing is. I get up, check my
Facebook and get breakfast – just like millions of other people do every day.
In fact, the average user checks their phone for emails and Facebook at 7:31am
(Woollaston 2014). It is no wonder that Facebook knows so much about our lives
since they are so integral to it from the moment we get out of bed (or while
still in it).
What other ways are companies trying to get into our daily
lives? Starbucks seems to have found the answer through its mobile app. Coffee
is another one of those daily habits and those that drink it (not me, however)
must have their daily fix. Starbucks reports that people are using their
smartphones a whopping 7 million times per week for mobile payments, accounting for 16% of total transactions (Halzack 2015). Although this is very convenient
for people to pay with their smartphones, it does mean that companies such as
Starbucks can track our spending and consumption patterns a lot more closely
now.
So don’t be surprised when you start getting messages from
your local Starbucks telling you they will have your usual order of double expresso
macchiato waiting for you at precisely 8:13am. Better stop reading Facebook
messages and get ready!
Sources:
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