148 Unit 09 | Someone’s watching Big data – big business Membership programmes are a powerful tool for companies to market their products. Discuss these questions in pairs: 1 How many membership programmes are you part of? How many have you used in the past month? 2 What types of rewards or benefits do they offer? 3 What personal data do you share with these companies? What can a company learn about you by watching your shopping habits? What could they do with that information? Discuss your ideas in class. SPEAKING 25a b Expand your vocabulary: Marketing and data mining Listen to an episode of Marketing Unboxed. Then read the fact sheet and circle the correct options. LANGUAGE + LISTENING 26 a 30 Find reasons why the wrong options don’t fit and compare your ideas with a partner. Example: Content-based advertising shows ads for sports equipment if you read an article on football, but it doesn’t use your personal preferences. Imagine you have accidentally signed up for the loyalty programme of a goldfish food company. Write an entertaining blog post about your experience. The expressions and ideas from 26 will help you. In your blog post you should: explain how you accidentally signed up for the programme discuss some of the perks the company offered point out how your experience has influenced your opinion of loyalty programmes Give your blog post a title. Write around 250 words. See Writing coach, Blog post, p. 180. b WRITING 27 Points, perks and privacy: The data behind the discounts Today, companies use strategies like (1) data-driven marketing / content-based advertising to understand their (2) target audience / focus group and build customer loyalty. They (3) launch campaigns / mine valuable customer data through loyalty programmes that consumers sign up for voluntarily, often receiving discounts, (4) exclusive offers / pricing strategies or rewards in return. At the same time, companies track and collect (5) market share / consumer data, which helps them design (6) mass marketing campaigns / targeted advertising campaigns tailored to individual preferences. Users are then shown specific ads based on their online activity, interests and shopping history. Some brands even use (7) gamification / market segmentation, turning loyalty programmes into interactive experiences where customers can earn rewards by spinning wheels or taking quizzes. The aim is to increase (8) customer satisfaction / brand awareness, build stronger (9) customer relationships / sponsorship deals and improve sales. As loyalty programmes grow, so do customer expectations – and concerns about privacy. Younger customers, especially Gen Z, now want more than just points. They value (10) retention / convenience, personalisation and social responsibility. They expect brands to be authentic and inclusive. They prefer programmes that offer (11) customisation / automation, instant benefits and align with their values. At the same time, they want companies to be open about how data is used and respect the customers’ (12) digital rights / branding. In the end, building brand loyalty today means more than selling a product – it’s about trust, transparency, (13) ethical data use / influencer marketing and offering real value in exchange for personal data. Nur zu Prüfzwecken – Eigentum des Verlags öbv
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