Anti-Google Movement and Personal Information Sharing

Google has come under some stern criticism over the past month or so, with lawsuits filed against the search giant and anti-Google media becoming more frequently visible. The BBC’s documentary series ‘Virtual Revolution’ suggests that the likes of Google and Facebook are trying to reduce people’s individuality and uniqueness by gradually turning users into more manageable demographic groups.

But targeting groups by their demographic profiles is certainly not a new trend. Even 20 years ago for example, television adverts for food stores would inevitably air during cooking shows and car showrooms would publish their latest offers in motor magazines. The difference now however is that marketers now have the option to target wider audiences who are even more likely to purchase their products or services more directly.

Television ads are targeted as best as possible, but there will always be people who see ads which have no relevance to them whatsoever. For example, a television ad for ‘Maybelline’ make-up can be seen by millions of men who have no need for the product at all. On the other hand, a Facebook user with profile information stating female in mid 20’s would be a perfect target for this type of ad. With an increasing variety of personal information being posted on social media profiles, more refined groups can be targeted online whilst the success of these particular ads can also be tracked in the form of conversions and ROI.

So where does the anti-Google movement come into all of this? Well, it’s been argued that Google are building information databases on pretty much everyone and in doing so, are storing as much information about internet users as possible. Privacy activists and of course much of the common public feel aggrieved that their browsing habits are supposedly being monitored, but the aim from Google’s point of view is essentially ‘the more we know about them, the more we can give to them that we know they need.’

It’s an issue which is certainly a hot topic for debate. Where do you stand on this? Are you happy to make your personal information public so that marketers can try and sell you products which they think you might want? Or do you think your personal information is exactly that, personal!? Should companies exploring online marketing avenues be allowed to know information about you without your consent, or are you happy to continue to be told about the latest eyelash curlers even if you are a middle age man? It opens all sorts of questions and arguments, so it would be great to hear your thoughts on any of the issues mentioned here.