Customised Communication and the Mouse Click Generation: Between Empowerment and Vulnerability

By Yasmin Ibrahim and Chris Miles.

Published by Knowledge Management: An International Journal

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Article: Print $US10.00
Article: Electronic $US5.00

This paper examines the concept of customised communication (CC) through the emergence of changing lifestyles and consumer behaviour in a postmodern marketing environment where the market is increasingly mediated by new media technologies. The postmodern landscape is one in which Internet users are both portrayed as empowered and vulnerable. In assessing these contradictory discourses of the consumer, an effective use of CC entails reconciling these two strands. The sensitive marketer must maximise the empowering features and minimise the vulnerable ones in order to reach the consumer effectively. Sensitivity to privacy concerns and anxieties must be augmented by a service perspective which hinges on building a long-term relationship and dialogue.

Keywords: Customised Communication, Direct Marketing, Integrated Marketing, Information and Communication Technologies

Knowledge Management: An International Journal, Volume 12, Issue 4, pp.1-11. Article: Print (Spiral Bound). Article: Electronic (PDF File; 348.191KB).

Dr. Yasmin Ibrahim

Reader in International Business and Communications, Business and Management School, Queen Mary, University of London, London, UK

Dr. Yasmin Ibrahim is a reader in international business and communications at Queen Mary, University of London. She writes on new media technologies and their social and political implications for societies. Beyond her interest in digital economies, she is also interested in the use of the internet for political communication, political mobilisation and empowerment in repressed polities.

Dr. Chris Miles

Lecturer in Marketing and Communications, School of Business and Management, Queen Mary, University of London, London, UK

Chris Miles' research concentrates on the interface between marketing communications, communication theory and discourse studies. He has published work on marketing communication models, alternative perspectives on advertising effects, rhetorical strategies in marketing writing, instantiations of viral marketing and discourses of identity in esoteric movements.