ABSTRACT
Many different terms have been used to describe the branch of marketing that relies on computational analytics on the one hand and the screen as marketing medium on the other (Big Data, Online, Digital, etc.). This chapter draws on cultural theories adapted from Deleuze and Foucault to argue that new forms of digital marketing are best described as customer production processes that rely on the valorization of the multitude of consumer life. It explains the emergence of the customer database as the central starting point for contemporary digital marketing. The chapter discusses how digital marketing has moved beyond the production of customer profiles to the production of consumer subjectivities. It suggests that the dream of digital marketing is to establish a fascinating utopian paradox: To overcome marketing at the precise moment that marketing produces consumer subjectivity completely.
