MKT231 Week 4


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MKT231 Week 4

  1. 1. DIGITAL MARKETING 231 Episode 4 1
  2. 2. Good Evening @Students Checkpoint Reading AssignmentE-Marketing Plan and Ethics / LawGoogle Plus and Hangouts Team Time – YOUR Digital Marketing Plan 2
  3. 3. Checkpoint• Digital Assignments – Twitter, Facebook, etc. Are we on track?• Reading assignments – Questions?• Modern Education – Videos, quizzes, interactive “hangouts”• Creating your Digital Marketing plan. 3
  4. 4. Terms• Knowledge management is the process of managing the creation, use, and dissemination of knowledge.• Data, information, and knowledge are shared with internal decision makers, partners, channel members, and sometimes customers.• A marketing knowledge database includes data about customers, prospects and competitors. 4
  5. 5. Don’t Be an Ignoramus • The Baby Boomer generationMost common data is unfortunately stuck in thecollection methods business models and media types of the past. • While Millennials are “digital natives” and Gen X and Gen Y are “digital immigrants,”  the Boomers are being left behind labeled as the “digital ignorants.”   • Chances are you’ll get hired by a digital ignorant 5
  6. 6. What the Biggies Look(ed) Like Average age today’s CMO? = 60 Back during a time when “creatives” ruled the day 6
  7. 7. How the Biggies Did It 7
  8. 8. How You’ll Do It• Understandyou cannot control the message, only guide it• Consumers will believe a stranger before they believe you It’s not a campaign It’s a conversation• Theweb is the single arbiter of information 8
  9. 9. Example “Bash Foo”• 60y.o. CMO wants you to build a campaign using information about “Bash Foo”• Justlike the Purina example, you’ll “mine” information from primary and secondary sources• You’ll run surveys, call together focus groups• You’ll make business decisions from these data and information sources 9
  10. 10. Example “Bash Foo” 10
  11. 11. Example “Bash Foo” 11
  12. 12. Example “Bash Foo”• The web is a real-time database• It is easily searchable• It favors recent over stale• It is easily indexed• It can gauge sentiment• It can fool you… but• It has access to experts• It provides geographic specificity• It promotes conversation• It delivers customer testimonials 12
  13. 13. Monitoring the Stream• Companies must monitor webpages, blogs, photo sites, in order to keep track about what is being said about their brand as well as to protect from any infringement or violation• Some companies outsource their public relations• Youcan setup email and special alerts to monitor keywords• Google Alerts (setup a new alert) 13
  14. 14. Ethics and the Internets • Copyright infringement occurs when people download copyrighted software without a license, loan software to others for which they have no licenses, or install software on more computers than allowed. • Counterfeiting occurs when Easily, 1/3 of all software is illegally copied software is“pirated” or illegally installed duplicated and distributed on a large scale. ARRRRRR! 14
  15. 15. Ethics and the Internets Modern technology presents challenges to marketing ethics. Critical issues include: • Ownership of intellectual property • The role of privacy in a virtual world • Freedom of expression • Use of data and its collection • Status of children and digitalOld Lady sees something networks she disapproves of… 15
  16. 16. Ethics and the Internets• Theconcept of privacy encompasses both ethical and legal aspects.• There is constant debate regarding privacy and it has proved to be an elusive concept, both ethically and legally.• Withinsociety, privacy interests compete with concerns for Unfortunately while online… safety, economics, and need for no association with others. 16
  17. 17. How We Do• Data is collected through digital cookies, packets of data created and stored on the user’s hard drive in response to instructions received when viewing a webpage.• Cookies serve the following purposes: • Create shopping baskets • Recall stored sales data • Collect user data 17
  18. 18. Questions and Discussion• Are you concerned about internet privacy?• Is it ethical for a business to collect data online?• Arechildren protected enough online?• Discuss protections on digital media forms, licenses, shrinkwrap/clickwrap 18
  19. 19. Modern Education • Google Alerts, Google Plus and Google Hangout - Demonstration – Create Google Account Join Google Plus Join Hangout 19
  20. 20. Creation of your Digital Marketing Plan Who are you?• Split to groups •Location, size, # of employees, etc.• Before we get “all •Company mantra or engagement happy” mission statement we need to define specifics on who we are Target Market and who we are •Who buys your stuff? targeting as a customer. •Why do they buy it? •How do they buy it? 20