Marketing ethics
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  • A lot of ways to perform SEO, and JC Penney just used one of them.

Marketing ethics Marketing ethics Presentation Transcript

  • Marketing Principles
    1
  • Agenda
    Search Engine Optimization and Ethical concerns
    Facebook’s Privacy Policy and Confidentiality Issues
    Smartphones and the Future of Internet Marketing
    Summary
    Marketing Principles
    2
  • Key words vs. content
    Daniel Zhao
    Marketing Principles
    3
  • SEO as a Marketing Strategy
    SEO: Search Engine Optimization
    A way to build the information architecture of the website more search engine friendly.
    Using keywords to make a website more easily found by search engine.
    Marketing Principles
    4
  • Google Search Results & JC Penney
    How JC Penney raised to the No.1 spot in the search results.
    Someone paid to have thousands of links placed on hundreds of sites, all directed to JC Penney.
    More ways to perform SEO.
    Marketing Principles
    5
  • More clicks? Or better Quality?
    Articles with keywords that people might search for, writing teaser headlines to attract clicks.
    Online media producing content based on what people click on.
    This would drive online media to publish low-quality articles that are written to appeal to search engines instead of people.
    Marketing Principles
    6
  • Ethical Concern
    Not illegal, but unethical.
    Misleading contents interference the correct results.
    Could have long lasting negative business consequences for the company.
    Impair the brand image, customers confidence.
    Marketing Principles
    7
  • “The age of Privacy is over”-Mark Zuckerberg
    Molly Zapkin
    Marketing Principles
    8
  • Privacy and Confidentiality Issues on Facebook
    Revised Privacy Policy in 2010
    Made all personal information public by default
    Settings must be changed in order to keep information private
    Certain information is still shared unless changed in a separate settings page
    Links personal information to topics pages
    Personal information is shared with third party advertisers
    Allows highly target, relevant ads to be delivered to the user
    Marketing Principles
    9
  • Facebook’s Privacy Policy
    All users have to agree to the privacy policy
    Unclear of how third party advertisers use personal information
    Privacy statement is 5,830 words
    Uses fancy legal terminology
    Marketing Principles
    10
  • Smart phone and internet marketing
    Sarah-Jane Weisberg
    Marketing Principles
    11
  • New Digital Era: The Smartphone
    WSJ Investigation into iPhones and the Pandora Radio Application
    Bad Publicity: Google and Apple Inc.
    Personal Data Collection and Sharing
    Where does this Information Go?
    Google
    Mobclix
    Precise Consumer Targeting
    Viral Ads on Social Networks
    Ethical Considerations
    Privacy and Personal Information Security
    Informed Consent
    Transparency
    Senate Sub Committee Hearing
    Marketing Principles
    12
  • The Future of Internet Marketing: “Affective Computing”
    Tracking Emotions
    MIT: Affectiva
    Web Cam Application: Affdex
    Enhanced Customer Service
    Potential Ethical Considerations
    Privacy
    Manipulation and Coercion
    Transparency
    Marketing Principles
    13
  • Summary of Ethical Considerations
    The Consumers Privacy
    75% of online consumers have privacy and security concerns
    Clear Statement of Policy (transparency)
    Secure Personal Information
    Stay up to date on Regulations
    REMEMBER: Every action you take online is there forever
    Self-Regulation
    Set Firm Ethical Guidelines
    Consider these guidelines if using a 3rd party ad service
    Avoid falsely advertising your website
    Questions?
    Marketing Principles
    14
  • Citations
    Bilton, N. (2010, May 12). Price of Facebook Privacy? Start Clicking. Retrieved 2011, from The New York Times : http://www.nytimes.com/2010/05/13/technology/personaltech/13basics.html
    Kirkpatrick M. (2010, Jan. 9). Facebook’s Zuckerberg Says the Age of Privacy is Over. Retrieved 2011, from ReadWriteWeb: http://www.readwriteweb.com/archives/facebooks_zuckerberg_says_the_age_of_privacy_is_ov.php
    Henn, S. (2011, March 31). Tracking reactions to ads via webcam. Retrieved 2011, from American Public Media: Marketplace: http://marketplace.publicradio.org/display/web/2011/03/31/am-customer-service-through-a-webcam/
    Scott Thurm, Y. I. (2010, December 17). IPhone and Android Apps Breach Privacy. Retrieved 2011, from Wall Street Journal Online: http://online.wsj.com/article/SB10001424052748704694004576020083703574602.html 
    Marketing Principles
    15
  • Citations(con’d):
    http://www.seomoz.org/about
    http://news.topwirenews.com/2011/04/13/SEO-For-Lawyers-Has-Search-Engine-Evolution-Gone-Too-Far_2011041313651.html
    http://www.nytimes.com/2011/02/13/business/13search.html
    http://www.nytimes.com/2011/02/11/business/media/11search.html
    Marketing Principles
    16