Marketing ethics

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

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

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