2. 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
3. Key words vs. content Daniel Zhao Marketing Principles 3
4. 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
5. 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
6. 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
7. 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
8. “The age of Privacy is over”-Mark Zuckerberg Molly Zapkin Marketing Principles 8
9. 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
10. 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
11. Smart phone and internet marketing Sarah-Jane Weisberg Marketing Principles 11
12. 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
13. 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
14. 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
15. 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
