This document discusses various marketing principles and ethical concerns related to search engine optimization, social media privacy policies, and smartphone internet marketing. It addresses how SEO can be used as a marketing strategy but also raises issues with misleading tactics. Facebook's privacy policy is examined, noting concerns about how personal information is shared publicly by default and with third parties. The rise of smartphones and mobile apps is also covered, specifically how this enables more precise consumer targeting but raises privacy issues regarding personal data collection and use. The importance of transparency, informed consent, and self-regulation to address these ethical considerations is emphasized.

1. Marketing Principles1

2. AgendaSearch Engine Optimization and Ethical concernsFacebook’s Privacy Policy and Confidentiality IssuesSmartphones and the Future of Internet MarketingSummaryMarketing Principles2

3. Key words vs. contentDaniel ZhaoMarketing Principles3

4. SEO as a Marketing StrategySEO: Search Engine OptimizationA 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 Principles4

5. Google Search Results & JC PenneyHow 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 Principles5

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 Principles6

7. Ethical ConcernNot 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 Principles7

8. “The age of Privacy is over”-Mark ZuckerbergMolly ZapkinMarketing Principles8

9. Privacy and Confidentiality Issues on FacebookRevised Privacy Policy in 2010Made all personal information public by defaultSettings must be changed in order to keep information privateCertain information is still shared unless changed in a separate settings pageLinks personal information to topics pagesPersonal information is shared with third party advertisersAllows highly target, relevant ads to be delivered to the userMarketing Principles9

10. Facebook’s Privacy PolicyAll users have to agree to the privacy policyUnclear of how third party advertisers use personal informationPrivacy statement is 5,830 wordsUses fancy legal terminology Marketing Principles10

11. Smart phone and internet marketingSarah-Jane WeisbergMarketing Principles11

12. New Digital Era: The Smartphone WSJ Investigation into iPhones and the Pandora Radio ApplicationBad Publicity: Google and Apple Inc.Personal Data Collection and SharingWhere does this Information Go?GoogleMobclixPrecise Consumer Targeting Viral Ads on Social NetworksEthical ConsiderationsPrivacy and Personal Information SecurityInformed ConsentTransparencySenate Sub Committee HearingMarketing Principles12

13. The Future of Internet Marketing: “Affective Computing”Tracking Emotions MIT: AffectivaWeb Cam Application: AffdexEnhanced Customer ServicePotential Ethical ConsiderationsPrivacyManipulation and CoercionTransparencyMarketing Principles13

14. Summary of Ethical ConsiderationsThe Consumers Privacy 75% of online consumers have privacy and security concernsClear Statement of Policy (transparency)Secure Personal InformationStay up to date on RegulationsREMEMBER: Every action you take online is there foreverSelf-RegulationSet Firm Ethical Guidelines Consider these guidelines if using a 3rd party ad serviceAvoid falsely advertising your website Questions?Marketing Principles14

15. CitationsBilton, 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.htmlKirkpatrick 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.phpHenn, 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 Principles15

16. Citations(con’d):http://www.seomoz.org/abouthttp://news.topwirenews.com/2011/04/13/SEO-For-Lawyers-Has-Search-Engine-Evolution-Gone-Too-Far_2011041313651.htmlhttp://www.nytimes.com/2011/02/13/business/13search.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.htmlMarketing Principles16