MKT231 Week 4

DIGITAL MARKETING 2311

Episode 4

Good Evening @Students

Checkpoint

Reading AssignmentE-Marketing Plan and

Ethics / Law

Google Plus and Hangouts

Team Time – YOUR Digital Marketing

Plan

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Checkpoint

• Digital Assignments – Twitter, Facebook, etc. Are we on track?

• Reading assignments – Questions?

• Modern Education – Videos, quizzes, interactive “hangouts”

• Creating your Digital Marketing plan.

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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.

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Don’t Be an Ignoramus• The Baby Boomer

generation is unfortunately stuck in the

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

Most common datacollection methods

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What the Biggies Look(ed) Like

Average age today’s CMO? = 60Back during a time when “creatives” ruled the day

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How the Biggies Did It

How You’ll Do It•Understand you cannot control the message, only guide it

•Consumers will believe a stranger before they believe you

•The web is the single arbiter of information

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It’s not a campaign

It’s a conversation

Example “Bash Foo”

•60 y.o. CMO wants you to build a campaign using information about “Bash Foo”

• Just like 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

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Example “Bash Foo”

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Example “Bash Foo”

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Example “Bash Foo”

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• 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

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

• You can setup email and special alerts to monitor keywords

• Google Alerts (setup a new alert)

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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 illegally copied software is duplicated and distributed on a large scale.14

Easily, 1/3 of all software is“pirated” or illegally installed

ARRRRRR!

Ethics and the InternetsModern 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 digital

networks

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Old Lady sees something she disapproves of…

Ethics and the Internets• The concept 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.

• Within society, privacy interests compete with concerns for safety, economics, and need for association with others.

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Unfortunately while online…no

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

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Questions and Discussion• Are you concerned about

internet privacy?

• Is it ethical for a business to collect data online?

• Are children protected enough online?

• Discuss protections on digital media forms, licenses, shrinkwrap/clickwrap

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Modern Education•Google Alerts, Google Plus and Google Hangout

- Demonstration –

Create Google Account

Join Google Plus

Join Hangout

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Creation of your Digital Marketing Plan

•Split to groups

•Before we get “all engagement happy” we need to define specifics on who we are and who we are targeting as a customer.

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Who are you? •Location, size,

# of employees, etc. •Company mantra ormission statement

Target Market•Who buys your stuff?•Why do they buy it?•How do they buy it?