Online-mobile and social media marketing

Reference no: EM133686116

Online, Mobile, and Social Media Marketing

The Trail You Leave Behind 127 Marketers are always interested in collecting as much valuable data as possible regarding customer likes, preferences, and trends. Web activity and social media platforms such as Twitter, Facebook, Instagram, and various blog sites are gold mines for marketers. All of these access points create information that can be aggregated and used to a company's competitive advantage, which allows firms to stay in tune with what is currently trending in the marketplace. Businesses can also use these same access points to track competitor activity, which can then be used in competitive marketing intelligence.

1. Have you ever thought about the data you leave behind for marketers to collect? Marketers are always looking for digital footprints, which are traceable sources of online activities. Visit your-digital-footprint-matters and review the various resources available. Select one of the tutorials and present what you learned from. the video. (AACSB: Communication, Reflective Thinking)

2. After reviewing the tutorials on your-digital-footprint- matters, do you plan to alter your online habits? Are you concerned about your digital footprint and the data trail you leave behind, and do you plan to actively manage it? Why or why not? (AACSB: Communication, Reflective Thinking) Marketing Ethics: WeChatWeChat, an app in China, offers its users a "one-stop shop" for features. Users can chat, shop, form new social connections, order and pay for food, make payments, identify crowded locations, make investments, and make doctor's appointments among other things-all without leaving the app. As a result, We Chat collects large amounts of valuable data about its consumers and their habits that it monetizes by selling advertising. Companies in China are required to share this information with the government, which has a history of human rights violations. Technology companies in the United States aim to develop similar capabilities in order to keep people engaged and gather volumes of valuable data, which may be one reason Facebook moved to allow users of Facebook Messenger, Instagram, and WhatsApp messengers to communicate across platforms. While consumers value the convenience and personalized offers they gain by letting WeChat gather data, there are concerns about privacy intrusions and other entities that can access the data.

3. If you used an app like WeChat, what information would you be comfortable having tied to your identity? What information would you prefer not be tracked? What is the trade-off between convenience and privacy? (AACSB Communication; Reflective Thinking)

4. Is it ethical for marketers to gather massive amounts of data about everything a consumer does and sell advertising using the information. What types of protections do you value as a consumer? (AACSB: Communication; Ethical Reasoning).

Reference no: EM133686116

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