2. Good Evening @Students
Checkpoint
Reading Assignment
E-Marketing Plan and Ethics
/ Law
Google Plus and Hangouts
Team Time – YOUR
Digital Marketing Plan
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3. 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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4. 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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5. Don’t Be an Ignoramus
• The Baby Boomer generation
Most common data
is unfortunately stuck in the
collection methods 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
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6. What the Biggies Look(ed) Like
Average age today’s CMO? = 60
Back during a time when “creatives” ruled the day
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8. How You’ll Do It
• Understandyou
cannot control the
message, only guide
it
• Consumers will
believe a stranger
before they believe
you It’s not a campaign
It’s a conversation
• Theweb is the single
arbiter of information
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9. Example “Bash Foo”
• 60y.o. CMO wants you to build a campaign
using information about “Bash Foo”
• Justlike 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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12. Example “Bash Foo”
• 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
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13. 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
• Youcan setup email and special alerts
to monitor keywords
• Google Alerts (setup a new alert)
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14. 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
Easily, 1/3 of all software is
illegally copied software is
“pirated” or illegally installed duplicated and distributed on
a large scale.
ARRRRRR!
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15. Ethics and the Internets
Modern 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
Old Lady sees something networks
she disapproves of…
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16. Ethics and the Internets
• Theconcept 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.
• Withinsociety, privacy interests
compete with concerns for Unfortunately while online…
safety, economics, and need for no
association with others.
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17. 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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18. Questions and Discussion
• Are you concerned about
internet privacy?
• Is
it ethical for a business to
collect data online?
• Arechildren protected
enough online?
• Discuss protections on
digital media forms,
licenses,
shrinkwrap/clickwrap
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19. Modern Education
• Google
Alerts, Google Plus
and Google Hangout
- Demonstration –
Create Google Account
Join Google Plus
Join Hangout
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20. Creation of your Digital
Marketing Plan
Who are you?
• Split to groups •Location, size,
# of employees, etc.
• Before we get “all •Company mantra or
engagement happy” mission statement
we need to define
specifics on who we are Target Market
and who we are •Who buys your stuff?
targeting as a customer. •Why do they buy it?
•How do they buy it?
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