Access and read the six articles linked below. https://mail.aol.com/webmail/getP
ID: 463582 • Letter: A
Question
Access and read the six articles linked below.
https://mail.aol.com/webmail/getPart?uid=40435060&partId=2&scope=STANDARD&saveAs=IMG_4199.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=4&scope=STANDARD&saveAs=IMG_4200.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=6&scope=STANDARD&saveAs=IMG_4201.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=8&scope=STANDARD&saveAs=IMG_4202.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=10&scope=STANDARD&saveAs=IMG_4203.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=12&scope=STANDARD&saveAs=IMG_4204.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=14&scope=STANDARD&saveAs=IMG_4205.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=16&scope=STANDARD&saveAs=IMG_4206.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=18&scope=STANDARD&saveAs=IMG_4207.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=20&scope=STANDARD&saveAs=IMG_4208.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=22&scope=STANDARD&saveAs=IMG_4209.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=24&scope=STANDARD&saveAs=IMG_4210.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=26&scope=STANDARD&saveAs=IMG_4211.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=28&scope=STANDARD&saveAs=IMG_4212.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=30&scope=STANDARD&saveAs=IMG_4213.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=32&scope=STANDARD&saveAs=IMG_4214.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=34&scope=STANDARD&saveAs=IMG_4215.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=36&scope=STANDARD&saveAs=IMG_4216.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=38&scope=STANDARD&saveAs=IMG_4217.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=40&scope=STANDARD&saveAs=IMG_4218.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=42&scope=STANDARD&saveAs=IMG_4219.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=44&scope=STANDARD&saveAs=IMG_4220.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=46&scope=STANDARD&saveAs=IMG_4221.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=48&scope=STANDARD&saveAs=IMG_4222.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=50&scope=STANDARD&saveAs=IMG_4223.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=52&scope=STANDARD&saveAs=IMG_4224.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=54&scope=STANDARD&saveAs=IMG_4225.PNG
https://mail.aol.com/webmail/getPart?uid=40435060&partId=56&scope=STANDARD&saveAs=IMG_4226.PNG
Watch the Google video via the link below.
http://www.viddler.com/embed/20b602dc/?f=1&autoplay=0&player=full&disablebranding=0
Answer the TWO questions below.
1. Do you feel Google and Social Media in general are using tactics which are an invasion of your privacy? Use facts from the articles to support and explain your answer.
2. Discuss products that are appropriate (from an ETHICAL perspective) for online advertising. Next, discuss products that should not be advertised online. Explain.
Explanation / Answer
3. Do you feel Google and Social Media in general are using tactics which are an invasion of your privacy? Use facts from the articles to support and explain.
Yes, search engines in general (not just Google), as well as Social Media platforms, use tactics that are an invasion of privacy. However, couldn’t all market research be considered somewhat an “invasion of privacy”? And data mining is merely a form of just that: market research. As Joel Stein, the author of the article entitled “Data Mining: How Companies Know Everything About You”, points out:“Taking your information without asking and then profiting from it isn’t new: it’s the idea behind the phone book, junk mail, and telemarketing”, and, according to the CEO of Bozo, a data mining company geared towards business executives, it is the “newness” of his industry that scares people, not the concept. Essentially, data mining is designed to help--both companies and consumers. Companies are able to directly target people with specific products or services tailored specifically to the individual, and consumers have less junk to filter through in order to find what they want--albeit, the junk is not eliminated. For example, after doing research on the economy in Costa Rica for my international business class, I was presented with ads for Costa Rican property listings and vacation opportunities for about two weeks--both (unfortunately) are not purchases I am interested (or, should I say, capable) of making. While the research collected by data mining may sometimes result in bad ads; they are undoubtedly a step up from messy pop-up ads, pesky telemarketers, and annoying junk mail. Plus, the results aren’t always bad: I often find myself appreciating the “Recommended for You” service provided by sites such as Amazon, especially when it comes to recommendations such as books for example. The company is able to predict my preferences based on my past purchases, and many (if not all) companies that operate online have adopted this model. The thing that freaks people out about the whole concept is the image of someone, or a group of people, “spying” on their personal lives. But, Stein says we should look at it like this: The fact of the matter is that data mining is an “algorithm designed to give [us] more useful, specific ads”, not some maniac or conspiring group of people preparing to infiltrate our lives, which, by the way, Stein supports are “not all that interesting”--and I could not agree more. If companies want to track my patterns on the internet to produce more useful results, I am happy to let them. There is no human on the other end learning about my life and judging me--and if there is, I have provided them with the information to judge by the information that I share online. Furthermore, Google, and many other search engines and social media.
2. Discuss products that are appropriate (from an ETHICAL perspective) for online advertising. Next, discuss products that should not be advertised online. Explain.
For online advertising
Insight
Know exactly which ads brought in the highest number of qualifying leads. Know how many impressions were served, where they were served, and when. Identify your optimal channels, ad copy, and ad locations. The metrics and analytics available with online advertising allow you to see the exact cost of acquiring and converting a customer. Advertising online provides you with endless insight allowing you to become a more effective marketer. Marketers went from having no data to more data than we know what to do with. This is a great problem to have.
Targeting
Do you know the profile of your perfect customer? Online advertising gives you the ability to target and retarget the ideal prospects. Retargeting will serve ads based on prior engagement, enabling you to identify your ideal customer profile. Once you know what your customers look like, you will know just who to target and where to find all similar users online, making sure they too are being served your ads. When advertising online, you have the ability to target a population as specific as men, age 18-35, which searched for Giants tickets between the hours of 7-10 pm or as broad as men, age 18-35 ensuring your message is in front of the right people at the right time.
Scale
Demand-side platforms, more commonly referred to as DSPs, have centralized the buying of auction-based display media across multiple inventories and data suppliers online. Offline, you have to coordinate with multiple providers. As a marketer, DSPs allow you to scale your digital campaigns quickly and strategically, and you don’t even need an agency! Many digital marketers are turning to self-service providers to manage their campaigns– create your own ads, choose your spend, scale and optimize across your networks as you see fit. You can also use a full-service provider who will optimize, scale, and spend accordingly, but this often comes with a monthly minimum. Whichever service you choose, scaling your campaign has never been easier.
Creative
Your ability to target goes beyond reaching the right customers. You can take this one step further and serve the creative that will best resonate with each target. There is a common misconception that online ads are of poor quality, when in fact digital advertising provides the opportunity to be highly engaging with video and other rich media. Using flash and in-banner video ads can increase brand recognition and highlight your competitive edge. Is one of your ads under-performing A/B test your copy, your image, your headline and serve ads that are as dynamic as the online space in which they are living. A well-designed banner ad can turn your digital campaign from good to great.
Flexibility
Online advertising campaigns can be adjusted with a few clicks or keystrokes. You have the flexibility to respond to incoming data and make changes instantly. Similarly, you have the ability to pause campaigns or adjust your strategy in minutes. This flexibility allows you to stay in front of your customers– anticipate customer needs and adjust your ads before anyone even notices.
Cost
Digital channels are highly cost effective for marketers. Rates are typically set through a combination of ad size, ad location, performance, and demand. Considering the reach allotted via digital channels, moving your campaigns online is often much cheaper than more traditional offline channels like radio, television, or print. Furthermore, digital campaigns have greater transparency allowing you to adjust your cost easily based on performance. In the offline world, once you’ve paid for the space in a print publication or a spot on the radio, there’s no adjusting your investment after the fact.
Engagement
Online advertising lets you know a customer’s exact level of engagement. You might have circulation and readership data for a print publication, but you can’t know how much time customers spent interacting with your ad, how much time they spent on your website, if they researched more of your products, and whether that ad led to conversions. An online presence gives you all of this valuable data and places you in a position to learn where your most engaged prospects live.
Reach
We’ve heard a lot of this lately — people are watching less live TV and turning to their computers for their favorite shows, music, and to access their news. As marketers, being effective requires staying in front of your customers; as it turns out, your customers are online, and so you should be too, and sooner rather than later! Moving online gives you access to a global audience, if you so desire and it means your ads can be working for you 24 hours a day. The options are practically limitless when it comes to your reach capabilities when you take your campaign online.
Brand Awareness
Online advertising can be used to drive traffic to your site and build brand awareness. Effectively targeted campaigns can create brand influencers and reach complementary audiences. Use the endless online display space to be creative with rich media, establish your online presence, make an emotional connection, and get online consumers excited about whom you are and what you have to offer. Online enables brands to focus on their ideal audience and tailor messages that improve both recall and engagement.
Advertising is the only medium you can control – if you want your message to hit on the day a product launches or event is about to happen, this is the only vehicle you control completely.
Advertising allows you to target ideal customers only – when you match a very personal message to a very select audience you get far greater connection.
Advertising creates awareness for your content – The force that drives a great deal of conversion and trust building these days is educational content – eBooks, seminars and blog posts – advertising is a great way to help get that content found and consumed once you’ve gone to the effort to produce it.
Advertising ads credibility to your message – Don’t ask me why this is exactly, but every time I run advertising people comment that business must be going well. The perception that you can afford advertising is often enough to sell and resell prospects and customers alike and makes it easier to get attention for your entire message.
Advertising amplifies everything else you’re doing – When you are using advertising to create awareness for your content you automatically create more awareness for everything you are doing. Journalists find companies that advertise, referral sources remember companies that advertise people fan and follow and friend from ads, and employees can point to well-placed ads as a source of pride in place they work.
Not be advertised online
No one is searching for your product
A search engine is a “database of intentions,” meaning people use search engines to find something specific. They don’t browse search engines like they do a news web site, Facebook or Twitter. If you are selling a new widget, the odds are low that people will be searching for your product on Google.
Imagine being the marketing manager at TiVo when it launched. What words could you buy on Google -- “alternative to VCR?” If you have a new product, or simply sell something people don’t search for on Google, you will waste a lot of time building an ad campaign on Google that will never get any clicks. And, as every business owner knows, time is money.
You don’t understand search engine marketing
Search engine marketing is easy to do but hard to do well. If your plan is to check out a how-to book on AdWords from the library and then launch your AdWords campaign, you will likely cost yourself a lot of money.
There are many, many nuances to running an effective AdWords program. If you don’t have someone on your team (or an agency) with years of expertise, you are almost guaranteed to lose a lot of money advertising on Google.
You don’t have a good offer
If your competitors sell a blue widget for $5 with free shipping and you sell that same product for $10 with $5 shipping, the best AdWords strategy in the world will not be successful. It is simply too easy to click on the next ad and comparison shop. Note: if you have a great brand, you may be able to get away with uncompetitive offers, but even that is a challenge.
Your economics are not as good as your competitors
AdWords determines which ads show up for a given search, based on an auction between advertisers. To overly simplify this, if you bid $1 and ten other advertisers bid $2-$10 each, it is unlikely you will get any clicks on Google.
If your competitors sell the exact same product or service that you do, but make two times the margin on every sale, they will be able to outbid you for plum searches. This means that you will either not get any clicks, or only get clicks on keywords that your competitors don’t want. This generally means AdWords will neither be scalable nor profitable for you.
You don’t have the right conversion funnel
Having a great product and a terrible web site is like spending millions of dollars on an awesome Super Bowl ad but leaving the doors locked at your store when customers show up. Success with AdWords requires a great conversion funnel. The ad text, the page a consumer lands on and the checkout or form submission experience needs to give that consumer confidence that you are the right merchant for their needs.