Digital Marketing Ethics and Strategy

This assignment delves into the complex intersection of ethics and digital marketing strategy. It requires you to critically examine various ethical dilemmas that arise in online advertising, consumer data privacy, and social media marketing. You'll analyze case studies, research industry best practices, and develop a thoughtful argument for responsible and ethical digital marketing campaigns.

INTEGRATED
MARKETING
COMMUNICATIONS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
WEEK 3 ..........................................................................................................................................1
Digital media...............................................................................................................................1
WEEK 4 ..........................................................................................................................................1
Communication...........................................................................................................................1
WEEK 5...........................................................................................................................................2
Consumer behaviour...................................................................................................................2
WEEK 6...........................................................................................................................................3
Ethics and advertising ................................................................................................................3
WEEK 7...........................................................................................................................................4
Planning and setting objectives in IMC......................................................................................4
WEEK 8...........................................................................................................................................5
Strategy ......................................................................................................................................5
WEEK 9...........................................................................................................................................6
Public relations............................................................................................................................6
WEEK 10.........................................................................................................................................7
Direct marketing or personal selling...........................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
WEEK 3
Digital media.
In the competitive market situation, there various modes of communication that are used
by the firms in the international market to provide about the there to buyers. Digital media is also
part of integrated marketing communication that involves various sources through which the
firms can easily expand there marketing of products and services across the countries. Moreover,
digital media is considered as the audio, video, photo that has been encoded digitally. In present
scenario, it has become a main source of communication and widely used by people in every
country (Yeshin, 2012). International as well as small business enterprise in country are using
this media to expand the marketing of products and services among the customers. It is also
considered as a blend of various technology and specific content that is used by firms to expand
its business operations and practices across the countries. Marketing in digital media includes
various sources like social media, video, e-commerce, animation, LCD display, virtual reality,
mobile application and websites etc.
 Further, there is great importance of digital media in increasing the marketing of
companies at international level.
 Digital methods of communication and marketing are faster, more reliable, practical and
accurate that has achieved a continuous rise with the introduction of new methods
(Armstrong, Kotler, Harker and Brennan, 2012.).
 Integrated form of communication that includes various forms that are widely used by
people and organization like blogs, pay per click advertising, online video content.
 Considers wide advertisement networks that has provided a strong growth marketing
companies prevailing ever sector of industry.
WEEK 4
Communication
 In marketing, communication is simply considered as the act of transferring information
about the various goods and services in order to increase its sales in the market.
 Integrated marketing communication is an element for organization to promote their
brands well among the customers and increase the market share in industry (Thorson and
Moore, 2013).
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 It is also as an initiative taken by the firms to make their brand more successful and make
their products and services more popular across all the countries.
 Mainly the IMC refers to the integration of all the methods and techniques of brand
promotion that will be considered as beneficial for every organization to promote their-
particular product and services among the target consumers.
 Effective method of marketing in which all aspects of communication works together for
achieving growth in sales and maximizing the cost (Castronovo and Huang, 2012).
 Firms at international level regulate its marketing through various aspects of
communication through which they can influence their customer.
 Wide methods of promotion that are used in IMC are described as advertising, public
relation, direct marketing, personal selling and sales promotion etc.
 Sustainable channel of communication that has achieved a wide recognition from the
organizations prevailing various industries that increase their sales through marketing.
 Also considered as various modes of communication that are used to transfer information
through various sources and requires marketing information system that collects and
shares appropriate data through which a firm can create a competitive advantage over its
rivals (Abratt and Kleyn, 2012).
WEEK 5
Consumer behaviour
 Consumer behaviour is considered as process of decision-making and various activities
that are involved in evaluation, acquisition, utilization and disposal of goods and services.
 Analysis of behaviour of organization, groups and individuals to select, buy and dispose
products and services that are available in the organizations (Bång and Roos, 2014).
 Actions of consumers in market towards purchasing of particular products and services
that are suitable for them and satisfy there demands.
 It is also considered as main aspects of integrated marketing communication that deals
with analysing the preference of consumers towards a particular product of firms.
 In order to expand the business operations and increase the market share, it is essential
for the firms to analyse the perspective of individuals for the development of products
and services (Ryan, 2016 Miller, 2012).
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 Firms apply there marketing mix by analyse the targeted customer that have positive
behaviour of individuals towards the consumers.
 The main scope of consumer behaviour in marketing is concerned with forecasting the
demand of individuals as well as groups towards the products and services.
 Interdisciplinary aspects that focuses on analysing the psychology of consumers that are
targeted by firms to influence them towards brand and also to sustainable growth in
market.
 Integral aspect of analysing and influencing the buying behaviour of people to estimate
the needs of development of new products and also for making innovation in the products
and services (Shankar, Carpenter and Farley, 2012).
 Various aspects have been covered by this such as customer relationship management ie
is recognised as an asset for the analysis of consumer behaviour.
WEEK 6
Ethics and advertising
 According to the Broadbent (2013). Ethics is recognised as the values, perceptions and
set of moral principles of an individual that describe the person's behaviour.
 Advertising is most prominent form or channel of communication that initially concerned
towards transfer of significant information to people (Ethics in Advertising, 2017).
 Mainly both these terms are interrelated with each other and gives clear understanding
about the perception of firms towards promotions of products and services (Lindlof and
Taylor, 2011).
 After analysing the buying behaviour of consumers, firms apply various polices and
practices enhancing their marketing of their products and services across various
countries (Shankar, Carpenter and Farley, 2012).
 Ethics in advertising is concerned towards a set of well defined standards that regulate the
ways and direction of communications taking place between the firms and consumers
(Solomon, Russell-Bennett and Previte, 2012).
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 It mainly describes that organization at international level that deals with the various
products and services increase their sales by promoting there products through
advertising.
 It mainly includes the perception of application fair means of communication that should
be used by the firms to promotes their brands rather using strategies that are not
considered as suitable and creates problems for firms in market (Schiffman, O'Cass,
Paladino and Carlson, 2013).
 Ethics is considered as the most important feature of advertising industry that signifies
that the products and services that are promotes must be appropriate and useful for
customer (Hallahan, 2015).
 Main area of marketers is to expand their sales through appropriate presentation of goods
and services that are made as per the perception of consumers.
 It mainly includes advertising through various channels such as display, posters, pictures,
social media etc. and also a significant part of integrated marketing communication
( Sasu, Pravăț and Luca, 2015).
WEEK 7
Planning and setting objectives in IMC
 In the integrated marketing communication, it is essential for the firms to develops
appropriate planning and objectives which are to be achieved after accomplishments of
plans and policies.
 For the successful marketing of products and services, the companies have to formulate
an appropriate that involves different steps that will be implemented in market to expand
the promotions of products (Sheehan, 2013).
 Establishment of objectives is first step of planning in marketing that clearly describes
that the firms should develop particular objectives that differentiates them from their
rivals in the market.
Following points will describe the objectives of firm towards utilization of integrated marketing
communication. It also describes that objectives that are developed must be SMART such as
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 Main objective of firms towards integrated marketing communication is to expand their
sales through appropriate promotion practices (Püttmann, 2010).
 Expansion of profitability of firm and achievement of sustainable growth in market as
compared to the rivals firms.
 Further, it is also concerned towards making the brand more successful and popular
among the individuals in different countries (Teece, 2010).
 Utilization of various communication channels that requires low investments expand the
marketing at international level.
Moreover, there various steps that should be applied in the integrated marketing communication
such as segmentation, targeting and positioning.
 For the achievement of potential buyers for the products firms must apply the strategy of
targeting appropriate customers from the segmentation' strategy (Peppard and Ward,
2010).
 This is the most beneficial for firm to promote their sales through various channels of
communication such as email social media marketing, promotional activities, e-
commerce websites, telly calling etc.
WEEK 8
Strategy
 Marketing communication is very significant activity that helps to develop awareness of
brand which means that the customers should translate the information of products in to
perception.
 It basically involves development of plans and policies that must focused towards
achievement of potential for products and services by giving appropriate information
(Grunig, 2010).
 In the integrated marketing various plans have been developed by the organization in
order to build positive perception of products and services among the customers.
 It involves selection of appropriate methods that will be beneficial for to achieve their
marketing objectives.
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 Business also use marketing communication to retain its buyers and make efficient use of
communication towards the potential customers (Smith, 2010).
 There various ways through firms should develop appropriate marketing strategies that
concerns towards achievement of potential buyers for the consumers.
 In IMC it is essential for firms to think critically and analyse appropriate measures that
must be beneficial for them and helps in acquiring the market share of rivals.
 There is a specific model that must be utilized by the firms to provide information to
target segments such as AIDA model that describes 4 components like attention or
attractiveness, interest, desire and action (Albers, Mantrala and Sridhar, 2010).
WEEK 9
Public relations
 It is considered as most significant practice of managing the information that is spread to
the buyers about the products and services and maintaining effective relationship with the
buyers.
 Public relations is also considered as an idea of creating coverage for clients for free and
rather that develop of strategies of advertising and marketing (Boone, and Kurtz, 2013).
 It also considered as way through which the organizations communicate with the public
and satisfy there needs by providing high quality goods at lowest prices.
 It is most significant objective of firm in marketing to develop positive relations with the
consumers in order to retain them towards the brand.
 Marketing promotes the flow of goods services from the manufactures and provides to
the consumers.
 In order to achieve the target market, it is appropriate for the firm to develop relationship
with customers by using appropriate mode of communication (Sheehan, 2013).
 Firms have ensured that the marketing methods and strategies that implemented by them
must not harm the customers or creates dissatisfaction.
 It is able to divide in many types such as product, corporate, financial, employees, and
government public relations. The main aim of firms towards development these relations
is continuous expansion of business across the countries.
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 Products public relation is concerned with the controlling the new products in the market
by satisfying the needs of target customers.
 Their various strategies have implemented by the firms to develop appropriate public
relations so that they can retain the buyers towards the products and also increase the
brand image in the market.
WEEK 10
Direct marketing or personal selling
 It is considered as type of campaign of advertising that is utilized by the firms to promote
their marketing at wide level and influence the buyers to purchase the products.
 It is only accomplished by firms to promotes their products to the targeted buyer in the
market and develop positive customer relationship.
 It is a main form of integrated marketing communication that will be considered as
beneficial; for firms and requires fewer investments through which firms can easily
achieve their objectives of marketing (Püttmann, 2010).
 In this, the firms will provide information to its buyers through various means of
communication such as emails, telemarketing, display and workshops. Etc.
 It is also considered as personal selling of products through direct promotion and
influencing the customers to purchase the products. It is mainly described as potential of
firm to increase the sales of their products in market through appropriate use of polices
and strategies that will helps them in achievement of profits and maximization of sales.
 The most common forms that used in direct marketing of products and services are as
follows:
 Internet marketing: this is most common form of marketing in which the firms will
increase their sales by providing information to customers on their websites.
 Direct mail: This is also effective mode of direct marketing in which the firm will
provide information of products by mailing to customers (Teece, 2010).
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REFERENCES
Books and journals
Abratt, R. & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations:
Reconciliation and integration. European Journal of Marketing. 46(7/8). pp.1048-1063.
Albers, S., Mantrala, M. K. & Sridhar, S. (2010). Personal selling elasticities: A meta-analysis.
Journal of Marketing Research. 47(5). pp.840-853.
Armstrong, G., Kotler, P., Harker, M. & Brennan, R. (2012). Marketing: an introduction.
Pearson Prentice-Hall, London.
Bång, A. & Roos, C. (2014). Digital Marketing Strategy.
Boone, L. E. & Kurtz, D. L. (2013). Contemporary marketing. Cengage learning.
Broadbent, D. E., (2013). Perception and communication. Elsevier.
Castronovo, C. and Huang, L. (2012). Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness. 6(1). p.117.
Coupey, E., (2016). Digital Business: Concepts and Strategies. Routledge.
Grunig, J. E. ed., (2013). Excellence in public relations and communication management.
Routledge.
Hallahan, K., (2015). Organizational goals and communication objectives in strategic
communication. The Routledge handbook of strategic communication. pp.244-266.
Lindlof, T. R. & Taylor, B. C., (2011). Qualitative communication research methods. Sage.
Miller, M., (2012). B2B digital marketing: Using the web to market directly to businesses. Que
Publishing.
Peppard, J. & Ward, J. (2016). The strategic management of information systems: Building a
digital strategy. John Wiley & Sons.
Püttmann, C., (2010). Collaborative planning in intermodal freight transportation. Gabler.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sasu, C., Pravăț, G. C. and Luca, F. A., (2015). ETHICS AND ADVERTISING. SEA: Practical
Application of Science. 3(1).
Schiffman, L., O'Cass, A., Paladino, A. & Carlson, J. (2013). Consumer behaviour. Pearson
Higher Education AU.
Schütte, H. and Ciarlante, D. (2016). Consumer behaviour in Asia. Springer.
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