Marketing in a Digital Age

This document discusses the concept of marketing in the digital age and its impact on businesses. It explores the opportunities and challenges faced by companies like Cambridge Analytica. The document also delves into the role of data in decision making in business and politics. It analyzes the work of Cambridge Analytica in Trump's campaign and discusses its ethical implications. Additionally, it examines the interrelation between public goodwill and data-driven technology organizations.

Marketing in a Digital
Age and Corporate
Social Responsibility

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Business opportunities for Cambridge Analytica and How did the company capture it?.........................3
Stand in the shoes of CEO Alex Nix: What could have been done better BEFORE the scandal in 2017
and earlier? What could have been done better AFTER the scandal broke (early 2018)?........................4
Judge the value of data for influencing decision making, in business and in politics?.............................6
Explain the work & service Cambridge Analytica provided Trump’s campaign. Apart from the legal
side, in your perspective, was it right for Cambridge Analytica to provide this work for Trump?...........7
How do public goodwill/license to operate & data-driven technology organizations interrelate?............7
What challenges Facebook brand is facing today and what implications these challenges and the case of
Cambridge Analytica have for the future of Facebook from your perspective?.......................................8
CONCLUSION...........................................................................................................................................9
REFRENCES............................................................................................................................................11

INTRODUCTION
For every organization, it is important to conduct marketing activities that help in
attracting potential and current customers towards product and services of company. Marketing
is defined as a process of creating awareness in market about brand and enhance sales as well as
profitability of an organization. In today’s world, companies are changing their marketing pattern
that is shifting from traditional approaches to modern approaches Alam, M.S.A., Wang, D. and
(Gray-Rosendale, 2018). It is done on the basis of corporate social responsibilities and digital
age. The present report is based on Cambridge Analytica that is founded in 2013 by Alastair
MacWillison. It is mainly a British political consulting firm & recently it play vital role in Brexit
referendum in UK and American president election. In order to promote this, Cambridge
Analytica used digital platforms. The report will cover opportunities that respective company
have in market. In addition to this, there is discussion about the factors impact on decision
making of management & services offered by organization to Trump’s campaign. Moreover,
report include ethical concern for organization and the various challenges faced by Facebook.
MAIN BODY
Business opportunities for Cambridge Analytica and How did the company capture it?
Business opportunities is defined as a process that include equipment’s, sales and lease of
products, services and so on that will enable buyer licensee for being a business. In relation to
Cambridge Analytica, it offer services to political parties and businesses who want to alter
behavior of audience in a proper manner. Business opportunities for chosen company is it can
expand its business operations in another locations in order to change behavior of people. In
addition to thus, it will aid company to motivate audience to consume their services that has
positive influence on sales and profitability level of Cambridge Analytica. In addition to this, it
can gain opportunity to increase their business by using more digital platforms that will help in
creating awareness in market and attracting large number of people within short span of time. In
addition to this, it will also help in reaching large number of people and increase its customer
base level in an effective manner (Rich, 2018). Moreover, there are various forms of business
opportunities that chosen organization can adopt like onsite computer service, online referral

service, management consulting, online gaming, search engine optimization, direct selling,
public relations consultant and so on. Apart from this, there are numerous stages that Cambridge
Analytica can capture to order to gain business opportunity in an appropriate and successful
manner. The stages that will be executed by respective company are as follows:
 Understand potential clients & past leads: It is consider as initial stage wherein
Cambridge Analytica can identify its potential client by checking of past records. It will
help in taking better decision in order to achieve business opportunities.
 Listen to customers needs: It is important for an entity to properly listen and understand
requirements of customer as it help in satisfying customers and enhance number of loyal
customers in a proper manner. In relation to Cambridge Analytica, it can evaluate
requirements of customer that aid in developing or designing services as per customers
requirement. For this, the data is collected from current and past clients of company.
 Determine competitors: The third and the most important stage by which company can
easily gain business opportunity in an appropriate manner (Waheed, 2019). The
management team of Cambridge Analytica require to identify their competitors that aid in
developing more effective action plans and strategies as well. In addition to this, it will
assist company to attain competitive edge and marketplace and attain leading position as
well.
 Evaluate respective industry trends & insights: In order to sustain in market and maintain
its performance level in market, it is important for an organisation to gain knowledge
about the market trends as it will help in providing relevant service to customers. In
addition to this, it will aid Cambridge Analytica to develop more effective action plans
and enhance their business properly.
Acquisition and execution of such stages will help Cambridge Analytica to capture
business opportunity in a best and successful manner. In addition to this, it help in increasing
level of sales and profitability effectively. Moreover, company can attain competitive advantage
at marketplace that leads to growth and development of Cambridge Analytica.

Stand in the shoes of CEO Alex Nix: What could have been done better BEFORE the scandal in
2017 and earlier? What could have been done better AFTER the scandal broke (early 2018)?
It is determine that Cambridge Analytica conducts unethical practices because of which
shoes of CEO Alex Nix face major challenges or issues that directly influence on their business
activities and functions as well. In addition to this, it not only affect Alex Nix but also negatively
influence on profitability as well as growth of Cambridge Analytica. In the year 2017, CEO Alex
Nix conducted illegal practices and go thought scandal in market that impact their overall
business performance. The factors that show affect of scandal after and before is discussed
below:
 Marketing communication strategy & message: It is analyzed that scandal conducted by
chosen organisation is associated with illegally use of customers information for
developing strategies. Before the Scanadal, the reputation of company and goodwill is
high as they can easily implement business activities. In addition to this, it will aid
company in implementing marketing strategies and achieve their objectives within given
time frame. On contrary, after Scandal the overall reputation or market image is decline
that has direct influence on activities in a negative manner (Chaffey, 2019). Moreover,
the company faces major issues and challenges in conducting marketing communication
because of decline in image at marketplace.
 Impact on brand awareness & brand trust: It is considered as a major area that has
affected because of unethical practices. It is important for an organisation to implement
proper practices as it will help in developing brand image and strengthen market position
in an effective manner. In context to Scandal of 2017, it is determine that company have
loyal customers and brand image in market before the scandal. On contrary, after the
scandal the customers did not trust on company and its brand awareness is impact in a
negative manner.
 Corporate social responsibility and corporate reputation: It is defined as a one of the
important factor that is nowadays require in order to develop positive image in market or
in the mind set of customers. Before the scandal, it is determine that company is easily
able to attract large number of people by their CSR activities in an effective manner. It
will help company to enhance their customer base level and profitability as well. On the
other hand, the situation is getting difficult after the scandal and negative image of brand

is developed in market. It is analyse that even by conducting CSR practices, company is
mot able to attract potential audiences and did not like to invest on brand.
By the assistance of all this areas, the impact of scandal before and after can be determined in an
effective manner. In addition to this, analyzing such factors will help company to develop
effective strategy that has positive impact on brand in market.
Judge the value of data for influencing decision making, in business and in politics?
In business industry, there are various factors that has impact on decision making of
managers on implementing activities and operations as well. In the same manner, there are
different aspects that has impact on the politics related decision making process. It is important
for businesses and politics to analyze and gain knowledge about factors that impact on their
process of decision making. Some of the factors is given below:
 Corporate social responsibility: It is consider as an activity that is implement by an entity
with an aim to develop brand image and enhance market share in a proper manner. In
today’s time, it is determine that almost all the companies conducted CSR activities in
order to contribute something to society and to attract large number of people prevailing
at marketplace. Corporate social responsibility will affect on business and politics both as
they conduct activities in order to attract more people towards them and to achieve their
objectives.
 Impact on society: One of the essential factor that is required to be undertaken by every
organisation in order to sustain in market for longer time. It is essential for companies to
consider social factors such as attitude, beliefs, values and culture before taking decision
of implementation of activities (Clarke, 2019). In context to business and politics, society
will impact on the overall decision making process as they are required to satisfy needs of
society, which will help in strengthening image in market and enhance productivity in an
effective manner.
 Ethics and legislations: Another factor that has impact on the overall decision making of
politics and business as well. It is important to follow all the laws and legislation in order
to implement activities in an ethical manner. It will help both to develop positive image
in the mind set of people and also aid in achieving objectives in a timely and effective

manner as well. For both businesses and politics, it is important to follow rules developed
by government as it help in better decision making and attainment of goals effectively.
The above mentioned factors is important to consider by businesses and politics as well in
order to carrying out activities in a best and effective manner. In addition to this, it is
significant for both to develop action plan or strategies in order to take better decision and
attain objectives in a timely manner.
Explain the work & service Cambridge Analytica provided Trump’s campaign. Apart from the
legal side, in your perspective, was it right for Cambridge Analytica to provide this work for
Trump?
Cambridge Analytica offer marketing support activities to politics and companies as well
with an aim to achieve their desired goals that take place by changing attitude and behavior of
audiences as well as customers. In context to Trump’s campaign, it provide support in order to
make Trump winner of election by high number of votes. For achieving its goals, Cambridge
Analytica conduct illegal and unethical practices by which they lose its brand image and market
share as well. In addition to this, the mindset of customers is also change towards respective
company and they did not trust on brand anymore (Rees-Roberts, 2018). It also decline the
overall efficiency and profitability level of company. The illegal or unethical activities conducted
by Cambridge Analytica for raising votes of Trump in election and for this, company make
contract with social medial application that is Facebook in order to show bad image, articles and
reputation of opposition party in the market. Facebook is one of the effective social media
application that is used by million of people and putting information on it is spread quickly and
easily to large number of people. By the assistance of this, the company is able to gain attention
of more audience and encourage Trump work that help in getting high number of votes and make
him win in elections.
As per my view point, it is not right or legal for Cambridge Analytica to offer such
service to Trump as it is illegal and unethical and at the end develop negative image in market
and societies as well. In addition to this, doing illegal practices has negative influence on
reputation or brand image of chosen company as they do unethical activities for attracting more
people only. Furthermore, it is unethical to show the wrong information of people to just increase
number of votes and develop value in market. So, according to my perception, Cambridge

Analytica follow ethical and legal practices in order to support Trump as it maintain brand image
in market. In addition to this, company can develop positive mindset and attract large number of
people towards its services.
How do public goodwill/license to operate & data-driven technology organizations interrelate?
Licensee companies defined as those entities that take decision on the basis of brand
image as well as value in market. It is determine that such organizations cannot opt for unethical
practices as they more concerned about their reputation in market that help in attracting more
number of people towards its services. In addition to this, Public goodwill and licensee
companies follow all rules, policies, regulations and legislations developed by government in
order to implement activities in an ethical and proper manner as well. By the assistance of such
activities, organizations are able to attract more people and increase their customer base level
effectively. If it is talking about Data driven technology companies, these are companies that
take decision on the basis of information and interpretations as well. The main focus of such
companies is to collect valid information so that they can develop effective strategies and attain
their desired goals and objectives as well. These companies are not undertaken all the rules,
policies, legislation develop by governments or follow such instructions effectively (Petre,
2018). It is determine that there is interrelationship between licensee companies & data driven
technology organizations as both are working in order to fulfil needs and requirements of
customer in a proper manner. Moreover, it is analyze that both companies implement activities as
well as operations in order to attract potential customers and achieve their goals in an effective
manner. It help companies to enhance their productivity and profitability ratio in an appropriate
manner.
What challenges Facebook brand is facing today and what implications these challenges and the
case of Cambridge Analytica have for the future of Facebook from your perspective?
Facebook is one of the most effective marketing platform that is used by an entity in
order to create awareness in market about its product as well as services. It is determine that
there are millions of people using Facebook and it help companies to reach large number of
people and enhance customer base level rapidly. In today’s scenario, Facebook is facing several
challenges and issues that directly impact on its activities and effectiveness as well. The issues
faced is given below:

 Data privacy: One of the major challenge faced by company at the time of functioning as
well as operating practices. It take place due to data threaten by hackers. In relation to
Cambridge Analytica, it conduct marketing activities by Facebook in order to collect
information so that they can develop effective strategies against opposition parties, bit it
is consider as unethical practice in nature (Smith, 2018).
 Implementation of proper regulations: As per this challenge, it is determine that people
and companies did not adopt rules and follow regulations in an appropriate manner that
has negative influence on performance. With reference to Cambridge Analytica, it used
influential contents & users’ personal information that is unethical or illegal practice.
Moreover, there are various methods and practices that can be used by Cambridge Analytica
and Facebook in order to deal with challenges associated with legal and ethical issues. The
main implications for solving issues is defined below:
 Seeking effective regulations: In order to deal with issues, companies can implement rules
and regulations in order to collect information in an ethical manner.
 Giving audiences more accurate information: It is important for an organisation to
provide right information to audience in a proper manner. In addition to this, Cambridge
Analytica can develop a set of question for audience in order to collect information in an
ethical manner.
 Strengthening protecting & privacy information: Herein, it is important for company to
secure all the data of customers and did not share it without their consent. In addition to
this, it will help Facebook to develop trust of users in an effective manner.
Furthermore, Cambridge Analytica contact with Facebook for promoting good image of Trump
and bad image of opposition so that Trump can gain more number of votes and win in elections
(Urbach and Ahlemann, 2019). This activity is consider as illegal practice as putting wrong
information about others is not ethical and it might lose brand image of company to provide
wrong information. Therefore, it is essential for both Facebook and Cambridge Analytica to
adopt such strategies in order to develop its brand image and attract large number of audiences.

CONCLUSION
From the above discussion, it has been concluded that for every organization, it is
essential to implement marketing strategy that help in attracting potential customers in an
effective manner. In addition to this, it also help company to enhance their customer base by
reaching to large number of audience. Nowadays, companies make use of digital technology in
order to promote their product as well as service in market and it is determine that using of such
tools is effective and beneficial for company. Furthermore, it is essential to identify business
opportunities in order to develop effective plans as well as strategies. One of the important that
help an entity to gain success in market and sustain for longer time is fulfilment of customer
requirements. For this, it is essential for an entity to conduct research that help in gaining insight
about market trends and customer requirements as well. Companies also require to conduct
evaluation of their business operations and for which they undertake areas like corporate social
responsibilities, effect of brand awareness, market communication strategies, corporate
reputation and so on. Furthermore, there are various issues as well as challenges faced by
Facebook at the time of operating and implementing practices due to legal as well as ethical
challenges. Fir this, it is important for an organization to follow all the laws formed by
government and avoid doing unethical practices that impact negatively on their businesses.

REFRENCES
Books and Journals
Alam, M.S.A., Wang, D. and Waheed, A., 2019. Impact of Digital Marketing on Consumers'
Impulsive Online Buying Tendencies With Intervening Effect of Gender and
Education: B2C Emerging Promotional Tools. International Journal of Enterprise
Information Systems (IJEIS), 15(3), pp.44-59.
Armstrong, G.M., and et. al., 2018. Marketing: an introduction. Pearson UK.
Bassano, C., Barile, S., Piciocchi, P., Spohrer, J.C., Iandolo, F. and Fisk, R., 2019. Storytelling
about places: Tourism marketing in the digital age. Cities, 87, pp.10-20.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Clarke, A., 2019. Opening the Government of Canada: The Federal Bureaucracy in the Digital
Age. UBC Press.
Gray-Rosendale, L. ed., 2018. Getting personal: teaching personal writing in the digital age.
SUNY Press.
Kane, G.C., Phillips, A.N., Copulsky, J. and Andrus, G., 2019. How digital leadership is (n't)
different. MIT Sloan Management Review, 60(3), pp.34-39.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Nikunen, K., 2018. Media solidarities: Emotions, power and justice in the digital age. SAGE
Publications Limited.
Petre, C., 2018. Engineering consent: How the design and marketing of newsroom analytics tools
rationalize journalists’ labor. Digital Journalism, 6(4), pp.509-527.
Rees-Roberts, N., 2018. Fashion Film: Art and Advertising in the Digital Age. Bloomsbury
Publishing.
Rich, E., 2018. Gender, health and physical activity in the digital age: between postfeminism and
pedagogical possibilities. Sport, Education and Society, 23(8), pp.736-747.
Smith, R., 2018. Crime in the digital age: Controlling telecommunications and cyberspace
illegalities. Routledge.

Urbach, N. and Ahlemann, F., 2019. IT Management in the Digital Age. Management for
Professionals.
van Tulder, R., Verbeke, A. and Piscitello, L., 2018. Introduction: international business in the
information and digital age–an overview of themes and challenges. International
Business in the Information and Digital Age (Progress in International Business
Research, Vol. 13), Emerald Publishing, pp.1-13.
Wrigley, C. and Straker, K., 2019. Affected: Emotionally engaging customers in the digital age.
John Wiley & Sons.