Marketing in a Digital Age and Corporate Social Responsibility

This report discusses the opportunities for Cambridge Analytica in the international market, actions taken before and after the scandal with Facebook, the value of data in influencing decision making, and the effectiveness of promotion campaigns. It also explores the impact of digital technology on business and politics.

Marketing in a Digital Age and
Corporate Social Responsibility

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Opportunities for Cambridge Analytica......................................................................................3
Actions Can be Used by Company Before and After the Scandal..............................................5
Value of Data for Influencing Decision Making in Business and Politics..................................6
Effectiveness of Promotion Campaign that is Designed by Cambridge......................................6
REFERENCES................................................................................................................................8

INTRODUCTION
In today’s world, digital technology has been used in different organization in order to have
creation of different business values. This is helpful in conducting different business operation as
the use of more digital technology in order to have the providence of different quality products as
service. On the other hand, digital technology will be used in order to have the providence of
best customer values along with gaining more level of competitive advantages in the
international market through product and service differentiation. As to be considered that this
report is based on Cambridge Analytica which is the global information’s and communication
which is being established in year 2013 as headquarter in London, United Kingdom. This report
has the brief regarding the company scandal of year 2017 between the Cambridge Analytica and
Facebook. In the other hand, this report will have clear discussion of Cambridge opportunities in
the international market. On the other hand, the report will have discussion effective of
Cambridge for election work which is being performed by the Donald trump. The importance of
goodwill and licence in operating data driven companies will be interrelated in the report along
with major ethical and legal issue which is been faced by Facebook.
MAIN BODY
As per the case the Cambridge analytical have developed as app in turn arraigned as the
informed consent process for their research Facebook users would agree to complete a survey for
payment that was only for academic use. In allowance to that’s the app not only collect her level
of personal information form the survey of respondent but also the Facebook friend
Opportunities for Cambridge Analytica
In the todays international market, there is availability of wide range of opportunities in the
essential targets market as with the help of digital technology. The level of existing opportunities
in market will help the firm to have there more level of business profit in the target market. On in
order to have the better level of understanding in relation to the different opportunities which are
available to Cambridge analytical in terms of digital technology are such as – Geographical
expansion, cost effectiveness, measurable analytics, high revenue and super targeted audience.
Brand awareness & brand trust
As per the consideration of brand awareness, the firm have the opportunity which are interrelated
with the data driven digital technology firm. The digital technology has the providence of the
firm to the firm of as the platform for placing their respective goods and service in market for
3

performing the different business operation. This approach will be helpful in creating more level
o brand awareness as integration with traditional approach are not able to provide more level of
satisfaction of the customer needs and perception. With the use of more and more digital
technology by data driven company help them to have large target base to perform differential
business as the respective reach is high along with capability in order o have improvements is
wide customer base.
Marketing strategy
The company have clear opportunity to have the implementation for different marketing and
communication strategy which will be helpful in gaining more level of sustainability.
. As implementation of digital technology in the firm will be much higher as the aspects of one-
time investment. As the Cambridge Analytica can have the performance of their effective action
at low cost. As the use of more level of digital technology have the reduction to another
additional cost which is the contradictory part of traditional one. The Cambridge analytic found
to be work in more easy manner and cost-effective manner as compare to the existing transzonal
approach in the respective target market.
Corporate social responsibility
Digital technology involvements help the Cambridge analytical to seeks in more level of
customer target market along with their day to days activity which will be hopeful in formation
of services as per the needs and perception of consumers. This is helpful to the firm in having
survey and identify the more of social issues. In organization, it is very important to have proper
tracking of customers in order to have improvement in there knowledge and customer data base.
This is how organization will be able to conduct business process with high effectiveness.
Profitability
The firm is liable to have more level of opportunities which are related to digital technology in
order to have the improvement in revenue for the growth and development of organization. With
the use of more digital technology and data driven business, Cambridge analytical will be helpful
in creating more level of revenue by gaining sustainable profit and market position in
international market. This is the way firm have the assessing there a high level of audience in
more efficient and effective way of business operations.
4

Actions Can be Used by Company Before and After the Scandal
Brand value is an important aspect of firm which is helpful in gaining more level of
prosperity to the firm. There are several steps which is taken by the Cambridge organization after
the respective scandal of Facebook and Cambridge analytical to evaluate the effectiveness for the
election campaign of Donald Trump. The measure is taken to restore the firm brand value in
market place along with prevention of high failure in international market
As the main aim of Cambridge firm is to have the conduction of election promotion
campaigns for the presidential candidate of USA. In addition to that firm have the aim of
maintaining the campaign with high level of effective performance which have need for specific
information along with data base for the effective promotional plan. The scandal is as follows –
the form has hacked the more level of information and all data from the Facebook which is a
social media company. The firm have used all the data without permission of social media
company Facebook. as the sandal has been there, the firm have tried to use some of legal action
for maintaining their good image in the international market. But due to the major level of false
activity, the firm have major negative and drastic impact in the international market which have
impact in significant loss of the customers. There is more need to be action to be taken before or
after respect scandal will have analysation along with value of information in influencing
decision making. There is more need to be action to be taken before or after respect scandal will
have analysation along with value of information in influencing decision making.
Before the existing level of scandal, there firm have specific processing to get information
of the social media users mentioned in site. This is much to have conducting the business which
is instead of illegal ways to have the performing more level of business activity. On other hand
Facebook, the firm has allowed to have extracting the vast amount of the private level of
information from its systems who can have used to more level of political ends.
This is how company could have used a business contract with the organizations like
Facebook and other social media site to fine related data about the customers. On the other hand,
Facebook have push to the policy makers to have creation of new level of regulation which will
be helpful in curbing the profitability online advertising and other activity of user data. Facebook
have the failure in ere convivence the government to be the part of responsible actor. The firm is
enacting there more level of rules which is restricting the Facebook practices.
5

Hence there was a wide range of debate that how the user can trust along with allowing
there third party developer along with engineers to have the sole purpose gathering data and the
developer was able to exploit a loophole to gather information on not only people who used the
app but all their friends without them knowing. The firm have also paid the amount of
compensation to the person who have been affected form the data breach or target group which
have mainly be targeted as part of misuse of act. So the above action will be not able to have the
recovering the damage which is occurred with misuse of data performed by the Cambridge
analytical.
Value of Data for Influencing Decision Making in Business and Politics
The process of decision-making process is considered as the important aspects in order to have
the running of business in order to get successful target market. There are various factors which
are present needed to be considered in the process of decision making in more way avoidance of
failure with poor performance in market. This is helpful in keeping the action of the firm at
effective level which is considered to be importance aspect of the data driven companies at
significant way
As there more level of digital impact over culture and media which have accused the Facebook
as the misleading in their previous session. On the other hand, more level of value of data along
with country information along with privacy commission demanded that’s Facebook have
violated privacy agreements. As per the impact, as news of the data mining scandal that
Facebook have country privacy protection which have major investigating the social media giant
which have potentiality. On the other hand, public or more level of Facebook user has filed the
level of legal complaints as Facebook have the usage of data along with suing damages. On the
other hand, the public have the more level in around to delete Facebook movements has been
growing as the investor have the dumping shares in Facebook. On the other hand, Facebook have
been fined up with 500000 euro over the scandal data. In addition to that, the Cambridge
analytical should have the proper reporting about the usage of data breach in political
campaigning along with various regional government.
Effectiveness of Promotion Campaign that is Designed by Cambridge
The more level the campaign which is being organized was considered to be more level of
effective as the more level of focussed for the more level of promotions of Presidential candidate
Donald Trump. The campaign that is designed by the organization was focused on the target
6

people of United States of America. As there were different operation which is been performed
by Cambridge analytical to improve more level of focalisation in the promotion process. There is
more level of specification and blueprint strategy which is been built by there company to have
there increase in promotion Donald trump for the respective lection. On the other hand, the data
is been processed by and clear focus have ethical and commercial breaches of the data base from
Facebook. On the other hand , the people were clear targeted as the trashed level of information
in order to achieve better results. . There is advisability of differ facts which have effuse decision
making in relation. As the effects of the scandal politician have the around their world have the
major concerns about the revelations which have declared the intention to sunnitize more
companies involved.
Hence, it has been indicated that’s Cambridge helped the campaign as persuasion online media
buying. They also helped in identify potential donors. they created a visualization tool that
showed in each state which areas were most persuadable and what those voters care about.
CONCLUSION
From the above report it can be stated that digital technology will be used in order to have the
providence of best customer values along with gaining more level of competitive advantages in
the international market through product and service differentiation. The Cambridge analytical
have developed as app in turn arraigned as the informed consent process for their research
Facebook users would agree to complete a survey for payment that was only for academic use.
This is helpful to the firm in having survey and identify the more of social issues. In
organization, it is very important to have proper tracking of customers. Facebook have push to
the policy makers to have creation of new level of regulation which will be helpful in curbing the
profitability online advertising and other activity of user data. Facebook have been fined up with
500000 euro over the scandal data. In addition to that, the Cambridge analytical should have the
proper reporting about the usage of data breach in political campaigning along with various
regional government.
It is important aspect of conducting the business in order to have the sustainable gains of profits
in international market
7

REFERENCES
Books and Journals
Online
Alatalo, S and et.al., 2018. 3.2 SMEs’ ethical branding with humor on Facebook. Not All Claps
and Cheers: Humor in Business and Society Relationships, p.32.
Chaudhuri, S. and Basu, A., 2018. Ethical issues in sharing patients' information on social media.
Indian journal of public health, 62(4). pp.319-320.
Li, A.Q. and Found, P., 2017. Towards sustainability: PSS, digital technology and value co-
creation.
Pagani, M. and Pardo, C., 2017. The impact of digital technology on relationships in a business
network. Industrial Marketing Management. 67. pp.185-192.
Schallmo, D.R. and Williams, C.A., 2018. History of digital transformation. In Digital
Transformation Now! (pp. 3-8). Springer, Cham.
Wilson, R., 2019, July. Cambridge Analytica, Facebook, and Influence Operations: A Case
Study and Anticipatory Ethical Analysis. In European Conference on Cyber Warfare
and Security (pp. 587-XX). Academic Conferences International Limited.
Zarubin, S.G. and Deev, K.A., 2017. Process model of digital manufacturing. Russian
Engineering Research. 37(8). pp.714-719.
Heawood, J., 2018. Pseudo-public political speech: Democratic implications of the Cambridge
Analytica scandal. Information Polity, 23(4), pp.429-434.
Edwards, J.L., 2019. An Examination of Consumers' Social Media Trust In the Wake of the
Facebook and Cambridge Analytica Scandal (Doctoral dissertation).
Manokha, I., 2018. The Cambridge Analytica scandal contextualized: Platform capital,
surveillance, and data as a new ‘fictitious commodity’. Cultures & Conflits, (1), pp.39-59.
Berghel, H., 2018. Malice domestic: The Cambridge analytica dystopia. Computer, (5), pp.84-
89.
8

9

10