Marketing in a Digital Age and CSR

This report discusses the role of digital marketing in the current business scenario and its impact on Cambridge Analytica. It explores the business opportunities for the company and the value of data in influencing decision making. The report also analyzes the ethical and legal challenges faced by Facebook.

Marketing in a Digital Age and CSR

Contents
INTRODUCTION......................................................................................................................3
Business Opportunities for Cambridge Analytica..................................................................3
Recommendation for actions Before and After the Scandal..................................................4
Value of Data to Influence Decision Making of People........................................................5
Explanation on the work and service of Cambridge analytical that provided by trump
campaign................................................................................................................................6
How do public goodwill/licence to operate and data driven technology firms interrelates.. .7
What kind of ethical and legal challenges face by Facebook brand today.............................8
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................10

INTRODUCTION
Digital marketing is considered as one of the fastest growing trend in the market
place. Digital marketing can be considered as use of internet, mobile, social media, Search
Engine Optimization and all other channel of marketing that are consists of electronics
devices and internet known as digital marketing (Torres, 2018). Most of the organization
around the world are using digital marketing to promote their products and services to full fill
their business objectives. This report is based on the case study of Cambridge Analytica the
digital marketing company which was involved in the election promotion for current
president of United States of America Mr. Donald Trump. Cambridge Analytica is an
Information and Communication Technology Company which was founded in year 2013 by
Alastair MacWillson. Business opportunities of organization for current market scenario will
be explained in the report. The actions that are relevant before and after the scandal also will
be recommended in the study. Importance of data in influencing decision making of people
also will be analysed in the study. The work and services of the Cambridge Analytica will be
provided in the report related to the election promotion of President Trump. The interrelation
between public goodwill for operation and data drive technology will be considered in the
report. The current ethical and legal challenges that are faced by the face by Facebook will be
analysed in the report.
Business Opportunities for Cambridge Analytica
There are different opportunities of the digital marketing for business organization
like Cambridge Analytica. As an information and communication Technology Company
there is huge role of digital marketing in the current business and international business
scenario. Company can use the digital marketing platform to complete their business
objectives with higher success and conversion rate. Some of the main opportunities for
Cambridge Analytica are related to customers and current trends in the market place here are
the opportunities a digital IT company could have in the International Business environment.
Beneficiary- Most of the people around the world are using digital devices which are capable
to connect those people with internet. This is how company can get an international platform
to complete their business objective with high marginal profit with less operation cost. This is
how organization can gain success with digital marketing in current market place (Chaffey
and Ellis-Chadwick, 2019). The main opportunity with digital marketing is the number of
people organization can reach in the limited time period is too high with digital marketing.

Advantage in the Competitive Market- In the current business scenario there are many
organizations are using digital marketing process to promote their product, services and
information to people. In case of Cambridge Analytica organization can effectively make
reach to the much larger audience to gain higher success in the market place. This is very fast
and effective process to influencing the decision making process of people. Digital marketing
process can help the organization to meet their customer objective with higher success rate
and it is highly beneficial for business organization.
Cost Effectiveness- As compared to the traditional sources of marketing digital marketing is
cost and time effective and it can save a lot cost of business organization in business
practices. By digital marketing organization an complete their business operation of sharing
information and content to the large number of people at very low cost along with collecting
feedbacks from customers (Selman, 2017). By using digital marketing process Cambridge
Analytica can earn higher profit.
Provide Accessibility- This is main advantage of the digital marketing that it allows the
company to access target audience with higher effectiveness. This is very easy or the
organization to access their target audience specifically. Through this process of digital
marketing company can access their target audience with higher accuracy and precision to
meet business objective within short time for their efficient performance in the global market.
It is how different business opportunities Cambridge Analytica have related to the
digital marketing (Chaffey and Smith, 2017). Company can take all these advantage to
maintain their performance in the global market to keep their business process profitable for
long term.
Recommendation for actions Before and After the Scandal
There are different consideration could before the scandal which was related to the
data misuse of data base of the Facebook for personal business use without any permission.
This scandal was major data reach in the data base of company and it can be considered as
legal offence of Cambridge Analytica. The main concern of company is to get information of
the people for the election promotion of Mr. Donald Trump as presidential candidate. There
are different processes can be used by the company to gather data from people and
organization like Facebook. Cambridge Analytica could have followed various process to
collect data from different information sources. This is really offensive to misuse the data of
people for their business process. To collect data from different sources company had

different options that can be used by the Cambridge Analytica to retrieve data form these
source of information could be retrieved by the company for promotional use. The business
promotion process needs detailed information of the people who are targeted and sampled by
company. By making contracts with information sources company can collect data to make
positive development in their business operation. This is better to use proper procedure
instead on using illegal process to collect data to support their particular client. This could be
very bad for the global brand image of the organization that can affect their business also
(Kingsnorth, 2019). Before these type of action company should have used proper procedure
to make their actions correct with no any breaching of legislation. This is really offensive for
the business organization to make proper processes to keep their actions for their promotional
campaign in the market place. There should be a proper process should be used by the
organization to keep their actions right for their image in target market and particular
industry. This can be considered as ethical process of conducting business. After the scandal
there are specific actions should have taken by the company to avoid further issue legal
ethical issues. Company should have make proper apology in from of whole world for what
they have done. This apology can help them to make positive image in the market place
which is most important thing for the business organization.by these process company also
can their seen correct paying compensation to Facebook fir their data loss and challenges that
are faced by company form their client side. This is how post scandal, company can take
actions for the recovery of the mess that is created by their data stealing act.
Value of Data to Influence Decision Making of People
In different ways information and data possessed by the company is important for the
company. As an Information and Communication company this is not possible for company
to make their actions successful without having critical and specific information about the
various aspects that are important for their business (Torres, 2018). Organization require
different type of information to make decisions for the organization processing and effective
business in the market place. For every action of organization management and operation
team of company needs specific information to develop marketing campaign with maximum
effectiveness. Better information can help the organization to develop efficient plan with
better reinforcement strategy. Knowledge, data and information available to the company
allows them to make efficient plan that can deliver better information to their target audience.
There are different steps are included in the marketing process or campaign. Organization to
full fill all the aspects of the marketing process to make effective plan that can affect the

decision making process of people. For case of the election promotion for Donald Trump this
important for the Cambridge Analytica to target the audience effectively to make them to
vote for Trump. For this company required various type of theoretical and factual information
that can change the mind set of people.
Marketing campaign are all about the information sharing based on the target of the particular
business campaign. For example in the election campaign this is important for the business
organization to get better data and information of the people who are targeted by the
company to promote particular person for the position of President of the United States of
America. In the election promotion this is important for the company ti have specific data and
information of the people who will be able to vote. On the basis of these information
Cambridge Analytica will be able to develop effective marketing plan for the promotion
campaign (Kingsnorth, 2019)
. The information that is available to the company can help them to derive new information
by processing of current data to find patterns relation between ranges of data to make
effective business plan. This is how information available to the company can help them to
keep their actions best suitable for their business goals. All the actions of organization are
based on the knowledge and information company have about market place and real time
situation about the market place.
Explanation on the work and service of Cambridge analytical that provided by trump
campaign.
A company run by former officials at Cambridge Analytic, the political consulting
firm has taken the initiative to brought down by a scandal over how it obtained Facebook
users’ private data and has been quietly working for President Donald Trump’s 2020 re-
election effort (Raja, 2020). Henceforth, this can be stated that The Trump campaign never
used the psycho-graphic data that once worked to help acquire the data's reporting as it was
relatively new and of suspect quality and value. Additionally, the profiling approach that use
by the Cambridge analytics allows to assume the likelihood about the voting of individual
people that is based on personality. From the research, it has been found out that Cambridge
staff also assisted the campaign in manner to take the initiatives to identify that what kind of
the voters in the RNC’s data file were most likely to be persuadable and undecided but
looked likely to swing toward Trump (Steenkamp, 2020). On the other hand, this can be
stated that the they have also created lists of voters who were most likely to become donors.

This was has negative impact on the brand image of the enterprise. In this, the Liberal voters
in particular worried that their data used to get harvested without their knowledge and used to
elect Trump. In addition to this, it can be stated that representatives from Facebook, Twitter,
and Google will testify before both the House and Senate intelligence committees and will
likely face questions about their interactions with Trump's digital team and members of
Cambridge's staff (Sümer, 2020). Thus, individual get largely affected by this incident. With
the help of the research, this also has been found out that employees, associates and
documents of the Cambridge's analytic can make one of the huge data leaks in the social
network history. It is one of the breach that allows firms to exploit the private social media
activity and this has widely underpinned the president trump campaign within the year 2016.
How do public goodwill/licence to operate and data driven technology firms interrelates.
With the advent of technical advancement, the things are getting changed day by day.
Technological innovations have recently changed many of the ways in which the private
trucking industry operates (Lee, 2020). These changes have enabled trucking firms that
works as to take initiatives to monitor more closely the distribution of goods and services,
improve productivity and this also develop higher levels of customer satisfaction. In the
present era, the business must continually takes the initiative that works as to adopt new
technical that aids to remain profitable, innovative and competitive within the global market
(.Bugeja, 2020). In addition to this, it can be stated that the choice between public, private
and hybrid cloud solutions depends on a variety of factors, cases and limitations. In the
current world, the businesses are set up along processes and they develop world class
processes. Henceforth, the six sigma, tools are designed to refine and improve those
processes that helps to create efficiency, focus and improvement in quality. Digital collapse
processes into the data.
Thus, enterprise takes steps to make algorithms, attributes and correlations that is
open to inspection so that participants can be understand that how the data can be used and
how decision needs to be made. Over the last few years, data driven law entities have majorly
benefited from the efforts. It allows the enterprises to look over business through lens of data
instead lens of process (.Carah and Brodmerkel, 2020). In addition to this, the technological
enterprises The tech industry is faced with a tricky balancing act: continuing to drive
innovative solutions while grappling with the side effects of those solutions in the global
economy. By embracing responsibility from the all changes innovation that can bring the
technological entity can be responsible in terms to drive future progress. There are number of

enterprise that must be ensure that their algorithms continue to produce reliable results each
time as the new data is added, understand if additional human layers add biases and act when
inconsistencies are discovered. Technological advancement are not enough to transform
working of enterprise into the data driven powerhouse. In addition to this, this creates the
culture that assist to understand data of the enterprise. Data driven law enterprise mainly
works as to link the practice of law with the effective use of data that assist in measuring
performance, address issues and plan for successful future. With the use of effective
algorithms the entities can get benefited with help of both the internal and external data.
Internal insights works as to disclose the inefficiencies within the process of law practices.
On the other hand, external data can be useful to analyse behaviour of legal clients and trends
of marketing for the purpose of creating the effective business plan of action (.Busca and
Bertrandias, 2020).
What kind of ethical and legal challenges face by Facebook brand today.
The one of the biggest challenge facing Facebook is the recently enacted through the
general data protection regulations. Marketing professionals with backbone reap the great
rewards and this is also crucial for advancement. In addition to this, the social workers may
also face legal and ethical issues aids to interacting with other professionals. Therefore,
ethical consideration in the practice works as to set the practice of setting that might appear
typical and this also open to interpretation at times. Widespread use of social media
application such as Facebook, YouTube, Twitter has introduced varied level of new
complexities to legal and ethical environment of higher education (Busca and Bertrandias,
2020). On the other hand, the popularity of the social media application such as You tube,
Twitter and Facebook has enhanced rapidly in the recent years. Therefore, the steps needs to
be taken to promote the social justice and public welfare. With the use of popular social
media platform can creates the controversies and this can create the cultured history of
Facebook legal issues. Henceforth, Facebook crisis is just one of many privacy issues that
firm has to deal with its relatively short existence. Personality quizzes have become one of
the widely popular specifically on the social media website Facebook. Henceforth, this can be
stated that Facebook can become one of the vital tool but this can isolate real world with help
of enhancing superficial relationships. Facebook is the largest social network that connects
the over 2 million users across the world at a single platform. It is platform as this creates
valuable space to create extra touch points and this also enhance marketing and sales
awareness. Facebook is a tool that has obsession and also become the major part of the lives.

Facebook has built Hence, this can be stated that Facebook led to international media
coverage and this social media platform has created the troubles and influence on the lives
and heath of the users and employees. This is the platform led to user engagement and
growth. This is crucial that Facebook is the social media platform that must work towards to
keep its user engaged. This tool has made the several changes recently in effort to enhance
the value of time that needs to spent on Facebook. In the current era, there are lot of other
things such as WhatsApp, Messenger and Instagram that works as to enhances its advertising
and other kind of monetization efforts in those products.
CONCLUSION
Henceforth, this can be concluded that marketing in digital age plays one of the vital
role to create streamline activities. Digital and social media marketing campaigns are often
centred on the tactical delivery of the brand content. Thus, present report has covered the case
study of Cambridge Analytica the digital marketing company which was involved in the
election promotion for current president of United States of America Mr. Donald Trump.
Henceforth, the study has covered the varied Business opportunities of organization for
current market scenario. Also, assignment has outlined the interrelation between public
goodwill for operation and data drive technology. However, report has covered current
ethical and legal challenges that are faced by the face by Facebook.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Selman, H., 2017. Marketing digital. Ibukku.
Torres, C., 2018. A bíblia do marketing digital: tudo o que você queria saber sobre
marketing e publicidade na internet e não tinha a quem perguntar. Novatec Editora.
Raja, S., 2020. Marketing and technology: role of technology in modern
marketing. SUSTAINABILITY, TRANSFORMATION, DEVELOPMENT IN BUSINESS
AND MANAGEMENT. p.494.
Steenkamp, J.B.E., 2020. Global Brand Building and Management in the Digital
Age. Journal of International Marketing. p.1069031X19894946.
Sümer, S.I., 2020. A New Marketing Trend in the Digital Age: Social Media Marketing.
In Digital Business Strategies in Blockchain Ecosystems (pp. 133-151). Springer,
Cham.
Lee, J., 2020. Change in the Digital Age. In Accelerating Organisation Culture Change.
Emerald Publishing Limited.
Bugeja, M., 2020. Media Ethics and Global Justice in the Digital Age.
Carah, N. and Brodmerkel, S., 2020. Critical perspectives on brand culture in the.
Busca, L. and Bertrandias, L., 2020. A Framework for Digital Marketing Research:
Investigating the Four Cultural Eras of Digital Marketing. Journal of Interactive
Marketing, 49, pp.1-19.
Raja, 2020 Steenkamp, 2020 Sümer, 2020 Lee, 2020.Bugeja, 2020.Carah and Brodmerkel,
2020.Busca and Bertrandias, 2020