Marketing in a Digital Age and Corporate Social Responsibility

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......................................7
How do public goodwill/license to operate and data-driven technology companies interrelate?7
Challenges faced by Facebook in recent time and its implication by Cambridge Analytica......8
CONCLUSION................................................................................................................................9
REFERENCE................................................................................................................................11

INTRODUCTION
Digital technology used in the business organization to create new values for the business
operation in the market place. by using digital technology organization can provide better
products and services to the customer as per their needs.by using digital technology organization
will be able to provide better value to the customers, its internal operations and knowledge gain
form this system will help the organization to grow in the international market (Shahiduzzaman
and Marek, 2018). This report is about Cambridge Analytica which is a global Information and
Communication Technology which was established in year 2013 by Alastir MacWillson. The
headquarter of the company is in London, United Kingdom. This report is providing brief of
scandal that was occur in year 2017 between Cambridge Analytica and Facebook. The business
opportunities of Cambridge Analytica in the international market. The actions that can be taken
before and after scandal also will be analysed in the report. The value of information and data in
influencing decision of organization also will be studied in the report. The work performed by
Cambridge Analytica also will be studied to evaluate the effectiveness for the election campaign
of Donald Trump. Goodwill and Licence to operate and data Driven technology also will be
interrelated in the report. The major legal and ethical issues that are faced by Facebook in current
time also will be analysed in the report.
MAIN BODY
Opportunities for Cambridge Analytica
In the current time there are a lot opportunities are available in the target market. With
the digital technology this opportunities are even better. These opportunities can help the
organization to effectively perform their business with high profit in target market. Some of the
main opportunities that are associated with digital technology for company are- Geographical
expansion, cost effectiveness, measurable analytics, high revenue and super targeted audience.
These are some main opportunities of digital technology for business organization.
Geographical Expansion-
There are huge opportunities are associated with digital technology for business
organization. Digital technology is capable of providing large platform to the organization in the
international market for promoting their products and services and perform various business

operations. with the traditional approach the area that can be covered or targeted by an
organization is limited (Pagani and Pardo, 2017). This is not possible for organization to improve
their customer base and target by using traditional approach. By using digital technology leader
of the organization can effectively target for much larger market to perform business. Reach of
digital technology is too high and this high capability to reach to people allows this technology to
improve the customer base of the company.
Cost Effectiveness
In the traditional approach of conducting business operation cost is much higher than the
cost of implementing digital technology in organization. It can be considered as one time
investment. By using digital technology in business process Cambridge Analytica can perform
their actions with much effective speed with low cost investment. There are no other resources
are required to conduct business with digital technology so additional cost to the company is
negligible as compared to traditional way of conducting business operation (Korpela, Hallikas
and Dahlberg, 2017). From the comparison of the digital technology with traditional approach of
conducting business is much easier and cost effective to performing business activities in
targeted area. The cost for per activity is lower in the digital technology. So, it can be said that by
using digital technology organization can reduce its operational cost in global market.
Measurable Analytics
In the traditional way of business the actions of the customer are not possible to track to
some extent but through the digital technology organization can track the activities of the
customer. This is very important for the business organization to track the customer activity to
provide them with better services as per their requirement. In traditional business approach some
of measures are not measurable which are important for the company. Through digital
technology many important aspects related to the business can be measured effectively to
improve the knowledge and data base of the company. This is how organization will be able to
conduct business process with high effectiveness.
High Revenue
There are some other opportunities for organization related to digital technology. it is best
process to improve the revenue of the organization. Using digital technology company can target
for much larger market this can allow the company to earn more profit from the market place.
Cost effectiveness of digital technology also will help the organization to earn high marginal