Marketing in a Digital Age and Corporate Social Responsibility

This report explores the impact of digital marketing and corporate social responsibility on the case study of Cambridge Analytica. It discusses the business opportunities for the organization, the value of data in decision-making, and the work provided by Cambridge Analytica for Trump's campaign. It also examines the interrelation between public goodwill/license to operate and data-driven technology companies.

Marketing in a Digital
Age and Corporate
Social Responsibility

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY.........................................................................................................................3
Question 1) What business opportunity exists for Cambridge Analytica? How organisation
capture it?...............................................................................................................................3
Question2Stand 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
(early2018)?............................................................................................................................4
Question 3 How do you judge the value of data for influencing decision making, in business
as well as in politics?..............................................................................................................5
Question4. Explain the work and 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?............................................................................................6
Question6 How do public goodwill/license to operate and data-driven technology companies
interrelate?..............................................................................................................................7
Question6 Facebook continue to face major ethical and legal challenges. 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
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital age marketing holds the power to control and influence the behaviour of
individuals by collecting relevant information about target person through monitoring social
channels. In simple terms digital marketing involves to address branding, advertising and
marketing that leads company to complete their work in effective manner. Corporate social
responsibility works as a broad concept that benefits the society and also boosts the
organisational brand. Digital marketing and CSR practice executive a digital campaign strategy,
that work as two-way engagement approach. Moreover, this report highlights on the case study
of Cambridge Analytica and reflects on the information that is collected through utilising
different marketing concepts and theories (Venturini and Rogers, 2019)
. Questions which are highlighted in the report will also be focused in the upcoming report.
MAIN BODY
Question 1) What business opportunity exists for Cambridge Analytica? How organisation
capture it?
Solution- Cambridge analytica is an organisation which is offering services to the business
houses and political parties that wants to understand and influence and behaviour of individuals.
Management of Cambridge Analytica claims that organisation holds the power to identify
persons behaviour by collection there data from social sites such as Facebook and their own
polling system. Therefore, at the time US elections there are different opportunities exists for the
business to enhance organisation profits. This also refers that there are various task and
operations are performed by management with help of collected information and source data due
to which it is easy to provide right information. The major business opportunity that exists for
Cambridge Analytica is election time at time period of Trump because of its business man
personality which also imports to earn benefits from political situation. Similarly, the another
opportunity for business is relates with decisions of Brexit that raised in the year 2016. After
Brexit United Kingdom step out from the European Union. It works as a business opportunity for
UK because individuals must vote in favour and rebuke about the decision (Șerban, 2016).
Cambridge Analytica and its CEO play an essential role for accomplishing business opportunity
through understanding behaviour of all individuals by using their personal data from polling
system and Facebook. Similarly, numerous digital application are also utilised by management

which reports on key points of global environment. Example- The current business opportunity
for management of Cambridge Analytica relates with influencing behaviour of China citizens
towards Covid-19. It helps political autocratic leader to use it as a tool for influencing behaviour
of individuals and to gain votes of them.
Question2Stand 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
(early2018)?
Solution- The scandal between Cambridge Analytica and Facebook was first published in the
year 2015. This results that it takes place in organisation due to ineffective management because
of the operations in the year 2015. With this task it is analysed that there are various operations
are faced due to inappropriate decisions of CEO Alex Nix. It is done by management due to
changes which are done in 2017 (Richterich, 2018). There are earlier or previous changes which
recognised in the year 2015 it is illicit due to harvesting of users personal information by
Cambridge Analytica in month of December. The company statement after the confirmation of
Scandal in the year 2017 this is analysed that organisation is facing challenges because
inappropriate behaviour of Alexander Nix. Suspension letter is given to CEO and also offer
immediate and independent investigation. Along with this after Britain’s news channel identifies
suspect CEO it is analyse brand value of organisation is impacted on global value. Now other
political leaders are concern about information which is provided by organisation. There are
various task and operations also impacted due to changes in communication strategy it refers that
business of Cambridge Analytica is impacted as after 2017 individuals thought company
provides inappropriate information. Therefore, due to intention of carrying scenario management
represent to select right and accurate appropriate models to use research data in properly. Along
with this Corporate social responsibility programmes which is facing company challenges due to
its complex interpretation of information that impacts on the organisational goals. This is also
gathered by organisation to work with individual ideas and Facebook. But it also creates
complexity as the individuals who not install applications of Cambridge Analytica are also
impacted due to Facebook allow consent to utilise data from user friends which also gather
information form individuals friends (Perrin, 2018). This results individuals blame on the
organisation to share confidential and essential information with clients of Cambridge Analytica
without consent of authorised user. This also refers that there are various challenges generates to

generate right practices which offers right materials to information. The main motive to suspend
CEO and other authorities for improving image of organisation at global level because research
is only done by engaging more respondent and participants in opinion poll.
Numbers, information and use of data also works as the tool that take place after the year 2017 to
use right data that concern to make events with politician. This determines the main work of
organisation is to perform work which is used to analytic information by generating right
contract that predicts personality of voters and influence them with right digital marketing
strategy (Masruroh and Satria, 2018). So it is essential for management to enhance its goodwill
as organisation and its clients are leading the countries.
Question 3 How do you judge the value of data for influencing decision making, in business as
well as in politics?
Solution- Data and information play an important role in the organisation that is leading
company to perform all work in effective manner. According to present market conditions most
of the political decisions of a country also relates with political environment of other countries.
Therefore, it is mandatory for organisation to also collect and secure data that are previously
used by the management. It also determines that with gather of previous year data Cambridge
Analytica utilise the previous data and make it valuable as well as relevant to perform all task in
proper manner. So to increase the value of data management consider and formulate effection
opinion polls that are designed to understand behaviour of respondents. Example- What issue
must be solved from political party in minimum time period. It results that candidates recognised
the concern of society and utilise those data or information for influencing behaviour of votes
towards them. In context of Cambridge analytica and Facebook scandal corporate social
responsibility develop standard business practice that improves with time by selecting only those
data which improves social value of company. Like, after the open of scandal it is recognised
that company face challenges due to Mr. Nix’s behaviour so company suspect the seriousness
and select CSR practices to evaluate findings of independent investigation. It results the goodwill
of organisation is increased because it work as ethical step against the steps of CEO and other
top authorities. Moreover, business intelligence works as a tool that is online data analysis for
organisation (Lapaire, 2018). This refers that there are various task performed by management so
with the data implement in business intelligence it is easy for company to identify a particular
field of interest. This also relates with Brexit in which Cambridge Analytica provides

information about flexibility of rules after exit of UK from European Union due to which it is
easy to spread un-interpret and wrong information. So it demonstrate that right value of data play
an important role for influencing the decisions of customers and voters in political and business
organisation. Moreover, it is also identified that also implement and utilise the data for
formulating the strategy that is leading company to design strategy as per there goals and
objectives. CSR is one of the most effective approach that is directly relates with customers so in
this information as well as data perform most effective role for increasing value of business
strategy (Kim, Kim and Nam, 2014). From the perspective of both organisation and political
party society as well as culture generate positive as well as negative perception among citizens.
So CSR practices and legislation are established which undertake that company is performing
their work according to right value and decisions. Further, it is also beneficial for collecting right
data and information that leads company to perform the task and operations under ethical and
right approach. It also helps organisation for implementing data as well as information under the
goals that is improving value properly due to which it is easy for the management to implement
the decided strategy into practical approach. Along with this for use of data and information
according to analyse of impact on society value it is reporting tools utilised by Cambridge
analytica SaaS, model is used which makes possible for organisation to share data and
information through online dashboards by using URL and viewer access. It works as a direct
advantage which is increasing possibility to influence target person as compare to competitors.
Question4. Explain the work and 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?
Solution- From the on-going year 2013 it is identified that British data-mining firm Cambridge
Analytica perform an essential role in the elections of UK and decision of other political parties
also. This also refers that there are various services offered by organisation for performing there
work according to potential defendant which is also used for emerging details about the role in
Donald Trump’s election campaign. The major service which management provides for
understanding behaviour of individuals relates with providing information from there personal
data (Isaak, and Hanna, 2018). Facebook is the social site among which all users are active on
regular basis and along with this they also provides information to participate in different events
as well as for making social relations. This all data is already access by Cambridge analytica

through providing and offering digital applications to the end user. It is also determine company
support the Trump election by managing its task and completing work to utilise it in favour of
the election campaign that is supporting the organisation to influence voters for performing work
as per right goals. It is also impacting on goals. It is also defined that legal questions are also
impacted by the management due to leading organisation for making better results that supports
to handle firm all work which inform strategy to work in effective manner. This also refers
strategy of firm inform to consider and strengthen the image of Donald Trump to work with
target area (Gonzalez, 2017). On the other side, it is identified that foreign contribution is also
gained by management by offering work services to organisation in order to increase profits for
company. Moreover, it is also legal for organisation in managing work possibilities that provides
campaign for supporting an individual person and political parties. But in context of organisation
it is identified that the main business of organisation is to perform their work for support of
political parties with legal and ethical approach. But in the context of company it is identified
management concern to support Trump with using irrelevant approach to work in minimum time
period. With the Trump campaign the total amount invest is to make $5.9 million to increase the
number of votes in favour of organisation. Election commission data which is processed relates
with Non-profit Center that responsive politics to work with implement of right data
management techniques and survey research. Along with this according to current research on
the topic of Facebook and Cambridge Analytics it is analysed that it is not legal for organisation
to perform work to support unethical conditions. With this perspective management estimate that
data which is worth for user must be used to work as a process to gain results that is higher and
fair offer market value to provide right transactions that amount right contribution in
organisational work and policies. So as it is not good for Cambridge analytica and Facebook to
work with unethical methods because this impact on goodwill of organisation at global level.
Question6 How do public goodwill/license to operate and data-driven technology companies
interrelate?
Solution- Data-driven, Big data, lighting fast development of Data and the analytics all software
for increasing the expensive computer techniques that is interested for particular society. With
implement of right techniques and data-driven strategies management complete to make
competitive differentiation (Fu and Cho, 2017). Cambridge analytica impacts on the goodwill of
the organisation as it also defines that parliament face challenges because of changes in the work

policies that is relating with public and its decisions. This refers that organisation manages
operations with help of social media giant which is protecting user to work as per lawmaker. It is
also considering management it also work to explain detail to all European department because
the data which is used by organisation relates with image of society. This is also impacted due to
changes in policies and failure of conditions that reports the work performance is used to
improve better image among organisation as it is impacting on operations. User or Public are the
individuals which is working to perform all task according to public data as it also demonstrate
to manage work for representing right information as it proceed to carry and utilise all data
according to management task (Cho, Furey and Mohr, 2017). Moreover, data-driven companies
complete their work with access of user confidential information that is used to proceed work as
an independent investigation which improves work productivity by improving company
information to work with right approach.
Question6 Facebook continue to face major ethical and legal challenges. 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?
Solution- There are various challenges faced by management of Facebook that generates large
number of complications for organisation that seems like Facebook lost its position in the
society. This also generates challenges for the society as individuals at all global level are
registered on the Facebook to connect with other. It defines that organisation is facing challenges
and lost heavy market share that is devastating on business. The first challenge which is faced by
management relates with ad load saturation in News and from recent years. Investors also step
out from stakes because of slowdown work process and unethical work considerations in
organisation. Price which is related with company focuses to complete work as per inventory
results that manage to sale work according to price aspects. On the other side, user engagement
and growth is the another challenge which is faced by management because it is complex to
reach towards 2.2 million active user. So it creates challenges for growing user base because of
high competition from other social sites which are more attractive and useful. Facebook also face
lack of headwinds in management that led to work with company and its challenges in overall
past. Specifically the challenge of user engagement is impacted due to unethical considerations
in organisation and there work policies (Adams, 2018). Cambridge analytica and Facebook
scandal creates challenge for company as it generate issue because customers not share and

active on site to perform their work. In the last, the major challenge which generates problems is
that Facebook exist among managing work as it not relieved because the future challenges
generates problems for company due to its stocks are decreasing day by day. From the
perspective of respective case study that is related with Cambridge analytica it is identified that
with a particular person. In the context of the future outcomes political campaign and data which
is detailed must manage there work according to the profile that suggest advertisement technique
for most effective person. Data which is used by management work to generate political and
regressive model that is advertised by user for managing work to fulfil campaign. Now with
future perspective it is also concerned to use data by predicting personality for user it also creates
target for completing all task as it concern to manage and advertise work according to the
location which relates with particular target (Elving and et. al., 2015). Facebook director Mark
Zuckerberg understand situation and apologized which take place because of Cambridge
analytica as it focus on data probability to complete work as per initial data which changes
reform of work in order to make right results for future.
CONCLUSION
In the last, with the above report it is identified that digital marketing age and the
corporate social responsibility plays an essential role in the organisation for completing all work
in proper manner. This also refers that initial focus of company is to make better results by
generating better contract that is used to respond work through arguing right decision making
power as people generate problems for making access which leads to make personal data and its
access. With all questions it is identified that management is working for improving image of
society at global level and also to use data for right and meaningful goals.

REFERENCES
Books and Journals
Adams, R., 2018. Cambridge University asks Facebook for evidence about role of academic. The
Guardian, 20.
Cho, M., Furey, L.D. and Mohr, T., 2017. Communicating corporate social responsibility on
social media: Strategies, stakeholders, and public engagement on corporate
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Elving, W.J and et. al., 2015. Facebook and the public framing of a corporate crisis. Corporate
Communications: An International Journal.
Fu, P.W., Wu, C.C. and Cho, Y.J., 2017. What makes users share content on facebook?
Compatibility among psychological incentive, social capital focus, and content
type. Computers in Human Behavior, 67, pp.23-32.
Gonzalez, R.J., 2017. Hacking the citizenry?: Personality profiling,‘big data’and the election of
Donald Trump. Anthropology Today, 33(3), pp.9-12.
Isaak, J. and Hanna, M.J., 2018. User data privacy: Facebook, Cambridge Analytica, and privacy
protection. Computer, 51(8), pp.56-59.
Kim, D., Kim, J.H. and Nam, Y., 2014. How does industry use social networking sites? An
analysis of corporate dialogic uses of Facebook, Twitter, YouTube, and LinkedIn by
industry type. Quality & Quantity, 48(5), pp.2605-2614.
Kim, S., Kim, S.Y. and Sung, K.H., 2014. Fortune 100 companies’ Facebook strategies:
Corporate ability versus social responsibility. Journal of communication management.
Lapaire, J.R., 2018. Why content matters. Zuckerberg, Vox Media and the Cambridge Analytica
data leak. ANTARES: Letras e Humanidades, 10(20), pp.88-110.
Masruroh, D. and Satria, R., 2018, August. 13. The Effect of Cambridge Analytica Case in
Cyberspace Politics. In 5th International Conference on Social and Political Sciences
(IcoSaPS 2018). Atlantis Press.
Perrin, A., 2018. Americans are changing their relationship with Facebook. Pew Research
Center, 5.
Richterich, A., 2018. How data-driven research fuelled the Cambridge Analytica
controversy. Partecipazione e conflitto, 11(2), pp.528-543.
Șerban, A.D., 2016. CSR as Corporate power. A communication view Facebook approach: An
exploratory study. Management Dynamics in the Knowledge Economy, 4(1), pp.31-61.
Venturini, T. and Rogers, R., 2019. “API-Based Research” or How can Digital Sociology and
Journalism Studies Learn from the Facebook and Cambridge Analytica Data
Breach. Digital Journalism, 7(4), pp.532-540.