Digital Culture, Digital Marketing, and Data Ethics: Argos Analysis

This report provides an in-depth analysis of digital culture and its implications for businesses, using Argos as a case study. It explores the relationship between humans and technology, emphasizing the role of digital media in modern business operations. The report examines Argos' adoption of digital marketing strategies, including advertising, promotion, and sales, highlighting the company's use of digital platforms to create brand awareness and manage its online presence. Furthermore, it delves into the critical aspects of data ethics, discussing principles such as using only needed data, transparency, consumer privacy, and the responsible use of machine learning algorithms. The report also provides insights into Argos' multichannel marketing approach, its ranking as a leading digital retailer, and its digital marketing strategies, including the use of digital signage, online ordering systems, and the impact of digital platforms on sales, brand management, and customer experience. It concludes with an evaluation of Argos' digital marketing strategies, suggesting potential areas for improvement and adaptation to evolving digital trends.

DIGITAL CULTURES

TABLE OF CONTENTS

INTRODUCTION
Digital culture describes relationship between human and technology. Concept of humans interacting
each other with help of technology is called digital culture. Way of thinking, interacting and communicating
through internet is part of digital culture. Technology has made everything fast and easier, things can be done in
a single click. Digital media is playing vital role in business operations and day to day activities of business are
done with help of internet or technology. Current era is all about technology, from waking up in morning to
sleeping in night humans use technology to get things done. To run and grow business efficiently a businessman
should be connected to digital business. Companies use help of internet and technology for running business
operations smoothly.
Argos is a catalog retailing company, which was founded by Richard Tompkins in November 1972.
Company is acquired by Sainsbury’s supermarket chain and headquarters of company is in Milton Keynes,
England. Company serves its customers in physical stores as well as online on websites of company. Firm takes
help of technology to run both online and offline business. Argos uses kiosk machine at its stores, from where
customers can easily place there order and they do not have to wait in long queues. Kiosk machines are also
created with help of technology thus technology makes business activities faster and easier. Consumers can
easily place online orders from websites of company. In pandemics like coronavirus online business has helped
companies in provide a sustainable growth so it does not come on the verge of closing. Company has an
impressive web presentation on their sites which helps in attracting customers. Argos is a big name in steel
retailing market and company has business all over country and oversees. Almost 58 percent business of
company has been moved online with third most visited retail site online in the United Kingdom. Customers can
place their orders online on website of company and products get delivered to their selected addresses.
Consumers can either pay online or they can use ‘fast track’ option provided by company. In this presentation
digital culture and digital media is explained in context of Argos.
A New Era of Data Ethics
Technology is becoming more advance every day and it is impacting everyone’s life in one or another
way. This year is has become a revolution in digital marketing and online business operations. People are
getting exposed to technology to get their work done easily but it has some drawbacks also. Data hacking and
leaking is one of the threats which consumers may have to face while using internet or online sites. When
people go online and use any digital site they have to provide their data on that site to access. People want
companies to be clear about their data privacy policy, like how they are using it and what are they going to offer
in return to customer. Brands are expected to safeguard customer’s data so companies are trying to get it right in
ways they can. Customers provide their information on basis of trust relationship they have with that particular
brand so companies are also working on keeping customer’s data safe as possible. Data ethics is a complex
topic but global leaders are also taking part in discussion about it because it is a very essential to grow business
and keep customers engaged with company. Various governments are planning to implement laws that protect
customer’s data and privacy. Data analysts, data scientists, and all other data practitioners have to follow data
ethics for successful business planning. Principles of Data Ethics are explained below.
Only needed data should be used: In companies data is used by data analysts to complete various
business operation and processes. Firm should use only needed data to get desired output. Minimum use
of data can promote sustainability in business also it is less risky. Data is used in every business in so
many business activities such as planning and organizing.
Being transparent with customers: Transparency means not hiding anything from customers and all
your actions should be open for any kind of scrutiny. Companies should not deceive customers and all
processes regarding use of customer’s data should be cleared to customers. Users of data should clear to
customers that how and where data of customer will be used. Company should be open to share
information regarding project they are working on, guidance regarding understating privacy policy and
company’s way of working. Methods used in completion of project, and outcomes of that project should
be widely available to public to understand about company.

Consumer’s concern: If company uses data of any customer, all the information regarding data privacy
policy should be clarified to consumer first and then information or data should be accessed. There is a
line to set limits of data using, so no data practitioner should accesses someone’s information without
their concern.
Providing benefits in return: Using someone’s data should be beneficial for both parties. For instance,
if company is using consumer’s data then they should be able to get some benefit out of it. Companies
use customer’s data to understand more about consumes demand and how to fulfill them. In return
consumers may get a better experience while shopping or interacting with company.
Consumer privacy: companies should be very careful while using customer’s data and firm should
maintain consumer’s data privacy. Various companies out there are caught being careless with customer
data and their privacy and it has hampered privacy of millions of consumers. So company should be
very careful while keeping and using customer’s data.
Use of machine learning algorithms: Companies should be fair to every customer and data of every
customer should be maintained with utmost privacy without any kind of biasedness. Consumers who do
not know about machine algorithms should not be deceive by company and proper clarification should
be provided to them about company’s privacy policy and way of using consumer data. It increases
customer’s trust in company also company’s brand value increases with it.
Digital Marketing
Digital marketing is a process that helps in promotion and advertisement of product and services through
internet and technology. This was developed during 1990’s and 2000s. This is evolved form of
marketing which is used by manufactures and producers to promote their products in market with help
of various digital platforms. Digital marketing is used in all business activities such as planning,
promoting, organizing, and controlling. All these activities are interconnected with each other for
promotion and marketing of company’s new or existing products. Digital devices which works on
internet such as computer, mobile, and other technological devices are digital platforms to promote
business and other business related activities. New age generation is well connected and occupied with
internet or technological devices so if a company wants to promote its business on a larger scale digital
marketing is the best option for a businessman to choose. Digital platforms are fastest way to aware
customers about company’s new launch and other promotional activities. To create brand awareness
companies are using internet and technology. Various online methods are used in creating brand
awareness by companies, Such as SEO and SEM. Digital marketing has become one of most popular
platforms to promote and advertise anything online and businessmen are using it very well to give their
product market recognition. In this digital age everyone is connected socially with help of internet and
technology so make a better reach to more customers company can use technology. Use of digital
platform in different business operations is described below.
Advertising: This is a part of digital marketing, which is useful in advertising company’s product on
digital sites and platforms. Digital ads are very essential to make product value and awareness in market.
Almost everyone has access to internet or technology around the globe. If manufacture or promoter wants to
hike up sales of their product, they should create an ad and publish it on digital platform to get more customer
attention. Advertising is a way in which brief about your product is presented to customers in an attractive way.
A company who wants to stay in competition must use online ads to advertise their products. Online ads of
product are necessary to make a global reach and attract more customers toward product of company.
Promotion: If company is going to launch a new product and company wants customers to know about
their new launch, then promoting that product on digital platforms is best way to do it. Firm not only use digital
promotion to promote company’s product but also they use it to increase brand equity in market. Promotion is a
tool that is used by sellers to influence buyers to purchase their product or services. It is very helpful in seeking
customer’s attention in favor of company and its product or service. Promotion can be helpful in increasing
customer base for product or services and increasing brand value as well.

Sales: Digital marketing is very helpful in increasing sales of company by promoting product or services
of company on online platforms. It is way of advertising or promoting company’s products on social media sites
or websites to notify more customers. Short term attractive initiatives are taken by company to create product’s
demand in market and it increases sales of company. Company uses numerous online sales strategies to sell a
new launch produce of company or to sell out existing inventories of company. Digital promotion is essential
part of lifting company’s sales temporarily. Digital marketing helps in creating market for new products of
company by providing digital platform of promotion.
Brand management: Brand management starts with evaluating brands current market value or how
particular brand is accepted by customers in market. After measuring current brand value of company or
product in market company plans on how brand should be perceived in market to achieve goals or objectives of
company. There are various online methods which are used in creating brand awareness in market. Digital
marketing strategies are very helpful in creating awareness about company’s products in market, some of these
strategies are explained here.
Search engine marketing: SEM or search engine marketing is also known as PPC advertising. Pay per
click advertising is very famous these days in this scheme companies have to pay a fee every time a customer
clicks on their digital ads. These ads are really helpful in solving consumers query regarding product or brand.
Social media marketing: Almost every entrepreneur is using social media to promote their brand online
because teenagers to adults everyone is connected with social media. A large customer base is available on
social sites so if company wants to promote its brand social media is best digital platform to increase brand
value.
Planning and organizing: Emergence of digital marketing has changed way of planning and organizing
strategies of company. User’s online activity and demand patterns are measured with help of digital marketing,
on basis of these results company plan and organize its strategies to cover global market.
Digital marketing of Argos
Argos is one of biggest digital retailers in the United Kingdom. In a recent survey company was ranked at
number three in digital retailing in UK. Company deals in household, personal items, unique jewelry and steel.
Firm is providing best online shopping experience to its customers with help of internet and technology.
Company is using multichannel marketing for delivering its customers what they need on time. Company has
completed first phase of using technology and it is doing well but company can improve or change some of its
digital marketing strategies.
 Argos has Scala digital signage solutions at its stores to provide customers with a fast and better
experience of shopping but customers have to order from catalog options they do not get
physical display of items which can be a little upsetting for customers. Customers have to choose
products on tablet and they can place their order on that tablet, so they are not provided with
actual view of product.
 Argos is known for its competitive pricing but traditional ways of printing information Costs
Company a lot of money and time. Firm uses catalog process to sale its products in company’s
offline stores. Printing catalog for almost thirty thousand products twice a year can be very
challenging. Management of product information like this can’t keep up with digital channels.
 Company is using ‘Fast Track’ scheme to attract more customers, in this scheme customers can
order their products until 6 pm and company guarantees same day delivery. Company cannot
always deliver products on some days so it breaks customers trust and affect sale of company.
Company is taking help of internet and technology to improve its working strategies to a benchmark level.
Although company is already doing well in digital retailing Argos is working on using more technology to
provide better in store experience to customers. Company has developed digital experience and it is providing
customers with kiosk machines at stores of company. Firm has click and collect machines at pedestrian traffic

from where customers can easily purchase what they want with a single click. Company has impressive online
websites which attract a large customer base. Administration of company has made it very easy for customers to
use Argos site and order their products with same day delivery option. Company is working every day to
increase better digital experience for customers and take it to a benchmark level.
CONCLUSION
In this presentation emergence of digital culture and marketing is explained. This essay concludes data
ethics along with digital marketing. Digital marketing is used in promotion of company’s product or services
and maintaining brand value of company. What data ethics or principles should be followed by a company is
elucidated in this report. Use of digital marketing is described in brand management, planning and organizing,
increasing sales of company and advertising or promoting company’s products. How a company can use digital
marketing to enhance its business is clarified in this essay. Digital marketing strategies of company are critically
explained in this report and what efforts company is taking to attain benchmark standards. Evolution of digital
media and use of digital media in promoting business activities is also shown in this report.

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