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Is it ethical?

As we have taken a closer look at Google Analytics, we have seen the amount of our information that is tracked. All of this information is tracked by cookies. Not the delicious kind that grandma makes, but the cookie data like demographics, location, source (where you came from), and your marketing interests. This information “follows” you from website to website through your web browser.

The ability to use this information for marketing purposes, is very important. To answer the ethics questions of people’s information being tracked and used is a personal issue. I do believe that there are ethical and unethical ways to follow ones every move.

When websites ask if they can track your cookies, then I believe it is more ethical than if they use your information but do not as permission. Many websites do not allow you to continue using their site if you deny cookies.

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Defensive v. Proactive

Defensive corporate response is basically admitting to your consumers that you are in the wrong and do not feel the need to change things. This can make consumers have a negative view towards your brand, causing a decrease in revenue.

Taking a more proactive approach ensures consumers that the mistake you made was simply that, a mistake, and one that will not happen again. The right approach is to take responsibility, apologize, and ensure that this situation does not happen again.The main goal is to be proactive by handling the situation quickly and respectfully.

Below is an example of a proactive approach to a compliant made by SZA, a singer who was shopping at the Calabasas location. Sephora responded responsibly by taking action for the mistake and said they would address the situation immediately.

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Spotify Wrapped.

I have always enjoyed looking at other peoples end of the year, Spotify wrapped information. Providing a simple image with lots of information allows people to easily see the reflection of their year of streaming. I personally do not have Spotify and I always wished that Apple Music did something like this.

In the beginning years of Spotify doing this, I think it enticed people to want to be user of Spotify. Spotify choosing to give their users something personalized at the end of the year, makes users feel as though they are more than just a credit card number, they are valued by Spotify and the artists that share their music on the platform. Peoples music style changes so much through their life, and I know personally that I am listening to different music than I was listening to in January. We forget about old songs that we used to love so much, and even seeing just a glimpse of the name or artist can bring us back to a time that we listened to that song, bringing nostalgia.

Spotify choosing to give each subscriber a personalized message, shows that they value each and every member. Receiving this message will make someone feel as though they belong to something bigger.

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Could Email marketing still work?

No one likes to open their email to hundreds of ads in their inbox waiting to be opened. Most people will just mark all as read or send them right to the trash. I personally, made a separate email account to use at stores so I do not have one inbox overflowing with emails that I will not read or engage with.

Companies are now adding an unsubscribe button at the bottom of their emails to give customers an easy way to opt-out of ads. Another way that companies can make sure they their customers want to receive emails is by having a double opt-in, instead of just one. Single opt-in usually results in lots of fake emails, leaving the company with hard bounced emails.

Customers would be more receptive to a weekly email outlining the deals of the week, rather than multiple emails a day about deals for today and tomorrow, just to see them again the next day. Nudge marketing works best when there is a deal included. If you receive an email saying “you left something in your cart” and there is a $10 off coupon in the email, a customer is more likely to go back and buy the item(s) in the cart because they are reminded and offered a deal.

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How much are you willing to pay?

In order to be at the top of a Google search, you have to be willing to pay more per click. Google wants to make money off of advertisers so offering more money per click is more likely to get you to the top of a Google search. Bottom line is: yes, you have to be willing to spend more money on “search ads” than your competitors to be at the top.

To make money, you have to be willing to spend money. If you are willing to pay Google more per click, then they will be more than happy to put you at the top of their search.

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Buy a little, Give a little.

Join Wal-Mart in their quest to help support their community!

When you buy any COVID-19 related product, Wal-Mart will donate one to local schools and small businesses in their enrollment program.

What is a COVID-19 related product?

Any product that is essential and used to help stop the spread of COVID-19. Including, but not completely limited to, hand sanitizer, masks, Clorox, disinfectant wipes or spray.

What is Wal-Mart’s enrollment program?

Wal-Mart will be excepting nominations or they will be picking any small businesses or schools in their community to donate items to. Each business or school will rotate weekly so they can try to support as many people in their community as possible.

1.2% of NY State COVID-19 cases are in Monroe County.

Do your part to help your local Wal-Mart support others and stop the spread of COVID-19. Enroll or donate at any Wal-Mart location.

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Can you be #1?

I think if you follow George Do’s step that you could be close to the top of Google, but if you do not pay for your ad on Google than you will not be at the top. To be the top search on Google, you have to pay. Using key words can get you closer to the top of Google, but not number one.

Along with paying for your ad to be at the top of Google, you can use keywords to make your website easier to access. If someone is looking for a specific thing, they would need to seed multiple keywords into your website to be more easily accessible.

Using keywords is the best way to get to the top of a Google search without having to pay. Seeding in multiple keywords gives searchers a greater chance of having your site appear at the top of their Google search.

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Function and Form

Function and Form are both important assets to digital marketing. As digital marketing grows, a companies need for digital content increases, but if the content is not flattering to the eye or easy to use there will not be much traffic on the site.

Function is the ability for consumers to easy navigate throughout a website and that it is clean. Websites with a good function should be one that anyone, all generations, can use and know how to navigate.

Form is the layout of the website. Does it attract the consumers eye, do they want to keep using your website or do they get bored and choose to use another company/website for their needs.

I think both should be valued by online shoppers but overall I think function is more important. If a website is not easy to navigate or use, it annoys me and makes me choose to shop somewhere else. Having a balance of function and form throughout a website can increase profitability and draw more traffic to their site.

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Digital Marketing in the Business World

Digital Marketing has had a major, positive impact on the business world because it allows companies to reach out to a wider group of people. Businesses can now reach younger generations, on multiple social media platforms, rather than just having paper advertisements.