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Ethical or Unethical: Tracking Behavior

Digital marketing experts track their user behavior in order to collect data of their customers interests and buying habits. Because of this practice, people have begun to question whether it is ethical for companies to track their actions. In my own thoughts, I believe this issue can be partially ethical and unethical.

Tracking Behavior is Ethical

Tracking a consumer’s online behavior can be ethical when the activity is restricted to the company’s website. If the company is tracking their website’s data, then they are within their boundaries to track the activity happening on their webpage. Collecting user data, in this case, can be useful to the company when they update their content. The company can see which pages of their website are being visited the most by consumers when tracking activity. With the data collected, marketing executives can figure out how to edit other parts of the website so more people will click through. The pages would then resemble the most popular page and could collect more clicks from consumers.

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Tracking Behavior is Unethical

In other cases, it is unethical for companies to continue tracking their customers internet actions after they have left the company’s website. Whatever the customer searches on google, or whatever websites they visit next, the company has no right to continue tracking. Customer activity on other websites is not the business of the company and therefore should be swiftly ignored. It’s an invasion of privacy and should be illegal, as it could put the consumers information at risk. The internet is not always a safe place and information that the company is tracking can fall into the wrong hands. The company should only track their website if they choose to do so. If they do track they need to make the customer aware.

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These reasons determine whether tracking customer behavior is ethical or unethical.

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The Difference Between Defensive and Proactive Corporate Responses

There is a major difference that comes to mind when we are talking about defensive and proactive corporate response. A defensive response involves the company in question to respond to criticism or feedback in a negative way. This can include telling the customer that their comments are wrong/rude or making a general statement, on their social media, that does nothing to rectify the situation. This shows the attitude that the company doesn’t care about their customers, or the fact that the quality of their services is subpar. In some cases, the company may choose not to reply at all which is disrespectful to the customers that took the time to leave feedback in the first place.

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On the other hand, proactive corporate response is the result of a company actively seeking to fix any company problems before customers get exposure to negative service. Proactive response helps to company to build a positive reputation with their clientele by fixing minor issues before they become major problems. This allows the company to live up to customer expectation. As a result, the company might receive positive reinforcement from current customers. This can open the door for the company to expand their customer base and interact with new clients. Proactive response can even be as simple as responding to a customers review. This shows people that the company is genuinely interested in what the consumers think of their products or services.

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The differences between defensive and proactive corporate response are almost complete opposites. It is important to know these differences because any entrepreneur wants to make sure that they do everything in their power to run their company successfully. This includes simple practices such as responding to customer engagement, as previously discussed. The best way to go about it is with a proactive approach.

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Company Authenticity in Self Promotion and Social Media

Self-promotion in companies is a prime concept for getting products and/or services out to the company’s clientele. In regards to authenticity, I think that companies should ease off on their self-promotion tactics in favor of being authentic because the companies might lose business if it turns out that some of their self-promotion claims are not what they seem. It makes the business untrustworthy in the eyes of the customer. This is when a company might meet with their marketing team so they can come up with new ways to self-promote that won’t jeopardize their authenticity.

As far a authenticity and social media is concerned, it can be close to impossible to be authentic on social media because even if a company’s Facebook post is 100% authentic, there are always ways that competing companies can alter that post as it moves through the ranks of any social media site. This would end up producing false content that would be seen by millions in the public. The lie eventually becomes believable if seen in all different platforms multiple times.

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Wegman’s and The Center for Youth

We at Wegman’s are partnering with The Center for Youth in order to provide housing and food for LGBTQ+ teens, who are turned away from their birth homes. The profits from the special LGBTQ+ line of reusable bags will be donated to the Center for Youth. This will help to renovate a new building into livable apartments for teens who have been turned away from their parents homes. We will also be using those profits to donate food to these shelters so that teens can have a healthy, balanced meal for breakfast lunch and dinner.

Furthermore, we will be sponsoring and assisting with Center for Youth events and charities. These charities will be held to raise additional funds for this cause. On the next page, we have listed the contact information for Center for Youth. If you, or someone you know, would like to find out how to volunteer at such events, check out the next page. Together, we can shelter and protect our community’s LGBTQ+ teens, who need us now more than ever.

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Can You be #1 on Google Search

If you were to follow the keyword search research steps laid out by Do in his video, then I think that it would be plausible for a company to obtain the number one spot on Google search pages because your research would result in an effective, popularly searched keyword.

However, I don’t think you would be able to stay at the top because certain factors such as consumer demands and new competitors in the market can change, meaning that the consumers might search for products using keywords different from what your company had obtained through their research. In order to stay on top, your company would have to conduct new keyword search studies in order to modify their keywords to stay at the first result.

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Digital Marketing Changes Business in Many Ways

Digital marketing has changed businesses in many ways throughout it’s decade long run. With the emergence of social media, such as Facebook, Twitter, and Instagram, people are able to advertise and promote their businesses to a wider range of potential consumers…on a world wide basis rather than within the country of origin or the owner’s hometown. Many businesses have their own websites as well where oftentimes consumers can order products and have them shipped to their location, so a business can sell their products to consumers who are unable to attend a physical store.