Deck 15: The Internet: Digital and Social Media

Question 1

Many marketers and policymakers believe the Internet and social media may constitute a "web of deceit." Explain what they mean by this comment. Provide examples as to why they have this feeling.

Answer 1

The phrase "web of deceit" has a combination of two words - one is deceit which means- an attempt or practice which misleads others and other is web which means- internet or online network.
Today internet usage is an essential need for many of us. And most of our work is directly or indirectly associated with internet- whether we have to deposit our electricity bill or like to take railway reservation or even transfer of money from one account to another, we have to use internet or web. Moreover due to shortage of time and vast geographical areas, people finding internet/web as a nice and new way to get connected with their dear ones. Facebook, Twitter, and Yahoo etc. are some of the examples of social media platforms through web.
Companies all over the world also identify the importance of internet. They found this medium as the easiest and effective way to get in touch with their prospective as well as current customers. The time people spend over the internet now days is highly noticeable- customers spend lots of their time on internet shopping, view emails, social media platforms and many other things. Here, on these web pages companies portray their brands with exciting offers directly or indirectly to the internet users and try to convince them for final purchase of product. And sometime that effort or technology misleads the online customer.
Many marketers policy makers believe that there are following problems arises through internet, digital and social media. Some examples are;
(i) Potential for deception: The messages or the advertisements for any product that advertisers made are so cunningly devised especially advertisement targeting children. Without concerning the age factor- companies in greed of earning more and more profit, molding the content of the advertisement which affect the innocent mind of a child. Moreover there are some renowned celebrities who endorse different brands writes exaggerated things in their blogs (which their fans read) about the brand/s without revealing to the public that they have been paid handsomely for such thing already.
(ii) Validity and reliability: The data or the information published on internet is not very reliable. Their validity is always in question as there are many things which are kept hidden or untold to the users on internet.
(iii) Privacy: Another main issue is the privacy of data - the data is collected through social networking and email sites and provided it to marketers without the user's knowledge and sometimes private data like passwords also leaked to the hackers which results in credit card theft.
(iv) Clutter and Irritation: It has been noticed that internet users generally receives too much advertisements, e-mail spam and pop-ups in a day during internet surfing. Due to this unnecessary persuasion the customer get irritated and even sometimes unnoticed much useful information for him. This irritating aspect for visitor can result in negative attributes toward the advertiser.

Question 2

The drive to go viral has resulted in some major marketing mistakes. Explain why marketers are seemingly obsessed with going viral. Then explain some of the consequences that might occur should these efforts fail.

Answer 2

Viral marketing means the use social networking platforms (like Facebook, twitter, Google+) and other internet technologies (like e-mails) to spread the information and opinions about a product or service from person to person.
Moving a step ahead, now day's marketers using new method like internet for promoting their product and service. With the introduction of social media methods, companies try to connect with their customers more closely and friendly. In viral marketing, companies try to attract customers by informing them about exciting offers through personal emails or electronic messages, and presume this information will surely reach to other people through these social media platforms. Example Company XYZ is offering huge discount on its selected products and this message is personally emailed to Mr. A. Now, Mr. A will circulate this vital information to all those dear ones who are shopping lovers and price cautious through his email or social media accounts.
The two main things which excite marketers to go viral (to use internet) are;
(i) Easy reach to the prospective customers globally and
(ii) It saves cost and much more effective in comparison to old and conventional methods of promotions like advertisements and sales promotion.
From the company's view point, viral marketing is one of the effective ways of communication and building relationship with customers. But it is equally true that the offers which companies made, look great at the first instance may later bother and irritate customers. The companies in the recent cases had also seen consequences of viral marketing where few competitors and their loyal customers or the companies own act created a bad air for the company's product and image through these social media platforms. And today, the message conveyed either positive or negative about product/brand through social media get viral instantly.
Some of following consequences that might occur should make these efforts fail;
(i) An incident occurred, where PepsiCo hired hip-hop singer Lil Wayne for its Mountain dew (soft drink brand) cold drink jingle. The idea was to engage the fans of other brands to switch to Mountain Dew. But something went wrong and Lil Wayne used some controversial lyrics in a remix of rapper Future's "Karate Chop" song in which he named Emmett Till, the black teenage victim in a 1955 beating and murder after he allegedly whistled at a white girl Mississippi. These insensitive lyrics went viral on social media sites. The victim's parents were upset and immediately Mountain Dew terminated its relationship with Lil Wayne. But the damage was done and PepsiCo felt this heat for the long time
(ii) Ford, General Motors, Hyundai and Reebok have also recently apologized for ads (for trying to go viral) that are made around sensitive subjects like rape, race and suicide.
(iii) The Ford Figo also apologized for the viral video ad where it showed women bound and gagged in the hatchback's trunk while celebrities Paris Hilton and Silivo Berlusconi sat behind the wheel. People did not like it all and sacked the video immediately.

Question 3

The new media discussed in this chapter offer some distinct advantages over traditional media, but also have some disadvantages. Discuss some of the advantages and disadvantages of traditional and new media.

Answer 3

Advantages of Traditional Media: There are following advantages of old and traditional methods of media like print, advertising, billboards and hoardings;
(i) Mass Reach: Traditional media still has a mass reach. People follow traditional media methods for gaining information and knowledge like newspaper, pamphlets, brochures etc. Television and radio has still dominating reach in every part of country.
(ii) Authentic Information Medium: As they are established mediums, people rely on these traditional methods more and believe information comes from these mediums are much more authentic than other new mediums. Published articles by industry experts and celebrity endorsements made these mediums more reliable in the eyes of people at large.
(iii) High returns: People reply positively after getting information from these traditional mediums and raise the company's profit. Advertisements published or encountered on routine basis generally attracts customer for quick purchase.
(iv) Strong bonding: Since the connection is often directly with customers, the companies develop strong bonding with customers at large. Public relations and customer's interviews are some traditional methods through which relationship can build up more.
Disadvantages of Traditional Media: Although things look more favorable in case of traditional media methods, but there are some following flaws also;
(i) Costly affair : Traditional media requires money to create awareness for product among people. Companies have to spend hugely for all traditional media methods like print, advertisements, public relations and publicity. It all needs money and expenditure at the very first stage.
(ii) Ingenuine Content: Some of the content may look ingenuine from customer's perspective. Few unwanted comment, material published or released through these mediums may not be liked by public.
(iii) Less Interactive: Traditional media mediums are generally developed on one way communication platform- where people only receive information and can not put their view even if they wish to do so. This makes traditional media less likely in comparison to new media techniques among people.
Advantages of New Media: With the growth of internet and telecommunications, there are new media methods came into picture which offer many advantages;
(i) Target Market: Unlike traditional media, new media methods segment the mass market into small groups and then choose the specific groups for special catering. It reduces wastage of cost as well as serves the specific group with tailored needs and wants. Example: people who uses Smartphone's rather than personal computers would ask bank to send information of their accounts on their Smartphone's directly.
(ii) Individually designed messages: The companies can design messages to appeal specific needs and wants of target customer/group. Social media has the capability to carry one to one marketing with increased success in both the business and consumer market.
(iii) High Involvement: Due to its interactive nature, new media methods showed high customer's involvement and engagement. People can put up their views on any product's performance and judge the fate of the product or service.
(iv) Information access: The new media technique becomes popular now days because all necessary information is easily and readily accessible on these platforms. The sites should be developed in such a way that if a visitor visits a particular site, he will get all necessary information regarding product specification, cost and purchase method.
(v) Cost effective: This method is less expensive and equally nice way of dissemination of information.
Disadvantages of New Media: Some disadvantages are also arises through internet, digital and social media.
(i) Potential for deception: The messages or the advertisements for any product that advertisers made are so cunningly devised especially advertisement targeting children. Without concerning the age factor- companies in greed of earning more and more profit, molding the content of the advertisement which affect the innocent mind of a child.
(ii) Validity and reliability: The data or the information published on internet is not very reliable. Their validity is always in question as there are many things which are kept hidden or untold to the users on internet.
(iii) Privacy: Another main issue is the privacy of data - the data is collected through social networking and email sites and provided it to marketers without the user's knowledge and sometimes private data like passwords also leaked to the hackers which results in credit card theft.

Question 4

Discuss the role of social media in an IMC program. What can these media best contribute in regard to helping marketers achieve communications objectives?

Question 5

Policymakers are concerned that some bloggers may not be disclosing the fact that they are being compensated for product or brand endorsements. Explain why they may be concerned about this and why it may lead to negative impacts on the consumer.

Question 6

The growth of Facebook has had a major impact on the way advertisers attempt to reach their customers. Discuss how Facebook has changed the media environment, citing examples. (LO2)

Question 7

Discuss why mobile has become an attractive medium for advertisers. Provide examples of how companies have used mobile.(LO2)

Question 8

There are indications that the popularity of blogs may have already reached the maturity stage. Take a position as to whether this is true or not, providing examples to support your opinion. (LO1)

Question 9

A trend among advertisers is to make more use of consumer generated commercials to be placed on You-Tube and similar sites. Discuss some of the advantages and disadvantages of employing this strategy. (LO4)

Question 10

Some marketers have argued that the strength of the Internet in an IMC program is at the mid stage of the consumer funnel (knowledge, consideration, etc.) Discuss whether you agree or disagree with this position, and support your position with examples. (LO1)