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Marketing Ethics

Who Are Data Brokers And What Are Their Influences On The Global Market? #bigdata #infographic

Who Are Data Brokers And What Are Their Influences On The Global Market? #bigdata #infographic

Data-brokers_51af8a9ae7d45
Visual.ly

Guest post by Yin Wu

I look 4Ward to your feedback.

Keep Digging for Worms!

PhotomariageAuthor: Bill - Dr. William J. Ward, a.k.a DR4WARD is the Professor of Social Media at the S.I. Newhouse School of Public Communications at Syracuse University. He is ranked one of the "Top Marketing Professors on Twitter" in the world by Social Media Marketing Magazine for providing useful content and consistently engaging with followers and  truly "getting it" when it comes to the best ways to use Twitter and  other forms of Social Media. He earned his Ph.D. in Media and Information Studies at Michigan State University and teaches internationally. He also participates with the Cannes Lions International Festival of Creativity.

DR4WARD enjoys helping connect students and pros to learn about all forms of communication and creativity. He  talks about, creates, and curates content on: Digital, Marketing,  Advertising, Public Relations, Social Media, Journalism, Higher Ed,  Innovation, Creativity, and Design. Curated global resources can be  found here: DR4WARD Curated Social Media, Marketing & Digital Resources - Infographics, Slideshows, Videos, Etc.

Follow DR4WARD on Twitter: @DR4WARD

Find DR4WARD resources on Pinterest: http://pinterest.com/dr4ward/

Add DR4WARD to Your Google G+ Circle: Google

Follow S.I. Newhouse School of Public Communications on Twitter: @NewhouseSU

Follow Syracuse University on Twitter: @SyracuseU

Posted on July 06, 2013 at 07:44 AM | Permalink | Comments (0) | TrackBack (0)

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Chuck Hemann, Group Director, Analytics for W20 Group, speaking at S.I. Newhouse School of Public Communications Global Leaders In Digital & Social Media Speaker Series #NewhouseGLDSM at Syracuse University

Chuck Hemann, Group Director, Analytics for W20 Group, speaking at S.I. Newhouse School of Public Communications Global Leaders In Digital & Social Media Speaker Series #NewhouseGLDSM at Syracuse University.

Speaking on "How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitive Advantage" March 20, 2013 6 PM.

  • How companies use analytics to turn big data into actionable insights about their audiences to gain competitive advantage.

Here is the press release:  for more details about the event and Chuck Hemann.

Event Flyer / Description

How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitive Advantage from DR4WARD

Video of Live event UStream

 


Video streaming by Ustream

Slide Show

How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitive Advantage from DR4WARD
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitive Advantage from WCG
 
During the day Chuck Hemann, Group Director, Analytics and Vicky Lewko, Group Director, Corporate and Strategy with the W20 Group spoke with the #NewhouseSM4 Social Media class.
Chuckvickyinclass
Discussing cluttered digital and social analytics landscape at #NewhouseGLDSM
 Clutteredchuck

Discussing new book Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World
and giving shoutout to co-author Ken Burbary, Chief Digital Officer at Campbell Ewald
Shouttokenburbary
The #NewhouseGLDSM Hashtag trended nationally in the United States during the presentation.
NewhouseGLDSM

I look 4Ward to your feedback.

Keep Digging for Worms!

PhotomariageAuthor: Bill - Dr. William J. Ward, a.k.a DR4WARD is the Professor of Social Media at the S.I. Newhouse School of Public Communications at Syracuse University. He is ranked one of the "Top Marketing Professors on Twitter" in the world by Social Media Marketing Magazine for providing useful content and consistently engaging with followers and  truly "getting it" when it comes to the best ways to use Twitter and  other forms of Social Media. He earned his Ph.D. in Media and Information Studies at Michigan State University and teaches internationally. He also participates with the Cannes Lions International Festival of Creativity.

DR4WARD enjoys helping connect students and pros to learn about all forms of communication and creativity. He  talks about, creates, and curates content on: Digital, Marketing,  Advertising, Public Relations, Social Media, Journalism, Higher Ed,  Innovation, Creativity, and Design. Curated global resources can be  found here: DR4WARD Curated Social Media, Marketing & Digital Resources - Infographics, Slideshows, Videos, Etc.

Follow DR4WARD on Twitter: @DR4WARD

Find DR4WARD resources on Pinterest: http://pinterest.com/dr4ward/

Add DR4WARD to Your Google G+ Circle:Google

Follow S.I. Newhouse School of Public Communications on Twitter: @NewhouseSU

Follow Syracuse University on Twitter: @SyracuseU

Posted on March 14, 2013 at 10:09 AM | Permalink | Comments (0) | TrackBack (0)

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@DR4WARD Curated Global tweets for 2011-5-31 Digital, Marketing, Advertising, Public Relations, Social Media, Higher Ed

@DR4WARD Curated Global tweets for 2011-5-31 Digital, Marketing, Advertising, Public Relations, Social Media, Higher Ed

  • @BudGibson Looking forward to seeing you tomorrow. Tuxedo not required.
  • Innovation, economic necessity converge to give web-based sharing/renting services their big moment: http://dld.bz/abJbS RT @RGA
  • Alphabet Soup of New Sales Channels: e-commerce, m-commerce, t-commerce s-commerce, f-commerce http://dld.bz/abH34 Thx @dstevenwhite
  • 9 Surprising New Facts About Social Media in America http://dld.bz/abHFW by @jaybaer via @cindyking
  • Where does Multicultural Targeting Fit in a Diverse & Social World? http://dld.bz/abHEm
  • @erinlorraine Thank you for sharing the grad. speech. Very inspiring.
  • Social Networking vs. Face-to-Face for International Business #infographic #study Social http://dld.bz/abHY8
  • Don't know how to code? Rethink Realizer Allows Anyone to Create Your Own iPad & iPhone App Prototypes #video http://dld.bz/abHQY
  • What Would I Do If I Weren't Afraid? Inspiring Speech by Facebook's COO: Sheryl Sandberg #video http://dld.bz/abHMc #girlpower
  • Social Media Growth for Small Business 2011 #study #infographic http://dld.bz/abHgU
  • @jonvibe Thank you! Looking forward to seeing you soon.
  • 9 SEO Tools for Small Business Marketers http://dld.bz/abGRX Thanks @ducttape
  • Investing Explained Visually #video #infographics http://dld.bz/abHac via @bitrebels
  • Think You Know Who Is a Video Gamer? Think again. #infographic http://dld.bz/abGXF
  • Thanks for RTs, mentions & convos: @andholm @pauljendrasiak @Alltop_mkt @maverickwoman @BudGibson @markwschaefer
  • Greetings World! Curated Global tweets 2011-5-30 Digital, Marketing, Advertising, PR, Social Media, Higher Ed http://dld.bz/abGPH

I look 4Ward to your feedback.

Keep Digging for Worms!

Photomariage Author: Bill - Dr. William J. Ward, a.k.a DR4WARD is the Professor of Social Media at the S.I. Newhouse School of Public Communications at Syracuse University. He is ranked one of the "Top Marketing Professors on Twitter" in the world by Social Media Marketing Magazine for providing useful content and consistently engaging with followers and truly "getting it" when it comes to the best ways to use Twitter and other forms of Social Media. He earned his Ph.D. in Media and Information Studies at Michigan State University and teaches internationally. He also participates with the Cannes Lions International Festival of Creativity.

DR4WARD enjoys helping connect students and pros to learn about all forms of communication and creativity. He talks about, creates, and curates content on: Digital, Marketing, Advertising, Public Relations, Social Media, Journalism, Higher Ed, Innovation, Creativity, and Design. Curated global resources can be found here: DR4WARD Curated Social Media, Marketing & Digital Resources - Infographics, Slideshows, Videos, Etc.

Follow DR4WARD on Twitter: @DR4WARD

Follow S.I. Newhouse School of Public Communications on Twitter: @NewhouseSU

Follow Syracuse University on Twitter: @SyracuseU

Posted on June 01, 2011 at 07:28 AM | Permalink | Comments (0) | TrackBack (0)

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Nike Foundation - The Girl Effect: The Clock is Ticking (Social Responsibility & Sustainability) [video]

Nike Foundation - The Girl Effect: The Clock is Ticking (Social Responsibility & Sustainability) [video]

Visit GirlEffect.org to help empower 600 Million Adolescent Girls to End Poverty for Themselves and the World.

 

I look 4Ward to your feedback.

Keep Digging for Worms!

Posted on November 11, 2010 at 10:14 AM | Permalink | Comments (0) | TrackBack (0)

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Marketing Definition & Ethics - How can we address the many criticisms of marketing? #GVSU #MKT350

Marketing affects almost every aspect of our daily lives but is much more than "selling" or "advertising." It serves an important role in society. Before we can get into Marketing Strategy Planning and Evaluating Marketing  Opportunities it will be helpful to review the definition of marketing and the ethic norms and values for marketers to help us address the many criticisms of marketing.

Definition of Marketing Books                                 

Our book, Basic Marketing: a Marketing Strategy Planning Approach, 17/e defines Marketing as:

the performance of activities that seek to accomplish an  organization's objectives by anticipating customer or client needs and directing a flow of need- satisfying goods and services from producer to customer or client.      

Compare that to the American Marketing Association definition:

 Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Approved October 2007)

Note the similarities and difference between these two definitions.

Ethics Norms and Values for Marketers

The American Marketing Association also has developed a Statement of Ethics to guide its members' behavior. Below you will find the preamble and parts of key sections of this document. The full document can be found here: Statement of Ethics. 

Preamble
The American Marketing Association commits itself to promoting the highest standard of professional ethical norms and values for its members (practitioners, academics and students). Norms are established standards of conduct that are expected and maintained by society and/or professional organizations. Values represent the collective conception of what communities find desirable, important and morally proper. Values also serve as the criteria for evaluating our own personal actions and the actions of others. As marketers, we recognize that we not only serve our organizations but also act as stewards of society in creating, facilitating and executing the transactions that are part of the greater economy. In this role, marketers are expected to embrace the highest professional ethical norms and the ethical values implied by our responsibility toward multiple stakeholders (e.g., customers, employees, investors, peers, channel members, regulators and the host community).

General Norms

  1. Marketers must do no harm. 
  2. Marketers must foster trust in the marketing system.
  3. Marketers must embrace, communicate, and practice the fundamental ethical values that will improve consumer confidence in the integrity of the marketing exchange system.

Ethical Values

  • Honesty - to be truthful and forthright in our dealings with consumers and stakeholders.
  • Responsibility - to try to balance justly the needs of the buyer with the interests of the seller.
  • Fairness - to try to balance the needs of the buyers with the interests of the seller.
  • Respect - to acknowledge the basic human dignity of all stakeholders.
  • Openness - to create transparency in our marketing operations.
  • Citizenship - to fulfill the economic, legal, philanthropic, and societal responsibilities that serve stakeholders in a strategic manner

Marketing Criticisms

Strip.print
Marketing has its critics. Some people even say that marketers are in the business of lies and deception.  Here is a sample of some criticisms of marketing:

  • Advertising is everywhere, and it's often annoying, misleading, or wasteful
  • The quality of products is poor and often they are not even safe.
  • There are too many unnecessary products.
  • Packaging and labeling are often confusing and deceptive.
  • Retailers add too much to the cost of distribution and just raise prices without providing anything in return.
  • Marketing serves the rich and exploits the poor.
  • Service stinks, and when a consumer has a problem nobody cares.
  • Marketing creates interest in products that pollute the environment.
  • Private information about consumers is collected and used to sell them things they don't want.
  • Marketing makes people too materialistic and motivates them toward "things" instead of social needs.
  • Easy consumer credit makes people buy things they don't need and can't afford.

A Few Concepts / Terms to help address the Criticisms  

Criticisms like these are not easy to answer. Many examples of marketing gone wrong make their way into the news everyday.  Here are a few concepts and terms to help address the criticisms. 

  • Marketing Concept - the idea that an organization aims all of its efforts at satisfying its customers at a profit.
  • Customer Value - the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits. Firms that embrace the marketing concept seek ways to build a profitable long-term relationship with each customer--and the lifetime value of the customer's future purchases.
  • Command economy - government officials decide what and how much is to be produced and distributed by whom, when, to whom, and why.
  • Market-directed Economy - the individual decisions of the many producers and consumers make the make maco-level decisions for the whole economy.
  • Micro-macro dilemma - what is "good" for some firms and consumers may not be good for the whole of society.
  • Social responsibility - a firms obligation to improve its positive effects on society and reduce its negative effects

How do we reconcile the definition of marketing and the statement of ethics with the marketing criticisms?

Choose one of the criticisms above and use the concepts and terms from the reading in Chapter 1 and this post to help address this criticisms in your comments to this blog post.  Please keep your comments to 150-200 words.

I look 4Ward to your feedback.

Keep Digging for Worms!

Posted on September 11, 2010 at 11:53 AM | Permalink | Comments (39) | TrackBack (0)

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Despite clever ads, is Volkswagen a Lemon?

Does Volkswagen quality and service create long-term brand damage?

I have been teaching marketing and advertising classes since 1996 and using Volkswagen advertising and Images-1 marketing as positive examples in my classes. The clever Volkswagen ads from creative legends Bill Bernbach and Helmut Krone in the 60's and 70's changed the face of design and advertising to usher in the "Creative Revoulution". 

I now have new reasons to speak about Volkswagen to others.

Despite the clever ads, the recent unpleasant Volkswagen experience of a friend has me asking the question "is Volkswagen a lemon?" 

My friend recently purchased a deep black 2009 Volkswagen CC Luxury edition which starts at $32,350 U.S. dollars.  She travels a lot and wanted a car that is safe, reliable, and looks great. If you click here you will be taken to the Volkswagen website and you can see all the rave reviews about the appearance, safety, and performance of the CC. I agree with the reviews and think that the car is beautifully designed inside and out.  I have always admired the design of Volkswagen. 

Images However, attractive design is not enough if the product fails. My friend has had the CC in to the dealer four times in four months with electrical and mechanical problems. The dealer has always provided friendly service and fixed the problems but the failures should not have occurred in the first place. 

Is Volkswagen selling lemons or are the following details of her experience the exception to the rule?

Continue reading "Despite clever ads, is Volkswagen a Lemon?" »

Posted on August 08, 2009 at 11:31 AM | Permalink | Comments (6) | TrackBack (0)

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Nature's Lesson on Design

Day 5, Friday and my last day here at the Cannes Advertising Festival. I started off the day with yet another great workshop. This workshop was called designing naturally and was presented by Frederico Gelli of Tatil Design.

"As design makes its debut in Cannes, this seminar takes advantage of the new ground to discuss the role of simple, clean, intelligent design in the industry. In this context, nature is the best place to find stimulation and perfect ideas for low impact solutions that maintain high sensorial impact. Why not observe how the atmosphere packages the earth, or how the rind of fruits protects their insides, in order to create more clever packaging solutions?"

This workshop was really interesting. Frederico discussed natures strategic design and how it must inspire projects in the future. As designers we have the ability to integrate design and nature. We need to start thinking like nature and create solutions out of the problems.

He discussed natures way of packaging. These are things that i had not thought of, like the way a woman's body packages a baby in the womb, the way a peel protects the fruit of an orange.

As designers we need to take the problems and develop solutions out of them.

Lessons from nature
• Optimum-conserve the most amount of energy.
• Cycles—everything that goes in must come out (waves)
• Interdependence (birds living on other animals)

Federico also showed photography by Peter Menzel
Peter photographed families with all their belongings outside of their houses. Americans, on average have 10,000 items in their homes.

a couple other artists were also discussed.
Justin Gignac , Justin sells garbage in air tight containers.
Brian Jungen , Brian creates art out of everday material, such as white plastic chairs.

The engineering of flowers was then brought up. I never had thought of how complex and important flowers were to our being. Architecture is now becoming heavily based on the principles of flowers. There structure and strength provide a great amount of information on how to build. Using shape, texture and color to ignite all senses and alluse the consumer. An example of this is the design of an apple store on fifth ave.

Apple_fifth_ave_1

Attached our my notes from the day. Hope they are informative!!

Download cannes_friday.htm

also...please check out Tap Project

until next time...

Kayla

Posted on June 21, 2008 at 10:31 AM | Permalink | Comments (0) | TrackBack (0)

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Environmental advertising!!! Cannes Lions

well...after all the anticipation I am finally here in cannes, france at the 55th annual international advertising festival. it is so amazing and overwhelming! so much to do, see and hear. this is the best of the best from all over the world so of course as a creative your going to have your mind blown! i had a long day of seminars, workshops, commercial viewings and rows upon rows of the best print ads i've ever come across.

What stuck out to me as my favorite part of the day was the print advertisements in ACT responsible. (a building located in the back of the main one.) here I found powerful print ads communicating messages of discrimination, disease prevention, anti-drugs, health care and environmental causes. its really great how influential designers can be in a world with so many problems. my favorite section was the one dealing with animal rights and saving the environment. I hope to someday be able to design and work with an animal rights organization and create powerful messages, like these in the future.

these are links to some of the organizations that had powerful print ads here at the festival

WWF
IFAW
Fundacaoticario
Chile Eco Education

I took plenty of pictures, but for some reason its not letting me post them right now. I will make sure to get them up later!

--Kayla

Posted on June 18, 2008 at 02:43 AM | Permalink | Comments (0) | TrackBack (0)

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MARKETING SKEPTICS RESISTANT TO BRAND MESSAGES

The degree of marketing skepticism and resistance to brand messages was highlighted this week when a student asked me in class if the brand examples used in the text book and discussed in class were paid product placements. I think this student has a future in marketing because the thought never occurred to me to sell my lectures in class to a captive student audience. Instead, the brand examples and case studies that I use are to demonstrate a concept or make a point about a company that does a particularly good or bad job at marketing. Where does this level of skepticism and resistance to brand messages come from?

Millennials is the label given to those born between 1982 and 2000.  They have grown up with instant Images_3 and continuous multi-media communications, entertainment and social networks and are more dependent on technology, their peers and parents than previous generations. Millennials are continuously plugged into their iPods, mobile phones, video games, PC's, televisions, and social networks and multitasking. They consume so much media and entertainment through so many different channels that they receive over 3,000 distinct advertising messages daily.  This bombardment of sales messages and fragmentation of media use make Millennials difficult to reach and highly skeptical of marketers messages.
Image from www.matrixbusinesscoaching.com

This level of skepticism about information and communication is not unique to Millennials as consumers in general have become more suspicious and resistant to marketers messages.  This is a challenge and opportunity to marketers as the traditional brand marketing approach is no longer working.  Instead marketers are turning to new interactive models that give the control to consumers to create and share the marketing message with their peers through word-of-mouth. Brands are using consumer-created content and social networks to create and transmit something that is entertaining or helps to facilitate communication with others and make their lives better or easier. The best marketers understand that consumers do not need brands interrupting their lives and instead must be invited in.  Do you have examples of brands that you have invited in to your lives and shared with others?

I look 4WARD to your feedback.

Keep Digging For Worms!

Posted on March 25, 2008 at 12:01 AM | Permalink | Comments (0) | TrackBack (0)

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MARKETERS REACH EXCEEDING SCIENCE FICTION

As I was reading the April issue of WIRED I was reminded again that marketers reach is exceeding science fiction and that marketing ethics will become even more important in the future.  In the Steven Speilberg sci-fi film Minority Report starring Tom Cruise, criminals in 2054 are caught before the crimes they commit courtesy of some future viewing technology.  The question the film asks is : can someone be arrested for a crime they have not yet committed?  In George Orwell's Nineteen Eighty-Four the threat in the future is that you are being watched and listened to at all times thus controlling your thoughts and actions through fear.  Fifthcamera_3 In sci-fi the escape from marketing and the government is impossible as video cameras, brain scans and eye-scanning technology allow an individual's every move to be tracked. 

Clive Thompson's article in Wired titled "It's All in Your Head - Why the next civil rights battle will be over the mind" discusses a new advertising medium called hypersonic sound.  This technology allows a focused beam of audio sound to be projected so that only a person standing directly in it's path hears the message, giving the effect of a speaker coming from inside your head. A&E has a creepy billboard for their new show "Paranormal State" that uses this "audio spotlight" technology to get inside the heads of people that pass by the ad with a message promoting the show.  What other ways are marketers getting inside our heads?

Continue reading "MARKETERS REACH EXCEEDING SCIENCE FICTION" »

Posted on March 21, 2008 at 11:41 AM | Permalink | Comments (0) | TrackBack (0)

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