Potential Hazards That The Current Model Of Online Advertising Presents For Society

Online advertising is considered the pillar of “free” compared to the traditional way of advertising such as in a magazine or in the newspaper. The current model of advertising is based on what the marketers want consumers to see. Advertisers have a way of presenting a topic such as smoking and making it sound as though it’s not bad for you. Consumers want to see what is new and will follow a trend. Marketers have to use their own morals whether they want to present information to consumers. Most marketers will do whatever will benefit their company even if it doesn’t necessarily benefit the customer. It has become increasingly easy for marketers to gain information from consumers due to social media on the internet.

Privacy is the main concern on someone’s mind when they post something on the internet. Data is being collected in a way that many consumers are not aware of. Websites use cookies that track data that consumers are searching. This is the reason you could search an item and then that item shows up in an advertisement on your social media the same day. These types of advertising is based on consumer behavior. Advertisers now have the ability to target certain target market groups to get the best results in their advertisement. Online advertising will never be less dangerous until consumers gain back their privacy. The article, “Online Behavior Advertisement” called online advertising an “unregulated stock market”. In order for consumers to gain back their privacy, there needs to be rules set in place to “regulate” online advertising.

I do believe that this current model of online advertising is dangerous to society. Not only do advertisers have the ability to convince consumers that they need a product, but marketers have the ability to target consumers based on past search history. It was stated in the article “The End of Privacy” that “Facebook is a data harvesting platform”. The goal of Facebook is to gain as much data as they can. Facebook was originally created in order for friends and family to connect and share information and pictures about their lives. Marketers have realized that figuring out what humans want is a difficult thing to do and in order to be as successful as they can, they need as much data as they can collect. Overall, I would give the online advertising a score of 4 as dangerous to society. Society is lacking privacy. It has gotten to the point of consumers having to put tape over their computer cameras to “not be watched”. Collecting data has gotten out of hand. 

Creating a code of ethics for digital marketers would include

  • Creating a relationship with consumers to gain the correct information in an ethical way
  • Respect
  • Honesty
  • Fairness
  • Integrity
  • Maintain high standards
  • Morals
  • Citizenship
33532080 – word cloud with online advertising related tags

After reading the article, “What Have Ethics Got to Do With Digital Marketing”, it was apparent how easy it is for marketers to find information about consumers. Social media has been a big impact on data collection. Social media is a big part of daily lives and consumers are constantly posting about what they like and what they don’t like. Marketers have to use their ethics and decide if collecting certain data is unethical. Not only is collecting unethical data using bad morals, it also damages brands. Yet, who defines if it is good morals or not. It was said in the “Small Business” article, that if a consumer is going to post about something, it is “free” to the web. Marketers have called this a “free exchange”. Marketers need to create an ethical handbook to discuss what is morally right and wrong. On the other hand, another article, “Talking the Internet”, starting that the internet can be fake and fixed. People can now buy followers for their social media accounts including Twitter and Instagram. This is making it harder for marketers to find truthful data.

Overall, it has become increasingly hard for consumers to have privacy on the internet. It has become dangerous for society with this current model of online advertising. The internet is “free” and marketers do not have a set of exact morals that tell them what is good and bad. It is the marketers job to respect the privacy of consumers. Laws have been set in place to ensure fairness and make sure that other companies do not steal other marketing ideas. Expanding these laws to ensure privacy to not use cookies and take data from consumers without their permission will only ensure that consumers are safe and respected on the internet.

Citations:

“The End of Privacy.” Philosophy Talk, www.philosophytalk.org/blog/end-privacy.

Boote, Tim. “What Have Ethics Got to Do with Digital Marketing?” Digital Marketing Magazine, 17 Jan. 2017, digitalmarketingmagazine.co.uk/digital-marketing-features/what-have-ethics-got-to-do-with-digital-marketing/4031. 

 Spizziri, Martha. “Ethical Issues in Online Advertising.” The Balance Small Business, The Balance Small Business, 12 Nov. 2018, www.thebalancesmb.com/ethical-issues-in-online-advertising-39115.

Boerman, Sophie C. “Online Behavioral Advertising: A Literature Review and Research Agenda.” Taylor & Francis, 9 June 2018, www.tandfonline.com/doi/full/10.1080/00913367.2017.1339368.

What To Do When Your Webpage Doesn’t Rank.

What is search ranking?  Search ranking is your websites position in the search engine.  Ranking for a webpage can be incredibly important. Depending on what words and questions are asked on your webpage will determine how high your website is in the search engine. This affects the performance of your company and allows it to grow or succeed. Every company should want to be at the number one stop on the ranking page after a consumer types in a question.

Creating a “what is” section on your webpage is very important. A “what is” section would include all the questions that the visitors of your page would be asking.vMaking sure that you are adding the question that is most searched in your webpage can help you reach “Position 0”. Position 0 is the ranking on the search page after typing in a question in the search bar. It was said during the Position 0 and Answer box video by Danielle, “that you can be in position 3 or 4, but understanding what it takes to get to position 0 is the important part.” 

Asking employees that work for the company is a great place to start. Stating questions that might be asked by consumers about the company and then being able to add those questions to the website is a great start to getting your company in the position 0 spot. Going after key words is something else that is important. The key words don’t necessarily have to be words most used, but adding any words will help viewers find your web page easier. Using the exact words, “what is” is something that will also make your webpage perform higher.  Creating a glossary of all the words that could potentially be used to search for your company and adding in what is questions will help your page perform the best it can.

After reading through, “How to Rank: The SEO Checklist”, there are 9 steps to help you webpage be successful. Step 1 would be to us accessible URLs. It is important that the person visiting your webpage sees images and videos to help them understand what they are reading. Step 2 includes stating the problem that your company is solving. The words in the solution needs to be easy to understand and follow to keep the reader engaged. Step 3 is to use words that the researcher would use. Don’t use complicated wording that doesn’t bring the viewer to your site. Wording is most important! Step 4 and 5 is to use something with authority to authorize what you are saying. Use descriptions and authorize it. Lastly, steps 6-9 is to further explain why this problem is important. Optimize exciting words and images to make the viewer want to stay on the page.

If you can get your webpage to position 0, there is a 33% chance that your page will get clicked on. Using these tools will help guide the performance of the webpage. The internet is forever changing, and because of that, it is important to stay up to date on what words are being searched and how well your company is doing when “what is” questions are being searched. Just because you are number one one day, doesn’t mean you will stay there forever.

Citations:

Fishkin, Rand. “How to Rank: The SEO Checklist.” Moz, Moz, 31 July 2019, moz.com/blog/rank-in-2018-seo-checklist.

“MRKT 484 Danielle on Position 0 and the Answer Box.” OSU MediaSpace, media.oregonstate.edu/media/t/0_7in427is.

“Create a Website.” Quicksprout, www.quicksprout.com/ways-to-improve-seo-ranking/.

“The Step-by-Step Guide to Improving Your Google Rankings Without Getting Penalized.” Neil Patel, 6 May 2019, neilpatel.com/blog/improve-google-rankings-without-getting-penalized/.

5 Ways to Increase Landing Page Conversions

Conversation is a talk, especially an informal one, between two or more people, in which news and ideas are exchanged. This concept is a main way companies can be successful. Creating a website to draw viewers in creates that conversation. Having a landing page that is interesting and exciting will show the viewer what they are about to gain knowledge about which will cause discussions between one another.

The landing page is the first thing someone sees when they click on a website. Because of this, it needs to be intriguing and needs to make the visitor want to see more of the site. These five steps discussed in “Digital Marking Essentials” will increase the conversation of the website and the landing page overall.

  1. NSAMCWADLP! This acronym stands for never start a marketing campaign without a dedicated landing page. Having a home page for a website starts conversation. A website is different than, for example, a Facebook page. The person who visits a website needs to know why they have clicked on that page and where they will go from there. This alone will start conversation about a website. This also shows that the company has a goal and therefore, they will be less distracted while on the site.
  2. Attention Ratio: The key part of a landing page is to capture your audience’s attention. The goal needs to be known by everyone visiting the site to show them what they should be talking about. Showing too many photos and other websites will distracts the viewers. This concept is attention ratio. Having low attention ratio, or as close to 1:1 as you can get, will create more success for your landing page. White space can end up being more visually appealing than being distracted by a full page.
  3. Context: It important to a viewer that the ads displayed on the site/ landing page match what information is being displayed. It would be easy for a viewer to lose focus and get distracted on another page if the information does not match the site. Ads displayed need to either bring the viewer to another site that has to do with the website or possibly another form of the companies website such as social media. Another way to excite views would be to add fun context. Adding colorful pictures and videos can make a view excited about the site and what information is about to be told. This can also cause the view to remember the website. They can remember a catchy song or even the certain colors on the page.
  4. Use existing media: Your company should be involved on other sites including social media. Be sure to attach a link to the website to ensure more foot traffic on your landing page. More ways to reach your viewers creates more conversations about your company. This is also another way to excite the viewer based on pictures instead of words on a website.
  5. Honesty & Credibility: Showing your audience reviews from past work experience can intrest a customer more. Creating fake reviews although can only hurt your credibility. It is important to stay honest with your viewers to gain positive feedback and following.

Sources:

Systems, eZ. “7 Easy Ways to Increase Landing Page Conversions.” EZ Publish Platform, CXM & CMS, ez.no/Blog/7-Easy-Ways-to-Increase-Landing-Page-Conversions.

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“How to Create a High Converting Landing Page (12 Essential Elements).” The Daily Egg, 26 Feb. 2019, www.crazyegg.com/blog/landing-page-essentials/.