Let’s Talk Ethics and Privacy for Marketers

From the moment we wake up in the morning to the moments before we go to bed we have been exposed to thousands and thousands of advertainments through our browsers and social media platforms. Whether we are killing time waiting for our school classes, on a break at work, standing in line at the store, online shopping and or simply using it to pass time. More than ever social media has become a daily use and need for many and it is only on the rise.

“In 2017, less than 2.5 billion people were on social media worldwide. This year 2019, that number is expected to top 2.77 billion. By 2021, more than 3 billion people are expected to be on social media nearly 40 percent of the entire world’s projected population in that year”(Average, 2019).

With this understanding of how many people use social media platforms and browsers on a daily basis. At times these sponsored target ads can be useful as they to show us new products and services and the benefits they may bring. The goal of all advertising displays ad included, is to influence the ad recipient to make a purchase, either immediately or in the future. (Larson, 2018).

However, there can be a negative side of all these sponsored advertisements Have you ever thought about how you were scrolling through your feed clicking and liking posts and then all of sudden you notice a sponsored/recommended ad appeared. How did the browser know what I was interested in? How did they know to recommend a product and or service? You think about how it’s weird and scary that they have monitored my searches and sponsored and target ads towards you.

The large question that comes into play is it ethical to be tracking user’s information and obtaining information about them? Does this invade personal privacy too much? What do we do with this information? This situation also can be referred to all a “crisis of trust,” namely, a loss of faith in institutions ranging from business to government to nongovernmental organizations. A major contributor, they believe, is the lack of objective facts and rational discourse in social media” (AMA, 2018).

Nowadays, the issue of privacy is something that we must be aware of as Marketers. As online advertisers are faced with are they crossing the fine line between getting to better understand consumers or are we being too invasive of consumers’ privacy. I would rank the current model of online advertising is dangerous for society a 3 on a 1 -5 scale being not dangerous at all. I do think that digital privacy and security is something to be concerned about in general but, it’s not a serious threat yet. In general, it’s about being aware of the government, hackers, online marketing taking your information and or watching your movements. It’s extremely important to understand and know how to protect yourself.

Code of Ethics for Digital Marketers

  1. Act Ethically: Act ethically and avoid illegal active and unethical activities with consumer’s data and privacy invasion. Adhering to privacy rules and regulations can help you establish trust within consumers and help establish a good brand reputation. Acting unethically can damage brand reputation significantly and most importantly dis own trust with the consumer.

  2. Be Transparent: Let the consumer know what products and services you are promoting. Provide them with accurate information and never exaggerate the product/services features and benefits as it can lead to false expectations of the product and service and lead to a negative attitude towards the company.

  3. Avoid Biases: It’s best to stay away from any controversial topics that can be considered controversial and stir up a debate such as politic, religion, cultural biases. Stay away from anything that can negatively harm your brand’s reputation. As consumers will always remember when you make a mistake and it’s very difficult to change customer perceptions after it happens.

  4. Know Your Audience: Before promoting and advertising anything always have a clear understanding of who your audience is. Look at their psychographics and demographic features and know their likes and interests, and choices.

  5. Be Consistent: Be consistent with posting quality advertisements, using quality images, and most importantly posting quality content. Use a consistent theme, fonts, colors, etc. that way consumers will be able to recognize your brand’s identity.

  6. Think Before You Post: This step is crucial as many consumers can interpret information differently. Always proofread, edit refine content before posting for prospects to ensure that content if factual and does not lead to controversy and negative perceptions of the brand.

  7. Be Clear: Let the target customer known that you are going to be using their data with a disclaimer and or written in the fine print. Be clear that you are collecting data for research, why you are collecting it, and indicate how you can be reached if they concerns or questions.

  8. Respond to Consumer Concerns: Always clear up safety concerns that prospects and or current customers have with the product and service. Take the time to investigate and respond efficiently as it can clear up any misunderstandings and help protect the consumers.

Sources:

Akbar, Tahir AkbarTahir, and Israyelle. “7 Fundamental Ethics of Social Media Marketing.” Business 2 Community, https://www.business2community.com/social-media/7-fundamental-ethics-social-media-marketing-01571504.

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.
“Chapter 7: Display Advertising.” Digital Marketing Essentials, by Jeff Larson and Stuart Draper, Publishing by Edify, 2018.

AMA. “Can Marketers Repair Social Media’s Crisis of Trust?” Medium, AMA Marketing News, 4 May 2018, medium.com/ama-marketing-news/can-marketers-repair-social-medias-crisis-of-trust-6d7f3fb1f797.

“Average Time Spent Daily on Social Media (with 2019 Data).” BroadbandSearch.net, https://www.broadbandsearch.net/blog/average-daily-time-on-social-media.

What To Do When Your Webpage Doesn’t Rank

Are you currently looking for a way to improve your websites SERP? Are you questioning why your webpage is not ranking well? Are there ways to improve it? 

These are all common questions that many people have when it comes to search engine results pages. Don’t worry your questions will be answered! 

“The goal of search engines is to provide good results to search queries, the goal of search engine optimization (SEO) is to be a result of many different search queries – and even better, to be the top result on many different searches” (Larson, 2018). 

First, we must understand what SERP (Search Engine Results Page)is. SERP is the first page that pops up when you search a phrase and or keyword on a search engine. This is extremely important as you want your webpage to be within the top 10 results as it will help you get more traffic! You won’t instantly get results which can be frustrating, however, be patient it takes time!

Below are five tips that can help you improve your website’s rank

Focus on the URL
The use of target keyword phrases should be in the URL. As words in the URL play a large role in helping your website rank and generate relevance! An example of this could be if the company is selling a product and the keyword phrase that is being used is Black Silk Slippers. The current website URL is www.C&Nsilkslippers.com.

The website URL should be www.C&Nsilkslipper.com/Black-Slippers/Fur Black-Slippers.html. This URL is more specific and uses target keywords that will help the search engine find results and help rank higher. The website URL has a heavy rating in calculating relevance to the search.

Link Strategically It’s important to remember that there are thousands and thousands of pages on Google that all are publishing content that users can see. Therefore, it’s extremely important to have high-quality content on your website which then Google will better recognize your website which can improve your website rank.

Furthermore, it’s important to link pages with relevant anchor text. With the help of internal links, they can lead to other linked pages help boost your rank as Google analyzes your website. Having multiple links helps the search engine understand your page and content better and it’s relationships.

As well, the text used in your link also known as anchor text is important as it identifies what the link content is about. Having more specific, descriptive, and keyword phrases within the title of the page help with a better rank as generic phrases such as “click here” has very little influence. The key is to avoid using the same keyword phrases because Google will suspect that you are trying to cheat the search engine (Dragilev, 2019).

Focus on Main Content
Search engines go through every word on a webpage to get an understanding of what the webpage is about. It’s important to use target keyword phrases within the main content of the page however, without overdoing it. If a website uses a keyword phrase too much it can hurt the ranking and user experience. This can be known as “keyword stuffing” which is a black – hat SEO tactic and is ineffective because search engines recognize this action. It is important to keep in mind to always use keywords within the page but, keep it about 3 – 5% of the word count on the page (Larson, 2019). 

Focus on Image Alt Text and File Name
This is important as a search engine is unable to “see” images unless they are labeled. Alternative text is the label and or take which specifies what the image is about. Without a label, the search engine has no idea what the image on the page looks like making it more difficult to identify and rank. The alternative text is the label or tag that lets the search engine know what the image is. Labeling the file name and labeling the image Alt text is imperative as it helps search engines understand the content of the specific page and helps the images rank high within image searches. 

Update Content Regularly
This one is pretty straight forward. Having quality content that is updated frequently will help your website rank higher. Updating content that has been posted and or will be posted will help keep your site relevancy. It is best to always edit and refine content frequently and or input a set schedule to make updates doing so, will help your webpage rank higher (Five, 2019).

Best of luck and I hope these five suggestions help you boost your website rank!

Sources

“Chapter 4: On-Site SEO” Digital Marketing Essentials, by Jeff Larson and Stuart Draper, Publishing by Edify, 2018.

Five Ways to Improve your Site’s Ranking (SEO). (2019.). Retrieved from https://www.mtu.edu/umc/services/digital/seo/.

Dragilev, D. (2019, September 25). 5 Ways to Optimize Your Content for Better Google Rankings. Retrieved from https://www.entrepreneur.com/article/339281.

5 Ways to Increase Landing Page Conversions

Let’s get started with defining what is even a landing page is and what is a landing page conversion. Generally, the landing page is the first webpage that the user sees when they click on a website link. In comparison, a landing page conversion rate helps you understand how your audience is responding to your landing page. The overall objective for a marketers’ campaign is to gain the customer’s attention, boost conversions in which the user completes a specific goal and or takes action.

How do you do that? Is it challenging? Is it effective? Are all questions that you may have when it comes to boosting conversion rates.

Well, you’re in luck today’s this blog post will focus on 5 Ways to Increase Landing Page Conversions in the following paragraphs below.

1.Mobile Compatibility – In today society is the use of mobile phones are prominent in our daily lives. We have entered a time in society where we use them for almost everything whether it’s for texting, calling, entertainment purposes, shopping etc. Thus, it’s an extremely important component to have a well-designed landing page that is mobile friendly. More and more customers are choosing to use their mobile devices as a mean to browse the internet. Therefore, having a functional, well designed, and user friendly page helps keep viewers interested and helps drive conversions. This means making sure the layout, size, dimensions of content are all appropriately scaled for mobile device use to ensure a quick and easy read for users.

2. Seven Principles of Conversion – Centered Design

As stated from our textbook Digital Marketing Essentials May 2019 written by Larsen & Dapper suggests to follow the Seven Principles of Conversion – Centered Design which all can help boost conversions.

  • Attention: Grab the attention of the viewer! Make the viewer intrigued and want to stay on your site. Get the users attention by having a CTA (Call to Action). An example of this could be “BUY NOW”, “SIGN UP NOW” anything that captures the viewers’ attention.
  • Content: Make sure the content on the page is clear and identifiable for viewers to understand. Ensure that the content from the homepage matches the customer’s expectations. You never know where site visitors are coming from and their knowledge about a product or services being promoted.
  • Clarity: Simple. The viewer should be able to clearly and easily identify what the webpage is about.
  • Congruence: Do not overwhelm the potential customer with distracting words and text rather use encourage words to encourage the conversion.
  • Credibility: Establish creditability and show viewers that you are trustworthy. This helps customers trust page your product and or services. You can do this this through positive reviews and or testimonials from customers.
  • Closing: Always use positive words to encourage and finish the conversion.
  • Continuance: After the conversion is complete encourage customers to start a new conversion!!

3. Check Loading Speed

There is nothing worse than a page that never loads! Test and keep in mind loading time matters for viewers. Frequently check to see if any components of the landing page is slowing the load speed and adjust accordingly. Loading speed can make it or break it for viewers engagement within a few seconds. 

4. Focus on Page Elements

  • Navigation – Make the website user-friendly that the visitor can use and not get lost! 
  • Trust symbols – Logos, icon, images, small statements and symbols that can help make the user feel more confident in the site.
  • Color Scheme – stay consistent with the logo color scheme. Never use overwhelming and distracting colors as it can steer viewers away.
  • Buttons – Get users involved by a click! Use different colors, shapes, and sizes of buttons to help improve conversions which helps create a more engaging site.
  • Images and or videos – Use images and video which helps you remain professional, establish credibility, and can make the page more visually appealing. 

5. Understand your Campaign Goals
This is huge. Having a clear understanding of your campaign goals help ensure your landing page is focused on a certain product and service and or call to action for viewers. Do not overwhelm and or confused the viewer with content, promotions, call to actions, etc. Having a clear campaign goal essential so, viewers do not misinterpret and or get confused by your landing page.

Wow, that was a lot of information to take in! Now you’re ready to implement these 5 tips into your own landing pages to boost conversions.

Stay tuned for next week’s blog post!

Sources

“Chapter 1: Digital Marketing Foundations, Chapter 2: Web Design .” Digital Marketing Essentials, by Jeff Larson and Stuart Draper, Publishing by Edify, 2018.

Saleh, K. (2018, July 5). A 9-step guide to increase your landing page conversion rate. Retrieved from https://marketingland.com/9-step-guide-increase-landing-page-conversion-rate-202814.

What Is Digital Marketing? (2019, April 8). Retrieved from https://fangdigital.com/what-is-digital-marketing/.