Together with individuals all around the world, we have recently finished our second blogging module for our MSc Marketing programme. We have all assessed, managed and evaluated online information, participated with communities, collaborated with each other, managed our online identity and privacy. But what will I be taking forwards?
The Digital Marketing Environment
Our digital marketing environment is changing, and the way organisations use a variety of online channels to communicate with customers has changed. As we enter the fourth industrial revolution, it is clearly changing the way we live, work, and relate to one another (Schwab, 2016, p. 6). During this week, I learnt that consumers want convenience, not only to change the way they work as I thought in my Alexa blog, but that they want this to be part of their everyday lives as Chanel’s blog illustrated. As with all great things comes the challenges, in Reza’s blog it stated that technology is changing the way we interact with each other and the disruptiveness it brings to our physical and mental health. How do we ensure that we overcome those challenges but yet gain the convenience through our new digital marketing environments?
Ethical Dilemma
Everything we do leaves a digital footprint. We live in a world where digital technology has become massively influential, with the majority of businesses using data to analyse and predict consumer behaviour. In this week, it opened my eyes to how vital it is to have secure privacy and maybe even start reading the terms and conditions (just maybe)! In Gayle and Chanel’s blog, it was explained how big data and targeted behavioural marketing can provide a better online experience for the consumer (Dehling, Zhang and Sunyaev, 2019, p. 349). But how can we benefit from the opportunities that come with big data and the increased prospect of understanding consumer profiles? This research was conducted for my week two blog.
What’s New?
New digital applications are on the high as we enter the fourth industrial revolution, and in our third blog we all discussed various applications and the challenges and opportunities they brought with them! In Charlotte’s post, it was interesting to read about a new application called TikTok and how there is no current link available with how the app is converting customers or tracking these customers through their journey (Nicas, Isaac and Swanson, 2019, para. 12). Who knew there were apps that did not track customer journey? Something to read more about!
Digital Literacy Test – The Results
The following graph compares my results of the digital literacy test after week one and seven. Notice the difference? After completing this module, I believe that I have collaborated with others, such as commenting on various blogs and sharing projects and discussions regarding this module.
And off to the next module we go!
Bibliography
Dehling, T., Zhang, T., Sunyaev, A. (2019). Consumer Perceptions of Online Behavioral Advertising. 2019 IEEE 21st Conference on Business Informatics (CBI), Moscow, Russia, pp. 345-354.
Elbourn, S. (2015, July 1). What Are The Key Changes in Customer Behaviour That Are Driven By The Dynamic Digital Marketing Environment? Retrieved from http://sophieelbourncim.blogspot.com/2015/07/what-are-key-changes-in-customer_1.html
Nicas, J., Isaac, M., Swanson A. (2019, November 1). TikTok Said to Be Under National Secruity Review. Retrieved from https://www.nytimes.com/2019/11/01/technology/tiktok-national-security-review.html
Schwab, K. (2016). The Fourth Industrial Revolution. London: Portfolio Penguin.
Mark(et) My Words 