Ethical Perspectives

Ethical Perspectives

Digital Media Marketing Strategies

A digital media marketing strategy outlines how the company will utilize digital platforms to push its products. Digital marketing strategies include SEO, content, social media, and email marketing (Biteable, 2018). Without a digital marketing plan, the business has no procedure for achieving its objectives and key results.

One of the commonly used digital marketing strategies is social media. Social media campaigns can feature on social media platforms such as Facebook, LinkedIn, Twitter, and Pinterest (Biteable, 2018). Other than marketing a company on social media, a business can use the strategy to advertise a company’s products.

The key goals of social media marketing will be to enhance brand awareness and conversion. Besides, social media marketing will aim to boost the company’s reputation. The company will post social media content based on these goals with informational and promotional features. Also, social media administrators will engage users on different topics touching on the company. Machine learning enables a company to identify its tags across social media. There is a need to focus on engaging with consumers as that is the intent of being on a ‘social’ platform.

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The Impact of Using Digital Media

The impact of social media on a company’s promotional mix can be positive or negative. One of the positive impacts of social media marketing is that it helps a business reach a broad audience (Kaushik, 2012). The company can consequently respond by creating Omni channels to engage followers.

Also, social media marketing is more economical than other promotional strategies. A single staff member can make a single Twitter post that reaches millions of the target audiences. Besides, the system is economical since it only targets the relevant audience (Kaushik, 2012). That is unlike traditional digital media, which usually targets a general audience. The organization virtually incurs zero cost when using social media marketing.

On the negative side, social media marketing exposes businesses to cyber threats. For instance, hackers can use social plug-ins to access crucial client data hosted by a company. The acquisition of such data may lead to financial losses for clients and the business.

Digital Media Types and Options

Typical social media networks used for marketing include Facebook, Twitter, and LinkedIn. Businesses can use these sites to market to attain three primary outcomes. Firstly, the company can use them to research consumers’ preferences. Besides, the sites provide a platform through which the business can engage with users directly and respond to their queries. Finally, the company can post target consumers with ads to gain new customers.

Also, a business can use social media for marketing a business. Consumers can get reviews online to avoid guesswork when making purchases. For instance, Yelp and TripAdvisor provide critical insights into consumer experiences. A buyer can use the reviews to understand what other buyers experienced when they bought particular goods. Investing in review sites will help a business understand consumer dynamics.

Monitoring Digital Media

A business can measure the performance of its marketing strategies by tracking its performance. Several tools can be used to measure the effectiveness of social media in driving change. Social media marketing performance can be monitored by any means, including Google Analytics and Google Search Console (Li et al., 2020). There is a need to deploy social plug-ins on social media to use Google Analytics in measuring marketing performance. Consequently, the business can see the number of clicks achieved per social media promotional post.

References

Biteable. (2018, March 21). The 7 Different Types Of Social Media. Biteable. https://biteable.com/blog/the-7-different-types-of-social-media/

Li, F., Larimo, J., & Leonidou, L. C. (2020). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. Springer. https://doi.org/10.1007/s11747-020-00733-3

Kaushik, R. (2012). Impact of social media on marketing. International Journal of Computational Engineering & Management, 15(2),   91-95.

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Review the following scenario:

Imagine that individuals within the community action group are meeting to share the social issue they have chosen and the ethical perspective they might use to consider solutions. Some tensions have popped up in the action group. Your community action small group consists of five people. Two group members are highly engaged and seem to work well together. One group member, however, is controlling and wants to push their ideas and perspectives on other members. Another group member is going through some complex personal challenges and cannot participate as much as he would like. Finally, one male team member keeps interrupting a female team member when she shares ideas with the rest of the group.

Ethical Perspectives

Complete Parts 1 and 2 below.

Part 1

Identify how someone with each ethical perspective listed in the first column would approach the group and individual members in this scenario by answering the questions in the remaining columns.

Part 2

Write a 350- to 700-word analysis of the ways the ethical perspectives presented can impact real-world scenarios, particularly in the workplace:

• Explain how the different ethical perspectives work in real-world scenarios.
• Briefly describe a situation that has happened in your life or that you are familiar with where you experienced or were told about these ethical perspectives.
  • In this situation, explain how the needs of the individual can be balanced with the needs of the larger group.
• Explain the benefits, as well as any downfalls, of these ethical perspectives.

Format any sources you use according to APA guidelines.