Mktg350 lecture 11132013
- 1. Online & New Media Marketing SNC-MKTG350 November 13, 2013
- 2. Tonight’s Agenda: Ethics • Quiz • Class Discussion: – Ethics in online marketing • Laws • Don’t be evil • Responsibilities
- 3. It’s Legal, does that make it Ethical? Legal Ethical
- 4. Ethics on the Internet
- 5. Your Ethics Examples • • • • • • Email Spam Misleading offers Outright fraud Information theft Failure to protect someone else (fiduciary) False statements/lack of transparency
- 6. Relevant Laws • CAN-SPAM of 1998 – Don’t send unless you have a relationship (FTC) – Must have contact info – Must be able to opt-out • Children's Online Privacy Protection Act of 1998 – No collecting info from children (FTC) • Digital Millennium Copyright Act of 1998. – Civil and criminal penalties for pirating and other unauthorized use of software. • And many, many more…
- 7. Say you stole an idea online… • You’re caught • And convicted • How did you get the info in the first place? – Who else is an accessory? – Computer? – Internet service provider?
- 8. Is Online marketing different than regular marketing?
- 9. Don’t be evil • Ways to be evil: – Stealing things • Hacking • Mis-appropriating data – “Snookering” buyers • • • • Spam Mis-routing links Poor products False statements
- 13. Specialty group targeting Living trusts Time shares Children
- 14. Marketing to Children Less experience in critical thinking Want to conform Spending parents’ money
- 15. Your Responsibilities • Protecting things you don’t own but are responsible for from being stolen or compromised • Not misleading your audience • Providing value • Sourcing and paying for value you received
- 18. Overcharging
- 19. Are you going to be ethical? SO… • What was a new idea for you? • What will you do differently? • What will you be watchful for?
- 20. Next session: • Last Quiz on Monday: ethics • Week of Nov 18 Discussion: – Public Policy – International Digital Marketing • Week of Nov 22: No class/Thanksgiving • Week of Dec 2: Workshop your plans in class • Dec 16: Final presentations