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Instructor’s Manual – Chapter 13

3. Job would be to develop freeware that people could download and

4. Needed to know what went wrong with IOWatch also

D. Discussion questions:

1. As a consultant, what would you do to help Paul figure out what

went wrong with IOWatch?

Students’ answers will vary.

2. What ideas for new freeware can you give Paul? What potential

Students’ answers will vary, but they should explain each of their

ideas in full.

3. How will it make money?

Students’ answers will vary depending on the ideas that they listed in

their answer to question.

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B O X E D T E X T D I S C U S S I O N Q U E S T I O N S

ENTER THE WORLD OF BUSINESS—Microblog Marketing: Reaching Millions of Consumers with One Click

1. How are multinational companies using Chinese microblogging sites to reach consumers?

2. Why do you think Sina Weibo is a good platform for digital marketing in China?

3. Twitter is currently blocked in China. How do you think the success of Sina Weibo may affect Twitter if

it is eventually able to enter the country?

GOING GREEN—Facebook Praised for Tackling Carbon Emissions

It’s no secret that Facebook and Google are competitors, particularly when it comes to advertising. There is

one area in which Facebook performs better than Google: its carbon footprint. Facebook’s yearly carbon

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Instructor’s Manual – Chapter 13

1. How is Facebook trying to increase its sustainability?

In the report, Facebook announced its goals of getting 25 percent of its energy from renewable sources

2. Why do you think Facebook released a report on its sustainability accomplishments?

3. Do you feel that Facebook’s sustainability initiatives will give it an edge over Google?

Students’ answers may vary.

RESPONDING TO BUSINESS CHALLENGES—Smirnoff’s Mixhibit: An Example of Ethical Digital Marketing

Smirnoff Vodka has developed Mixhibit, a mobile application allowing users to create short videos made up

of snapshots from various social networking platforms. The goal of Mixhibit is to generate global consumer

1. How is Smirnoff Vodka using digital marketing to encourage consumer participation?

2. How do you think the Mixhibit app helps to keep the firm from becoming complacent in its success?

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Instructor’s Manual – Chapter 13

3. Are there any risks associated with promoting the Mixhibit app? If so, how can Smirnoff Vodka

overcome them?

S U P P L E M E N T A L L E C T U R E

Privacy Concerns in a Digital Age

Privacy in a digital era is a concern for all people and all organizations. With technology constantly advancing,

it is difficult for regulators to keep up with the changes. This leaves holes in the regulatory framework and

creates opportunities for cybercriminals to take advantage of unwitting victims.

Compounding the problem is the slow eroding of the lines between public and private spheres. Online social

networking sites help people to stay connected, but it also has made users (especially younger users) feel

Facebook assured concerned consumers that its security measures were of the highest standard, and that

there were few opportunities for Places to be misused by third parties. Facebook suffered a series of

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Instructor’s Manual – Chapter 13

While many young people may think nothing of divulging personal information while online, security experts

and others are worried about privacy on Facebook. Location-based tools let users know where you are via

online social networking sites. It also lets the world know when you are not home. Paris Hilton and other

Source: Jenna Wortham, “New Facebook Location Feature Sparks Privacy Concerns,” New York Times, August

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1. Why does the Internet create so many privacy issues?

2. Why did Facebook Places have so many people concerned about privacy?

Facebook Places was a feature that users could use through their iPhones. It allowed people to post

where they were at any given time. They could also tag their friends, therefore alerting the Facebook

community to their whereabouts.

3. What do you think companies can do to help ensure that their customers and stakeholders are

protected from cybercriminals who might seek to obtain private information?

Students’ answers will vary.

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C O N T R O V E R S I A L I S S U E

Net Neutrality

The concept of “net neutrality” is that companies that provide Internet service should treat all content the

same. A small blog should be treated the same as a corporate website, YouTube, or any other kind of

content. Net neutrality has been a central concept behind the egalitarian nature of the Internet in that

everyone’s content is equal in the eyes of service providers.

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Instructor’s Manual – Chapter 13

1. What is net neutrality? Why are companies divided on whether it is a good idea?

2. Why is net neutrality such a controversial issue right now? How might it affect businesses that market

on the Internet?

3. What do you think about the idea of net neutrality? Should the Internet stay neutral, or should

Internet providers be allowed to create a tiered system?

Students’ answers will vary, but they should be able to explain their answers

S O Y O U W A N T T O B E A D I G I T A L M A R K E T E R

Why is it essential for marketers to know what digital media are available and how to best utilize them?

Digital media are the way of the future and are rapidly changing how people communicate, how they shop,

and even what they buy. Companies that do not understand this risk losing competitive advantage over

C H E C K Y O U R P R O G R E S S

1. What is digital marketing?

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2. How can marketers utilize digital media to improve business?

3. Define accessibility, addressability, connectivity, interactivity, and control. What do these terms have to do with

digital marketing?

Accessibility, addressability, connectivity, control, and interactivity are the five characteristics of digital media that

differentiate them from traditional marketing media (see Table 13.1). Accessibility allows consumers to find

4. What is e-business?

5. How is the Internet changing the practice of marketing?

6. What impact do digital media have on the marketing mix?

7. How can businesses utilize new digital and social networking channels in their marketing campaigns?

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8. What are some of the privacy concerns associated with the Internet and e-business? How are these

concerns being addressed in the United States?

9. What is identity theft? How can consumers protect themselves from this crime?

10. Why do creators want to protect their intellectual property? Provide an example on the Internet where

intellectual property may not be protected or where a copyright has been infringed.

Intellectual property is important for creators because it is a source of competitive advantage and revenues.

G E T I N V O L V E D

Students’ answers will vary for all of the questions in this exercise. In order for students to learn from one

another, assign this as homework and then have students share and discuss their responses with the class

the next day.

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1. Amazon.com is one of the most recognized e-businesses. Visit the site (www.amazon.com) and

identify the types of products the company sells. Explain its privacy policy.

2. Visit some of the social networking sites identified in this chapter. How do they differ in design,

audience, and features? Why do you think some social networking sites like Facebook are more

popular than others?

3. It has been stated that digital technology and the Internet are to business today what manufacturing

was to business during the Industrial Revolution. The technology revolution requires a strategic

understanding greater than learning the latest software and programs or determining which computer

is the fastest. Leaders in business can no longer delegate digital media to specialists and must be the

connectors and the strategists of how digital media will be used in the company. Outline a plan for

how you will prepare yourself to function in a business world where digital marketing knowledge will

be important to your success.

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B U I L D Y O U R S K I L L S

Students will assume the role of a manager at Biodegradable Packaging Products Inc., a small business that

produces packaging foam from recycled agricultural waste (mostly corn). The company wants to expand into

e-business by using digital media to help market its product. Major customers are other businesses and could

include environmentally friendly companies like Tom’s of Maine (natural toothpaste) and Celestial

Seasonings (herbal tea). Students will first need to develop a social networking site or blog that will help

them reach their potential customers. They must decide who their target market is and which medium will

attract them the best.

The task will involve planning a digital media marketing campaign using online social networking sites, blogs,

or another digital media outlet based on the template provided.

B U I L D Y O U R B U S I N E S S P L A N

In this exercise, students will consider whether it is feasible to market a particular product on the Internet,

how to overcome obstacles in digitally marketing the product, and the best way to engage in digital

marketing for a successful marketing campaign. Most companies today utilize digital media in some

fashion—be it in marketing campaigns, promotions, or marketing research. Many companies even utilize the

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S E E F O R Y O U R S E L F V I D E O C A S E:

S H O U L D E M P L O Y E E S U S E S O C I A L M E D I A S I T E S A T W O R K

Case Overview

This case discusses the controversy over whether employees should be allowed to use social media at work.

Studies are conflicted over whether using social media in the workplace detracts from productivity. Active

1. Why do you think results are so mixed on the use of social networking in the workplace?

2. What are some possible upsides to utilizing social media as part of an integrated marketing strategy,

especially in digital marketing?

3. What are the downsides to restricting employee access to social networking sites?

Many young workers expect to be able to use Facebook and other digital media while at work. The

Internet has become such a large part of these workers’ everyday lives that they may be dissatisfied and

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T E A M E X E R C I S E

Students will develop a digital marketing promotion for a local sports team, using Twitter, Facebook, and

other social networking media to promote ticket sales for next season’s schedule. In their plan, they should

provide specific details and ideas for the content they would use on the sites. Also, they will need to describe

how they would encourage fans and potential fans to go to their site. They will need to consider how they

would use digital media to motivate sports fans to purchase tickets and merchandise and attend games.

T E R M P A P E R O R P R O J E C T T O P I C S

These topics may be assigned as individual or collaborative projects:

1. How to measure the effectiveness of Facebook or Twitter as a marketing tool.

G U E S T S P E A K E R S U G G E S T I O N S

2. A marketing professor who can discuss in greater detail the changing business climate and increase in the

use of digital media.

4. A local blogger who has managed to turn his/her blog into a profitable business.

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T E A C H I N G S U G G E S T I O N S

2. Have students spend part of class researching digital marketing campaigns for a company of their choice.