https://www.youtube.com/watch?

v=3ZoNM3gCv_M

International Marketing
& Ethics
MF. Vernier & M. Brenier
5 MSE

Session #11 – E-learning

 Program of this E-learning Session #11
Digital Marketing & Ethics…

The objective of this e-learning session is to provide you with some content for
you to think about digital marketing and possible ethical issues it can generate
when it relates to marketing…

- Social media
- Big data and consumer privacy
- Mobile apps
- Digital pollution
- Artificial intelligence and its consequences
- …

May 22 Marie-France Vernier & Mélanie Brenier 2

Digital marketing
and ethical issues
Social Media & Ethical issues
Some of ethical issues related to social media :
• Addiction
• Privacy at risk
• Consent
• Social media create ethical other dilemmas (see below)

4 criteria to classify ethical question for social media :

• Who is seeing the social media information?
• How is the social media information interpreted ?
• How can we judge of the accuracy ?
• For what purpose is it used and shared ?

Interesting video to watch : https://youtu.be/sMLVkBxke20

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Big Data and Consumer’s Privacy
Big Data Context :
• We live in the era of Big Data (multiples information accessible)
“Data will reshape the way we produce, consume and live.”
Advantages of Big Data
• A lot of positive effects : health care, improved administration efficiency,
better productivity, improved supply chain….

But major risks related to ethics

• Privacy… we don’t know where the information go !
• More and more algorithms used (choice of films/series, dates we go
on) à seems like we might be manipulated ?
• Bypass of rules (RGPD) & potential data selling to other parties
• Risk of discrimination…
• Super power given by data access

Interesting video to watch : https://youtu.be/y8yMlMBCQiQ

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Mobile Apps Business Model & Ethical issues

Context
Mobile apps generate huge revenues even when they are free… Still, they are
largely criticized… Why’s that ?

Mobile apps usage

• Many people spend (a lot of) their time playing with mobile apps every day on
their smartphone (games like candy crush, count masters, among us! ...) while
other spend their time on social media apps.
• Downloading apps implies to give your consent and give access to your personal
information and your smartphone data (location, contacts, calls, pictures, files…)

Ethical issues related to mobile app business models

• Lack of transparency : are data collected in order to be sold ?
• Mobile apps business can be very lucrative through display ads or in-app
purchase
• Addictive behaviors generated : are mobile apps developed for that purpose ?
Do they push their user towards in-app purchase ?

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Pollution generated by digital marketing
Context
Digital pollution is all sources of environmental pollution produced by
digital tools. It would represent 3.8% of global greenhouse effect (2019
study, Frédéric Bordage). It includes digital tools & equipment
manufacturing & functioning of the internet.

What is polluting in our daily use of digital technology & Internet ?

• Webhosting
• Google search
• Download music, video streaming, send messages / pictures
• Data storage
• Emails sending

What could we change in our habits in order to reduce this pollution ?

Interesting article to read :

https://dmb-shanghai.com/business/the-impact-of-digital-pollution/

May 22 Marie-France Vernier & Mélanie Brenier 7

Artificial Intelligence and its ethical consequences
Context
Artificial intelligence (AI) is expanding and will most probably change our lives in the
near future (voice recognition, autonomous cars, machine to machine, …)

Ethical issues related to AI

• Gender bias / stereotypes related to algorithms
• Can moral decisions be made by AI / machines ? (ex: autonomous car decision in a dangerous situation)
• Art creation by AI (paintings, symphony, music, …)
• And again privacy, data sharing, …

The Next Rembrandt Interesting video to watch : https://youtu.be/DrF5_PzCXak

created using data, algorithms and 3D printer

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Evaluation work

What you have to do for your evaluation work :

• Subject : How can you reconcile digital marketing and ethics ?
• 2 possible ways for this work :
a. Choose a specific subject in the area of Digital Marketing & Ethics (multiple possible tracks
given in this support), present this subject, open the debate by developing your ideas /
argumentation about the positive or negative aspects and how it could be ethically improved.
OR See next slide : possible
subjects proposed to create
b. Present a project idea, develop it and give some recommendations that can prove that ethical your pitch but you can
digital marketing is possible. create your own subject
• Prepare and deliver a 2-minute pitch (using a or b option described above) which summarizes of
your ideas and/or recommendations.

Rules :
à Individual work
à 2-minute pitch
à Video format
à To be uploaded on Moodle

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 Possible subjects for your 2-minute video pitch
(choose one or invent your own subject)

• What do you think of today’s social media business model(s) ? Give example of social media marketing uses that can be positive
and other examples that can raise ethical issues.

• What could be an ethical business creation project using social media ?

• Is ethical webmarketing possible ? How to us webmarketing & digital communication in an ethical way ?

• What do you think of Netflix algorithm which uses your personal data to propose you new series or films suggestions ? Do you
think this has only advantages ? What about the drawbacks and associated risks ?

• What could be an interesting and ethical business project creation based on big data ?

• Do you believe all mobile apps are meant to develop business with no sense of ethics ? Which example of mobile apps could be
“good” examples ? Which examples would be “bad” examples (addictive, pushing for in-app purchase, collecting data without respecting the rules…)

• What kind of mobile application could you invent / create that would be in line with ethics (respectful of ethics) ?

• What is your opinion about digital pollution ? What could you suggest in our society daily life in order to decrease digital pollution
? Give several concrete examples and argumentation.

• As a society, are we ready to give up on our privacy / our personal data use / our moral choice to get the convenience of AI
power solutions ? (ex: choosing the next film on Netflix, use autonomous car)

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How to pitch efficiently
The stages of the pitch
From your first words, you must hook your audience and interest them, intrigue them, captivate them. You will make sure to keep
this interest until your very last word! Here lies the art of convincing!

You can build your pitch as follows:

1. Hang on: start by introducing yourself, your company if applicable, your project, etc. Connect with your audience,
2. Propose: then get to the heart of the matter. This is the time to explain the reason for your intervention.
3. Sweep away a few objections: this allows you to get rid of classic and usual reluctance. Don't overdo it, you risk discrediting
yourself.
4. Argue: the weak points having been addressed; it is time to move on to the strong points of your project. Be enthusiastic and
full of energy!
5. Invite: Rephrase your message to make sure everyone understands it. This has the benefit of making it heard a second time,
which marks the spirits.
6. Conclude: close your speech on an essential, disruptive aspect that must sound obvious to your audience.

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Enjoy creating your video pitch by selecting a subject that is interesting for you !

END