Week 7,9,10.11

This Section contains info on WEEK 9-11.

WEEK 9: The Internet of Things and Big Data: Are We in Control or Just Being Tracked?

We live in a world where your fridge can reorder milk, your watch tracks your heartbeat, and your phone knows where you're going before you do. Welcome to the Internet of Things (IoT) — a hyper-connected digital ecosystem where physical objects (“things”) talk to each other and send data non-stop.

But with great connectivity comes even greater amounts of data. Enter Big Data — the invisible engine powering everything from Netflix recommendations to targeted ads you didn’t ask for.

This blog dives into how IoT and Big Data are transforming our lives, businesses, and marketing — for better or worse.

🤖 What Is the Internet of Things (IoT)?

The Internet of Things refers to a growing network of smart devices embedded with sensors, software, and connectivity — all designed to collect and exchange data without human input.

 

A “thing” could be:

  • A farm animal with a biochip

  • A running shoe tracking your pace

  • A smartwatch monitoring your sleep

  • A smart thermostat adjusting your home based on your behavior

💡 In 2014, Google acquired smart thermostat company Nest for $3.2 billion — not for the device, but for the data and behavioral insights it could deliver.

📈 What Is Big Data?

Big Data refers to data sets so massive and complex that traditional tools can’t handle them. According to McKinsey, Big Data is defined by the 3 V’s:

  • Volume – Massive amounts of data

  • Velocity – Rapid data creation and transmission

  • Variety – Different forms (text, video, voice, etc.)

Researchers later added more V's: Veracity (accuracy), Variability, and Value.

📊 Where Is All This Data Coming From?

According to ex-Google CEO Eric Schmidt:

“From the dawn of civilization until 2003, we generated 5 exabytes of data. Now we produce that every 2 days.”

That data comes from:

  • Social media posts

  • Wearables

  • Smart devices (IoT)

  • Google searches

  • GPS trackers

  • Even your voice assistant listening for a “Hey Siri”

CONCLUSION

Should We Opt In or Opt Out?

There’s no doubt that IoT and Big Data will continue shaping our world — but whether we benefit or get exploited depends on how wisely we balance innovation with transparency, consent, and control.

So next time your smart speaker offers a helpful suggestion, ask yourself:
Is it helpful… or just a little too helpful?

WEEK 10: Digital Campaigns and Integrated Marketing Communications; A Match Made for Modern Marketing

💡 What Is Integrated Marketing Communications (IMC)?

In today’s fast-moving digital age, IMC is no longer optional — it’s essential. Integrated Marketing Communications (IMC) is the art and science of delivering a unified brand message across both online and offline channels. From social media campaigns and QR-coded TV ads to user-generated memes and email newsletters, the goal is clear: stay consistent, stay relevant, and stay connected.

“If your online strategy doesn’t align with your offline branding — you’re not doing IMC. You’re doing confusion.”

🧩 The Reality: IMC Isn’t Just Digital or Traditional

Contrary to what many think, IMC isn’t about choosing between digital and traditional. It’s about integrating both, because consumers don’t live in separate “digital” or “physical” worlds anymore. They switch fluidly between screens, storefronts, and social feeds — often within minutes.

That’s why your billboard, your Instagram ad, and your product packaging should all tell the same story.

🧠 From Strategy to Emergence: A New Consumer-Centric IMC

Old-school IMC was brand-led. Today, it’s increasingly community-driven. Consumers co-create brand narratives, often shaping campaigns before marketers can.

  • Example: The Facebook group “Bring Back Winner Taco” — a fan-driven movement that forced a brand to listen.

  • Emergent strategy: Brands are now following their communities, not just leading them.

This is communication-in-use: when customers make sense of brand messages through their own interactions, not corporate media plans.

🛠 How to Build an Effective IMC Campaign

Here’s a simplified framework adapted from HubSpot and Vollero et al. (2019):

  1. Define a clear campaign goal
    What do you want — awareness, conversions, community?

  2. Choose the right channels
    Social media, email, influencers, retail POS, TV, etc.

  3. Ensure message consistency
    Align tone, visual identity, CTA, and positioning.

  4. Personalize by platform
    Instagram Reels ≠ LinkedIn posts ≠ Email newsletters.

  5. Enable customer co-creation
    Invite feedback, reviews, and user content.

  6. Track and iterate
    Use analytics from one channel to enrich another.

📲 Channel Considerations: Mobile First or Desktop?

Mobile now dominates digital engagement. However, successful campaigns must respect context. Example:

  • A Google search ad might drive awareness

  • A Twitter thread might build narrative

  • A QR code in a print ad might invite interaction

Use the strength of each medium rather than forcing a one-size-fits-all message.

💬 Final Thoughts: IMC Is More Than Messaging — It’s Meaning

In an era of ad fatigue and content overload, the brands that win are those that:

  • Tell a compelling story

  • Engage across touchpoints

  • Invite consumers to participate

Integrated Marketing Communications isn’t just about repeating your message. It’s about making your message resonate — everywhere your audience listens.

WEEK 11: Critics of Social: The Limits of Social Media and Digital Marketing

⚠️ The Hype vs. The Reality of Digital Marketing

Digital marketing and social media are praised as the holy grail of communication in the modern age. But let’s take a step back and ask: Is everything digital now? Is our obsession with likes, shares, SEO, and influencer reach making us better marketers—or just more reactive ones?

This post explores the limits and criticisms of social media and digital marketing, offering a counterpoint to the unrelenting hype. Let’s dig in.

🧲 Are You a Marketer or a Magpie?

Marketers are often guilty of “shiny object syndrome”—chasing the latest trend (TikTok, Threads, BeReal...) without understanding why it fits the strategy.

“Traditional media isn’t dead. Be a marketer, not a magpie.”

Effective marketers don’t just hop on every trend. They assess what aligns with their objectives, audience, and brand identity. If print, radio, or long-form content delivers—use it. Strategy comes first, tools second.

Digital Natives Aren’t Always Digital Experts

There’s a myth that young people are inherently good at tech. But as a retired IT teacher pointed out:

“My students would tap randomly on smartphones until it worked, then hand it to me saying, ‘It’s working now’.”

Digital fluency doesn’t mean strategic understanding. Knowing how to use Instagram is not the same as understanding the impact of a campaign or measuring ROI. Even seasoned “digital marketers” often lack training in analytics, targeting, or ethical data use.

🧓 The Irony of Tech History

Ironically, the internet wasn’t invented by Gen Z—it was pioneered by Boomers like:

  • Sir Tim Berners-Lee (WWW)

  • Steve Jobs (Apple)

  • Bill Gates (Microsoft)

Digital wisdom isn’t generational — it’s contextual and strategic. Don’t underestimate traditional experience. Combine old-school fundamentals with modern tools for real impact.

🎯 Strategy > Tactics

One of the biggest criticisms of modern digital marketing is that it’s all tactics, no strategy.

  • Running Facebook ads ≠ a marketing plan

  • Getting likes ≠ customer retention

  • Posting daily ≠ brand loyalty

What matters is strategy — a clearly defined goal, an audience insight, a strong message, and integrated channels. Without it, you're just making noise.

📣 Your Title Doesn’t Make You an Expert

Starting a job titled “Social Media Specialist” doesn’t mean you’ve mastered the field. Be humble, keep learning, and understand that the best digital marketers are those who:

  • Ask questions

  • Analyze before acting

  • Constantly iterate their approach

As one student said:

“I probably need to grow a little more to truly embody that title.”

That’s the mindset that will make you stand out.

🧭 Final Thoughts: It’s Time to Recalibrate

Social media and digital tools are powerful—but they’re not everything. Traditional media still has a place. Critical thinking still matters. The best campaigns blend old and new, fast and slow, flashy and fundamental.

Before your next campaign, ask yourself:

  • Does this serve a purpose—or am I just filling a feed?

  • Am I chasing metrics, or building meaning?

  • Would I still run this if no one could “like” it?

    📝 Pro Tip

    "Be proud of your training. Don’t let the philistines win."

    Be strategic. Be evidence-based. Be the expert your audience thinks you are—and then become even better than that.