University Graduate Employment

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There is much concern about the employment prospects of school and university graduates and the following article highlights some concerns and points on reasons including high school career counselling, parents, industry, universities and back grounded by ignorance of skills in demand.

One could add that societal attitudes and knowledge about science, maths or data and digital are low in Australian elites, meanwhile working age population aka baby boomers is in transition and meanwhile, many low level positions require university degrees as a minimum requirement.

Are there too many university graduates in the wrong disciplines with few employment opportunities?

Too Many University Graduates? (Image copyright Pexels)

Who’s really to blame for too many unwanted graduates?

By Tony Featherstone

February 7, 2019 — 12.01am

Why do thousands of young Australians enrol in the wrong university degree each year and overlook in-demand professions that are screaming for graduates.

In engineering generally, about 10,000 students graduate at our universities each year and about 16,000 engineers arrive here annually from overseas, according to Engineers Australia analysis. There would be a massive engineering shortfall without skilled migration.

It’s crazy that so few Australian students study software engineering, cybersecurity, artificial intelligence and other emerging fields, relative to industry demand, yet there is a growing surplus of graduates in the arts, journalism, law and other fields with fewer jobs.

The obvious culprit is universities. They have fanned a graduate glut – and a generation of students with high debt and diminished job prospects – by accepting more students into fields that already oversupplied….

….Industry, schools and students are part of the problem. Business complains about not enough graduates being developed in a new area, yet runs a mile when it has to fund university research or co-develop teaching courses. It’s easier to outsources graduate training to universities, take no risk and let taxpayers co-fund the learning. Then, whinge about universities.

Schools, too, can do more to encourage students to pursue in-demand occupations. I don’t know enough about career counselling at schools to form an opinion, but something must be wrong if so many students enrol in degrees that have terrible job prospects.

Perhaps school curriculums are not sufficiently aligned with the needs of universities. Industry berates universities for not producing enough graduates in areas with skill shortages, yet schools might not be producing enough students with the skill and passion to do engineering and similar courses at university.

Again, that’s changing as more boys and girls study science, technology, engineering and mathematics (STEM) subjects at school. But change is slow and off a low base – engineering, for example, has been crying out for more students, particularly women, for years.

Then there’s students and parents. We tell our kids to follow their passion when choosing a career: think with your heart rather than your head about a degree; take a year or two off for travel before university; chop and change degrees if you don’t like them.

That’s reckless advice. I’m not saying students should enrol in degrees they have low aptitude for, or will make them miserable. They must have an inclination, either natural or an ability to develop one, in any field to succeed in the long run.’

 

For more blogs and articles about higher education teaching, work skills, digital technology and science literacy click through.

 

 

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Immigration Population Growth Decline NOM Net Overseas Migration

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For the past 10+ years Australia, the Anglo and western worlds have been obsessing in the mainstream about ‘immigration’ and ‘population growth’ as negative factors for the environment, economy, quality of life, infrastructure, traffic congestion, ‘carry capacity’ etc. based upon misrepresentation and/or misunderstanding of data, analysis and facts.

However, in Australia as opposed to most nations, pension reform, introduction of superannuation, skilled permanent immigration and net financial contributions from temporary resident ‘churn over’ should maintain a balance between social responsibilities of the government and financial management.

In much of this public discourse, political lobbying and news based PR many facts and much data are distorted and/or ignored.  This includes conflation of permanent and temporary immigration, the ‘NOM net overseas migration’ (border movements) equated with directly with ‘(permanent) immigration’, definition change of the NOM (used only by UK, Australia and NZ) by the UN in 2006 inflating/spiking headline numbers, individuals whether international students, backpackers and other temporaries, along with Australians, caught up in the NOM are described as ‘immigrants’ (even when the majority have neither access to permanent residency nor an interest).

Further, false correlations are made with international data suggesting infinite population growth when peak fertility has long passed (ex sub Saharan Africa), comparisons made between different data sets, population is expected to peak (sooner rather then later according to some e.g. Deutsche Bank) and dismissing the impact of ageing work forces now retiring, increasing pension and related service responsibilities, with less tax payers in the permanent population; back grounded by a significant baby boomer ‘die off’ approaching.

This has been back grounded or reinforced by Nativist policies, creating fear, antipathy towards non-Europeans and encouraging isolationism e.g. strong borders, closed economies with tariff walls, low or no growth, and aspirations for ‘sustainable population’ (whatever that means).

The University of Melbourne’s Peter McDonald analyses further in an article for The Conversation:

Why cutting Australia’s migrant intake would do more harm than good, at least for the next decade

December 13, 2018 4.20pm AEDT

Australia’s population is among the fastest growing in the OECD with an increase of 1.7 per cent in 2016-17.

In Sydney and Melbourne traffic congestion has become so intolerable many believe a cut to migration would provide time for infrastructure such as roads and trains to catch up.

Net Overseas Migration was 262,000 in 2016-17, one of the highest levels on record.

They are all compelling reasons to cut the size of the migration program, right?

No, not right. Not at all.

Our migration program is no bigger than it was

Including the humanitarian movement, the government migration program has been set at a near-constant level of a little over 200,000 since 2011-12.

In 2017-18, although the level set in the budget remained above 200,000, the actual intake was 179,000, including an unusually large intake of refugees mainly from Syria and Iraq.

The combined Skilled and Family Streams fell short of the levels set in the budget by 28,000. The reasons for this shortfall are unclear.

‘Net overseas migration’ is different to migration

Net Overseas Migration includes the government program but also other movements in to and out of Australia which both add to and subtract from it.

The net effect of all of these movements can change the recorded “net overseas migration” in ways that are inconsistent with what’s been happening to the migration program.

If, for instance, the Australian economy picked up and fewer Australians decided to leave for better prospects overseas, recorded “net overseas migration” would increase even if the migration program hadn’t.

The two have been moving increasingly independently since mid 2006 when the Australian Bureau of Statistics changed its definition of “resident”, making temporary residents more likely to be counted in the population and their movements counted in net overseas migration.

Over the past five years, the number of international students arriving has increased every year but there have been few international student departures.

Inevitably, the departures of students will increase in future years and recorded net overseas migration will fall sharply again.

So, forget the near-record official net overseas migration figure of 262,000 – the underlying level of net overseas migration is more likely to be around 200,000. The underlying level of population growth is about 1.4%, and falling.

We’ll need strong migration for at least a decade

A new study by Shah and Dixon finds there will be 4.1 million new job openings in Australia over the eight years between 2017 and 2024.

Over two million of these new openings will be due to “replacement demand”, effectively replacing the retirements from the labour force of baby boomers.

There will not be enough younger workers arriving to fill the gap….

It means that without migration Australia would face a labour supply crunch unlike anything it has ever faced before.

Slowing or redirecting it won’t slow congestion…

…Net overseas migration of 200,000 per annum would give us 6.8 million more people of traditional working age by 2051 than would no net migration, but only 400,000 more people aged 65 years and over.

It would place Australia in a better position to support its aged population than any other country in the OECD.’

For more articles about Australian immigration news, demography, Nativism, NOM net overseas migration, population growth and international students.

 

 

 

EU – GDPR General Data Protection Regulation – US – Australia

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In the US and Australia there seems to be much ignorance and complacency on the potential impact of the EU GDPR General Data Protection Regulation on private data, data collectors e.g. government agencies, and commercial entities, accessing and using data for commercial reasons; underpinned by lack of citizens’ rights?

‘Data privacy rules in the EU may leave the US behind

January 24, 2019 8.03am AEDT

France made headlines on Jan. 21 for fining Google US$57 million – the first fine to be issued for violations of the European Union’s newly implemented General Data Protection Regulations. GDPR, as it’s called, is meant to ensure consumers’ personal information is appropriately used and protected by companies. It also creates procedures to sanction companies who misuse information.

According to French data privacy agency the National Commission on Informatics and Liberty (CNIL), which levied the fine, Google didn’t clearly and concisely provide users with the information they needed to understand how it was collecting their personal data or what it was doing with it. Additionally, CNIL said Google did not obtain user consent to show them personalized advertisements. For its part, Google may appeal.

In other parts of the EU, similar investigations are currently underway against FacebookInstagram and WhatsApp.

This case demonstrates the increasingly prominent role that the EU intends to play in policing the use of personal information by major companies and organizations online. The U.S. lags behind Europe on this front. As a researcher who studies computer hacking and data breaches, I’d argue the U.S. may have ceded regulatory powers to the EU – despite being the headquarters for most major internet service providers. Why has the U.S. not taken a similarly strong approach to privacy management and regulation?

Do individual Americans even care?

There’s no single answer to why the U.S. hasn’t taken similar measures to protect and regulate consumers’ data.

Americans use online services in the same way as our European counterparts, and at generally similar rates. And U.S. consumers’ privacy has been harmed by the ever-growing number of data breaches affecting financial institutions, retailers and government targets. The federal government’s own Office of Personnel Management lost millions of records, including Social Security numbers, names, addresses and other sensitive details, in hacks. My research demonstrates that hackers and data thieves make massive profits through the sale and misuse of personally identifiable information….

Companies don’t want these regulations

Social media sites’ and internet service providers’ resistance to external regulation is also a likely reason why the U.S. has not acted.

Facebook’s practices over the last few years are a perfect example of why and how legal regulation is vital, but heavily resisted by corporations…..

….Should the U.S. continue on its current path, it faces a substantial risk not only to personal information safety, but to the legitimacy of governmental agencies tasked with investigating wrongdoing.’

 

For more related blogs and articles on digital literacy, digital marketing, digital or e-consumer behaviour, EU GDPR and social media marketing, click through

 

Ageing Democracy, Nativism and Populism

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Liberal democracies in western world need to make sure they do not become populist gerontocracies with changing demographics creating elderly ‘Gerrymandering’ where influence and numbers of older voters (with short term horizons) increasing proportionally over younger generations with longer term interests but less voice and influence.

Western world electorates are ageing and impacting democracy

Ageing Demographics, Democracy and Populism (Image copyright Pexels)

From Alan Stokes of Fairfax round 2016 elections:

It’s on for old and old: younger voters don’t stand a chance

One startling statistic shows why 65+ voters hold all the power at this election – and it will only get worse for the young’uns.

This election will not be decided by modern issues or fashionable personalities. It will not be aimed at the nation’s future. It will be about living in the past.

The 2016 election will be decided more than any other by Australia’s elderly.

We have seen a surge in the share of voters aged 65 and over – wartime children and now baby boomers, many of whom once burnt bras, voted for Whitlam, had a day off work when Alan Bond won the America’s Cup in 1983 but then backed John Howard, pocketed huge superannuation tax breaks from the mining boom, banked capital gains from home ownership and negative gearing, and can afford to say now that 70 is the new 50……

…One startling statistic defines this reversal of the 1960s-70s-80s generation gap.

Since Kevin07 rode youthful exuberance to victory nine years ago, the number of enrolled voters aged 18-24 has increased 7.9 per cent, reflecting some improvement in encouraging younger people to enrol.

But the number of enrolled voters aged 65 and over has increased 34 per cent.

Yes, oldies are out-growing young’uns by a ratio of more than four to one….

…As I wrote last week, the youth have good reason to be revolting. The 65+ voter demographic makes up 22 per cent of the vote this time – more than twice the 10.6 per cent for 18- to 24-year-olds….

…..These revelations are not intended to deny the elderly their voice. Rather, they raise questions about the morality of voting for self-interest when you will not be around to carry the burden of your decisions.

The median projection from the Australian Bureau of Statistics suggest the numbers of Australians aged 65+ will have increased by 84.8 per cent between 2011 and 2031. The proportion of the population 65+ will have increased from 13.8 per cent to 18.7 per cent….

….And what if parties realise they can win elections by kow-towing to the older demographic and downplaying issues that matter to younger Australians? We have seen this already on same-sex marriage, a republic, climate change and housing affordability….

….Expect to see more youthful candidates revolting against the demographic demons. We can only hope they can get through to older voters because the future belongs to the children, not the parents and grandparents.

Such is life …

 

Meanwhile in Europe:

Is Pensioner Populism Here to Stay?

Oct 10, 2018 | EDOARDO CAMPANELLA
MILAN – The right-wing populism that has emerged in many Western
democracies in recent years could turn out to be much more than a blip on the
political landscape. Beyond the Great Recession and the migration crisis, both of
which created fertile ground for populist parties, the aging of the West’s
population will continue to alter political power dynamics in populists’ favor.

It turns out that older voters are rather sympathetic to nationalist movements.
Older Britons voted disproportionately in favor of leaving the European Union,
and older Americans delivered the US presidency to Donald Trump. Neither the
Law and Justice (PiS) party in Poland nor Fidesz in Hungary would be in power
without the enthusiastic support of the elderly. And in Italy, the League has
succeeded in large part by exploiting the discontent of Northern Italy’s seniors.
Among today’s populists, only Marine Le Pen of France’s National Rally (formerly
the National Front) – and possibly Jair Bolsonaro in Brazil – relies on younger
voters…

…Most likely, a growing sense of insecurity is pushing the elderly into the populists’
arms. Leaving aside country-specific peculiarities, nationalist parties all promise
to stem global forces that will affect older people disproportionately.
For example, immigration tends to instill more fear in older voters, because they
are usually more attached to traditional values and self-contained communities.
Likewise, globalization and technological progress often disrupt traditional or
legacy industries, where older workers are more likely to be employed.

At best we are observing very cynical politics, influencers and media endeavouring to confuse, create fear and anxiety amongst older demographics round populist themes such as immigration, globalisation, nativism and identity.

For more blog articles about nativism, NOM net overseas migration, and demography, Click through.

 

 

 

 

Student Copying, Plagiarism, Essay Factories and Ghost Writers

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A recent article from The Conversation analyses issues with plagiarism or cheating, especially amongst international students, although a little light on insight and innovative solutions e.g. why or why not use essays in assessment?

Essay factories and ghost writers have become an issue in international education especially.

Cheating Amongst University Students (Image copyright Pexels)

Doing away with essays won’t necessarily stop students cheating

December 20, 2018 6.06am AEDT

Julie Hare Honorary Fellow, University of Melbourne

It’s never been easier for university students to cheat. We just need look to the scandal in 2015 that revealed up to 1,000 students from 16 Australian universities had hired the Sydney-based MyMaster company to ghost-write their assignments and sit online tests.

It’s known as contract cheating – when a student pays a third party to undertake their assignments which they then pass off as their own. Contract cheating isn’t new – the term was coined in 2006. But it’s becoming more commonplace because new technologies, such as the smart phone, are enablers.

Cheating is taken seriously by universities and the national regulator, the Tertiary Education Quality and Standards Agency. Much of the focus has been on changing assessment tasks to ones deemed to be harder for a third party to undertake. This is called “authentic assessment”.

This type of assessment has been widely adopted at universities. They are comprised of tasks that evaluate knowledge and skills by presenting students with real-world scenarios or problems relevant to the kinds of challenges they would face following graduation. But new research found authentic assessment may be as vulnerable to cheating as other more obvious examples, such as essays.

What the research shows…

….They found, for both students and teachers, assessments with a short turnaround time and heavily weighted in the final mark were perceived as the tasks which were the most likely to attract contract cheating.

Assessments perceived as the least likely to attract contract cheating were in-class tasks, personalised and unique tasks, vivas (oral explanations of a written task) and reflections on practical placements. But these tasks were the least likely to be set by educators, presumably because they’re resource and time intensive….

…So what do we do about it?

This research provides yet more compelling evidence that curriculum and changes to teaching strategies and early intervention must be employed to support students’ academic endeavours…

…The data demonstrates assessment tasks designed to develop relevant professional skills, which teachers are highly likely to set, were perceived by students as tasks that can easily be cheated on. These might include asking accounting students to memorandums, reports or other communication groups to stakeholders, such as shareholders. In fact, among students from a non-English speaking background, the risks of cheating might actually increase for these tasks. This means authentic assessment might run the increasing risk of being outsourced.’

Solutions?

Related strategies could also include educating (international) students about ‘learning how to learn’ as used in Teaching English as a Foreign Language (TEFL) sector, discouraging rote learning and regurgitation, management supporting teaching and learning with appropriate funding and systems.  Related, less pressure on enrolment and retention rates, then more innovative ongoing assessments including shorter open book exams and in class assignments with focus upon higher level skills according to Bloom’s taxonomy i.e. analysis, synthesis and evaluation.

For more related articles and blog posts about academic integrity, assessment, copying, learning, pedagogy and student plagiarism click through.

 

 

 

 

Skills of Critical Thinking

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Critical thinking and related literacies are viewed as essential soft, work or life skills to be taught and learnt by school students, apprentices, trainees, university students, employees and broader society, but how?

Following is parts of an article from The Conversation focusing upon argumentation, logic, psychology and the nature of science to help people understand and analyse the world round us in an age of fake news, conspiracy theories, anti-science and anti-education sentiments.

‘How to teach all students to think critically

December 18, 2014 2.27pm AEDT

All first year students at the University of Technology Sydney could soon be required to take a compulsory maths course in an attempt to give them some numerical thinking skills.

The new course would be an elective next year and mandatory in 2016 with the university’s deputy vice-chancellor for education and students Shirley Alexander saying the aim is to give students some maths “critical thinking” skills.

This is a worthwhile goal, but what about critical thinking in general?

Most tertiary institutions have listed among their graduate attributes the ability to think critically. This seems a desirable outcome, but what exactly does it mean to think critically and how do you get students to do it?

So what should any mandatory first year course in critical thinking look like? There is no single answer to that, but let me suggest a structure with four key areas:

 

Argumentation

The most powerful framework for learning to think well in a manner that is transferable across contexts is argumentation.  Arguing, as opposed to simply disagreeing, is the process of intellectual engagement with an issue and an opponent with the intention of developing a position justified by rational analysis and inference.

 

Logic

Logic is fundamental to rationality. It is difficult to see how you could value critical thinking without also embracing logic.  People generally speak of formal logic – basically the logic of deduction – and informal logic – also called induction.  Deduction is most of what goes on in mathematics or Suduko puzzles and induction is usually about generalising or analogising and is integral to the processes of science.

 

Psychology

One of the great insights of psychology over the past few decades is the realisation that thinking is not so much something we do, as something that happens to us. We are not as in control of our decision-making as we think we are.  We are masses of cognitive biases as much as we are rational beings. This does not mean we are flawed, it just means we don’t think in the nice, linear way that educators often like to think we do.

 

The Nature of Science

Learning about what the differences are between hypotheses, theories and laws, for example, can help people understand why science has credibility without having to teach them what a molecule is, or about Newton’s laws of motion.  Understanding some basic statistics also goes a long way to making students feel more empowered to tackle difficult or complex issues. It’s not about mastering the content, but about understanding the process.’

 

This article is from 2014, however it is unclear what Federal and State Education Departments are doing to include the explicit teaching and learning of critical thinking skills to students via curricula and syllabi?

For more articles about university teaching and learning skills click through.

 

 

 

 

Hans Rosling – The facts and ignorance about population growth

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Don’t Panic – Hans Rosling Showing the Facts About Population

The world might not be as bad as you might believe!

“Don’t Panic” is a one-hour long documentary produced by Wingspan Productions and broadcasted on BBC on the 7th of November 2013.

‘With the world’s population at 7 billion and still growing we often look at the future with dread. In Don’t Panic – The Truth About Population, world famous Swedish statistical showman Professor Hans Rosling presents a different view…

… We face huge challenges in terms of food, resources and climate change but at the heart of Rosling’s statistical tour-de-force is the message that the world of tomorrow is a much better place than we might imagine.

World population growth has peaked and is in decline.

Population Growth Decline (Image copyright World Bank).

 

Professor Rosling reveals that the global challenge of rapid population growth, the so-called population explosion, has already been overcome. In just 50 years the average number of children born per woman has plummeted from 5 to just 2.5 and is still falling fast. This means that in a few generations’ time, world population growth will level off completely. And in what Rosling calls his ‘Great British Ignorance Survey’ he discovers that people’s perceptions of the world often seem decades out of date.

Highlights from Ignorance survey in the UK

Highlights from the first UK survey re ignorance of global trends. A preliminary summary by Hans Rosling, Gapminder Foundation, 3 Nov, 2013

Gapminder’s mission is to fight devastating ignorance about the world with a fact-based worldview that everyone can understand. We started the Ignorance Project to measure what people know and don´t know about major global trends.

The results indicate that the UK population severely underestimates the progress in education, health and fertility reduction in the world as a whole and in countries like Bangladesh, whereas they severely overestimate how much the richest countries have changed to renewable energy. It is noteworthy that the results from those with university degrees are not better than the average results, if anything they are worse. The results from UK are similar to those obtained by a 2013 survey in Sweden.

The aim of these surveys is to understand how deep and how widespread the public ignorance of major global development trends is in different countries. We are investigating the knowledge about the order of magnitude and speed of change of the most important aspects of the life conditions of the total world population. The first survey covered some major trends in demography, health, education and energy.

  1. In the year 2000 the total number of children (age 0-14) in the world reached 2 billion. How many do UN experts estimate there will be by the year 2100?
  2. What % of adults in the world today are literate, i.e. can read and write?
  3. What is the life expectancy in the world as a whole today?
  4. In the last 30 years the proportion of the World population living in extreme poverty has…
  5. What % of total world energy generated comes from solar and wind power? Is it approximately
  6. What is the life expectancy in Bangladesh today?
  7. How many babies do women have on average in Bangladesh?

 

Conclusions

Question 1: The answers reveal very deep ignorance about population growth. Only 7% know that the total number of children (below age 15) already has stopped increasing. Almost half of the respondents think there will be twice as many children in the world by the end of the century compared to the forecast of the UN experts.

Questions 2 and 3: Answers show that the respondents think the literacy rate and the life expectancy of the world population is around 50% and 60 years (median values), respectively. But these figures correspond to the how the world was more than 30 years ago.

Question 4: The results show that just 10% are aware of that the United Nations’ first Millennium Development Goal, to halve the world poverty rate, has already been met, even before the target year 2015. More than half think the poverty rate has increased. It is important to understand that random guessing would have yielded 33% correct answers. The result is therefore not due to lack of knowledge, rather it must be due to preconceived ideas. The results strongly indicate that the UK public has failed to be informed about the progress towards the first of the UN´s Millennium Development Goals.

Question 5: Two thirds of the respondents severely overestimate the present role of new renewable sources of energy in world energy production. The present proportion is close to 1%.

Questions 6 and 7: The respondents reveal a deep ignorance about the progress of Bangladesh during the last two to three decades. Only about one in ten know that life expectancy in Bangladesh today is 70 years and that women on average have 2.5 babies.

 

For more articles about population growth and immigration click through.

Understanding Digital Marketing – Student Course Book and Management Guide – Damian Ryan

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Understanding DIGITAL Marketing – Marketing strategies for engaging the digital generation.

Course Book from Damian Ryan and Calvin Jones, 2009, Kogan Page.

Following is a university or higher education course book for digital marketing including preface from the author Damian Ryan and table of contents including key features or components of digital marketing culture and practice.

Marketing strategy and management of in the digital era requires new approaches and understanding in both teaching and management.

Understanding Digital Marketing – Damian Ryan (Image copyright LinkedIn/Kogan Page)

Top down traditional marketing precludes synchronous feedback with horizontal and bottom-up communication as central to digital marketing strategy of systems via social media carrying WOM word of mouth of authentic messages that cannot be controlled by marketing ‘commissioners’.

First some quotes:

We look at the present through a rear-view mirror. We march backwards into the future. (Marshall McLuhan)

The press, the machine, the railway, the telegraph are premises whose thousand-year conclusion no one has yet dared to draw. (Friedrich Nietzsche)

Whoever, or whatever, wins the battle for people’s minds will rule, because mighty, rigid apparatuses will not be a match, in any reasonable timespan, for the minds mobilized around the power of flexible, alternative networks. (Manuel Castells, author of The Network Society)

 

Preface: Welcome to a brave new world

The world of digital media is changing at a phenomenal pace. Its constantly evolving technologies, and the way people are using them, are transforming not just how we access our information, but how we interact and communicate with one another on a global scale. It’s also changing the way we choose and buy our products and services.

People are embracing digital technology to communicate in ways that would have been inconceivable just a few short years ago. Digital technologies are no longer the preserve of tech-savvy early adopters, and today ordinary people are integrating them seamlessly into their everyday lives. From SMS updates on their favourite sports teams, to a free video call with relatives on the other side of the globe, to collaborative online gaming and much, much more: ordinary people – your customers – are starting to use digital media without giving it a second thought.

The global online population was around 1.3 billion at the end of 2007. Projections suggest that figure will hit 1.8 billion by 2010. In the developed world internet access is becoming practically ubiquitous, and the widespread availability of always-on broadband connections means that people are now going online daily to do everything from checking their bank statement, to shopping for their groceries, to playing games.

What makes this digital revolution so exciting is that it’s happening right now. We’re living through it, and we have a unique opportunity to jump in and be part of this historical transition.

In the pages that follow we’ll take you on a journey into the world of digital marketing. We’ll show you how it all started, how it got to where it is today, and where thought leaders in the industry believe it’s heading in the future. Most importantly of all we’ll show you – in a practical, no nonsense way – how you can harness the burgeoning power of digital media to drive your business to the crest of this digital marketing wave, and how to keep it there.

This digital marketing book will:

  • help you and your business to choose online advertising and marketing channels that will get your ideas, products and services to a massive and ever-expanding market;
  • give you that elusive competitive edge that will keep you ahead of the pack;
  • future-proof your business by helping you to understand the origins of digital marketing and the trends that are shaping its future;
  • give you a concept of the scale of the online marketplace, the unfolding opportunities and the digital service providers who will help your business to capitalise on them;
  • provide practical, real-world examples of digital marketing successes – including leading brands that have become household names in a relatively short space of time;
  • offer insight through interviews, analysis and contributions from digital marketing experts;
  • ultimately, give you the tools you need to harness the power of the internet to take your business wherever you want it to go.

 

We set out to unravel the mysteries of digital marketing by taking you on a journey. As we travel into this digital world we’ll reveal how leading marketers in sectors as diverse as travel, retail, gambling and adult entertainment have stumbled on incredibly effective techniques to turn people on to doing business online, reaping literally millions as a result. We’ll show you how to apply their experience to transform your own digital enterprise.

Whether you are looking to start up your own home-based internet business, work for a large multinational or are anywhere in between, if you want to connect with your customers today and into the future, you’re going to need digital channels as part of your marketing mix. The internet has become the medium of choice for a generation of consumers: the first generation to have grown up taking instant access to digital information for granted. This generation integrates digital media into every facet of its daily lives, in ways we could never have conceived of in even the recent past. Today this generation of digital natives is entering the workplace and is spending like never before. This is the mass market of tomorrow, and for business people and marketers the challenge is to become fluent in this new digital language so that we can talk effectively to our target audience.

Television froze a generation of consumers to the couch for years; now digital media are engaging consumers and customers in ways that the early architects of the technology could never have dreamed of.

When the Apple Mac came along it opened up the art of publishing, and as a result print media boomed. Today, the same thing is happening online, through the phenomenon of user-generated content (UGC) and social networking: ordinary people are becoming the directors, producers, editors and distributors of their own media-rich content – the content they, their friends and the world want to see. But that’s only the start. Prime-time television audiences are falling, print media are coming under increasing pressure to address dropping circulation figures and – while the old school sits on the sidelines, bloated and slowly atrophying – digital media have transformed themselves into a finely tuned engine delivering more power, opportunity and control than any other form of media could dream of. In other words – it’s time to follow the smart money!

Over the last 15 years I’ve had the absolute pleasure and pain of working at the coalface of the burgeoning and insistent new media. I’ve met lots of smart people and spoken to literally hundreds of organisations with massively diverse and challenging agendas. The one common factor was a hunger for data and knowledge: anything that would give their particular brand that elusive competitive edge.

When putting this book together we wanted to make it as informative and practical as possible. Each chapter begins with a summary of its content, so you can easily browse through the chapters and select the one that addresses the topic you’re interested in. We’ve purposely left out the jargon – and where technical terms have been absolutely necessary we supply a clear definition in the text, backed up by a complete glossary at the back of the book that explains all of the terms we use in plain English. The result, we hope, is a book that is clear, informative and entertaining, even for the complete digital novice.

In your hands you hold what independent marketers around the world have been crying out for: a book that shows you how to use the internet successfully to sell your products or services. We begin with the origins of the medium and take you through the various disciplines of digital marketing campaigns. We travel around the world collecting facts, figures, comment and opinion from acknowledged experts, brands and organisations in different fields, getting them to spill the beans on how the net delivered the goods for them.

We’ll look in detail at areas like search marketing and affiliate marketing, we’ll delve into e-mail marketing and creative online executions and look at various digital marketing strategies, some moral, some less so.

In Amsterdam last year, I was granted a late-night audience with some of the best ‘Black Hat’ marketers in the world. These people, who will remain nameless, earn their living scuppering the efforts of competing brands in the digital marketplace. Black Hat marketing is real – and it can do real damage to your business. We explain what it is and, more importantly, give you some practical steps you can take to help protect your business against it.

It took television 22 years to reach 50 million households – it took the internet just five to achieve the same level of penetration. Things are progressing at an unbelievable rate, and we’re approaching a pivotal point in marketing history – a time when digital marketing will overtake traditional mass media as the medium of choice for reaching the consumer of tomorrow.

In the summer of 1993 I interviewed Jerry Reitman, head of direct marketing for Leo Burnett in Chicago, for my magazine goDirect. During our conversation Jerry pointed at the computer on his desk and said: ‘And that. . . that’s where it’s going.’ I wondered what he was talking about.

Fifteen years on and practically the entire population is online. Consumers have grown tired of mass media marketing and are turning instead to the internet. They want more engagement, more interaction. They’re starting to spend most of their leisure time in a digital world, and creative digital marketing is the way your business will reach them. Welcome to my world. . . Damian Ryan

Table of contents

  1. Going digital – the evolution of marketing
    2. Strategic thinking
    3. Your window to the digital world
    4. The search for success
    5. Website intelligence and return on investment
    6. E-mail marketing
    7. Social media and online consumer engagement
    8. Online PR and reputation management
    9. Affiliate marketing and strategic partnerships
    10. Digital media creative
    11. A lot to look forward to
  • The future’s bright: head towards the light
  • Word of mouth: savvy consumers control the future
  • Search: a constantly evolving marketing powerhouse
  • Mobile: marketing on the move
  • Tracking and measuring human behaviour In-game advertising
  • Holistic marketing: blurring lines and integrating media
  • Dynamic, unpredictable, exciting – and essential

 

For more articles about digital marketing lecturing and the teaching of the same, click through.

 

University Student Learning – Digital Marketing Skills for Work

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How does a university, or even high school student acquire digital marketing skills and related employment?

There is a now clear crossover between seemingly mutually exclusive disciplines language, communications, information systems, websites and marketing.  Following is a helpful article from Kim Le via Marketing.com.au:

5 Tips for University Students to Help Kickstart Your Career in Digital Marketing

October 16, 2018 By Kim Le

Having been born a first-generation Australian with immigrant parents who value good education, I was always pushed to perform the best academically. Against their will for me to study Medicine or Law, I’m currently completing my double bachelor’s degree in Business and Information Technology, majoring in Marketing and Enterprise Systems Development at the University of Technology, Sydney…..

How can university students learn digital marketing?

Digital Marketing Internships (Image copyright Pexels)

….As one of the countless number of students approaching their final years of tertiary studies, it was only natural for me to begin to contemplate about which career path I should take. It wasn’t until my 4th year at university that I discovered digital marketing was the perfect bridge between my two university degrees. The more I researched about the industry, the more intrigued I became. For those students who are looking to get started in digital marketing, these are the steps I took which I believe helped me get my first job in digital marketing, and I don’t doubt that it will help you too.

  1. Start a Blog or Website

If you don’t already have a blog or website, start one! If you’re a beginner, blogs are super easy to make, they’re free, and anyone can do it. WordPress is a great platform to use for both blogs and websites and having one will allow you to practice and improve your design, SEO, social media, basic programming and marketing skills. Your employers will also look upon it favourably!

  1. Don’t Just Rely on What You’ve Learnt at University

Marketing subjects at university teach very broad concepts and usually don’t delve deep enough into digital marketing…..In my degree, the elective subject Digital Marketing and Social Media is the only subject which concentrates on digital marketing concepts. Because the options for digital marketing subjects available were limited, I found it difficult to acquire an in-depth knowledge about digital concepts. It would be highly beneficial for students like myself who are interested in the digital world if universities could incorporate more core digital marketing subjects in their curriculum.

  1. Search for Opportunities Yourself

The world of digital marketing is constantly growing and is extremely competitive. With a lot of entry or intern marketing positions nowadays looking for interns or graduates with ‘at least 2 years previous marketing experience required’, it’s a small wonder why many students like myself are finding it difficult to get our foot in the door in the digital marketing industry.

  1. Grasp Every Opportunity

Push yourself out of your comfort zone and grasp every opportunity that comes your way. I received an email one day from UTS Careers services about Digital Cadets, a free one-day digital marketing event, hosted by Indago Digital. I didn’t have to think twice about applying because digital marketing events and opportunities don’t come by very often and I thought it would be a great opportunity to learn more about digital marketing from industry professionals.

  1. My First Digital Marketing Job with Indago Digital

A few weeks after the event, I reached out to Indago Digital to provide feedback for the event as well as inquire about their current positions and internships. A staff member was quick to respond, and I had an interview scheduled for the following week. The first part of the interview process was with the Managing Director, Gary, to get to know more about me. I then proceeded onto the second step, which involved a skills test to examine if I was a good fit for the role. I was able to successfully pass the test and began my internship at Indago Digital not long after.’

 

One could also add that the ATDW Australian Tourism Data Warehouse Marketing e-kit is a very useful resource for those learning about digital marketing, especially sole or small business in tourism and hospitality, plus other services.

For more articles about digital marketing, SEO etc. click through.

 

 

Population Ageing – Populist Politics

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With ageing societies, living longer, back grounded by increasing mobility of youth and working age, are younger generations viewed as a threat and going to be disadvantaged by upper median age voting demographics, led on by Nativist and populist politicians?

‘From Project Syndicate.

Is Pensioner Populism Here to Stay?

Oct 10, 2018 EDOARDO CAMPANELLA

It is often assumed that the rise of populism in Western democracies is primarily a response to economic insecurity and anger toward privileged elites. But the fact is that neither of those sentiments can be understood without also accounting for the political consequences of population ageing.

Elderly including pensioners living longer are voting for populist leaders and against youth.

Ageing Voters and Populism versus Youth? (Image copyright Pexels).

MILAN – The right-wing populism that has emerged in many Western democracies in recent years could turn out to be much more than a blip on the political landscape. Beyond the Great Recession and the migration crisis, both of which created fertile ground for populist parties, the ageing of the West’s population will continue to alter political power dynamics in populists’ favour….

….Britons voted disproportionately in favour of leaving the European Union, and older Americans delivered the US presidency to Donald Trump. Neither the Law and Justice (PiS) party in Poland nor Fidesz in Hungary would be in power without the enthusiastic support of the elderly. And in Italy, the League has succeeded in large part by exploiting the discontent of Northern Italy’s seniors. Among today’s populists, only Marine Le Pen of France’s National Rally (formerly the National Front) – and possibly Jair Bolsonaro in Brazil – relies on younger voters……

…Most likely, a growing sense of insecurity is pushing the elderly into the populists’ arms. Leaving aside country-specific peculiarities, nationalist parties all promise to stem global forces that will affect older people disproportionately.

For example, immigration tends to instil more fear in older voters, because they are usually more attached to traditional values and self-contained communities….

….By backing right-wing populists, older voters hope to return to a time when domestic affairs were insulated from global forces and national borders were less porous. At the heart of today’s nationalist politics is a promise to preserve the status quo – or even to restore a mythical past.

Hence, nationalist politicians often resort to nostalgic rhetoric to mobilise their older supporters. For his part, Trump has pledged to bring back jobs in the American Rust Belt, once the centre of US manufacturing. Likewise, there could be no clearer symbol of resistance to change than his proposed wall on the US-Mexico border. And his crackdown on illegal immigration and ban on travellers from predominantly Muslim countries signals his commitment to a “pure” American nation.

Similarly, in continental Europe, right-wing populists want to return to a time before the adoption of the euro and the Schengen system of passport-free travel within most of the EU. And they often appeal directly to older voters by promising to lower the retirement age and expand pension benefits (both are flagship policies of the League).

In the United Kingdom, the “Leave” campaign promised vindication for those who have been left behind in the age of globalisation. Never mind that it also touted the idea of a free and independent “Global Britain.” The Brexiteers are not known for their consistency.

At any rate, to the extent that today’s populist wave is driven by demographics, it is not likely to crest anytime soon. In greying societies, the political clout of the elderly will steadily grow; and in rapidly changing economies, their ability to adapt will decline. As a result, older voters will demand more and more socioeconomic security, and irresponsible populists will be waiting in the wings to accommodate them…..

For related blogs and articles about population growth (and decline), immigration and NOM net overseas migration click through.

 

 

How Should Digital Marketing be Taught?

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Marketing has changed significantly in the past ten or fifteen years due to digital channels and more services versus products.  This impacts not just what expertise or qualifications lecturer, teacher or tutor needs, but how marketing is taught in the classroom and coursebooks used e.g. inclusion of relevant digital content and a change in concepts.  Digital communication technology leverages word of mouth and horizontal communication while precluding control of messages.

Teaching, tutoring or lecturing for digital marketing

Digital Marketing Requires Different Teaching and Lecturing Expertise

Following is an introductory summary to teaching marketing round digital concepts in the classroom:

Marketing Digital Offerings Is Different: Strategies for Teaching About Digital Offerings in the Marketing Classroom.

Scott D. Roberts The University of the Incarnate Word, San Antonio, Texas, USA Kathleen S. Micken Roger Williams University, Bristol, Rhode Island, USA

‘Digital offerings represent different challenges for marketers than do traditional goods and services. After reviewing the literature, the authors suggest ways that the marketing of digital goods and services might be better presented to and better understood by students……. The authors also present specific suggestions for assignments and class discussions to foster students’ critical thinking about the marketing implications surrounding digital offerings.

When the U.S. economy shifted away from its manufacturing base, services marketing theory arose to help marketers deal with the unique nature of the increasingly intangible offerings (Berry 1980). More recently, the economy has shifted again, driven by digital technologies. Not only have products been digitized, but information and communication technologies have also made it possible to distance producers from consumers, both in space and time. Marketing practice has responded to this environmental change, but academic marketing thinking has not come as far.

We first became aware of the problem while teaching MBA students concentrating in digital media management. For their marketing management course, we used Kotler and Keller’s (2009) Marketing Management. Kotler’s work has arguably been one of the central repositories of marketing’s received theories and ideas. We quickly realized, however, that the discussion of the digital offerings that these students were so engaged with (film, music, and video games) was lacking……

…..How has the marketing discipline responded? Our purpose here is not to suggest that there has been a dearth of literature about the impact of digital technology but rather that there are significant gaps in the literature about how to address digital offerings conceptually….What is missing, however , are pedagogical proposals for teaching about the challenges of marketing digital offerings.

The need to fill this gap comes not only from marketing practice, but also from accrediting bodies. The 2013 Association to Advance Collegiate Schools of Business (AACSB) standards man date that business programs include learning experiences that help students understand the integration of information technology in business…. Clearly, it is time to equip our students with tools for understanding and embracing all things digital. And it is time to equip faculty with the tools to do so. Faculty are faced with students for whom digital offerings are pervasive, yet who need to learn how to market those offerings strategically…..

IHIP framework of Intangibility, Heterogeneity, Inseparability and Perishability

This IHIP paradigm, however, did not anticipate digital offerings. At its core, a digital offering is made up of data files (recorded ones and zeros) stored on either the drives/media of consumers or on the servers of marketers/facilitators (e.g., in the cloud). These files come together in the form of solutions (bundles of benefits) for consumers.

Many traditional offerings have become available digitally including maps, tax preparation, customer service, reference sources, higher education, and distance medical consulting….. when applying the IHIP framework to digital offerings, some significant differences arise, both in terms of the features of the offerings as well as the attendant marketing challenges…..

Digital technologies have become ubiquitous in marketing. In adjusting pedagogy to acknowledge these changes, marketing faculty have begun to incorporate more technology in the classroom, have begun to address the new options available to marketers for engaging with customers, and in some cases have created not only new courses but also new majors/concentrations.

External forces also propel this movement forward: accrediting agencies and organizations seeking interns and employees who understand the technology as well as how to use it strategically.

The production of unifying marketing frameworks has not always kept pace with the speed of digital business evolution, and thus marketing texts are not providing timely structures for conceptualizing these changes. This paper suggests ways faculty can effectively use the existing services marketing IHIP framework, but also presents the deviations from it necessitated by digital offerings.

Additionally, we offer suggestions for assignments and discussion probes to augment faculty presentations. Faculty may find the suggestions here helpful in organizing their own thinking about these issues, which in turn will help move the discipline forward.’

 

Kotler has recently published a related book ‘Marketing 4.0’ see Digital versus Traditional Marketing.

Click through for details about SEO search engine optimisationdigital marketing and teaching or learning.

Trends in Digital Marketing and Business Strategy

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Technology, data and design are key to successful organisations, supported by the right culture, what are the latest trends?

Curiously, while speaking of customer experience CX and their ‘journey’, there is little focus upon customer driven strategies or CGM customer generated media content that is informed, logical, authentic and economic?

‘From Prateek Vatash of Econsultancy via AMI Australian Marketing Institute – Digital Intelligence Briefing – Executive Summary

Econsultancy’s 2018 Digital Trends report, published in association with Adobe, is based on a global survey of 12,795 marketing, creative and technology professionals in the digital industry across EMEA, North America and Asia Pacific.

Now in its eighth year, the research looks at the most significant trends that will impact companies in the short to medium term. As part of this year’s study, we have also identified a number of top-performing companies in order to identify how they are focusing their activities and investments differently compared to their peers.

High-performing companies are those organisations that exceeded their top 2017 business goal by a significant margin, and who have also significantly outperformed their competitors.  Key insights from the research include:

 

Companies continue to focus on the customer experience (CX), as well as the content required to facilitate this. Organisations committed to CX are shown to outperform their peers.
– Asked about the single most exciting opportunity for the year ahead, optimising customer experience (19%) again comes out on top, ahead of data-driven marketing that
focuses on the individual (16%) and creating compelling content for digital experiences (14%).
– Organisations with a ‘cross-team approach with the customer at the heart of all initiatives’ are nearly twice as likely to have exceeded their top 2017 business goal by a significant margin (20% vs. 11%).
– Just under two-thirds (62%) of companies agree they have ‘a cohesive plan, long-term view and executive support for the future of [their] customer’.
– The top strategic priority for organisations in 2018 is content and experience management. Almost half (45%) of companies surveyed rank this as one of their three most important priority areas for the year ahead, with a fifth (20%) stating that this is their primary focus.

 

We are entering a ‘design and creativity renaissance’, with top-performing companies recognising the importance of these capabilities to complement data and technology excellence.
– The survey has found that just under three-quarters (73%) of respondents say their companies are investing in design to differentiate their brands.
– Organisations describing themselves as ‘design-driven’ are 69% more likely than their peers to have exceeded their 2017 business goals by a significant margin (22% vs. 13%). – – Similarly, organisations where creativity is highly valued are 46% more likely to have exceeded their 2017 business goals by a significant margin (19% vs. 13%).
– Organisations that ‘have well-designed user journeys that facilitate clear communication and a seamless transaction’ are 57% more likely to have significantly surpassed their 2017 business goals (22% vs. 14%).

 

Investment in technology and related skills is paying dividends, with integrated platforms fast-becoming a prerequisite for success.
– A lack of integrated marketing technology reduces the chances of providing a seamless customer experience and can also be frustrating for marketers and other employees who want to go about their jobs without unnecessary restrictions in their ability to acquire, retain and delight customers.
– In terms of their tech setup, 43% of organisations report a fragmented approach with inconsistent integration between technologies. Top-performing companies are almost three times as likely as their mainstream peers to have invested in a highly-integrated, cloud-based technology stack (25% vs. 9%).
– Digital skills are vital for a range of marketing tools and platforms. Almost three-quarters (73%) of respondents agree that their companies are ‘combining digital marketing skills with technology’. Companies doing this are nearly twice as likely to have surpassed their 2017 business goals by a significant margin (20% vs. 11%), according to our analysis.

 

AI set to play a growing role in helping marketers to deliver more compelling real-time experiences.
– When asked about the themes and technologies they are most excited about over a three-year time frame, ‘delivering personalised experiences in real time’ is by far the most popular choice across all regions, with more than a third (36%) of company respondents, and 40% of their
agency counterparts, selecting this option.
– Top-performing companies are more than twice as likely as their peers to be using AI for marketing (28% vs. 12%). Only 15% of companies are already using AI, but a further 31% are planning to do so in the next 12 months. Looking only at respondents with annual revenues of more than £150m, the proportion of organisations using AI increases to 24%.
– Analysis of data is a key AI focus for businesses, with companies keen to create insight out of the vast quantities of often unstructured data being generated by customers’ activity. On-site personalisation is the second most-commonly cited use case for AI.’

For more article about digital marketing and consumer behaviour click through

Digital vs. Traditional Marketing – Kotler

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Digital vs. Traditional Marketing – Kotler

Digital marketing facilitates WOM word of mouth and horizontal communication within any target market with the customers being central in strategy and outcomes, complemented by more detailed ROI, and requiring more analysis of digital or e-consumer behaviour.  The digital marketing strategy should be viewed as the system or software development lifecycle is, along the customer journey, based upon user or customer input making the system live, dynamic and relevant.

What are the differences and similarities between traditional and digital?

Philip Kotler – Traditional to Digital Marketing (Image copyright Marketing insider Group)

Following is a summary of Philip Kotler’s Marketing 4.0 from The Marketing Journal (Kotler, Kartajaya & Setiawan 2018)

‘Marketing 4.0 is the sequel to our widely-recognized concept of Marketing 3.0, which calls for brands to touch the human spirit.

Digital technology is increasingly moving at the heart of most modern businesses today. As OECD states, digital economy is fast percolating a wide range of industries, from bank­ing, energy and transportation to media and health. No wonder thus how often we hear of the word ‘dis­ruption’ in the context of business.

Moving towards marketing 4.0 requires balancing our use of machines and devices with human contact to strengthen customer engagement.

 

From Traditional to Digital Marketing

As we move from traditional to digital, market­ing has undergone fundamental transformation in the way its various elements are incorporated. Let’s take a look at the four most critical shifts:

From ‘Segmentation and Targeting’ to ‘Customer Community Confirmation’

For brands to be able to penetrate these com­ munities and get their messages across effectively, they need to fit in naturally – acting as friends, showing care and genuine concern to address cus­tomers’ needs and wants. In essence, the process of segmentation, targeting and positioning is made more transparent.

 

From ‘Brand Positioning and Differentiation’ to ‘Brand Characters and Codes’

In this age of digital marketing, a brand needs to be dynamic and versatile in what messages it delivers and how. But what should remain consis­tent is the brand’s character and codes, regardless of the content of the messages that it delivers. The brand’s character – its raison d’être- is what defines its personality, it is what makes the brand stand true to its core, even if the outer imagery is flexible – think Google (with its ever-changing Doodles) or MTV – how they remain flexible with their varying designs, yet solid as brands.

 

From ‘Selling the 4P’s’to ‘Commercializing the 4C’s’

In view of greater connectivity in the digital economy, armed with increased customer partic­ipation, we reckon the emergence of a new set of marketing mix, the 4C’s – co-creation, currency, communal activation, and conversation.

Traditional customer service revolves around treating customers as kings, but in the collabora­tive customer care approach, they are viewed as equals. While customer service would focus solely on addressing their concerns while still attempting to stick to strict guidelines and standard operating procedures, collaborative care would put genuine effort into listening and responding to the cus­tomer, consistently following through, on terms agreed upon by both company and customer. In the connected world, this collaborative process is more relevant to customer care wherein customers are invited to participate in the process by using self-service facilities.

 

Integrating Traditional and Digital Marketing

Industry observers have been debating for a while whether traditional marketing is dead, in view of the rising influence of, and marketing spend in, digital marketing. What we believe however is that digital is not supposed to replace traditional marketing. Both are meant to co-exist and have their own roles to play across the customer journey.

Traditional marketing is still quite effective in building awareness and interest in brands, but digital marketing plays a more prominent role as customers go on to build closer relationships with brands. The goal of digital should be to drive action and advocacy, and in view of greater accountability, the focus should be on driving results, as opposed to traditional marketing where the focus should be on initiating customer interaction. In essence, Marketing 4.0 aims to help marketers identify and prepare for the shifting roles of traditional and dig­ital marketing in building customer engagement and advocacy.’

 

What does this all mean?

  • Digital marketing should not be viewed simply as a technical channel for budget allocation, while it includes community, word of mouth or horizontal communication with social media channels.
  • Underlying brand character remains the same but with constant customer participation and collaboration as per the 4C’s customer generated content, authenticity, horizontal communication via word of mouth, and reinforcement of the message.
  • Digital should complement traditional marketing’s building awareness and interest with customer interaction, also analysis of customer engagement, decision and action to inform ROI well.
  • Marketing strategy (development) should be viewed as a dynamic system, not unlike the systems or software development lifecycle (SDLC) for the duration of the customer journey.
  • Any system must to be based upon the needs of all stakeholders including customers, personnel, and users by continuous feedback for analysis (of outcomes) to inform improvements (including ROI).

 

For more blog articles about digital marketing and consumer behaviour click through to blog Education, Training and Society.

References & Bibliography:

Kotler, P, Kartajaya, H & Setiawan, I 2016, Marketing 4.0: Moving from Traditional to Digital, Wiley, New Jersey.

Kotler, P, Kartajaya, H & Setiawan, I 2018, ‘Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human’, The Marketing Journal, viewed 6 August 2018, <http://www.marketingjournal.org/marketing-4-0-when-online-meets-offline-style-meets-substance-and-machine-to-machine-meets-human-to-human-philip-kotler-hermawan-kartajaya-iwan-setiawan/&gt;

 

 

Focus Group Feedback – Qualitative Data Analysis – Grounded Theory & Coding

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Focus Group Feedback – Qualitative Data Analysis – Grounded Theory & Coding

 

Potential respondents must have the ethics of research explained before any interview or feedback, not only verbally at start of an interview or related interaction, but inclusion on a briefing document explaining study and research, storage of data, along with ethics.

Focus Group Interviews

 

Focus interviews, individual or via a group, based on psychoanalysis, can be very adaptable, allow expression of body language, in addition to concept checking or informal communication which would be precluded by the written form.  However, there are disadvantages, interviews can be very time consuming to conduct, transcribe, code and analyse when using open questions to elicit perceptions, attitudes and experience of the research area, plus they can be subjective or prone to bias.  On the other hand, they are useful to explore same perceptions etc., then importantly, used to inform a valid survey or data collection instrument or further research (Bell, 2005).

 

Types of interview include structured e.g. answering survey face to face, semi-structured and unstructured, the latter allows good quality data to be offered.  The unstructured interview can offer an opportunity for an industry person to explain and elaborate on issues that have emerged organically, that would have otherwise remained unknown and ignored (Ibid.).

 

Focus Group Interview Feedback Respondents

 

The ‘Focus Respondents’ for this research study included two former international students now professionals with digital literacy, two international education marketing (and admissions) managers for large multinational education providers and two more senior ‘Focus Respondents’ who manage within international education, but without formal marketing background.

 

‘Focus Respondents’ were asked open questions based upon the literature and round the information search process with any critical issues, key words, processes or phenomenon to be expressed, not in long narrative for full transcription, but abbreviated for notes and action coding.

 

It was explained to focus respondents, to give them structure or context, that the general focus was decision making behaviour process, represented by a five-stage model:

 

Purchase Decision Making Model

 

Five Stage Purchase Decision Behaviour Model or Process (simplified)

  • Recognition of Need
  • Information Search
  • Evaluation of Alternatives
  • Purchase Decision
  • Post Purchase Behaviour

(Kotler & Keller, 2012).

 

From same focus interviews regarding information search or discovery process, the research elicited factors or latent variables, then quantified by survey to analyse for significance of these factors in ‘optimal marketing and communications’.  These factors and construct can then be used to develop an information seeking construct and a useful template for industry.

Next step is to deliver survey to a hopefully significant sample population to then ground any marketing strategy development.

 

Reference List:

 

Bell, J. (2005) Doing Your Research Project. (4th Ed.). Maidenhead: Open University Press.

 

Kotler, P. & Keller, K. (2012) Marketing Management. (14th Ed.) Upper Saddle River: Pearson Education – Prentice Hall.

Focus Group Research then Survey for Digital e-Marketing Strategy Development

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Digital or e-Marketing Research for Strategy Development

 

Conducting Qualitative and Quantitative Feedback – Focus Respondent Interviews for Survey Instrument Development

 

Following outlines steps in applying research techniques for marketing using a MBA cohort of professionals of diverse backgrounds mostly based in Europe.

Limited interviews, both face to face and email based, were conducted with selected former students and industry stakeholders for experiential feedback to ascertain or confirm important factors.  After analysis of feedback, this led onto the development of a simple survey instrument with the factors or clusters of elicited, making up dimensions or phases (Saunders et al., 2009).  One could then measure or relate the importance of each factor in the information search amongst a related population or student cohort, then drawing inferences, but neither correlations nor causal relationships.

 

While optimal language and communication skills are important for questionnaires, there must be a process of researching, identifying and forming the questions to be included in a survey, that leads to valid and reliable data for analysis; one cannot go back after collecting survey data.

 

Ordinal Likert scales can be used to assess the strength of perceptions on relevant factors, on a three, five or seven-point range and can indicate order e.g. not very important through neutral to very important.  Ideally scales are applied to many factors or questions leading to inference of a construct explaining the research focus.  In this study, simply assessing relevance of each factor grouped as phases or dimensions for inclusion e.g. if deemed to be important or very important by students (Bell, 2005).

 

While the quantitative data collection or survey was a ‘probability sample’ or ‘representative sampling’ i.e. all from the same online MBA cohort, to allow inferences to be made about the population, the ‘Focus Respondents’ informing the survey development represented ‘non-probability’ sampling for convenience or streamlining.

 

By accessing ‘Focus Respondents’ and gaining input from potential population, also including informed input from industry personnel, industry and scholastic research; a valid survey instrument could be developed (Saunders at al., 2009).

 

The sample population of university students surveyed represent the population’s ‘information seeking’ behaviour, through collecting quantitative data from this representative sample of enrolled European University students in online MBA program.

 

Ideally this could have been expanded further amongst other sample populations for comparison and cross tabulation, but the scope of this study precluded inclusion, however actual colleges, public organisations and SME business workplaces can replicate the process.

 

Reference List:

 

Bell, J. (2005) Doing Your Research Project. (4th Ed.). Maidenhead: Open University Press.

 

Saunders, M., Lewis, P. & Thornhill, A. (2009) Research Methods for Business Students. (5th Ed.) Harlow UK: Pearson Education Ltd.

 

 

How to Research the Digital Customer Journey

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Related Research on International Student or Customer Information
Seeking Journey

 

This study started with individual focus input from a limited number of former international students and stakeholders giving open and related feedback on information seeking factors; mirroring grounded research techniques allowing issues to emerge within time and resource constraints (Strauss & Corbin, 1990).

 

This study, through qualitative techniques of literature review, with stakeholder feedback from both students and marketers, was followed by quantitative measurement of data from a modest but relevant sample student population, using descriptive statistics i.e. data tables, informing a construct with analysis, then discussion and recommendations.

 

Good starting point for qualitative research is ‘grounded theory’, a methodology to allow issues to emerge from focus respondents; this was partially replicated, but in an abbreviated or streamlined version.

 

Qualitative Research – Grounded Research Theory & Inductive Approach

 

Qualitative data from interviews or focus respondent feedback can be used for the ‘Inductive Approach’ (to inform survey instrument) exemplified by fluid theoretical framework, identification of relationships in the data for potential hypotheses, then theory emerges from this process.  Further, there are various types of approach e.g. summarising meaning or ‘condensation’, categorisation or ‘grouping’ and structuring or ‘ordering’ leading to a narrative, this approach avoids becoming caught in a deductive process of proving theory (Saunders, 2009).

 

Further, analysis of the emergent qualitative data allows comprehension, integration, pattern recognition, then potential development or testing of theories.  Also significant are language terms that emerge from the data, which also appear in existing literature, that are used by participants and relevant industry (Ibid.).

 

Language analysis is especially important to inform good website design, SM usage, content marketing and SEO keywords and phrases, reflecting the language or communication means that students prefer, use and can find.

 

Why Mixed Methods & Grounded Research Theory?

 

The reasons for using mixed methods include ‘triangulation’ to corroborate both facilitation and complementarity through qualitative and quantitative, ‘generality’ assessing importance through quantitative, and ‘aid interpretation’ with qualitative explaining quantitative.  This approach can solve a puzzle through analysis i.e. asking students directly versus guessing or assuming the latent factors driving their behaviour when planning a purchase (Saunders, 2009).

 

Grounded theory emerges from induction through the study of a phenomenon, e.g. study of student information searching preferences to derive a ‘grounded’ marketing and communications strategy or approach.  However, qualitative via grounded theory follows a process of systematic data collection and analysis related to a phenomenon so that data collection, analysis and theory relate to each other; it’s not subjective opinion (Strauss & Corbin, 1990).

 

Using mixed methods of data collecting or multi-method approach, adds up to enhanced validity and reliability through ‘triangulation’ (Bell, 2005).  Coding can also be done in a selective manner in choosing the core category for which relationships and other categories are viewed (Ibid.). Process or linking up of elements in the research or study emerges as a sequence of events, exemplified by identifying need, information search, analysis and decision; mirrors many cyclical processes including those outside of marketing (Ibid.).

 

The research process in this case, using grounded theory, allowed flexibility provided evaluation criteria are satisfied, leading onto empirical grounding (Strauss & Corbin, 1990). How or where do we start?

 

 

Reference List:

 

Bell, J. (2005) Doing Your Research Project. (4th Ed.). Maidenhead: Open University Press.

 

Saunders, M., Lewis, P. & Thornhill, A. (2009) Research Methods for Business Students. (5th Ed.) Harlow UK: Pearson Education Ltd.

 

Strauss, A. & Corbin, J. (1990) Basics of Qualitative Research – Grounded Theory Procedures and Techniques. Newbury Park CA: SAGE Publications.

 

Focus Group Research for Digital e-Marketing Strategy Development

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Digital or e-Marketing Strategy Development
Research Design & Methodology

 

Optimal research is based on triangulation between scholarly and industry research representing a process with related factors, then analysis and coding of key stakeholder feedback according to same process.  Thirdly, it can be followed by quantitative data gathering or survey of customers’ attitudes on the factors that emerged, joining the circle or triangulation.

 

The literature review can highlight research and industry issues or views of marketing and communications for international education or related products and services, leading to an optimal marketing and communications construct to inform strategy and professional practice.  Additionally, to inform or validate any construct, qualitative data needs to be collected through focus type respondents from industry or target market, coded and analysed for inclusion of important factors in a survey instrument.

 

Quantitative data can be collected, described and analysed; resulting in a practical process and template for both small and large entities. It is limited neither to education nor marketing, but applicable to any workplace investigation or consulting, not unlike good investigative journalism or detective work or training needs analysis.

 

Research Approach Rationale

 

This data collection and qualitative research use the inductive approach, with grounded research methods, which informs development of a survey instrument, and represents the purchase decision process model.  The focus is ‘information search or discovery process’, produces data for analysis and then informs a generic marketing and communications model or template, for marketing and communication practitioners, through a process.

 

This is opposed to taking the deductive approach of testing a hypothesis already formed from previous research or practice, assuming data and a hypothesis or rationale is publicly available.  However, the deductive approach is precluded by the lack of the following: transparent marketing strategies, access to data, direct process based KPIs key performance indicators and ROI return on investment, meaningful analytics on student marketing and communications, and access to statistically significant sample population(s).

 

 

Effective medium or long-term strategy may be precluded by a short-term sales or ROI type of analysis of an annual marketing investment budget, evaluating only selected inputs and outputs, but neither processes nor future income streams.  Accordingly, with related scholastic research lacking in this field, a contemporary framework or construct reflecting both target market and changing technology, is needed to aid analysis and future marketing.

 

Research Design & Methodology

 

The research can start with question or proposal round ‘information seeking’, review of marketing research literature and education industry reports with expert focus respondent feedback.  From the latter, a survey instrument can be developed, piloted, data collected, then analysed according to descriptive statistics through e.g. Survey Monkey, then data tabulated, presented, analysed, reported and linked back for business applications.

 

Inductive Approach to Qualitative Research

 

One can take the approach of ‘theory first’ and test deduced hypotheses to verify theory, or conversely ‘theory after’, not starting with theory but collecting data to generate a theory or model.  This is not unlike inferring the significant factors that impact how Google and Facebook Page search algorithms affect SEO, when the algorithm is commercial in confidence.

 

The research is based on eliciting relevant process or factors to inform and develop a latent construct of optimal marketing and communications for students as purchasers, especially related to the information seeking phase or journey.  This construct, developed through inference, should suggest good industry practice that includes latent factors or (re)sources that allow students to find relevant information to analyse for a future purchase decision.

 

Advantages of this approach are that it allows one to take a research direction, it does not force respondents to adopt a restrictive theory or framework that may preclude relevant feedback (Saunders et al., 2009).  Such a construct can be used to develop a marketing and communications strategy or template, then used to develop initial, or compare existing, strategy and evaluate, according to users, clients or students; creating systematic process and utility in the sector.

 

Research Proposition

 

How do students’ or customers’ information seeking behaviours relate to marketing and communications strategy in international education or related service industries?

 

The research proposition posits that there is a relationship between more recent information seeking factors exemplified by digital, and the older WOM word of mouth, for a purchase decision process, with development of grounded, practical marketing and communication strategy.

 

This data collection and research focused mostly upon the similarities in recent digital based ‘information search or discovery process’, the factors that are related to this process and could be used to infer an optimal information seeking construct or model (Kotler & Keller, 2012).

 

Reference List:

 

Kotler, P. & Keller, K. (2012) Marketing Management. (14th Ed.) Upper Saddle River: Pearson Education – Prentice Hall.

 

Saunders, M., Lewis, P. & Thornhill, A. (2009) Research Methods for Business Students. (5th Ed.) Harlow UK: Pearson Education Ltd.

 

 

Impact of Digital on Marketing Industry Employee Skills

Digital and any new technology can be disruptive and requires changes in thinking, working, learning, education and training; includes marketing and IT.  However, like computer science, education and even job descriptions do not keep pace with technological change while many working successfully in IT or marketing do not possess related university degree, if at all.  Many are educated in other or similar disciplines e.g. engineering, or self-taught through personal or business need, and industry training or certification is more important than the degree (like CPA in accounting), supported by outcomes.

Following is paid content (marketing) from Digital Essentials on Mumbrella explaining how digital has impacted the marketing industry:

Marketing jobs are radically different in 2019 – but some employees can’t keep up

A revolution in how we consume media has turned advertising on its head, but recruits of all levels aren’t being trained in essential new skills.

February 4, 2019 7:30

Keeley Pope understands better than most how jobs in Australia’s media and marketing have changed over the last decade. A recruiter with 25 years experience, she deals first-hand with exasperated employers who require new starters to have mastered a breathless list of digital skills. “Today, you’ve got to be able to go from editing a video one minute to analysing data the next and then briefing into a post-production house afterwards,” she says.

In fact, that’s just the start of it. Marketing roles in 2019, she explains, can also encompass social media strategy, paid content, e-commerce, app building, project management as well as skills in Photoshop, CMS and copywriting. “Even the mid-level roles are very much hands-on,” she adds. “Now, marketers are publishers in their own right, too.”

These changes are, of course, a result of how marketers and agencies have reacted to the differing ways we consume media – the decline of printed newspapers, say, or the rise of social media and TV-on-demand. The problem is many current employees have been caught cold: either forced to suddenly acquire skills they’ve never been trained for or rejected for new positions outright. “The onus is on the individual to upscale themselves….

….And all that change is affecting how businesses are marketing and growing. New research by PWC and Facebook, for instance, reveals more than a third of Australian small businesses are exporting to foreign markets, and more than a third of companies now earn international revenue within just two years of establishment.

And so brands have reacted. Digital marketing spend has grown by 13% in the last year, up to $2.24bn, with video showing the biggest leap, along with increases to display, classified and search (Google ads, basically). Meanwhile, programmatic spend in Australia has leapt to $1.7bn – a staggering increase from just $84m in 2012.

“The reality is modern market is diversifying,” says Easther. “So employees now need to know a little bit about a lot – whatever side of the fence you’re working on. So, to do marketing well, particularly in digital, you need to be able to hold a conversation, and you need to know the strategy of how all the channels work together.”….

….On Easther’s course, he finds his students range from those starting out in creative agencies to senior marketing directors working client side and even those in media sales. “Some have learned digital from a few different sources and they come to formalise their learning,” he says. “While others have deep knowledge in one area but want to be more versatile. They might be a social specialist, say, but when they have a meeting to discuss programmatic, they wish they could contribute more.”’

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