EX NO: 1 NEWS LETTER

To subscribe to a weekly/quarterly newsletter and analyse how its content and

structure aid wit h the branding of the company and how it aids its potential customer
segments.

Objective:

● To analyse the content and structure of a newsletter to understand its impact on

branding and potential customer segments.

● To learn how newsletters can be used to build brand awareness, position the company as an
expert in its industry, nurture relationships with potential customers, and drive traffic to the
company's website.

● To develop critical thinking and analytical skills by evaluating the effectiveness of a newsletter's
content and structure.

PROCEDURE:

Se le ct a new slette r:

Step 1:

Choose a newsletter that is relevant to your interests or industry. Consider subscribing to a

newsletter from a company that you admire or one that you think would be a good fit for your
target audience.

Step2:

Read the newsletter: Read through several issues of the newsletter to get a sense of the overall
tone, style, and content. Pay attention to the following elements.

Branding:

● How does the newsletter reflect the company's brand?

● Consider the use of visuals, language, and tone.
● Check if the newsletter has a consistent brand identity across different issues
.● Is the branding consistent with the company's overall marketing and messaging?

Content:
● What type of content does the newsletter typically include?
● Is the content relevant to the company's target audience?

Is it informative, engaging, and valuable?

● Is the content original or curated from other sources?

● Is the content well-written and free of errors?
Structure:
● How is the newsletter structured?
● Is it easy to read and scan?
● Is there a clear hierarchy of information?
● Are there any calls to action?
● Is the newsletter visually appealing and easy on the eyes?
Visuals:
● How are visuals used in the newsletter?
● Do the visuals complement the content and enhance the overall message?
● Are the visuals high-quality and relevant to the topic?
● Is the use of visuals consistent with the company's brand identity?
Calls to action:
● What are the calls to action in the newsletter?
●Are they clear, compelling, and easy to follow?
● Are they aligned with the company's overall marketing goals?
●Do they track the performance of the calls to action to measure their effectiveness?
OUTPUT
NEWS
Donald Trump
Donald Trump Credit...Jefferson Siegel for The New York Times

 A New York judge’s order that Donald Trump pay around $450 million in penalties and
interest for deceiving lenders is a blow to Trump’s finances, business — and identity.
 After Trump won the presidency in 2016, condos in New York buildings emblazoned with
his name started selling for less.
 Trump allies are quietly planning ways to restrict abortion access if he’s re-elected,
including by criminalizing the shipping of abortion pills using a 19th-century law.

More on Politics
Dan Osborn Credit...David Robert Elliott for The New York Times
 The leader of a strike at a Kellogg’s factory in Omaha is running for the Senate as an
independent in deep-red Nebraska.
 The Biden administration, in a concession to automakers and labour unions, intends to relax
emission limits meant to encourage Americans to switch to electric cars.
 Lawmakers in states including Florida are proposing laws against lab-grown meat, even
though the industry is still nascent.
 Nikki Haley plans to stay in the Republican primary race beyond South Carolina next
week. Read the plans for her long-shot bid.

Ukraine and Russia

Image

In Avdiivka last June. Credit...Tyler Hicks/The New York Times

 Russian forces took Avdiivka, a long time Ukrainian stronghold, after some of the most
destructive fighting of the war.
 Ukraine is in its most precarious position since the opening months of the war. Read
about the state of Russia’s offensive.
 Aleksei Navalny, the Russian opposition leader who died in a penal colony on Friday,
returned to the country after surviving a poisoning attempt. The decision won him respect,
but cost him his life.
 The Biden administration is concerned about intelligence that Russia plans to put a nuclear
weapon in space. Spy agencies are divided about how likely that is.

Newsletter Analysis

The New York Times' Daily Briefing

Branding

Expert ise and thought leadership, and it establishes the company as a trusted
and reliable source of information
.● Nurturing relationships: providing regular communication and opportunities for
engagement. The New York Times' Daily Briefing newsletter helps to nurture relationships with
potential customers by

.● Driving traffic:

The New York Times' Daily Briefing newsletter helps to drive traffic to the company's website
by including links to relevant news stories. The newsletter also includes calls to action that
encourage readers to visit the website.

The newsletter builds trust and rapport with potential customers, and it encourages them to take
action, such as signing up for a free trial of the New York Times' digital subscription or visiting
the New York Times' website

● Visuals:

The New York Times' Daily Briefing newsletter consistently uses high-quality and visually
appealing images that are relevant to the top stories of the day. The images are also consistent with
the New York Times' overall brand identity, which is sophisticated, credible, and authoritative

.● Language:

The language used in the New York Times' Daily Briefing newsletter is clear, concise, and
professional. It avoids jargon and uses plain English that is easy to understand. The tone of voice is
consistent with the New York Times ‘overall brand personality, which is intelligent, unbiased, and
trustworthy.

● Tone:

The overall tone of the New York Times' Daily Briefing newsletter is informative and engaging. It
provides readers with a concise overview of the top news stories of the day, and it does so in a way
that is both informative and engaging.

Content

● Relevance:

The content of the New York Times' Daily Briefing newsletter is always relevant to its target
audience, which is busy adults who want to stay informed about the latest news. The newsletter
covers a wide range of topics, from politics to business to culture.
● Informative:

The content of the New York Times' Daily Briefing newsletter is informative and provides readers
with a concise overview of the top news stories of the day. The newsletter often features links to
more in-depth coverage of specific stories, and it always includes a link to the New York Times'
website

.● Engaging:
The content of the New York Times' Daily Briefing newsletter is engaging and keeps readers
interested. The newsletter often uses storytelling techniques and multimedia elements to make the
content more compelling.

Structure

● Easy to read:
The New York Times' Daily Briefing newsletter is easy to read and scan. The newsletter
uses a clear hierarchy of information, with headlines, subheadings, and bullet points to break up the
text. The newsletter also uses white space effectively to make the content more visually appealing
.
● Hierarchy of information:
The New York Times' Daily Briefing newsletter has a clear hierarchy of information. The
most important information is always presented first, and the newsletter uses visual cues, such as
headlines and subheadings, to help readers navigate the content .

● Calls to action:
The New York Times' Daily Briefing newsletter includes clear and compelling calls to
action. The calls to action are always relevant to the content of the newsletter, and they encourage
readers to take action, such as signing up for a free trial of the New York Times' digital
subscription or visiting the New York Times' website.
Impact on Branding and Potential Customer Segments

● Brand awareness:
The New York Times' Daily Briefing newsletter helps to build brand awareness by
consistently presenting the company's name, logo, and messaging to a large audience. The
newsletter also creates a positive and memorable impression of the company, as it is seen as a
trusted source of news and information
.
● Industry expertise:
The New York Times' Daily Briefing newsletter helps to position the company as an expert
in its industry by providing valuable and informative news content. The newsletter
expertise and thought leadership, and it establishes the company as a trusted and reliable source of
information

.● Nurturing relationships:
The New York Times' Daily Briefing newsletter helps to nurture relationships with
potential customers by providing regular communication and opportunities for engagement. The
newsletter builds trust and rapport with potential customers, and it encourages them to take action,
such as signing up for a free trial of the New York Times' digital subscription or visiting the New
York Times' website

.● Driving traffic:
The New York Times' Daily Briefing newsletter helps to drive traffic to the company's
website by including links to relevant news stories. The newsletter also includes calls to action that
encourage readers to visit the website
Result :
Thus the subscript ion to a weekly/quarterly newsletter and analyse of its
content and structure aid wit h the branding of the company and aiding of its potential
customer segments have been done and verified.
EX NO 2
KEYWORD SEARCH FOR A WEBSITE GOOGLE KEYWORD PLANNER

AIM:
To Perform keyword search for a skincare hospital website based on search volume and
competition using Google keyword planner tool.

PROCEDURE:
Step 1: Search for a keyword “Keyword planner tool” on google search engine and click the
first link of the page. Under the “Campaigns and tool” menu select “Keyword Planner”
then click “Visit Keyword Planner”.

Step 2: Type your business name and click “Switch to Expert Mode” on below
Step 3: Next its redirect to “Choose Your Objective” section. In this section, click on “Create an
account without an campaign” on below.

Step 4: Next “Confirm your business information” which takes a value for the filed
automatically. We want to select “No” for last question and the click “Submit” button.
Step 5: After completing the procedure you have redirected to next section. Here we want to
click a “Explore your account” button.

Step 6: From the interface, Select the “Tools” option from the menu. Under the “Planning”
category choose “Keyword Planner” and select “Get search volume and forecasts” option
Step 7: Type skincare related keywords under “Get search volume and forecasts” tab and
then click “Get started”

Step 8: It shows the results for each keywords.

RESULT:

Thus, the keyword search for skincare hospital is completed

successfully
EXP 3: GOOGLE WEBMASTERS INDEXING API

AIM:
To Demonstrate how to use the Google Webmasters Indexing API

Introduction:
Google Indexing API allows you to notify Google when you add, update or remove p
ages on your site in order to make Googlebot update its index. This way, Google schedules ne
w crawls, keeping up to date with your content on SERPs, which improves your Website traff
ic.

PROCEDURE:

Steps required to setup Google Indexing API

Configuration Steps:

1. Activating the Google Indexing API

2. Create a Google Cloud Platform service account and generate a key
3. Admin setup on Google search console
4. Adding credentials in Bold

1. Activating the Google Indexing API

1. Publisher’s admin to login to their google cloud console: https://console.cloud.google.com

2. Activate google indexing API from here: https://console.cloud.google.com/apis/library
2. Creating a Service Account

1. Create a service account on Google cloud console and generate a JSON key https://console
.cloud.google.com/iam-admin/serviceaccounts/create
2. Grant owner role for the service account
3. JSON key will be auto-downloaded to your PC
4. Note the private key and client to be entered in Bold
The value of key private_key i.e., the value that is highlighted in the picture above along wit
h -----BEGIN PRIVATE KEY-----
and end, is the text that needs to be entered in Bold in the Private Key field.

3. Setting up on Google search console

1. Go to Google search console and select the domain property for indexing
2. Go to https://search.google.com/search-console/settings and add the auto-
generated service account email with owner permission
4. Updating it in Bold

1. Go to Bold > Settings > Integrations > Add new Integration > Google Indexing
2. Enter Client email, private key captured in steps above and click Save.

View the daily usage of the API: https://console.cloud.google.com/apis/api/indexing.googlea

pis.com/quotas

Enhancement: Bold CMS Google Indexing API Verification

Our team has added a new feature to Bold CMS that allows users to verify if the Google Inde
xing API credentials added to their account are correct or not. This feature will help users to e
nsure that the credentials added to their account are valid and in the correct format.

If the entered details are not correct, the system will display a message as “Invalid Credential
s”, and if the details are correct, the system will display a message as “Successfully updated i
ntegration”.

Verification Parameters:

Below are the parameters that will be validated for Google Indexing API:
1. Correct Email address of the Service Account
2. Correct and properly formatted Private Key
3. No spaces should remain blank
How to Update the Key:

You can update your Google Indexing API credentials in Bold CMS by following the below s
teps:
1. Open your Bold CMS account and go to the Settings section.
2. Navigate to Integration and click on Others.
3. Click on the Edit button.
4. Add the updated key to the provided field.
5. Click on the Validate Credentials button.
6. Once the credentials are verified, click on the Update button to save the changes.

RESULT:

Thus, the demonstration of Google WebMasters Indexing API is completed

successfully
EXP 4: CASE STUDY

AIM:

To Discuss an interesting case study regarding how an insurance company manages

leads

Technology Provides an Easy Way to Manage Leads in Insurance Sector

 In the insurance sector, there are two business models. First, where you sell insurance
online, and you generate leads from your website, social media, ad-campaign, and
different other channel.

 The second is through intermediaries like bancassurance, etc, where you sell
insurance products through banking institutions. LeadSquared has helped many
companies strategize their sales and achieve targeted growth in the insurance sector.

How has LeadSquared Enab led Companies to Manage Leads in Insurance?

LeadSquared’s Customer Relationship Management software provides an efficient

way to generate, manage, and nurture insurance leads while providing quality customer
experience.
Capture Insurance Leads from All Channels

 When you are selling insurance online, you generate leads from your website, social
media, PPC campaigns, events, etc. LeadSquared automatically captures these and
notifies your sales agents to follow up with the same.

 It ensures that there is ZERO lead leakage in your business. Because every lead could
be an opportunity, and you would not want to waste it in any way. Not just that, you
can also capture leads from traditional channels like billboards, etc. through telephony
integration.

Distribute Leads to Call Center and Sales Agents

Once the lead is captured, the tool automatically distributes these to call centers and your
sales agents. The distribution process occurs according to interests, location, agent
availability, and other criteria.

For example, your prospect is interested in buying term-insurance or health insurance. The
lead will go to the agent who specializes in that domain.
Distribution of leads ensures that only those agents handle enquires who are experts in that
vertical. This improves customer experience and results in powerful word-of-mouth
marketing.
What makes it the best CRM for insurance agents?

Identify the Best Opportunities

LeadSquared helps identify the best opportunities from the loads of enquires captured every
day. The software checks the eligibility criteria, age, medical history of the family, etc, based
on the factors important to you.

Quality score, allocated from 1 to 10 based on variables defined by you, enables your team to
reach out to prospects who have a higher probability of converting into sales. It increases the
efficiency of your sales team, and in turn, builds up their confidence level.

Track All Communications At One Place

 Let’s say you delivered the perfect pitch. You appealed to the right emotions of your
prospect and made them your customers. The entire sales conversation sings in your
memories for days like the music of morning stars. But, you should understand one
thing, what worked with one closure might not work with other prospects.

 We must understand that every prospect is unique. You must keep track of every
conversation, sales or otherwise, to weave your sales pitch according to the response
you get.

 The software enables you to track all conversations that have happened with the
client. It includes monitoring of phone calls (through connectors like telephony),
emails, text, or other channels of communication. Your sales agent can add personal
notes about the client’s response to these.

 The complete overview of the conversational history assists your agent to plan the
communication to engage your prospects better.

Provides Smart Views to Better Plan Agent’s Day

LeadSquared provides a unified 360 – degree view of all activities and sales process. It
accumulates all data related to meeting schedules, conversational history, daily tasks, to
provide a holistic view. This enables your sales agents to attend meetings with a higher lead
score and get more conversions.

Alert Your Agents with Important task

Website tracking alerts your sales agent to reach out to the lead when they view a specific
page.

For example, as soon as your prospect submits documents for verification, the agents will be
notified of the same. Simultaneously, the software will assign the next task to initiate the
verification process.

Empower You Field Agents with Mobile CRM

Insurance providers that operate through banks (bancassurance) have relationship managers
who visit banks regularly. Relationship managers ensure that banks are meeting their targets,
and help them with proper training about different/new products.
Here, The mobile CRM auto plans your agents’ day, schedules their meetings to optimize
their day, without any unjustified wastage of time.

You can even make the process essentially paperless by allowing your relationships manager
to upload documents for verification, digitally.

Once the documents are submitted, the software will automatically set up the task for the
verification team, who can follow up on the same

Identify Cross-sell Opportunities

CRM keeps track of all data related to the customer. Based on the type of policy purchased
by the customer, the software identifies possible cross-sell opportunities at the spot.

For example, if a person has recently purchased a policy of health insurance, the software
will notify the team specializing in life insurance to approach the customer and check
whether they are interested.

Automate Policy Renewal Process

How often do you follow-up with prospects to renew their policies?

When several new insurance leads are flowing in, you may consider it a low priority task and
procrastinate. Or more likely, with the number of customers you have, you simply forget.

But, customer retention and lifetime value is even more important. You may wreck all your
dream ships on the sharp rocks of reality when you lose an opportunity to retain your
customers.

LeadSquared empathizes with you and provides you a way to automate emails and texts to
policyholders as their renewal date draws closer. Simultaneously, the software notifies agents
and set tasks for them to make follow-ups if the customers don’t renew on their own.

Monitor all Your Sales Channels

When you have offices across cities, it sometimes gets challenging to keep track of all
activities. It includes monitoring the performance of your sales team, number of policies sold,
and the total revenue generated.

These attributes collectively help in modifying your sales approach and plan strategy.
LeadSquared offers a way to monitor and analyze all your sales activities in different regions
and collect all of them in one place.

RESULT:

Thus the case study regarding how an insurance company manages leads have been
studied and verified.
DISCUSS NEGATIVE AND POSITIVE IMPACTS AND ETHICAL IMPLICATIONS
OF USING SOCIAL MEDIA FOR POLITICAL ADVERTISING.

EXP :5

AIM:

To discuss about various negative and positive impacts and ethical implications of
using social media for political advertising.

Introduction:

Political advertising is a form of campaigning that allows candidates to directly

convey their message to voters and influence the political debate. By running ads on various
types of media, candidates can reach audiences that otherwise may not have been paying
attention to the election and build name recognition, highlight important issues, and call
attention to the shortcomings of their opponents.

In the aftermath of the 2016 presidential election, the public became aware of just how
powerful political advertising on social media could be.

Natanaelginting on Freepik

In the past, the vehicles for political ads were newspapers, direct mail, radio, and television.
In 2008, Barack Obama became one of the first candidates to use social media advertising in
his campaign. That year, 2008, candidates spent a total of $22.25 million on online political
ads. Since then, online political advertising on has exploded—in 2016, candidates spent $1.4
billion on them.
In the aftermath of the 2016 presidential election, the public became aware of just how
powerful and game changing political advertising on social media could be. Brad Parscale,
the Trump campaign’s digital strategist, tweeted that their campaign on Facebook was “100x
to 200x” more efficient than the Clinton campaign. The reason for this became clear after
whistle-blower Christopher Wylie revealed that the Trump campaign’s data analytics team,
Cambridge Analytica, “used personal information taken without authorisation in early 2014
to build a system that could profile individual U.S. voters, in order to target them with
personalised political advertisements.”

It was also uncovered that some of the ads on social media weren’t coming from candidates
at all. A report from the Senate Select Intelligence Committee disclosed that the Russian
government spent about $100,000 on Facebook ads in an effort to interfere with the U.S.
presidential election. While this might seem like a paltry sum compared to the cost of a
television ad, the impact of those ads was amplified by the fact that they were designed to fan
division on polarizing issues, such as gun control and race relations, and then targeted toward
those most vulnerable to those messages.

As a society, we are still dealing with the fallout from these revelations and trying to
determine what kind of controls, if any, should be placed on social media platforms when it
comes to political advertising. The debate was reignited in November 2019, when Facebook
refused to take down a misleading anti-Biden ad released by President Donald Trump’s
reelection campaign. As the 2020 election draws closer, we need to take a look at the policies
that social media platforms are implementing for political ads, and what the implications are
for our democratic process.

First Amendment and Political Advertising

To understand the challenges of regulating political ads on social media, it’s helpful to look at
the history of political advertising in the United States and how it’s been regulated in other
forms of media.
There is a long and rich history in our country of candidates lying about their opponents,
starting with Thomas Jefferson’s campaign claiming that John Adams was going to take the
country to war with France.

Lying in political advertisements is also perfectly legal. This comes as a surprise to some
because commercial ads are subject to restrictions that prevent them from making false
claims about products or competitors. For example, when Kentucky Fried Chicken tried to
claim that fried chicken could be part of an effective diet program in 2004, the Federal Trade
Commission (FTC) penalized the company, requiring it to pull the commercials and submit
all advertising for FTC review for the next five years.

The same doesn’t hold true for someone running for political office who runs an ad making
false claims about their opponent. Why? Because political ads are considered political
speech, and First Amendment law protects political speech above all other types of speech.
The government has more leeway to penalize or censor commercial speech, but it has very
little authority to regulate political ads. The rationale behind this is that voters have a right to
uncensored information from candidates, which they can then evaluate themselves before
making their decisions at the ballot box.

Because no government agency can impose penalties on a candidate who lies in an ad, the
only form of recourse for a victim of a false attack ad is to sue for defamation.

For practical reasons, these lawsuits tend to be rather rare. It’s difficult for candidates for
office to succeed in these lawsuits, given that public figures are subject to a higher standard
for libel. Just like private plaintiffs, a public figure must establish that false statements of fact
were made about them that damaged their reputation. But on top of that, they must prove that
the statements were made with “actual malice,” meaning that those who made the ad either
knew it was false or didn’t care whether it was true or false. While many candidates might be
able to overcome these hurdles and win their suit, for many it may not be worth their time
and money, especially when they’re in the midst of running a campaign.

But let’s say a candidate does want to sue for defamation—who can they sue? Obviously,
they can go after the individual or organization who created and paid for the ad, but is the
media company that actually distributed the ad to the public also liable? Different rules apply
to different mediums of communication.

Newspapers are considered publishers and are liable for the ads that they run. A corollary to
this is that they have full discretion over the ads they run and have no obligation to run ads
that they don’t want to run—in fact, it is their First Amendment right to make their own
decisions about what they will print.

In marked contrast, broadcast radio and television stations cannot pick and choose what
political ads they air, at least for candidates of the same office. They can either choose not to
run any political ads at all or they have to run political ads for all candidates who want them.
Why? Because the airwaves that broadcasters use is a scarce resource. There can only be so
many broadcast stations on the spectrum, and the resulting scarcity creates the danger that
some points of view might never be aired. This danger is why the Federal Communications
Commission is authorized to place certain burdens on the First Amendment rights of the
broadcasters in order to ensure that the public is being furnished with diverse ideas and
information. Because of this, broadcasters are not liable for the ads that they run.
Cable television channels, meanwhile, aren’t subject to the same regulations as broadcast
networks. They don’t have the same unique characteristics that broadcast channels do—
they’re not limited in number—which means that they have discretion over which political
ads they want to run and which ones they don’t. As a result, they’re also liable for any false
ads that run and can be sued for libel.

Political Ads on Social Media

As the newest communications medium to enter the fray, social media has several unique
qualities that distinguish it from the media that came before it. Like newspapers and cable
television stations, practically speaking, there is no limit on how many social media platforms
exist. But in practice, there are a few major platforms that dominate the landscape—
Facebook (and its subsidiaries WhatsApp and Instagram), Google (and its subsidiary
YouTube), and Twitter.

Another quality they have in common with newspapers and cable television stations is that
they are under no obligation to run every political ad they receive. Contrary to popular belief,
social media platforms do not have to comply with the First Amendment. They are private
companies that are free to set their own content policies, and, unlike broadcast stations,
there’s no requirement that they offer advertising slots to all candidates.

But unlike newspapers and television stations, social media platforms are not considered
publishers at all. They’re considered internet service providers, and because of Section 230 of
the Communications Decency Act, they’re not liable for what other people post on them.
They can’t be sued for allowing false content on their sites or for running false political ads.

The final and perhaps most crucial difference between social media platforms and the
mediums that have come before them is that they allow for a practice called “microtargeting.”
Microtargeting can be broadly defined as “a marketing strategy that uses people’s data—
about what they like, who they’re connected to, what their demographics are, what they’ve
purchased, and more—to segment them into small groups for content targeting.” In the past
few years, this practice has become particularly controversial when it comes to targeted
political ads.

Each of the major platforms has its own policies when it comes to what political ads they will
run and what kind of targeting they will allow for them.

Social Media Policies on Misinformation in Political Ads

In October 2019, President Trump’s re-election campaign released a 30-second video ad

accusing former Vice President Joe Biden of promising Ukraine funds for firing a prosecutor
investigating a company with ties to Biden’s son, Hunter Biden. The Biden campaign
objected to this ad and asked various media outlets and platforms to take it down. The
responses to this request have shed light on the different approaches that companies are
taking to misinformation in political advertisements.

Some social media platforms, such as Twitter, TikTok, LinkedIn, and Pinterest, have
sidestepped the issue by banning political advertisements altogether—but it’s worth noting
that political ads were never a prominent feature on any of these platforms. The big players in
this space have always been Facebook and Google.

Last year, in anticipation of the 2020 U.S. presidential election, Facebook outlined its plan to
combat misinformation on the platform, which included flagging content from state-
sponsored media outlets and labeling news stories disputed by third-party factcheckers as
“false information.” So, it came as a surprise to many observers when the company refused
the Biden campaign’s request to take down the Trump campaign’s ad, and in doing so laid
out its rather different approach to misinformation in political ads. “Our approach is grounded
in Facebook’s fundamental belief in free expression, respect for the democratic process, and
the belief that, in mature democracies with a free press, political speech is already arguably
the most scrutinized speech there is,” Facebook’s head of global elections policy, Katie
Harbath, wrote in a letter to the Biden campaign. Facebook further explained its position in a
blog post: “In the absence of regulation, Facebook and other companies are left to design
their own policies. We have based ours on the principle that people should be able to hear
from those who wish to lead them, warts and all, and that what they say should be scrutinized
and debated in public.”

In contrast, Google has opted for a different approach, explicitly stating that it would not treat
ads for politicians any differently from ads for any other product. “Whether you’re running
for office or selling office furniture, we apply the same ads policies to everyone; there are no
carve-outs. It’s against our policies for any advertiser to make a false claim,” the company
stated in an announcement in November 2019.

Nevertheless, the anti-Biden ad can still be found on Google’s subsidiary YouTube. As a

Google spokesperson explained, “There’s a difference, in our minds, between what
constitutes political hyperbole versus something that could ‘significantly undermine trust in
democracy.’ Political hyperbole is not new. There are politicians that exaggerate claims all
the time.” While Google’s policy is to remove ads that contain clear and objectively false
statements of fact about candidates, the Trump campaign’s ad about Biden is actually filled
with false implications. As Wired magazine reported,

If we pull apart the specific claims in the video, it’s not so easy to find one that’s provably
false. Maybe Joe Biden didn’t “promise” Ukraine the money, but by his own account, he told
Ukraine it was conditioned on firing Shokin—a plan that he says he helped develop. Maybe
that wasn’t because of Hunter Biden’s role with Burisma, but Shokin was in charge of the
office that had opened an investigation into the company a few years earlier. The insinuation
might be dishonest, but the constituent pieces are all at least true-ish.

While Facebook has essentially carved out an exception in its own policies for speech in
political ads, Google’s policy toward misinformation in political ads echoes the fundamental
principles of libel law, which allows plaintiffs to receive compensatory damages for false
statements of fact made about them, but not for opinions or insinuations. Practically speaking,
this means that all but the most blatantly fraudulent ads are allowed on the platform, leaving
voters to determine which insinuations to believe and which ones to dismiss.

Social Media Policies on Microtargeting Political Ads

Leaving voters to make their own decisions about whether or not they believe a politician’s
statements isn’t necessarily a bad thing; one could argue that that’s a fundamental part of the
democratic process. In an ideal world, the free marketplace of ideas allows the public to
access as much information about the candidates as possible, the free press evaluates the
candidates’ statements and exposes any falsehoods, and voters discuss the issues among
themselves and then make their choices at the ballot box. This is generally how things have
played out when it comes to falsehoods in political ads that run in newspapers, on the radio,
and on television. Because these ads are pushed out to large and broad audiences, they
immediately receive a great deal of public scrutiny.

But social media has a distinctive characteristic that makes it very different from those
traditional mediums of communication—it allows for microtargeting. And microtargeting
makes it very hard to distinguish real news and fake news. As the chair of the Federal
Election Commission, Ellen L. Weintraub, wrote in an op-ed advocating for social media
platforms to ban microtargeted political ads, “It is easy to single out susceptible groups and
direct political misinformation to them with little accountability, because the public at large
never sees the ad.” As a result, falsehoods in microtargeted political ads may go unchecked—
and these falsehoods can have a significant impact on elections.

However, it’s important to note that microtargeting’s impact on democracy isn’t all bad. It
allows for smaller and less-well-funded campaigns to reach voters because online ads tend to
be much less expensive than TV and radio spots. It also enables candidates to hone in on real
and specific issues that matter to their potential constituents, as opposed to the more vague
and generic messages that tend to run on traditional media—this, in turn, can increase voter
engagement and turnout.

Facebook and Google presumably weighed both the good and the bad when establishing their
policies on microtargeting for political ads but came to strikingly different conclusions.
Google’s current policy only allows political ads to be targeted to broad categories of zip
code, sex, and age. The platform does allow for contextual targeting, meaning that an ad
about, say, immigration policy, can be served to a person reading a story about immigration.
As Google stated in its announcement of the policy update last November, “this will align our
approach to election ads with long- established practices in media such as TV, radio, and
print, and result in election ads being more widely seen and available for public discussion.”

Facebook, on the other hand, has taken a much more permissive stance toward
microtargeting, opting not to put any limits on how campaigns can target their ads. Instead, it
has pledged to offer users more control over how many political ads they see and make its
online library of political ads easier to browse—measures that many critics view as doing
very little to expose targeted ads to public scrutiny.

Conclusion

The way that we choose to regulate a new form of communication must take into account the
unique characteristics of the technology behind it. Similarly, social media also possesses very
different characteristics from the media that have come before it. Regulation of political ads
on social media, whether by the platforms themselves or government actors, needs to take
into account that allowing candidates to micro target ads while at the same time refraining
from factchecking their statements creates an environment where false information can
spread unchecked.

Result:
Thus the discussion about various negative and positive impacts and ethical
implications of using social media for political advertising have been studied successfully.
DISCUSS HOW PREDICTIVE ANALYTICS IS IMPACTING MARKETING
AUTOMATION
EXP 6:

AIM:
To discuss how predictive analytics is impacting marketing automation.
INTRODUCTION:
What is Predictive Analytics
Predictive analytics is a method of processing large sets of statistical data with the
help of modelling techniques to make predictions. Artificial Intelligence technologies allow
professionals to predict customer behaviour and optimize marketing strategies, boosting their
effectiveness. It makes the role of predictive analytics in marketing even more important.
Using predictive analytics tools powered by AI, ML, data mining, and data modelling
technologies, companies increase their profits by minimizing their expenses. With the help of
advanced algorithms and information from multiple data sources, digital marketing
professionals can identify historical patterns. It allows them to provide recommendations that
help companies to keep up with recent trends. Keep reading if you are wondering “What is
predictive analytics in marketing?” and how to make the most out of such tools.
Role of Predictive Analytics in Digital Marketing

How is predictive analytics used in digital marketing?” The role of predictive

analytics in marketing strategy becomes increasingly important. It transforms the way

marketing professionals organize their campaigns and use customer behaviour data.

AI-driven tools allow marketers to predict future trends and understand which

products are in high demand. Predictive analytics enables professionals to change their

marketing campaigns depending on the customer's reaction to ads.

Below, we have listed the use cases of predictive analytics in digital marketing.

 Customer Behaviour Analysis

By analysing how clients interact with products and services, digital marketers can

segment a target audience, anticipate the behaviour of various segments, and make

their marketing efforts more effective. It allows companies to improve the client
experience and establish long-term relationships with customers.
 Resource Optimization
Predictive analytics enables companies to select the most suitable time for their

marketing campaigns and avoid wasting resources when the demand for the products

is low. Besides, this type of analytics enables businesses to choose the most

appropriate advertising channels.

 High-Quality Leads
After analysing a set of data about customer behaviour, a company can select the

segments of the target audience that have the highest conversion rate. Predictive

analytics enables businesses to see how likely their potential clients are to make a

purchase. By focusing on high-conversion leads, companies can reduce their expenses

on marketing campaigns.

 Customer Retention
By sending a generic message, a company may waste money on inefficient

advertising campaigns. Predictive analytics allows marketers to study the purchase

history of a consumer and launch targeted marketing campaigns based on customers’

preferences. It allows businesses to establish long-term relationships with their clients.

Benefits of Predictive Analytics in Digital Marketing

The most successful marketing campaigns are based on customer behaviour data and

thorough market research. Predictive analytics provides businesses with a cutting edge over

their competitors and enables them to improve all the steps of a customer journey.

Below, we listed the main benefits of predictive analytics in digital marketing and

demonstrated how it could be used for making advertising.

 Improved Content Distribution

After analysing the ways a target audience interacts with content, marketers can provide

companies with tailored recommendations for each segment. Predictive analytics makes it
easier to select a target audience, choose the best time for a marketing campaign, and decide

on a promotion channel.

It provides invaluable insights into what types of content drive target customers to purchase a

product. Using the key technologies of marketing data science, companies can provide

content recommendations based on demography, location, and behaviour patterns.

 Upselling Based on Behaviour Patterns

The role of predictive analytics in digital marketing is expected to increase as it enables

companies to nurture leads and convert them into sales. Marketers analyze all the steps of a

customer journey to find the touchpoints that require improvement. They use predictive

analytics tools to categorize leads and target only the high-quality ones using the most

suitable channels.

By making their efforts more targeted and analyzing the history of previous purchases,

companies can improve their upselling and cross-selling rate.

 Marketing Campaign Improvement

Using predictive analytics tools, companies can save money on advertising campaigns by

making their efforts more targeted. The most successful campaigns rely on historical data and

customer behaviour stats.

 Development of Efficient Advertising Strategies

By analysing the way people interact with a site and what content they find interesting,

companies can prioritize pages with the highest conversion rate. Customer behavior data

helps businesses maximize their ROI.

6 Steps to Build Custom Marketing Analytics Dashboard
In the future, predictive analytics and digital marketing are expected to be closely

intertwined. To add value to their businesses, professionals use custom marketing analytics

dashboards. It allows them to keep all the insights in one place.

Using a marketing analytics dashboard, companies can see which campaigns deliver better

results. It enables them to get data on the devices that customers use to access a website and

features that have the highest engagement rate.

The most important trend in predictive analytics involves using a marketing dashboard for

analysing KPIs, organizing data from various sources, and evaluating ROI. Thanks to it,
companies can make better decisions and promote their products more effectively.

Follow the steps described below to build an efficient custom marketing analytics dashboard.

1. Find Out Who Are Your Target Customers

Predictive analytics dashboards and AI-based data visualization tools allow you to

learn more about a specific group of clients and use this information to improve the

KPIs of your campaigns. Companies should use different dashboards for different

target audiences.

For B2B marketing, such dashboards are crucial as well since they allow businesses to

get access to all performance metrics. Digital marketing specialists who specialize in

social media marketing can use analytics dashboards to see relevant metrics for

different channels.

2. Set Objectives for Each Dashboard

Companies should set clear short-term and long-term goals. Top-level managers

might need to use a dashboard that summarizes information about a budget and ROI.

Marketing professionals will benefit from using a dashboard with insights that can

help them improve their campaigns.

The data available in a dashboard should make it clear what actions should be taken

immediately. It should also demonstrate which areas require improvement and how to

make planning more efficient.

3. Determine the KPIs of Your Strategy

When developing a marketing strategy, it’s crucial to select the most relevant metrics,

such as likes, clicks, traffic, conversions, etc. Additionally, companies can analyze the

date when the information was received and the sources of data. By using different

performance indicators, companies can make each marketing campaign more

successful.

4. Use Information About Data Sources

To improve their campaigns, companies use multiple data sources, including calls,

emails, or website data. Each of them has specific metrics that marketing

professionals should analyze.

5. Perform Data Visualization

Don’t underestimate the power of proper visualization tools: graphs, charts, and maps.

They provide an accessible way to discover trends, patterns, and outliers. By

visualizing data, marketers can get more insights for improving their campaigns.

6. Consolidate Data
As marketers have to deal with large sets of data, it is important to find a way to

consolidate it and combine information from different sources. It will allow you to

predict the results of your campaigns and ROI.

How Do Companies Conduct Predictive Analysis?

Predictive analytics can be conducted by companies using a systematic approach, as

mentioned below:

Defining goals & objectives

It is meaningless to develop a predictive model without having a clear focus on what needs to
be achieved with it.
To define business objectives and goals, companies have to discover a problem to solve.

Data prep & profiling

Data prep describes the structure of data, and data profiling includes getting an idea of what’s
there in the data.

As the number of data sources increases, it is more crucial to focus on data quality to make
sure that the data used for the predictive analytics model is of good quality and matches the
set of objectives set by the company.

To initiate this process, businesses need to

a) Collect present data

b) Organize data for data modelling

c) Clean data

d) Review the quality of the data

e) Determine the goal

Model the company’s data

Modelling the company’s data allows it to develop, train, and test an ML-based data model to
forecast future events or specific results.

Validate results

The firms need to ensure that they are comfortable with the outcomes before deploying the
data model into operations because a bad model leads to questionable results.

Deploy a predictive analytics model

Now, deploy a model in a real environment and allow it to start working. Operationalize the
outcomes by inserting them into applications where they are used later.

Model monitoring

Soon after deployment, it is crucial to monitor its performance. Constantly review the
business’s predictive model and set it up with the capability to adapt as the data changes.

What is Predictive Analytics Modeling’s Impact on a Business?

Let’s highlight the business advantages of predictive analytics in marketing:

1.Accurate prediction of trends

By analysing huge quantities of user information, market data, and social media sentiments,
marketers can forecast upcoming trends in the industry faster than their competitors.

2.Intelligent segmentation of clients

ML-driven models can discover invisible links between clients’ data points and result in
better decisions related to clustering.

3.Lead scoring

It is considered one of the best use cases for predictive marketing analytics.

The process includes the use of previous clients’ data to rank discovered prospects based on
their chances of converting.

4.Ad and content recommendations

The majority of eCommerce businesses (including Amazon and Zalando) and streaming
services (such as Spotify and Netflix) are making use of collaborative filtering to display
related products, songs, and series recommendations.

In general, collaborative filtering uses history to make perfect recommendations for cross-
selling or upselling.

Is Predictive Analytics a Better Method than Others for Predicting the Future?

Expert opinion says that, when compared to different methods, predictive analytics is more
data-oriented.
Technology helps organizations focus more on new opportunities to improve products
according to customer demand and maintain long-term relationships. Predictive analytics
uses measurements like customer lifetime value and others for the growth and success of a
business. Hence, it’s a big thing to launch in the market to solve clients’ problems.

Predictive Analytics Industry Use Cases

Predictive analytics is widely used by different industries for their growth. Here are some use
cases:

1.Manufacturing industries

Maintaining sensor records and consistent logs can assist in discovering probable breakdown
places in the industry and the necessary steps to minimize such probabilities.

2.Financial sectors

Insurance companies, banks, and housing loan providers use both statistical tools and
machine learning to forecast cases related to fraud detection and credit risk before the loan
approval process.

Predictive analytics in finance is used to predict expenditures, cash flows, and taxes.

3.Healthcare

Detecting chronic diseases, treating patients with such diseases, and predicting the chances of
the spread of a few diseases in the upcoming days according to the change in the
environment.

4.Sales & Marketing

Introducing a fresh product in a market or discovering the requirement for possible

modifications in the present product according to the details gathered from numerous sources.

5.HR

Choose the most relevant workforce and forecast each employee’s performance.

RESULT:
Thus the case study about the predictive analytics is impacting marketing automation
have been studied and verified.