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Online marketing tactics
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Online marketing tactics
Digital marketing is an evolving field that utilizes the internet and online digital platforms and media. Marketing strategies are methods that employees develop to reach out to customers to improve their profits. Online marketing has completely revolutionized the marketing stage. Approximately 90% of American companies market their products on the online platform. For young companies, this may seem like a very stiff competition to outdo. However, young companies need to identify their niche and focus all their efforts on the appropriate platform to market their products. There are over 2.8 billion social media users in the world which is approximately 37% of the world population (Kingsnorth). The figures indicate that online marketing can generate useful income for an enterprise. Online marketing is cost-effective as compared to traditional platforms such as radio and newspapers. The paper shall explore the various strategies of online marketing and include their various advantages and disadvantages.
Online marketing is convenient for the customer and the service provider as both parties can easily engage with one another, unlike the traditional marketing platforms. The use of online marketing strategies can reach out to a greater target audience than with the use of traditional platforms. Online marketing also allows the trader to measure if their market strategy is working and consequently modify it accordingly. Social media emerged in the early 21st century and has intensified in recent years. The number of social media users keeps growing as more people get internet access. Social media marketing is, therefore, a good platform to sell out one’s product and services. Social media provides a multi-aged market for the products since nowadays even children know how to socialize on the platforms. Most social media platforms are easy to use and also easy to access. The platforms are also cost-effective. There are social media platforms such as LinkedIn that accommodate professionals to nurture their skills. The other advantages include that it is easy to measure success and that there is also a good chance of brand loyalty. Brand loyalty is when a person decides to recommend a product to a friend because they were thrilled with it from their social platforms (Kingsnorth). Social media is not devoid of its challenges. First, the competition is quite stiff on social media. As noted earlier, most companies market their products on social media platforms. The way around is to utilize experts or spend quality time on these platforms. Secondly, SMM is time-consuming. To give insight, one has to spend adequate time engaging with clients and updating content regularly.
The second strategy is search engine optimization (SEO). SEO refers to how easy one can free and organic traffic to their website. Essentially, if one gets their website to the top or at least page one of the SERPs they are likely to sell out their services. The biggest advantage of SEO is visibility if one gets their website to page one of the SERPs. Secondly, customers are more likely to trust a business that appears at the top of the SERPs. Besides, search engines become drawn to sites that appear at the top and are likely to recommend them to customers (Iskandar & Komara.). Thirdly, SEO can give free traffic to one’s website which is absent with PPC. SEO has its challenges. First, SEO is a long term strategic process as it takes a lot of time and effort to get to the first page. Secondly, SEO is not instantaneous as in paid ads. Thirdly, SEO has stiff competition just like SMMs though in a different manner. For example, the website has to compete to get the first position and also adapt means to maintain the position. The fourth challenge is the potential of getting too much business than one can handle.
The third online marketing strategy is pay-per-click (PPC). Just from the name, the advertiser pays an agreed amount of money each time their ad is clicked. PPC is a success majorly because it is highly promoted by search engines such as Google and Bing. For PPC, the marketer has to ensure that they place their ad in prominent positions. The advantages are numerous. First, PPC provides immediate visibility mostly within 48 hours, unlike SEO which takes a prolonged period of 6-12 months. Secondly, PPC gives excellent tracking features. This may give a clear insight into the customers such as their location. Thirdly, it provides a chance to reach out to both the local and international market (Kapoor). PPC faces numerous challenges. First, people tend to ignore ads for various reasons such as that they are irrelevant, disruptive, annoying, or slow down the internet. Secondly, there is a charge per click. The rates vary according to the page linked to the ad hence, one needs to plan with a good budget.
The named strategies are just but a few and one should be wise when choosing which one can work for them. Some strategies such as PPC and SEO can work in unison. Big companies have the advantage of being known hence, can employ both traditional and online marketing tactics. However, it is quite clear that online marketing trumps traditional marketing in almost all aspects. Small entrepreneurs should strive to adopt online marketing tactics to reap these benefits.
Works cited
Iskandar, M. S., and D. Komara. “Application Marketing Strategy Search Engine Optimization (SEO).” IOP Conference Series: Materials Science and Engineering. Vol. 407. No. 1. IOP Publishing, 2018.
Kapoor, Kawaljeet Kaur, Yogesh K. Dwivedi, and Niall C. Piercy. “Pay-per-click advertising: A literature review.” The Marketing Review 16.2 (2016): 183-202.
Kingsnorth, Simon. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers, 2019.
Postmodernism and the Thomist Tradition
Doe 1
John Doe
December 13, 2012 Philosophy 101 Dr. Jane Smith
Postmodernism and the Thomist Tradition
Postmodernism, defined as “a style and concept in the arts characterized by distrust of theories and ideologies” (Oxford), found its expression in philosophy as a rejection of theories based on objectivism. This deep skepticism poses a special problem for the realm of Christian philosophy, which has at its base the truth of an absolute and knowable reality. Tracey Rowland, in her book Culture and The Thomist Tradition, believes that she has found a way to reconcile the fundamental subjectivity of postmodernism and the liberal tradition with the necessary
objectivism of Catholicism. In order to understand her argument, it is necessary to understand how, growing from the projectionist view of cognition, Rowland places herself among the postmodern theorists, and how she then subverts this subjectivity to make reality claims in favor of Catholicism. Once her position is understood, it can be evaluated in terms of the logical constraints of Christian philosophy. Does she independently come to her endorsement of Thomism, or does she allow herself to use Christian doctrine as a replacement for sound philosophical logic? I would argue that she does in fact rely too heavily on Christian ideas to make her argument, and in the end is unsuccessful in merging postmodernism with Catholicism. Her theory starts by delineating two possible theological responses to the liberal tradition. The first, Whig Thomism, embraces the Enlightenment thinking which characterizes the liberal tradition, and believes it to be ultimately compatible with, and perhaps even the necessary evolution of, religious faith. Followers of Whig Thomism place the seeds of the liberal tradition in the writings of Aquinas, and believe that a synthesis of Catholicism and modern culture is possible. This belief is founded in part upon the idea that modernity is theologically neutral, and thus poses no threat to the Church. Rowland, however, disagrees with this position. Believing modernity to be inimical to the development and success of Catholic values, she places herself among what she calls the Augustinian Thomists, who see no possibility for success if the Church attempts to modernize itself by developing a shared ideology with the liberal tradition.
Rowland’s objection to the modernization of the Church is based in part upon her belief in the expressionist view of language, which argues that language is inextricably linked to the culture in which it is used. The expressionist contends that an idea does not exist until it is expressed through language, and so is unique to that language, and hence that culture. This means that it is not possible to “distill doctrines from the tradition which embodies them and then represent them in the idiom of an alternative tradition . . . without in any way changing the meaning of the doctrine” (Rowland 121). To Rowland, the truth of this belief means the Church needs to acknowledge that it will not be possible to translate Catholicism into modern culture using the framework of the liberal tradition; any attempt to translate Catholic doctrine will alter the message beyond usefulness. In addition, the transposition of doctrine into liberal culture necessitates that the tradition of the doctrine and Church is left behind. In its place is a
reinvention of the Catholic tradition that is weak and impotent without the power of its history. Although Rowland argues otherwise, this school of thought stands contrary to the “implicit philosophy” promoted by John Paul II in Fides et Ratio as the common ground between all cultures; each culture exists without a common language or philosophy with which to communicate its ideas to other. For this reason, Rowland argues, it is not possible to convert people entrenched in the liberal tradition using modified Church language; instead they must be made to reject their own tradition and adopt the Thomist tradition wholesale. Rowland, then, rejects the liberal tradition in its entirety, and thus must find a means to pull people from the liberal into the Thomist tradition without the use of a common cultural language. What is cross-cultural, she contends, and so can be used to bring an understanding of Catholicism to other cultures, is the need possessed by all peoples to strive toward rationality and wholeness, a condition she terms the ‘integrity of the self.’ The liberal tradition, as stated above, does not fulfill this need, and leaves those who embrace it fractured and dissatisfied. It is this kernel of dissatisfaction that Rowland believes offers a window for the Catholic tradition to reach in and pull people into its fold. Following the example set out by Alexander MacIntyre, people can, through a dialectic process, eliminate all traditions which do not foster integrity of the self. They will then be left only with the Thomist tradition. Indeed, Rowland makes the claim that the Thomist tradition “can be rationally demonstrated to be the only tradition which offers any hope for the formation of an integral self” (134). Rowland then takes this argument a step further, making that the singularly success of Thomism is “a very strong argument for . . . the truth of the tradition” (134), so that her model for the Church’s reaction to liberalism becomes an intellectual defense of Christianity itself.
While this can seem an enticing argument for the benefits and validity of Thomism, there are several suppositions upon which it is based that are suspect. The crux of Rowland’s argument is that it is possible to reach conclusions about not only the effectiveness of the Catholic tradition, but also its inherent truth, through both a logical rejection of other traditions and the consequent immersion in the Catholic tradition – that reason can inspire faith. Since Rowland’s is a reason-based argument for faith, it must be evaluated for its ability to exist without suppositions based on faith and to stand separate from the Christianity it promotes. There are two parts of her argument where Rowland allows the end goal of the primacy of the Thomist tradition to act in place of reason.
The first of these is the supposition that a reasonable elimination of ineffective traditions will leave only Catholicism. The root of the problem with this supposition is her definition for an effective tradition – one that maintains an “integrity of the self.” Rowland is working from inside the Catholic tradition, and so is using its values to delineate the categories of success and failure. In short, she falls prey to her own belief in the degree to which “persons are influenced in their moral development by the culture of the community into which they have been born” (Rowland 1). She is basically using the ideals of her own tradition as a measuring stick for others, which clearly means they will fall short, since their values are not her own. Her argument takes for granted that the primacy of the values of the Catholic tradition will draw people to it. To this end, she offers a long and acute attack on the liberal tradition and the waysin which it falls short of the values she is promoting. However, despite the power of this
argument, she does nothing to follow that up with any stand-alone argument for the Thomist tradition. Instead, she only contends that because the others are wrong, hers must be right. It becomes a circular argument: Catholic values are the most effective, which means all other traditions will fall short, which proves that Catholic values are the most effective, etc. Given the basic inability of cultures to communicate effectively with each other, without having experienced all cultures, Rowland cannot make a claim as to which one is the best. The second noticeable flaw in her logic is her assertion that the success of the Thomist tradition is suggestive of its veracity. This is the part of her argument where reason is supposed to give way to faith, where a “methodology that does not begin with the principles of Christian Revelation” (Rowland 134) nonetheless leads to a belief in their truthfulness. This truthfulness is supposed to spring from the Catholic tradition’s unique ability to heal the self. There is no logical basis, however, for claiming that because something is helpful then it must be true; efficacy cannot be equates with veracity. If she is indeed promoting a kind of rationalism, in which the tenets of faith can be reached through reason alone, then this mis-logic creates a crucial missing link. If, as it seems more likely, she is promoting reason as only a road to faith, which is needed to complete an understanding of Christian Revelation, then her argument is acknowledging the necessity of a kind of intervention: reason based on what is the best for the self may lead a person to the Catholic tradition, but only faith can allow them to truly believe in its premises. She does not make clear which view she espouses, and so does little to explicate this stance.
In the end, Rowland is hampered by the beliefs upon which she bases her arguments.
Professing herself to be a part of the Genealogical tradition, she criticizes the Church’s refusal to acknowledge of the role of culture in the formation of the self and its relationship to theology, and herself acknowledges the inherent and possibly insurmountable difficulties is purveying the Church’s messages into other cultures. Despite this barrier, she claims it is possible to come to embrace the Thomist tradition through a rational rejection of all other traditions, and thus to effectively leave one tradition for another. The test for this argument needs to be whether it is still valid after taking away its theological basis to see whether it can stand without the need to reference its Christian end game. Separated from its Catholic roots, her assertion that Thomism is the only workable tradition falls short: only one already imbued with and looking for Catholic values will find them so clearly in that tradition. Finally, her assertion that Thomism’s success at maintaining an “integrity of the self” is an endorsement of its truth is, at its core, a faith-based argument. Reason may, however unlikely it may be due to culture barriers, bring a person to
Thomism, but only faith can prove its truthfulness.
Doe 4
Works Cited
Oxford English Dictionary, http://www.oed.com/Rowland, Tracey. Culture and The Thomist Tradition: After Vatican II. Oxon: Routledge, 2003.
Jobs That Will Not Be Safe As Technology Advances
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Jobs That Will Not Be Safe As Technology Advances
In the current world, every place is using technology to make work more simplified through the application of technological equipment. Due to the typical progression of technology, it has become easier to work mainly in the workplace as the overall process has been simplified. The technology has advanced more rapidly such that the work which previously took some days or months for completion is currently completed in just some few minutes. In the contemporary period, it is vivid that it is unmanageable to work without technology simply because of the increase in the workload and as a result of technology, this workload can be accommodated efficiently and effectively on time (Cascio et al., p.361). Also due to technology improvements, there are even possibilities of working without even having to go to the office physically.
The advancement of technology has led to some jobs being unsafe from elimination. Some tasks which require greater workforce and capital for example in production are now being replaced with more straightforward methods of production which uses less capital as well as workforce and eventually results in increased production. However, the advancement of technology has led to some disadvantages especially in the workforce where machines such as the robots are replacing human workers. This paper centers on discussing and examining some of the jobs which will are considered to be not as safe as technology advances.
It is evident that technology has significantly reformed the workplace and thus has resulted in the vanishing of some jobs. The following are some of these jobs which have disappeared entirely or which are under threat from robots which are as a result of technology advancement.
Cashiers
Cashiers who are typically positioned in several business premises like supermarkets, banks and in other organizations which significantly requires self-checkout machines are replacing the services of a cashier. The self-checkouts are not restricted to small baskets which are used mainly in shops as most businesses like supermarkets have attained some full-service checkouts connected with conveyor belts, whereas others consent the individuals to scan as they shop mostly by the use of a hand-held scanner. It is now possible that one individual can control several self-checkouts, to correct the mistakes which customers typically make (Pfeifer et al., p.1089). In future, it is projected this type of job which comprises both the cashiers as well as the self-check machines will be swapped by the RFID identifiers which will charge the customers’ account as they leave out of the business premises without many involvements as these machines will have simplified the work.
Both cashiers and self-checkout machines will be replaced by RFID tags that charge your account as you walk out of the store. Alternatively, you’ll select goods from a showroom of samples, but the actual product will be delivered. This is an example of a job which has already been proven to be under threat of elimination due to the recent progression of technology.
Newspaper Delivery
The existence of newspapers in their hard copy form is slowly diminishing with the introduction and popularity of e-readers and tables. Newspaper delivery and vending have been as a source of income for many individuals for an extended period, but due to technological advancements, this job is under threat as the electronic reading tools are replacing them. The popularity has been seen and projected to be shifting towards the internet by the individuals to get and advance their daily news feed. Hence in some years to come the necessity for delivery of newspaper services will soon be outdated.
Referees
It is evident that referees have started or are in the progress of being replaced by the Video technology. Over sometimes, the referring job has been considered as a well-respected job. However, there has existed several cases whereby the players and spectators have started to question the decision made by these human referees. Instead, they seem to trust technology to provide them with more accurate results. Presently this type of technology is starting to get more recognition for example technology was recently applied in the concluded 2018 Fifa world cup tournament where a video assistance referee technology was used. This seems to be the first stages of more developments which are projected to happen in the referring job. Therefore with the introduction of this type of technology put the referees work at risk of being substituted.
Travel Agents
With the availability of flight comparison websites, as well as some holiday package, being readily available online, the customers are becoming more sovereign when they reach a point or decides to take some trips abroad. The travel websites are replacing the travel agents, and whereby these websites can perform like everything practically which a travel agent would have been employed to undertake (Smith et al ., p.14) Therefore considering the sped by which technology is advancing, it might not take long before the travel agents are not required at all.
Taxi drivers
The introduction of self-driving cars has been regarded as a great danger to the career of the taxi drivers. The self-driving cars have already commenced in some parts of the world and can be considered as the result of the high increase in technology. The taxi drivers are being substituted by cheaper and labor-free means of transport by use of self-driving cars.
Journalists
The journalists’ job is among the tasks which are projected to be at risk of elimination due to developments of the artificial intelligence software. The innovative improvements in artificial intelligence software indicate that in some period to come, even writing will not be a significant problem for Artificial intelligence. Consequently, this knowledge has been applied in many cases and has been seen to work for example in crafting quarterly reports. Hence this is a clear indication that in future content could be created without the need of the human input. This puts this job in the category of the tasks which are projected to be replaced through the upsurge in the advancement of technology.
Over time there has been a high possibility of job loss due to the recent advancements in technology. Some jobs have already experienced some changes for example in many instances, the lift operator job has disappeared or is about to disappear (Rotman and David, p.33). In the previous years the lifts were manually operated, but as technology advanced, they are automatically run directly by the press of a button. Moreover, it has been reported the number of factory workforces for example in the manufacturing sector has sharply fallen and this is attributed by the technological invention, which are enabling the machines to take on the monotonous heavy labor. For example, there is a company in China which is said that it has replaced about ninety percent of its human workforces with robots, and this method has been reported to result to fewer defects as well as an increase in production. Therefore, it is evident that as technology continues to advance, many jobs are becoming unsafe and some have already been replaced while others are in the process of being eliminated.
Works Cited
Cascio, Wayne F., and Ramiro Montealegre. “How technology is changing work and organizations.” Annual Review of Organizational Psychology and Organizational Behavior 3 (2016): 349-375.
Frey, Carl Benedikt, and Michael A. Osborne. “The future of employment: how susceptible are jobs to computerisation?.” Technological forecasting and social change 114 (2017): 254-280.
Pfeifer, Rolf, Max Lungarella, and Fumiya Iida. “Self-organization, embodiment, and biologically inspired robotics.” science 318.5853 (2007): 1088-1093.
Rotman, David. “How technology is destroying jobs.” Technology Review 16.4 (2013): 28-35.
Smith, Aaron, and Janna Anderson. “AI, Robotics, and the Future of Jobs.” Pew Research Center 6 (2014).
