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dark social
Many tools and services offer [0.3]s to conduct social listening, mostly for free. The output of scanning and monitoring social media interactions can include insights about what people think and feel about a brand, and that is the fuel marketers need most. But if you think about it, there are two facts behind the downturn of "social listening". First, the legal and ethical governmental actions (example, GDPR in the European Union) and second, the invisibility of most digitalized social content. No analytics program can legally nor technically "listen" to social content which appears in eMails, instant messages (WhatsApp, SMS, LinkedIn messenger or other) and other apps. And what about a post to a story on Instagram or Snapchat? Because "social listening" is so limited, try small data instead.

DEI - diversity, equality, inclusion

One of those abbreviations that is more associated with larger corporations, but definitely is of concern to [0.3] stakeholders, mainly [2.992] and clients. "Diversity, equality, and inclusion" are expected social norms in many countries (see Woke Marketing), norms that involve human resources and marketing in any [0.3] that offers a workplace.


Table minus3 – DEI - diversity, equality, inclusion affecting [0.3] marketing and human resources



Marketing concerns (examples)

Motto: Actions speak louder than words

Human resources (HR) concerns

Motto: Different beautiful flowers make a wonderful bouquet

DEI, general

To use DEI common vocabulary to avoid misunderstandings among [2.992], "sales[2.03]" and [3.01/3.02] clients.

("sales[2.03]" only if 2.03 was activated)

To consider adding DEI values to the existing [1.21/1.22] values.

To align [1.21/1.22] declarations and promises with DEI delivery. Referring also to[11.81/11.82] social responsibility.

To prepare an in-house HR DEI program (plan, execute and control it) by treating candidates, [2.992] and former [2.992] as theinternal clients (potential, actual and loyal).

To prove transparency and involve [2.992].

To involve DEI in the so-called "[1.21/1.22] culture".


To accommodate 'diversity' among [3.01/3.02] "sales[2.03] and" clients in order to better cater to their needs while improving communication with them.

("sales[2.03] and" only if 2.03 was activated)

> Diversified teams tend to be more creative!

The presence of heterogeneous population among the [2.992] of a [1.21/1.22] while supporting underrepresented ones.


To support 'equity' by avoiding examples such as the controversial "pink tax" when women are paying more than men for the same offer (such as razors).

> Clients tend to favor any [1.21/1.22] that demonstrates equity (see Triple Bottom Line).

An approach that ensures that candidates and [2.992] have access to the same job opportunities and career plans.


To demonstrate 'inclusion' when communicating with [3.01/3.02] clients bymaking an effort to break stereotypes.

> Clients tend to share content and better identify themselves with such brands (seeTriple Bottom Line).

Means "the action of including or of being included within a group": the candidates and [2.992] to feel the sense of welcome. The [2.992] to witness belonging and value in their team as well as in the workplace, overall.


Individual characteristics upon which differential treatment should not be based (non-discrimination grounds):

Gender, sexual orientation, disability, age, religion or belief, racial or ethnic origin

digital marketing
Digital marketing is known by various terms: internet marketing, eMarketing, online marketing, web marketing, and new media marketing. Digital marketing involves planning, executing and controlling promotional activities through various host options, including portals, websites, mini-sites, applications "such as ##9.511##" and others. Digital marketing includes mobile devices: smartphones, tablets, and others.

digital resources
Refers to the quantity (for example, number of individual users of a website), quality (for example, authenticity of a social network page), and interactivity of ##1.27## websites, referring sites and social network pages. Special attention is given to owned digital channels, such as a website, app, point of sale system, and client relationship marketing (CRM) system. Cybersecurity could be referred to as a digital resource, especially if such security is higher than common industry practice). Digital resources are part of marketing resources (also called "internet presence" or "web presence").