Principles of Marketing

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Data and

Digital Marketing

Data makes digital marketing uniquely powerful. Because we have access to data online, marketers can get the right ads to the right groups of people. In this exercise, you’ll evaluate your own experience with online advertising and how it relates to your online behavior.

Take-home assignment


Over the course of a week, capture ads you see on different media platforms. Copy ads you see online, or take screenshots of ads you see on your phone. Describe ads you see on TV and hear on the radio. Try to capture at least 10 ads on at least five different platforms or channels. Add a description or image for each ad in the table below, and reflect on the following questions:


A. Why do you believe you were shown this ad?


Was this ad relevant to you?

Was it advertising a product or service you may be interested in?

C. What data may be behind you seeing this ad, and how do you think that data was captured?

Unit 1 | Build a Social Media Presence

Ad description (screenshot or description of the ad and brand)

Why were you shown this ad?

Was this ad relevant to you?

What data might have caused you to see this ad? How was that data collected?


Objective Meets expectations? (Y/N) Additional


Student can adequately represent the reasons for an ad being shown to them.

Student can make a distinction between ads that use demographic, location, behavioral or interest targeting.




The Evolution of Digital and Social Media Marketing

The media landscape has changed dramatically over the past few decades. As a result, the way content is created, distributed and consumed has changed. In this exercise, we will reflect on the evolution of media from 1970 until today.

Take-home assignment


Talk to a parent, family member or friend about the evolution of media over the years and answer the following questions:


Imagine you’re an aspiring travel writer and producer. You go on a road trip, take some beautiful pictures, film some footage and write about the experience in a diary. Then you decide you want to publish an article with some of your pictures and tips for people who would like to do the same trip. Now think about the


. What would you have had to do if you wanted your story to reach at least 100 people? How about in the



And in 2000? What could you do now?

Note: Feel free to add to the options your interviewee gives you. Use the information to fill out the table below.

Time frame

Distribution options




Unit 1 | Build a Social Media Presence


Using the information from your interviews and internet research, create a timeline from 1970 to today that lists the key media types used at the time. You can list the media brands that were or became available during each time period.


Now, draw a vertical line on your timeline to indicate when we saw a shift from one-to-many (non-interactive) media to one-to-one (interactive) media. What prompted the shift?

Unit 1 | Build a Social Media Presence


Objective Meets expectations? (Y/N) Additional


Student can adequately represent the shifts in media and content creation.

Student can roughly identify when the shift from

one-to-many to one-to-one media took place.




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