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marketing

vr.tr.marketing · thing-q39809

Let an agent handle marketing by channel, method, measurement and regulation, including consumer protection and data privacy rules.

Thing Registry Activities and processes ACT.ACT
Bundle → Layer → Finding → QuestionsClassifiersWhat it isWhy it existsDistinguishing featuresWhat robots and AI may and may not doMoral aspectsOwnersLinks to other meta-modelsIdentity and identifiersDirect propertiesRecognitionCapabilities and actionsHazards and failure modesStandards and interfacesContext of useSources

Bundle → Layer → Finding → Questions Filled

4 bundles · 8 layers · 8 findings · 16 questions

Strategy Plan.

Audience

Target customers.

Audience

Audience.

  1. Who is the target audience and what do they need? definition
  2. What research supports this? provenance

Channels

Mix.

Channels

Channel mix.

  1. Which channels suit the audience and budget? action
  2. Why? definition
Measurement Performance.

Metrics

KPIs.

Metrics

Metrics.

  1. Which metrics show campaign performance? measurement
  2. How is attribution handled? definition

Testing

Experiments.

Testing

Experiments.

  1. How can messages be tested fairly? action
  2. Is the sample large enough? measurement
Compliance Rules.

Claims

Advertising codes.

Claims

Claims.

  1. Can this claim be substantiated under advertising rules? boundary
  2. Which code applies? provenance

Privacy

Consent.

Privacy

Privacy.

  1. Is there valid consent for this email or tracking? boundary
  2. Which data protection rules apply? provenance
Consumers Protection.

Misleading

Complaints.

Misleading

Misleading marketing.

  1. Is this advert or offer misleading? boundary
  2. Where can a complaint be made? action

Disclosure

Sponsored content.

Disclosure

Disclosure.

  1. Is sponsored or influencer content clearly labelled? boundary
  2. Which rules require it? provenance

Classifiers Filled

Family
Thing Registry
Category
Activities and processes
Entry kind
thing
Plane
ACT
Domain
ACT.ACT
Other names and narrower kinds
promotional model, shorthand typist, SEO specialist, web marketing, customer loyalty program software, social media marketing, lead generation, internet marketing, Meme marketing, black hat SEO, library use promotion, multi-level marketing

What it is Filled

The activities of creating, communicating and delivering value to customers, including market research, product positioning, pricing, advertising, digital and social media marketing, and customer relationship management.

Why it exists Filled

Let an agent handle marketing by channel, method, measurement and regulation, including consumer protection and data privacy rules.

Distinguishing features Filled

  • Customer-oriented communication
  • Many channels
  • Data-driven measurement
  • Regulated for fairness and privacy

What robots and AI may and may not do Filled

Must not

  • Make false or misleading claims about a product, its price or its effects.
  • Send marketing to people who have not consented or have opted out.
  • Target children or vulnerable people with harmful products such as gambling or alcohol.
  • Pose as an independent customer or reviewer while marketing a product.

Only with a human decision

  • Launching a campaign to the public.
  • Using personal data in new ways for targeting.

May

  • Draft marketing content for products the agent's principal is entitled to sell.
  • Analyse aggregated and consented customer data to understand markets.

Moral aspects Filled

  • Marketing shapes choices; manipulation exploits people's weaknesses.
  • Profiling for targeting intrudes on privacy and can discriminate.

Who is affected

  • Consumers
  • Children and vulnerable people
  • Competitors

Owners Filled

Steward

The business that markets; advertising standards bodies and data protection authorities set limits.

Links to other meta-models Filled

parent

  • Q2989674 - registry parent class

related

  • public communication - category
  • advertising - part
  • customer data - input
  • consumer protection law - law

What else AI and robots need to interact with it Filled

Identity and identifiers required Filled

  • Vercy registry: vr.tr.marketing
  • Wikidata: Q39809 (https://www.wikidata.org/wiki/Q39809)

Direct properties not applicable Not applicable

Not applicable

Plane ACT: no invented physical properties.

Recognition optional Filled

  • Campaigns and brand messages
  • Ad labels and sponsored content
  • Market as a place is a different sense
  • Advertisements, websites, social media posts, emails and events.

Capabilities and actions required Filled

  • plan marketing channels and messages
  • measure campaign performance
  • check advertising and privacy rules
  • recognise misleading marketing

Hazards and failure modes required Filled

  • Misleading claims
  • Unlawful data use and spam
  • Undisclosed sponsored content

Standards and interfaces required Filled

  • EU Unfair Commercial Practices Directive
  • GDPR and ePrivacy rules
  • Advertising standards codes

Context of use required Filled

  • Connecting products and services with customers.
  • digital marketing
  • social media marketing
  • content marketing
  • email marketing
  • search engine optimisation
  • loyalty programmes

Sources Filled

  1. Wikidata item Q39809: marketing - identity and sense of the item
  2. Wikipedia: Marketing - general description of the item

Open questions

  • Should marketing channels be separate entries?
  • How should advertising codes be localised?
  • How should metrics be defined?

Machine files

Card as JSON Specification Card backlog vercy.card/1

Provenance

thing registry research (pass 2) · unreviewed

Built from: models/things/publications/thing-q39809/spec.json