Introduction
An unprecedented commercial and trade revolution has been unleashed by the Internet. Communication through the internet is today considered to be a critical platform for connecting businesses with one another and with their customers. Prospective consumers looking for information about particular business goods before making a purchase have come to rely on corporate websites as their primary source of information in today’s age of information. Aside from that, websites have developed as essential and cost-effective marketing platforms via which firms may present new products and deliver key marketing information to end consumers (Arnold, J. et al, 2011, p. 56). As a consequence, even while the internet and other online technologies have unquestionable benefits, the growth of these technologies has resulted in the formation of security loopholes that, when actively exploited, expose the connected organizations to enormous financial risk (Garfinkel & Spafford, 2002, p. 48). Microsoft is the selected company for the paper. Microsoft has grown to become a well-known US software development business whose products, such as Windows, have become household names all over the globe, will discuss internet technology, marketing, and security from their perspective. It will be focused on the description and evaluation of Microsoft’s website in terms of product information, corporate contact details, tailoring things for customers based on their preferences, and collecting customer information at the moment of purchase. Additionally, as part of the inquiry, an audit and review of Microsoft’s privacy and security policies, as well as the expected corporate response to a security breach, will be carried out.
Academic review of one feature of digital consumer culture
Privacy is generally characterized as “the right to be alone,” and it is related to emotions of isolation, secrecy, and autonomy. The term “invasion of privacy” is typically associated with personal information when it comes to consumer activities that take place in the arena of the electronic marketplace, and an invasion of privacy is typically interpreted as the unauthorized collection, disclosure, or other use of personal information as a direct result of electronic commerce transactions (as opposed to other types of consumer activities). The types of personal information that are at risk may be split into two major categories based on the nature of the information involved in the invasion of personal information privacy. Personal information that is not anticipated to vary much over time, for example, might be referred to as “static private information. Static private information includes things like reference information, historical financial information, health information, personal associations and beliefs, and personal papers, among other things. Another kind of private information is that which fluctuates significantly over time but may still be obtained and processed in such a way that an accurate individual profile can be constructed. This type of information is referred to as “other private information. Known as dynamic personal information, this kind of information includes things like activity history and activity content, amongst other things, and it is collected automatically.
Individual data is being generated, collected, and processed by an expanding number of governments, organizations, and people.
Data protection aims to strike a balance between the risks and advantages of personal data processing1 so that people may have trust that their information is gathered and maintained securely. Besides, it is only used for lawful reasons.
Personal data processing is normally required to be legal, restricted, transparent, accurate, and secure under the terms of data protection regulations.
They often strive to preserve people’s privacy2 and to provide them with some level of choice over how personal data about them is used and stored.
As part of this process, they often create organizations with the authority to conduct investigations and enforce responsibilities.
In the digital economy, a robust data security framework offers assurance that may foster investment, competitiveness, and innovation in the digital economy, as well as the adoption of digital government and private sector services. There are hazards associated with the collection and processing of large volumes of personal data.
With digital marketing, loss, theft, disclosure without authorization, and abuse of personal information are all possibilities. According to Federal Trade Commission (2021), identity theft, inappropriate or humiliating disclosures, loss of crucial information, or uninvited marketing or solicitation are all possible outcomes.
Additionally, personal data may be utilized for government and corporate surveillance as well as for the biased treatment of vulnerable persons and groups (Voigt, 2019).
In certain cases, individuals are oblivious to how their personal information is being utilized or to which companies their information is being transmitted, and their confidence should not be taken for granted. Consumers who become more aware of the hazards associated with their data are more likely to avoid or restrict their use of digital services, which might impede attempts to promote economic growth and inclusiveness. Recent research has shown that customers in both high- and low-income nations place a high value on the security of their data.
Digital Media
One’s corporate website acts as the company’s online shop, and its performance is vital to the success of any online business venture (Catalano & Smith, 2000, p. 118). As with any subjective concept, the web material on any respected company website must emphasize specific concerns for which they supply solutions to consumers and the main goals that they help customers in reaching.
Among other things, web content must establish credibility and include a call to action that encourages the user to go to the next step, such as buying the product or service in question. As an example, on the Microsoft web page, the tabs that connect to product information are prominently displayed on the top page of the website. Even though they are a touch cluttered, the product pages for the software, business software, and hardware categories, as well as the entertainment categories, provide a short synopsis of what is available in each category. The corporation’s decision to use this way of communicating product information makes sense when you consider the vast number of things they provide in each category and the diverse range of products they offer. The layout, as shown by the positioning of product information on the pages, indicates a subtle knowledge of the enormity of the product portfolio, as seen by the efforts taken to ensure that the information provided is evenly distributed across the pages.
The product information on the Microsoft website is precise and adequate to enable a potential customer to make an informed decision. On the surface, it seems that the company’s website does not pay any special attention to the company’s contact information, which is understandable. Contact information is presented on the website in the standard method that can be seen on the vast majority of the company and personal websites. Information on contacting the company may be found on the “contact us” page, which offers links to e-mail, chat, and phone options for getting in touch with the organization. Sublinks are included in each of the three links, making it easier for prospective customers to get the information they want with more ease and precision. It is critical, however, to update the “Contact us” link on the home page in such a way that it adds to the overall image of “great” customer service.
The production of items that are specifically customized to the needs of individual customers is a serious undertaking. As a result of the dynamic and changeable nature of corporate needs, Microsoft’s website has done an excellent job of defining the underlying meaning of goods, as well as the conditions in which they are most suited and where they are most successful.
One specific benefit of the website when it comes to personalizing items for customers in the absence of broad promises that may lead purchasers to assume that the company can fix their software problems “no matter what they are.” In light of the intricacy and one-of-a-kindness of Microsoft’s products, the company’s website does not have an online purchasing portal that would enable consumers to place orders straight from the website itself. Following the transaction, it is evident that the business will rely on the contact information to provide “additional assistance” as well as, presumably, to provide customer information after the transaction has been completed. As a result, there is a serious lack of information regarding customer purchases available on the website as a result of this. Because such information is not accessible, even in the most general terms, the website has committed a strategic failure, and this is true despite the presence of connections to relevant resources on other websites.
With its resources and inventiveness, Microsoft was able to establish what might be described as “monopoly status” in the internet and software development marketplaces when the business initially entered the markets. In recent years, however, the company has faced intense competition from counterfeits, as well as from other quickly rising firms like Google and Apple (Boone & Kurtz, 2011, p. 175). It has put in place a marketing strategy that places a strong emphasis on the usage of the internet as a medium for marketing.
Beyond partnerships with social networking sites, which are particularly crucial for promoting Microsoft’s search engine Bing, Microsoft also posts adverts in rival search engines and promotes sales and specials on the company’s main website (Beyazitoglu, 2010, p. 98). However, although the approaches outlined above are likely to provide excellent results, they are also a part of the normal internet marketing strategies, and their effectiveness is thus likely to be restricted as a consequence of this.
Competition
While social networking sites have not yet achieved their full marketing potential, it is an effective technique that the company should continue to improve and concentrate on for it to stay competitive. It is said that a company’s ability to surpass competitors by doing what they do better or in a completely different way is the cornerstone of its competitive advantage (McDaniel and Gitman, 2008, p. 108). However, even if Microsoft’s website is up to date, it does not give any kind of competitive advantage when compared to its rivals’ websites. Because the website offers the company’s flagship goods, such as Windows, which have practically become a need for all computer users, this may be the only competitive advantage the website has to offer in this area of the market.
Increasing corporate espionage has caused internet security to come to the top of many firms’ priority lists, and it is expected to continue to increase (Mackey, 2003, p. 78). On the website of a company like Microsoft, you will see a detailed privacy policy that describes precisely what information the company collects and how it uses that information. Following the policy’s clarification that personal information is collected with a customer’s consent, it explains how the personal information is used. Also, it provides contact information in the event of a privacy issue and emphasizes the customer’s choices and options when it comes to receiving promotional communications from the company, the policy states that the company may. Overall, the policy is comprehensive and addresses the great majority of the privacy concerns that a normal Microsoft website user would have about their personal information, which is a good thing.
Critique
Even though Microsoft has one of the most powerful cyber security systems accessible in the corporate world (Ratliff & Ballard, 2006, p. 24), it still grapples with security challenges. This year’s website was targeted by an attack in October, despite the company’s promises that personal information was protected. The event cast doubt on the company’s ability to detect and repel hackers who attempted to steal information from the website as a result of the incident. Using credentials sent to an external e-mail address in Russia, the hackers launched their attack and were able to download source code from the Microsoft website from a distant location. A Trojan horse called QAZ was used in the attack, which, according to the corporation, lasted 12 days and gained access to the company’s computer system via an employee’s e-mail account. Most likely, Microsoft did not adequately safeguard their network’s access points, hence exposing their remote access system and resulting in a security compromise on Microsoft’s end. When the breach occurred, one of the company’s first responses was to invite an FBI Computer Analysis Response Team to examine the company’s systems, which included a study of network logs with the main purpose of identifying recognizable fingerprints of the intruder. Additionally, Microsoft blocked and, in some cases, limited access to its network for some of its employees when they were away from the office. As a consequence of this decision, Microsoft was able to prevent any hacker from re-entering its network.
Therefore, the firm must strengthen its virus scanning and prevention procedures, as well as its network access point protection, in light of the aforementioned security issue. This attack may have happened as the consequence of a failure in virus and access point security procedures. As a result, logging systems have become some of the most vulnerable security points in any network system, making them an attractive target for cybercriminals (Bhasin, 2003, p. 67). In addition to having a rigorous monitoring system for the logging system, the business must deactivate any ports that are no longer required.
Conclusion
According to Dell, the internet’s ability to aid firms in decreasing expenditures indicates that the internet’s potential in business and commerce has not yet achieved its pinnacle. Beyond e-commerce, there are a variety of additional novel applications for the Internet that corporations have yet to make use of. With the increasing availability of internet access throughout the globe, especially among previously unreached populations in Africa, Asia, and Eastern Europe, there is a tremendous marketing potential for businesses to capitalize on. In contrast, the threat of unlawful entrance is becoming more prevalent with each passing day.
Consequently, companies should make investments in secure internet technologies via research and development to ensure safe online transactions while also safeguarding themselves from data theft.
References
Voigt, K., 2019. Social justice, equality, and primary care:(how) can ‘big data’help?. Philosophy & Technology, 32(1), pp.57-68.
“New Data Shows FTC Received 2.2 Million Fraud Reports from Consumers in 2020,” Federal Trade Commission (4 February 2021). Available at https://www.ftc.gov/news-events/press-releases/2021/02/new-data-shows-ftc-received-2-2-million-fraud-reports-consumers.
Arnold, J. et al. (2011). Web Marketing All-in-One Desk Reference For Dummies. New York: Springer Verlag.
Beyazitoglu, F. (2010). Business Marketing – the Case of Microsoft. New York: John Wiley & Sons.
Bhasin, S. (2003). Web security basics. London: Sage Publications.
Boone, L.E. & Kurtz, L.D. (2011). Contemporary Marketing. New York: Springer.
Catalano, F. & Smith, B.E. (2000). Internet marketing for dummies. NJ: Infobase Publishers.
Garfinkel, S. & Spafford, G. (2002). Web security, privacy and commerce. London: McGraw-Hill.
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McDaniel, C. & Gitman, L.J. (2008).The Future of Business: The Essentials. London: Cengage Learning.
Ratliff, B. & Ballard, J. (2006). Microsoft Internet Security and Acceleration (ISA) Server 2004. Chicago: Cengage Learning.
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