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In an age more digitally communicated than ever, marketers hold unprecedented leverage. Companies demand more from their marketing activities as society becomes more reliant on brands’ contributions to its economic health and social connectivity than ever before. In the current environment of heightened customer activism, might a proliferation of honest, ethical messages do our diseased world good?I believe it is time for marketers to commit themselves to change – our world will be better for it. This is the Ethical Marketing Manifesto: A Vision for Highly Conscious Communication of Value.
The 5 Key Tenets for Ethical Marketing
There are five key ethical tenets which we call on Marketers to embody in order to promote an ethical business culture: transparency, honesty, positive societal impact and value for lifetime customer relationships.
Transparency, honesty, Commitment to Positive Social Impact, Delivering Value for Lifetime Customer Relationships, and Pursuing Technological Understanding to Every Degree Possible.
As marketers, we should commit ourselves not just to individual success with customers but also feel everything we do has a duty of care towards the larger populace and its achievements. To highlight best practices, click the above header links to explore each concept in depth.
Transparency: Know Us, Like Us or Dislike Us?
It’s about complete honesty and being vulnerable at ALL times – even when things might be embarrassing or difficult. Yes- humility goes well with transparency too! Honesty takes honesty
Great marketers should be committed to both understanding their customers and interview them with the same depth of care as you would an employee interview.
We ought to commit to high quality customer service with kindness that lasts. Not because it’s a good business tactic, but because adding benefits is how we do business.
Great transparency requires us to be more involved in the customer journey.
Marketers often give up once the sale has been made or even once the lead has been sent to sales. But our job is not over when we build leads…
Our job is over when we build great connections that empower customers to be more successful with us than without us.
That process cannot be finished with a hand off to the sales department. We need to be understanding of the sales process, understanding customer frustrations and maximizing the amazing customer experience.
Honesty: The Best Marketing Policy
We need to have a clear objective in our marketing and make good at meeting that objective. This clear point will translate into fearless campaigns.
Techniques of marketing should not distract buyers from their ultimate goal when they purchase an item. We won’t let trust scare our campaigns or mislead promotions we are ethical marketers committed to change consumers and ourselves by living our values at work, home and play.
Again, we commit to high quality customer service with kindness that lasts because adding benefit is how we do business.
Accept the Responsibility of Creating Positive Social Change.
Honest commitment lies at the heart of connecting with the people on a regional level. By adhering to the philosophy of being tangible, true and clear for people who really require practical help on every issue, marketing can show commitment to genuine social change and realistic impact on the future of digital communication.
Great marketers know they come to bring a degree of personal bias and are committed to hedging that bias at every stage of their marketing. This requires marketers to be studious on the latest trends, technologies and effects on their users.
Great marketers ought to also speak up in cases of injustice, social inequity, and obvious cases of abuse or neglect within and outside of their control.
Great change starts locally, and expands with even one small decision to be kind and true to others.
Great Marketers Should Understand and Invest in the Value of Lifetime Customer Relationships
Marketers have to always be engaging with various sales techniques, formulating new ways to go forward.
They also need to understand the basics of information and data management, marketing process and consumer preferences and brands.
The truest gauge of an ethical marketer’s capabilities is their ability to communicate the user needs to the solution provider.
Marketers should take time out to experience their customers’ pains, interests and joys in order to create personalized solutions that invoke value for both parties.
Marketers should always looking for ways to create personalized solutions for customers. Understanding what customers like and don’t like, as well as their pains, interests and joys will allow marketers to create a more personal connection with them. This will result in increased customer satisfaction and better customer relationships – which should be the ultimate goal for every marketer.
Pursuing Technological Understanding to Every Degree Possible.
It is no longer enough to understand the basics of SEO, HTML, or email marketing. Much like product managers, marketers should be committed to not only understanding the technological stack behind their products, but seek to help or suggest options for future improvement.
Marketers often understand the requirements customers ask their product or service to provide to their customers at the most basic psychological level.
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