|
Ethical marketing isn’t just possible — it’s the best approachBog'liq sf-418-trends-in-ethical-marketing-guide-081623Ethical marketing isn’t just possible — it’s the best approach
for long-term success. Reasons for this:
Ethical risks compound over time:
Marketing isn’t just about
a single conversion. The most successful organizations build
lasting relationships, and pay attention to the lifetime value of
those connections. But taking shortcuts that leave consumers
at risk can damage or even destroy those relationships. What’s
worse, the relationships most at risk are ones that are already
delivering value — it’s bad enough to lose a sale over concerns
about ethical risks, but it’s even worse to have a paying
customer discover a problem like biased targeting or insensitive
communications after investing in earning their trust.
The right tools matter:
Setting teams up with the best data
management tools can seem like an expensive investment, but
additional capabilities can cut costs down the line and improve
the experience on both sides of a business relationship.
Future-proofing avoids friction:
Especially in the case
of emerging technology like generative AI, responsible
marketing can preempt things like legal changes, regulatory
scrutiny, and public mistakes that can cost a lot — both in
bottom-line dollars and in relationships with consumers,
regulators, and communities.
Responsibility can create industry leaders:
Beyond
the tangible value of sales and the measurable impact
that a loss of trust can have on customer sentiment, taking
a responsible approach can also benefit businesses by raising
their profiles in the industry. When one company figures out
how to build positive values into its marketing approach, others
are likely to follow. And by taking on these challenges early,
businesses can position themselves as thought leaders,
experts, and innovators.
Because it can have such far-reaching benefits, there are
few things marketers can invest in with higher return than
responsible personalization. And based on current trends
in the market, there are a few identifiable places to start.
Consent-deficient data capture, insufficient provenance
workflows, and brute force policies cause average companies
|
| |
