There is always a wrong or right dilemma in marketing ethics, as shown on these handwritten colorful sticky notes.

Marketing Ethics: For the CMO

on April 18 | in Ethical for Executives, Ethics in the Office, Featured | by | with No Comments

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Many things marketers do provide an avenue for unethical behavior. As a Chief Marketing Officer, it is important to be aware of these challenges to marketing ethics and be able to successfully combat them.


Some marketing ethics challenges are as follows:

  1. Creating Awareness
  2. Helping the company’s products and services stand out
  3. Motivating the customer to buy

On their own, these are purely goals that the marketer must achieve in order to successfully sell a product. However, attaining these goals becomes a challenge when pressure is placed on the time and the quantity of the product sold.

Time and quantity sold tend to be the biggest rivals of ethics and quality of the product.


Lets begin with the first goal:

1) Marketing Ethics #1:

Creating Awareness

The Ethical Way:

The right way to go about creating awareness is proper advertising. Proper advertising tells what the product is, how it can help the consumer, and what the price is. Proper advertising is encouraging not persuasive to a fault. It tells the customer how and why this would benefit them.

The Unethical Way:

Repeated messaging, invading the consumer’s privacy, not allowing the consumer time to think about it, telling the consumer that they are worthless if they do not have this product are all unethical methods of advertising and creating awareness.

As an executive of the marketing department, it is important to have clear guidelines when it comes to creating awareness ethically and then stick with those standards.


Lets look at the second goal:

2) Marketing Ethics #2:

Help the company’s products and services stand out from the crowd

The Ethical Way:

In order to make a company’s product standout, advertise it well, show its features, and truly develop and long-lasting and worthwhile product. The value of the product will speak for itself and create a need within the consumer to own it. If the product is truly great and fills a need the consumer has, then the product will speak for itself.

The Unethical Way:

Lying about the quality and the importance of the product is completely unethical, and it will only hurt the reputation of the company in the future. Dishonesty and deceit is not beneficial to the brand name and brand image. It is also not mindful of the customers- the customers are spendign hard earned money on the product.

Ask yourself and your company: Would I spend money on my product? Would I use my product? If the answer is not to any of these questions, the product may not be as worthwhile as you marketing it to be.


The third and final goal is:

3) Marketing Ethics Goals #3:

Motivate the customer to buy

The Ethical Way:

As stated in Creating Awareness, the ethical to motivate a customer to buy your product is to create a product that they actually need. A way to do this is through relationship marketing. Relationship marketing helps to build those relationships so the customers feel important, like people, but not like they are just there to buy the products. Making customers feel important and needed will result in appreciation for your brand and encourages brand loyalty.

The Unethical Way:

A few unethical ways to motivate the customer to buy include overpromising, making outlandish claims, and overpricing the product. These methods do not pay off- they can result in high customers for a time, but once the customers realize the err of their ways they will not be back.

Motivating the customer so that they want to be a return customer is crucial. The Golden Rule of Marketing states to treat the customer like you would want to be treated. This is extremely important to the success of a business that wants to follow the rules of marketing ethics.

That is how you should approach marketing ethics- with the mind to treat the customer how you would want to be treated.


For more insight into sharpening your workforce or inspiring your employees, see last weeks post! Click here to go to it now!

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Comment below any questions you may have

Its been great blogging about this interested topic with you all!

Sincerely,

SUNNY

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