Tuesday, November 6, 2018

Ethics in Marketing


Ethics is not a topic that I hear marketers talking about very often, however it is something that I think about frequently because I understand the societal impact of what I do. Marketers can often drive human desires and behaviors, getting people to buy things that they may or may not need, making them feel better or worse about themselves in the process.

Skilled marketers wield a lot of power because between data analysis and intuition, they know how to manipulate people's thoughts, attitudes and behaviors. A long time ago, one client approached me saying that he needed my assistance because I was a "master of the dark arts." This took me aback because I try to be completely ethical in my approach to marketing but I knew what he meant by the comment. It was clearly intended to be a compliment. 

So what are some of the ethical issues in marketing? First and foremost is using marketing to make a product that is clearly harmful more appealing to people - for instance, selling cigarettes by appealing to people at a deep emotional level.  This can be achieved by linking the cigarette brand to independence, rebellion, good times, coming into one’s own power, etc.

Next is getting people to buy stuff that they just don’t need. How many toys does one child actually need? How many pairs of shoes are enough? Or, how many homes are enough? Some salespeople are so skilled they can get a person to buy something that he doesn't desire and for which he does not have a use. 

Then there is using fear to sell something. As we all know, fear works really well as a motivator, however constantly using fear to market products and services only serves to create a more fearful society motivated more by avoidance of potential problems than by embracing that which is beneficial or uplifting.

Related to fear-based marketing is the practice of assigning pejorative labels to competitors' brands, repositioning them as undesirable or even repulsive.   

Making false claims is both unethical and illegal. I am personally not as concerned about what is generally considered to be puffery, for instance stating that one’s brand is “the best in the world,” because few people are going to take that statement at face value.

Certainly, an ethical dilemma that most marketing agencies face is whether to do (a) what is in the client’s best interest or (b) what the client wants (if you know that what they want is not in their own best interest).  In this situation, are you forthright with the client but then ultimately collect your fees for executing what they desire or do you walk away from the project or business if what you are being asked to do is not in their best interest?  Is the client always right or is the client sometimes wrong?

How about getting someone to pay a huge price premium for a product because your brand bestows status on that product? Is this just helping people climb Maslow’s hierarchy of needs or is it getting them stuck on one step in that ladder (at a hefty profit to the brand)? Anchoring the premium end of a product range with an outrageously high price can get people to trade up to a more expensive product in the middle of the range. And setting an artificially inflated suggested retail price allows for a much bigger price discount, leading to an increased perceived value. Realtors often use the trick of showing their clients properties with poor values first to increase subsequent properties' perceived values.

Knowing that brands can sometimes make people feel more appealing, loved, smart, accomplished, valued, etc. I want to scream to them, “You are already appealing, loved, smart, accomplished, valued, etc. You don’t need a product or brand to be that.”

There is also this question: Does the relentless pursuit of more and better products, services and experiences lead to improved lives with more leisure time and a higher quality of life or does it just constantly raise the bar for what will satisfy while depleting natural resources and placing more demands on peoples’ lives?

Some people medicate themselves with "retail therapy." Each purchase feels good for a while but then more purchases are required to maintain that good feeling. 

How about those huge purchases that marketers can get people to make, for instance luxury cars, luxury boats, fine art, expensive wines, etc. Some people can easily afford these things and very much appreciate even minutely incremental improvements in quality. Others however may be stretching their budgets to “keep up with the Joneses.” This second group may experience immediate post purchase remorse after such a large purchase. Is it ethical to market to these people based on aspiration?

And, related to that, if people experience buyer’s remorse immediately after a purchase, is it a good thing or a bad thing to create a post purchase touch point that relieves their anxiety and makes them feel better about the purchase?

Then there is competitive consumption. I am a sailor. In the boating world, it is a relatively common practice to keep trading up to bigger and bigger boats. Heck, among the one tenth of one percent, they are trading in 100 foot yachts for 200 foot yachts and 200 foot yachts for 400 foot yachts. Then it gets even crazier. "My yacht has two helicopters, four jet skies, four personal submersibles, two tenders and bi-level swimming pools. How about yours?"

And what about selling functional substance, a real solution to a problem, versus good feelings? Many brands (and salespeople for that matter) are masterful at selling good feelings without really delivering much else. I often feel this way about motivational speakers. Is something tangible really more valuable than something completely intangible?

And, is it better to market to and deliver on a need or a desire? Is one better than another? What if one desires something that is not good for him or her? Is that the marketer’s problem? Is it another person’s right to judge what is good or bad for another?

So how do I see that marketing can be truly helpful to organizations, brands and their customers? First and foremost, brands can help organizations focus on how they can best add value in the market, especially in unique ways. A brand’s unique value proposition can become the organization’s internal rallying cry, energizing employees and mobilizing them to deliver on the brand’s promise. Marketing can also highlight a particular brand’s unique advantage over competing brands, helping consumers to make more informed decisions. If one includes marketing research as a part of marketing (as well they should), there is a huge advantage to understanding what the customer actually needs and wants so that the organization can deliver it to him or her. Identifying and determining the best ways to meet human needs is a noble endeavor.

43 comments:

  1. As you can imagine Brad, I find your comments to be right on the money!
    If the Rochester Area Business Ethics Foundation is to attain its vision of "Rochester being the gold standard of ethical cultures", we need to keep preaching the message and its value. Thanks for helping.

    ReplyDelete
  2. Those email newsletters you receive after becoming a customer somewhere are not random - they have a purpose and are often tailored to things you've viewed or expressed interest in.Socialener

    ReplyDelete
  3. Advancing or marketing your item or administrations on the computerized stages, including the web, cell phones and show ads is by and large known as advanced marketing.Webdesigner Website Voor Professionele en Betaalbare Websites

    ReplyDelete
  4. Not to be beaten, another contender chose to follow suite. Webdesign

    ReplyDelete
  5. When people find value in your tweets, they will then re-tweet or create buzz about your business to their followers. smm panel

    ReplyDelete
  6. Then again one may likewise contend that innovations, by extending the quantity of various errands that are anticipated from laborers and the variety of abilities expected to play out these assignments, may accelerate work and increment the degree of stress and time pressure on laborers. best place to buy a cheap domain name

    ReplyDelete
  7. Somewhere in the range of 2004 and 2008 Google, presently was the main genuine "player" in the web index world, begun making a move against poor connecting practices and organizations and fired straightening out on spam and purchasing joins. SEO lead generation

    ReplyDelete
  8. There is no brisk and simple answer for blackhat advancement's stain on the SEO business. Webdesign Hasselt

    ReplyDelete
  9. Saying that all SEO organizations bargain in blackhat advancement resembles saying every individual who messages is a spammer. Webdesign

    ReplyDelete
  10. You can also opt to do a live product review video and share it on Instagram. Pictures and videos are more appealing to many people than text files. Media files stand higher chances of going viral as people share them. this contact form

    ReplyDelete
  11. เราคือผู้นำด้านเกมพนันออนไลน์ Major168 เราคือผู้ให้บริการ คาสิโนออนไลน์ ที่ได้รับรองว่าดีที่สุดในประเทศไทย มีค่ายเกมส์ให้เล่นมากมาย Sagaming, Sexy bacarat, Dreamgame, Ebet, Wm casino, Vivo gaming ไม่ผ่านเอเย่นต์ ระบบปลอดภัยมีทีมงานดูแลตลอด 24ชม.

    SAGAME88 แหล่งรวมเกมส์พนันออนไลน์ คาสิโนสด บาคาร่า กำถั่ว คาสิโนออนไลน์ ไฮโล รูเล็ต รับเครดิตฟรีเล่นได้ทุกเกมส์ โบนัสสมาชิกใหม่เพียบ พร้อมระบบฝากถอนออโต้ 10วิ เรามีทุกค่ายเกมส์ให้คุณเลือกเดิมพัน SA Game Sexy bacarat Dreamgame WM Casino VIVO Gaming Ebet เล่นได้ทุกเกมส์

    Our website ufabet provides betting services in the system of Auto Deposit-Withdrawal. Our members are not only in Thailand. Online football betting UEFA Bet market And this makes a guarantee that Ufabet168 is another reliable football betting website

    ufa through the website UFABET1688 a web gambling online , one that integrated all the bets from online casinos , online casino , online , and also have a game a lot more to be chosen to play such games.


    ReplyDelete
  12. Keep up the good work , I read few posts on this web site and I conceive that your blog is very interesting and has sets of fantastic information. ufabet1688

    ReplyDelete
  13. It is very informative post thanks for sharing the information.
    Welcome box company
    Buy Gourmet Boxes

    ReplyDelete
  14. These days universities load students with a lot of work which puts students under stress. To give equal attention to every subject is quite difficult and to take some load off of students' heads, assignments help online provide these services to the students of various universities

    ReplyDelete
  15. Your article is going to rock!!! Read such a nice post after a long time. You can maintain your educational delivery practices remotely with the Online Classes software.

    ReplyDelete
  16. Thanks for sharing a piece of knowledgeable information with us, I got some valuable information in your article. It was awesome to read it. keep sharing great content with us.
    designer pens

    ReplyDelete
  17. We offer Movement Therapy Sessions along with 30-minute, 60 minute and 90-minute massage sessions.personal training in dallas The Forge on Dyer is a training, performance, and recovery studio with a focus on whole body wellness.

    ReplyDelete
  18. Hi there, after reading this remarkable paragraph i am
    too happy to share my experience here with colleagues. 휴게텔

    ReplyDelete
  19. very great eccommerce website for custom packaging boxes try now Cardboard Retail Boxes

    ReplyDelete
  20. Very nice post. I just stumbled upon your blog and wished to say that
    I have really enjoyed browsing your blog posts. In any case I'll be subscribing to your
    feed and I hope you write again very soon! 샌즈카지노

    ReplyDelete
  21. In spite of the fact that looking over is an exceptionally famous plan and as often as possible utilized across most sites (particularly internet business), it isn't intended for each site. https://www.sandeepmehta.co.in/affordable-seo-services-delhi/

    ReplyDelete
  22. Hatta Mountain Tour is a must-visit destination in Dubai for anyone interested in exploring nature, peace, and culture. You will travel to an intriguing location with mountains and swaying lands. Hatta Mountain Tours are available at a reasonable price. We offer professional tourism services at a moderate cost to ensure that your special moments are remembered. To amuse our guests, we deliver excellent hospitality and unrivaled facilities. Hatta Mountain Tour is a terrific opportunity to spend quality time with your loved ones while getting away from the rush and city life.

    ReplyDelete
  23. Thanks for magnificent posting! I genuinely delighted in understanding it, you are an extraordinary author. I will make sure to bookmark your blog and will return what’s to come.
    Try to check my webpage company id card format

    ReplyDelete
  24. What sets us apart from other security companies is that we put lay a lot of emphasis on personal protection. security services We have the latest security gadgets, arms, tracking devices, and all accessories that are necessary to detect threats and protect our clients. This is perhaps the leading reason why we are the first choice for many high-end clients who need protection around the clock.

    ReplyDelete
  25. Custom Packaging Boxes is one of the Best Packaging Printing Solution for Custom Boxes that fit your budget.custom beauty boxes

    ReplyDelete
  26. Measurements show that around 40% of the SEOs in the market handle something like 11 customers while 23% SEOs handle no less than 21 customers.Web Development Agency

    ReplyDelete

  27. interactive-flat-panel

    Adopt full aluminium alloy panel structure, anodized surface process, ultra-narrow frame, rounded corner design, fashion and beautiful appearance
    4mm tempered glass with anti glare 3.Advanced IR 20 touching technology.
    The OPS host module adopts plug structure design, internal Inter standard 80pin interface, without any external power line and signal line, which is convenient for
    inspection, maintenance and upgrade, and achieves the aesthetic effect of the machine

    ReplyDelete
  28. Facebook can be a good avenue to generate leads and sales and to deliver a great return on investment. Website

    ReplyDelete
  29. Buy real Instagram followers organically through: social media communities and groups; search engine and social media; boosting through influencers and bloggers. Find that hard to believe? best site to buy instagram followers

    ReplyDelete
  30. Hence, this will be one of the most important factors of marketing with this tool. There is no limit for using of mobile phones and the device will be with the people at all the time. Website design

    ReplyDelete
  31. Google has remained top, since they have accurate methods and algorithms that deliver credible results to the searchers. This website

    ReplyDelete
  32. Very interesting information, worth recommending. However, I recommend this: seo company usa

    ReplyDelete
  33. Digital marketing focuses on getting your information, products and services in front of people when they are looking online. Rocket Agency

    ReplyDelete
  34. your blog is 100% unique and informational and full fill the user quearies,Write for us home and kitchen. actually i was researching on home and interior design, through this post i can complete my remain project theory.

    ReplyDelete