The best companies in the world are those who are able to strike that delicate balance between making huge amounts of profit and doing the right thing in all aspects of their business operation. In promoting their products and services online, for example, these companies adhere to the highest ethical standards in digital marketing.
Admittedly, these parameters are abstract, and require thorough deliberation on a case-to-case basis. But below is a list of the general rules of marketing online in an ethical way:
Do not steal the property of others. In the ideal scenario, all promotional materials for online publication are developed specifically for the company. They should be original, or if sourced elsewhere, should be royalty-free. And whenever needed, a business should ask for permission and give due credit to the owner of an image, a written content, video, and other materials used for their marketing campaign.
Back up each claim. As in all forms of advertising, digital marketing campaigns should be backed by facts, gathered through a legitimate research effort especially by an independent, professional, and impartial party. It is not enough to make claims to draw customers after all: Businesses that intend to build a strong and enduring relationship with their market base should invest in the conduct of studies that will prove their brand’s efficacy in delivering its promises.
Ensure full disclosure when posting ads. If a post on social media, an article on an online newspaper, or a podcast published in a digital magazine is sponsored, it should be accompanied with a disclaimer that it is, in fact, sponsored. This helps the ad’s viewer make realistic expectations, and lets them take the information contained therein with a grain of salt.
Do not promote hate or discrimination. The digital world is filled with hateful remarks as it is, and there is certainly no need for businesses to add to it. Posts, articles, and images for online publication should be checked, double-checked, if not triple-checked for even a hint of racist, misogynist, homophobic, and prejudice on the basis of religion or beliefs. On the contrary, the best campaigns promote such values as respect and compassion.
Subscribing to these rules not only make for a pleasant digital experience for everyone – they also serve to boost a company’s online reputation. To learn more about the rules of digital marketing, get in touch with a provider of a full range of marketing solutions.
