1. Do you feel ethical guidelines make a difference to marketers?
This is an interesting question. Of course marketing ethics exist; there are whole schools of management that teach ethics. A quick Google search turned up 11 million hits regarding teaching ethics in marketing. The question is asking my opinion on if those ethical lessons matter to marketers. I think the answer largely lies in the attitude of the person answering the question.
Above we see two advertisements that would be considered unethical by today's standards. These were taken from a marketing paper I had written for my undergraduate. I knew they would come in handy one day. A trip to a website these days may offer a multitude of advertisements for cheap insurance, wrinkle prevention, or the promise of great riches simply by clicking a link. Clicking said link may leave the unwary with plenty of time to be angry at unethical practices as their computer is being raided by malware.
However, there are millions of advertisements on any given day at any given time. From billboards, to taxi cabs, to buses, to TV, radio, banner ads, or the ever-popular blimp there are advertisements everywhere a potential customer can be found. How many of these are actually unethical? I would question the accuracy of any study that seeks to measure ALL marketing. Such a herculean task would be susceptible to a great number of statistical errors. So, strictly opinion, I would say that ethical guidelines matter less than legal guidelines. Abercrombie and Fitch is a great example of a modern unethical marketing campaign (Lutz, 2013). Social media has also given rise to a great number of unethical media campaigns but in my opinion these are largely unintentional. (Paul, 2013)
2. How can companies balance the need to win with being ethical?
Constant vigilance. The Internet has given voice to millions of people they aren't afraid of using it. This voice can be used to hold marketers accountable. In the last article referenced above those campaigns were largely social media. The uproar is quick, loud, and damaging. Companies need to stay aware of the global impact of their campaigns; especially social media campaigns. Self-awareness is key to a large part of success and this is no different in marketing. That being said, highly competitive markets give rise to the desire to skirt the line ethically. This is not a justification but it is a reality that must be examined. How one stays within those boundaries is answered in question four.
3. Is it ethical to track your buying habits or web visits to target you for marketing purposes?
I think it is safe to say marketers have tracked customer usage since the first guy traded three goats for a cow. In any market there will be a need to see how customers shop and how they spend their money. This, in and of itself, is not unethical. I feel the line needs to be drawn regarding tracking search histories and personal data such as phone numbers and addreses but I see no problem tracking clicks on a webpage. This is no different than tracking which shoes a customer tries on in a traditional brick and mortar store. Digital stores are still stores and stores have a vested interest in knowing how their customers shop.
Targeted marketing is the next logical step in this form of marketing. I feel it is a bit creepy seeing targeted ads based on theater tickets I've purchased online, but how is it any different than my favorite shoe store sending me advertisements based on shoes I've bought in the store? If you walked into a store that you frequent and the proprietor says, "Mr. Smith I've gotten some great hats in stock that I think you will like seeing as how you bought a fine watchcap last week" is that so much different than Amazon tracking your purchases and recommending new buys?
4. As a leader, how will you manage the ethical aspects of your marketing efforts?
In much the same way I mange the day to day ethics of my life. I have a vision of how I think the world should operate (compassion, good of the society, honest, integrity) and I make choices to match that vision. This isn't to say that I always make the correct choice however it does mean that I feel I have an ethical value system that provides a framework in which I can make choices. This can be translated to marketing or any business endeavor. When you have an ethical corporate culture and a consistent set of values you can make choices that support those values and reinforce that culture.
Lutz, A. (2013, August 22). 13 Reasons Why People Hate Abercrombie & Fitch. Business Insider. Retrieved July 3, 2014, from http://www.businessinsider.com/abercrombie-and-fitch-worst-controversies-2013-8?op=1
Paul, R. (2013, December 13). The Worst Marketing Disasters of 2013 | Search Engine Journal. Search Engine Journal. Retrieved July 3, 2014, from http://www.searchenginejournal.com/worst-marketing-disasters-2013/80679/
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