3) Tactics

Which tactics we use as digital marketers speak to values we hold regarding  fairness, privacy, and honesty. 

Many of our peers refer to their choices about these values and their tradeoffs by grouping marketing strategies into white, gray, and black “hats.” The internet is full of current or “retired” black hat marketers talking about their spoils. Other voices helpfully frame the conversation of tactics in terms of value, risk, and time. 

 But we have not found many marketers talking about the ethical implications of their digital marketing strategy choices. In this pillar, we try to expand the conversation beyond metaphorical hats to frame our guiding questions as they relate to our broader understanding of ethical digital marketing. 

 What does this look like in practice?

 As an example, in search engine optimization (SEO), Google looms large as the authority on Webmaster best-practices. Their guidelines provide the specific directions below. 

 Avoid the following unethical techniques: 

Follow ethical practices like these:

  • Monitoring your site for hacking and removing hacked content as soon as it appears
  • Preventing and removing user-generated spam on your site
  • Creating value-driven and useful content for your audience
  • Setting community expectations and standards

These Webmaster Guidelines are just a starting point.

Content marketing, ecommerce, website development, paid search advertising, and other fields of digital marketing all have nuanced best practices. Digital marketers must consider which tactics align with their understanding of ethical digital marketing more broadly. 

Making ethical decisions day-to-day while doing exciting work like building websites and launching ecommerce projects is challenging. It requires discipline to take a sober look at the project in front of you and critically ask the "big hairy questions" about your marketing tactics and resulting costs, benefits, and tradeoffs.

Asking those questions might lose you some cash in the short-run. But we sincerely believe that digital marketers who constantly check their moral compass (and legal obligations) will be happier and more successful in the long-run. 

And yes, data-driven decisions are key in the digital marketing world, but don't let that fact keep you from listening to your gut and keeping your eyes open for red flags.

Above all, marketing tactics that respect our shared humanity and individual dignity should never take a back seat to tactics that blindly follow ambition.



3) Tactics

Which tactics we use as digital marketers speak to values we hold regarding  fairness, privacy, and honesty. 

Many of our peers refer to their choices about these values and their tradeoffs by grouping marketing strategies into white, gray, and black “hats.” The internet is full of current or “retired” black hat marketers talking about their spoils. Other voices helpfully frame the conversation of tactics in terms of value, risk, and time. 

 But we have not found many marketers talking about the ethical implications of their digital marketing strategy choices. In this pillar, we try to expand the conversation beyond metaphorical hats to frame our guiding questions as they relate to our broader understanding of ethical digital marketing. 

 What does this look like in practice?

 As an example, in search engine optimization (SEO), Google looms large as the authority on Webmaster best-practices. Their guidelines provide the specific directions below. 

 Avoid the following unethical techniques: 

Follow ethical practices like these:

  • Monitoring your site for hacking and removing hacked content as soon as it appears
  • Preventing and removing user-generated spam on your site
  • Creating value-driven and useful content for your audience
  • Setting community expectations and standards

These Webmaster Guidelines are just a starting point.

Content marketing, ecommerce, website development, paid search advertising, and other fields of digital marketing all have nuanced best practices. Digital marketers must consider which tactics align with their understanding of ethical digital marketing more broadly. 

Making ethical decisions day-to-day while doing exciting work like building websites and launching ecommerce projects is challenging. It requires discipline to take a sober look at the project in front of you and critically ask the "big hairy questions" about your marketing tactics and resulting costs, benefits, and tradeoffs.

Asking those questions might lose you some cash in the short-run. But we sincerely believe that digital marketers who constantly check their moral compass (and legal obligations) will be happier and more successful in the long-run. 

And yes, data-driven decisions are key in the digital marketing world, but don't let that fact keep you from listening to your gut and keeping your eyes open for red flags.

Above all, marketing tactics that respect our shared humanity and individual dignity should never take a back seat to tactics that blindly follow ambition.


3) Tactics

Which tactics we use as digital marketers speak to values we hold regarding  fairness, privacy, and honesty. 

Many of our peers refer to their choices about these values and their tradeoffs by grouping marketing strategies into white, gray, and black “hats.” The internet is full of current or “retired” black hat marketers talking about their spoils. Other voices helpfully frame the conversation of tactics in terms of value, risk, and time. 

 But we have not found many marketers talking about the ethical implications of their digital marketing strategy choices. In this pillar, we try to expand the conversation beyond metaphorical hats to frame our guiding questions as they relate to our broader understanding of ethical digital marketing. 

 What does this look like in practice?

 As an example, in search engine optimization (SEO), Google looms large as the authority on Webmaster best-practices. Their guidelines provide the specific directions below. 

 Avoid the following unethical techniques: 

Follow ethical practices like these:

  • Monitoring your site for hacking and removing hacked content as soon as it appears
  • Preventing and removing user-generated spam on your site
  • Creating value-driven and useful content for your audience
  • Setting community expectations and standards

These Webmaster Guidelines are just a starting point.

Content marketing, ecommerce, website development, paid search advertising, and other fields of digital marketing all have nuanced best practices. Digital marketers must consider which tactics align with their understanding of ethical digital marketing more broadly. 

Making ethical decisions day-to-day while doing exciting work like building websites and launching ecommerce projects is challenging. It requires discipline to take a sober look at the project in front of you and critically ask the "big hairy questions" about your marketing tactics and resulting costs, benefits, and tradeoffs.

Asking those questions might lose you some cash in the short-run. But we sincerely believe that digital marketers who constantly check their moral compass (and legal obligations) will be happier and more successful in the long-run. 

And yes, data-driven decisions are key in the digital marketing world, but don't let that fact keep you from listening to your gut and keeping your eyes open for red flags.

Above all, marketing tactics that respect our shared humanity and individual dignity should never take a back seat to tactics that blindly follow ambition.