5) Transparency

Consumers have easier access to what they need than ever before. While this allows for relevant products to pop up in a consumer’s browser, in the background there exists an eerie sense of being watched. Many companies continue to use consumer’s data without their approval or knowledge in the name of driving greater revenue numbers. 

We believe that marketers should always be transparent with customers and it is unethical to create a false or incomplete impression of products & services in order to make the sale.

Beyond the consumer, we’re referring to transparency in digital marketing broadly: transparency within marketing teams, transparency between marketing and other internal teams including the company’s leadership, and transparency for your customers and clients. 

What does this look like in practice?

Ethical 

  • Be clear with your customers about how they can expect to benefit from your products and services.
  • Be upfront about any downsides to using your products that may affect customers.
    Not only is it the right thing to do, but they’ll appreciate the honesty.

Unethical

  • Hiding flaws, defects, or drawbacks in your product from customers.
  • Exaggerating claims about your product to lead customer to believe falsely that your product will do more than it actually does.
  • Leaving out key information in your marketing materials that would be important for customers to know, in order to increase sales.
  • Implying benefits from your product that are exaggerated, false, or unrealistic, even if you don’t directly state them.

Following these guidelines should help you think critically about transparency within your marketing tactics. At the end of the day, people feel better when they feel like you are using your marketing knowledge in an honest and effective way.



5) Transparency

Consumers have easier access to what they need than ever before. While this allows for relevant products to pop up in a consumer’s browser, in the background there exists an eerie sense of being watched. Many companies continue to use consumer’s data without their approval or knowledge in the name of driving greater revenue numbers. 

We believe that marketers should always be transparent with customers and it is unethical to create a false or incomplete impression of products & services in order to make the sale.

Beyond the consumer, we’re referring to transparency in digital marketing broadly: transparency within marketing teams, transparency between marketing and other internal teams including the company’s leadership, and transparency for your customers and clients. 

What does this look like in practice?

Ethical 

  • Be clear with your customers about how they can expect to benefit from your products and services.
  • Be upfront about any downsides to using your products that may affect customers.
    Not only is it the right thing to do, but they’ll appreciate the honesty.

Unethical

  • Hiding flaws, defects, or drawbacks in your product from customers.
  • Exaggerating claims about your product to lead customer to believe falsely that your product will do more than it actually does.
  • Leaving out key information in your marketing materials that would be important for customers to know, in order to increase sales.
  • Implying benefits from your product that are exaggerated, false, or unrealistic, even if you don’t directly state them.

Following these guidelines should help you think critically about transparency within your marketing tactics. At the end of the day, people feel better when they feel like you are using your marketing knowledge in an honest and effective way.


5) Transparency

Consumers have easier access to what they need than ever before. While this allows for relevant products to pop up in a consumer’s browser, in the background there exists an eerie sense of being watched. Many companies continue to use consumer’s data without their approval or knowledge in the name of driving greater revenue numbers. 

We believe that marketers should always be transparent with customers and it is unethical to create a false or incomplete impression of products & services in order to make the sale.

Beyond the consumer, we’re referring to transparency in digital marketing broadly: transparency within marketing teams, transparency between marketing and other internal teams including the company’s leadership, and transparency for your customers and clients. 

What does this look like in practice?

Ethical 

  • Be clear with your customers about how they can expect to benefit from your products and services.
  • Be upfront about any downsides to using your products that may affect customers.
    Not only is it the right thing to do, but they’ll appreciate the honesty.

Unethical

  • Hiding flaws, defects, or drawbacks in your product from customers.
  • Exaggerating claims about your product to lead customer to believe falsely that your product will do more than it actually does.
  • Leaving out key information in your marketing materials that would be important for customers to know, in order to increase sales.
  • Implying benefits from your product that are exaggerated, false, or unrealistic, even if you don’t directly state them.

Following these guidelines should help you think critically about transparency within your marketing tactics. At the end of the day, people feel better when they feel like you are using your marketing knowledge in an honest and effective way.