In this video, discover the importance of ethics in digital media and to apply ethical decision-making practices.
- You already know that maintaining your marketing ethics … means no false claims, misleading information, … exaggeration, bias, or any kind of harmful communication … in your marketing program. … That's a given. … But there are digital media ethics that are not so obvious. … They may fall outside of the framework … of what we can identify as clear deception, … customer harm, and bias toward audiences. … To make it more clear-cut and to help you apply … good judgment in your digital marketing, … here are four scenarios … related to search engine optimization, email marketing, … data privacy, and social media. … Scenario number one, search engines. … Say your team tells you they have figured out a great way … to increase your website or page rank in search engines. … They can overstate keywords, use hidden text in links, … and also use some very clever redirects, … you might even say sneaky. … Just say no. … This is called black hat link building, … and it's frowned upon. … It can get you banned from search engines. …
- Examine the connection between leadership accountability and ethical practices.
- List three unethical behaviors that have a negative impact on marketing.
- Explain why marketing ethics training should not be a stand-alone program.
- Recognize the negative impact of using the word “testing” when assessing the effectiveness of an ethics training program.
- Review the importance of being open and transparent with clients.