Weekly study1 hour
Understand why every digital marketer has to have an ethics procedure in place
With the arrival of digital marketing, particularly search engine optimization, brands have undergone growing pressure to blur the lines between ethical and unethical marketing strategies. At the same time, social media has given consumers a much enhanced stage upon which to stand and voice their discontentment at brands they find wanting. The answer to the question, “What’s driving your business?” is fairly direct. What drives every business is the need to make a profit. What is not so straightforward is an answer to the question, “What is the ethical framework of your profit-driven marketing strategy?” This conflict between morality and making a profit is an old one.
In traditional forms of advertising, we can typically make the distinction between ethical and unethical marketing. If the promotion is deceptive, covers vital information or misleads the buyer, the advertiser can be called to account.
On this definition, ethical marketing can been deemed as anything that does not result in a negative or unsatisfying customer experience.
- Concept of ethical digital marketing
- Consumer consent and choices
- GDPR: risk or opportunity?
- A consumer’s right to be forgotten
- Data: the more the better?
- What Are Some of the Best Alternatives to Google Analytics?
- Engagement with visitors
- Converting visitors to customers
- Measuring web marketing performance
Learning on this course
You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
Who is the course for?
Students of the MSc Digital Marketing with Data Analytics degree