Ethical marketing is about drawing the line between moral and immoral advertising to your customers. It’s the difference between communicating with authenticity and empathy and taking advantage of customers through emotive or gimmicky messaging. Remember, we are trying to help our customers and coming across as ‘product pushers’ will only imply the opposite intention.

In the past 16 months, many of us have had to change the way we market our products and services in order to be more sensitive to the challenges of covid-19. It’s important to maintain this level of sensitivity to whatever challenges our clients are facing as we go forward.

7 keys to Marketing Ethically

1. Listen to your customers.

Run a customer survey or poll, asking how your customers and clients want to be marketed to. Then, act on their feedback.

2. Don’t ignore current issues.

Companies who appear blind to the current situation, whether it’s covid-19 or any other socioeconomic challenges, risk being perceived as fake and insensitive. This apparent lack of empathy has the power to devalue a brand.

Let customers know what you’re doing to help them and inform them of changes you’ve made to your products and services. Share support and positivity for customers, fellow business owners, and employees in your communities, demonstrating awareness and compassion.

3. Be sensitive to clients in different positions.

It’s important to think about how your marketing might be portrayed by different groups. Everyone has faced unique challenges in the past year and a half and a ‘one-size-fits-all’ marketing strategy might not be the most appropriate.

4. Reset your Marketing Plan.

Think short term. Your product offering or delivery process may have changed. Focus on communicating those changes and showcasing new products and services to customers. Assess any unpublished blogs and marketing assets and check them for relevancy and sensitivity.

5. Review your existing messaging.

Check all queued posts and existing digital content for words and phrases which might be considered insensitive or irresponsible at the time. For example, the word ‘contagious’ may not be the best choice.

6. Be respectful with new content.

Cute and gimmicky is out; kind and considerate marketing is in. We’ve all gone through different experiences, and you never know who could be hurt or offended by your words.

7. Don’t be blatantly opportunistic.

Be kind. Take care not to cross the line into unethical marketing. Instilling panic buying or a fear of missing out, is taking advantage of your customers. Don’t threaten the brand equity you’ve developed with customers.

Don’t Put Marketing on Hold.

Marketing needs to be constant and consistent. Don’t be shy to market how your products and services fill a need for your customers. Simply keep your marketing messages respectful, empathetic, and kind.

We can help you adjust your Marketing Plan or discuss your marketing strategy more generally. Get in touch to find out more.