When creating an integrated marketing campaign, it is expected that the American Marketing Association’s ethical standards will be the guiding principle in all facets of the campaign. Because marketers are held to high standards in their strategic roles, “marketers are expected to embrace the highest professional ethical norms and the ethical values implied by our responsibility toward multiple stakeholders”(AMA Online Portal, 2021).
Ethical Best Practices
When beginning work on any integrated marketing plan, primary ethical values need to be addressed every time and revisited as needed throughout the campaign.
Honesty
All members of the team need to make a commitment to tell the truth no matter what. “Just saying the truth and setting the message in a clear fashion is a simple way to make sure your marketing will help your clientele and make sure they are happy doing business with you”(Laberge, 2018). Even when honesty may appear to cost the company revenue, time, or some other commodity, it is always the best policy.
Responsibility
All team members must accept the consequences of marketing, whether positive or negative. “Responsible marketing is an approach that ensures you’re not only meeting customers’ needs but also having a positive impact on them and the community you’re both a part of”(Paton, 2021). The company will strive to be socially responsible while also being sensitive to the needs of particular groups of people (the elderly, ethnical groups, etc.).
Fairness
Within every campaign, the buyer’s needs will be reasonably balanced with the seller’s needs. While sometimes trust and fairness go hand-in-hand, it is vital to make the distinction for integrated marketing. “Fairness is the tangible way in which consumers are treated” (Smith, 2022). It is vital for brands to ensure that no shady dealings occur within any of the tactics or strategies of the campaign.
Respect
All stakeholders involved with the campaign deserve to be valued and treated with dignity. As Quelch points out, respect for customers requires listening and humility (2017). In fact, one of the overarching themes to keep in mind is that age-old “golden rule,” “treat everyone, including our competitors, as we would wish to be treated”(AMA Online Portal, 2021).
Transparency
The company must keep communication and all operations within the marketing campaign as open as possible. In other words, this value can be defined as “the degree to which a company shares its leaders, employees, values, culture, strategy, business processes and the results of those processes with its publics”(Vachalek, 2021). Companies that choose to hide things that should be public knowledge are viewed with suspicion. Moreover, companies should be able and willing to take constructive criticism from their customers while keeping an open mind.
Citizenship
Within every campaign, the brand will “fulfill the economic, legal, philanthropic and societal responsibilities that serve stakeholders” (AMA Online Portal, 2021). “Good Citizenship Marketing is when a brand understands its evolving role in society, proactively acts with purpose and chooses to invest in positive acts both to improve perception of it as a brand and as a tool to build trust”(Wilson, 2019). This value emphasizes giving back to the community and promoting sustainability. In short, the brand should strive to be a good neighbor.
Potential Concerns
While these values appear to be automatic considerations, it is crucial to any campaign that these expectations are outlined from the beginning and continue to be revisited throughout the campaign. Failure to do so can lead to a wide variety of ethical concerns.
False Promises and Stereotypes
When preparing a marketing campaign, research is vital. By skipping this step, products may be pushed to the wrong demographic who do not want them, and half-truths may be told (Ahn, 2022). Once marketers decide to make false claims and not value potential customers, respect and responsibility also go by the wayside. People who are devalued and targeted incorrectly will search elsewhere for companies who tell them the truth and actually seek to know who they are without slapping a label on them, thus making false assumptions.
Privacy Concerns
According to a recent survey, “68% of people said they would use a do-not-track feature on their search engine if it were available” (Ahn, 2022). When marketing campaigns misuse customer information or do not protect it responsibly, customers will react negatively and find another company with more transparent business practices. Disclosure is part of marketing best practices and can also lead to serious legal issues if the company is not in full compliance (Ahn, 2022).
Case Study
Suppose a company needs to recall a product with some issue, but sales may be affected if the company informs the public. “Any industry expert will tell you — just as they did Bausch & Lomb in 2006 — if your product is in any way harmful, you must be honest, ask forgiveness and take action immediately” (Di Meglio, n.d.). Failure to act ethically can cause much more than the loss of sales; it may result in legal battles and loss of customer lives (worst case scenario). By implementing all the ethical best practices outlined by the AMA, companies can rest assured that they are doing all within their power to operate in the best interests of all stakeholders.
References
Ahn, T. von. (2022, September 9). Ethical Issues in Marketing: What Practices to Avoid and How. Viral Solutions. https://viralsolutions.net/ethical-issues-in-marketing/
AMA Online Portal. (2021, October 11). Retrieved December 17, 2022, from https://myama.my.site.com/s/article/AMA-Statement-of-Ethics
AMA Online Portal. (2022, February 28). Retrieved December 17, 2022, from https://myama.my.site.com/s/article/AMA-Code-of-Conduct
Di Meglio, F. (n.d.). Ethics in Marketing. CMS-Next POC. Retrieved December 17, 2022, from https://www.monster.com/career-advice/article/ethics-in-marketing
Laberge, J. (2018, August 13). Why Honesty Is The Best Way To Market. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2018/08/13/why-honesty-is-the-best-way-to-market/?sh=39559ac19b2f
Paton, J. (2021, December 15). What is responsible marketing? Dotdigital. https://dotdigital.com/blog/what-is-responsible-marketing/
Quelch, J. (2017, December 17). Customers Demand and Deserve Respect. Harvard Business Review. Retrieved December 17, 2022, from https://hbr.org/2007/12/what-i-learned-from-you-2
Smith, W. (2022, February 28). Strong Brands And The Fairness Requirement. Branding Strategy Insider. https://brandingstrategyinsider.com/strong-brands-and-the-fairness-requirement/
Vachalek, J. (2021, May 11). Transparency in Marketing. Website Design and Development by Webolutions Digital Marketing Agency Denver, Colorado. https://webolutions.com/transparency-in-marketing/
Wilson, J. (2019, April 5). Marketing with real meaning: the importance of a good citizen marketing strategy. The Drum. https://www.thedrum.com/opinion/2018/10/19/marketing-with-real-meaning-the-importance-good-citizen-marketing-strategy
