The Case of the Ethical Marketer Your organization\'s chief executive wants help

Question

The Case of the Ethical Marketer
Your organization's chief executive wants help and she has asked for you specifically
because she knows you graduated from George Fox University. Her organization
needs ethical guidelines for this list of possible marketing methods:
1. digital personalization
2. computer automation of customer relationships "nurturing"
3. analysis of online behavior data to reveal personal buying-patterns
4. rewarding or discouraging behaviors by use of social media gamification
5. willingness to blur the boundaries of privacy
She knows there is a risk of being left behind if too slow to adopt new methods, but she
is also convinced that being careful to stay on the moral high ground at the same time
will preserve trust and serve the organization best in the long run. She has asked you
to identify any of her five methods that you believe might violate one of these five
classical ethical tests:

1. fosters the greatest good for the greatest number in the long run
2. respects the rights of everyone to not be manipulated, to act freely in private, and to not be harmed
3. treats everyone the same way without favoritism or discrimination
4. fosters a way of life we want for ourselves and the generations after us
5. fosters the personal virtues one should strive to achieve
She is not looking for a formal policy write-up just yet. At this point, she simply wants
your initial thoughts as a digital marketing graduate of Fox:
What are your answers the following four questions, in 300 to 500 words:
1. what concerns do you personally have that a good policy would address?
2. what digital marketing techniques are clearly OK and which are more questionable, and why?
3. is any of these methods clearly excluded by one of the ethical tests above?
4. and if so, can it be modified to be performed ethically?

Explanation / Answer

1. A good digital marketing technique will respect the privacy of people. It should clearly accurately and honestly state the details about the products and services offered and present them as represented. It should honour request to not save personally identifiable data. It should also on a request to not receive any unsolicited further communication. It should also protect the data and ensure that the good data security principles are practiced.

2. Any digital marketing technique which follows the aforementioned principles are ok. However, any digital marketing technique which breaches our privacy, saves personally identifiable data without our consent, Mishra present in their marketing communications and advertisements, do not adhere to our request not to receive any further communication.

3. Digital marketing involves a lot of data and data security is of utmost importance. Data security is not included in the ethical test listed. However, lack of proper data security measures can lead to leakage of data and can inadvertently harm the consumers. It can lead to infringement of their privacy rights or even financial loss.

4. Therefore, along with the ethical tests listed, some more points need to be included for a comprehensive digital marketing ethics principles guidelines like data security of the data gathered of consumers. along with this, some other principles need to be clearly stated like showing improper advertisements to general people in an unsolicited manner.

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