In the digital world, customers have more choice than ever before when opting for a product or service, and this had led to them becoming savvier and more particular about the company they choose to buy from. Pressure is being placed on businesses not only to ensure the quality of their product, but also to align themselves with the ethical and moral standards that customers (rightfully) expect.

Digital marketing ethics should be a priority at every stage of your marketing campaign. It is crucial for securing and keeping customers but also for abiding by data protection laws – helping you to avoid a lawsuit.

Data Collection Ethics in Digital Marketing

A big part of ethical marketing is being transparent with customers about the data you collect and what you use it for. You must obtain customers’ consent, respect their privacy, collect only necessary information, and employ strict data protection measures to prevent it from being leaked.

The General Data Protection Regulation (GDPR) outlines the regulations that businesses in Europe must abide by, else they face legal fines of €20 million (or more for business with a high annual turnover). These regulations are some of the strictest worldwide, so it is important you thoroughly research how to do your due diligence.

Social responsibility

Another factor in ethical digital marketing is the values and practices you demonstrate in your campaigns. You should promote your business honestly, with evidence-backed claims and genuine customer testimonies.

A big part of ethical marketing is being transparent with customers about the data you collect and what you use it for.

Showcase diversity in your marketing and PR campaigns and be careful to avoid affiliating your business with people or companies who do not reflect your values. Ensure your marketing materials are accessible and suitable for a range of audiences, e.g. including closed captioning, image descriptions, and avoiding flashing lights for photo-sensitive viewers.

Being an eco-conscious business is also a big attraction to many customers. Celebrate your sustainable practices and the ways you reduce waste and carbon emissions within the business. AI tools can be controversial for many and they has been shown to have severe environmental impacts. So, if you are looking to implement these into your workflow, consider the ramifications of this on your brand reputation.

Fostering strong connections with your customers and encouraging brand loyalty through ethical practices goes a long way. By placing ethics at the crux of your business strategy, you can increase profit, avoid negative reviews and legal problems, and strengthen your reputation.

At GIANT, our outsourced marketing services can ensure your business is going above and beyond to demonstrate ethical and sustainable practices. To learn more, contact our team by emailing info@gogiant.co.uk or calling 01604 250900.