Getting Serious About Marketing Ethics: Trust, Power, and the Profession

Getting Serious About Marketing Ethics: Trust, Power, and the Profession

This IDC Perspective explores the topic of marketing's practical response to discussions about transparency, privacy, bias, trust, and social responsibility that are happening at leading tech companies today. In response to growing awareness of data's power and the proliferation of devices into increasingly intimate relationship with our lives, the media has decreed the industry to be "Big Tech." Like Big Oil and Big Pharma before, the label connotes an uneasy relationship with the industries on which society most depends."Now is the time for tech marketing organizations to get serious about ethics," says Kathleen Schaub, vice president, CMO Advisory and Customer Experience. "Business success depends on marketing's ability to build trust. 75% of tech buyers say that greater trust in marketing and sales would increase or significantly increase their willingness to buy."

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Executive Snapshot
Situation Overview
Skillful Influence Is a Powerful Tool
Technology Increases Marketing Influence Power
Customers Fight Back: Trust Matters in a Customer's Willingness to Buy
Technology Industry at Risk
Marketing's Role in Building Trust
Elements of Trust
Marketing Ethics Policies and Practices as a Proactive Measure
Advice for the Marketing Executive
Ideas for a Marketing Code of Conduct
Ideas from Xerox
Ideas from EthicOne
Ideas from the American Marketing Association
Getting Started with a Marketing Code of Conduct
Assess Areas of Vulnerability and Opportunity
Convene a Cross-Functional Ethics Council
Things to Consider in a Marketing Code of Conduct
Learn More
Related Research
Synopsis

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