All businesses should know the importance of a good marketing strategy that will increase revenues and expand reach.
Thanks to the rise of modern technology, everyone has a computer in their pockets and social media at their fingertips, which makes it easier than ever to market your business to your target audience. However, with this newfound power comes an added responsibility from marketers.
What is responsible marketing?
Responsible marketing is the practice of ensuring your marketing strategy is accountable and ethical. Being responsible means not coercing customers into buying a product or service through false advertising, not tricking or harassing them into purchasing your product or services and being responsible with customer data.
Suppose responsible marketing is ignored and a business uses any means possible to grow their customer base and sell products. In that case, customer trust and loyalty will be nearly non-existent, and although you may get an initial growth in your business, customers will leave, and your business will be left with a bad reputation. When it comes to training employees, all companies should ensure their staff are aware of responsible marketing. Here are some of the things businesses need to know when it comes to responsible marketing.
Know how to use data responsibly
Training your team on General Data Protection Regulations (GDPR) compliance ensures that your customers’ data is always used safely. Not only is it essential for all of your staff to know how to comply with the data protection laws for legal reasons, but it also means that your customers can be rest assured that their data is used in an ethical way.
Even if your data collection policy is legally compliant, in some cases, the best ethical choice may be to not pass data on to third parties. This is particularly important for big data marketing, which focuses on the way in which customer data can help marketing. Although this kind of marketing can be beneficial, it is key to consider ethical issues which could arise.
Training in data protection needn’t be pricey or time-consuming either, with GDPR training online courses available online at an affordable price. Short and simple courses can give staff an overview of the basics of GDPR law, whilst more in-depth courses can provide your workforce with a detailed view of the principles and laws around data marketing and collection.
Understand how customers want to connect
When it comes to ethical issues in marketing, respecting your customers’ wishes when it comes to communication is key. Occasionally, businesses can ignore the ethical issues in responsible marketing and purely comply with the legal restrictions.
Understanding how they want to be contacted and complying when a customer wishes to cease communication with a company is the responsibility of all businesses. Ensure your staff are aware of the legal aspects of data protection and privacy with dedicated online courses that cover businesses’ ethical obligations.
Ensure everyone is on the same page
Last but certainly not least, make sure all of your employees, from junior staff to management, are aware of the responsible marketing philosophy of your business. New employees should be made aware of responsible marketing and even if they have a good understanding of marketing in general. It should be considered that they may not be aware of some common ethical issues in marketing, especially if this is one of their first full-time jobs.
Have a cohesive idea of the key points in your responsible marketing strategy and ensure all staff are aware of the GDPR laws through GDPR training online courses. Some of these laws are very new, and staying up to date with the latest legal updates in responsible and ethical marketing, and data protection is key.
Some businesses disregard responsible marketing or are not aware of the recent updates in GDPR laws. That is why as a business, you can make a positive step to become a forward-thinking business, responsibly handling your customers’ privacy and making sure their rights are the highest priority every step of the way.