Thursday, February 14, 2013

Ethics in Internet Marketing

The objective of any internet marketing effort is very simple: bring in more customers and increase revenue.  However, the way in which you actually achieve this goal says a lot about the type of business you are running.  Many companies engage in unfair or unethical practices when targeting new customers and these strategies are what grant internet marketing its negative connotations.  As the well known saying goes, “Just because you can, doesn’t mean you should.”  At GAL Inc, we believe in following a certain code of ethics that keep our marketing campaigns both honest and fair to consumers and clients alike.

To keep the playing field level and to avoid abusing consumers and business, here are some internet marketing ethics guidelines we have set for ourselves:

Never purchase contacts

The difference between spam and what you should be sending to customers revolves solely around permission.  Did every contact on your list choose to be contacted by you?  Do you have permission?  The numbers do not lie and you are more likely to see success and have a better brand image when you are sending messages to willing recipients.  Never purchase names or e-mail addresses from third parties.

Help the customer make a decision

This is especially true for social media and blogs, but applies to all aspects of internet marketing.  Internet marketing does not mean creating a Facebook post and immediately making a sale; it is not that simple.  Companies should look to create a relationship with their customers and add value in their marketing.  Are your blog posts informative, entertaining, worth looking at in the first place?  To be successful, you must provide your customers with useful information to help them make a decision.

Be honest

This is above all the most important thing to remember when conducting any marketing.  Do not make promises to your customers that you cannot keep.  Do not add keywords that are irrelevant to your business in hopes of tricking a customer.  Do not quote prices that are not accurate.  Base every internet marketing decision made on whether or not you would wish to be treated in the same way as a consumer.

While some companies use Machiavellian tactics to acquire their customers, this is never a long term solution and ultimately reflects poorly on the organization.  We work by introducing you to customers who already know they want your services, but have yet to meet you.  For more information on our internet marketing ethics and services, give GAL Inc. a call today at 201-703-0091.  We look forward to hearing from you!

RSA Conference Tackles Today's Cyber Security Issues

Since the most infantile stages of computers and the internet, there have been security risks that threaten the safety of information.  As technology has continued to evolve, so have the threats to information security and it has forced experts to stay proactive and ahead of the curve in terms of protection.  Anyone from a Fortune 500 corporation to an internet marketing company to the average individual should be concerned with cyber security and the demand is higher now than ever.

In order to continually improve their ability to detect threats, professionals sometimes pool knowledge to benefit everyone.  Since 1991, cryptographers and other information security experts have been gathering annually to tackle the biggest issues facing the industry.  Originally known as the “Cryptography, Standards & Public Policy,” the name has since been changed to the RSA Conference, but the ultimate goal is still the same.

This year, the RSA Conference will be convening again in San Francisco from February 25 to March 1.  The theme for 2013 is, “Security in Knowledge: Mastering Data. Securing the World.”  It should come as no surprise that information technology is shaping the world in which we live.  This year’s conference hopes to tackle the issues that plague cyber security on a global level.  The internet has made the world a much smaller space and now questions loom on how we use and secure the abundant information at our disposal.

Those attending the conference can expect five days of endless learning opportunities from information packed sessions to social networking events.  Experts from some of America’s largest technology companies will be offering their insights into what the future holds for cyber security and the world.  Some notable speakers include:

  • Arthur Coviello Jr, Executive Vice President of EMC
  • David Kirkpatrick,CEO and Chief Techonomist of Techonomy Media
  • Jimmy Wales, Founder of Wikipedia
  • Vint Cerf, Vice President and Chief Internet Evangelist of Google
  • Condoleeza Rice, Former Secretary of State of the United States

The best part about gathering all of these leaders in their own respective fields is the chance to draw from each speaker’s individual background.  While Arthur Coviello Jr. will discuss Big Data and how it can change the world for the better, others are more focused on the sociological and psychological influences on our online actions.  

An opportunity like the RSA Conference should not be ignored, but seized.  Although the conference is less than two weeks away, there is still time to give yourself the gift of knowledge.  Anyone interested in learning more or actually registering for the event should visit