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  Do not quote prices that are not accurate.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!


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