Marketers are often perceived as sneaky or even cunning. General public is afraid of being tricked by "marketing gimmicks" and even CEOs typically don't trust their marketers. As a marketer, it is up to you whether you enforce this popular image or create a new and more positive one. Being ethical does not merely mean adhering to your country's laws and regulations (although, make sure that you do!), but it is also about being mindful of different demographics, social and political issues, and much more.
To help you become the best version of you, Mari-Liis Vaher, the founder & CEO of Powerful Marketers, is preparing a podcast that is 100% focused on topics that are relevant for marketers' growth. On her pre-launch journey she posts a short video every day for 100 days in a row inside the Powerful Marketers Community.
Here is the overview of the sixth week:
Which topics are most relevant to marketer's growth?
Some of the topics that Mari-Liis will cover on the podcast are:
The role of marketing in business
Marketing and business psychology
Marketer's professional skills
How better understand others
How to help yourself by not being busy being busy?
What is the Advertising and Marketing Communications Code?
The global principles of promotion have been laid out by the International Chamber of Commerce (ICC).
Among other things, it says that all marketing communications should be prepared with a due sense of social and professional responsibility.
How to be socially responsible in your marketing?
Always respect human dignity and avoid any form of discrimination.
Do not contain statements that offend standards of decency of your country and culture.
Never abuse the trust of consumers or exploit their lack of experience or knowledge
How to be transparent with your marketing?
Do not lie about the characteristics of your product or service, price, terms of delivery, repair, maintenance, etc.
If you claim something in your marketing, you should be able to provide credible evidence for it at all times.
Your marketing has to be clearly identified as such.
how to be trustworthy with your marketing communication?
Don't be misleading with words like "free" or "guarantee".
Use fair comparisons with facts that can be proven.
Make sure not to denigrate any person, group of persons, organization, industrial or commercial activity, profession or product.
What to keep in mind when advertising to children? (part 1)
Marketing should not contain any description of potentially dangerous practices that could put people in harm’s way.
Children should be shown to be under adult supervision whenever using a product or doing an activity that might involve a safety risk.
WHAT TO KEEP IN MIND WHEN ADVERTISING TO CHILDREN? (PART 2)
You cannot advertise things to children that are inappropriate or illegal for them in the media that’s targeted to children.
If the product has a need for additional purchases, such as accessories, or individual items in a collection or series, you have to say it upfront and as clear as possible.
Make sure to join the Powerful Marketers Community on Facebook to follow Mari-Liis along on her podcast launch journey! She will be posting new videos every day at 3 pm Central European Time and on every Wednesday, she will go LIVE – feel free to join the discussion!
Please share this blog post with everyone who works as a marketer at any level - it might be someone who just started to learn about it or someone who has worked for decades in marketing. The topics we cover here are timeless and we would really appreciate your help in building this unique podcast for marketers!