Ethical e-Marketing

ethical e-marketing Thom Poole

ethical e-marketing exploring the ethics of marketing practice in the electronic world Thom Poole – Head of Portal Customer Interaction

course outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thom Poole ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],INTRODUCTION

commercial environment ,[object Object],[object Object],[object Object],[object Object],[object Object],INTRODUCTION

e-media & e-marketing ,[object Object],1

defining moments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],E-MEDIA & E-MARKETING

speed kings E-MEDIA & E-MARKETING interactive personal very fast moving medium 2-way communication

e-branding separate e-brand brand extension Tesco.com E-MEDIA & E-MARKETING

communications in theory a linear model of communication (based on Schramm (1995) and Shannon & Weaver (1962) – from Fill (1999)) E-MEDIA & E-MARKETING

from here i can see for miles and miles … E-MEDIA & E-MARKETING

abuse & control ,[object Object],2

SPAM, SPAM, SPAM, SPAM … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ABUSE & CONTROL

why is SPAM dangerous? ABUSE & CONTROL server capacities NOISE! trojans & viruses

what are we going to do now? otherwise … ABUSE & CONTROL legislation/regulation anti-spam software education fines & prison filtering/ white lists e-Mail meltdown

data protection act ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ABUSE & CONTROL

distance selling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ABUSE & CONTROL

we don’t need no education… WRONG! ABUSE & CONTROL invited into white lists reduced fraud customer power!

what are ethics? ,[object Object],3

ethics & netiquette ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],WHAT ARE ETHICS?

how are ethics shaped? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],WHAT ARE ETHICS?

policing ethics WHAT ARE ETHICS? Legislation Religion Education Communication

the marketing art of the opt-in ,[object Object],4

opt-in – hard or soft? THE MARKETING ART OF THE OPT-IN Understanding Mission Control

trust in me, my little one … ,[object Object],[object Object],THE MARKETING ART OF THE OPT-IN the trust does not lie in the owner of the large hand … Kaa in Jungle Book

trust in marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],Niall FitzGerald, Chairman of Unilever in an address to the Advertising Association, May 2001 THE MARKETING ART OF THE OPT-IN

friendship = trust ,[object Object],[object Object],[object Object],THE MARKETING ART OF THE OPT-IN Profit Trust-focused value chain (adapted from Porter, 1998)

list management relevancy?? frequency action THE MARKETING ART OF THE OPT-IN

dos and don’ts THE MARKETING ART OF THE OPT-IN opt-in respect privacy relevancy complaint handling

the marketing ‘art’ THE MARKETING ART OF THE OPT-IN creative approach trustworthy partnerships control ownership

competitive advantage ,[object Object],5

getting your nose in front … COMPETITIVE ADVANTAGE Profit Trust-focused value chain (adapted from Porter, 1998)

… but so is everyone else! COMPETITIVE ADVANTAGE

local advantage COMPETITIVE ADVANTAGE local customers workers local competitors

work quality COMPETITIVE ADVANTAGE

national/regional advantage COMPETITIVE ADVANTAGE educate the market positive PR

international advantage COMPETITIVE ADVANTAGE legislative ‘extra mile’ strictest rules positive PR

ethical SWOT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],COMPETITIVE ADVANTAGE

ethical SWOT checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],S W O T COMPETITIVE ADVANTAGE

exploitation ,[object Object],[object Object],6

educate your customer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],EXPLOITATION

position Lead the Way EXPLOITATION

stand & deliver quality & service EXPLOITATION

set the standards EXPLOITATION reactive police proactive

summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SUMMARY

thank you ,[object Object],[object Object]

Ethical e-Marketing

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Ethical e-Marketing