The Importance of being a Responsible Marketer in 2022


 estimated read time: 3m 0s 

As professional marketers or aspiring marketers, we have a great responsibility on our shoulders. We are answerable for a considerable amount of what people receive on their smartphones, laptops, tablets and on each of the platforms they use on a daily basis.

What is a Responsible Marketer?

You might be asking yourself right now, what is a Responsible Marketer and why should I even care. A Responsible Marketer is a marketer that self-regulates him or herself and follows best practices which I will be outlining in the following paragraphs. And for why should you care about being a Responsible Marketer, well… being a Responsible Marketer at the end of the day can benefit many stakeholders including and not limited to customers, your client (if you’re a freelancer or agency), your brand (if you’re an entrepreneur), or company / marketing department you work at.

What does a Responsible Marketer do?  

A responsible marketer, as briefly alluded to in the previous paragraph, is somebody that follows best practices and self-regulates him or herself. So, what are some best practices that a Responsible Marketer abides by? Here are 3 of the best practices for marketers provided by American Marketing Association that I’ve selected:

 

1. Do no harm

Meaning to consciously avoiding harmful actions or omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices one makes.

2. Be Honest

Meaning to be forthright in dealings with customers and stakeholders, striving to be truthful in all situations and at all times, offering products of value that do what is claimed in the communications, stand behind products promoted, if they fail to deliver their claimed benefits, and lastly honor our explicit and implicit commitments and promises.

3. Be Transparent

Meaning to create a spirit of openness in marketing operations. For example, it may include the following, to strive to communicate clearly with all constituencies, accept constructive criticism from customers and other stakeholders, explain and take appropriate action regarding significant product or service risks, component substitutions or other foreseeable eventualities that could affect customers or their perception of the purchase decision. Lastly to disclose list prices and terms of financing as well as available price deals and adjustments.

There are many more best practices from the American Marketing Association, if your interested to check them out CLICK HERE.

As you might have previously caught, I mentioned that Responsible Marketers also self-regulate. What does that mean? Well, it refers to one’s ability to control their behaviour and manage their thoughts, and emotions in appropriate ways. It also refers to the way one steers their behaviour in order to achieve a particular goal. One of the many elements of being a responsible marketer requires that you, in some situations, steer your behaviour in a particular manner when others might be doing the complete opposite, to achieve the same goal but they perhaps do it in a more irresponsible and unethical manner. 

The choices and principals that we use and make when we conduct our marketing has an impact on everyone. On that note, it is important that we as marketers keep social conscience in mind and in an ever evolving and increasingly divided world, we as marketers should consider and question how our content may or does impact in the direction in which society is taking. One way of doing it, is to be responsible marketers.


cover photo credits: Porapak Apichodilok

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