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Code of Ethics

Alexa Kempton

John Carroll University

November 19, 2016

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Preamble

The following code applies to digital marketing professionals. It is designed to be a

guideline for ethical decision making as well as a set of standards in the industry. It is intended to

generate a framework that provides common-ground, organization, and consistency for actions

that are being taken within the profession. This code consists of a set of values as well as

potential dilemmas that are commonly encountered in the industry. In result, an evaluation is

provided in order to be informed on how an ethical dilemma will be assessed in the profession

along with a standard of revision.

Values

Integrity

In the field of digital marketing, having good character and being willing to make honest

decisions is vital. Integrity is a predominant value within this code. With technology being

limitless, there is a lot of room and ability for dishonest and immoral practice. We value the

ability of one to be sincere with their actions online and offline. With little to no standards in a

technological environment, one has an obligation to uphold an honest work ethic at all times.

Such power makes it important for one to be trustworthy and maintain morals when executing

their profession.

Relationships

Relationships play a key role in the marketing world and therefore, need to be valued. A

digital marketing professional must value and maintain good relationships with clients,

employees, team members, and the general public. When working in the field of digital
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marketing, it is essential to be aware of your relationships with different publics. Being that there

are so many online, one needs to be cautious and aware of what type of relationship should be

held with different audiences and how one is supposed to execute that relationship.

Communication is key when maintaining these relationships in order to be rightfully connected

with the public.

In a more digital environment, we find technology beneficial but we also value

face-to-face relationship building. One must be mindful of how they develop relationships and

maintain genuinity when doing so. In digital marketing, relationships are referring to connections

between not only their clients, but to their colleagues and the general public as well.

Relationships are prioritized in marketing and those relationships need to be respected and

nourished.

To be a good citizen is to give more than taking out of the world. With that being said, in

the field of digital marketing, one must respond and be contributing to their community. This

will not only better society, but it will strengthen ties with the public and audiences in order for

the marketer to know who they are working for. We value the connection between the

community and our business and all of the opportunities it gives us. With this, staying involved

and informed with the community is necessary in order to give back. How can your position

improve society? is the main question.

Creativity

In the digital marketing field, creativity is valued. The freedom to express yourself is a

worthy component to the job itself. The environment should allow freedom for growth and

expression. Creative approaches and environments are encouraged and all should feel that they
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are able to think in a creative manner. In this field, originality is a key concept to a exceedingly

successful campaign. This value of creativity entails value in collaborative efforts. One must feel

comfortable and confident in their thoughts in order to develop creative efforts with colleagues.

Balanced Lifestyle

In the field of digital marketing, it is valuable to have a balanced lifestyle. One must

know how to manage their life and priorities so that one can achieve their full potential. In the

office and outside of the office, it is important to be focused in what you are doing. With digital

technology being able to operate 24/7, it is important to know when and where work should take

the preceding role. For this position, a balanced lifestyle is valued because many can be blinded

by the digital world which can distort their reality. Keeping a wide range of skills is essential for

this role .

Foresight

Being proactive and thoughtful of future outcomes is valued in the field of digital

marketing. Before completing a digital campaign or posting content, it is necessary to consider

all outcomes of your material prior to the execution. Being that technology is a revolutionizing

concept today, it is important to consider not only what your posts or campaigns mean today, but

also what they will mean tomorrow. One must have a worldly sense and be keeping up-to-date

on current understandings of technology in order to be prepared for new advancements. This

goes to saying that education is valued in digital marketing and the thirst for knowledge needs to

be apparent. A curious and educated mind leads to continuous improvement in all that a digital

marketer does and caring campaign executions.

Ethical Issues in the field

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Capturing Vulnerable Audiences

With technology becoming more and more universal, any type of person has access. With

that being said, it is difficult to control where a message or campaign is being projected to. This

can potentially aim towards a vulnerable audience that shouldnt necessarily be exposed to

particular created content. Content can have psychological effects on certain audiences and cause

damage to groups of people. Not all information is fitting for everyone. A frequently occurring

example of this is subliminal messaging. Some vulnerable audiences are not aware enough to

pick up on underlying messages that can be used in a scheming manner. Children are an example

of vulnerable audiences and are susceptible to being persuaded towards an idea without even

knowing it. A 2014 marketing study states, ...by next year, analysts predict that 24.3 million

U.S. children under age 11 (roughly half of all kids in that demographic) will be regular Internet

users...Kids watch roughly 16,000 advertisements every year... (Minsker, 2014). These statistics

communicate how involved children are with technology. This exposure is something that can be

easily taken advantage of. For example, violence or sexual internet ads can be a bad influence on

the child and their exposure to it can be difficult to control. Children are far more susceptible to

falling under marketing tactics that could potentially cause them psychological harm. This can be

very dangerous and is therefore an important issue that needs to be widely taken into account.

Privacy

With todays technology, privacy is on the line when it comes to digital marketing.

Geo-targeting and access of embedded information poses ethical questions. How a digital

marketer uses their information and how secure and serious they are with it can pose many

unethical matters. An example of an ethical issue with privacy is whether or not one should
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infringe on ones space due to the knowledge we have of their location. Using consumer data in

order to market a particular product/service can be an ethical issue being that it can be an

extreme invasion of privacy. According to Ray Pun, a Strategic Marketing Lead for Adobe,

companies need to disclose the data they collect from people and their intentions with that data.

Digital marketers need to make sure that only those specific objectives are being carried out and

nothing else. Claims need to practiced and the agreement needs to be accommodating and known

to the public (Pun, 2014). Geo-targeting is essentially unruled at this point without an internal

code of ethics.

Stereotypical messages

Stereotypical messages are another ethical issue that is present in digital marketing.

Promoting content that is geared towards a certain audience can be taken as offensive to many. It

is important to understand the content in which one is projecting on such a massive platform.

The projection of women in the media is a supporting example of this issue. Many are starting to

realize the traits that are being assigned to women in the marketing landscape. Sexualizing and

degrading women within marketing practices has been commonly used in the past and it is an

ethical issue that needs to be addressed and taken care of. For example, there can be stereotypes

within ad content. Little boys are often seen playing with boy toys and girls playing with girl

toys. Another existing issue of stereotypical messaging is cleaning ads targeted towards

women. These stereotypical messages within content may get the job done regarding the return

on investment, but the ethics of this practice are highly questionable and are being tolerated less

and less.

Evaluation
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Ethical issues will be resolved by reference to Aristotles model of virtue ethics.

Virtue ethics flows from both the nature of the act itself and the moral character of the person

who does the act. Virtues entail high moral standards and in Aristotles eyes, are the means

between two extremes. One will be evaluated by how level they stay between two extreme traits

and actions (Patel, 2013). Virtue ethics will evaluate whether or not one is being mindful of their

moral code. One must be pursuing moral excellence within their decisions meaning that

intentions and character are significant. Professionals decisions will be evaluated by how they

incorporated the principal values and their basis of virtue ethics. When reviewing an ethical

dilemma, the professionals character will be taken into account opposed to the situation of the

matter. For example, if one has the opportunity to initiate more return on investment by targeting

a vulnerable audience, thoughtful character and values are expected to override the duty of

company success. The idea of virtue ethics also encourages professionals to find the means

between the two extremes when making these decisions as well. One should not allow this

thoughtfulness to completely neglect targeting an audience, but should also not target a

vulnerable audience that is oblivious to the tactics and objectives. Another example in which this

philosophy can be applied is by incorporating it into the privacy matter that digital marketing is

associated with. Under this philosophy, one should acknowledge the technology we are given but

not over use and allow its use to proceed and overtake our thoughts. Aristotles model of virtue

ethics will guide professionals decision making in order to promote exceptional character within

the field.

Revision
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The revision process will consist of updating the possible ethical issues in the field to be

mindful of. This code will undergo this revision process every year. With technology moving at

a steadfast rate, a code for any digital marketing profession needs to be revisited in order to

comply with new advancements. This revision will be done with more than one person in order

to distribute power and thought. Some particular issues might provoke review such as: new

technological advancements, new governmental rulings. The evaluation can specifically be

susceptible for review based on client type and industry as well as other situational factors that

occur in real time news.

Conclusion
For a digital marketing professional, it is essential to keep up-to-date on the current times

of digital technology in order to be informed in order to make ethical decisions. These ethical

decisions are triggered by the presented values of integrity, relationships, creativity, balance in

lifestyle, community involvement and foresight. With an emphasis and knowledge of these

particular values, one can handle a situation that abides to this code. When conflict occurs

between other values, an aristotelian process can be modeled in order to promote the most ethical

decision.

Summary

In summary, a digital marketing professional is responsible to incorporate this code in

order to fulfil their job in a positive manner. Integrity, creativity, relationships and a balanced

lifestyle are concepts that need to be raised with high value in order to do so. Valuing integrity

will ensure good character and honesty for the widespread opportunity of lying and stealing in

the digital age. Valuing creativity will promote innovation and collaborating in a healthy and
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open environment. Valuing relationships will remind professionals the real reason behind the

job. Good relationships with clients and co-workers will not only drive company success but also

maintain positivity within the office. A balanced lifestyle will also be a value will encourage a

healthy relationship with ones profession. The digital world is constantly running and taking a

step away from it will allow personal growth. This area of profession encounters ethical

dilemmas that may try to override these set values. With the help of aristotles virtue ethics, a

situation can be analyzed in a way that can be led to an ethical decision.

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Work Cited

Minsker, M. (n.d.). Is Kid-Targeted Marketing Unethical? Customer Relationship

Management, (August 2014). Retrieved from http://www.destinationcrm.com/

Articles/Columns-Departments/Insight/Is-Kid-Targeted-Marketing-Unethical-98186.aspx

Patel, P. (2013, February 11). Applying virtue ethics: the Rajat Gupta case.

Retrieved October 6, 2016, from Seven Pillars Institute website:

http://sevenpillarsinstitute.org/morality-101/applying-virtue-ethics-the-rajat-gupta-case

Patterson, P., & Wilkins, L. (2014). Media Ethics Issues and Cases (8th ed.). New York, NY:

The McGraw-Hill Companies.Pun, R. (2014, May 16). Geolocation Targeting: Stalking

or Smart Marketing? Retrieved November 5, 2016, from Media Post website:

http://www.mediapost.com/publications/article/225893/

geolocation-targeting-stalking-or-smart-marketing.html?edition=