From the course: Marketing Ethics
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Understanding ethics in digital media
- You already know that maintaining your marketing ethics means no false claims, misleading information, exaggeration, bias, or any kind of harmful communication in your marketing program. That's a given. But there are digital media ethics that are not so obvious. They may fall outside of the framework of what we can identify as clear deception, customer harm, and bias toward audiences. To make it more clear-cut and to help you apply good judgment in your digital marketing, here are four scenarios related to search engine optimization, email marketing, data privacy, and social media. Scenario number one, search engines. Say your team tells you they have figured out a great way to increase your website or page rank in search engines. They can overstate keywords, use hidden text in links, and also use some very clever redirects, you might even say sneaky. Just say no. This is called black hat link building, and it's frowned upon. It can get you banned from search engines. Scenario…
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