When creating your own integrated marketing campaign there are so many points to consider the ever important question of “Where do I begin?” While this question is important you need a moral and ethical compass to guide you!
The American Marketing Association (AMA) was designed to bring an ethical compass to marketers of all types. With the formation of the AMA a code of conduct was established in order to provide guidelines to adhere to in all marketing endeavors. The AMA incorporated values such as Honesty, Responsibility, Fairness, Transparency, and Citizenship.
Honesty in what products you offer and stand behind. Striving to be truthful in all scenarios and situations while also honoring promises and commitments made to customers
Responsibility to operate in a fair manner and to accept the consequences of what you accomplish, but also, fail to accomplish.
Fairness in balancing your needs as well as the customers you market to. This includes being clear and unambiguous in what you offer and the manner in which you offer it in. This includes all stakeholders. The old fashioned principle of treating others as you wish to be treated encompasses this value.
Transparancy in all facets of your operation to include the customers, suppliers, employees etc. If an issue is brought to your attention that needs to be fixed or if during production a safety hazard is discovered, one should be transparent in communicating this to all who are involved.
Citizenship in fulfilling our obligation to the environment and to those work for you and purchase your product. When you give back to the community and value everyone involved with your pursuits, you build community partners.
Potential Concerns
What if my team fails to abide by these values and practices? This may be tough at first, but you mush always remember your position and responsibility to everyone involved. Failure to enforce these practices and the code could result in state and governmental repercussions. It’s called the harder right over the easier for a reason. Though some calls may be tough to make, you are ultimately saving your company and its workers from paying a much higher price due to violations. Bad publicity, legal allegations, bankruptcy and the end of your company are just some of the more serious consequences that could await due to the inability to make a tough call that is ethically correct.
In the end
Remember you now have a much higher obligation to others. The pursuit of your goals comes with heavy responsibilities, keep these in mind throughout your pursuit and stick to your ethics compass.
Create. Engage. Optimize. 