We live in a time of strict privacy when it comes to data protection. As such, the GDPR and now a world where third-party cookies are being blocked, we, as companies, are being led down a path of ethical marketing.
You can no longer cling to old data sources and practices. Because things have changed and they've become more challenging, but it's all with the user in mind.
Some companies are opting to go even harder on invasive tactics. Others are embracing the opportunity to be more responsible. What form does 'responsible' marketing take? If you're not tracking personal information, how can you advertise effectively?
There are some steps you can take that lead us down a path of a better world wide web.
Focus on the channels you own and control
Firstly, we know marketers are obsessed with paid advertising. For example, it's quick and relatively guaranteed to bring results. If you pour some money into Google or your chosen social media and their algorithms will do the job.
However, there's an alternative to this that doesn't see you a) using companies that are in hot water over data privacy and b) doesn't mean you're dependent on them for your leads.
Focussing on your own channels, like your website, mailing list, social media profiles and blog encourages you to produce meaningful content.
As such, shifting your focus to your own channels will show you there's more out there than paid ads and SEO. Eventually, your organic results might outgrow your paid media.
Granted, content marketing takes time to gain momentum, but compared to paid ads, are more valuable. Because you won't have to collect personal information for the people that are following you, either. Helpfully, they'll already be with you.
Get your audience to flock to you
Firstly, earning the attention of your desired audience has been pushed aside by the popularity of paid ads. Secondly, not paying a huge company to promote your message and genuinely attracting your audience is a skill.
Importantly, keep your focus on quality. Meaning, the quality of your service or product and the quality of your content promoting it. Specifically, think about what will benefit your audience and not just how you can exchange it for data.
Additionally, focus on providing quality or service or product. And if your relationship is mutually beneficial and you show respect, your customers won't feel exploited for their data.
Now, how can you encourage your desired audience to make contact? If you do things that get good traction, they'll view you favourably. You have to be focused on being user-centric. Help your customers, answer their challenges and tell useful stories. Equip them with the knowledge and tools that they need. Educate and entertain.
Yes, you can pay a platform to thrust your message to huge numbers. You can even test the colour of your call to action button. None of this means anything if your customers don't respect or engage with your brand. This leads to happy and healthy long-term relationships.
Context is still King
Tailored ads that have good quality content that show what a person actually wants to be seeing. Furthermore, it's possible to do this without profiling or tracking their behaviour. The focus shifts from targeting to what content your users are accessing and, importantly, why.
Even the mighty Google built its empire on contextual advertising. If you wanted to, you can still practise this on Google or Facebook without using their huge data sets and profiling methods.
Encourage word of mouth
User-generated content is rife online these days. As a result, it's a powerful tool for understanding what people love and trust about you, as well as what they don't. Because it helps encourage others toward your brand.
In fact, Facebook will artificially reduce your organic reach in an attempt to force spending more on advertising. But do not forget that your customers have a loud voice, too.
More, existing customers spreading the word about your product or service and how it solved a problem for them is the best form of advertising. It lets others read a trustworthy review of your brand. Ideally, you want your customers to be your loudest advocates.
Consequently, this boosts your organic mentions and recommendations. Think social media, reviews, blogs, forums and anywhere you might post publicly. This is real people posting genuine opinions.
Utilise influencers and affiliate tactics
Google and Facebook aren't the only places you can draw in a decent audience. Also, independent communities, websites and individuals with a large following are options for collaboration.
You can leverage reviews, comparisons and various forms of content posted by trustworthy third parties.
Building relationships with the right influencers, sites, communities, etc does so much for a brand's credibility. In doing so, you encourage people to see the value you hold.
But, there's a dark side to these practices. You need to have a close relationship with your influencers and affiliates. You need to be on the same page about how you want to be promoted. Also, it's really important there's transparency in telling your audiences about the relationship.
Indeed, both tactics are wonderful ways of getting your message out there without going down the route of profiling or collating behaviour data. It's mutually beneficial, too. To illustrate; your affiliates and influencers' content gets the attention they want and it means these methods remain self-sustainable and independent, rather than paying the big companies to manage it all.
Ethical marketing means being honest
Don't oversell yourself. For example, don't say you're the best thing in the world. Don't patronise people on their choices if they choose a competitor. Ditto using any manipulative tricks of persuasion that "guides" them into making the choices you want them to make.
Don't convolute your wording in your content. If your website user doesn't feel like signing up to your newsletter, don't hound them. They're not bad people if they ignore your CTA.
If you indulge in so-called 'growth hacks' that will temporarily optimise your conversion rates but ultimately annoy so many in the long-run. Because that's not what ethical marketing is about.
We mean it, be honest - Always
Always be transparent and easily understood when you talk about what you're doing with the data of your customers and website users.
Don't bury things in legal jargon in your privacy policy with an abundance of other wording that is purposely obtuse. Make sure you communicate clearly.
Ask your users, in simple terms, if they give their permission for data collection, marketing and advertising. You should, out of courtesy, set the default to 'no'. Do not change how you handle website users who stick with that option.
Adhere to the latest and tightest security practices out here, including encryption. Stick by it. Don't sell or share your user data with any third party service.
Only collect the data you need
Don't collect any data you do not need. Don't use external servers to store it, wherever possible. If you do need large storage, use a reputable company with a proven track record.
It's common to think you should farm as much data as physically possible. Maybe you think you'll find a use for it later? Well, don't. If you need something for a campaign, you'll have to collect it at the time.
Wherever possible, don't use third-parties
Cut off any unnecessary third parties. Everyone you have is a potential data risk. When you think of them that way, you start to recognise the severity of potential liabilities.
If you do use them, be honest about it. Clearly, state who you're using and what for.
Use ethical alternatives
You don't have to use the names you know. There are alternatives. You can go with a self-hosted option and then none of your visitors' data will be sent to a third party. There are lots of open source and self-hosting options out there.
Matamo, for one, has an exceptional reputation. It's an ethical alternative. (We use it here at Code Enigma, and we wrote about that here). You can use this on WordPress sites, by the way!
Don't indulge in marketing "hacks"
Unethical marketing hacks might get some initial success, but they're damaging in the long run. Ethical marketing practices means complying with GDPR regulations.
Don't send spam, don't use automated calling robots, don't use UX tactics, don't buy a fake social following to bump up your numbers, don't falsify reviews… or any other tactic we haven't mentioned here.
Don't sell data to a data farmer. Also, avoid buying from them. Focus on your genuine customers and site users. Be focused on finding the outcomes of what people do on your site and other properties. Avoid tracking individuals as they use other sites and devices.
Don't camouflage your advertising into the platform it's appearing on. Make it stand out from the page, clearly presented as an ad.
Final thought
It's been argued that ethical marketing practices don't make as much profit, but the reality is that it's the only way to form fruitful, mutually beneficial, trusting relationships.
