Addressing Ethical Concerns in Digital Marketing

Abstract

The study comprises social and cultural issues pertaining to buying and selling on the digital platform. Ethics in marketing plays a vital role in building sustainable goals. The aim of writing the chapter is to throw light on the psychological influences of the customers while ethically imparting the product information through the marketers. The varied marketing strategies like remarketing, pay per click, demographic targeting, emotional and social bond connectivity, etc., are discussed with real cases of Abbot shoes, Surf excel, Red Label, Patagonia, and others. Market research, data collection, truthful branding, ethical digital advertising, regulatory compliances, and others are a few challenges observed in the proper execution of digital marketing. It is not just a mere saying by companies that we are following the right practices; they need to follow the same in their day-to-day operations. Tata Steel, Wipro, Just Water, Ocado, Hello Fresh, People Tree's and others are few renowned organizations using the sources of digital marketing in the right direction.