A634.5.4.RB Is Marketing Evil?

If one were to believe advertisers and marketing planners we would have the big “O” every time we used Clairol’s Herbal Essence Shampoo or we would be sailing on that big sail boat because we are wearing Tommy Hilfiger or we will get that beautiful woman or drop dead gorgeous man because we are drinking Skyy vodka, our kids would be completely safe because we drive Saab and the list goes on.   Marketing is a necessary evil in that we as consumers want to know about the next great product and we want it now so marketers must be smart, witty, and fast to get and keep our attention to buy their products so marketers have to find more outlandish ways to get our attention. 

But is it evil in the way they do it?  Perhaps or maybe they are just clever little devils.  Think about it we are bombarded with advertising everywhere we go.  On the highways, in stores, even at the movies we see commercials before the main feature.  We are told what we should be wearing, drinking, eating, driving and for some of us we run right out and get that product because if it is being advertised it must be right for us.  Disney channel and Nickelodeon channels aim directly for kids by advertising the latest and greatest toys and then you get, “mom! I need that (insert toy here) right now.”

Companies need to find a good balance between wanting to advertise their goods and getting and keeping consumers.  With social media being so huge these days it is easy enough to give the low down on a product by simply asking the question, “has anyone used product X and what did you think about it?” So this leads us to the next question, is it ethical to track our buying habits or web visits so that we can be targeted by specific marketing groups.  I have to say that I see it from both sides and it is a blurred line for sure.  On one hand there are consumers who want to know about the latest and greatest so asking these consumers for their information such as zip code, phone number and even their email tells the consumer they are going to aim for their business.

On the other side of this I don’t think it is ethical to track a person’s buying trends or web visits without their knowledge.  This can push certain advertisement toward these consumers and leave out many more because of a web visit or give them higher end products because of their implied income or the brand of laptop a consumer has.  As a leader I feel that it is important to walk the line and be sure that I am honest with consumers.  What is wrong with asking for what is trending by taking surveys via social media?  With media sites such as Face book, Twitter and Instagram it is easier than ever to get feedback on products.  We have become a society that wants everyone to know our business, what we like what we don’t like and how we like it.  There can be honesty in marketing and advertising it isn’t going to scare consumers away as it may have done many years ago.  Gives us something to think about doesn’t it.