Marketing Horizons, a series in the WVU Marketing Communications Today podcast, is forward-thinking, looking ahead, through the front windshield and beyond, into the marketing future. Marketing Legends, another series in the WVU Marketing Communications Today podcast, features marketing thinkers, innovators, practitioners and founders — legends of the marketing world — who will talk about their careers and share their wisdom with the marketers of today. Hosted by Cyndi Greenglass and Ruth Stevens, these podcast series are dedicated to looking ahead to the new ideas, technologies, tools and strategies that are emerging to help marketers navigate over the marketing horizon.
Episodes
Wednesday Jul 17, 2019
Wednesday Jul 17, 2019
Digital technologies have transformed the media landscape and are integral to virtually every industry and field, and marketing is no exception. Today, marketers must integrate both the creative aspects of the discipline with more technical aspects. Data-driven marketing strategies have become fundamental to the new marketing model. Emerging technologies have accelerated the speed, reach, and relevancy of marketing campaigns and inadvertently opened a virtual pandora’s box of ethical uncertainties that cause us to call into question issues of privacy versus convenience.
Ethical issues in marketing stem from a disconnect in the set of expectations between businesses and consumers. The direct impact on the consumer and the repercussions for the marketer, should their practices be deemed unethical, can undermine brand trust. Consequently, it is fundamentally important for marketers to navigate the ethical tightrope, recognize potential implications behind the use of digital technologies, and develop deep clarity on ethical issues when creating socially responsible and sustainable marketing strategies.
Listen to this episode live July 18 at 1 pm Eastern as host, Matthew Cummings welcomes his guest, Amy Teller.
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