{"id":131,"date":"2011-01-09T21:17:20","date_gmt":"2011-01-10T05:17:20","guid":{"rendered":"http:\/\/www.gordonbenzie.com\/blog\/?p=131"},"modified":"2023-06-24T12:34:28","modified_gmt":"2023-06-24T19:34:28","slug":"forget-about-marketing-ethics-lets-start-with-truth-based-messaging","status":"publish","type":"post","link":"https:\/\/www.gordonbenzie.com\/blog\/forget-about-marketing-ethics-lets-start-with-truth-based-messaging\/","title":{"rendered":"Forget About Marketing Ethics \u2013 Let\u2019s Start with Truth-based Messaging"},"content":{"rendered":"

If marketing professionals seek to conduct business ethically by promoting goods and services beneficial to a customer\u2019s well being, they must first start with truth-based messaging. Regardless of the product or service, if marketers can\u2019t speak honestly when describing features and benefits, then forget about thinking marketers could possibly be ethical.<\/p>\n

Having been a marketer for the past couple of decades, I am quite familiar with the pressure to stretch the truth about product attributes, features or benefits, all in the name of trying to increase sales. My experience<\/a> in marketing and business communications has been concentrated in the high tech field, including network security and software. With such ambiguous products that are impossible to \u201ctouch and feel,\u201d marketing communications tend to fall into broad benefits categories, such as to reduce costs, increase productivity or eliminate potential threats, where the temptation to inflate product benefits definitely exists.<\/p>\n

Underlying each of my messages, however, has been a story based in truth. Calculating actual benefits can be tricky. It might be necessary to make assumptions about a prospective buyer\u2019s usage of your product, how your software performs at your client\u2019s company, and so forth. As part of this process, I build a reasonable \u201cstory,\u201d backed up by case studies, customer feedback or observations from the field to support my messaging claims.<\/p>\n

I am now concerned in the direction of recent corporate marketing communications. A new level of deception now appears to be status quo, as highlighted in a recent Wall Street Journal article, \u201cAT&T Relabels Networks as 4G.\u201d AT&T’s marketing department decided they needed a \u201c4G\u201d product to stay competitive, so they decided to simply rename their existing \u201c3G\u201d network as \u201c4G.\u201d Justification was based on comments issued by the International Telecommunications Union, a wireless industry standards body, which indicated that they have not yet set a firm 4G definition. In AT&T\u2019s view, this was a wide open door to apply the 4G term to their \u201cadvanced\u201d 3G technologies \u2013 look for a future announcement.<\/p>\n

This decision goes way beyond a question of ethics, representing an outright deception and lie to prospective customers. Apparently, truth-based messaging is not a requirement at AT&T.<\/p>\n

The sad part is that the wireless industry is not acting alone, but is simply following the current direction of the automotive industry.<\/p>\n

It used to an accepted truth that automobile model numbers designated meaningful data. For example, Mercedes\u00a0Benz used to have a strict numbering convention, which made it very easy to understand model and engine size.<\/p>\n

\"\"<\/p>\n

If you see a Mercedes Benz SL 55, it denoted an SL body with a 5.5 liter engine. Today, if you buy a SL 63, you get one with a 6.2 liter engine. Rumor has it that the next replacement model will have a 5.5 liter engine, yet be called a SL 63.<\/p>\n

I see no truth-based messaging or communications in Mercedes\u2019 decision to change their model number methodology. What I see is deception, which will cause consumers to question the company\u2019s communications, leading to a lack of trust in future messaging.<\/p>\n

If you go down the road of deception about product specifications, you are setting yourself up for customer dissatisfaction, opening up an opportunity for your competitors. Your sales team will suffer reduced effectiveness, customer satisfaction will decline and, in the end, brand integrity will suffer. Compounding matters further, the Wall Street bonus philosophy exists here too \u2026 those involved in making these messaging decisions will have already been rewarded for their actions with promotions, bonuses or new job offers, prior to when the proverbial \u201cshit\u201d hits the fan.<\/p>\n

I propose that a new, higher level of ethics is sorely needed, to be self-imposed by marketing professionals, such that a company\u2019s marketing collateral and business communications can at least be truth-based, rather than outright fabrications. Perhaps I am expecting too much \u2013 maybe a better course of action is to institutionalize some sort of \u201cwhistle blower\u201d program, such as what the SEC has implemented? Do I sound unreasonable? How far can this messaging strategy continue before the public has had enough? Let me know your thoughts.<\/p>\n

Gordon Benzie<\/strong> is a marketing adviser\u00a0and business plan writer that specializes in preparing and executing upon business plans and marketing strategies.<\/p>\n","protected":false},"excerpt":{"rendered":"

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