Marketing integrity is not just a virtue; it is a driver of choice. The main role of a marketing agency is to find ways to increase brand loyalty and customer sales for any given company, but a false advertisement could lead to a loss for the company.
In today’s society where fake news is everywhere, customers will stick with companies based on integrity and loyalty. Unless it is a last resort, no client will stick with a company that has lied to him or her. Yet, numerous companies have been known to be misleading in their marketing efforts.
In 2006, more than 75% of Opinion Research respondents said they preferred to buy from a company that operates ethically, even if they have to pay more. Yet how can an agency use expert writers to promote itself or provide clients with integrity? By taking a step back and analyzing their practice with these simple steps, a company can raise their loyalty and sales:
- Prepare ahead by informing yourself, your staff, and your clients of the importance of integrity in marketing.
- Look for evidence that integrity is important to a writer before you hire them, and emphasize that it’s important to you as well.
- Give the writer only facts you can prove.
- When reviewing a writer’s work, make sure that everything they say is true. A good writer will know how to phrase truth creatively, so the message is interesting as well.
- When you find a good writer, commend them and keep going back to them with future assignments.
In his book, John Blumberg acknowledges that a great leader will take risks in not knowing and will be grounded with a core set of values, “we don’t go running away from our values, we go drifting away. And one day we wake-up in a place we never meant to be drifting in a direction we would never have chosen.”
The greatest loss of a company is the missed marketing of an unleashed set of core values. Customers base their choices on a guaranteed product. The false advertisement could lead to problems such as government agencies that have reportedly fined the pharmaceutical industry in excess of $3 billion in the past few years because of allegedly misleading marketing and sales practices.
According to the adage, “A leading medical-device company admitted not long ago to failing to inform doctors about a potentially fatal flaw in their aggressively marketed heart defibrillators. The company’s stock price plummeted and the firm was eventually sold and rebranded”.
This could cause potential harm to the consumer but will cause more harm for the company. Integrity marketing is based on values that companies should abide by, yet not all feel that morals matter with business.