1. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo Electronic Marketing Chapter 19 The Ethics of Electronic Marketing

2. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo A Commitment to Customer Service Treat customers in all communications and transactions as you would like to be treated, putting the needs of the customers first –Provide secure, fast connections –Continually improve content in your Web infrastructure –The marketer owes customers safe delivery and promised satisfactions for the right goods and services they order –Provide twenty-four hour online response to customers or prospects’ questions –Do not tempt them with false advertising and then expect them to be your loyal customer

3. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo A Commitment to Customer Service Customers continued… –Be sure that orders are being filled accurately and on time –Make sure to respond to the customer in a timely manner regarding items ordered that are out of stock, discontinued, or otherwise unavailable –Give accurate estimates of delivery dates –Provide a response to the customer’s order via e-mail or postal mail so they have a record of the transaction –If a mistake occurs, be sure to apologize and accommodate the customer as best you can

4. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo A Commitment to Customer Service Personal privacy –Providing assurance of personal privacy is a very important aspect of the ethical and moral obligations a marketer has to the consumer and the company –Do not annoy potential customers by filling their e-mail boxes with unwanted solicitations and information, “spamming”

5. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo A Commitment to Customer Service To contact a large number of people with like interests, you should use a mailing list –For each list you create to communicate with your customers, be sure to provide an option for joining the mailing list rather than making it mandatory –There should be no sending of unsolicited bulk e-mail (spam) to people who are not expecting it or no postings of inappropriate ads to newsgroups or mailing lists –It is also important to provide consumers a way to terminate their subscription to your mailing list

6. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo A Commitment to Customer Service Security: Validation and Censorship –The marketer owes them a secure transaction as they order products or services or request information online –If the customer desires, you should have an alternative method of payment –Provide a written policy to let the customer know that the site is collecting sensitive information and how you are dealing with the security issues

7. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo A Commitment to Customer Service Types of security measures: –Secure Sockets Layer (SSL) –Secure Electronic Transactions (SET) –Firewalls, along with encryption and frequently changed passwords are ways to help secure your systems against hackers or persons with malicious intent –Other issues of security include such things as validating a person’s age or identity before orders are placed or sites are viewed –Internet Censorship –Legalities of selling across state lines or across international borders

8. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo A Commitment to Customer Service Copyright issues: –Be aware of the current copyright restrictions and follow them If you decide that you would like to link to someone’s site or use some material that they have developed, it is best to contact them first If you see a page that intrigues you and want to make one just like it, copying the code falls under the same category If you need graphics for your Web site, buy them, do not steal them –In the academic world, the Fair Use Act provides for the use of small pieces of copyrighted material for the purpose of education

9. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo A Commitment to Customer Service Computer viruses are nasty annoyances that cause many problems for both the consumer and the marketer, and you must take precautions to assure you are not spreading disease to your consumers Another common problem is the spreading of information on hoaxes It is unlawful to copy and use software without purchasing a license (piracy)

10. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo Who Should Be Using the Internet The marketer should ask herself questions such as “Should there be any regulations on usage of the Internet, such as applying to children’s usage or extremist militia groups in communications or information retrieval?” The balance between the First Amendment Freedom of Speech is often at odds with matters of community morals and decency

11. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo Who Should Be Using the Internet The following questions are still issues regarding the Internet: –Who should be the gatekeeper of the Internet content? –Is someone’s desire to download indecent images and to archive the images protected by free speech? –Do content filters, called blocking software in the Journal editorial, violate the same principles of freedom of speech by the pornography disseminators? –Should the government decide what content is acceptable? –Should the online industry self-regulate itself?

12. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo Who Should Be Using the Internet Questions continued… –Is access to the Internet a “universal right”? –Should everyone have free access to the network of the Internet as individuals now have free access to television’s information and entertainment airwaves of the broadcast networks? –Should advertisers be allowed to place their messages anywhere on the Internet or should there be “safe” times or “channels” free of advertising?

13. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 11/5/2015  2004 Joel Reedy and Shauna Schullo Who Should Be Using the Internet Questions continued… –Should advertising be restricted to “promotional channels” in which commercial messages are transmitted all day long like the television shopping networks? –How will computer-illiterate people or those without computers compete within the information economy?