Marketing with Integrity

As I write this post, I’ve got half an eye on Sarah Beany on C4, telling two poor beauty obsessed girls that they are bombarding their bodies with toxic chemicals in …

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11th October 2007 at 8:37 pm

As I write this post, I’ve got half an eye on Sarah Beany on C4, telling two poor beauty obsessed girls that they are bombarding their bodies with toxic chemicals in lotions and potions that advertise themselves as ‘natural’.

Last night I watched a programme about a Leeds-based business man who had ripped off a load of innocent punters, selling and marketing student buy to let properties.  It’s a marketing scam of such proportions the guy is under criminal investigation.

And my point?  Marketing is open to abuse.  Making claims your product or service can’t substantiate in action may win sales, short term.  But it certainly won’t secure you repeat purchase, or customer loyalty.  More to the point, marketeers who are happy to tell elaborate lies in order to generate sales growth can and will eventually get found out.

But don’t just take my word for it.  As consumers get more and more savvy, integrity in marketing is becoming an increasingly hot topic.

Sara Scott

Sara is a marketing specialist with a wealth of on-line and traditional experience. With award winning credentials as an advertising writer, her career also spans the disciplines of planning and strategy for both B2B and consumer clients. Having worked for one of the the UK's biggest non-London agencies, Sara now works on a consultancy basis for clients large and small. http://www.smallbizpod.co.uk/blog

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  1. Hi.

    I just wanted to add that as we see it complete transparency goes a long way to satisfying customers that they have made a good online purchasing decision. To achieve this, we post plenty of help and information pages on the website itself and keep customers informed through our blog.

    Additional sources of information, clearly labelled and easy to navigate around does help win and retain customers in the long run.

    Jonathan C Crouch
    Fabulous Photo Gifts – Belper, Derbyshire, UK

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