One will certainly agree that marketing is never easy as it used to be earlier. Digital marketeers, in particular are struggling to seek attention of customers. Nevertheless, a customer would always prefer a high quality product; but ironically, a product which is consistently in news only grabs the attention of a customer. Every company claims that their product is of high quality but then, there is pressure on marketeers to project their product as of highest quality even if it is not the case most of the times.
Unethical marketing has become popular among marketeers for all bad reasons. They are pushed to do so because they have to sell their product by hook or crook. How often do you see a worm in a restaurant pizza? and Is it not easy to grab a worm from somewhere, put it in the pizza, click it and publish in a social networking site to defame your competitor?
Now for all of you who are shouting that this is a mockery of ethics, be rest assured that this unethical marketing is spreading its roots in every industry. Most do it smartly and some get caught, only to be exiled forever.
Let us take an example of XYZ company, which is specializing in providing software solutions. They have a product which is slightly inferior to their competitor but their CEO cracks the whip on our poor marketing guy, pushing him to sell it at any cost. Our guy, after some thought process puts ethics in air balloon and sends it to space. He disguises himself in social forums and posts exaggerated and unverified information about his product. He tells his subordinates to disguise themselves too, join the discussion and confuse the reader. A general audience who wants an expert advice about the product gets misleaded and finally buys a relatively inferior product. Now that is exciting, ain’t it?. Executives claim that this is not unethical but customers know it better.
We, at Vembu are confident that our product is the right pick for customers but when it comes to marketing, we are more focussed on educating than being aggressive and unethical marketing tactics. Needless to say that customers who have bought our products are happy that they have chosen the right one.
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