{"id":17056,"date":"2019-01-27T17:50:26","date_gmt":"2019-01-27T17:50:26","guid":{"rendered":"https:\/\/dottotech.com\/?p=17056"},"modified":"2021-04-19T06:17:49","modified_gmt":"2021-04-19T13:17:49","slug":"grey6","status":"publish","type":"post","link":"https:\/\/dottotech.com\/grey6\/","title":{"rendered":"Digital Marketing Strategy: Ethical Online Marketing &#8211; GM6"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"17056\" class=\"elementor elementor-17056\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18c667b0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"18c667b0\" data-element_type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_id&quot;:&quot;a6e03f3&quot;,&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_direction&quot;:null,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_z_index&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;]}]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2aa0ad65\" data-id=\"2aa0ad65\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c2b59bc elementor-widget elementor-widget-text-editor\" data-id=\"c2b59bc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Learn about ethical digital marketing strategy and what you can apply from unethical tactics without emulating them.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6bc0a7c3 elementor-widget elementor-widget-video\" data-id=\"6bc0a7c3\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/O20vEK-lhAA&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-2a5f1593 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2a5f1593\" data-element_type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_id&quot;:&quot;0747da7&quot;,&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_direction&quot;:null,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_z_index&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;]}]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-63ba5d8c\" data-id=\"63ba5d8c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7d94c4c7 elementor-widget elementor-widget-image\" data-id=\"7d94c4c7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/podcasts.apple.com\/sb\/podcast\/grey-matters-with-steve-dotto\/id1445594874\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"283\" height=\"68\" src=\"https:\/\/dottotech.com\/wp-content\/uploads\/2019\/05\/iTunes-Grey-Matters-Buttons-2.png\" class=\"elementor-animation-shrink attachment-full size-full wp-image-19970\" alt=\"\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-48920468\" data-id=\"48920468\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-28e5f560 elementor-widget elementor-widget-image\" data-id=\"28e5f560\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly9ncmV5bWF0dGVycy5wb2RiZWFuLmNvbS9mZWVkLnhtbA\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"283\" height=\"68\" src=\"https:\/\/dottotech.com\/wp-content\/uploads\/2019\/05\/Google-Grey-Matters-Buttons-1.png\" class=\"elementor-animation-shrink attachment-full size-full wp-image-19969\" alt=\"\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-7ac56f05\" data-id=\"7ac56f05\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ae4c614 elementor-widget elementor-widget-image\" data-id=\"ae4c614\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.stitcher.com\/podcast\/steve-dotto\/grey-matters-2\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"283\" height=\"68\" src=\"https:\/\/dottotech.com\/wp-content\/uploads\/2019\/05\/Grey-Matters-Stitch-Buttons-1.png\" class=\"elementor-animation-shrink attachment-full size-full wp-image-20096\" alt=\"\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-44e6182 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"44e6182\" data-element_type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_id&quot;:&quot;4238652&quot;,&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_direction&quot;:null,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_z_index&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;]}]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-33ead46\" data-id=\"33ead46\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e7aabb2 elementor-widget elementor-widget-text-editor\" data-id=\"e7aabb2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><b>Digital Marketing Strategy: An Ethical Approach<br \/><br \/><\/b><\/h2><p><span style=\"color: #ff6600;\"><b>[0:00]<\/b><\/span><b> \u2013 Introducing this episode of the Grey Matters podcast: Ethical online marketing.<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">One of the biggest challenges at the very beginning of becoming an online and social marketer is the sleazy side of online marketing.<br \/><br \/><\/span><\/li><\/ul><p><span style=\"color: #ff6600;\"><b>[1:51]<\/b><\/span><b> \u2013 Ethical online marketing and unethical practices.<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Unethical marketing practices sacrifice one\u2019s reputation for potential revenue benefits.\u00a0<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ethical online marketers could help you set your own standards for what\u2019s right and what\u2019s wrong.\u00a0<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">As an online marketer, you don't need to engage in unethical practices in order to be successful.\u00a0<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">However, you can take a look at unethical practices and figure out why they work and what you can take from them and apply in an ethical fashion.<br \/><br \/><\/span><\/li><\/ul><p><span style=\"color: #ff6600;\"><b>[4:16]<\/b><\/span><b> \u2013 Learning about \u201cthe Syndicate.\u201d<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Unethical marketing practices involve manipulation.<br \/><br \/><\/span><\/li><\/ul><p><span style=\"color: #ff6600;\"><b>[5:57]<\/b><\/span><b> \u2013 Irritating things that aren\u2019t necessarily unethical.<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Depending on what your age is, more and more of the world becomes irritating to you for no good reason \u2014 and it's easy to mix up things that are merely irritating with things that are unethical.\u00a0<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clickbait creates controversy but is hardly unethical. In fact, we all participate in it from time to time.\u00a0<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Chat bots, where you're talking to a machine and not a person, can also be irritating.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gated content is becoming increasingly common, and while it\u2019s not exactly an ethical sales funnel, it\u2019s far from being a mortal sin.<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If it walks like a duck and it quacks like a duck, it's a duck.<br \/><br \/><\/span><\/li><\/ul><p><span style=\"color: #ff6600;\"><b>[9:37]<\/b><\/span><b> \u2013 Unethical marketing practices.<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The first is exaggerated claims. Transparency is an increasingly endangered species in the online space. If you hear somebody make an exaggerated claim, recognize that most of the online community does this \u2014 but also that it's the beginning of that slippery slope towards unethical practices.\u00a0<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Second: shadow products, or products that are marketed before they are made, in order to gauge interest before even starting with production. If you've never developed a course before to teach people,\u00a0 to do that as a system is unethical.\u00a0<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">BS origin stories play the sympathy card, tying in the human interest angle just to build a compelling, but not necessarily truthful, story.<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Another example: hidden affiliate relationships, where you're going to benefit from somebody purchasing a product, especially in the review space or in the recommendation space, and you're not disclosing to your community that you're being compensated for that relationship.<br \/><br \/><\/span><\/li><\/ul><p><span style=\"color: #ff6600;\"><b>[15:07]<\/b><\/span><b> \u2013 The mechanisms that enable unethical marketing practices to work.<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The first is hidden, enforced upsells. The mechanisms are things like countdown timers, where you have to purchase within a limited period of time before the price goes up (which is arbitrary for a digital product).\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Others don't put clear pricing on their pages, making you go through a series of upsells to get the full value that they're marketing.\u00a0<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It's worth considering families of products as you put your digital products together, as opposed to just standalones. Alternatively, you can segment your products into different value propositions to get more value out of them.\u00a0<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">False scarcity is where an arbitrary limit to a product\u2019s quantity is imposed, for the sole purpose of driving sales.<br \/><br \/><\/span><\/li><\/ul><p><span style=\"color: #ff6600;\"><b>[19:31]<\/b><\/span><b> \u2013 Including a live component for courses.<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Delivering content live tends to provide more value for your community.\u00a0<br \/><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Live webinars also create legitimate scarcity.\u00a0<br \/><br \/><\/span><\/li><\/ul><p><span style=\"color: #ff6600;\"><b>[20:36]<\/b><\/span><b> \u2013 Fake \u201clive\u201d webinars.<br \/><br \/><\/b><\/p><h3><b>Resources<\/b><\/h3><ul><li><a href=\"https:\/\/dottotech.com\/webinarwednesday\"><b>Webinar Wednesda<\/b><b>y<\/b><\/a><\/li><li><a href=\"http:\/\/patreon.com\/dottotech\"><b>Patreon<\/b><\/a><\/li><li><a href=\"mailto:podcasts@wordpress-1174654-4110362.cloudwaysapps.com\"><b>podcasts@wordpress-1174654-4110362.cloudwaysapps.com<\/b><\/a><\/li><\/ul><p>\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>In this episode, learn about ethical digital marketing strategy and what you can apply from unethical tactics without emulating them.<\/p>\n","protected":false},"author":2,"featured_media":19987,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"passster_activate_protection":null,"passster_protect_child_pages":"","passster_protection_type":"password","passster_password":"","passster_activate_overwrite_defaults":"","passster_headline":"","passster_instruction":"","passster_placeholder":"","passster_button":"","passster_id":"","passster_activate_misc_settings":"","passster_redirect_url":"","passster_hide":"no","passster_area_shortcode":"","footnotes":""},"categories":[2032],"tags":[2523,2620,2467,2618,2645],"_links":{"self":[{"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/posts\/17056"}],"collection":[{"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/comments?post=17056"}],"version-history":[{"count":0,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/posts\/17056\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/media\/19987"}],"wp:attachment":[{"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/media?parent=17056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/categories?post=17056"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/tags?post=17056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}