In order to demonstrate how B2B companies can act ethically and reflect this in their online marketing measures, it is helpful to consider the other side and identify unethical behaviors:
False (exaggerated or false) product comparisons to differentiate yourself from the competition
Exaggerations to make a product or service seem better than it actually is
Claims without scientific, well-founded and provable justification
stereotyping and discrimination
depictions of violence, trivialization of bullying, etc.
Children in marketing campaigns must remain children
Conversely, we have defined three basic ethical guidelines sweden phone number list that B2B companies can anchor directly in their everyday digital life, i.e. their online communication, for example in their social networks.
1. Fairness and respect as anchors in B2B online communication
All statements and actions are made by people in accordance with their value system - for example in social networks. This must be respected. Likewise, user data may only be used for the purposes that were originally conveyed. Attacks or emotional statements can quickly trigger a dynamic of unimaginable proportions and develop into a "shitstorm". B2B companies should always strictly adhere to the motto: "think before you post".
2. Take responsibility for B2B online communication and be honest
As a communicator, every B2B company assumes responsibility for the content of a statement. For example, responsibility for the dynamics in social networks is shared among everyone who participates. Companies should therefore always adhere to the principle of “think before you share” and not create a “media illusion”.