Role of Ethics in Digital Marketing

Running head: DIGITAL MARKETING
DIGITAL MARKETING
Name of the Student
Name of the University
Author Note

DIGITAL MARKETING1
Table of Contents
Introduction................................................................................................................................2
Article Analysis..........................................................................................................................2
Issues and challenges:............................................................................................................2
Limitations and Implications:................................................................................................3
Recommendations......................................................................................................................4
Conclusion..................................................................................................................................5

DIGITAL MARKETING2
Introduction
Marketing of services, product or idea including the application of Internet, digital
technologies, display advertising and mobile applications reflects the meaning of Digital
marketing (Chaffey and Ellis-Chadwick 2019). The concept of digital marketing includes,
Search Engine Marketing (SEM), Search Engine Optimization (SEO), influencer marketing,
content marketing, e-commerce marketing, data-driven marketing, social media optimization
and display advertising (Järvinen and Karjaluoto 2015). The paper will focus on the ethical
issues and challenges from the article about, Role of ethics in digital marketing, which
reflects consumer’s perception about the medium selected by brands for digital marketing.
The paper will demonstrate the challenges followed by the limitation in the implication of
ethical framework. The paper will present recommendations for improving the association
ethics in digital marketing.
Article Analysis
Issues and challenges:
The article discusses about the ethical factors and challenges associated with the
practice of utilizing digital marketing as an advertising medium. One of the issues identified
in context of ethics in digital marketing is the understanding of ‘good’ or ‘bad’ in terms of
control over internet. Internet is treated as the medium of sharing views and ideas freely, the
concept of the right content or topic is difficult to assess in the digital marketing. Another
ethical issue identified in the article is spamming, which is disproportionate advertising
practices by repeatedly promoting an idea, product or services in a selected website (Singla et
al. 2017). Spamming can be observed in the form of email, social media advertising and in
the form of messages. The article highlighted the issue by the useless nature of the
advertisements as these displayed advertisements are not targeted to specific group of
consumers as they are randomly sent by the advertisers in the form of a text message or
display picture (Singla et al. 2017). Another issue identified in the article is the use of
personal data by the brands, in the research for unethical practices in regards with digital
marketing, the issue was not based on the factor of using person data but the case of not being
informed about the process of utilization offends the consumers (Singla et al. 2017). One of
the associated issues of ‘using personal data and information’ is the outcome of syncing the
consumer accounts with the advertising companies, results in the negative perception of the
consumers even for a relevant content. Another issue identified in the article is the display of