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Feb 2019 - IDC Perspective - Doc # US44872919

Getting Serious About Marketing Ethics: Trust, Power, and the Profession

By: Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience

Abstract

This IDC Perspective explores the topic of marketing's practical response to discussions about transparency, privacy, bias, trust, and social responsibility that are happening at leading tech companies today. In response to growing awareness of data's power and the proliferation of devices into increasingly intimate relationship with our lives, the media has decreed the industry to be "Big Tech." Like Big Oil and Big Pharma before, the label connotes an uneasy relationship with the industries on which society most depends.

"Now is the time for tech marketing organizations to get serious about ethics," says Kathleen Schaub, vice president, CMO Advisory and Customer Experience. "Business success depends on marketing's ability to build trust. 75% of tech buyers say that greater trust in marketing and sales would increase or significantly increase their willingness to buy."


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