We are in the era of artificial intelligence and beyond the technological aspects, little is said about ethical issues. In short, how can AI interact with human needs and also those of industry, following rules that can also vary from person to person? In the case of ethics there is no one-size-fits-all path, and this is why even Big Data, chatbots or metaverses, which are radically transforming various sectors, are tools for which we are working to ensure that the future of companies is guided in the right way towards success.
Digital Marketing is dealing with all of this, which in Italy has a value of more than 30 billion euros and a significant employment impact involving around 600,000 people. And precisely in our country the digital solution company Across, a company with over fifteen years of experience in the sector, claims that ethics – understood as inclusiveness, transparency and responsibility – is a fundamental pillar for the sustainable future of marketing. Adopting an ethical approach not only helps determine the credibility and reputation of a brand, but also promotes the success of campaigns in the long term.
To address this necessary challenge, Across has identified three key priorities:
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Purpose as strategy A modern digital marketing strategy must be aligned with the company's raison d'être and its core values. This guarantees authenticity and transparency, consolidating the connection with the public and building trust in the long term. A crucial first step is the adoption of a code of ethics, which establishes the company's fundamental values and principles. Furthermore, a transparent and concrete consultative approach is essential to establish measurable objectives and interpret the return on investment.
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Reach people, not numbers Digital Marketing increasingly relies on data analysis to understand user behavior and offer personalized experiences. However, it is essential to maintain a focus on people, avoiding reducing them to mere numbers. Multi-channel strategies must be personalized starting from data analysis and oriented towards customer satisfaction, respecting real needs. And anticipating and satisfying his desires.
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The Role of Third Parties Innovation must be driven by the human approach and the continuous observation of marketing and sales flows resulting from data analysis. It is crucial to integrate Artificial Intelligence with human support, combining technology and human skills to achieve optimal results. Outsourcing technology can guarantee a partnership based on shared objectives and values, optimizing costs and times.
Sergio Brizzo, CEO of Across, underlines the importance of this type of ethical approach in Digital Marketing: “Responsibility towards customers and consumers must guide advertising strategies.
Through a continuous commitment to ethics, innovation and the centrality of people, the sector can create value for society as a whole”.