{"id":13163,"date":"2024-02-12T12:20:21","date_gmt":"2024-02-12T01:20:21","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=13163"},"modified":"2024-03-06T09:22:11","modified_gmt":"2024-03-06T09:22:11","slug":"trends-in-ethical-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/trends-in-ethical-marketing\/","title":{"rendered":"Trends in Ethical Marketing \u2014 Is Your Tech Safe?"},"content":{"rendered":"\n

Often, marketers are the early adopters of new tech. Constantly searching for new and innovative ways to surprise and delight our customers, we find ourselves leading the way when exploring new tools and techniques. A great example is the recent explosion of activity around generative artificial intelligence. Let\u2019s face it \u2013 the possibilities are incredibly tempting. <\/p>\n\n\n\n

But here\u2019s the question, with the rapid rate of change, and with new players emerging onto the scene, how can you make sure you’re using marketing technology and AI safely and ethically?<\/p>\n\n\n\n

How Salesforce ensures its marketing remains ethical<\/h2>\n\n\n\n

Personalisation<\/a> and optimisation have been part of the Marketing Cloud<\/a> toolkit for some time. And its powerful predictive artificial intelligence tools have recently been joined by impressive generative AI.\u00a0<\/p>\n\n\n\n

What do they have in common? They rely on robust, accurate customer data.<\/p>\n\n\n\n

Ethical data<\/h3>\n\n\n\n

The survey response from our Trends in Ethical Marketing report<\/a> had a key message that was loud and clear \u2013 the responsible use of data is an important factor in consumers\u2019 purchasing decisions.<\/p>\n\n\n\n

More than 60% of customers<\/a> said that they are comfortable sharing sensitive data with businesses, but only if they are reassured that it\u2019s being used in a transparent and beneficial manner.\u00a0<\/p>\n\n\n\n

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Get the Trends in Ethical Marketing Guide to learn:<\/h2>\n\t\t\t\t\t\t\t

\u2705 How to make sense of marketing’s role in AI and other new technologies
\u2705 How to invest in emerging technologies while protecting your customer
\u2705 How to apply ethical marketing practices to your business today<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tRead now<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
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So how can you make sure you\u2019re collecting and using customer data in an ethical way? Here are just some of the methods we use at Salesforce: <\/p>\n\n\n\n

Understand the data you need<\/h4>\n\n\n\n

Nearly three-quarters of customers think companies collect more information than they need, and nearly two thirds worry that companies aren\u2019t transparent about how they use customer data. <\/p>\n\n\n\n

Digital privacy laws around the world agree that businesses should minimise the amount of customer data they collect. Before you even begin to gather and store customer data, ask yourself what information you need to achieve your objectives, and then collect only that<\/em> data. <\/p>\n\n\n\n

Bottom line \u2013 if you don\u2019t need it, don\u2019t collect it. <\/p>\n\n\n\n

Collect \u2013 and respect \u2013 preferences<\/h4>\n\n\n\n

International data protection and privacy laws<\/a> also make it clear that the customer should have ultimate control over how their data is used. Your marketing tools should allow you to record your customers\u2019 preferences about how their data is used, apply those preferences to your marketing activities, and \u2013 crucially \u2013 allow customers to change their minds.<\/p>\n\n\n\n

Treat customer data like it\u2019s your own<\/h4>\n\n\n\n

In the day-to-day business of marketing, we often work with partners. But not all partners are created equal, so it\u2019s important to be vigilant about how you share your customer data, and with whom. Will they treat the data with the same care that you have? Will they share it with third parties outside of your control? <\/p>\n\n\n\n

Make sure you review the contracts with each of your partners to ensure that there are clear obligations with respect to the care, custody, and control of any data sent to them.<\/p>\n\n\n\n

Ethical personalisation<\/h3>\n\n\n\n

An increasing number of customers expect every offer to be personalised<\/a>, and it\u2019s important that as marketers we\u2019re able to meet that expectation.\u00a0<\/p>\n\n\n\n

The flip side, of course, is that we have to demonstrate real value for our customers in exchange for that data. At Salesforce, we make sure that we are transparent with our customers regarding how their data is used, and what they\u2019ll get in return for providing it.\u00a0<\/p>\n\n\n\n

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Find out how generative and predictive AI can help you personalise and optimise your marketing.<\/h2>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\tWatch demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
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Ethical artificial intelligence<\/h3>\n\n\n\n

While generative AI has been taking the world by storm, we at Salesforce have been developing \u2013 and using \u2013 AI for a decade.<\/p>\n\n\n\n

Salesforce marketing teams use predictive and generative AI in many different ways<\/a> \u2013 from automating campaign optimisation, to producing unique and personalised messages.<\/p>\n\n\n\n

We even use AI internally. It helps by summarising long Slack threads, or automating our reporting and data analysis processes.<\/p>\n\n\n\n

The full list of ways that we use AI is long and varied, but the one thing that every application of AI has in common? They\u2019re all built on the policy of ethical use<\/a> that we set out for ourselves.<\/p>\n\n\n\n