Insights on Marketing & Technology

Are You Easy or Sleazy in the Digital World of Business?

During a recent conversation with colleagues, the topic of digital ethics came up. One person noted that getting ethics right in the digital era can mean the difference between being viewed as “easy or sleazy” to do business with. In other words, are you using customer information in a way that helps better meet customer needs or are you being intrusive?

  • By: Stella Goulet
  • Published: 21-06-2016

Navigating ethics in the digital world

Avanade recently conducted research to better understand the impact of digital ethics in the coming years. We asked 500 executives how ready they were to address some of the ethical issues that loom on the horizon of the digital world. More than 90 percent believe companies will need to establish and adhere to digital ethics guidelines to be successful.

However, 78 percent say their organization has not given enough thought to the workplace ethical dilemmas created by developments such as smart technologies like intelligent automation and digital assistants. Yet those technologies are already here and growing rapidly.

In fact, the enterprises that succeed over the next decade will be those that can most effectively connect these smart technologies, people and insights to deliver a more personalized experience to customers. As the voice of the customer, marketing is ideally positioned to drive consistency across all touchpoints. However, there is a fine balance between delivering value to customers from data they share and breaching their ethical expectations by becoming too intrusive or using the information for unintended purposes.

This challenge will increase as smart technologies move into the customer experience and sales side of the business - and squarely into marketing’s domain. In our survey, 61 percent of respondents say they expect smart machines to play a role in supporting the customer experience in the coming years.

To maintain customer trust in this changing environment, organizations must do more...

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Stella Goulet

As Chief Marketing Officer, Stella Goulet leads Avanade's global marketing organization. She is responsible for guiding the company's image and market development through a period of high growth and significant change in the IT industry as businesses become increasingly digital. She is Avanade's first CMO and a member of its executive leadership team. Stella joined Avanade from Capgemini, where she led global marketing as corporate vice president. She is a member of Forrester's CMO and Marketing Leadership Group and has served on the Information Technology Services Marketing Association (ITSMA) Advisory Board. A strong proponent of diversity in the IT industry, Stella is involved in activities designed to encourage girls and young women to consider careers in Science, Technology, Engineering and Mathematics (STEM).

Learn more about Stella Goulet’s view on digital marketing here.


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