In one of his latest blog pieces, Godin discusses one of the pressing topics of the day: ‘Is Marketing Evil?’ He says that it’s true that marketing does work – it makes people buy something that they might not have tried before – but that it would be better to ask the question ‘Are Marketers Evil?’ A question the marketing guru admits he would respond with a ‘Some of them’ answer:
I think it’s evil to persuade kids to start smoking, to cynically manipulate the electoral or political process, to lie to people in ways that cause disastrous side effects. I think it’s evil to sell a patent medicine when an effective one is available. I think it’s evil to come up with new ways to make obesity acceptable so you can make a few more bucks.
… I’ve got a lot of nerve telling you that what you do might be immoral. It’s immoral to rob someone’s house and burn it to the ground, but is it immoral to market them into foreclosure? Well, if marketing works, if it’s worth the time and money, then I don’t think it matters a bit if you’re doing your job. It’s still wrong.
Just like every powerful tool, the impact comes from the craftsman, not the tool… For me, marketing works for society when the marketer and consumer are both aware of what’s happening and are both satisfied with the ultimate outcome.
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>”marketing works for society when the marketer and consumer are both aware of what’s happening and are both satisfied with the ultimate outcome.”
Unless of course the marketers use marketing to convince the consumer to feel satisfied with the ultimate outcome. The thing about marketing that Godin identifies as evil is the ability to influence people to do things that aren’t in their interest. Customer satisfaction, however, is also on the list of items that can be influenced.
February 23rd, 2009 at 1:50 pm
by the time marketeers come to understand what uis being talked about here, chances are that they have spent 30 yrs trying to do what the alternate… ethical or not, education must answer, business schools need top evaluate for themselves, the forces in the market place, particularly the consumer, has given us his faith…and marketeers trade that for their bonus. irony
February 24th, 2009 at 4:24 am