E commerce unit 2 ip ethics and promoting your website
1Ethics Ethics and Promoting Your Website Victoria Rock Electronic Business AIU Online July 28, 2012
2 Ethics IntroductionWith the globalization of the World Wide Web companies can market their products in area’sthey may not have ever had the chance to do before. This has allowed most if not all companiesthe ability to adopt their businesses to a website, which allows companies another way to connectwith their customers. The proper marketing of a website could be the key element that willdetermine the success of a company’s e-business (What is eMarketing and how is it better thantraditional marketing?, 2012).
3 Ethics Unethical Marketing Techniques in E-Business Marketing techniques are used to promote the operations of a company. Through their use,sales will increase thus allowing a company to dominate the market. Companies should alwaysmake sure the marketing techniques they are using are legal and ethical. Some examples ofunethical techniques used in e-marketing include Page Cloaking and Mirror Sites. PageCloaking is a technique used in search engines by providing different content or information onthe same company. By doing this customers that may be interested in the products or servicescould be misguided (Kyrnin, 2012). Mirror sites are a marketing technique which providesmultiple sources of the same information. This can be looked at as being unethical becausecustomers looking on a search engine are given a variety of sites for the same company (SearchEngine Optimization, 2011). A good thing to remember is the use of extremely fierce marketingtechniques for a company’s website could damage their image in the market industry. Spam Emails and Spam Blogs Spam emailing is another unethical and illegal marketing technique used by companies tomake their business known. This is done by sending unsolicited e-mails without permission topeople you have no business relations with in order to create awareness of the company.Contrary to the positive effects this may have, spam e-mails tend to aggravate potentialcustomers. By sending spam e-mails you run the potential of making customers lose interest inyour business, thus making the company lose potential customers (Wilson, 2011). Spam Blogs are blogs that engage in link spamming and is also illegal because it is aimed atmanipulating customers into visiting a company’s site. You can recognize spam blogs by their
4 Ethicsirrelevant, repetitive, or nonsensical text as well as large links that point to a single site and tendto clog up search engines making them very annoying to clients. This marketing technique isaimed at obtaining a large number of clients to visit a certain company’s site (Is spam permittedon Blogger? What Are Spam Blogs?). Keyword Stuffing and Irrelevant Keywords Keyword stuffing and irrelevant keywords is a search engine optimization technique. Thisoccurs when a company uses loaded keywords in their content. A good example would besomething like this: “If you like giving Birthday gifts, buy your Birthday gifts here! We haveBirthday gifts for all of your Birthday gifts buying needs.” With this technique, the companytends to hide significant information from clients that could mislead them in their decisionmaking process. Irrelevant keywords are also placed in the mega tags of the site so that peoplemay not see the true image of the company causing the client to lose trust in the company(Keyword Stuffing, 2010). Link farms and Link Bait Link farms are a group of web pages that exist for the sole purpose of increasing the numberof back-links in a sites link network (SEO DICTIONARY, 2012). Companies that use linkfarms as a marketing technique uses it solely to boost the company site. These links are aimed atdirecting people who visit the link farm to the company’s site. They are considered spam bysearch engines and are prohibited by law because it tricks clients to other irrelevant sites. Byusing this kind of technique a company is creating a bad image for themselves and which is far
5 Ethicsfrom professional. Also by using this form of technique a company can find themselves not onlyremoved from search engines but paying heavy fines. The link bait technique occurs when acontent feature is placed within a website of the company designed specifically to encouragevisitors to the site. This marketing technique cheats clients who end up not trusting theoperations of the company and can make the company lose prospective customers (How to Dealwith Link Farms, 2012). Unethical, Illegal, and the Consequences for Using Them Keyword stuffing and irrelevant keywords are unethical marketing techniques since they aremorally incorrect and can give a bad image for the company making it harder for the company togain their set profit. Spam blogs, spam emailing, link farms, and link bait are considered illegaltechniques. The law, as business principles goes, does not allow these techniques to be used bycompanies and huge fines can be placed on the company that uses them (Wilson, 2011). Promotional Techniques for a Site Promotional techniques used for a company site are aimed at getting a lot of prospectiveclients. This can boost the operations of the company and lead to an increase in sales. The use ofethical means of marketing creates a good image for the company and will give the clients thefeeling that the company can be trusted. One ethical promotional technique is the use of e-mailmarketing. E-mail marketing is a form of direct marketing which enables the company to useelectronic mail as a means of communicating to their target audience. By sending e-mails toclients who are registered with the company will help in avoiding e-mail spamming which as we
6 Ethicshave learned is unethical. This will enable the company to stay in touch with their clients as theyinform them of the progress of the company (Harpf). Another promotional technique is online advertising. The advertisers host advertisements forcompanies so that clients can visit the advertisers site and know about the operations of thecompany being advertised. This technique is rational since the activities of a company will beavailed in other advertisement locations, which will make prospective clients aware of thecompany being promoted. An example of this is when a company places their link, withpermission, on the advertising company’s site. This promotional technique is ethical sincepermission has to be sent from the advertising company, unlike Link farms and Link Bait. Thisonline advertising networks technique will make the clients trust the company they may wish toengage with. This will also help the company gain profits and expand their operations (Harpf).Online banner advertising is another significant technique that can be utilized by a company.Online advertising technique places an embedded advertisement of a company into a web page.Through this promotional technique the organization will be able to attract traffic to theircompany website by linking their site with the website of the advertisers. This technique isrational since it can help the company gain clients ethically (Search engine marketing explained,2003).
7 Ethics ConclusionAfter looking at the different kinds of promotional techniques, we can note that the ethicalmarketing techniques for the company’s website will bring more positive results than theunethical ones. The company should embrace the use of legal techniques that are ethical andwhich will also give their corporation a good image as well as gain a lot of genuine clients whowill be loyal to them.
8 Ethics ReferenceHarpf, L. (n.d.). Free website promotion tutorial. Retrieved from A Promotion Guide: http://www.apromotionguide.com/How to Deal with Link Farms. (2012). Retrieved from Dummies.com: http://www.dummies.com/how- to/content/how-to-deal-with-link-farms.htmlIs spam permitted on Blogger? What Are Spam Blogs? (n.d.). Retrieved from Google Support: http://support.google.com/blogger/bin/answer.py?hl=en&answer=42577Keyword Stuffing. (2010). Retrieved from SEO Terms: http://www.seo-terms.com/keyword-stuffing.htmlKyrnin, J. (2012). Cloaking: What it is and Why You Shouldnt Do It. Retrieved from About.com Web design/HTML: http://webdesign.about.com/od/seo/i/aa092704.htmSearch engine marketing explained. (2003). Retrieved from TheJungleMarketer´s internet marketing newsletter: http://www.thejunglemarketer.com/Search Engine Optimization. (2011). Retrieved from Hot For SEO: http://www.hot4seo.com/on-page- seo/techniques-to-avoid.htmlSEO DICTIONARY. (2012). Retrieved from Submit Express: http://www.submitexpress.com/seodictionary.html#linkbaitingWhat is eMarketing and how is it better than traditional marketing? (2012). Retrieved from Quirk: http://www.quirk.biz/Resources/88/What-Is-Emarketing-And-How-Is-It-Better-Than-Traditional- MarketingWilson, D. R. (2011, April 19). The Web Marketing Checklist:. Retrieved from Web Marketing Today: http://www.wilsonweb.com/articles/checklist.htm