Marcom needs to address the growing distrust in both the media and social media platforms.
Brands are facing pressure to take sides on issues that matter to citizens, such as racism or privacy violations. Citizens have become aware of the high potential for manipulation on social media, using microtargeting Facebook ads or SEA on Google. Evidence of voters manipulation and voters suppression by the Trump presidential election campaign in 2016 has come to light thanks to the Cambridge Analytica scandal. According to the Reuters Institute, populist governments have used social media campaigns to spread fake news and get into power.
Digital marketing strategists are thus on a slippery slope. That’s why I branded myself an ethical spin doctor. Not everything in the Marcom strategist toolbox is fair play. I’m thus striking a balance between being a savvy marketer versus respecting people’s free will.