When a communications system developed by the military comes to serve freedom of expression around the world, it is a victory for democracy and a communications revolution. The Internet is a free, universal revolution, enabling citizens to express ideas and opinions … in text, sound and images.
When a communications system becomes a new consumer service, it benefits society: businesses can offer their goods and consumers can express their opinions simultaneously, giving everyone more choice.
The web’s DNA is the same for citizens and consumers alike, i.e. freedom of expression. So when e-commerce sites, spawned by the new commerce revolution, are blacklisted for deceiving web users and reputable companies by directing consumers away from their initial choice to sites that pay them advertising fees, it impacts the credibility of the system and jeopardizes the system as a whole.
Instead we need to cultivate and develop this space of freedom for citizens and consumers. It’s a unique space – simultaneously a forum and a marketplace.
All of our marketing and communications recommendations should emphasize respect for this unique space. We should not use dishonest tactics to destabilize competitors, or manipulative communications that verge on propaganda. Let’s be creative in our ideas without undermining the democratic values our societies are built on.
The web represents a fantastic opportunity for individual citizens and consumers to express themselves. We should safeguard it by refraining from commercial practices that bring marketing down to the level of manipulation. Businesses have never had so much responsibility for the world’s future.
As marketing and communications professionals from businesses or agencies, we have everything to gain living by gyro CEO + CCO Christoph Becker’s motto:
Our mission is to create ideas that are humanly relevant.”
by Didier Stora
GM – gyro Paris
Cross posted at Ignite Something on the Forbes CMO Network