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MEDIA LITERACY
Marketing, PREDATORY MARKETING 🦅🐯
to manipulate the…
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ETHICAL MARKETING
a win-win: to accurately inform the reader + to get clicks, to bring sb ad revenue 💲
Ethical marketing often results in longer customer lifetime value, which outweighs the short-term gains that can be obtained through predatory practices
trying to make a profit, but they're not trying to squeeze out as much as possible
KEY ELEMENTS
1) building long-term trust
2) empowering customers
3) building authentic connections
4) fostering social impact
5) encouraging brand accountability
6) to stand out in oversaturated markets
1) Patagonia has positioned itself to be very sustainable and that really resonates with its target audience, so when its consumers purchase Patagonia they understand that they are aligning themselves with these same values, and that goes a long way
2) The Honest Company - they include a detailed transparent list of all the key ingredients in their products. This shows to the consumers that the brand really cares about who is actually using this product and allows them to make informed decisions about which ingredients they want to use in their skincare.
3) Lego - Legos idea platform in which consumers can submit their own projects for different designs and vote on different ideas as well. This is also seen in a lot of TV shows (they incorporate fan voting at the end)
4) companies that plant a tree for every one of their products that was purchased, or that have a one bought one donated policy (Bombas, Tom's Shoes)
5) Tom's one-for-one policy where they donate a pair of shoes to a person in need in a different country. However since this policy was created, Tom's has evolved that policy to include other social initiatives such as providing clean water
6) Lush Cosmetics - they pride themselves on having cruelty-free and handmade products in their offerings
1) 👌 making promises they can't keep, overpromising
2) 🦅 preying on insecurities - targeted vulnerability exploitation
3) ⚠️ scarcity tactics - creating an illusion of limited availability
4) 😱 fear-mongering - apocalyptic headlines
5) ⚡ aggressive pricing
6) 😡 rage-baiting
7) astroturfing - purchasing fake reviews, fake views; bots - not sustainable
8) lock-in strategies - to tie consumers into long-term contracts (Apple ecosystem)
9) 👍👎preying on competitor's weakness
10) 🤑grossly overcharging customers or taking advantage of people to maximize profits
👌 1) to lose out because you are not using their service, a lack that they could fill; You'll find a husband by the end of the year! - to overpromise
🦅 2) to create a sense of urgency or dependency
Beauty products, weight loss, male-pattern boldness - to attack the consumer's pain points
to include false statistics
without showcasing customers' success stories
⚠️ 3) to pressure the target audience to make the purchase quickly and without much thought - coming to the purchasing decision in a haste rather than going and spending their time researching whether this is the product that is the best fit for them
Supreme - they always have limited drops which is also paired with super high pricing creating a sense of "if you don't purchase this now, then you're going to completely miss out forever"
Limited sale - to have a countdown timer- sale extended
dynamic pricing - if you don't use incognito, they increase the price because they realize it's you looking at the ticket the second time
😱 4) something that induces a painful / powerful emotion - to click on sth - to fall victim to fear-mongering tactics
to instill fear in people, and sure, maybe it gets you clicks, but it makes the world hysterical
⚡ 5) to drive out competitors and dominate the market
Amazon - to outprice sth (diapers-dot-com)
hoping that they would eventually need to be shut down; then they sold themselves to Amazon
Uber has also done this with predatory pricing with heavily subsidized rides in order to push competitors out of the market and attract customers to only use Uber and make them more comfortable with using Uber or just really bringing it into a sense of muscle memory when they're trying to order a ride
BetterHelp - to offer competitive prices - therapists are struggling with their caseloads - you're still going to end up paying very hefty prices
😡 6) People are going to click more on something if it induces a powerful painful emotion like rage and self-righteousness - like a drug hit. If you can get people to feel self-righteous or to feel a sense of like I'm somehow a victim or I'm experiencing an injustice, then you've got them hooked to whatever content they're consuming
The sense of rage is not proportionate to what's happened.
Content creators will say something outlandish hoping to get engagement. At the end of the day, they don't care if it makes them disliked, they just want to get that money.
👍👎 9) Apple vs PC; Apple = hip, PC - riddled with errors
Domino vs Subway, Audi vs BMW, Pepsi vs Cola
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