We’re continuing our exploration of the ethical issues that come up in the online marketing space when you’re selling a transformation rather than a physical product. Today we’re addressing the responsibilities we have as marketers for the results of our students.
In the past, I’ve said that we’re not responsible for the results of our students. This is the conventional wisdom in the online marketing world. But what I want to talk about today is: have we taken this too far?
How does our marketing affect the results of our customers and what role does it play in causing people to buy? If our promises convince them to buy, then we need to take some time to think about what our obligations are for their results.