No, it is unethical to target uninformed consumers because it could negatively impact their cultural beliefs and social norm.

Globally, industries and businesses are desperately trying to acquire new customers and some of the companies are likely to apply inappropriate means of gaining their attention. One of such methods is target marketing.

Note that target marketing is where corporations leverage adverts and marketing as a means of attracting consumers targeting their customers specifically to sell their goods.

However, not all industries use the ethical procedures in getting customers.

This raises the question of whether it is ethical for businesses to target uninformed consumers.

Ethical target marketing occurs when businesses analyze and research consumers to see what predisposed ways might make an individual acquire a product.

Predisposed ways can be various factors that make consumers purchase a specific way, such as personal preferences, cultural norms, or habitual purchasing.

Other companies use unethical target marketing by focusing on target markets that can be easily influenced and manipulated.

Most consumers are unaware of the standard of caveat emptor (let the buyer beware) is part of all purchase transactions.

Under this idea, businesses’ only responsibility is to provide a product or service at a fair price.

Note that when companies purposely target vulnerable populations, they are participating in unethical target marketing.

These types of populations or target markets consist of consumers that have psychological problems or lack maturity and intelligence to make informed purchases.

Examples of this type of target market include the elderly, children, and poorly educated consumers.

Target marketing strategies that are considered unethical would include lying, deception, manipulation, and threats. Sadly, these unethical ways of marketing are used against vulnerable populations.

It may seem unethical to target an informed consumer group. This is because it may intrude on their cultural beliefs and social norms.

Pros and Cons of Ethical Target Marketing

Ethical target marketing is when a company targets a specific group of customers for their product or service through advertising.

The groups are organized together because they have similar beliefs and values, which lead to common purchasing patterns.

Among the ethical ways companies can influence consumers are through persuading, asking, informing, and advising.

Targeted marketing has made it easier than ever for businesses to reach prospects. Gone are the days of “spray and pray” tactics.

Thanks to technological advancements, companies around the globe can ensure that their messages reach the right audiences at the right times.

Note that the ability to tailor your message to a certain group of people increases ROI dramatically. Such personalization makes your targets feel like much more than a target.

However, targeted marketing is not without its pitfalls. Here are the basic pros and cons of targeted marketing to help you better understand – and master – this powerful tool.

Pros

• Flexibility

There are various ways to target prospects: age, gender, marital status, interests, etc.

By being able to segment your audiences, you can make sure that your message goes to your market and your market only; you end up avoiding those who have no interest in your services.

• Cost-Efficient

Note that this goes hand in hand with flexibility. By being able to target people meeting the criteria you set, you avoid throwing money away.

You only spend money on the people who matter. In a marketing budget, every dollar counts.

Using selective marketing lets you get maximum ROI for minimum investment. If money is tight, this is one of the best marketing tools in your arsenal.

Cons

• Time-Consuming

Ideally, developing marketing communications for each of your target groups takes time – a lot of time.

And it is a necessary evil. After a while, your prospects will get tired of your message if it is the same creative over and over again.

However, developing a regular schedule of marketing communications is imperative, and you are going to need the appropriate resources to make it happen.

• Narrow-Mindedness

This disadvantage isn’t so much about targeted marketing as it is a consequence of targeted marketing.

Since targeted marketing allows segmentation at a micro-level, it is common for marketers to lose sight of other efforts like branding. You require a steady funnel of prospects for success.

If you are only focused on people likeliest to convert, you won’t have anyone to replace them once they turn into your patients.

You need to focus on cold, lukewarm and hot prospects – not just the hot ones.

Conclusion

Companies use advertising and marketing to gain attention and target their customers appropriately to sell products. Not all companies abide by ethical means to reach their consumers.

Sadly, many businesses use manipulation and deception to achieve their sales goals.

However, it is possible for a company to cater to both its best interest and that of the consumer conjointly.

This is because the primary intentions of any company should be to fulfill its interests which are maximum production and profit maximization.