A Guide to Ethical Digital Marketing
Prof. Thom Poole
Play it by Trust, an insiders guide to ethical digital marketing. In a time when we are bombarded by spam and phishing, trust is a vital component in modern business, especially online.
This indispensable guide underscores how trust, built through transparency, ethical behaviour, and respect for privacy, drives long-term engagement and revenue. Poole presents clear, actionable strategies: opt‑in communications, honouring promises, and consistent brand behaviour that elevate campaigns from annoying to admirable. The examples and models are easy to follow and implement – from the Trust Curve, to the Trust Tornado.
While grounded in real-world ethics, the book also delivers a competitive advantage: trust isn’t just good morals, it’s sound business.
Review
Play It by Trust is a thought-provoking exploration of trust in leadership and teamwork. Written in clear, engaging prose, the book argues that trust is the foundation of successful organisations, offering practical strategies to build and maintain it. Thom, our founder, blends real-world examples with insightful research, making complex ideas accessible without oversimplifying them.
What sets this book apart is its balance of theory and action. Thom doesn’t just explain why trust matters, he provides actionable steps to cultivate it in professional and personal relationships. His emphasis on transparency, consistency, and empathy resonates strongly in today’s fast-paced work environments.
Ideal for leaders, managers, and anyone looking to strengthen collaboration, Play It by Trust is a concise yet powerful guide. Thom’s wisdom makes this a must-read for fostering meaningful connections in business and beyond.
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