# Ethical Digital Marketing

**URL:** <https://community.coops.tech/t/ethical-digital-marketing/1094>\
**Category:** Technology\
**Created:** [25 October 2018 09:50 UTC](https://community.coops.tech/t/ethical-digital-marketing/1094 "2018-10-25T09:50:50Z")\
**Posts on this page:** 1\
**Showing post:** 10

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**Author:** ![nick](https://community.coops.tech/user_avatar/community.coops.tech/nick/32/482_2.png) [@nick](https://community.coops.tech/u/nick)\
**Post date:** [26 October 2018 13:08 UTC](https://community.coops.tech/t/ethical-digital-marketing/1094/10 "2018-10-26T13:08:09Z")

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I guess [A little UK co-op tour](https://community.coops.tech/t/a-little-uk-co-op-tour/1064/) is “relationship marketing” in some way, not that that is the purpose of my trip (it’s mostly an adventure I think, keeping my mind active/challenged) - but it fits in with my whole-life approach - generally building relationships on a personal/ideological level without clear goals/outcomes and hoping/trusting that good things follow.

I recently found there is a more scientific expression of a similar concept —\> [Why Greatness Cannot Be Planned: The Myth of the Objective | SpringerLink](https://www.springer.com/gp/book/9783319155234) (or youtube vid version [https://www.youtube.com/watch?v=tZBViI8ZaU0](https://www.youtube.com/watch?v=tZBViI8ZaU0)), they say (with evidence!) that:

> we would be wiser (and the outcomes better) if instead we whole-heartedly embraced serendipitous discovery and playful creativity

Which approach works in a given context or which approach you should take is an entirely different matter. Maybe cold-calling other co-ops works great!

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_[View the full topic](https://community.coops.tech/t/ethical-digital-marketing/1094)._