Trump Decision May Reveals Importance Of Association For Ecommerce
If anyone believed that ecommerce was somehow detached from the real world, they would be reckoning without the decision of payment processing company Stripe to cut ties with Donald Trump.
The outgoing US President has already been abandoned by a range of organisations in the wake of the riot at the Capitol Building by some of his supporters following a rally in Washington. While Congress moved to impeach Mr Trump, he has been abandoned by, among others, the US PGA – which has cancelled plans to hold next year’s championship at his golf resort – and Deutsche Bank.
Stripe has announced it will no longer process payments to President Trump’s campaign website, reports TechRadar, adding to a digital backlash that has seen him banned from Twitter and Facebook.
Firms needing ecommerce development in London may take note; not because they are likely to have ties with Donald Trump, but because the recent backlash against the US President is a demonstration of how a digital strategy needs to be careful to avoid areas of unpopularity.
At the same time, the SEO and PPC strategies of a firm can help emphasise its commitments to good causes.
This can be a fraught area, of course. Some may be accused of ‘virtue signalling’ if they are perceived to be over-emphasising their good deeds, not least if there are inconsistencies in the firm’s activities, or shortcomings in its services that may be more concerning to customers.
Indeed, Stripe may be all too well aware of this; people will want a good service from them long after Donald Trump is no longer the lead headline.
Nonetheless, it is important for a firm to consider how it expresses its business ethics in its marketing, in order to be seen not merely as ticking the right boxes, but as having a sense of purpose and mission that potential customers will be happy to buy into.