These are turbulent times, and it takes an effort to make sense of it all.
In today’s blog I take a look at how the business and marketing community can benefit from a Zen-like approach to relate to today’s fractured and often alienated audiences.
As the Dalai Lama said,
“To remain indifferent to the challenges we face is indefensible. If the goal is noble, whether or not it is realized within our lifetime is largely irrelevant. What we must do therefore is to strive and persevere and never give up.”
― Dalai Lama XIV
Strive and persevere and never give up.
Marketing – the Bellweather of business confidence
Businesses are naturally concerned about recent events. And marketers particularly so as marketing spend is often viewed as a Bellweather or indicator of business confidence.
As the volatile stock market demonstrated today, any major surprise (or calamity, depending on where you sit) has the power to either;
A) ignite creativity
B) create fear and uncertainty
Zen and the Art of Marketing for Good
The world is shrinking and we’re more globally aware and connected than ever before. We should ideally use the communication channels available to us for good, and look out for ways to improve lives in the process.
“Marketing for Good” is the term I’ve chosen. By which I mean using creative, lateral and inclusive thinking to deliver effective marketing with ethical outcomes.
Education, Sustainability and Fair Trade initiatives have for some time been a way for multinationals such as Kerry Group, Unilever and Coke to demonstrate their social conscience and win favour with consumers, and smaller companies should also consider what part they can play in similar initiatives.
Here’s a quick list of some of the “Marketing for Good” trends of the past decade that spring to mind…
- Social corporate responsibility whereby all kinds of companies align with charities (this Huffpost article delves into the CSR topic),
- Contextual marketing allows brands and companies to provide real time, location-specific information and experiences (this Púca blog explores the opportunities for marketers)
- Exergaming is simply gaming plus exercise. Win-win! It is related to contextual marketing in terms of integrating location based information. Pokémon GO is just the beginning…
- Evolved Customer Experience sees public and private organisations using apps and other digital strategies to listen to, inform and empower their customers
- Business efficiency apps are reducing reliance on paper-based forms, fuel costs and other environmental impacts
- Mobile payment solutions are allowing consumers to quickly channel donations to charities
I’m hoping to see marketers continue to foster “marketing for good” initiatives that benefit the environment, socially disadvantaged and other worthy causes. The brands that do so will deservedly win the affinity and loyalty of their customers.
So what’s my conclusion?
I guess it’s simply that Marketing for Good is all about nurturing our social conscience alongside our sense of creativity, innovation and fun. I feel that as long as marketers stay positive and creative and continue to think digital, then their brands or clients will continue to thrive.
Originally published on The Pulse.
#russianriverpr #marketingzen #corporate-responsibility