This page was last edited on 22 May , at When she isn't working as a Purch B2B staff writer, she's writing and furiously editing her first novel, reading a YA book with a third cup of coffee, or attending local pop-punk concerts.
Marketing simply makes the introduction, provides the qualification information to sales, helps sales make the initial connection. The product or service delivers home the point when the buyer receives and experiences all aspects of the product from delivery, packaging, usability, quality, support, all the way through durability.
Marketing is empty and proved a lie when the product does not live up to the expectations marketing builds up, or the buyer finds that it does not meet their expectations or needs. Advertising has long been regarded by many as a cloaked and unreliable medium for learning the facts about a product or service. It is often basal. Just an attention-getter, at best simply a reminder of the existence of a product or service.
The goal of advertising is to appeal to our emotions and emotional urges. Marketing products today needs to address and fulfill the needs of consideration. The same has been the case to some degree in search marketing, although users are not nearly as jaded yet about search results as they are about the facade of advertising.
It should be about the relevancy of the content, and the truthfulness of that content compared to what the visitor is seeking. I am encouraged to see that although good SEO practices include making the most of the high caliber content your site contains, its manipulative practices of back-links and link purchasing are being negated by the search engines, particularly Google, rendering them ineffective.
Read the article in Forbes. Posting appropriate content to social and PR sites is relevant use of those channels. Blogs and social media then link to your site because your rich content is compelling. This is their prerogative and is an endorsement of the genuineness of your content. Rather, it is the external manipulation of content and links that I find to be objectionable and unethical.
I understand that in this tough economy a business has to do everything it can to grow sales. But if we do not maintain an ethical boundary in our practices, we find the foundation of our economy and society — trust — will erode to the detriment of everyone. I also believe that audiences today are more discerning about how many marketing messages they receive every day.
People increasingly see through the shallow manipulations of hyped or exaggerated copy. The introduction of the statement reads in summary that values are the representation of the collective idea of desirable and morally correct conduct. And that the values outlined in the document serve as the standard by which individuals measure their own actions and those of others including marketers. These values facilitate best practices when transacting business with the public and all involved.
The Canadian Marketing Association also has a code of ethics and standards, which is a self-regulatory guideline for marketers. Though marketers are responsible for their marketing content, members of the CMA must abide the code. The principles of this code include:. Companies are aware that consumers are savvy and opinionated. So with this in mind, firms should create an ethically sound marketing plan and integrate it into all aspects of their marketing mix.
While ethics and social responsibility are sometimes used interchangeably, there is a difference between the two terms. Ethics tends to focus on the individual or marketing group decision, while social responsibility takes into consideration the total effect of marketing practices on society. Next, marketers should forecast the long-term effects of the decisions that pertain to those changes.
Bearing in mind that a company cannot satisfy the needs of an entire society, it best serves marketers to focus their most costly efforts on their target market, while being aware of the values of society as a whole. Five simple steps every marketer can take to create a sustainable socially responsible market plan are:.
Social conscious marketing addresses the shortcomings of traditional marketing practices and follows the philosophy of mindfulness and responsibility.
This philosophy states according to Chron. Below is the list of main aspects socially responsible marketing practice rely on.
This socially responsible practice teaches that companies should base policies and operations on a consumer perspective. As an example, an over crowded website with lots of ads dumped onto it will be easily spotted if the marketers were to practice this method.
Improving products and services in innovative manner improves the experience for users. And improving marketing strategies, polices, and brand personality, on an ongoing basis will position your company as an innovative experience to be repeated and passed on. A company that produces valuable products and focuses on offering the customer great pricing, excellent experiences and great customer service will not have to resort to pushy sales tactics and gimmicks.
Apple brand is famous for having people happily wait in line overnight to be first to own an upgraded product. A clearly defined corporate mission will help companies be clear about their plans, goals, and practices. By putting the good of the community and associates over profit, companies will indeed see an increase in the number of consumers willing to pay premium prices for their products. Unlike traditional marketing focus, which was cost reduction and profit increase, socially responsible marketers are more focused on providing goods and services consumers want, gaining feedback for improvement and giving back to the communities that helped them become who they are.
Marketers get the right products to the right people at the right time. Ethical marketers ensure the products meet and exceed their needs, back up their claims and offer value to the customers over time while finding opportunities to pay it forward.
A company that uses ethical and socially responsible marketing strategy will gain the respect and trust of the customers they target and interact with. Over long term, this will translate to greater benefits all round.
This is especially important in economic downturns, when unethical practices become tempting. Reduces the risk of cutting corners and turning a blind eye. Goodwill and strong reputation among clients and associates are the benefits which companies cannot afford to overlook. Not only will customers believe that the company cares for them, but will also associate the brand with pleasant feelings and experiences and spread the word.
Improved quality of recruits and increases retention: A good company attracts good employees, suppliers, investors, and customers, who will be happy to help the company to achieve its goals.
Great marketing practices make new marketers feel like their time on the job will make a difference and so will be less likely to change jobs, as will suppliers and other people involved.
New Marketing Book
Thus, socially responsible marketing draws attention to the “social costs” that are embedded in the marketing, selling and consumption of private commodities. It calls for a marketing system that contributes to social and environmental sustainability, while producing profits for businesses. Social responsibility means that individuals and companies have a duty to act in the best interests of their environments and society as a whole. Social responsibility, as it applies to business, is known as corporate social responsibility (CSR). Corporate responsibility goes hand in hand with socially responsible practices. For example, administrators, executives, and shareholders and stakeholders must practice ethical behaviors and join the community in promoting responsible marketing efforts.