Values, principles, commitment. These are terms that are commonly heard when analyzing moral issues, but which have now become recurrent in marketing analysis as well. Companies are no longer asked only to have according to what products and to offer certain services. Nor is it solely a question of brand identity or reputation. Now, companies must be committed to their time and moment and must be able to respond to the issues that set the agenda. They have to be political (in a way) and they need to have principles and values. Analysts have been telling marketers over and over again and marketers have learned India Mobile Database – more or less – the lesson. Messages on social networks are already more oriented towards these types of issues, as are advertising campaigns (although not always with good results) or brand strategies.
In recent years, the principles and values and related actions have abandoned the strategy of corporate social responsibility and these types of activities to be implemented in all areas of marketing and advertising. At the end of the day, you must enter the brand strategy. The latest Gartner study on the issue makes it clear that you think a lot, you aspire to a lot and you do more good – actually – little. Thus, 95% of CMOs and senior marketers surveyed by the consultancy indicate that they believe that the company should assume leadership positions when it comes to solving key social and cultural issues. That is, companies should be involved in the reality of the moment and commit to those key and crucial elements. Brand activism thus becomes ‘the thing to do’. Marketers also have a certain leadership position in this field when analyzing the role of companies.
“CMOs have a unique role in helping their organizations understand and respond to social, cultural and political trends,” said Jay Wilson, analyst at Gartner. “As a result, the marketing area has taken more responsibility in using the brand platform to create awareness of social issues and communicate support for movements,” he adds. Mismatch with what consumers expect But that marketers know that it is important, that they have a leadership role in that field and that they do things related does not necessarily imply that the results that are expected to be achieved are achieved Brother Cell Phone List. Gartner also concludes that there is a mismatch between what consumers expect and what brands do. Thus, 44% of consumers say they have the highest expectations that companies are associated with a cause and do things with that objective.
Despite this, only 37% of marketers acknowledge that they are actually doing something. Even when they do, what they do and what consumers prefer differs. 46% of top marketing managers are making financial donations to causes. Only 24% of consumers surveyed believe that donating money should be one of the two priorities in social action for brands. In general, what brands are doing the most is participating / supporting events on a topic (48%), requesting or supporting legal changes (47%), donating money (46%) or making a change in corporate policy to respond to a problem (43%). 37% make public statements.