Today’s world faces some daunting challenges: climate change, inequality, poverty, etc. But there is hope in the form of marketing. Marketing can be used for good and to help drive positive change. Whether helping to tackle climate change or poverty or empowering people to make better decisions, marketing powerfully influences our lives. This article will examine the four ways marketing can save the world. We’ll explore how marketers can use their skills to create positive change and how businesses can use marketing to drive social progress.
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Marketing Influences The Development Of Sustainable Products Only
The marketing process involves planning and executing the conception, pricing, promotion, and distribution of ideas, products, and services to create exchanges that satisfy individual and organisational objectives. It does not begin and end with promotion.
As a marketer, develop marketing values that promote qualitative products and services before and after use by following the due process of product need identification, testing and sampling to ensure the product is safe. This would provide enough time to detect the environmental and social disadvantages of the product for improvement or total disapproval. For example, marketable products must be:
- Eco-friendly
- Recyclable
- Produced with lower greenhouse gases and
- Follow sustainable business practices
2. Marketing Enhances Goal Achievements For Businesses And Its Customers
The top 5 brands’ marketing objectives in 2022 include brand awareness, customer acquisition, customer retention, customer advocacy and conquest.
Like any other business field, marketing is a strategic process that helps you achieve your goals, regardless of industry, through customer insights. It’s a process that involves defining goals and objectives, planning, implementing, monitoring, adapting activities, and evaluating the efficiency of your marketing strategies to reach your goals.
In October 2022, McDonald’s CEO Chris Kempczinski agreed that marketing is a significant factor in the food chain’s development. He claimed the brand has become “more relevant” and “more recognisable” to consumers through marketing. It’s also important to remember that marketing strategies influence the product, brand and value and are the core of your business growth. As a brand marketer, ensure you are always up-to-date with the latest marketing trends and have a Plan B in case something goes wrong.
With the right marketing strategy, you can attract more customers, increase sales, and build stronger relationships with your existing customers. This would increase the national economy and employment index in the long run.
3. Marketing influences brand awareness.
Marketing gives prominence, association and brand equity to qualitative and future-forward products and services. Products created directly from marketing, as companies use marketing tactics such as advertising and public relations to spread the word about their products or services, would ensure they developed the product with the end in mind and marketable. The benefits of marketing are innumerable, as a brand perceived with a higher value can control market costs, the stock prices and grow by adding new products or service lines.
This could also increase their social influence on the target audience.
An example is Nike’s ‘Just Do It’ Campaign, which increases the share of the North American domestic sport-shoe business from 18% to 43% (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998 and has continued to be a benchmark for diversity and inclusivity in this modern day marketing. Also, at PANDORA, we ensure that all our customers in 2022 enjoy brand visibility through our various marketing techniques, such as radio jingles about product values and digital marketing.
4. Marketing can influence a better world
We live in a world where marketing can significantly impact how we think, act and consume. As marketers, we’re uniquely positioned to use our skills to make the world a better place. We can use marketing to create awareness and educate people on essential issues, including poverty, climate change, and social justice. We can also use marketing to encourage people to take action and support the causes they believe in, which include tree planting, humanitarian services and human rights activism.
An example is the Newyork City’s Climate Clock Campaign on World Earth Day in 2022. This campaign encourages support for communities experiencing climate-related challenges while highlighting the next steps for governments and stakeholders to #ActInTime for the climate crisis.
Another example is Wherefrom’s ‘Stop The Wash Campaign,‘ targeted at big corporations known for their greenwashing.
There are many ways that marketing has influenced society and the world around us, but one of the best ways to achieve this is to create a better community for everyone. Looking at the marketed products, you will see that many different products are designed with the customer in mind. This is the best way to create a better society and improve the world around you.
Using social marketing, the company can create a better world where people can live in harmony with each other and nature. Marketing can create a better world by informing people about social issues; our job as marketers is to ensure people know about them.
Conclusion
Marketing is a powerful tool to create positive social change. We can influence product creation and consumer behaviour through marketing to meet our society’s needs. At PANDORA, we use customer insights to inform our strategies in counselling organisational leaders about their product offers, promoting environmentally friendly products and services, and creating a better world!
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