Marketing for Good
A successful marketing campaign can yield positive financial outcomes for a company, but marketing can be about more than just capturing competitive advantage and increasing profits. Have you ever encountered a marketing campaign that inspired you to action or change your feelings or opinions about a particular topic or issue? Sometimes organizations utilize marketing to pursue goals that go beyond making money and instead leverage the popularity of brands and reputations of organizations to promote particular causes or contribute to the betterment of society. In this Discussion, you will consider a marketing initiative from a company that created a positive social change impact.
To prepare for this Discussion:
- Consider a social-change-focused marketing initiative from a company that promoted diversity and/or inclusion.
Post a summary of the benefits of a social-change-focused marketing campaign that promoted diversity and/or inclusion, to include the following:
- Describe the company and its marketing initiative that promoted diversity and/or inclusion.
- Summarize the impact of that marketing effort. Be sure to include what the effort would, could, or did accomplish for the company.
- Summarize the positive social change impact a company can have by promoting these ideas through its marketing efforts. Be sure to include at least one example.
Marketing for Competitiveness
Week 10 Learning Resources
Market Segmentation
Identifying subgroups within the target audience in order to deliver more tailored messaging for stronger connections is a critical marketing strategy. The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education. Through these resources, you will consider market segmentation and subgroups.
· Erhart, A. (2019, October 29). How to identify target market: Target market examples Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=LeIePgFDAQI
· Hurree. (2020, March 25). Introducing niche and micro-market targeting Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=8ylNtv4Y6Xc
· Square. (2021, February 12). How to define your target audience: Digital marketing for small business [class 2] Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=CoBc9tNtVDQ
· Thomas, S. R. (2020, June 23). 4 types of market segmentation with real-world examplesLinks to an external site. . Yieldify . https://www.yieldify.com/blog/types-of-market-segmentation/
Diversity and Inclusion in Marketing
Note: The following resources on diversity and inclusion in marketing were provided in Week 9. Review them as needed to complete this week’s assigned activities.
· The Business Professor. (2021, February 9). Cultural factors impact marketing Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=_1_d5-AGq0Q
· Gynn, A. (2020, June 5). How to do diverse and inclusive content marketing that matters Links to an external site. . Content Marketing Institute. https://contentmarketinginstitute.com/2020/06/diverse-inclusive-content-marketing/
· Lumen Learning. (n.d.). Reading: Cultural factors shaping the global marketing environmentLinks to an external site. . In Principles of marketing . https://courses.lumenlearning.com/vccs-mkt100-17fa/chapter/reading-cultural-factors-shaping-the-global-marketing-environment/
· sociallink. (2020, September 19). Diversity and inclusion in marketing Links to an external site. . https://www.sociallink.com/blog/diversity-inclusion-marketing-agency
· Zalis, S. (2019, November). Inclusive ads are affecting consumer behavior, according to new research Links to an external site. . Think With Google. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/
Marketing for Social Change
The chief errand of “social marketing” is to use traditional marketing tactics and approaches to improve the lives of others and the environment in which they live and operate (often through behavioral change). For example, you may have encountered anti-smoking campaigns or marketing campaigns encouraging people not to litter or pollute the environment. Although this type of marketing is focused on “the good” and typically results in positive outcomes for a company, there can always be a downside, and marketers need to consider any risks involved with launching a campaign focused on a social cause. Through these resources, you will explore how marketing can be used for good.
· Adhikary, P. (2019, September 3). Marketing for good: Tugging at the head and the heart Links to an external site. . Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2019/09/03/marketing-for-good-tugging-at-the-head-and-the-heart/?sh=6bd571b55c53
· Carmichael, K. (2020, July 1). 10 cause-related marketing campaign examples that inspire usLinks to an external site. . HubSpot . https://blog.hubspot.com/agency/5-tips-to-boost-your-next-cause-marketing-campaigns-reach
· Goodwill, B. (2020, January 8). Cause marketing pros & consLinks to an external site. . Broadcast Café Newsletter . https://www.psaresearch.com/cause-marketing-pros-cons/
· Rodriguez Vilá, O., & Bharadwaj, S. (2017, September 1). Competing on social purpose . Harvard Business Review , 95 (5), 94–101.
· SproutSocial. (n.d.). #BrandsGetReal: Brands creating change in the conscious consumer eraLinks to an external site. . Sprout Blog . https://sproutsocial.com/insights/data/brands-creating-change/