The Brave New World of Digital Marketing
The advent of the digital age has irrevocably altered the way people interact and do business in the 21st century. The competitive world of marketing has not been immune to these changes.
A relatively new field of expertise, digital marketing involves the use of online platforms and technologies, especially smartphones and desktop computers, to promote products and services in the ever-expanding global marketplace.
In this blog, readers can find numerous informative posts on a host of topics related to this exciting new field, from useful social media marketing tools to smart search engine optimisation (SEO) techniques.
Why E-Mail Marketing Works
3 Dec 2020
E-mail marketing is an essential consideration for any brand. Potential customers have to specifically opt-in to an autoresponder to confirm they wish to receive e-mails. So, they must already be interested in the product or service the business is promoting. This can make a sales conversion much more straightforward.
Recommended SEO Techniques
30 Oct 2020
Digital marketing greatly depends on SEO techniques for maximum traffic and conversions. The recommended tips include ensuring your site provides a great user experience, that it is optimised for voice search and mobile-first, and has in-depth content using well-researched keywords. The world of SEO is continually evolving, and you need to stay ahead.
Online marketing in the age of Social Responsibility
20 Oct 2020
Pre-2000 marketing campaigns were full of false advertising. They were rife with superlative statements intended to grab the attention of consumers.
These commercials used unethical methods and would trick people into believing falsehoods. For instance, cigarette commercials would quote 'doctors' on the health benefits of smoking. Additionally, they would often use images of children in their campaigns.
Today marketing has taken a u-turn. Transparent and honest advertising is recognised as far more productive. Furthermore, companies are taking a social responsibility approach.
Alongside this, regulations set out to protect people's health have also helped shape the advertising world. Instead of "Gee mommy!" slogans, you'll now find the honest 'Smoking Kills' statement.
Today we take a closer look at how online marketing has evolved since the concept of social responsibility took hold. We'll also share some examples of how some businesses are so successful at this it's made them famous for it.
How Social Responsibility Marketing Works
To be socially responsible as a company means to use ethical behaviours towards society. To achieve this, many businesses create value-based branding.
For instance, they’ll stay true to and promote an eco-friendly way of working. Many companies have taken this approach in recent years by switching to paper over plastic, while encouraging you to do the same.
Consumers nowadays consider the value of their purchase beyond the cost. They actively seek to buy from brands that reflect beliefs similar to their own. Therefore, this strategy doesn't just help society but is also profitable for the business.
Social responsibility sits hand in hand with the regulations that marketers must follow by law. For example, online casinos can't promote gambling in any way to minors or claim that it's profitable.
By avoiding these areas, operators stay within responsible gambling regulations and protect the vulnerable. Find out more about responsible gambling here.
Examples of Effective Social Responsibility in Marketing
Many companies from around the globe have built a socially responsible brand and excelled because of it. They've not only made a considerable amount of profit since launching, but also changed the world for the better.
TOMS 'One for One'
The company pledges they'll donate a pair of shoes to a child in need for every pair you buy. Sales went through the roof and still 14 years later, business is still booming. TOMS is seen as an elite socially conscious business that ties its product directly to a charitable cause.
McDonald's
In comparison, mega-companies such as McDonald's have also set responsible goals. Instead of tying their products to charity, it has changed its business model more subtly.
As a result of social responsibility, the company doesn't directly advertise to under 12s. It also now promotes exercise to tackle obesity and displays nutritional information. On the menu are also low-calorie alternatives.
To Conclude
There are a variety of ways in which a company can reflect responsibility. Online marketing campaigns are the ideal platform to share brand values, links to charity and conscious efforts to improve society.
Thankfully gone are the days of false advertising and here to stay are honest regulated campaigns. In the long run, this method manifests customer satisfaction, trust and loyalty.
Digital Marketing Trends
17 Sep 2020
When it comes to digital marketing, businesses cannot afford to fall behind with technological advances. Here are some of the latest trends emerging now: Artificial Intelligence (AI), chatbots, personalisation, influencer marketing and visual search. AI is particularly crucial as it can analyse search patterns and consumer behaviour.