Targeted marketing allows brands to be trusted and welcomed into people’s lives. In this article, the global multicultural and inclusive marketer at Microsoft Advertising Mr. J. DePalma [pictured below] actions the three basic elements of marketing with a purpose.
In today’s world, every other headline is a bombardment for the senses: social unrest, climate justice, global pandemic, cancellation culture, fake news and erosion of data privacy – not to mention the myriad of ‘opinions on how to navigate these issues. As a result, there is an acceleration of the transformation occurring in industries, businesses and consumer behavior. There is a change in mindset where people are turning more and more to brands solve social problems, and buying from brands that stand for something bigger than their products, but that are aligned with customer values. As marketers, we ask ourselves: what is our role at the intersection of principle, profit and purpose, and can we contribute to our collective better future?
The answer is yes. We call it Marketing with objective.
Marketing with Purpose is all about building a brand that is welcomed into people’s lives by gaining their trust and respecting their values. It starts with respecting their right to privacy, transparency and designing fair experiences. Trust turns into love by demonstrating brand values throughout the customer experience and expressing them through marketing and advertising to give people opportunities to connect and find shared meaning in values. shared. Love of the brand leads to loyalty when someone experiences authenticity and personalized inclusion, and as a result, they feel that “this brand is for someone like me”. It’s marketing with a purpose, and it’s described in our detailed playbook.
The strategy is based on several research studies from Microsoft Advertising and is supported by various third-party studies. The result is an actionable guide to building a trusted brand, which means being true to your brand values and including more people, for a responsible marketer. You can also participate in the Marketing with objective course to help understand how to accelerate growth by building a more trusted brand and you can earn a badge to show that you are a marketing champion with a purpose.
Here are the three basic elements of goal marketing:
1. Responsibility. The role of accountability in marketing covers – in part – confidentiality, transparency and accessible marketing. It’s about being good customer experience stewards.
Trust is not static, but can be built dynamically by being a good customer experience manager. Companies must constantly earn people’s trust by taking responsibility and being transparent in data collection; responsible marketing plays an essential role. Start by actively reviewing your privacy and data collection practices, but also be aware of the platform’s policies regarding the placement of your ads. Being a responsible marketer also means ensuring brand safety and choosing wisely where you place your ads, as well as ensuring that you are producing accessible marketing materials.
Five quick actions to get started on the path to more responsible marketing:
- Get the “Six Best Ways to Be Accountable”.
- Review the top five ways people think it’s worth sharing their personal data, and what concerns them most, to optimize your brand experience.
- See the “Ad Platform Requirements Checklist”.
- See the “Privacy Compliance Checklist for Marketers”.
- Review the entire accessible marketing section.
2. Values. The role of values in marketing relies first on brand values, allowing people with shared values to find shared meaning in the brand experience.
Values are intrinsically embedded in building trust, and trust in the brand leads to love and brand loyalty, which helps boost purchasing consideration for a brand. These three elements are closely related: the correlation between trust and love of the brand is 76%, and the correlation between love of the brand and loyalty is 55%. People want to spend with brands that share values and that embody what they believe in. Understand that your brand’s purpose and values build trust and genuine connections with people to unlock business opportunities.
Five quick actions to generate value with values:
- Learn about ethical advertising because 3 times more important for business confidence than competence. Review the ethical advertising checklist.
- Review the main brand attributes related to shared values to build trust in the brand.
- Review your mission as a business and authentically position your products, services or experiences according to your purpose and values. This is the key to authenticity.
- Review snapshots of diverse audience values across ethnicities, sexual orientation, and generations.
- See sustainability as a value and explore how advertising platforms can deliver marketing opportunities with goals with their supplier partners.
3. Inclusion. The role of inclusion in marketing is to express an inclusive perspective on the bottom line of any business; it is a modern marketing imperative.
Inclusive marketing means taking into account several dimensions of diversity to create a culturally accurate representation in your advertising, not stereotypes. A brand that considers inclusion in advertising strives to provide authentic connection, is open-minded, and conveys fairness. This is your opportunity to form more meaningful relationships with people and to show in advertising that you value them. There is clear information within marketing with a goal to help activate that cornerstone of trust. When people feel included, joy and trust ensue, which leads to brand love, loyalty and an increase in purchase intention. In addition, inclusive advertising increases the purchase intention of 23 points.
Five quick actions to create inclusive advertising:
- Review the inclusive marketing activation model – the “What You Market to, Who You Market to, How You Market” approach to design campaigns that are relevant to your brand.
- Check out the inclusive product marketing checklist.
- Learn how to develop an inclusive keyword strategy for search engine optimization (SEO), search engine marketing (SEM), content marketing, and more.
- Learn how to apply the three metaphors for inclusion in advertising images: connections, openness, balance.
- Learn how to use Microsoft Bing to quickly analyze your site’s image representation and determine if it represents the audiences you are marketing to.
A responsible, values-based and inclusive marketing approach is not just about targeting niche segments, delivering product value, or adhering to policies. It’s about building authentic relationships with people who celebrate diversity and a wide range of human experiences. Intentional inclusion with purpose woven throughout the brand experience evokes feelings of acceptance, contentment, trust, certainty, hope and security, which precipitates loyalty – a leading indicator of future growth of the company.
Explore the marketing guide with purpose to help you authentically connect your marketing to build a more trusted brand. It is the guide to building trust, love and loyalty, while ensuring the sustainability of a business in these times of transformation. Marketing with Purpose Marketers seek to find the intersection of purpose, profit, and principle to contribute to our collective better future.
The marketing course with a goal
The Marketing with Goal course can help you accelerate your growth by building a more trusted brand. The course describes the marketing actions to be undertaken through the fundamental elements of trust: responsibility, values and inclusion. Visit the Microsoft Advertising Learning Lab to learn more about marketing with purpose and to complete the course today.
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