Are you promoting your Corporate Social Responsibility program?

Posted by Ambal Balakrishnan February 17th 10

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" Sarah Mitchell is the owner of Global Copywriting, based in Western Australia. She specializes in Content Marketing for B2B companies.

Sarah Mitchell

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“With the economy still raw, companies have an obligation to more than profit margins.”

Sarah Mitchell's Marketing Prediction for 2010

The Global Financial Crisis (GFC) continues to drive consumer behaviour in 2010. Content marketing will gain mindshare with businesses because a tight economy means considered purchasing decisions are the norm. The sales cycle will lengthen and consumers will continue to expect value for money. An emerging trend is the insistence from the public sector on purchasing from good corporate citizens. With the economy still raw, companies have an obligation to more than profit margins. Business must not underestimate the contained anger developed from widespread corporate malfeasance. People will buy with their conscience.

Sarah Mitchell's Marketing Action for 2010
In 2010, attracting and educating prospects using non-traditional methods makes the most sense. Building a strong online identity is the first step for any marketing team. Incorporating an engaging social media campaign, developing original content and ensuring the search engines can find your business is paramount to success. Importantly, marketing teams must promote a Corporate Social Responsibility (CSR) program honestly reflecting the desire of the organisation to contribute to community-based programs. Promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. Consumers are demanding community involvement from business and marketing must deliver.

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5 Comments

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For your readers' interest, there are various Standards that can assist with the design and implementation of a Corporate Social Responsibility programme...

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Jcbrown said:

Well it goes both ways. I do agree that the strategy of being a good citizen company will work with quite a large cross section of people. But unfortunately we do have to advertise too. There is that small section called children who are so drawn to and influenced by advertisements. Any small child is testament to this. And even though there is great deal to be said about giving back to society, visibility of a different sort, is also important.email marketing software

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