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How to create purpose-driven marketing

How to create purpose-driven marketing

By Gemma Manning 

In our ever-increasing embrace of technology, what does the future of marketing and brand development look like? CEOs need to rethink their strategies and ensure that their digital platforms are key touch points for brand promotion and customer engagement.

First, why go digital?

Across every industry, digital platforms continue to grow as a key communication and customer-engagement channel. Digital platforms are now the preferred channels for customers to assess a company’s brand value, to research product and service offerings, and to access offers, promotions and specials.

According to the 2016 Sensis report, 87% of Australians access the internet daily, with half of the Australian population using social media at least once a day. The most popular social media platforms today are Facebook (95%), Instagram (31%) and LinkedIn (24%). Yet despite strong consumer usage of social media and digital engagement platforms, many businesses are lagging behind in their digital marketing and profiling.

The challenge

With an overwhelming amount of noise on our digital networks today, it’s an ongoing challenge for CEOs to select the right digital platforms, and to reach their target audiences via these platforms. Here are my 3 top tips for overcoming this challenge.

1. Carve out a distinct digital profile

When researching a business online, the first thing customers look for is a simple, straightforward and easy-to-navigate website. For most customers, a website is a sign that they are dealing with a legitimate business. However, relying upon a website to do the selling for you will not help you to distinguish yourself in the market.

2. Drive sustainable change grounded in core business values

To differentiate your business in a world of digital white noise, design a marketing campaign that’s aligned with the long-term goals of your organisation, with the right people on board to drive sustainable change. Ensure that your digital marketing strategies reflect the core values of your business, and encourage your people to live and breathe these values.

3. Place people and relationships at the heart of purpose-driven marketing

Purpose-driven marketing relies upon having the right people and strong relationships to facilitate it. Technology has an important role to play – but without authentic, motivated and highly engaged employees to sell ideas across digital platforms, even the best marketing strategies will fall flat.

Digital platforms are enablers for better communication between people – but they aren’t solutions in themselves. Today’s consumers want to connect meaningfully with brands. They want to place trust in your people and what they represent – that is, the core values that your business stands for. Recruiting people who believe passionately in your brand essence and core values is a sure-fire way to build a culture of purpose-driven marketing.

Read the full article in The CEO Magazine.

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