Social responsibility and ethics have earned their place on the marketing agenda. They’re fast becoming consumers’ top consideration when looking into a new brand to shop with. In fact, according to a national study conducted by Australian social research group McCrindle, consumers are more likely to purchase a product from a brand that supports a social or ethical cause. The report found that 8 in 10 shoppers would purchase from a brand that supports someone in need, or a charity, versus a brand that does not.
As expectations rise, brands need to be open and honest with today’s savvy shoppers.
Responsible marketing is increasingly vital for modern brands looking to retain customers, increase lifetime value, and create unforgettable brand recognition. Your brand, products, and services have an impact on your users. It’s your job to ensure that it’s a positive one.
What does responsible marketing mean?
Customer-centric marketing has been a theme amongst marketing strategies for several years. Responsible marketing is an approach that ensures you’re not only meeting customers’ needs but also having a positive impact on them and the community you’re both a part of.
It’s about building trust, and there are several ways brands can do this.
Data stewardship
The COVID pandemic has caused shoppers to flock online. It’s been an unprecedented opportunity for ecommerce brands, but it has not been without its challenges. One of the biggest and hardest to overcome is the growing importance of a brands’ handling of customers’ data and privacy.
A customer-centric marketing approach requires you to use data to personalise the customers’ journey. Nothing breeds loyalty and increases lifetime value like a personalised experience, where a brand demonstrates its knowledge and understanding of the customer’s needs.
But at the same time, changing regulations and compliance rules have made customers more aware of the way brands handle their data. You must work harder to earn shoppers’ trust.
An in-depth study conducted by Retail Doctor Group revealed that Australians are concerned about their privacy, and how their personal information is collected and used when shopping online. According to the study, 81 percent of Australian consumers are concerned about their data.
Data breaches, unsolicited marketing, and lack of personalisation are just some of the ways consumer trust can be irrevocably damaged. Businesses that operate responsibly, showing care and respect for customers’ data will win big in the long run.
Being open, honest, and transparent when collecting customer data is essential. When acquiring new customers and collecting their data you need to ensure subscribers are fully informed and know what you plan to do with their data.
Customers are willing to share their data with you if you’re using it to enhance their experience. They will trust you to use their data in ways that are beneficial for them.
Ethical marketing
As well as how you use and protect their data, customers are thinking more and more often about the impact businesses have on society.
Brands who have responsible practices and demonstrate their commitment to improving social and economic crises can form strong connections with customers. Shoppers today are more attuned to brands’ business practices.
Knowing that their favourite brands support causes, charities, and movements close to their hearts will create a more loyal customer base. They will often choose to shop with a company that often and openly supports charities, even if it means paying more for products or services.
A great example of a purpose-driven brand is Flora & Fauna. The company is very vocal and up-front about the causes they support and their purpose and values: “Our purpose is to help everyone make better choices. We want the world to be a kinder and healthier place and we want to be part of the solution, not part of the problem. We’re here to drive change.”
Sustainable marketing
It’s not just charities that are important to the modern consumer. Sustainability is on the agenda for marketers and customers alike. In fact, it’s on the agenda of most governments and organisations around the world.
Brands committed to protecting the environment will reap the benefits with their customers. But, as with data stewardship and supporting charities, it’s not as simple as checking a couple of boxes. To become a fully sustainable brand, you need to consider the impact of everything you do.
That means, as well as thinking about the impact of products and packaging you should be considering how your marketing can be sustainable. Is your automation platform sustainable? Do you choose environmentally friendly travel options when organising and attending events?
Consumers can often overlook these considerations. Committing your business to meet these requirements, you’ll be proving that you’re doing more than simply checking a tick box.
Earlier this year, we announced that dotdigital had become a carbon neutral company, making us the first and only carbon neutral, ISO 14001 certified marketing automation platform. It was a proud moment to see our efforts towards becoming a greener, more environmentally friendly business come to fruition!
How to be a responsible marketer
Responsible marketing is a commitment to improving your brand for the better. Grounded on the idea of putting customers at the centre of everything you do, responsible marketing is emerging as a necessity for businesses that want to build stronger, more profitable relationships with customers.
But how do you become a responsible marketer?
Responsible marketing is about building trust, so the first thing you need to do is rid your mind of any thoughts of just box-checking. The only way you can reap the rewards of responsible marketing is to be fully committed.
Customers are aware of brands ‘greenwashing’ and not investing entirely in the principles they profess to stand for. Sustainability, social causes, and data breaches; thanks to the advent of social media customers are more connected and exposed to events around the world. Their trust is hard to earn. Saying you support Black Lives Matter or will protect their data is not enough, you have to prove it with your actions.
By Aparna Gray, Head of Marketing, APAC – dotdigital
It’s never too early to be thinking about marketing during the festive period. The holidays offer amazing opportunities to get creative with your marketing.
That’s why we’ve teamed up with dotdigital, and gathered retail experts on how to maximise your sales with omnichannel engagement! Join us on Wednesday, 11 August for 10 tips on hacking your omnichannel marketing strategy, and real insights from our experts on their successes with holiday marketing.
