Responsibility, values, and inclusion.
Let's take a look at some of those actions:
- Responsibility: In marketing, responsibility pertains to protecting the privacy of the consumer and delivering them a premium experience. A few ways companies can improve in this area include being honest with the consumer about how data is collected and putting brand safety first.
The author recommends:
"Start by actively reviewing your practices on privacy and data collection but also know the platform's policies on where your ads will be placed. Being a responsible marketer also means prioritizing brand safety and choosing wisely where you place your ads as well as ensuring you're producing accessible marketing."
- Values: Instilling values in a brand allows people with similar beliefs to relate, bringing like-minded consumers together to create a brand experience. Values also generate brand loyalty, which is beneficial to a company because it increases sales. Often these customers will continue to buy products from a business they are loyal to.
Marketers can build brand values by considering the differing beliefs of a consumer base in relation to ethnicities, generations, and sexual orientations.
- Inclusion: This refers to non-stereotypical marketing, ensuring everyone is treated equally regardless of their background and establishing a strong bond with consumers. When a company does these things, brand loyalty develops because customers feel welcomed.
As the author puts it:
"A responsible, values-based, and inclusive approach to marketing isn't just about targeting niche segments, providing product value or policy compliance. It's about building genuine relationships with people that celebrate diversity and a wide range of human experiences. Intentional inclusion with purpose woven throughout the brand experience conjures up feelings of acceptance, contentment, confidence, certainty, hope, and safety which precipitates loyalty -- a leading indicator of future business growth."
To see each of the five actions for every marketing segment and to check out the Marketing With Purpose Playbook, be sure to visit the original article!