As it affirms the blog “pixel creativo”, the discipline of marketing has its aim on maintaining the clients of an specific product or service by satisfying their necessities, and that is why it is continuously analyzing the market and consumers’ behavior. During 1950, the professor Neil Bourden from, the business school of Harvard, redefined the position of the Marketing boss, developing what it is called “Marketing Mix”, with the aim of concreting determined objectives and establishing closer relation with clients. Read More »
It is understood that social marketing has the power to affect our behavior and thoughts through different adverting techniques, for instance, which often have a visual impact on people. Most times it is used to promote marketing goods or ideas that enhance the image of a certain company and has the ability to “play with our heads” – in the good and in the bad. However, some consider social marketing to do little to achieve noncommercial goals, but this is a dangerous oversimplification and underestimation of the influence of social marketing. “In an age of climate change, environmental destruction, natural resource shortages, fast population growth, hunger and poverty, as well as insufficient social services, what contributions might marketing make?” (Serrat, 2010)
To begin with, I want to illustrate how the word “social” in particular is crucial here and why it has to do both with the way of marketing needed and climate change itself. First of all it can be considered a social problem because it affects almost everyone (for instance global warming) whether in varying intensity. There are many people suffering of pollution and environmental damages in many different ways. Furthermore “social sciences hold the key to the solution of the severe environmental problems” because “humans have come to dominate earth systems thanks to the power of social cooperation.”(Laurent)
Finally social problems and environmental problems depend on each other or rather are interdependent.
Contrary to Mancur Olson’s “logic of collective action” the environment can be much better protected by a larger heterogeneous group of people than by some individual persons. (cf. pg 10). Therefore we need a demand in society for environmental protection. Besides we need a strong society for rescuing the people after “natural disasters”.
Now, from an other point of view, a social problem often needs solution strategies of a social nature, therefore that is a good moment for marketing to step in; the atmophere where it operates is mainly collective and affiliates a lot of people, this way the message is more efficiently conveyed. As mentioned, social marketing “is no longer a mere function used to increase business profits” but more like a social process – “composed of human behavior patterns concerned with exchange of resources or values” – as well as “organizing the creation, communication, and delivery of products and services to meet their desires as well as the needs of society, and solve serious social problems”. (Serrat,2010) This being said, communication and marketing interventions show to have considerable potential to promote important population behavior change objectives by providing potential target audiences with programs that contain the attributes of effective climate change messages.
Good examples about raising awareness about climate change and enhancing behavioral change in people through social marketing are for example campaigns with social or environmental objectives, undertaken by government or non-governmental organizations. (WWP)
“Tackling climate change will require a huge shift in mindset and a willingness among the public to make lifestyle changes. Effective communication will be essential. WPP is participating in Shaping the Message on Climate Change, an initiative of the UN and International Advertising Association, to improve communication on climate change and ensure a successful outcome at the Copenhagen Climate Conference in December 2009.”
What are then the components of a good campaign about climate change? First of all, it is good to be aware that “the effectiveness of social marketing rests on the demonstration of direct impact on behavior; it is this feature that sets social marketing distinctly apart from communication or awareness-raising approaches (where the main focus is on highlighting information and helping people understand it)”. Then, most consumers are looking to business to take greater action on climate change, and expect greater competition in the next few years around this issue. They prefer easier choices and more help differentiating environmentally sound products from others. Certain sectors, such as investment, transport and oil, face more scrutiny than others because environmental objectives are perceived to be fundamentally at odds with their way of operating. (Downing and Ballantyne)
” Effective communication on climate change which is capable of motivating changes in consumer behaviour (rather than simply raising awareness further) will depend upon: the relevance of climate change to consumers’ lives and the relationship to their consumption behaviours being made clear; targeting strategies which take account of differences amongst key consumer segments; and developing a message which motivates rather than overwhelms consumers whilst avoiding any perceptions of `greenwashing´.” (Peattie and Pontings, 2009)
Laurent, É (September, 2013) “Inequality as pollution, pollution as inequality”,OFCE/Sciences Po-Paris, Standfor University, Harvard University, retrieved from: https://ces.fas.harvard.edu/files/events/20130918_VS_Laurent_InequalityAsPollution.pdf
Peattie, K, Peattie, S and Ponting, C,(2009) “Climate change: a social and a commercial marketing communications challenge”, EuroMed Journal of Business, Vol. 4, retrieved from: http://www.emeraldinsight.com/doi/abs/10.1108/14502190910992693
Downing, P and Ballantyne, J (2007) “Social Marketing & Climate Change: Tipping Point or Turning Point?”, Ipsos Mori-Social Research Institute, retrieved from: https://www.ipsos-mori.com/DownloadPublication/1174_sri_tipping_point_or_turning_point_climate_change.pdf
Serrat, O, (January, 2010) “Knowledge Solution”, Asian Development Bank, retrieved from: http://www.adb.org/sites/default/files/publication/27593/future-social-marketing.pdf
WWP Corporate Responsability Report 2008/2009, retrieved from: https://www.wpp.com/corporateresponsibilityreports/2008/downloads/wpp_csr_2008-09_complete.pdf
Even if the term “Marketing Mix” first appeared in the 1960s, this concept created by McCarthy is not famous at all. Many people may have heard of it, but perhaps they are not sure about what does “Marketing Mix” mean or whats does this idea involve. Basically, it means a new way regarding the marketing, that focuses in 4 main features. So as to define the concept and define some basic steps regarding the topic, one main source has been used, the blog of Roberto Espinosa, and it has been completed with another sources, such as MindTools webpage. Read More »
For a very long time, English has been considered a language that connects people from all over the world. This language connection between the world’s habitants happened a long time ago. The British governed different areas of the world. Therefore, they set the beginnings of English language and culture in those regions. As a consequence, British people established an “international” language although they had not intended to do that (Jyothi, 2012). Nowadays, it is one of the most spoken throughout all over the world.Read More »
Publicity is one of the most important things of the enterprises, because is the way they have got to sell their products. Wherever the human being is there will be advertisements in there. If you are walking down the street probably you can see a lot of publicity in the walls, in the bars or in the shops. And of course the bigger is the city there are more advertisements in it. Could you imagine New York City without publicity? It is impossible to our minds. We are so used to publicity that we do not even realize when it is in front of us, trying to sell us something.Read More »
The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time”. In other words, so as to be understood by every reader, it means integrating all the promotional tools, so that they work together in harmony. Integrated Marketing Communication (IMC) appeared for the first time at the end of the 20th century as a consequence of practitioner activities during the last decade.
“Consistency is key in making sure that consumers understand your marketing message which leads to a great result and return on your investment. The Integrated marketing helps by optimizing the spend whether online or offline and putting the right number of dollars towards the most effective approach”(L. Lake, n.d.)
“Only those who are asleep make no mistakes.” (Kamprad, Founder of IKEA)
IKEA is one of the most famous enterprises in the world. It is a multinational group of companies that designs and sells ready to assemble furniture, appliance, small motor vehicles and home accessories. It is the largest furniture retailer in the world. It was founded in Sweden by Ingvar Kamprad, who could make some mistakes but he built an empire. Nevertheless, how is all this success possible?
The Cambridge’s dictionary defines ‘strategy’ as a detailed plan for achieving success in situations such as war, politics, business, industry, or sport. In this case, the definition needs to be applied to the business field and the Coca-Cola Company more specifically.
In this second blog post, the powerful and good example of Coca Cola Company will be presented and deeply analyzed in order to see how a good strategy can change a company. This will be based on the book written by David Butler: Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too)Read More »
As big brands own an important amount of money to invest in publicity services, it is difficult for small businesses to compete against them. However, Victoria Kreyger states that the key to success is not having large amounts of money, but to create a strong connection between the customer and the brand, for example sharing great stories with them. Online advertising and social sharing are a fact in the Internet Era, therefore, small businesses do have an opportunity to win the battle of attracting customer’s attention, even with a shorter budget. In today’s post, many relevant ideas are given on how to achieve success in marketing campaigns, also the three most effective marketing campaigns in 2014 are analyzed.Read More »