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“Great responsibility comes with great power.”
This told Uncle Ben 1962 Peter Parker (also known as Spiderman).
Let us twist the sentence for our industry: “Great marketing comes with great responsibility.”
This is the message that Lola Bakare sends responsibly marketing in her 2024 book: How to create an authentic and integrative marketing strategy.
Recently she took part in a live with CMI interview on responsible marketing. Look at the highlights below or read some findings from your book (a must) and the discussion.
https://www.youtube.com/watch?v=0lvturkw5co
What is responsible marketing?
Lola says she used the words “responsible marketing” to remove the printing of marketers. She explains why Patagonia starts Patagonia with the well-known brand brand outdoor clothing. The brand has a reputation to get involved in the environment. It even promises 1% of sales to environmental causes. And yet it does not use the word “sustainably” to describe its brand mission.
Vincent Stanley, director of philosophy at Patagonia, explained this deliberate decision in an interview with Yale Insights, to which Lola refers in her book:
“The popular term for companies with ecological and social ambitions is sustainable. We do not believe that we make a lot of sustainable in Patagonia. That is why we use the expression “responsible company”. We improve our practices so that we can create the slightest pollution and use the slight amount of resources to create a product. That reduces the damage. ”
Lola says that the Patagonia founder Yvon Chouinard explains it as follows: “With what I have, with the conditions in which we are, I can only try to be as responsible as possible.”
But it is more than that. Lola is committed to responsible marketing because it simplifies the conversation (and with a buy-in and other support)-etwas, which is now more needed than ever.
It enables marketing, inclusive marketing, marketing, conscious marketing, multicultural marketing, marketing for social effects, ethical marketing, diversity marketing, sustainable marketing and cultural marketing, she explains.
Responsible marketing also works for the business side. “If it is done correctly, responsible marketing drives sustainable business growth. It is a powerful memory that it does not exclude each other, but does not exclude each other, but is quite nicely connected, ”writes Lola.
“By optimizing relevance, intent and precision, the responsible marketing invites us to say” RIP “about an unnecessary confusion that slows down, hold back to us and suddenly mean the worldwide changing work susceptible to critics and in other ways . “
Do not start with requirements
Responsible marketing does not begin with Ultimaten about what should be done, or complaints about what is not done correctly, says Lola.
She tells of a recent conversation at her book start event. A man in his early until mid -20 asked her when he had his say and shared his ideas about all the wrong things the company did. She recognized his frustration (and how he reminded her of himself at this age), she shared some advice that she could surprise.
“You don't do it that way,” she told him. “They control what you can control. You stay on your trail.
“Get to know people, ask them questions and let them see them as a curious young man. And then I guarantee that you will soon be invited to the table and asked for your opinion. “
But as soon as they are at the table, they still don't make any demands, says Lola. They support and implement a responsible marketing strategy.
What is the responsible marketing frame?
In 2023, the World Federation of Adverticers interviewed CMOS and conductive global marketers from 38 companies. 88 percent stated that they had a responsible marketing framework, and 87% stated that these framework conditions are increasingly important for their long-term operations.
Lola dedicates the first part of her book to distillation of a framework for responsible marketing, which is reflected in the chapter titles:
- Make it authentic: brand -relevant social effects
- Make it known: Reputation Impact
- Count it: commercial effects
Every component leads to the next. A brand with social relevance gains a call for the good, which is then converted into a financial result.
Lola calls it three times the top line swing. Each block has five important performance indicators. When one or more of the KPIs are reached, the next block is unlocked, which creates a continuous cycle of renewable effects.
Compassed social impact kpis:
- Promotion of diversity
- Enable inclusion
- Advantages of equity
- Belonging
- Support of sustainability
Reputation Impact KPIS include:
- Reinforcement of the brand identity
- Deliver positive media
- Increasing proportion of the voice
- Generate word of mouth (net promoter number)
- Improvement of brand health/voice results
Commercial effects include KPIs:
- Drive sales
- Acquire new customers/users
- Keep customers/users
- Maximizing the components/frequency
- Investors put on
It is worth emphasizing that you only have to reach one KPI in a category to drive your brand into the next stage. For example, if your brand marketing cultivates an online community in which members belong (social effects), it can increase your share of voice (reputation impact) and then maintain customers (commercial effects). If the flywheel is now fully committed, you can see ongoing contributions and advantages in all categories of effects.
Lola writes: “Top-line thinking comes together because when you solve a problem, you create brand preferences, and that makes the reputation effect in commercial effects.”
Use your superpowers
“Nobody has more power to show people what is really going on,” says Lola. “Which win-win wincles will find out where you not only create financial value for your company, but also actually double because you are the ultimate what every marketer knows is the cheat code for external success. emotional connection. “
In order to help in her process, Lola offers books and authors (I have connected with her books and individual LinkedIn sites) who helped as a marketing lawyer in their development as a marketer and their thinking:
“Let us get up, especially those of us who have these really funny jobs in which we have so much control over what people see, consume and hear. If we want to shape the culture, let them shape it in a way that we all comprise, ”says Lola.
And so you can use your responsible marketing force for the well -being of your company and the world.
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Hand injured content:
Cover picture by Joseph Kalinowski/Content Marketing Institute
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