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From Brands To Communities - Understanding The Wiki-ization of Marketing

From Brands To Communities - Understanding The Wiki-ization of Marketing | Marketing Revolution | Scoop.it

As social media changes web marketint needw to inspire the kind of commitment, support and contribution made popular by Wiki-pedia. Market, create and communicate MOVEMENTS not simply SALES. Create and curate online community. Understand the Wiki-ization of Marketing.

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Sébastien Carensac's curator insight, August 19, 5:26 AM

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Martin (Marty) Smith's curator insight, August 19, 6:11 PM

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Red Bull Branding 2: Friends of Friends Marketing via Curatti

Red Bull Branding 2: Friends of Friends Marketing via Curatti | Marketing Revolution | Scoop.it
Red Bull Branding shared how we are all media companies now. Red Bull Branding 2 is about how to build online community via Friends of Friends. Marketing.
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Think the core of the book we are going to write / edit is in this post - Marty

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Consumers Prefer Brands Associated With Good Causes (Cone Study)

Consumers Prefer Brands Associated With Good Causes (Cone Study) | Marketing Revolution | Scoop.it

If offered comparable price and quality, 91% of consumers worldwide would switch brands to one associated with a good cause, according to a recent study by Cone Communications and Echo.

 

Similarly, 92% of consumers surveyed said they would buy a product with a social or environmental benefit if given the opportunity, and more than two-thirds (67%) said they have done so in the previous 12 months.

 

Moreover, 90% of people surveyed said they would boycott a brand for irresponsible behavior.

 


Via Russ Merz, Ph.D.
Martin (Marty) Smith's insight:

How Social Marketing Helps Branding

The hardest part of my Cure Cancer Starter idea is not that it is a worthy cause, most people want to cure cancer, but that aligning with a cause is NOT a charity but a marketing decision. Grateful for this report that shows how influential alignment with good causes can be for brands today.

Causes help brands become REAL and emotional. Alignment is important. If you are what Jim Stengel calls an “elicit joy” brand in his highly recommended book GROW you will want to find a cause that elicits joy. If you are a “pride” brand you will want to find a “pride” cause.

Stengel’s “Brand Ideals” are covered here:

http://sco.lt/8RPl7x

I use the Cone Study all the time to help brands and companies understand “social marketing” or the adoption of a cause that is aligned with their branding is one of the most powerful forms of social marketing. Social Marketing is available to brands big and small, companies in the service business as well as large multi-nationals.

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Russ Merz, Ph.D.'s curator insight, June 16, 2013 2:12 PM

U.S. marketers are missing the boat on this issue. A highlight of the recent GABC conference I attended, was the strong European focus on corporate social responsibility (CSR) and environmental sustainability as a key part of their marketing programs.

Martin (Marty) Smith's comment, June 16, 2013 2:40 PM
Agree with Russ. USA missing huge social, local and mobile marketing opportunities.
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Tactical Internet Marketing Is Dead Man Walking

Tactical Internet Marketing Is Dead Man Walking | Marketing Revolution | Scoop.it
Startups Pitch Day is TODAY for Curagami & 3 Others - Why Tactical IM Can't Scale & What's Next and Better
+Phil Buckley and I will be pitching our… - Martin W. Smith - Google+
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Want To Escape From Google? Diversify Your Internet Marketing - Curatti

Want To Escape From Google? Diversify Your Internet Marketing - Curatti | Marketing Revolution | Scoop.it

Overweight Google SEO? You need to diversify. Google organic search is losing power as mobile, social and community create important new marketing channels.

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