responsible marketing
Category: Insight, Ronn Torossian

Responsible Marketing Efforts

Many companies understand the importance of marketing that’s centered around consumers, but these days, “responsible marketing” is becoming a lot more popular, and it’s also helping businesses fill the gaps wherever consumer-centric marketing efforts are failing.

Simply put, responsible marketing efforts are any marketing efforts from companies with a conscience. That means the companies are ensuring that they’re not simply doing things for the sake of doing them or simply because everyone else is doing the same things.

Those companies are going above and beyond to put their consumers first by thinking about the real impact that marketing efforts have on their customers, and about what those efforts say about a company and how it operates. 

Secure Personalization 

A best practice in responsible marketing is making sure that all of the data that a company collects on its customers is being treated in a responsible way which respects consumers’ privacy.

Many consumers expect brands to do well and also expect to be treated with respect.

That treatment requires them getting personalized and relevant product offerings without suffering a data breach. Companies that are able to adhere to those consumer demands are more likely to build customer loyalty. 

Trust 

Companies need to have high levels of trust from their consumers while the world is changing.

Many consumers believe that companies are safely storing their data when they’re required to give out personal information to a company, but that’s not the case for all consumers.

In fact, over 80% of customers don’t make purchases from companies that they find to be untrustworthy, while nearly 90% of consumers claim that they’d take action against a company that breaks their trust.

That’s why companies that lose trust end up losing business too, and suffering in both the short and long term.

There’s a big cost to breaking customer trust, which is why the best brands are able to place trust at the heart of their campaigns, and make consumers feel safe about their data. 

Privacy 

The start of the pandemic brought a lot more customers to the digital world, which was positive for a number of brands. However, that growth also came with several challenges around consumer expectations, as well as around the limitations of the digital space for building better customer experiences.

While many companies might want to forgo responsible marketing efforts, whether that means giving inaccurate personalization to customers or not adding to security, doing that can destroy a lot of trust with the consumers.

That’s why at the core of responsible marketing efforts is viewing the customers’ data with respect, giving them privacy, and earning their trust. 

Ronn Torossian is the CEO and founder of 5W Public Relations and the author of For Immediate Release.

Many companies understand the importance of marketing that’s centered around consumers, but these days, “responsible marketing” is becoming a lot more popular, and it’s also helping businesses fill the gaps wherever consumer-centric marketing efforts are failing. Simply put, responsible marketing efforts are any marketing efforts from companies with a conscience. That means the companies are ensuring that they’re not simply doing things for the sake of doing them or simply because everyone else is doing the same things. Those companies are going above and beyond to put their consumers first…