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Three Ways To Kill It With Socially Responsible Marketing

This article is more than 9 years old.

Before I get to my article I want to wish everyone a happy, healthy and prosperous new year in 2015! Not sure who wrote this or said this but I like this quote and want to share it with you. "A new year is like a blank book. The pen is in your hands. It is your chance to write a beautiful story for yourself. Happy New Year."

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Recent marketing trends have shown that consumers are not just looking to the product or service being sold, but to the companies themselves. According to a Nielsen Global Survey on Corporate Social Responsibility, people have proven more likely to support a company they perceive as being ethical and fair at all levels of their product life. Some examples of this include the rise in environmentally sustainable and free-trade products, and the rejection of manufactured goods created in factories with poor labor standards. Not only are some of these practices seen as undesirable to consumers, many have been restricted by recent legislation.

To avoid penalties for misleading or unethical advertising, marketers should consider three basic ways to kill it with socially responsible marketing.

1. Be Honest and Transparent About Social Causes

In the digital marketplace, there is a lasting record of every word, sound clip, or video ever placed on to the Internet. These long-lived messages are made possible through search engines which store cached data, the users who permanently save with one-click screenshots, and the addition of instant “share” buttons spread content faster and wider than ever before. To put it in simple terms, according to Greg McGuinness, Senior Partner at CPA Tax Planning CPA, J.D., “One misused quote, poor decision or untruthful marketing ploy can do irreparable damage to the reputation of a company's image.”

To avoid this, marketers must be vigilant about every post, advertisement or cause they support, while being aware of any unethical connections which could be made by a massive, global market of consumers. The Federal Trade Commission (FTC) has limited what marketers can say in order to protect the consumer from deceptive or unfair acts and practices. They have determined that all advertising agencies or website designers are responsible for the information they post in support of any marketing claim.

In order to protect themselves, companies must prove to their audience that they are fair and honest in their advertisements. Transparency can extend beyond posted deals and offers, and in to the realm of manufacturing, political support, or in the case of an ill-fated Chick-fil-A, discrimination of a minority group.

2. Be Aware of Legal Regulations Specific to The Industry

Some industries are more closely monitored than others. Those who deal with financial or legal services are severely restricted when it comes to the legality of the claims they can make when advertising. Lawyers, financial consultants, and CPAs have to be very careful about how they market to consumers in order to avoid hefty fines and consumer backlash.

In January 2014, Colorado was allowed to open their first medical marijuana dispensary. The laws surrounding the marketing of marijuana are still being developed, and are coming slower than many in the industry think appropriate. In either case, marketers should be educated in which Acts apply to them and their specific industry when it comes to the claims they are able to make in their advertisements. Marketing materials, digital or otherwise, must all meet the ethical and socially responsible standards in place to protect consumers. By being armed with this knowledge, marketers give the impression to their audience that they are not only aware of ethical practices, but are abiding by them.

3. Be Involved With Your Audience at a Social Level

The job of marketers is to become involved in the sphere of influence where their audience dwells. With the changing attitudes towards social responsibility and a very public involvement in ethical practices, many companies have taken charge of their marketing by connecting with their audiences on social platforms. Joining existing communities, such as Groups on LinkedIn, or create your own in order to target your industry's clientèle. These types of online communities allow a company to better identify their audience, and create marketing content which closely aligns with the needs of their customers.

For retail and ecommerce brands, social integration tools like Shopify let businesses establish their social media presence with quick setup, simple customization, and fully integrated features for your Facebook store. One of the best ways to market is to let your customers do it themselves. By giving customers rewards through custom referral and loyalty programs, you’re incentivizing your customer base to spread the word and keep coming back for the products they love.

Social platforms also allow companies to establish themselves as industry leaders, or receive recognition for their good deeds, positive press, or supportive causes. Boost your influence by directly interacting with group members and answering questions in encouraging an open conversation.

The advantage to socially responsible marketing is the cultivation of positive and organic attention. As audiences become more aware of the company as a whole, advertisers are under increasing pressure to maintain the ethical practices set in place by the FTC and the societal watchdog.