Is your marketing driven by purpose?

Saturday 28th, September 2013

Purpose-driven marketing is much more than just a digital marketing buzzword. Read more to know why marketing with a purpose should be every business’s focus.

Marketers who have been in business for a while know that every now and then the digital marketing world is furiously debating a new topic. On that front, the latest discussion seems to be around the term ‘purpose-driven marketing’. Is it just a debate or something bigger? Advocates say that purpose-driven marketing will be central to organizations’ success in the coming years, not just in connection with digital marketing but across channels and touchpoints.

What does it mean to have purpose in marketing?

Marketing with purpose entails the following:

Value creation

Brands can no longer ignore the aspect of creating and providing value. Brands that don’t provide any sort of value to customers are seldom noticed or remembered. Customers look to brands not just to fulfill their immediate need but to enrich and simplify their lives. Businesses that manage to offer value to customers survive the intense competition that prevails today.

Clear vision

When you compare a high-school student who knows what career he wants to pursue and his peer who hasn’t decided what he wants to do, you’ll find the former to be somewhat more focused and determined than the latter. This is true for brands as well. When there is a clearly defined purpose, marketers can derive a solid course of action for the future that will more or less be the guiding philosophy.

Drive the brand story

Brand stories need to be unified by one central message that remains the same across mediums. This unified brand story will over time build positive brand perception in the minds of the audience. Great brand stories represent the purpose of the organization. Without a clear purpose, brand stories will seem weak, ineffectual and fickle.

Anchored business objectives

Business objectives are extremely important to any organization. However, business objectives are derived from well-defined purpose. Without knowing the purpose of the organization, creating objectives would be like building a flimsy structure without a foundation. Purpose grounds a business and protects it from losing direction.

Simon Sinek in his TED talk on how great leaders inspire action talked about the importance of answering an all-important question in order to influence people – Why? Knowing why your business does is the beginning to understanding the purpose. Having clarity about the purpose, is a foolproof method to work your way to success whether one is implementing conventional or digital marketing strategies.


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