MJ DePalma, Head of Multicultural and Inclusive Marketing at Microsoft Advertising, outlines the three key elements of what the company calls targeted marketing.
In today’s world, all the other upheavals are sensory bombardments: social unrest, climate justice, global pandemic, extinction culture, hoax news, and erosion of data privacy – not to mention the myriad opinions on how to address these issues, no.
Accelerate transformation between industries, businesses, and consumer behavior. There is a shift in attitudes where more and more people are looking for brands to solve social problems and to try to buy from brands that represent something better than their products, but that fit their values.
As marketers, we ask ourselves: what is our role in crossing principles, profit, and purpose? Can we as marketers contribute to our better collective future? The answer is yes. We call this marketing with a purpose.
The goal of marketing is to build a brand that is welcome in people’s lives, that wins their trust, and upholds their values. Start respecting your right to privacy by being transparent and designing honest experiences.
Trust becomes love when brands convey values in the customer experience and express them through marketing and advertising so that people can find common sense in shared values. Love for the brand leads to loyalty when someone experiences authenticity, personal inclusion and therefore feels that “this brand is for someone like me”. This is targeted marketing and is described in this detailed guide.
The strategy is based on several Microsoft Advertising studies and is supported by several third-party studies. The result is a practical guide to building a trusted brand, which means staying true to your industry values, with more people and a responsible marketing specialist.
Here are the three main blocks of Purpose Marketing, where you will find five quick actions in the Purpose Marketing Handbook.
The role of responsibility in marketing includes privacy, transparency, and accessible marketing. It’s about being a good customer experience manager.
Trust is not static, but it can be built dynamically by being a good customer experience manager. Companies must continually earn people’s trust, take responsibility, and be transparent in data collection: responsible marketing plays a key role.
Start by actively seeking data collection and privacy practices and determining the policies of the platform on which your ads will appear. Being a responsible marketer also means prioritizing brand security, placing ads, and offering cheap marketing.
Five Quick Steps to Moving to More Responsible Marketing:
Read more about “Six important ways to demonstrate responsibility”.
• Read the five best ways people think their personal information is worth sharing and what interests them most to optimize their branding experience
• Read the “List of requirements for advertising platforms”.
• See the “Privacy Preferences List”
• Responsible marketing is also accessible marketing, so read the full section on accessible marketing
The role of values in marketing is primarily based on brand values, so that people with shared values can find shared meaning in the brand experience.
Values are inherently based on building trust. And trust in the brand leads to love and loyalty to the brand, which helps when you buy the brand. These three elements are closely related: the correlation between trust and love for the brand is 76% and the ratio between love for the brand and loyalty is 55%. People want to spend money on brands that share values and stand up for what they believe in. Understand that your brand’s purpose and values create reliable and authentic connections with people to unlock business opportunities.
Five quick actions to increase value with values:
Information on ethical advertising, as it is three times more important for the trust of a business than for competence; Read the checklist for ethical ads.
• Analyze the characteristics of the most important brands associated with shared values to build trust in the brand.
Evaluate your mission as a business and publish your products, services, or experiences in a way that authentically matches your purpose and values. This is the key to authenticity.
• Look at images of different audience values from different ethnicities, sexual orientations, and genders.
• See sustainability as a value and see how advertising platforms can offer Purpose Opportunity Marketing to their offering partners.
The role of inclusion in marketing is to provide a complete picture of the results of any business; it’s a modern marketing need.
Inclusive marketing involves considering different dimensions of diversity to create a culturally correct version of your ads, not stereotypes. An advertising brand seeks authentic connection, an open mind, and justice. It’s an opportunity to build a more meaningful relationship with people and show that you value them in advertising.
There are clear insights into marketing to activate the foundation for trust. When people get involved, joy and trust emerge, leading to brand love, loyalty, and increased purchase intent. By including the ads, the purchase intent increased by 23 points.
4.Five quick actions to create inclusive ads:
Note the inclusive marketing activation model: “What do you market, whom do you market, how do you market?” To create campaigns relevant to your brand.
• See the checklist for embedded products.
• Learn how to develop your keyword strategy for SEO, SEM, content marketing, and more
• Learn to apply the three metaphors for inclusion in advertising images: connections, openness, balance.
• Learn how to use Microsoft Bing to quickly search your website image and see if it’s the target audience you’re marketing to.
A responsible, value-based, and inclusive approach to marketing doesn’t just cover niche segments to add value to the product or comply with policies. It is about building real relationships with people who celebrate diversity and a wide variety of human experiences. Deliberate inclusion with an intertwined purpose in the brand experience evokes feelings of acceptance, satisfaction, trust, trust, hope, and security that evoke loyalty, an important indicator of future business growth.
Discover the marketing guide that will help you authentically connect your marketing with the goal of building a more trusted brand. This is the guideline for building trust, love, and loyalty in building a business in these times of transformation. Marketing with intentional marketers seeks to find the intersection of purpose, profit, and principles to contribute to our better collective future.