The Connection Between Marketing, Digitalization, and Social Impact

By Vanessa Gentile, Head of Marketing Salesforce Switzerland & CEO/Founder, Bring Women Back to Work/Certified Coach

Introduction: The Power of Purpose-Driven Marketing

Marketing is no longer just about selling products or services—it has become a powerful driver of digital transformation and social impact. In today’s world, businesses are expected not only to innovate but also to take responsibility for shaping a more inclusive, ethical, and sustainable future.

As digitalization accelerates, companies must rethink how they engage with customers, build communities, and drive meaningful change. The intersection of marketing, digitalization, and social impact presents a unique opportunity for brands to not only grow but also leave a lasting positive imprint on society.

The Shift: Marketing as a Force for Good

Traditionally, marketing focused on product promotion, branding, and customer acquisition. But with changing societal expectations, the role of marketing has expanded significantly. Today, marketing is about storytelling with purpose, community engagement, and leveraging technology to drive impact.

?? Consumer Expectations Have Shifted A recent study found that 73% of consumers expect companies to take a stand on social and environmental issues. Brands that align with values like sustainability, diversity, and social responsibility build stronger customer trust and loyalty.

?? Digitalization Enables New Forms of Engagement Advancements in AI, automation, and data-driven personalization allow companies to connect with their audiences in more meaningful ways. Digital platforms provide the ability to scale messages that inspire action and empower communities.

?? Marketing Can Drive Systemic Change When used effectively, marketing doesn’t just sell—it educates, advocates, and mobilizes. From climate action campaigns to diversity and inclusion initiatives, marketing plays a crucial role in shifting mindsets and influencing positive societal outcomes.

How Digitalization Enhances Social Impact Marketing

Digital transformation has reshaped marketing in profound ways, making it easier to amplify social impact initiatives. Some of the key ways digitalization enhances socially responsible marketing include:

? Data-Driven Storytelling: AI and analytics help brands understand audience preferences, enabling the creation of more relevant and emotionally compelling campaigns.

? Personalized Customer Experiences: With digital tools like CRM and AI, companies can tailor messages to resonate with individual values and interests, increasing engagement and impact.

? Scalability of Purpose-Driven Initiatives: Social media, content marketing, and automation enable brands to reach a global audience with cause-driven messages that inspire action.

? Transparency & Trust: Digitalization facilitates real-time reporting and open communication, allowing brands to build accountability and trust with their stakeholders.

Salesforce: Leading the Way in Purpose-Driven Digitalization

At Salesforce, we believe technology should be a force for good. Our commitment to equality, sustainability, and social impact is embedded in everything we do. From leveraging AI for more inclusive marketing strategies to championing workforce development programs like Bring Women Back to Work , we aim to create opportunities that drive long-term, positive change.

?? Example: Bring Women Back to Work Initiative One of our most impactful programs, Bring Women Back to Work, leverages digital tools to support women re-entering the workforce. Through mentorship, upskilling, and career-building initiatives, we help women thrive in leadership and different roles as marketing, sales consultant and many other areas.

The Future: Marketing with Impact

Looking ahead, the most successful brands will be those that combine marketing innovation, digitalization, and a deep commitment to social good. Companies that embrace this intersection will not only attract customers but will also create real, measurable impact.

?? Key Takeaways: ?? Purpose-driven marketing builds trust and loyalty. ?? Digitalization enables scalability and personalization in social impact initiatives. ?? Brands have a unique opportunity to influence positive change through marketing. ?? Consumers demand authenticity and responsibility—businesses must deliver.

?? Over to You: How is your brand leveraging digitalization to drive meaningful social impact? Let’s start a conversation! Drop your thoughts in the comments. ??

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