How Can You be Socially Responsible with your Ad Campaigns?
How Can You be Socially Responsible with your Ad Campaigns?
Modern consumers are demanding more from the brands they engage with and with so many social and environmental issues facing our planet, who can blame them. This has become such an important issue that the only way to run advertising campaigns and effectively cut through the noise is to adopt a responsible standpoint.
But what exactly does this look like?
The good news is that there are a variety of actionable strategies that you could choose to leverage depending on your brand values and ethos. Purposeful marketing is supposed to be empowering, so viewing this as an opportunity not a chore is critical.
What is Social Responsible Advertising?
Purposeful advertising has many facets, including being authentic to your brand and partnering with your target audience to be a real force for positive change in the world.
The first step to creating an authentic campaign is to identify a cause that aligns with your brand values. This could be a cause that promotes recycling or contributes to increasing the quality of life for people around the world.
It is important to get this step right because it will form the foundations of a campaign that will, ideally, have the power to engage your target audience and help you to form meaningful connections with them based on shared values. Don't forget, consumers are much more likely to engage with, purchase from and recommend brands that are contributing positively to the world.
Earning Trust from your Ideal Audience
Marketers play a key role within every business, particularly when it comes to establishing a sense of trust between brand and consumer. Purpose-driven marketing is really the only way to create feelings of trust because it centralises responsibility, values, and inclusion.
Responsible brands respect the privacy of their audiences and they are transparent about data usage. Furthermore, they endeavour to support ethical practices throughout every arm of their operation and strive to provide accessible brand experiences to all.
Trust is also earned through standing up for important causes, delivering on the promises made in your marketing and advertising materials, and proactively solving any issues as they arise to deliver a consistently high-quality experience.
The Importance of Authenticity
Trust is also reliant on the ability to present an authentic and genuine brand image. This is because authenticity and connection go hand in hand, which promotes feelings of trust and inclusion.
The ability to embody your brand values is one of the most powerful ways there is to be authentic. So, aligning your brand with an inspiring cause can help you to connect with people who share your views and want to support your endeavours.
Prioritising Social Responsibility
In order to implement a robust responsible advertising strategy, you need to have the utmost respect for your audience. They need to feel as though they are getting value from your advertising materials. Additionally, it is important to give appropriate consideration to brand safety, which includes where your advertising materials are placed and the causes you choose to support.
At a time when businesses have so many demands on their time, investing in social responsibility can quickly find itself falling towards the bottom of the to-do list. But as we have seen, this would be a mistake because it is no longer enough to simply have brand values. You must also act on those values in ways that are easily understandable by your ideal audience.
Remember, businesses adept at embodying a clear purpose will be rewarded with conversion increases to the tune of 20% on average. You can be a purposeful and profitable brand, especially with the support of a strong, socially responsible advertising strategy.
Threeps - Advertising with purpose.
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