Causal Marketing: A Great Marketing Initiative

"Marketing is what you do when your product is no good". What do you think of this quote? I came across this marketing quote while browsing the net and was flabbergasted to comprehend it. My inference of this quote is that there is no great product on earth as there is hardly any product that is not marketed.

If you do not market your product, it will not sell. Remember, consumers do not buy your product, they buy the benefits associated with it. If you do not communicate the benefits of your product, your competitor will..and you will loose your potentials.

When I talk about marketing in contemporary era, it is taking new forms and dimensions with each passing day. I would like to talk about marketing for social cause.

If you see the latest commercials of Aircel and Nokia, you will very well realize that these companies have resorted to a known but merely implemented form of marketing, Causal marketing. Nokia takes up the much talked about issue of deteriorating vegetation while Aircel picks up the sensitive issue of meager population of tigers in India.

You may say that these companies are committed to their Corporate Social Responsibilities (CSR). Well, probably yes, but if you think that is the only reason for their current marketing campaigns, cerebrate for a while.

Companies are in business to earn profit and not for social work. However, Corporate Social Responsibility is a factor that increases the goodwil of companies and the brand in the minds of consumers. In this competitive era when companies are resorting to comparative and anti-advertising campaigns, hampering the goodwill of the brand, Aircel an Nokia are on the right track.

There is no element of abashing competition, rather, the brands attempted to showcase their CSR and have registered in the minds of consumers, which is what these brands aimed for. These are already known brands, but consumers may forget these brands if not advertised. As such, Causal advertising to stay on top of mid of consumers and build goodwill is a great strategy to beat competition.