Social Cause marketing is something that all nonprofits are trying to do.Companies with strong CSR (Corporate Social Responsibility) programs similarly advertise for causes as do Governments. Generally, the marketing and advertising community takes a cue from commercial sales methods of “asking for a sale.” Thus you will see TV commercials and internet ads that exhort you to “Donate Now”.It turns out, that an in your face” assertive message can backfire when a section of your audience does not care deeply about your cause.
Businesses tend to wonder about the effectiveness of their advertising spend in terms of what they actually sold that could be attributed to advertising.To understand how advertising works its useful to look at the hierarchy of effects AIDA sales funnel credited to Advertising Hall of Fame member Elias St. Elmo Louis in 1898. No that was not a typo and check out the history of this kind of thinking called Hierarchy of Effects in the article by Barry (1987).
This post was originally published on April 22, 2014. We have many readers asking about the connection between the AIDA sales model and the Digital Customer Journey or Digital Buyer’s’ Journey. We are delighted to update the original post on March 5, 2021. We hope that this will help all businesses come back after COVID as customers go through their AIDA process online.
Today is Giving Tuesday, the Tuesday after Thanksgiving. It’s timely think about the impact that a non-profit is able create and communicate . With 1.5 Million non-profits in the US, it’s hard for both beneficiaries and donors to find the non-profit that will actually make a difference. Most beneficiaries are incapable (eg too sick or too poor) or unaware (eg US opiate epidemic) that there are helping hands around.
The recent US Tax changes, increasing the standard deduction has caused alarm in the non-profit community. Some experts believe that donations will decline from $ 309 Billion in 2016 by upto $20 Billion. This as people will stop donating since cannot itemize their taxes from 2018. Thus, during year end 2017 there was aContinue reading “Do you donate to charity to get a tax break? – of Donors,Charities and Governments”
The Trump (@realDonaldTrump) effect in Marketing and Supply Chain is that CEO’s worldwide will take more interest in the operational decisions in marketing and supply chain. While Chief Marketing Officers (CMO’s) being rainmakers have more visibility in organizations, the supply chain folks tend to be sidelined. The CSO (Chief Supply Officer/Head of Procurement/Purchasing) typically reportsContinue reading “Trump Effect: Five reasons why CEO’s will become more involved in Marketing and Supply Chain”
Too many marketers don’t seem to consider their internal organizational processes as they devise digital marketing campaigns. The customer journey continues after reaching your website.Here are some quick questions to ask if you want to get more bang for your digital buck :
[ Note: This post was published on March 3, 2016. It is updated on March 8, 2021 with a new image and the idea that you really get customer impact when you consider her entire journey that includes after arriving at your website.]
B2B customers buy everything for some value addition to whatever business they are in. In contrast, B2C customers buy for personal satisfaction. B2C customers do not plan to sell something on eBay at the time they decide to buy.
How to engage your organization in social media content creation? is a challenge for most organizations. Call it the legacy of the old industrial world, you joined a large organization and hoped to keep your job for life. The formula was ” keep your head down” , “keep your mouth shut” , “stay out ofContinue reading “Why is it hard to engage your organization in social media content creation?”
Just as the holiday season is getting underway in the US with multiple parties to attend, people are eating and drinking more than they should. At this time 2015 seems just round the corner and everyone is firming up the "join the gym" resolution for 2015. Wait… you realize that you already pay a monthlyContinue reading “Why treat your Digital Advertising spend as an unused Gym membership fee?”
The ALS Association has reportedly received $1.35 million in donations between July 29 and August 11 compared to $ 22,000 during the same period last year with the ice bucket challenge. This is quite remarkable, but first some background. ALS is a neuro degenerative disease that causes progressive paralysis of the patient as family, friendsContinue reading “Why the ALS “#icebucketchallenge’ is a social media and fundraising success”