What exactly is cause marketing?

January 23, 2021 | Posted By [dot]GOOD

Cause marketing is defined as a type of marketing in which a company’s promotional campaign has the dual purpose of increasing profitability while bettering society. Or, more colloquially, cause marketing occurs when a company does well by doing good.

In the post-industrial era, thanks to the proliferation of information available to consumers, brands need to compete on more than price, quality or convenience. It’s no longer good enough to throw your message out into the market and hope that something sticks. At dotGOOD, we believe that marketing has to build brands, drive sales and do good at the same time.

Consumer activism is a growing trend globally, and customers are more and more likely to make their purchasing choices based on the information they have about what businesses stand for. When a brand’s purpose (read The Importance of Purpose) is aligned to a cause that the consumer is passionate about, loyalty ensues. Your customers become your brand ambassadors.

Cause marketing brings an organisation’s brand purpose to life. Benefits of brand purpose: creates positive brand association; creates relevance; builds positive emotional connections with consumers; creates a point of difference and motivates staff.

dotGOOD is a marketing agency that focuses solely on socially responsible marketing. We have almost a decade of experience in strategising these collaborations and our network of change-makers means we can facilitate the most beneficial partnership.

We develop, design and execute strategic and tactical campaigns that make a difference, and deliver a measurable return on investment.

Our cause-marketing activations and campaigns boost the ability of the brand to positively impact society while simultaneously increasing the awareness of the cause and building trust, which in turn drives sales.

If you represent a brand that is seeking such a partnership, we will help you partner with a cause that aligns with your brand values. We will strategise a way to bring this campaign to life in a way that makes a difference and positively impacts your bottom line. We are very proud of what we do. And we’re very good at it. Find out more about our Services here.