{"id":9560,"date":"2020-12-08T12:37:55","date_gmt":"2020-12-08T10:37:55","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=9560"},"modified":"2020-12-08T12:37:58","modified_gmt":"2020-12-08T10:37:58","slug":"marketing-with-purpose-drives-business","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/marketing-with-purpose-drives-business\/","title":{"rendered":"Marketing with Purpose Drives Business"},"content":{"rendered":"<div style=\"text-align:center\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"150\" src=\"https:\/\/media-assets-05.thedrum.com\/cache\/images\/thedrum-prod\/s3-news-tmp-568653-how_marketing_with_purpose_drives_business--2x1--940.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Marketing with Purpose Drives Business\" title=\"Marketing with Purpose Drives Business\" \/><\/div>\n<h3 class=\"wp-block-heading\">How Marketing with Purpose Drives Business<\/h3>\n\n\n\n<p>View \u2018How <a href=\"https:\/\/www.dazzlepop.net\/site\/category\/business\/\">marketing with purpose drives business<\/a>&#8216; panel discussion on demand.<\/p>\n\n\n\n<p>Brands are playing an ever more active role in society today, but if many are to thrive over the next five to ten years, \u2018purpose\u2019 has to be embedded at the very heart of business and culture.<\/p>\n\n\n\n<p>Doing good is good business and social purpose drives sales. In what has been a tough year for consumers because of the Coronavirus pandemic, a brand\u2019s purpose has taken center stage. Consumers are buying from businesses that show empathy and long-term commitment to issues that matter to them. And brands are realizing that authenticity and trust is fundamental is driving these connections with consumers.<\/p>\n\n\n\n<p>\u201cPrior to the pandemic there was this movement towards wanting sustainable, accessible and inclusive products, but this has all accelerated,\u201d said MJ DePalma, head of inclusive marketing for Microsoft Advertising. \u201cIn the pandemic we\u2019ve seen businesses double down on what is their purpose. It\u2019s about looking at your brand mission and understanding your role in the world. How can you step into the most important needs when there\u2019s a crisis? That is where you find relevance and authenticity. We found that authenticity is the number one brand attribute to building one of the most important things that brands really need to focus on: trust.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/businesscasestudies.co.uk\/wp-content\/uploads\/2019\/09\/12780809582.jpg\" alt=\"Marketing with Purpose Drives Business \" \/><\/figure>\n\n\n\n<p>DePalma was referring to Microsoft\u2019s \u2018<a href=\"https:\/\/about.ads.microsoft.com\/en-us\/insights\/marketingwithpurposeplaybook?s_cid=en-us-gct-ev-src_3p-sub_ind-cam_thedrum\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing with Purpose Playbook<\/a>\u2019, which details three strategies and five inclusive behaviors that are the building blocks of trust. The aim is to help businesses understand the mechanism of building trusting relationships with their customers.<\/p>\n\n\n\n<p>Melissa Noakes, head of sponsorship &amp; events for Santander UK, agreed that: \u201cPurpose is no longer a peripheral \u2018nice to have\u2019 in a presentation. The vision, mission and promise that you make has to be embedded within your business; authenticity and trust is fundamental.\u201d<\/p>\n\n\n\n<p>Noakes added that being a brand with purpose \u201cdrives a different mentality within the organization that drives results outside the organization\u201d and noted that what drives a brilliant company is having ambition and goals, and not being afraid to reach for the stars.<\/p>\n\n\n\n<p>\u201cYou know that you\u2019re not perfect but you\u2019re not afraid to go on that journey,\u201d she said. \u201cThere\u2019s going to be some bumps along the way but, to have your board behind you or your chairman championing that message from the rooftops is a very unique position to be in.\u201d<\/p>\n\n\n\n<p>\u201cIt\u2019s about understanding how you fit into solutions and making sure that you are pivoting correctly and quickly,\u201d added Jeffrey Whitford, head of sustainability and social business innovation and branding, Merck, a life science company which plays an important role in the pandemic response. \u201cPart of our mission is core to this whole purpose aspect. The purpose is right there. Transparency and authenticity come through so loud and clear and you can tell when you hit that note and you\u2019re in that space, it\u2019s such a sweet spot.\u201d<\/p>\n\n\n\n<p>Read more: <a href=\"https:\/\/www.thedrum.com\/news\/2020\/12\/07\/how-marketing-with-purpose-drives-business\">www.thedrum.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How Marketing with Purpose Drives Business View \u2018How marketing with purpose drives business&#8216; panel discussion on demand. Brands are playing an ever more active role in society today, but if many are to thrive over the next five to ten years, \u2018purpose\u2019 has to be embedded at the very heart of business and culture. Doing [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":9562,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[45],"tags":[31,519,65,127,608,973],"class_list":["post-9560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-business","tag-coronavirus","tag-marketing","tag-microsoft","tag-pandemic","tag-what-is-marketing-in-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dazzlepop | Marketing with Purpose Drives Business<\/title>\n<meta name=\"description\" content=\"Marketing with Purpose Drives Business Brands are playing an ever more active role in society today, but if many are to thrive\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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