By the time you finish reading this article (some 3 minutes), there will be approximately 9.9 million Facebook posts, 2 million Instagram posts, and Christiano Ronaldo will get an average of 34 new Facebook followers.In this busy market place which is the online web, it is a challenge for today’s marketers to stand out day-in and day-out. In fact, it is a question of survival as to who can keep customers loyal the longest. While technology is advancing, the online audience is increasing and there’s a decreasing sense of loyalty, how do you can you be on top of your customers’ mind. And, in doing so, still, thrive as an organisation? Purpose is the key
From purpose to marketing
Purpose can be defined as the centre of any product or services. It is why you exist and it goes beyond monetary profits.In the Purpose to Marketing model launched recently, Jason Bholanauth positioned purpose as the cornerstone to great marketing. He further explained that the “why” of doing things is a powerful way to know your purpose and what you are trying to achieve. The model also outlines the fact that brand loyalty is becoming a rare success. In fact, according to the Meaningful Brands survey powered by Havas Group, people wouldn’t care if 74% of the brands they use every day just disappeared. Here’s the full results video So, why exactly should marketers be very clear about their organisation’s purpose?
Reason 1: Customers want brands with purposeMarkets are saturated with products and services and this led to a change in customers’ wants and needs. They want brands which showcase a strong purpose and go beyond making profits. The modern customer is interested in the stand that brands are taking towards controversial topics. These include the environment, gender equality, and health among others. In 2017, the Earned Brand Study by Edelman found that 67% of consumers worldwide bought from a brand for the first time because they acknowledged its position on a controversial topic. Meaningful Brands also released the Top Brands with a strong purpose and meaning. These brands are breaking the rules and contributing to making society a better place to be.
Reason 2: Purpose brings multi-level focusThe good thing with a clear organisation purpose is that it brings focus. However, the challenge is how to translate it throughout the organisation. A very clear example is surely Kennedy at NASA. The story goes like this. In 1961, President John F. Kennedy was visiting NASA headquarters for the first time. While touring the building, he introduced himself to a janitor who was mopping the floor and asked what he did at NASA. The janitor replied:
“I’m helping put a man on the moon!” – The JanitorWhat this story can show us is when your purpose is shared across your organisation, it brings focus. From a marketing perspective, this helps in a better synergy between teams. Consequently, this helps in sending the right message through different touchpoints, including the employees, to your audience. When Purpose is not shared and understood across the organisation, there will be a disconnect between what the organisation is trying to achieve and the communication at different touch points. This eventually causes the brand to have a weak brand.