In the midst of the digital age, he is one of the functions of the company that most depends on technology. It continues to be an essential area of work and it is one of the most changing, because the transformation towards digital entails inevitable changes in the way of analyzing, creating, selling, and communicating. To lead. Today we propose to do it through the responsible marketing.
From the marketing mix to responsible marketing
Since Jerome McCarthy formulated the 4 P’s of marketing mix In the 60’s there have been many brands that have based the design of their business plan on these four revolutionary pillars: product, price, placement (distribution) and promotion. Commerce and consumption have changed so much since then that marketing has evolved to adapt to the needs of the market and, especially, to the expectations of customers.
Nothing is the same. The proliferation of the Internet, of mobile devices and of them has transformed the reality of consumers, which has forced companies to reformulate the criteria (and attributes) with which they publicize their activity, their products and services, your values, your experience…
The marketing of the 4 P’s has been nurturing without losing consistency. That firm and bounded environment has been giving way over the years thanks to the contribution of several authors. . Proposals that extend and complement the first version.
One of the latest contributions came from the hand of , author of “Cannibals with Forks: of 21st Century Business”a 1997 book that offers 3 new P’s for measure business profitability and project the design of new strategies based on responsible marketing.
Pleople, Planet, Profit
People, planet, profit. Companies no longer have absolute power or control when it comes to targeting the consumer and selling their product. Product and price are not enough to add benefits and stand out from the competition.
Now it is the customers who decide. They are demanding, they have initiative, . But it will not be enough for them to achieve it, because beyond the product or service they pursue is the experience that it is capable of offering them. In addition to satisfying your desire or need, they must represent a real advantage, an added value capable of satisfying your expectations as users.
Responsible marketing will be in charge of guiding the customer towards that extra benefit.
1.People
People. In this case it refers to the employees of a companyselected with the aim of generating quality, trust and commitment in the work environment itself, in the project that unites them and in the community in which they carry out their business. It is a key element from the labor and professional point of view and in relation to clients (partners, suppliers, collaborators), with a direct impact on the company’s income statement.
The excellence (also financial) of a business depends on the human and professional quality of the people who make it possible. The company must ensure that its employees find value in the work they do, so that it reverts to the overall benefit of the entity. Flow of information, fluid relationships, a safe work environment, mutual commitment to collaboration…
If the employees benefit, the company wins. when it comes to communicating and sharing the benefits of its products and services, when it comes to selling and interacting with its customers.
2. Planet
Planet. Is about minimize any negative impact on the environment and to promote initiatives that increase the profitability of the company while contributing to improving the sustainability of the planet or the closest natural environment. Zero emissions, renewable energy consumption, green purchases, waste control, ecological packaging, training, awareness, design of respectful protocols…
Invest in the environment It is not synonymous with maximum benefit at the lowest cost as quickly as possible, but neither is it an accessory expense. On the contrary, it is the way to consolidate in the medium and long term a differential value based on a sustainable business model capable of generating great (economic) results. And yes, it offers tax advantages.
3.Profit
Advantage. Beyond purely economic performance, responsible marketing offers a broader view of profitwhich includes, in addition to the monetary profits themselves, the social and environmental impact of all the activities derived from a company.
In this sense, there is no room for a reductionist and short-term strategy of profitability because it would require sacrificing essential resources (sustainable, personal, professional) incompatible with the values that responsible marketing seeks to promote.
In a technological and interconnected environment, responsible marketing promotes universal values, businesses committed to the environment, business ethics and collective benefit. Companies responsible for their own operations, prepared to respond to the social and economic changes that surround them.
The 3 P’s of responsible marketing they do not supersede any of those that have been updating the term in recent decades. They only modify or deepen some key aspects for the future of companies. Taking them into account requires balance and equitable use of profits: to ensure business continuity in the long term, and the design of solid strategies capable of increasing competitiveness and sales.
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