Author: Sushanth Shyamsundar

Social Responsibility Marketing- How does it help and how do you do it?

Social responsibility in business is going to become increasingly important. Now more than ever we are connected globally and therefore have a responsibility in terms of balancing people’s profit and the planet. Most of the marketing organisations do not work in isolation intentionally. Instead, they find that great opportunity exists if the organisation is visibly accessible and involved with the public. Because marketing often operates as the public face of an organisation, when issues arise between the public and the organisation marketing is often at the centre. In recent years, the number and variety of issues raised by the public have increased. One reason for the increase is the growing perception that marketing organisations are not just sellers of products, but also have a great responsibility to be more socially responsible.

In general terms, social responsibility refers to both individuals and companies having a duty to act in the best interest of the environment and society as a whole. It means an organisation shows concern for the people and environment in which it transacts business. It also means that these values are communicated and enforced by everyone in the organisation, and in some cases with business partners such as those that sell products to the company. Social responsibility in marketing narrows this down a little bit by focusing on customers that want to make a positive difference to the environment or society through their purchases, or the use of a service. A good example of this or examples is recyclable packaging promotions that spread awareness of societal issues or, direct portions of profits towards a charity. If a company can brand itself as socially responsible and ethical, it ultimately will attract customers who are engaged in socially responsible commitments, and who want to support the welfare of the community. The key factor here is that the company’s efforts must be truthful and transparent. 

Why is social responsibility important?

It is a duty to be socially responsible in marketing. Companies are increasingly focusing on their social responsibility. Companies that are socially responsible, project more attractive images to both consumers and shareholders alike, which positively affect their bottom lines. Social responsibility in marketing works by focusing efforts on attracting customers who want to make a positive difference with their purchases. Many companies have adopted socially responsible behaviour and elements in their marketing strategies to help a community via beneficial products and services.

• Being socially responsible in marketing will help in strengthening the reputation of the company and it also develop its identity. 
• Social responsibility empowers employees to harness the organisational resources available to them to do good. 
• Formal initiatives in corporate social responsibility will improve the morale of workers and contribute to greater workforce productivity. 
• It makes companies more marketable. When there is enough competition in the marketplace, standing out from the competition can be challenging. Companies that show an obligation to different philanthropic causes however are usually defined as more marketable than companies whose practices of social responsibility appear to be non-existent. 
• Employees expect it. 

Socially responsible companies attract employees, who wish to make a difference in the world. People may want to work at such companies. One way to do this is by volunteering and donating.

There is a link between socially responsible marketing and what is termed as CSR- Corporate Social Responsibility. CSR is the same thing except it is broader and encompasses a company’s complete operations existence. 

Examples of social responsibility in marketing

• IKEA

Apart from selling great homes and loft furniture, this Swedish mega-chain also works globally to support communities in crisis, by building schools, donating toys, and facilitating access to drinking water. They also have a foundation which has given 2.3 million to bring clean electricity to combined one minute million people in India and East Africa.

• Adidas

They fight to preserve marine life through their run for the oceans campaign. They aim to turn the public’s attention towards the devastating effect of plastic pollution on marine life. 

• Levi’s

They have run a campaign that reduces water use in manufacturing by up to 96% since the campaign launched in 2011. Levi’s has saved more than one billion litres of water in their manufacturing processes. It has also reduced the hazardous chemicals used to dye and aimed the elimination of hazardous chemicals by 2020. 

• Reducing carbon footprints 

• Improving labor policies

• Socially and environmentally conscious investments. 

Marketing ethics 

Social responsibility and marketing are more than just a trend for companies. It is also related to ethics, which is called marketing ethics. There are six components in marketing ethics.

1. Pricing

An ethical pricing strategy is more than simply following the law. Not all unethical pricing strategies are illegal or fraudulent. Sometimes ethical decisions are difficult, because there isn’t a proper dividing line between what is morally right and what is wrong.

2. General code

When a business is commited to a marketing code of ethics, it is committed to conducting its affairs with the customer’s well-being and integrity.  Categories for marketing ethics include ethical values and norms, as defined by the American Marketing Association (AMA).

3. Customer service

Customer service has an ethics, which are the moral principles that govern a company’s engagement with its customers. They are based on a particular set of values relating to the question of what is “right” or “wrong”. 

4. Advertising Standards

Ethics in advertising implies a set of well-defined principles which govern the ways in which communication takes place between the buyer and the seller.

5. Distributor relations

The distribution element of marketing involves the entire supply chain from the manufacturer through wholesalers and distributors including retailers to the final consumer. At each point in the supply chain, because there are economic interactions between these various parties, the potential for ethical issues to occur is quite common. 

6. Product Development

The most common ethical concerns in this area pertain to the safety of products are safe “for their use as intended” which is a basic consumer expectation. Another growing area of concern is product counterfeiting (copy of the original). Product counterfeiting involves the unauthorized copy of patented products, inventions, and trademarks or the violation of registered copyrights. 

Google Web Stories #101

In 2020, Google announced that it would be expanding the capabilities of Web Stories, adding new features such as the ability to create multi-page stories and to customize the appearance of Web Stories using CSS. By 2021, there were over 10 million Web Stories published on the web, with new stories being added every day.

In this article, we’ll take a deep dive into Google Web Stories, exploring what they are, some examples, their uses and benefits, how to get started, useful tools, and some do’s and don’ts to keep in mind. We’ll also answer some frequently asked questions to help you get up and running with Google Web Stories.

What are Google Web Stories?

Google Web Stories are short-form, visually rich content that is easy to create and publish on the web. They are built on top of the Accelerated Mobile Pages (AMP) framework, which makes them fast and lightweight, ensuring a smooth and seamless user experience. Web Stories are made up of a series of pages, each containing a combination of text, images, and multimedia elements such as videos and audio clips. They can be easily shared on social media, websites, and other platforms, and can be viewed on any device, including desktop computers, laptops, tablets, and smartphones.

Some Samples

• Travelogue: A travel blog uses Web Stories to share beautiful photos and captivating stories from their adventures around the world.
• Foodie: A food blogger creates a Web Story featuring mouthwatering recipes and behind-the-scenes glimpses into their kitchen.
• News: A news organization uses Web Stories to deliver breaking news and top stories in a visually appealing and interactive format.

Utility

Google Web Stories can be used in a variety of ways, including:

• Blogging: Web Stories provide a visually appealing and interactive format for sharing blog posts and articles.
• Marketing: Web Stories can be used to promote products and services, showcase customer testimonials, and drive traffic to websites and landing pages.
• Storytelling: Web Stories are a great way to share personal stories, experiences, and adventures in an immersive and engaging format.

Getting started

Ready to get started with Google Web Stories? Here’s what you need to do:

• Set up a Google account: If you don’t already have a Google account, you’ll need to set one up to use Web Stories.
• Install the Web Stories plugin: The Web Stories plugin is a free tool that allows you to create and publish Web Stories directly from your WordPress website. Simply install the plugin and activate it on your site.
• Create your first Web Story: Once the plugin is installed, you’ll be able to create and publish Web Stories from the WordPress editor. Simply add text, images, and other multimedia elements to create your story.
• Publish and share: Once you’re happy with your Web Story, hit the publish button and share it with the world! You can share your Web Story on social media, embed it on your website, or link to it directly.

Useful Tools

Here are a few useful tools to help you create and publish Google Web Stories:

• Web Stories plugin: As mentioned above, the Web Stories plugin is a must-have for creating and publishing Web Stories directly from your WordPress site.
• Canva: Canva is a graphic design tool that makes it easy to create stunning images and graphics for your Web Stories.
• Adobe Spark: Adobe Spark is a powerful tool for creating and sharing visual content, including Web Stories.

Do’s and Don’ts

Here are a few do’s and don’ts to keep in mind when creating Google Web Stories:

Do’s

• Keep it short and sweet: Web Stories are meant to be short and easy to consume, so try to keep your stories to around 10 pages or less.
• Use high-quality images and graphics: Web Stories are all about visuals, so make sure to use high-quality images and graphics to grab your audience’s attention.
• Make it interactive: Use multimedia elements like videos and audio clips to make your Web Stories more interactive and engaging.
• Use compelling headlines and captions: Headlines and captions are important for drawing your audience in and keeping them engaged, so make sure to use compelling and descriptive text.

Don’ts

• Don’t overdo it with text: While text is important for conveying your message, try not to overwhelm your audience with too much of it. Use bullet points and short paragraphs to break up long blocks of text.
• Don’t use low-quality images: Low-quality images can distract from your message and turn off your audience, so make sure to use only high-quality images and graphics.
• Don’t neglect SEO: While Web Stories are primarily focused on visuals, it’s still important to optimize them for search engines by including relevant keywords and tags.
• Don’t forget to proofread: As with any content, it’s important to proofread your Web Stories to catch any spelling or grammar errors.

FAQs

Here are a few frequently asked questions about Google Web Stories:

1. Q: Can I use Web Stories on any website?

A: Yes, you can use Web Stories on any website that supports the AMP framework.

2. Q: Can I monetize my Web Stories?

A: Yes, you can monetize your Web Stories through various methods such as sponsored content, affiliate marketing, and advertising.

3. Q: Can I track the performance of my Web Stories?

A: Yes, you can track the performance of your Web Stories through Google Analytics and other tracking tools.

Conclusion

Google Web Stories are a powerful and visually engaging way to share content on the web. Whether you’re a blogger, marketer, or storyteller, Web Stories provide a unique and interactive format for delivering your message. With the right tools and a little bit of creativity, you can create stunning and immersive Web Stories that will engage and delight your audience.

So why wait? Get started with Google Web Stories today and see the impact they can have on your content. And don’t forget to stay up to date with the latest tips, tricks, and trends by subscribing to our newsletter! Spot us on social media at Blustream Integrated

How does Influencer Marketing play a pivotal role in FMCG Businesses

Consumer markets are meant for final consumption. In the consumer market, companies try to identify and meet the needs of the consumer through their product and service offerings. Additionally, they try to position the products in the consumers’ minds for better awareness and purchases. Fast-moving consumer goods or consumer packaged goods are one classification of the consumer market. Some of the best-known FMCG companies are Unilever, P&G, Coca-Cola, Pepsi, Nestle, Johnson & Johnson, and so on. These goods generally include a wide variety of frequently purchased products such as toothpaste, shampoo, soap, cosmetics, hair oil, and detergents, as well as other non-durables just plastic goods, LED bulbs, paper & stationery, and glassware.  It may also include chocolates, pharmaceuticals, packaged food products, and soft drinks. The distinctive feature of these products is that they need to be immediately consumed. These fast-moving consumer goods are of low unit value with high volume potential. As the product may be consumed once, it may require frequent purchase. These goods have faster access to field data. They have the ability to customize raports structure and format. It helps in making cumulative profits, and so in diversification. 

What is the role of influencer marketing in assisting FMCG brands to achieve credibility?

FMCG companies are a big part of the consumer’s life. Therefore big exposure is a challenge for the brands, especially in the digital space, when they share their commitment to bigger calls such as sustainability or social impact. These brands have two challenges in two ways. First, if you are a fast consumer goods brand, which is one of the biggest ones, and you are competing with the other great brands, differentiating among them is a challenge for marketers. Because all of them are raising their voices. Another issue is that of credibility. Being a big corporation, it is more difficult to gain credibility, because you are not only having a local impact but you have a global impact too. The consumer nowadays is more informed than ever before in terms of social causes, impacts, etc. So in order to communicate to the customers, the purpose and the standard the brand is taking on social causes, in an authentic and informative way, the brands need to work on maintaining consistency. 

The power of the voice of influencer marketing in the FMCG business was highly remarkable during the pandemic situation. Since the pandemic situation started, more FMCG brands have moved to social media heavily.  The role of influencers is to achieve capillarity, as with them, you can reach out to a lot of audiences from different nationalities, and different topics of interest. The most important thing about influencers is feedback. They also allow you to commit people to your business’s purpose. Once they do this they can also pass the message to their followers, which will make their followers feel it more genuinely. Therefore it is pretty clear that influencer marketing and FMCG business work as a power couple. 

FMCG products which are based on monthly or weekly purchases are sold at low cost. Their purchase usually takes place in stores. But with the pandemic situation, everything changed online to the digital space. In this situation, social media influences provide the perfect assistance for consumers to find their necessary products. As a result of this, FMCG brands have increased their total marketing budget on such content creators. This is all because word of mouth is the most valuable marketing strategy that can be applied to any business. 

Benefits of having influencer marketing strategy applied in FMCG business 

• Gives credibility and builds trust

Social media marketing or influencer marketing provides the best option for the marketing of FMCG products which were, before the pandemic, purchased in-store. In the times when consumers were apprehensive to go to physical stores, online stores have helped a lot. With the help of influencers, the FMCG brands were able to reach out to their audience, build more credibility and thereby create a successful trusted relationship between the consumers and the business. 

• Increased ECommerce sales

Any brand in order to gain more acceptance and wide reach needs to be active on social media platforms to create engaging, and active online audiences. This was crucial, especially during the pandemic situation. With the promotion from content creators, the FMCG brands began to create and grow their online presence which in turn helped in increasing E-Commerce sales. 

• Helps to keep pace with the digital age

Many brands have continued with in-store purchases for years. With influencer marketing and the subsequent growth that happened with regard to eCommerce sales and great profits, the brands had also undergone a great transformation financially and also in the digital space. It has created an impact on digital transformation. 

FMCG companies are fastest selling companies. These goods sell quickly and they have a short shelf life. They are highly demanded by consumers and they are of different kinds. There are many pros of FMCG but on the other hand, there are also some constants relating to this. Many big companies are producing FMCG products. Furthermore, they are highly affected by the COVID-19 pandemic. People are not allowed to come out of their homes which reduces their buying capacity. Some people did hoarding of products which could result in high demand and high prices for the products. So in short, influencer marketing has played a crucial role in the growth of FMCG businesses.