Cause Marketing
Here are this week’s Marketing News Tidbits:
- Nearly all (98%) of small-business software buyers are shopping for marketing-automation software for the first time, according to a new report by research firm Software Advice, a division of Gartner. The survey found that 47% of small-business buyers are still using manual methods to manage their marketing activities; 17% use industry-specific software; 15% use CRM software; 8% use email marketing software; and only 2% now use marketing automation software. (“Survey: Small Businesses Want Marketing-Automation Software,” AdAge)
- IBM and SilverPop have come out with an ebook entitled The New CMO Guidebook: A Handbook for Marketing Leaders. “It explains how the new CMO can position herself or himself to hit audacious goals during the first year in the job.” (The New CMO Guidebook: A Handbook for Marketing Leaders, Huffington Post)
Good news for businesses and charities. About half of American adults say that companies’ social responsibility practices have a strong effect, or sometimes affects, their purchasing decisions and “who to do business with.” Another 25% say it affects their decisions once in a while.
The Harris Poll also shows that one in four Americans feel that people have a personal responsibility to make the world a better place by being actively involved with various issues and causes. An additional 17% feel people should generally take part in things such as voluntary service, donating to charities, or getting involved in community activities because it is the right thing to do.
In addition, the 2013 Nielsen Company report, “Consumers Who Care,” indicates that people’s commitment to spending more on products from socially responsible companies is growing. From 2011 to 2013, Americans’ willingness has grown from 36% to 44%. In Canada, it went from 33% to 38%.
Now, that’s a win-win for both sectors.
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The Ice Bucket Challenge is still going strong, having raised $62.5 million for the ALS Association as of August 23. Along with that, the criticism continues. Ad Age writer, Anne-Marie Kline, refers to this as “narcissism masked as altruism.”
Recent pundits include Pamela Anderson, who wants the ALS to stop using animals for research. (I understand her passion on this one.)
Bill Dwyre of the Los Angeles Times says, “The sad news is that we seem to need a viral Internet event to stir us up.”
A Catholic archdiocese in Ohio denounced donations to the ALS Association because of the organization’s position on embryonic stem-cell research.
As far as I’m concerned, they’re all wet! Continue reading
