What is cause-related marketing?
Social marketing is a strategy in which a brand engages in specific social or environmental initiatives to promote its products or services at the same time. The key element here is A direct link between social activities and sales.
- Example: “For every purchase, we donate 1% to the fight against hunger.”
What is business social responsibility (CSR)?
CSR is a broader approach that encompasses all of a company’s activities to positively impact society and the environment. CSR doesn’t have to be directly related to sales – rather, it’s a philosophy of the company.
- Example: A company implements a zero waste policy in its offices or supports local communities through employee volunteering.
Differences between social marketing and CSR
| Aspect | Social media marketing | CSR |
|---|---|---|
| Purpose | To promote the brand and increase sales. | Positive impact on society and the environment. |
| Link to sales | Direct (e.g., % of purchase goes to target). | Not always direct. |
| Scale | Specific campaigns or initiatives. | Long-term company strategy. |
| Communications | Often promoted in marketing campaigns. | May be less visible in communications. |
How to use both approaches in brand strategy?
- Combine social marketing with CSR
You can use social marketing to promote your CSR activities.- Example: If your company has introduced a zero waste policy, you can organize a campaign in which customers get a discount for bringing their own packaging.
- Be authentic
Whether it’s social marketing or CSR, authenticity is key. Customers will quickly sense if your actions are just for show. - Communicate your actions
Don’t be afraid to talk about what you are doing for society and the environment. Customers want to know that their choices matter.- Example: Publish CSR reports, show progress on social media, hold educational events.
- Engage customers
Encourage customers to participate in your initiatives. This increases their commitment and loyalty.- Example: Hold a charity collection where customers can donate unwanted items.
Examples of effective combination of social marketing and CSR
- Patagonia
Patagonia is a champion of both CSR and social marketing. Their activities, such as “1% for the Planet” (CSR), are promoted in marketing campaigns that encourage customers to support environmental protection. - IKEA
IKEA is committed to sustainable development (CSR), such as using renewable materials. At the same time, it organizes social campaigns such as furniture collections for the needy (social marketing). - Ben & Jerry’s
Ben & Jerry’s combines CSR (e.g., fair trade ingredients) with social marketing, organizing campaigns for social justice and climate.
How do you measure effectiveness?
- Social media marketing:
- Number of customers involved in the action.
- Increased sales during the campaign.
- Social media engagement.
- CSR:
- Real impact on society and the environment (e.g., amount of water saved, reduction in CO2 emissions).
- Customer and employee feedback on CSR activities.
- Brand image in opinion polls.
Summary
Social marketing and CSR are two different but complementary approaches. Social marketing focuses on specific campaigns that promote the brand and increase sales, while CSR is a long-term strategy that aims to positively impact society and the environment.
The key is to combine both approaches into a coherent strategy that is authentic and valuable to both the brand and customers.
