Anyone out there using the trend of impact marketing and social enterprise to drive engagement/conversions?
I spend my offline time working with big companies (listed on the stock-market big) advising them on integrating impact into their business and marketing plans. The big trend I’m seeing is more and more companies integrating impact thinking into their messaging.
In e-commerce, I think we are going to see consumers be more and more demanding that businesses are giving back in one way or another. I’m launching a site at the moment to test whether donating a portion of profits will increase conversions or not. Obviously this sin’t going to matter in the ‘guru info products’ sector, but I think it will definitely affect B2C products. We are already starting to see a backlash forming against cheap imported products which is going to really affect drop-shiping and those who aren’t really adding value to their products. More and more people are wanting to understand where their products are coming from and what the impact of that manufacturing process has been.
There are a couple of different models to think about:
- Ethical products (fair-trade, hand-made, etc)
- Donate a percentage of profits to charity
- Buy one - give one (Tom’s shoes, Warby Parker, etc)
Anyone tried using these approaches in conjunction with some of the social media marketing techniques discussed here? Any interest in learning more about this area? If so I’m happy to expand on some of these ideas. Seems to me like there is an opportunity to also be doing good in conjunction with our work here, and it might be a good return on investment.