If the consumer becomes responsible, marketing becomes social

[nurmohammadkhan]

In this way, those who buy do so because they adhere to the philosophy behind a brand, which stops being a simple logo, but becomes a real lifestyle.

If this is a strategically very advantageous resource for the brand that uses it, on the other hand it represents a considerable commitment for the company. A close bond is built between the company and the consumer, who will inevitably have expectations towards the latter, by whom he will want to feel somehow “represented”, in terms of actions and battles.

After all, this is the natural consequence: if the purchase no longer fulfills a simple bahrain phone data functional need, but involves the consumer in a deeper, emotional and personal way, then it becomes an almost identity-based action . In addition, if the company becomes a bearer of values ​​that I share, then I, the customer, expect from the company itself concrete initiatives that carry forward the aforementioned values.

This is why social marketing is becoming increasingly relevant , defined by its first scholars Kotler and Zaltman as " the use of marketing strategies and techniques to influence a target group to accept, modify or abandon a voluntary behaviour, in order to obtain an advantage for the single individuals or for society as a whole " (source: pmi.it).