ORGANIC, DIGITAL,SOCIAL MARKETING

AND ETHICS IN MARKETING

MODULE VI
 ORGANIC PRODUCT MARKETING
• In recent years, retail sales of organic foods have
blossomed as consumers have educated themselves
about potential benefits associated with buying
organic.

• Marketing efforts for organic food usually focus on

these values, presenting the product as
environmentally friendly (Universalism), healthy
(Benevolence), and as a means of bucking the system
(Independent thought and action).
• Even if consumers have positive attitudes toward
organic goods and wish to purchase them, they
might be turned off by the high prices. The best way
to increase motivation to purchase goods is to
engage in strategic educational marketing campaigns
that emphasize the positive attributes of organic
goods to the masses.

• Apparel and other non food items make up the

second-fastest growth category. Organic cotton
grown by farmers who fight boll weevils with
ladybugs, weed crops by hand, and use manure for
fertilizer has become a hot product at retail.
Marketing tactics to introduce Organic Product

1. Tell a story
2. Keep it simple
3. Find an influencer
4. Hit the (farmer’s) market
5. Emphasize the benefits
6. Leverage the social media platforms
7. Invest into paid social media advertising
8. Be different
 INTRODUCTION TO DIGITAL MARKETING
Digital Marketing id also defined as ‘Internet
marketing’, ‘web marketing,’ or ‘online marketing’.

Digital marketing may be defined as the promotion of

brands or products through different forms of
electronic media. These forms could be website, blogs,
social media, mobile, application search, banner ads,
etc.
 OBJECTIVES OF DIGITAL MARKETING
The primary objective of digital marketing is to provide
online presence to your business through website and
social media. You can spread awareness about your
brand and provide support to your customer by
handling their grievance and queries, which ultimately
leads to sales, customer acquisition & satisfaction.

The five main objectives of Digital marketing are

discussed below.
1. Build a brand

• Internet marketing objectives often include building a

brand. This means not only establishing your logo and
company name in the minds of consumers, but also what
your company stands for.

• The Internet is a great tool for building the trust,

because it has a wide reach and allows you to directly
connect with individuals. Social media is particularly
useful when building a brand, because it allows
companies to create and post with a more personal feel.

• Organizations have discovered that this kind of brand-

building can be fostered by the use of social media
channels such as Facebook, Twitter, Instagram and
Pinterest.
• In addition to organic posts on these sites,
companies can build brand recognition by paying for
advertisements and placements.

• This takes patience on the part of the organizational

leaders, because trust and loyalty are developed over
many months, and sometimes years. The key is to
stay focused on the results.
2. Improve local SEO

• Many small businesses, as well as companies focused

on increasing sales in specific geographic region,
focus much of their marketing efforts on improving
their local SEO. This means optimizing various
elements on their sites in order to attract local
customers who are looking for the services they
provide.
3. Increase qualified traffic

• Every business owner wants to see numbers rise in

terms of visitors to their site and landing pages.
However, those numbers are meaningless if they
aren’t the right kinds of traffic.

• Not every visitor to your site is going to make a

purchase. That’s just the way of the Internet, and
should be accepted. However, if none of your site
visitors make purchases (or contact you), you are
likely attracting “unqualified” traffic, or visitors who
have no intent of becoming a customer.
4. Increase revenue

• The primary goal of any marketing strategy is

ultimately to increase revenue, and Internet
marketing is no exception. The Internet provides
plenty of opportunities for every business to improve
their bottom line.

• By combining search engine optimization, or SEO,

with pay-per-click ads, or PPC, your company can
improve the chances that potential customers find
you online. And with strategies like content
marketing and social media marketing, you can
position yourself as an expert in your field who also
cares about your clients.
5. Manage online reputation

• In an age when anyone with a computer or

smartphone can post their opinions about
companies, products, and services for the whole
world to see, it’s important for businesses to
maintain a solid online reputation.

• This means monitoring your company’s name,

maintaining social profiles, and responding to bad
reviews accordingly.
 5 S’s of Digital Marketing
1. Sell – Grow sales
• How benefit is delivered: Includes direct online sales
and sales from offline channels influenced online.
Achieved through wider distribution to customers
you cannot readily service offline or perhaps through
a wider product range than in-store, or lower prices
compared to other channels

• Example: Achieve 10 per cent of sales online in

market.
• Increase online sales for product by 20 per cent in
year
2. Serve – Add value

• Achieved through giving customers extra benefits

online or inform product development through
online dialogue and feedback.

Example:
• Increase interaction with different content on site
• Increase dwell-time duration on site by 10 per cent
(sometimes known as ‘stickiness’)
• Increasing number of customers actively using online
services (at least once per month) to 30 per cent
3. Speak – Get closer to customers

• Creating a two-way dialogue through web interactions

like forums and surveys and conducting online market
research through formal surveys and informally
monitoring conversations to learn about them.

Example
• Grow email coverage to 50 per cent of current customer
database
• Survey 1000 customers online each month
• Increase visitors to community site section by 5 per cent
4. Save – Save costs

• Achieved through online email communications, sales

and service transactions to reduce staff, print and
postage costs. Savings also accrue through ‘web self-
service’ where customers answer queries through online
content.
Example:
• Generate 10 per cent more sales for same
communications budget
• Reduce cost of direct marketing by 15 per cent through
email
• Increase web self-service to 40 per cent of all service
enquiries and reduce overall cost-to-serve by 10 per cent
5. Sizzle – Extend the brand online

• Achieved through providing new propositions, new

offers and new experiences online including building
communities.

Example: Improve branding metrics such as brand

awareness, reach, brand favourability and purchase
intent.
 Digital Marketing Strategies

Website SEO

Online
Reputation
Paid
Management Digital Marketing
Marketing

Digital Social
Analytics Media
Email
Marketing
 Digital Marketing Strategies

Paid Marketing Social Media Email Marketing

Marketing
• Companies use To generate the
channels likes • Generating the business and leads
websites and visitors and from existing and
search engines increasing the new clients via mail
to promote brand
their services awareness using Plan email
• Display Social Networks marketing strategy,
advertising on • Target both paid newsletter design
external sites and free and engage with
• Ads in Mobile marketing target audience
Apps strategies in
• Video Ads in Social
Youtube
• Remarketing
strategies
 Digital Marketing- Overview Strategy
Digital Marketing
Search Engines/SEO Paid media Social Media
Components of Digital Marketing
• Audience - Real people who
will read content, watch video
or listen to audio
• Content – is what the audience
will consume
• Context - Define subject and
objective of the content(Text,
image, video, audio)
• Media – Inbound & Outbound
Content + Context= Message
Website/Apps E mail Analytics Blogs
Digital Marketing Channels
Search Engine Marketing
Help target audience find what they
are looking for.
Social Media Marketing
Helps brand engage with target
audience
Company shall use search and social
to gain visibility and engage with
audience using right channels
 SOCIAL MARKETING
Cause-related marketing supports a cause. Social
marketing by non profit or government organizations
furthers a cause, such as “say no to drugs” or “exercise
more and eat better”.

Social marketing goes back many years. In the 1950s,

India started family planning campaigns. In the 1970s,
Sweden introduced social marketing campaigns to turn
itself into a nation of non smokers and non drinkers,
the Australian government ran “Wear Your Seat Belt”
campaigns, and the Canadian government launched
campaigns to “Say No to Drugs,” “Stop Smoking,” and
“Exercise for Health.”
Examples: As a brand of Unilever, Dove has been on a
mission to help women look and feel beautiful by offering
care products and educational workshops that focus on
the value of body image and self worth.

According to Dove’s website, “In the 11 years since the

Dove Self-Esteem Project was launched, more than
625,000 teachers have delivered a Dove self-esteem
workshop and more than 1.5 million parents have
engaged with its online content.”
 Coca Cola and WWF’s Arctic Home
As everyone knows, the Polar Bear has been Coca
Cola’s unofficial mascot for years. So when it was
brought to their attention that polar bears were in
danger of losing their home, Coca Cola teamed up with
the World Wildlife Fund to raise money for research
and conservation efforts that will help preserve the
melting ice caps where polar bears roam and hunt for
survival.

The majority of the funds raised were collected via text

messages; consumers of Coca Cola texted package
codes, which amounted to $1 per message. Coca Cola
intends to raise $2 million per year and $10 million in 5
years
Choosing the right goal or objective for a social marketing
program is critical. Social marketing campaigns may try to
change people’s cognitions, values, actions, or behaviour.

The following examples illustrate the range of possible

objectives.

Cognitive campaigns
• Explain the nutritional values of different foods.
• Demonstrate the importance of conservation.
Action campaigns
• Attract people for mass immunization.
• Motivate people to vote “yes” on a certain issue.
• Inspire people to donate blood.

Behavioral campaigns
• Demotivate cigarette smoking and use of drugs.
• Demotivate excessive alcohol consumption.

Value campaigns
• Alter ideas about abortion.
• Change attitudes of bigoted people.
Source Marketing Management by Kotler
 ETHICS IN MARKETING
• Ethical marketing refers to the process by which
companies market their goods and services by
focusing not only on how their products benefit
customers, but also how they benefit socially
responsible or environmental causes.

• To put this another way, ethical marketing isn’t a

strategy; it’s a philosophy. It includes everything from
ensuring advertisements are honest and trustworthy,
to building strong relationships with consumers
through a set of shared values.
• Companies with a focus on ethical marketing
evaluate their decisions from a business perspective
(i.e. whether a particular marketing initiative will
deliver the desired return) as well as a moral
perspective (i.e. whether a decision is “right” or
morally sound).

• Marketing ethics are meant for ensuring fair dealings

with marketing participants – customers, dealers,
employees, government, and the society.
Image via World Fair Trade Organization
Ethical Values
Honesty—to be forthright in dealings with customers
and stakeholders. To this end, we will:

• Strive to be truthful in all situations and at all times.

• Offer products of value that do what we claim in our
communications.
• Stand behind our products if they fail to deliver their
claimed benefits.
• Honour our explicit and implicit commitments and
promises.
Responsibility—to accept the consequences of our
marketing decisions and strategies. To this end, we will:

• Strive to serve the needs of customers.

• Avoid using coercion with all stakeholders.
• Recognize our special commitments to vulnerable
market segments such as children, seniors, the
economically impoverished, market illiterates and
others who may be substantially disadvantaged.
• Consider environmental stewardship in our decision-
making.
Fairness—to balance justly the needs of the buyer with
the interests of the seller. To this end, we will:

• Represent products in a clear way in selling,

advertising and other forms of communication; this
includes the avoidance of false, misleading and
deceptive promotion.
• Reject manipulations and sales tactics that harm
customer trust.
• Avoid knowing participation in conflicts of interest.
• Seek to protect the private information of customers,
employees and partners.
Respect—to acknowledge the basic human dignity of all
stakeholders. To this end, we will:

• Value individual differences and avoid stereotyping customers

or depicting demographic groups (e.g., gender, race, sexual
orientation) in a negative or dehumanizing way.
• Listen to the needs of customers and make all reasonable
efforts to monitor and improve their satisfaction on an on
going basis.
• Make every effort to understand and respectfully treat
buyers, suppliers, intermediaries and distributors from all
cultures.
• Acknowledge the contributions of others, such as consultants,
employees and co workers, to marketing endeavors.
• Treat everyone, including our competitors, as we would wish
to be treated.
Transparency—to create a spirit of openness in
marketing operations. To this end, we will:

• Strive to communicate clearly with all constituencies.

• Accept constructive criticism from customers and
other stakeholders.
• Explain and take appropriate action regarding
significant product or service risks, component
substitutions or other foreseeable eventualities that
could affect customers or their perception of the
purchase decision.
• Disclose list prices and terms of financing as well as
available price deals and adjustments
Citizenship—to fulfil the economic, legal, philanthropic,
and societal responsibilities that serve stakeholders. To
this end, we will:

• Strive to protect the ecological environment in the

execution of marketing campaigns.
• Give back to the community through volunteerism
and charitable donations.
• Contribute to the overall betterment of marketing
and its reputation.
• Urge supply chain members to ensure that trade is
fair for all participants, including producers in
developing countries.