Council on Advanced Marketing Is Seeking a Few Good Advertisers

Hence the creation of the Council on Advanced Marketing within which resides the Laboratory We are now seeking a few good advertisers for the Council If you are interested in helping to shape this effort on behalf of humankind and marketers please contact me at billhumaneffectivenessinstituteorg which has been developing ideas such as these for years and will now have an outlet through which to activate themThere are three things marketers can do which are incremental to their latest good efforts and likely to have even more positive effects on brand growth and quarterly ROIAsk each of your employees individually to think about it and come back and tell the company what it could do to make it an even more inspiring place to work even less frustrating and offering that person even more of a chance to express their own creativity Create and distribute content from this process free to the world so that it may be emulatedUse brand content on television in ad pods as well as in digital where it is already one of the highest ROI digital media Create inspiring content of all kinds food for positive thought quotes from uplifting thinkers quotbrought to youquot by your brand If it catches on also create a free app by which people can tune in to your channel whenever they need a boost Other brands may be doing the same thing by then but each brand will have its own flavor and people will spend more time with the flavors they like best and you39ll want to be on their short list People all browse to find content that will give them a boost and today many settle for cute cat videos or solitaire Your brand can and should have its own channel as a content creator There are no natural barriers like silos in a company all people and organizations do marketing and therefore all can use the whole spectrum of marketing tools including publishing unique original content that helps identify the emotional and ethical levels of your brandDiscover what it is that you can teach young people of all ages what are the most important learnings your company has made Create and distribute content around that But go further offer your content and your people to speak virtually in schools at all age levels Share what you believe will be helpful from what you39ve learned as a company and as individuals Go even further create workstudy programs where people from very early ages can see what it would be like to become a member of your team Give them first opportunity for employment when they are ready Start with summer internships at even earlier grade levelsquotAs corporations have arguably become the most powerful economic and social forces in the world the impact of marketing must be taken seriouslyquot says John Zweig quotIt is after all the means by which corporate value is communicated and therefore plays a vital complementary role linking companies39 products and services to the needs and aspirations of people It is a fascinating and important discipline in its own right as it melds advanced technologies with creative expression it fuses the commercial with the aesthetic and it combines the empirical sciences with the art of intuitionamp160quotThere is no category of knowledge or field of inquiry that falls outside the context of marketing from the broadest societal levels of thinking to the most profound depths of an individual human psyche marketing touches and must embrace everythingquot he continues quotWe are really talking about the collective synergistic manifestation of the fundamental rhythm of civilized life In simpler terms and from the point of view of the customer marketing is everythingquotAnne Bologna agrees quotGreat brands realize their promise from the inside out consider Apple Nike Glossier and Amazon so it39s imperative for corporate leaders to start by igniting their own workforcequot she says quotThe pandemic has been a catalyst for elevating personal purpose and values Gartner surveyed more than 3500 employees around the world and 65 said the pandemic had made them rethink the place that work should have in their life Fiftysix percent said it made them want to contribute more to society It39s no surprise then that as of March of 2022 44 of the workforce is actively seeking a new jobquotThe era of workers providing services purely for monetary purposes is overquot she adds quotEmployees want a place that shares their values and provides a sense of purpose in their lives especially among Gen Z the cohort that represents our future They want employers to recognize their value and provide value to them on a human level While compensation is essential for survival deeper relationships a sense of community and purposedriven work is essential to thrive This is the value that employees expect their employers to provide Among the proof points of that is that in 2022 organizations are adding new measures that assess employees39 mental physical and financial health A Gartner 2020 survey of 52 HR executives found that 94 of companies made significant investments in their wellbeing programsquotBut all this still isn39t enough Which is why John and I fully endorse Bill39s positive and productive suggestions for involving and engaging the employees of your company Companies serving customers are not merely staffed and run by people but rather companies are their people supported by the resources structure systems and most important the real as opposed to the stated mission and values of the business No organization can rise any higher than the capacity of an individual to use his or her own creative powerquotquotThe first task of every marketing company is to provide access to opportunities for its people to express and integrate their own unique powers to know to help to create to persist to win and to becomequot Zweig concludes quotThis is the reservoir from which flows the motivation to work in teams that cut across the boundaries of organizations cost centers and functions and from this derives the power to launch sustain renew and reinvent brands that tap the enormous potential for human benefit and business growthquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Council on Advanced Marketing Is Seeking a Few Good Advertisers

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Bill Harvey

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Council on Advanced Marketing Is Seeking a Few Good Advertisers

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