Many see it only as a trend, but In recent years, sustainability has become one of the most obviously important advertising topics in marketing. Even many investors have already recognized that companies that do not pursue a concept of sustainability in their corporate philosophy will be worthless sooner or later. The certainly biggest marketing requirement is still to create a brand’s relevance for the customer. All marketing agencies should therefore ask themselves the following question: Is it enough to just greenwash as before, or do elaborate green marketing campaigns need to be developed for a “modern” company? Sustainability must obviously be at the core of the company’s corporate communications.
Sustainability should, therefore, no longer be seen as just a trend. It is much more an essential task of marketing to see the topic as a real asset for a company. And it must fit the DNA of a brand. The challenge is to position it credibly and authentically, to communicate it, and to integrate it consistently into the company’s entire value chain.
Thus, the aim is to focus on sustainability and quality and achieve continuous growth.
Business plans and strategies are thus once again on the agenda for already established companies. Due to today’s possibilities of online trade and the worldwide findability of potential business partners and suppliers, direct trade with producers and consumers should be optimized. And this should be done throughout the entire value chain. Distribution should be managed internally and operated via relevant and sustainable marketplaces. This means the products are no longer available everywhere, but that is certainly good to argue. Investors naturally want a company to grow quickly. Here, however, the entrepreneur should stay true to his chosen strategy. The high value and quality can only remain sustainable in this way. And the producers should be paid fairly. Trading via an online store is the central strategy here.
Workshops – Use your marketing agency as your sparring partner
You can rely on the creativity of an experienced agency. However, no one knows your brand as well as you do. A key guarantee for success is the proximity to your creative agency. Therefore, a workshop should be held with your agency at least once a year. Goals must be clearly defined, and, above all, creative brainstorming should unfold. Thus, first of all, every idea counts. The challenge is to ignite your creativity within the company and then develop it with strong innovation combined with the know-how of your agency with an understanding of trends. And it’s important to stay on the ball by doing so. This is the only way to create an exciting mix of creativity, transformation, expertise, and continuous improvement.
Intelligence, gut feeling, heart, and the ability to implement
A successful collaboration with a marketing agency requires intelligence for clear analyses, gut feeling, and heart for the necessary emotionality, and the knowledge of what is fundamentally right for the brand. Then all that’s missing is a good portion of genuine implementation ability.
Of course, an implementation by the future marketer also expects courage and a willingness to take risks. This is where leaving the comfort zone is called for – something that often doesn’t happen.
Let’s talk briefly about risks.
That also means climbing a new learning curve and actually experiencing something. In the world we currently move in, a marketing agency that is not extremely flexible has no future. Or, to put it another way, agencies that want to stay in the market must have holistic strategic creative thinkers and do it all with a good dose of innovative spirit.
Customer centricity is another important topic. You have to focus much more on this. Quote Peter Drucker: “The purpose of business is to create a customer.” To do this, customers’ personal profiles must be better understood and analyzed in much greater detail so that the right individualized content can be offered.
