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Effect Marketing

Definition Effect marketing is a phrase coined by Michael Martin, founder and CEO of EFFECT Partners, a social change marketing agency based in Minneapolis Minnesota. The term is used to describe the next generation of cause marketing, which is considered any type of marketing effort for social and other charitable causes. Whereas, cause marketing is typically designed to leverage a cause to drive monetary transactions and influence consumer behavior, effect marketing is designed to actually create lasting social change rather than singular promotional activity often associated with cause marketing. Strategically, effect marketing is an alignment of consumer purchase decisions and socially responsible consumer behavior with a brand. The concept is based on the premise that stronger brand connections occur when a consumer makes a positive change in the world. Effect marketing is designed to create quantified social impact that, in turn, grows brands in both the short and long term by authentically building brand attributes and increasing brand loyalty. This long-term strategy aims to actually embed social change into the core identity of the brand and, as such, is part of the brand architecture. While many examples exist of of cause marketing campaigns that have become inseparably aligned with the brands that ran them, cause marketing campaigns are typically developed in the marketing plan stage rather than the brand architecture level.

External Links What is Effect Marketing? Cause and Effect Marketing