NEWS: Good causes to become next big marketing tool

Seventy per cent of marketing directors questioned in a report released last week believe cause related marketing (CRM) initiatives like Cadbury’s Strollerthon will become a more valued tool over the next two years.

Seventy per cent of marketing directors questioned in a report released

last week believe cause related marketing (CRM) initiatives like

Cadbury’s Strollerthon will become a more valued tool over the next two

years.



The survey, commissioned by Business in the Community (BITC), reveals

that 67 per cent of community affairs directors and 59 per cent of chief

executives from 450 companies believe that CRM will grow in importance.



Despite this, the report showed marketing directors devoted just one per

cent of their average pounds 24 million budgets to CRM last year.



BITC, a charity which encourages corporate community involvement, has

set up a committee to promote CRM as a ‘mainstream marketing

activity’. The committee defines CRM as ‘the activity by which a company

with an image, product or service to market builds a relationship with a

cause for mutual benefit.’



Analysis p7



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