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Marketing social: resultados casi invisibles

La tendencia que Kotler marcó como la era del Marketing 3.0, esos cambios en las personas y en las empresas que los llevan a preocuparse más por la integridad física, emocional, ecológica y espiritual, ha sido el motivo por el cual las marcas realizan activaciones con fines sociales. Sin embargo existe un tramo desconocido entre las campañas y el impacto real de ellas.

Por ejemplo, el año pasado Green Peace lanzó un comercial en el cual Ken se entera de que Barbie tala árboles para los empaques de sus productos. La producción del comercial es costosa, tal vez no tanto para Mattel y Green Peace, pero genera una inversión. El objetivo de la campaña es que los consumidores exijan embalajes que no deforesten las selvas, lo cual es una muy buena intención de fondo.  La pregunta es ¿realmente impactó en los consumidores esta campaña y cómo se vio reflejado el cambio de conciencia, si es que lo hubo?

Aquí el comercial:

[yframe url=’http://www.youtube.com/watch?v=kO_zpLUOEMg’]

 

Este ejemplo es divertido, pero en realidad ¿tú hubieses hecho algo para exigir el cambio? Te pongo otro ejemplo más fácil. Las imágenes desagradables que se presentan en las cajetillas de cigarros demostrando los daños a la salud que ocasiona el consumo de esos productos. Tal vez la inversión no haya sido grandiosa pero ¿A cuántos consumidores sí impacto? La respuesta es incierta y quizás a la gran mayoría de los fumadores no les importó.

El motivo de este post no es invalidar o desvalorizar las acciones sociales; al contrario, se felicita a las marcas que realizan campañas e invierten recursos en la planeación y producción sin tener retribuciones económicas. Es simplemente una reflexión para que, al momento de llevar a cabo una acción de este tipo, se piense muy bien en el resultado que se quiere obtener. Buen día, comunidad.

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