As our culture has been challenged by myriad mounting environmental, equality and social justice issues over the past year, the idea of brand purpose has begun to take center stage. Today, nearly two-thirds of global consumers prefer to buy goods and services from companies that stand for a shared purpose that reflects their personal values and beliefs.
As more and more brands take their advertising in-house, the need for trusted external partners has never been greater. Increasingly, marketers are seeking partners who can plug the holes and deliver on-demand expertise in areas your internal organization might lack or not justify the large investment.
The field of athlete marketing is equal parts exciting and intimidating. Partnering with professional athletes will help you build trust with consumers, target hyper-local audiences, and generate incredibly valuable content to reuse in other marketing channels, but athletes are often difficult to get in touch and negotiate a deal with. That’s why my team and I created MarketPryce, a two-sided marketplace for athletes and brands to find each other, connect, and close deals.
In just a few quick years, values have become incredibly important to marketing. Recent surveys show that 72% of U.S. consumers believe it’s “more important than ever” to buy from brands that truly reflect their values; 87% say they would switch brands on this basis; and 65% report boycotting previously-purchased brands because of their position on key issues.
When the 2020 Marketing Technology Supergraphic was released earlier this year, the number of providers exceeded a staggering 8,000, a 5,233% increase since the tracking started a mere 9 years ago.