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Tuesday, June 19 • 2:00pm - 3:00pm
Consumers Want More: Values-Based Marketing

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Doing good is good business. Companies can and should contribute in some way to their communities. It’s the right thing to do, and it can differentiate a company from its competitors while benefiting the bottom line.

Consumers and businesses aren’t buying just based on their needs, they increasingly want to purchase from companies that represent their values. Technology and globalization have helped foster this change. Both have resulted in more convenience and product choices for consumers and businesses. There are also numerous mature product categories, meaning there are multiple offerings of essentially the same product, with less opportunity for differentiation.

Values-based marketing campaigns often involve nuanced and complex human emotions. The interactive nature and targeting tools available with digital marketing are ideal for having such a dialogue with your target audience. Social media channels such as Facebook, Instagram, Twitter, Snapchat and YouTube allow a company to engage with their audience on more sensitive topics.

Program Partner / Speaker
avatar for Kevin Ketels

Kevin Ketels

President, Kyrris
Kevin Ketels is President of Kyrris Marketing, a Detroit marketing and communications agency, as well as an Adjunct Professor of Marketing in the Mike Ilitch School of Business at Wayne State University.


Attendees (73)