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Marketing Politics

Marketing is misunderstood and much maligned. The industry is dogged by pejorative associations with concepts such as ‘spin’, ‘hype’, ‘gimmick’ and ‘ploy’, and it is not uncommon for fellow board members to refer to the marketing director as ‘the chief flower arranger’.

 

So it’s perhaps not surprising that when times get tough, marketing gets it in the neck from governments too. Marketing is seen as an agent of consumerism, and is, therefore, an obvious scapegoat for major societal problems such as obesity, binge drinking, global warming and debt. It is much easier for governments to publicly ‘punish’ marketers with legislation that restricts their licence to operate, than it is for those governments to tackle some of the issues themselves. Marketing and democracy provide similar benefits, as I and my fellow author Katherine Jocz outline in Greater Good – How good marketing makes for better democracy (Harvard Business School Press, February 2008). For example, marketers give consumers information and choice, they seek to engage them to earn their loyalty, they try to bring quality and innovation to the masses. Marketing also provides ‘social glue’ via successful exchanges, and improves living standards and consumer wellbeing. Similarly, democracies depend on informed citizens participating in the political process and making choices among political alternatives.

 

They also promote the welfare of all citizens, which leads to improved prosperity. But marketing is better than democracies at providing these benefits. For example, while consumers in the commercial world ‘vote’ every day at the cash tills, citizens have to subsume their individual preference to a collective will, and consume the policies of the party that has been elected. Marketing is also quicker than democracy to spot and embrace new trends, while strong brands can forge the kind of long-term loyal relationships with their consumers that politics, with its mass market approach and lack of any real competition, can only dream of.

 

Marketing is also being used as a force for social good – witness the rising popularity of Fairtrade goods and the commitment to tackling climate change by brands such as Marks & Spencer. Indeed, you could argue that the practice we get as consumers every day in the commercial marketplace makes us better, smarter citizens – which may be why our politicians are frequently such a disappointment to us. The difference in the way politicians and brands ‘advertise’ themselves is further evidence of marketing’s more highly evolved status.

 

Brand advertisements knocking the competition are frowned upon in the commercial world – marketers know that a tit-for-tat war of words turns consumers off the category as a whole – but they are par for the course in politics. The penalties of this approach were obvious in the US Democratic race, where Hillary Clinton and Barrack Obama took every opportunity to undermine each other’s credibility. Their subsequent efforts to present a united front against Republican John McCain in the Presidential campaign were met with understandable cynicism.

 

It is time governments, NGOs and the general public sat up and recognised the positive social and economic impacts marketing has on society as a whole. It contributes significantly to economic development, for example. In the US alone 17 million people hold marketing, sales and customer-service jobs. Marketing also supports the pillars of democratic society. It funds our diverse media, including the internet, giving citizens access to information about political figures, policies and programmes. And marketing knowhow helps public policy makers change citizens’ behaviours by, for example, encouraging seat-belt use, good nutrition and responsible drinking. So instead of treating them merely as taxpayers, donors and voters, politicians should treat citizens as well as marketers treat their customers. They could improve the democratic process as a result.

 

Previously published in the Business Review, Impact Executives

 

Interim Management

About the Author

I am currently a Director of Impact Executives which is a Global Interim Management provider (part of the Harvey Nash Group) and in this role I am at the frontline of dealing with senior clients and candidates across a wide range of change, HR and resourcing issues. I have extensive commercial experience gained through general management and board roles within both Plc’s and also through running my own businesses. I have over 18 years international experience of providing cross-functional resourcing solutions to both global businesses and start-ups. I specialise in the following sectors: Technology, Media, Telecommunications, Pharmaceutical & Biotechnology, and Local Authorities. Visit my blog at http://www.impactexecutives.com/journal/clivesexton or the Impact Executives website at www.impactexecutives.com.

Chris Marriott clip – don’t hide from the marketing democracy

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Agricultural Marketing: Comparative Analysis of U.S. and Foreign Promotion and Research Programs $10.97 New – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, print

Agricultural Marketing: Comparative Analysis of U.S. and Foreign Promotion and Research Programs $12.83 New – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, print

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Agricultural Marketing: U.S. Cotton Market Before and After Import Assessments $11.45 Used – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, prin

Agricultural Marketing: U.S. Cotton Market Before and After Import Assessments $9.63 Used – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, prin

Agricultural Marketing: U.S. Cotton Market Before and After Import Assessments $11.45 New – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, print

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An ACT to Reorganize the Student Loan Marketing Association, to Privatize the College Construction Loan Insurance Association, to Amend the Museum Services ACT to Include Provisions Improving and Consolidating Federal Library Service Programs. $12.82 Used – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, prin

An ACT to Reorganize the Student Loan Marketing Association, to Privatize the College Construction Loan Insurance Association, to Amend the Museum Services ACT to Include Provisions Improving and Consolidating Federal Library Service Programs. $12.85 Used – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, prin

An ACT to Reorganize the Student Loan Marketing Association, to Privatize the College Construction Loan Insurance Association, to Amend the Museum Services ACT to Include Provisions Improving and Consolidating Federal Library Service Programs. $14.27 Used – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, prin

An ACT to Reorganize the Student Loan Marketing Association, to Privatize the College Construction Loan Insurance Association, to Amend the Museum Services ACT to Include Provisions Improving and Consolidating Federal Library Service Programs. $12.82 New – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, print

An ACT to Reorganize the Student Loan Marketing Association, to Privatize the College Construction Loan Insurance Association, to Amend the Museum Services ACT to Include Provisions Improving and Consolidating Federal Library Service Programs. $14.27 Used – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, prin

An ACT to Reorganize the Student Loan Marketing Association, to Privatize the College Construction Loan Insurance Association, to Amend the Museum Services ACT to Include Provisions Improving and Consolidating Federal Library Service Programs. $12.85 New – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, print

An ACT to Reorganize the Student Loan Marketing Association, to Privatize the College Construction Loan Insurance Association, to Amend the Museum Services ACT to Include Provisions Improving and Consolidating Federal Library Service Programs. $14.27 New – The BiblioGov Project is an effort to expand awareness of the public documents and records of the U.S. Government via print publications. In broadening the public understanding of government and its work, an enlightened democracy can grow and prosper. Ranging from historic Congressional Bills to the most recent Budget of the United States Government, the BiblioGov Project spans a wealth of government information. These works are now made available through an environmentally friendly, print

An Introduction to Political Communication $75.38 New – An Introduction to Political Communication introduces students to the complex relationship between politics, the media and democracy in the United Kingdom, United States and other contemporary societies. Brian McNair examines how politicians, trade unions, pressure groups, NGOs and terrorist organisations make use of the media. Individual chapters look at political media and their effects, the work of political advertising, marketing and public relations, and the communicative practices of

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