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BizReport : Advertising archives : January 20, 2009


Report: Consumers like a cause

It is no secret that consumers like products that they can get behind, not just buy. Cause related marketing has begun to move into it's own advertising category and according to one report, consumers just keep logging on.

by Kristina Knight

ctp.gifLate in 2008 ChangingThePresent.org launched a cause marketing campaign to help consumers connect with and purchase items from other non-profit organizations. As can be expected traffic skyrocketed throughout the holiday shopping season as consumers looked for unique gifts for friends and family; what is interesting is that the traffic has continued to spike. Since the November campaign launch traffic to the site has increase more than ten times over to reach nearly 80,000 unique visitors per day.

"If it were [simply seasonal increases], traffic would have come to a sudden halt Christmas Day. In fact, traffic has continued to increase as more people see your spots," said Robert Tolmach, chief executive, ChangingThePresent.org "December 24 traffic, which might be expected to be as peak, was 25,196. Yesterday (Jan. 12), in what is traditionally the doldrums for retailers and charities, we hit 76,563."


No matter what your business size - national to regional to local - cause marketing is a simple way to appeal to more consumers. Local marketers and etailers, especially, have a unique opportunity to tap into the local market by assisting local non-profits, which are always in need of help.






Tags: cause marketing, ecommerce, local advertising, online advertising








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  • I'm a cause marketing and CSR blogger. This is a trend that I am very happy to see :)





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