Advertising is now a $444 billion global business built to persuade and manipulate. But people today are too sophisticated and informed to fall prey to such manipulation. Marketing is entering a new era, one imc2 calls the Relationship Era , where the role of marketing is to foster sustainable relationships between brands and people. This new model, and its fundamental shift in thinking and practice, has the potential to benefit multiple stakeholders simultaneously: employees, customers, suppliers, investors, and society.
Mark McKinney, SVP of Engagement Marketing, and Jonathan Feinstein, Positive Impact coordinator, will lay out the shifting terrain of marketing today and explore what it will take for for-profits and not-for-profits alike to thrive in the Relationship Era. Will success demand a different kind of relationship between these entities? Between marketers, CSR officers, and community-based organizations? Can we already see this shift in new approaches to corporate volunteerism and philanthropy?
Mark McKinney came to the marketing world later in life (his first career was as a professor of medicine, using his Ph.D. in Psychology). After working in management consulting and coaching, he eventually succumbed to the allure of the Internet, where he has been plying his trade for the past 15 years. He has led digital marketing firms for the past eight of those years. Some of Mark's clients at imc2 include The Coca-Cola Company, Procter & Gamble, Pizza Hut, Samsung Mobile, and Booz Allen Hamilton, among others.
Jonathan Feinstein has authored imc2's three GRI-compliant CSR reports and manages the agency's pro bono engagements, volunteer initiatives, philanthropic giving, and environmental impact. He is a founding member of the Net Impact professional chapter in Dallas-Ft. Worth, an active member of the North Texas Clean Air Coalition, and a proud alumnus of Teach For America.
Best Practice Network Webinars are free, hour-long events.
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