To understand this concept, we must first know what the word “mindfulness” means: it is a very ancient meditation technique that focuses on being aware and present in the here and now. It is about focusing on the person and their needs, which is applicable in any field.
As we have seen before, mindfulness is a philosophy, a way of staying in the present and being aware of what is happening right now. Applied to the world of marketing, it translates as “conscious marketing”.
Satisfying the needs of your consumers with your products/services, collaborating with an NGO, holding raffles or contests on Facebook giving away a product/service every X time, is no longer enough.
It’s about making sure that your objectives are also theirs, that is, mindful marketing seeks to make the consumer aware of what he or she is consuming, and that he or she knows that by doing so he or she is contributing in some way to society, whether it be by caring for the environment or promoting social inclusion.
Mindful marketing aims to connect with the client in a deeper way, to add their values to our product in such a way that the consumer feels totally identified with your brand. Knowing that if they consume your product, they are doing a good deed with society.
That is why it has become a marketing trend for this 2020 and we must be prepared to carry it out successfully.
Many companies already carry out this type of action as part of their corporate social responsibility or to generate brand image, because they consider that in this way they contribute in some way to society, and this is so, but not as part of a digital marketing strategy developed on purpose to meet an objective: that their audience feel that their decision contributes to improving the world in some way.
This is what mindufl marketing is all about, producing, marketing and providing people with products or services that benefit everyone, either because they are products that are made from biodegradable, compostable and/or recyclable material; because you use electric transport to reduce the consumption of emissions; because once a month, or a year, you donate a % of your profits to associations or charity events etc.