A Corporate Marketing Perspective


Today, many brands appear that are trying to advance, but not many succeed. Corporate and brand interaction and engagement via social media is inconceivable on any other communication channel. Our clothing brand is the clothing of a modern person. Most modern people are on the Internet in social networks, which makes it immediately apparent that the emphasis on advertising should not be placed on TV advertising.

The marketing strategy should be illusionary, individual, and alluring for viewing and further contact with the brand. Our clients are young people, over 20 years old, who need a particular approach in advertising because these people are oversaturated with advertising. Each sale comes from the fact that the buyer saw an advertisement on the Internet and decided to come. This paper was written to identify a marketing strategy for a clothing store.

Buzz Marketing

Buzz marketing has gotten little ethical examination. Engaging consumers and taking advantage of consumer interactions have been significant marketing goals for marketing managers for some time now. It seems that the number of connected marketing techniques is only growing as marketers use their creativity to develop new methods for reaching their target audiences, engaging them, and, perhaps most important of all, stimulating word of mouth (WOM), which is generally defined as consumers sharing marketing-relevant information WOM.

As a result, several creative linked marketing tactics have raised ethical red flags. These techniques include false blogging, bribery of third-party bloggers, and hidden live buzz ploys carried out by masked business employees. They may be effective short-term, but they might backfire and drive away consumers if they are not performed with utmost care and compassion and exposed and explained promptly.

There are two forms of live buzz marketing, which differ depending on who generates WOM. Live peer-to-peer marketing refers to circumstances in which regular people are urged to spread WOM about a product, service, or brand, maybe in exchange for product samples or reward points. Brand endorsement, product seeding, as well as brand ambassador initiatives are all examples of live peer-to-peer marketing variants. Live performer to peer marketing entails the employment of trained, qualified performers who act as brand champions in specified locations where target customers are likely to be located.

Corporate Marketing

Corporate marketing is a concept that focuses on customers, stakeholders, society, and CSR/ethics and is implemented through an organizational-wide attitude and culture. According to Jukić, when it comes to expressing company identity, employee behavior is a critical component. (2019, p. 10) In addition to the products and services reasoning, there is a corporate marketing justification. It is influenced by the firm’s identity-based perspectives: this is a viewpoint that values corporate identities and corporate branding. The latter serve as separate venues for the development of multilateral, organizational, and stakeholder/societal connections that benefit everyone.

The corporate marketing approach is also conscious of its societal, ethical, and CSR obligations. All workers have responsibility for the corporate marketing orientation, but top management and the CEO, in particular, have ultimate guardianship.

Corporate communication is used to assess social trends and develop company practices that can assist the firm in innovating and adapting to societal changes. The purpose of public relations experts is to provide the client with an interpretation of the public and provide the public with an understanding of the client; the consumer influences action and helps to form public opinion.


Marketing efforts that provide customers the opportunity to make purchases for causes other than personal gain are known as cause-related marketing (CRM). According to Juanamasta et al., to maintain client loyalty despite changes in consumer tastes and changes in the environment, firms competing with each other must fulfill the needs, wants, and expectations of consumers. (2019, p. 2004). When customers engage in revenue-producing transactions that meet organizational and individual objectives, CRM is described as a marketing activity that involves creating and implementing an offer from the business to give a set amount to a designated cause.

Customers’ purchasing incentive is increased as a result of CRM use, and customer relationships are strengthened. CRM is a vital promotional tool for many organizations, and it is widely used. In CRM, consumers are told that a portion of their purchases or transactions would be contributed to a charity or used to promote a social or ethical cause. CRM study has also looked at the bundling of items with charity contributions, philanthropy, and socially aware consumerism, among other topics.


In my opinion, buzz marketing today is one of the most demanded and working since today people live in a world of continuous competition, where every second brand must surprise their customers and declare themselves. People will remember direct communication with customers and brand advocacy as a good advertising campaign rather than imposing spam. CRM is a way to promote your product; however, it is not as colorful as buzz marketing, which is supported by lively emotions, which makes this model not so attractive for customers; however, most large companies use this model, as it conveniently works in a pair of client-business.

Corporate marketing can be an excellent addition to an already working model, as it considers an important aspect as the client’s culture; this model would work well with buzz marketing. The combination of buzz marketing and corporate marketing will perform well as a single strategy in developing and acquiring new customers for our modern clothing brand.


Juanamasta, I. G., Wati, N. M. N., Hendrawati, E., Wahyuni, W., Pramudianti, M., Wisnujati, N. S., Umanailo, M. C. B. (2019). The role of customer service through customer relationship management (CRM) is to increase customer loyalty and good image. International Journal of Scientific and Technology Research, 8(10), 2004-2007.

Jukić, D. (2019). Strategic analysis of corporate marketing in culture management. Strategic Management, 24(1), 10-18.

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BusinessEssay. "A Corporate Marketing Perspective." August 31, 2023. https://business-essay.com/a-corporate-marketing-perspective/.