In a DSM article from 2019, entitled Why a company’s mission is integral to digital marketing, we spoke about how a company must have a corporate mission if they are to have any marketplace success. After all, how can a brand know where they’re going if they don’t know who they are? A corporate mission is arguably the most important piece of branding a company can have. Let’s take a look at why that is, and how it fits in the digital marketing:
What’s a mission statement?
A mission statement sums up, in one or two sentences, the entire purpose for a brand’s existence. It usually features three main components:
- Purpose: This is the reason why the company went into business in the first place. In the context of digital marketing, marketers should ask themselves WHY they’re engaging in the activities they do, and how those activities are aligned with the overarching corporate mission.
- Strategy & scope: Here the company’s mission should reveal what products it offers, and how these are able to enhance the lives of their target audience members. It should also talk to the company’s competencies in their field (like creating effective marketing content).
- Values: This part also includes insight into the company culture, as well as business principles, commitment levels, and insight into what the brand strives for. In the digital marketing context, this can be information pertaining to online ethics, GDPR compliance, POPI compliance, etc.