Marketing lessons from the Vatican

Pope Francis“Find new ways to spread the word of God to every corner of the world”.Pope Francis

Stay on top of new trends. Once upon a time advertising agencies had only radio, newspapers and TV to distribute their content. Needless to say, today that list seems ridiculous. May it be viral marketing or social media, marketers need to stay ahead of the curve when it comes to new channels of communications.

“Work ends up dehumanising people”Pope Francis

Don’t lose touch with reality. In the world of advertising, it is important to stay in touch. Sometimes when we get caught up between the four walls of our office and a deadline, we lose touch with the real world and that can have some disastrous consequences. Don’t let it happen to you. Your job is your means to earn money, not your life.

Pope Bendict“The digital environment is not a parallel or purely virtual world, but is part of the daily experience of many people, especially the young”.  Pope Benedict XVI

Go online if you want to reach the young. Nowadays people spend more time online than ever before. We read our news online, we watch our TV Shows online and we shop online. It makes only sense that marketing is there as well. BUT do you really know how much teenagers and kids are invested nowadays? In case you don’t know, a recent study shows that US teens recognise YouTubers more than mainstream celebrities.

Social networks are the result of human interaction, but for their part, they also reshape the dynamics of communication which builds relationships: a considered understanding of this environment is, therefore, the prerequisite for a significant presence there.” – Pope Benedict XVI

johnpaulii052wayDo not underestimate social media. In the quote above the former Pope Benedict XVI speaks about how social media is about human relationships and how important it is to understand that before jumping on the hashtag bandwagon. A poorly thought social media marketing strategy can cause more trouble than it is worth. They say that any kind of publicity is good publicity, but not on social media.

“Young people are threatened… by the evil use of advertising techniques that stimulate the natural inclination to avoid hard work by promising the immediate satisfaction of every desire”. – Pope John Paul II

Be ethical. The question of ethics can be a complicated one. Most people would like to believe that it is a black and white issue, but in reality, there are many shades of grey. Ethics are influenced by geography, culture, politics and time, among other things. Still, there is an ethical advertising standard that marketers can adhere to.