Quid Pro Quo in Marketing – Opportunistic Failure
- What exactly is Quid Pro Quo?
A quid pro quo, in financial terms, is a consensual agreement between parties that considers each member of the party in exchange for the commodities or services that they have each profited from obtaining.
It is analogous to an exchange transaction in which one firm uses the services of another company in exchange for the products of that company. In Latin, the phrase “Quid Pro Quo” means “something for something.” In this form of arrangement, the emphasis is on the equal worth of the goods or services provided by each partner to the other.
Brand Activism isn’t a transactional (i.e. paid to speak on behalf of) transaction like lobbyists or others for money. Instead, brand Activism in 2021 will be more like a contract with the policy-making community that isn’t legally binding. The contract will be heavily based on an alliance to help one another’s interests, such as climate change or religious freedom.
Don’t get me wrong. Brand Activism and lobbying have a long history, but they are now more reasons these brands should be “curated” ( not cancelled from our buying.
- Quid Pro Quo in Digital Marketing
As a mega-company, I really want to be part of the solution. My ethos is, “Let me do something to help solve a societal problem.” Therefore, I almost always take the donation with strings attached. What’s nice is I know it’s because I deserve to be paid.
Boiling it down, Digital Marketing is an incredible, incredibly lucrative business.
As a result, Digital Marketing is heavily influenced by customers and/or clients’ views of their role in the greater good and how Digital Marketing can help solve social issues or “campaigns”.
Brand Activism Example QUID PRO QUO Failure – #101
ExxonMobil’s recent activities that emerged has taken them from a company with a bad prior reputation to one now further perceived as self-interested, and there is a tremendous level of suspicion from the customer’s around this brand’s intentions.
ExxonMobil’s most recent digital foray is the creation of its first-ever smartphone application. Based in Fairfax, Va., the business launched the “Exxon Mobil Fuel Finder” App for iPhone and iPod Touch yesterday, which can be downloaded for free from the Apple App Store.
This new app also has an “Our Gasoline” feature where users can discover how Exxon and Mobil fuels help clean intake valves and keep important engine parts clean, such as fuel injectors.
ExxonMobil released a similar station finding tool for GPS devices earlier this year. Customers can download Exxon and Mobil service station locations to their devices using the ExxonMobil station locator feature, which is compatible with top consumer GPS systems such as Garmin, TomTom, and Magellan.
“We’ve gotten a lot of positive response on that,” said Ben Soraci, ExxonMobil Fuels Marketing’s the US, retail sales director. “It’s been downloaded by a large number of people.”
However, a digital marketing failure occurs when your brand’s senior ExxonMobil lobbyist appears to have accidentally divulged how the oil industry uses its political clout to undermine climate action.
“Did we fight some of the science vehemently? True, “Exxon (XOM) lobbyist Keith McCoy stated during a covertly taped job interview captured by Greenpeace’s UK investigative platform.
According to Harvard research, Exxon utilises Big Tobacco’s playbook to downplay the climate crisis.
“Did we form any shadow groups to oppose some of the early efforts? Yes, that is correct, “McCoy stated in the footage released by the UK’s Channel 4 in late June 2021. “However, there is nothing criminal about this. We were keeping an eye on our investments. We were concerned about our stockholders.” –
A later backside by Exxon CEO Darren Woods responding to the tape by declaring the comments “in no way represent the company’s view” on climate policy and its commitment to carbon pricing, and I have no sympathy.
YES, IT DOES!!! – Your consumers and employees are not illiterate.