Digital marketing is an important tool in contemporary advertising. Its reach, approach and sustainability push it ahead of traditional marketing, making it a go-to marketing approach for contemporary businesspeople. Most importantly, it has the least effect on environmental sustainability, which saves the earth from pollution. We will look at 6 benefits of using digital marketing to enforce environmental sustainability and why it is the ideal strategy to reduce the effects of global warming.
How Digital Marketing is Promoting Environmental Sustainability
- Reducing Waste
- Sustainable Logistics
- Real-Time Analytics
- Virtual Events
- Facilitating Virtual Communication
- Incorporating Sustainable Practices
Reducing Waste
Classical marketing practices involve a lot of physical activities to create promotional materials. Flyers, billboards and brochures were the main advertising methods. All these approaches involved using paper, which, if not properly handled, could cause a lot of environmental pollution. The process surrounding the creation of these marketing materials involves combustion, which severely contributes to environmental pollution.
With digital marketing, there are no physical creations. Everything is virtual and leverages the internet to create marketing campaigns. The approach has stopped a whole production process that involved cutting down trees, preparing them for processing and putting them up. Thanks to digital marketing, we have the same product visibility, if not more, but less population.
Sustainable Logistics
Any marketing campaign has a route-to-market strategy that involves movement. Whether physical or virtual, the product aims to reach the intended destination for visibility purposes. In classical marketing, there is a lot of on-ground movement to take the marketing material to the intended destination. The whole process involves combustion, energy usage and other environmental pollution activities.
Digital marketing also moves its marketing materials, only that it uses the internet. There is an online feature called geo-mapping, which helps digital marketers to ring-fence a marketing campaign to a specific region. Essentially, it is moving marketing materials to a specific location virtually. It serves the same purpose as physical billboards but doesn’t involve physical logistics.
Real-Time Analytics
Digital marketing can track real-time responses and impressions and transmit them to marketing managers for decision-making. It measures the effectiveness of marketing campaigns since data collected from digital campaigns shows consumption behaviours. They can also store the data and use it alongside other campaigns to note the growth patterns in marketing.
With classical marketing, feedback management involves interviews with people in specific locations. It involves putting boots on the ground, a process that took time to collect and analyse data. Digital analytics is not only fast but also effective when handling mass markets. There are several tools digital marketers can use, but Google products are always the best. Such an approach does not involve movements or any drastic activity that will destabilise environmental sustainability.
Virtual Events
Live concerts are the in-thing now, reaching various people worldwide virtually. With social media, you can beam an event live and reach too many people compared to a physical audience. COVID-19 showed that people could meet, discuss and even agree on important issues in the comfort of their homes.
It was the advent of webinars, zoom meetings, Google Meet and online workshops, thanks to the digital revolution. Such virtual events do not cause environmental disturbance or pollution. There is less travel and minimal cost, but it gives the same outcome.
Facilitating Virtual Communication
Thanks to digital marketing, customer service and corporate communications are now more effective. A company post on Twitter and Facebook is enough to get out a communique. Its reach is far, wide and effective, cutting advertising costs and other visibility campaigns.
It also acts as a fact-finding mission where they gather information directly from their consumers on how to improve their product or service. The approach is environmentally conscious with fewer carbon footprints. Brands and their customers can bond, engage and even remit feedback with less environmental disturbance.
Incorporating Sustainable Practices
The idea of sustainable digital marketing is incorporating environmentally conscious approaches in handling marketing. It can also involve direct participation in environmental campaigns to restore our green nature. Planting trees, contributing to environmental awareness and applying sustainable measures are some of the practices digital marketing companies undertake.
All these start when a company uses green web hosting services. Settle on a company that applies green web hosting services in Kenya and benefit from its experiences. You will be an ambassador of environmental sustainability and contribute to the larger conservation protocols.
