Digital

Use your digital marketing in a greener way

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Objectives

• Digital marketing environmental awareness

Green Value indicator

CO2 savings, environmental footprint

Explanation

Digital marketing can be (wrongly) considered a green practice as it is believed that because digital appears to be less physical it is also greener. However, we know that any digital action entails a wound for the environment, both in terms of energy expenditure (and consequently CO2 emissions) and in terms of the material inputs used to manufacture the necessary hardware.

To make your marketing greener and attract environmentally minded customers, you can consider the following advice:

1. Don't abuse digital, use it sparingly: remember that every message you send or post you publish is polluting the environment. Accompany digital marketing to real actions in human space on earth.
2. Use a part of your profit to fund environmental NGOs or, first, to improve the ecologically sustainable practices in your business reality.
3. Companies should be completely honest and transparent with their customers about the ecological sustainability of their business.
4. The sustainable culture within the company should be promoted through social or communication media, but also within your local community network.
5. Educating consumers on green practices and encouraging them to adopt some in their day-to-day activities.

When printing, use recycled or sustainably sourced materials.

PROS/CONS of the action

Pros:

• The company uses the digital space with awareness, avoiding damaging the environment with excessive online advertising
• Consumers get access to a variety of services and goods from companies with good digital marketing - the bottom line is that they can go beyond that, accessing real-world experiences

Cons:

• Digital presence online can lead to bad experience and poor reviews on social media
• Can be imitated for fraudulent activities
• Can lead to content and email overload. It is important to be very thoughtful about the frequency of messages

Certified

Not Certified

Link to useful sources

Sustainable marketing: strategies and best practices for Green Marketing https://dmexco.com

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3 tips for designing a digital marketing strategy for your eco-friendly business www.business-central.co.uk

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