Sustainability in Digital Marketing- Exploring Carbon

Present Sustainability Action Plan

Working in business development, I am frequently asked about my company’s sustainability practices during pitches. Of course, we discuss our buildings green certifications (LEED Platinum), and company initiatives, like our Sustainability Council, implementing policies across our supply chain (i.e., eliminating plasticware in favor of reusable products). 

Initial Thoughts - Promoting Green Products Digitally

 As an advertiser promoting consumerism on the daily, however, my conscious tells me continually to dig beyond this. What else can we do. Alongside the average consumer, I am skeptical of eco marketing. Why promote a sustainable product when you can buy something used that would otherwise be wasted? Do we really need to manufacture sustainable things when those existing are available in abundance? But when thinking about green products that have more legs to stand on, such as meat free alternatives, I find strategic digital targeting to be interesting. Adweek discusses how vegan meat alternative Quorn targets younger audiences with "Food for the Future" messaging, and skeptical older generations with taste test content. Any type of green messaging for clients will require extensive consumer research, A/B Testing, DCO, and Optimizations to enhance effectiveness and drive outcomes.

Source: https://www.adweek.com/brand-marketing/why-you-might-be-getting-your-eco-marketing-wrong/

Future Forward Explorations

I, however, think a broader view of sustainability practices in advertising would be fascinating to explore, including topics like sustainable web hosting, ad buying and creative production, particularly NFTs which are growing more controversial due to heavy blockchain mining. 

 This assignment gave me a fantastic opportunity to explore the topic. I found this article about the topic, including innovations in the space (i.e., low carbon PMPs). As brands look to make their physical supply chains carbon neutral, they need to make their digital supply chains follow suit. I also found it interesting that one of our leading partners, The Trade Desk, is actively making moves in this space.

Source:  https://digiday.com/media/the-ad-experiences-that-consumers-find-most-annoying-are-also-bad-for-the-environment-the-business-case-for-sustainable-digital-advertising/.

 

A Positive Diagnosis for Digital Marketing

By Blaire Townshend

Yesterday Kentico Sofware and the research agency Millward Brown released a survey that analyzed upcoming opportunities for digital marketers, and the state of the field more generally. The survey is based on the contributions of 300 senior digital managers and directors from several continents. It was specifically meant to address the "growth and rapid change" that the industry is currently facing, and to determine how digital marketing agencies are responding to this growth.

Overall, Kentico found that most digital agencies are anticipating a good deal of growth—in fact, 90% plan to hire in the near future (graphic designers were cited as being in high demand), and 71% plan to invest in software. However, the survey also revealed several key challenges that face these companies:

• Competition
• Lack of understanding about product
• Expectation of high work volume at low cost
• High acquisition coupled with low usage of tools
• Lack of clients

However, despite these challenges, the survey also found that people "remain a key driver" in determining the success of these companies. The surveyed companies stressed that the following were key to success:

• Clients clearly communicating their needs to companies
• Employees grasping the task at hand
• Client willingness and ability to be cooperative 

So how can this information be of use moving forwards? When reading through Kentico's findings, I was particularly concerned by the challenge that cited expectation of high work volume at low cost. As someone whose understanding of the digital marketplace is new and relatively limited, I have felt myself guilty of this presumption at times. The ease of use which digital platforms give to their customers (platforms such as Facebook, Google, and Twitter) belie the infrastructure and complexity which lie beneath the surface—and thus the funding, time, and human resources necessary to keep them up and running. I can well see, then, why clients would expect a lot for a little—we have done so for years now. I use Facebook, Google, and Twitter every day, and do not pay for any of them. I have come to expect that they will work perfectly and at any time, and I have been proven correct.

However, now that I am beginning to understand the other side of the issue, I can see why this mentality is damaging to the digital marketplace. If potential customers have come to expect these services for free, how can suppliers offer their products in a way that is financially viable for their own company's needs? Of course, display ads answer this in part, but I am still constantly astounded by how much our society takes these services for granted. In other words, I am becoming increasingly sympathetic to digital marketers and creators, and increasingly frustrated by my own presumption and that of those around me.

With the challenges of this survey in mind, I will be very interested to see if any appreciable shifts in client/company relationships take place, and if by the start of 2017 our society will be any amenable to the idea of paying for what they currently take for granted.


"Digital Marketing Agencies See Strong Growth and Growing Competition Ahead." Kentico Software. PR Newswire. 6 Apr. 2016. Web. 7 Apr. 2016.