DIM Lecture 9
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DIM Lecture 9

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...digital marketing and sustainability

...digital marketing and sustainability

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DIM Lecture 9 DIM Lecture 9 Presentation Transcript

  • 9
  • forced ‘self-regulation’ through consumer power… state controls in place to stop abuse of power
  • ‘the golden rule’ – act how you expect others to act ‘the tv test’ – can you explain your actions comfortably to your public via tv?
  • depends on our perception and interaction with the internet…
  • coming to terms with sustainability
  • …and sustainable marketing means marketing sustainability — as a concept, a cultural value, and a set of practices
  • Environmental Reduce footprint that negatively impacts on environment Lower pollutants and emissions Reduce energy wastage Reduce usage of non-renewable energy Minimise climate change agents Use sustainable packaging Recycle Source local produce Social Economic CSR Initiatives Fair Trading Support local suppliers Reduce promotion of potentially harmful substances Support well being of society – internal and external Ensure future economic development of company Create sustainable financial bottom line Minimise negative impact on other countries economies Save money by reducing energy use
  • Networks – CSR adoption, Macro Environment PESTEL voluntarism Communitys’ – inclusion, involvement, access Consumers’ – values, risk, enjoyment, power, involvement People Planet Marketing Strategy Profit Servicescape – attributes, Disciplines – e.g. Urban Planning, Law… Richardson, 2010 hierarchies, service, brand, PR CSR – ethical operations, sourcing, health education, fair trade, worker welfare, social inclusion Broader Environment – recycling, energy, raw materials, water, waste, packaging GM, chemicals
  • Satisfaction of customer needs Sustainability of products, production and activities Richardson, 2010 Sustainable Marketing Social Acceptability or product, production and activities Safety of products and production for all
  • others see sustainability as the new “must do” that business must embrace, or die are there merits to both sides of this argument?
  • ecological footprint… the amount of earth’s resources required to support a particular lifestyle
  • • 18
  • cluster redesignme
  • traditional retailers would only stick the most profitable 20% …and ‘niche’s are better at satisfying personal needs
  • Mazuma, sellmygadget, Marks and Spencer…
  • apple and foxconn primark and major supermarkets
  • principle #1—rapid innovation and change are the norm consider how this will impact on the triple bottom line – people, planet and profit – this will continue to change
  • Grant, 2011
  • • http://www.johnelkington.com/TBL-elkington-chapter.pdf Accessed 20th March 2011 • http://intelli.cim.co.uk/e/d.dll?m=1294&url=http://www.cim.co.uk/dwnldr/450575 Accessed 20th March 2011 • http://www.davechaffey.com/E-marketing-Insights • C. Li and J. Bernoff, 2008. Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business School Press. • Kourdi, J (editor), 2011: The Marketing Century, Chichester:Wiley and Sons • Martin, D and Schouten, J, 2012 (Advance Copy) Sustainable Marketing, London: Pearson Hall • Richardson, N. 2010:A Quick Start Guide to Mobile Marketing, London: Kogan Page • Smith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth Heinemann