...some thoughts on sustainability and digital marketing

1. 10

3. forced ‘self-regulation’ through consumer power…
state controls in place to stop abuse of power

6. ‘the golden rule’ – act how you expect others to act
‘the tv test’ – can you explain your actions
comfortably to your public via tv?

7. depends on our perception and interaction with the internet…

10. coming to terms with sustainability

11. sustainable marketing means marketing sustainability
— as a concept, a cultural value, and a set of practices
…and

13. 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
CSR Initiatives
Fair Trading
Support local suppliers
Reduce promotion of potentially harmful
substances
Support well being of society – internal
and external
Economic
Ensure future economic development of
company
Create sustainable financial bottom line
Minimise negative impact on other countries
economies
Save money by reducing energy use

14. People
Planet
Profit
Marketing Strategy
Disciplines – e.g.
Urban Planning, Law…
Macro Environment -
PESTEL
Servicescape – attributes,
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
Consumers’ – values, risk,
enjoyment, power,
involvement
Communitys’ – inclusion,
involvement, access
Networks – CSR adoption,
voluntarism
Richardson, 2010

15. Sustainable
Marketing
Satisfaction of
customer
needs
Safety of
products and
production for
all
Social
Acceptability
or product,
production and
activities
Sustainability
of products,
production and
activities
Richardson, 2010
Richardson, 2010

16. others see sustainability as the new “must
do” that business must embrace, or die
are there merits to both sides of this argument?

17. ecological footprint… the amount of earth’s
resources required to support a particular lifestyle

18. • 18

25. cluster
redesignme

26. traditional retailers would only stick the most profitable 20%
…and ‘niche’s are better at satisfying personal needs

28. Mazuma, sellmygadget, Marks and Spencer…

29. apple and foxconn
primark and major supermarkets
Panama Papers

31. 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

34. Grant, 2011

38. • 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