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DIGITAL
DIGITAL
MARKETING
MARKETINGwith a focus on
sustainability
SOURABH SHARMA
KEY TAKEAWAYS
Communicate your brand and benefits clearly
1.
Understand your audience
2.
Meet your customers where they are
3.
Build a community
4.
Invest in edu-tainment
5.
Grow with a maturing influencer market
6.
Tell a consistent brand story at every touchpoint
7.
Understand the long-term impact of brand loyalty
8.
How are you defining sustainability?
Practice Environmental Responsibility
Minimize environmental harm, reduced carbon footprint,
lowering emissions, conserve resources, reduce wastes
Engage in Social Responsibility
Fair trade practices, diversity and inclusion, community support
Invest in Product Lifecycle and Innovation
Biodegradability in mind, developing eco-friendly products,
utilizing green technology, managing post-consumer waste
Communicate Supply Chain Transparency across the
Product Lifecycle
From ingredient sourcing to end-of-life for the packaging.
How are you defining sustainability?
Encourage a Circular Economy
Prioritize reuse, refurbishment, and recycling
Comply with Certifications and Standards
Adhering to third-party sustainability
certifications, exceeding regulatory
guidelines
Demonstrate Stakeholder Engagement
Engage with various stakeholders:
customers, employees, suppliers,
communities, and investors, long-term
growth and ethical investment for
sustainable financial health Source: THE SUSTAINABLE AGENCY
How are you defining sustainability?
Developing a zero waste model
Refilling and recycling
Taking post-consumption control
Reducing ingredient waste
Rethinking production with a made-to-order model
Introducing less waste, better transport initiatives
Communicate
your brand
and benefits
clearly
KEY TAKEAWAY 1
Identify a core brand
identity and educate
audiences around it
Greatest Generation (before 1928)
Silent generation (1928 - 1945)
Baby Boomers (1946 - 1964)
Gen X (1965 - 1980)
Millennials (1981 - 1996)
Gen Z (1997 - 2012)
Gen Alpha (2013 - present)
Who are you marketing to?
5.5%
0.26%
20.6%
19.6%
21.7%
20.9%
11.6%
Interested in sustainable products
Will pay more for sustinable products
Baby Boomers (1946 - 1964)
Gen X (1965 - 1980)
Millennials (1981 - 1996)
Gen Z (1997 - 2012)
Younger generations are interested
and will pay for sustainable products
44%
33%
60%
76%
30%
40%
66%
68%
Eco - Anxiety
The heightened concern about the
climate emergency we are
experiencing, leading to psychological
disorders, especially in younger people
For many in Gen Z, actively engaging in sustainable practices
contributes positively to the environment and provides
psychological benefits.
Understand both your core customers
and your future potential customers
Market to all of them
without alienating any one of them
Customer identification and
personas help marketing effectively
Source: Glossier
KEY TAKEAWAY 2
You have current
customers and future,
potential customers
They are, and always will
be, multigenerational
Understand
your audience
Gen Z has broken the
classical marketing funnel
Social media is a marketplace,
not a social network
consumption
exploration
education
community
loyalty
co-creation
inspiration
exploration
education
community
loyalty
co-creation
inspiration
Gen Z Millennials
Y
o
u
T
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b
e
T
i
k
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57%
50%
53%
44%
19%
14%
22% 21%
18% 18%
34%
29%
44%
24%
34% 35%
24%
11%
Where do you learn about new brands and products?
inspiration
exploration
YouTube
Google Search
/ Ads
TV and Amazon
Youtube
TikTok
Instagram
Gen Z Millennials
feel they are exposed to way too many brands
80% 73%
inspiration
exploration
66%
Gen Z Millennials
prefer real life experiences while shopping
74%
shop in store versus on social media
use social media like
a search engine for research
73% 70%
67% 66%
inspiration
exploration
“TikTok search volume has
increased “dramatically”
over the last two years”
“Young people are increasingly using
social media as a search engine, to
research products they’ve seen online
or IRL and hear from others about the
item’s fit, quality, packaging and more.”
“Gen Zs said “brands often lie about
their products/services. Comments
sections are a key area of the
research phase.”
“Influencers with engaged audiences often
say they get asked questions almost as if
they were a prescriber or dermatologist.”
inspiration
exploration
The challenge for brands is
giving the inspiration to
explore in the right ways at
the right times
Brands need to become educators in
the research phase, meeting the
audiences where they are researching
inspiration
exploration
KEY TAKEAWAY 3
Meet your
customers
where they
are
say that their favorite
brands make them feel like
they’re part of a community
54% of Gen Z
education
community
co-creation
The connection with brands
helps young consumers
feel a sense of belonging,
which is why communities
thrive so well
Gen Z is the loneliest
generation ever
education
community
co-creation
displaying and promoting
products
promotions, blogs, lists
certification lists
online customer support
forms, chatbot
shoppers
online tutorials and lifestyle
content
bite-sized educational
content, expert interviews
tutorials, UGC, influencer and
expert opinions
live social media Q&A,
testimonials as content
community (give it a name!)
PRODUCT CONTENT
BENEFITS
SUSTAINABLE BENEFITS
CUSTOMER BENEFITS
AUDIENCE
education
community
co-creation
Getting started with community building
0 10 20 30 40 50 60
Behind the Scenes, Tutorials
Hosting an event (e.g. in store or at a location)
Collaborating with other brands
Limited edition products
Active comments section on social media
Challenging norms (inclusivity, disability, non conforming ads)
Things that brand communities enjoy
education
community
co-creation
55%
55%
52%
52%
51%
45%
+ employees, founders and stakeholders
education
community
co-creation
education
community
co-creation
Communities go beyond the product
KEY TAKEAWAY 4
Build a
community
A community reinforces
trust in your brand that
drives loyalty and
purchases
Let’s talk content
Educational: explain facts clearly
Emotional: strike a chord or resonate with people
Entertaining: people should want to watch it
UGC (User Generated Content)
Reviews, testimonials, any
videos, pictures, reviews, etc.
about your products that are
created by customers
Content that is 100%
authentic rather than content
made by your brand builds
trust among as its genuine
education
community
co-creation
Educate and entertain
education
community
co-creation
Testimonials and press
education
community
co-creation
education
community
co-creation
education
community
co-creation
Pop culture
conversation and
content drives
awareness and SEO
KEY TAKEAWAY 5
Invest in
edu-tainment
Content should educate,
strike an emotional
chord, and entertain
education
community
co-creation
Don’t be debating influencer marketing
beauty influencers on Instagram, YouTube and TikTok
10,000+
32%
49%
400k-700k
of followers of beauty influencers come from the US
of all followers of beauty influencers on Instagram are aged 25-34
followers per beauty influencer on Instagram vs TikTok, respectively
education
community
co-creation
Top of Funnel
Audience Size
MEGA
MACRO
MICRO
Brand
Ambassador
UGC
Creator
AI
Influencer
Influencers by reach / scope
education
community
co-creation
Influencers by type
Influencers with a
reach targeting an
engaged audience
Traditional
E.g. dermatologists,
makeup artists,
trained
professionals
Professional
E.g. beauty editors,
business owners,
founders
Thought Leader
E.g. affiliates, store
associates, brand
ambassadors
Brand Advocate
E.g. PR professionals,
journalists
Connector
Famous people who
might be in other
professions (e.g.
movies, sports)
Celebrity
“Social media influencers that are liked by
people help increase loyalty towards the
brand they are representing, often
becoming ambassadors over time.”
“More than 60% of
consumers interact with
an influencer at least once
a day, and 35% several
times a day.”
“41% of social media users use
influencers as a source of information
about new brands and products.”
“Influencers partner with
brands with the ability to
not just advocate, but co-
create with them.”
education
community
co-creation
Working with Influencers
Repeat / Reuse
Measure
Collaborate
Scouting
Objective
Re-use content, affiliates,
etc.
Measure ROI on all fronts.
Ensure the content resonates with the influencer
audience, current trends, and the brand.
Measure as per Relevance, Resonance and Reach
Identify which part of the marketing process fits the best with
influencer marketing at this stage.
education
community
co-creation
education
community
co-creation
KEY TAKEAWAY 6
Grow with a
maturing
influencer
market
what it looks like to a business
E-commerce site
In-store pop up
Social media networks
Email newsletter and SMS messages
Press articles and mentions
Advertisements and digital promotions
Blog articles
A brand or a product, no matter what the touchpoint
Create a seamless omnichannel experience
education
community
loyalty
what it looks like to a customer
Store finder + social channel
+ website links + CTA
Physical / Digital Ads
Contact instructions +
connecting on social media
+ accessing the website
Products + Packaging
Ability to connect online via
in-store prompts
Store Locations
Consistent messaging + links
to website
Social Channels
Links to website + social
channel links
Email Marketing + Blog
Prompts to sign up to newsletter +
social links + store locations
Website
Website
Email
Marketing +
Blog Social
Channels
Physical /
Digital
Ads
Products +
Packaging
Store
Locations
education
community
loyalty
Create a seamless omnichannel experience
education
community
loyalty
Learn from larger brands like Sephora that
pioneer and master omnichannel marketing
KEY TAKEAWAY 7
Tell a
consistent
brand story
at every
touchpoint
Adapt to the touchpoint
for a seamless
omnichannel experience
Loyalty is a
relationship
not just a repeat purchase
Gen Z Millennials
B
u
y
i
n
g
o
f
t
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n
T
e
l
l
i
n
g
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t
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g
a
b
r
a
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d
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s
w
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b
s
i
t
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o
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a
p
p
d
a
i
l
y
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l
l
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w
i
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g
o
n
s
o
c
i
a
l
m
e
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v
e
r
t
r
y
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g
a
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p
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t
i
t
o
r
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a
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s
o
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a
l
m
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a
56%
51%
What are the most important ways to show brand loyalty?
loyalty
54%
41% 40% 38%
21%
29% 28%
20%
37%
45%
26% 30% 27% 24%
Brands need to be where the
people are, as people are at the
center of the consumer journey
exploration
education
community
loyalty
co-creation
inspiration
KEY TAKEAWAY 8
Understand
the long
term impact
of brand
loyalty
KEY TAKEAWAYS
Communicate your brand and benefits clearly
1.
Understand your audience
2.
Meet your customers where they are
3.
Build a community
4.
Invest in edu-tainment
5.
Grow with a maturing influencer market
6.
Tell a consistent brand story at every touchpoint
7.
Understand the long-term impact of brand loyalty
8.
DIGITAL
DIGITAL
MARKETING
MARKETINGwith a focus on
sustainability
SOURABH SHARMA
talktome@sssourabh.com

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Digital Marketing with a Focus on Sustainability

  • 1. DIGITAL DIGITAL MARKETING MARKETINGwith a focus on sustainability SOURABH SHARMA
  • 2. KEY TAKEAWAYS Communicate your brand and benefits clearly 1. Understand your audience 2. Meet your customers where they are 3. Build a community 4. Invest in edu-tainment 5. Grow with a maturing influencer market 6. Tell a consistent brand story at every touchpoint 7. Understand the long-term impact of brand loyalty 8.
  • 3. How are you defining sustainability? Practice Environmental Responsibility Minimize environmental harm, reduced carbon footprint, lowering emissions, conserve resources, reduce wastes Engage in Social Responsibility Fair trade practices, diversity and inclusion, community support Invest in Product Lifecycle and Innovation Biodegradability in mind, developing eco-friendly products, utilizing green technology, managing post-consumer waste Communicate Supply Chain Transparency across the Product Lifecycle From ingredient sourcing to end-of-life for the packaging.
  • 4. How are you defining sustainability? Encourage a Circular Economy Prioritize reuse, refurbishment, and recycling Comply with Certifications and Standards Adhering to third-party sustainability certifications, exceeding regulatory guidelines Demonstrate Stakeholder Engagement Engage with various stakeholders: customers, employees, suppliers, communities, and investors, long-term growth and ethical investment for sustainable financial health Source: THE SUSTAINABLE AGENCY
  • 5. How are you defining sustainability? Developing a zero waste model Refilling and recycling Taking post-consumption control Reducing ingredient waste Rethinking production with a made-to-order model Introducing less waste, better transport initiatives
  • 6. Communicate your brand and benefits clearly KEY TAKEAWAY 1 Identify a core brand identity and educate audiences around it
  • 7. Greatest Generation (before 1928) Silent generation (1928 - 1945) Baby Boomers (1946 - 1964) Gen X (1965 - 1980) Millennials (1981 - 1996) Gen Z (1997 - 2012) Gen Alpha (2013 - present) Who are you marketing to? 5.5% 0.26% 20.6% 19.6% 21.7% 20.9% 11.6%
  • 8. Interested in sustainable products Will pay more for sustinable products Baby Boomers (1946 - 1964) Gen X (1965 - 1980) Millennials (1981 - 1996) Gen Z (1997 - 2012) Younger generations are interested and will pay for sustainable products 44% 33% 60% 76% 30% 40% 66% 68%
  • 9. Eco - Anxiety The heightened concern about the climate emergency we are experiencing, leading to psychological disorders, especially in younger people For many in Gen Z, actively engaging in sustainable practices contributes positively to the environment and provides psychological benefits.
  • 10. Understand both your core customers and your future potential customers Market to all of them without alienating any one of them
  • 11. Customer identification and personas help marketing effectively Source: Glossier
  • 12. KEY TAKEAWAY 2 You have current customers and future, potential customers They are, and always will be, multigenerational Understand your audience
  • 13. Gen Z has broken the classical marketing funnel
  • 14. Social media is a marketplace, not a social network consumption exploration education community loyalty co-creation inspiration
  • 17. YouTube Google Search / Ads TV and Amazon Youtube TikTok Instagram Gen Z Millennials feel they are exposed to way too many brands 80% 73% inspiration exploration
  • 18. 66% Gen Z Millennials prefer real life experiences while shopping 74% shop in store versus on social media use social media like a search engine for research 73% 70% 67% 66% inspiration exploration
  • 19. “TikTok search volume has increased “dramatically” over the last two years” “Young people are increasingly using social media as a search engine, to research products they’ve seen online or IRL and hear from others about the item’s fit, quality, packaging and more.” “Gen Zs said “brands often lie about their products/services. Comments sections are a key area of the research phase.” “Influencers with engaged audiences often say they get asked questions almost as if they were a prescriber or dermatologist.” inspiration exploration
  • 20. The challenge for brands is giving the inspiration to explore in the right ways at the right times Brands need to become educators in the research phase, meeting the audiences where they are researching inspiration exploration
  • 21. KEY TAKEAWAY 3 Meet your customers where they are
  • 22. say that their favorite brands make them feel like they’re part of a community 54% of Gen Z education community co-creation
  • 23. The connection with brands helps young consumers feel a sense of belonging, which is why communities thrive so well Gen Z is the loneliest generation ever education community co-creation
  • 24. displaying and promoting products promotions, blogs, lists certification lists online customer support forms, chatbot shoppers online tutorials and lifestyle content bite-sized educational content, expert interviews tutorials, UGC, influencer and expert opinions live social media Q&A, testimonials as content community (give it a name!) PRODUCT CONTENT BENEFITS SUSTAINABLE BENEFITS CUSTOMER BENEFITS AUDIENCE education community co-creation Getting started with community building
  • 25. 0 10 20 30 40 50 60 Behind the Scenes, Tutorials Hosting an event (e.g. in store or at a location) Collaborating with other brands Limited edition products Active comments section on social media Challenging norms (inclusivity, disability, non conforming ads) Things that brand communities enjoy education community co-creation 55% 55% 52% 52% 51% 45%
  • 26. + employees, founders and stakeholders education community co-creation
  • 28. KEY TAKEAWAY 4 Build a community A community reinforces trust in your brand that drives loyalty and purchases
  • 29. Let’s talk content Educational: explain facts clearly Emotional: strike a chord or resonate with people Entertaining: people should want to watch it
  • 30. UGC (User Generated Content) Reviews, testimonials, any videos, pictures, reviews, etc. about your products that are created by customers Content that is 100% authentic rather than content made by your brand builds trust among as its genuine education community co-creation
  • 35. KEY TAKEAWAY 5 Invest in edu-tainment Content should educate, strike an emotional chord, and entertain
  • 36. education community co-creation Don’t be debating influencer marketing beauty influencers on Instagram, YouTube and TikTok 10,000+ 32% 49% 400k-700k of followers of beauty influencers come from the US of all followers of beauty influencers on Instagram are aged 25-34 followers per beauty influencer on Instagram vs TikTok, respectively
  • 37. education community co-creation Top of Funnel Audience Size MEGA MACRO MICRO Brand Ambassador UGC Creator AI Influencer Influencers by reach / scope
  • 38. education community co-creation Influencers by type Influencers with a reach targeting an engaged audience Traditional E.g. dermatologists, makeup artists, trained professionals Professional E.g. beauty editors, business owners, founders Thought Leader E.g. affiliates, store associates, brand ambassadors Brand Advocate E.g. PR professionals, journalists Connector Famous people who might be in other professions (e.g. movies, sports) Celebrity
  • 39. “Social media influencers that are liked by people help increase loyalty towards the brand they are representing, often becoming ambassadors over time.” “More than 60% of consumers interact with an influencer at least once a day, and 35% several times a day.” “41% of social media users use influencers as a source of information about new brands and products.” “Influencers partner with brands with the ability to not just advocate, but co- create with them.” education community co-creation
  • 40. Working with Influencers Repeat / Reuse Measure Collaborate Scouting Objective Re-use content, affiliates, etc. Measure ROI on all fronts. Ensure the content resonates with the influencer audience, current trends, and the brand. Measure as per Relevance, Resonance and Reach Identify which part of the marketing process fits the best with influencer marketing at this stage. education community co-creation
  • 42. KEY TAKEAWAY 6 Grow with a maturing influencer market
  • 43. what it looks like to a business E-commerce site In-store pop up Social media networks Email newsletter and SMS messages Press articles and mentions Advertisements and digital promotions Blog articles A brand or a product, no matter what the touchpoint Create a seamless omnichannel experience education community loyalty what it looks like to a customer
  • 44. Store finder + social channel + website links + CTA Physical / Digital Ads Contact instructions + connecting on social media + accessing the website Products + Packaging Ability to connect online via in-store prompts Store Locations Consistent messaging + links to website Social Channels Links to website + social channel links Email Marketing + Blog Prompts to sign up to newsletter + social links + store locations Website Website Email Marketing + Blog Social Channels Physical / Digital Ads Products + Packaging Store Locations education community loyalty Create a seamless omnichannel experience
  • 45. education community loyalty Learn from larger brands like Sephora that pioneer and master omnichannel marketing
  • 46. KEY TAKEAWAY 7 Tell a consistent brand story at every touchpoint Adapt to the touchpoint for a seamless omnichannel experience
  • 47. Loyalty is a relationship not just a repeat purchase
  • 49. Brands need to be where the people are, as people are at the center of the consumer journey exploration education community loyalty co-creation inspiration
  • 50. KEY TAKEAWAY 8 Understand the long term impact of brand loyalty
  • 51. KEY TAKEAWAYS Communicate your brand and benefits clearly 1. Understand your audience 2. Meet your customers where they are 3. Build a community 4. Invest in edu-tainment 5. Grow with a maturing influencer market 6. Tell a consistent brand story at every touchpoint 7. Understand the long-term impact of brand loyalty 8.
  • 52. DIGITAL DIGITAL MARKETING MARKETINGwith a focus on sustainability SOURABH SHARMA talktome@sssourabh.com