The promotion of organizations as a sustainable has far reaching effects. Companies seeking competitive advantage in social responsibility strategies look to ‘green’ marketing to coalesce eco-friendly business agendas with brand identity in the public imagination. While marketing experts argue that some campaigns are nothing more than a transparent veneer to boost sales, the value added by these ethically conscious marketing efforts encourage public awareness.
When marketing experts plan a ‘green’ marketing campaign, the tradition components of product, price, place, and promotion are combined with next generation social marketing models which focus on publics, partnerships, policy, and of course, purse strings. Effective social marketing consider stakeholder equity at all stages of the process. In this approach, feedback is important to sustained and responsible corporate engagement with consumers.
Motivated by social change, social marketing offer channel advertising strategy a vehicle for deployment of a participatory advertising experience that consumers will associate with a brand. Once the dynamic of social marketing also includes suppliers and policy makers associated with a product segment, the efficacy of community dialogue has the potential to realize the strategic objective of sustainable brand identity and better return on marketing investment.
With the advent of digital marketing, and the reduction of printed press, eco-friendly marketing communications are now also the top performing vehicles for SEO ad ‘click’ conversion of visitors to customers at website point-of-sale. Social media connection to channel marketing collateral online, means that companies are spending less, attracting more business, and fulfilling their responsibility to the environment.Green Marketing: How Green Is It?
- ISBN 978-1-61753-959-6
- Run Time (56 Minutes)
- Copyright 2012
- Closed Captioned (CC)