To the use of various digital channels and technologies to promote products or services to potential customers. It includes a wide range of tactics, such as search engine optimization (SEO), social media marketing, email marketing, pay-per-click (PPC) advertising, and content marketing. Digital marketing has become increasingly important in recent years as more consumers turn to digital channels to research products, compare prices, and make purchasing decisions. The demand for digital marketing has grown as businesses seek to reach these consumers and compete in an increasingly crowded marketplace. Digital marketing allows businesses to target specific demographics and measure the effectiveness of their marketing efforts in real-time, providing valuable insights into consumer behavior and preferences. As a result, businesses are investing more resources into digital marketing to drive sales, increase brand awareness, and build customer loyalty.
Published in Chapter:
Why Do We Need Sustainable Digital Marketing?
Nino Tchanturia (Guram Tavartkiladze Tbilisi Teaching University, Georgia) and
Rusudan Dalakishvili (Davit Agmashenebeli National Defence Academy of Georgia, Georgia)
Copyright: © 2023
|Pages: 15
DOI: 10.4018/978-1-6684-8681-8.ch020
Abstract
The conventional approach to business is not eco-friendly, and as the issue of climate change intensifies, consumers are becoming increasingly aware of the environmental impact of their preferred companies. Therefore, businesses need to evaluate their impact on the environment. Consumers are becoming more informed about how their purchases affect the environment and more selective about which companies they buy from. According to a survey by IBM, 57% of respondents are willing to alter their buying habits to decrease environmental impact. People want to contribute to ecological preservation, and one way to do so is by using their purchasing power. As a company, it is crucial to provide customers with the opportunity to support environmental sustainability by purchasing your products. This is where sustainable marketing can be beneficial.