The preliminary vignette (green web hosting for a sustainable future) introduces the core focus of this chapter that clarifies how sustainable digital marketers could contribute to society and environment, while underpinning their profit-making venture. Following the discussion on background, scope, and key definitions, the chapter first discusses the digital environment and the digital marketing dynamics. Discussions here include the technological environment, and the impact of information technology on marketers and customers. Second, the chapter introduces the concept of sustainable digital marketing and its key considerations. Discussions in this part of the chapter include digital channels and their applications for sustainable digital marketing. Third, digital touchpoints, customer journey mapping, and customer experience are discussed. Fourth, database marketing and other embryonic digital technologies and their implications for sustainable marketing are discussed. Fifth, the discussions are evolved to demonstrate how tech-savvy firms shorten the marketing cycle and can understand the tech-readiness of a target market. Sixth, digital marketing, marketing ethics, and regulations are discussed. Similar to all other chapters of this core sustainable marketing textbook, this digital marketing chapter also presents a number of practical cases throughout its different sections and subsections to demonstrate how sustainable digital marketers successfully pursue the triple bottom line, namely, People, Planet, and Profit, and contribute to our global pursuit of the United Nations’ Sustainable Development Goals (SDGs). The last section of this chapter summarizes these practical examples of sustainable digital marketing that help us pursue the SDGs.

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Digital Marketing for People, Planet, and Profit

  • S. M. Riad Shams,
  • David M Brown,
  • Kimberley Hardcastle

摘要

The preliminary vignette (green web hosting for a sustainable future) introduces the core focus of this chapter that clarifies how sustainable digital marketers could contribute to society and environment, while underpinning their profit-making venture. Following the discussion on background, scope, and key definitions, the chapter first discusses the digital environment and the digital marketing dynamics. Discussions here include the technological environment, and the impact of information technology on marketers and customers. Second, the chapter introduces the concept of sustainable digital marketing and its key considerations. Discussions in this part of the chapter include digital channels and their applications for sustainable digital marketing. Third, digital touchpoints, customer journey mapping, and customer experience are discussed. Fourth, database marketing and other embryonic digital technologies and their implications for sustainable marketing are discussed. Fifth, the discussions are evolved to demonstrate how tech-savvy firms shorten the marketing cycle and can understand the tech-readiness of a target market. Sixth, digital marketing, marketing ethics, and regulations are discussed. Similar to all other chapters of this core sustainable marketing textbook, this digital marketing chapter also presents a number of practical cases throughout its different sections and subsections to demonstrate how sustainable digital marketers successfully pursue the triple bottom line, namely, People, Planet, and Profit, and contribute to our global pursuit of the United Nations’ Sustainable Development Goals (SDGs). The last section of this chapter summarizes these practical examples of sustainable digital marketing that help us pursue the SDGs.