Digital marketing is a field in constant evolution, which adapts to new trends and societal concerns. One of those major concerns today is sustainability. It is in this context that sustainable digital marketing takes on its full meaning. But what exactly is sustainable marketing?
What is Sustainable Marketing?
Sustainable marketing, also called green marketing or eco-marketing, is a marketing approach that takes into account the environmental and social impacts of products and services, as well as production and distribution processes. It aims to promote environmentally friendly products and services, while meeting consumer needs and ensuring business profitability.
The 5 main levers of digital marketing
Digital marketing is based on several essential levers:
- Natural referencing (SEO) : It is about optimizing the content of a website so that it appears at the top of search engine results. It is an essential lever to increase the visibility of a website and attract qualified traffic.
- Content Marketing : It consists of creating and distributing quality content to attract and retain an audience. This can take the form of blogs, videos, podcasts, webinars, etc.
- Social networks (SMM) : They make it possible to create a community around a brand, to promote products or services, and to interact directly with consumers.
- Email marketing : This involves sending emails to a contact list to promote products or services, share content, or maintain a relationship with customers.
- Online advertising (SEA) : It allows the distribution of advertisements on search engines or social networks, generally in the form of sponsored links.
How to do sustainable marketing?
Doing sustainable marketing means above all adopting an approach that respects the environment and people. This involves:
- Choose ethical and sustainable suppliers : It is important to work with suppliers who share the same values of sustainability.
- Create sustainable products or services : The products or services promoted must be environmentally friendly and socially responsible.
- Communicate transparently : It is essential to communicate honestly and transparently about the company's sustainability efforts.
- Engage consumers : Consumers must be involved in the sustainability process, for example by encouraging them to recycle products or participate in sustainability initiatives.
The different types of digital marketing
There are several types of digital marketing, each with its own specificities:
- Content Marketing : It's about creating and sharing quality content to attract and retain an audience.
- Social media marketing : It consists in using social networks to promote a brand or a product.
- Email Marketing : This involves sending emails to a contact list to promote products or services, share content, or maintain a relationship with customers.
- influencer marketing : It consists of working with influencers to promote a brand or product.
- Affiliate Marketing : This involves promoting the products of other companies in exchange for a commission on sales.
- mobile marketing : It involves using smartphones and other mobile devices to reach consumers.
Nudge Marketing and the Ikigai method
Nudge Marketing is a technique that aims to influence consumer behavior in a subtle way, based on cognitive biases. It can be used to encourage sustainable behavior, for example by highlighting ecological choices.
The Ikigai method, on the other hand, is a Japanese philosophy that aims to find a balance between what you like, what you know how to do, what you can be paid for and what the world needs. Applied to marketing, it can help create products and services that meet both consumer needs and sustainability issues.
Y2SL: A committed digital creation and marketing agency
Finally, it is important to mention the agency Y2SL, which is positioned as a benchmark in sustainable digital marketing. Y2SL offers an integrated approach to digital marketing, which takes sustainability issues into account at every stage of the process. Whether for SEO, content marketing, social media, email marketing or online advertising, Y2SL is committed to providing environmentally friendly and ethical solutions.
