[Sustainable Marketing: Basic Understandings]
When you think of the word “sustainability”, what comes to your mind? Going ‘green’? Doing things that won’t harm the earth? Well, those are true! According to Investopedia, sustainability focuses on meeting the needs of the present without compromising the ability of future generations to meet their needs. The concept of sustainability is composed of three pillars: economic, environmental, and social—also known informally as profits, planet, and people.
Sustainability refers to business sustainability as well. In a marketing context, this is a business that maintains brand visibility and keeps sales humming using techniques or strategies that are self-perpetuating through loyalty programs, upsell and cross-sell migrations, customer referrals, and viral marketing. This level of self-perpetuation requires a great plan and the ability to implement a mix of traditional and digital marketing touches that work together in an integrated way.
Hence, the next time someone says “sustainable business”, don’t just think green. Think marketing green! Think about ways to integrate print and digital marketing to gain visibility, encourage repeat sales, and encourage others to spread the love around.
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