More and more companies are focusing on sustainability. Marketing is not unaffected either. In this article, we will show you how marketing and sustainability can be brought together. You will learn what sustainable marketing means and how you can combine it with your growth strategy.
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What does sustainable marketing growth mean?
In principle, you can look at sustainable marketing from two perspectives:
Firstly, sustainable marketing refers to the use of resources. You use your resources in an ecologically and socially responsible manner and try to avoid “negative external effects” – i.e. negative effects on the environment, society and the surrounding area. Since sustainability is increasingly becoming an important purchasing criterion for customers, this sustainable approach also benefits you in marketing.
Second, you can understand sustainable marketing as long-term, strategic brand communication . In other words: Instead of quick shots and high ad budgets, you set up your marketing sustainably. For example, you take care of building a values-based and content-focused brand.
Both definitions are not mutually exclusive. On the contrary: in many companies they appear together. The basic idea of sustainable marketing can therefore be summarized in one sentence:
Sustainable marketing refers to activities that are aimed at creating long-term value for the company itself and society.
Criteria of sustainable marketing
Typically, short-term campaigns and KPIs (Key Performance Indicators) do not play a role in sustainable marketing, but rather long-term aspects:
1. Long-term
All marketing campaigns are designed to achieve long-term effects. One goal is often brand building , i.e. strengthening the brand.
2. Authenticity
Your own history, values and visions are the focus of sustainable marketing and are actively communicated.
3. Strategic
Brand communication is strategically aligned and coordinated on all channels. A uniform and consistent appearance is created.
4. Efficient
In the long term, sustainable marketing has a high impact with relatively little use of capital and resources and, above all, little waste.
Benefits of sustainable marketing
The benefits of sustainable marketing are numerous. On the one hand, companies can win new customers and retain existing customers through sustainable products and services. Sustainability is increasingly becoming an important purchasing criterion for customers. On the other hand, companies can save costs through sustainability by doing without resource-intensive “rush shots” in the campaigns.
Finally, sustainable marketing can improve a company’s image and help it be perceived as responsible and future-oriented. By communicating one’s own vision and values, trust is built up with consumers, which is useful in the long term.
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