From ancient tales to short tidbits on Facebook, humans have long shared
stories. We've become adept at sharing the sacred, the profane, and everything
in between. A good story, well told, moves us to emotion beyond reason. The
newest technologies allow more of us to tell more stories. Students know this.
They are masters of digital technologies and use them to define who they are and
what they stand for. It's a small step from using these technologies to share
with friends to the transparency, authenticity and immediacy at the heart of
sustainable marketing communication. Five principles govern the roles of
communication technology in sustainable marketing:
1. Digital
information and communication technologies advance rapidly, driving innovation
and change. For example, smart phones are helping to make smarter shoppers by
providing product ratings and comparative prices to shoppers right in the
store.
2. Digital media sources are becoming consumers' first recourse
for market information. For example, with consumer product reviews available at
our fingertips, poor product performance has nowhere to hide; transparency and
integrity become vital to a brand's credibility.
3. Digital products help
dematerialize consumption. For example, when products like music, movies and
books can be downloaded, the need for paper and plastic is greatly reduced, as
is the need for fuel-intensive shipping.
4. Digital communication makes
marketing processes more sustainable. For example, a digital Yellow Pages
directory can be updated frequently without ink or paper, and marketers can
track advertising performance electronically in real time.
5. Digital
communication links people to communities. For example, proactive consumers can
join together through Carrotmob to influence businesses and reward them for
becoming more sustainable.
Providing content to authors, editors, librarians, researchers, teachers and their students, societies and professionals - enabling them to do their jobs better.
