As users become increasingly aware of environmental issues, companies must now think differently about how they design tools, content, and more generally their communication campaigns to limit their impact on the planet. Because the whole challenge of responsible digital marketing, as part of a CSR approach, is to reduce the energy consumption of the technologies and infrastructures used, such as data and server management, by optimizing their efficiency and adopting good practices in terms of energy management.
Responsible digital marketing is above all a question:
what are the best technologies that will allow me to reduce the environmental impact of my communication device? This approach involves raising awareness among users and customers about the impacts of digital marketing through very concrete initiatives, such as disabling unnecessary notifications or reducing unwanted emails, explains Guillaume Sibout, specialist in digital humanities and speaker at emlyon within the Digital Marketing and Performance certificate .
But to meet all the CSR criteria, companies must also take into account the other aspect of responsible digital marketing: societal impact. “This particularly concerns the influence of the use of marketing tools towards users of new technologies, such as artificial intelligence, on laos whatsapp number data mental health ,” adds the speaker. While the phenomenon is not new, some brands have already embarked on this path to meet the strong expectations of consumers on this subject.
5 good practices to apply to implement responsible digital marketing
For Guillaume Sibout, there are 5 major fields of application for responsible digital marketing to respond to current environmental and societal challenges, and thus contribute to the collective effort, with concrete recommendations to be implemented for brands:
On transparency and understanding of digital
technology tools: communicate on the choice and use of algorithmic technologies, such as recommendations, with clear indications on sponsored content, affiliate links or commercial partnerships, to inform the consumer.
On sustainability: promoting social and environmental responsibility initiatives, commitment to causes, and in particular on the design and ecological path of the tools implemented as you can access data and other part of a digital marketing strategy.
On measuring and evaluating results: reducing technology investment costs by cmo email list optimizing marketing efforts and maximizing performance with a view to reducing the environmental impact of the technologies and infrastructures used.