With the world becoming more and more globalized, it is important for us all to be responsible for using digital platforms. To become a responsible digital marketer, here are some tips and advice in communicating digital marketing sustainably and transparently to your audience.
A term that has gotten more and more popular is greenwashing. What is it exactly? This is the act of companies exaggerating the “eco-friendliness” of their products or their brand. For example, a company may claim that their products are made of recycled bottles or trash, but in doing such practices, they still continue to dump waste in third-world countries or have questionable processes.
Basically, this is the act of a brand claiming themselves as “green” but not actually committing to this claim with actions; they only engage in calling themselves environmentally friendly as it provides positive press and perceptions from customers. As such, it is important for businesses to be transparent and convey the right information to their audience.
- Performative Activism
Performative activism can be closely related to greenwashing but encompasses a bigger array of societal issues. With companies posting up graphics on social media symbolizing their support for movements such as Black Lives Matter or during the celebration of Pride Month, many of their audiences scrutinize such behavior, because usually, these companies don’t actually walk their talk.
Brands need to back up their statements with actions and ensure that what they are putting out on their digital platforms is a reflection of truth and transparency. In the long run, performative activism can negatively affect brand perception if they do not back up their words with actions.
- Cultural Insensitivity
With social media platforms, one can reach even the most remote locations, as long as they have internet access. With the world becoming increasingly more globalized, it is important to be sensitive to different groups of people. Brands have a responsibility to be sensitive to their audience, and as such, be aware of the messages they put out through their marketing.
- Get your consumers involved
Audience engagement is always a good idea to keep your brand on the top of people’s minds. In digital marketing, try to incorporate contests, giveaways, and other activities to keep the consumers engaged.
- Stick to your vision and mission
As we discuss greenwashing and performative activism, the main takeaway is to stick to your vision and mission. Not only does this communicate your brand positively to your audience, but it also makes your brand more reputable in the long run.
- Be transparent and claim accountability
It’s important to be transparent when dealing with your brand. This gives a better reputation as well as prevents bad public relations and scandals from happening. When things go wrong, it is also important to claim accountability and properly address the situation at hand and the groups affected.
That’s all for our advice, we hope that this helps your brand gain a broader perspective and incorporate good practices when marketing to your audience. For more information on all things digital marketing, check out our blog! If you’d like to find out about how we can improve your digital marketing skills, check out our courses on our website as well.
About the Author
Athena Macatangay is an intern at the International Institute of Digital Marketing™ and is currently based in Singapore. She is interested in content creation and is constantly developing her skills in writing and creative media. In her spare time, she enjoys reading, singing, and painting.