Digital marketing is a powerful tool for member retailers looking to promote sustainability in their business. A large percentage of customers are looking to align with businesses that practice the ideals that they believe in.
As retailers wonder about the future of print advertising, they turn their focus to digital marketing. While print advertising will always have its place, factors like cost of paper, shrinking distribution avenues, dwindling interest, and decreased sustainability has caused many retailers to look at how to reallocate these shares of the marketing pie.
Here are a few ways that various marketing channels can help to portray that image:
- Email Marketing: We know that email allows you room to tout several things you are doing at your stores. Use this space to highlight your store’s use of eco-friendly packaging, any recycling or earth-friendly processes you are using and any partnerships with local organizations focused on sustainability.
- Social Media: Channels like Facebook and Instagram let you show off ways that your store is using sustainable and eco-friendly products and practices. Use video to highlight products and packaging, show off local products and help amplify the voice of local and groups with focus on sustainability.
- Ecommerce: Ecommerce platforms can help you reduce waste by offering online ordering and delivery options. This can help reduce the need for single-use plastic bags and packaging and can also make it easier for customers to shop sustainably.
- Programmatic Advertising: Programmatic advertising allows owners to target specific audiences with digital ads. This can be used to promote sustainability by targeting ads to consumers who are interested in eco-friendly products or sustainability in general.
AWG Marketing’s Retail Marketing Network has become a powerful force for AWG member retailers over the past year, focusing on all four of the above tactics. It allows retailers access to content on digital and traditional media bringing together AWG promotions from multiple departments, leveraged CPG campaigns that drive sales, and includes AIM programs for participating stores.
Want more information, or to sign up for any of these programs? Contact AWG Omnichannel Marketing Supervisors Kurt Kloeblen ([email protected]) or Carissa Teschner ([email protected])
