Marketing’s Role in Driving a More Sustainable Future

Marketing is often seen as the growth engine within organizations, however growth at any cost is unsustainable. You cannot have infinite economic growth on a finite planet. And, it’s fair to say that marketing has played a key role in getting us to where we are today in terms of the environmental and societal challenges we face. Marketers have shaped our brainprint and created behaviors which have led to overconsumption (fuelling increased production and use of resources), and unmanageable levels of waste.

However, marketing is also well placed to be part of the solution. As stated in our book, Sustainable Marketing, How to Drive Profits with Purpose, we believe “There’s no one better placed to effect change, align with and influence customers and drive hope for a better, more sustainable future, than an ‘educated and aware responsible marketer.” Marketers have the biggest, most important, and some could argue, exciting role of their lives ahead. In this webinar, we’ll explore marketing’s role in driving a more sustainable future and how marketers can use their skillsets and powers for good.

Key takeaways:

  • An understanding of how the operating environment has changed:
    • The challenges and opportunities.
  • Where to start in your sustainable marketing journey:
    • What marketers need to be aware of.
    • Why education and awareness is key.
  • Why our role as marketers is so important.
  • The need to get a little uncomfortable—putting people and planet over economic growth at any cost.

Gemma Butler
Co-founder / Director
Can Marketing Save the Planet, Ltd.

How to Advertise on Podcasts and Streaming Music to Reach an Untapped Audience

As streaming music and podcasting listening booms, more advertisers than ever want in. Across industries, brands are waking up to these new media’s ability to reach new customers and generate leads.  In fact, according to recent studies, 41% of listeners actually trust ads more if they hear them on a podcast and 81% say they’ve taken action after hearing a podcast ad. In this 30-minute recorded webinar, learn how to shift your marketing strategy toward this growing medium, best practices for advertising on streaming, and how you can take advantage of it.

In this session, you will learn:

  • Why you should include streaming music and podcast advertising in your marketing budget, and how you can take advantage of it
  • Best practices on ad strategy, placement and measurement
  • Case study on how one company shifted budget from Facebook to streaming audio and saw a 30% increase in Gross Revenue
  • How digital audio differs from traditional radio in terms of targeting, personalization, and effectiveness

How to Amplify Brands on Twitter

A marketer without a Twitter feed isn’t even in the game. A no-cost Twitter account can showcase your brand to the world, amplify your interests and causes, and connect you with valuable people. Join The Direct Marketing Association of Northern California on a complimentary webinar on using Twitter. Learn what to do—in less than 15 minutes a weekday. Communications Strategist and WICster Laurie Kretchmar, author of the new book, Tweet This! How to Amplify Your Brand on Twitter, will share her easy-to-use framework for thinking about content, amplifying one’s brand, and building your network, plus outline the most useful aspects of Twitter, the app that journalists, podcasters and other influencers can’t live without.

Join us to learn how to shift your marketing strategy toward this growing medium, best practices for advertising on Twitter, and how you can take advantage of it. Don’t miss this 30-minute webinar!

Key takeaways: 

  • Learn the C-A-B framework (Create–Amplify–Build) for content strategy and how to use Twitter to amplify your brand.
  • Discover 3 myths & 3 truths about Twitter.
  • Get useful Twitter Cheat Sheet / Worksheet, plus suggestions for your First 5 Tweets.

Speaker: Laurie Kretchmar is a Communications Strategist with Laurie Kretchmar Associates.

Myths of Social Media—Dispel the Misconceptions and Use Social Media Effectively in Business

There are so many myths surrounding social media, but our Social Media Marketing Strategy Masterclass expert Michelle Carvill—MA, FCIM, Author is joining us on this free webinar to bust some more!

She will be talking through:

  • Social media activity is purely a marketing function.
  • Social media is of no use for internal communication.
  • Business leaders don’t need a presence on social media.
  • Social media is not strategic.
  • Social media influencers are a new phenomenon.