It is essential to not only reduce the impact of each advertising piece, but also to measure and improve sustainability throughout the entire marketing value chain.
February 6, 2025 — 8 minutes reading time
Sustainable marketing: optimizing the advertising value chain
@ rawpixel.com
In a world that is increasingly aware of the environmental australia telegram data impact of economic activities, marketing cannot be left behind in the transition towards more sustainable models. The advertising industry , often perceived as intangible due to its digital focus, has a considerable ecological footprint , from the energy consumption of the servers that host advertisements to the production of physical materials for offline campaigns.
The environmental and social impact of marketing is broad, ranging from the use of natural resources to carbon emissions from the distribution of advertising content. A single online ad may seem insignificant, but when multiplied by millions of impressions and thousands of campaigns, the energy consumption of advertising platforms can be comparable to that of highly polluting industries. In addition, the production of paper advertisements, events and merchandising generates waste that, if not managed properly, contributes to the global waste problem.
For this reason, I believe it is essential not only to reduce the impact of each advertising piece, but also to measure and improve sustainability throughout the marketing value chain. This involves evaluating how advertising content is produced, distributed and consumed, identifying critical impact points and establishing strategies that optimize the use of resources. Adopting a sustainable approach to marketing not only helps the planet, but also strengthens the reputation of brands and improves the connection with consumers who are increasingly demanding in terms of corporate responsibility.
What is the marketing value chain?
To understand how to improve sustainability in marketing, it is essential to know its value chain , that is, all the stages and actors involved in the creation, distribution and consumption of advertising messages.
Definition and key elements
The marketing value chain encompasses all the activities necessary for an advertising message to reach the final consumer. It is not just about the production of the content, but also the logistical, technological and strategic processes that make it possible. Its key elements include:
Content production : Creation of ads, videos, graphics and advertising messages.
Distribution and dissemination : Publication in digital and traditional media.
Technology and storage : Use of servers, advertising management platforms and content distribution networks.
Consumer interaction : Advertising consumption and user reactions.
From content production to delivery to the consumer
The journey of an advertising campaign begins with the ideation and design of the message and ends with its consumption and possible interaction by the public. Throughout this process, decisions are made that affect the sustainability of marketing:
Strategy and planning : What are the campaign objectives? How will resources be optimized to minimize its impact?
Content creation : Using efficient digital tools, choosing sustainable materials for print advertising or events.
Distribution and diffusion : Choice of platforms that use renewable energy, intelligent segmentation to avoid unnecessary impacts.
Data storage and management : Optimizing server usage, reducing unnecessary traffic.
Consumption and conversion : Measuring impact to improve future campaigns.