Strategic Digital Marketing and Sustainability

Abstract

Nowadays, people spend their lives in two different worlds, namely the real world and the cyber world. This reality affects both commerce and consumption-related issues. In the cyber world, consumers are exposed to commercial messages more than in the real world and sometimes they are unable to avoid this. The main reason behind this reality is the introduction of Artificial Intelligence (AI). By applying AI technologies, businesses become able to customize their commercial messages for every Internet user. Digitalization also allows businesses to reduce their costs by reaching the target audience more effectively. Moreover, they can present their products in a far and wider geographical range even if they don’t have a physical presence. These developments have helped businesses to widen their target audiences. Besides, these opportunities boost the total consumption level of the world. Since this affects the depletion of the world’s resources, it also increases the amount of environmental waste produced. This situation causes serious concerns for consumers and they begin pushing businesses to produce more sustainable products. This study aims to explain the concepts, methods, and opportunities for using digital marketing for businesses. © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.