{"id":7543,"date":"2024-05-10T16:31:14","date_gmt":"2024-05-10T16:31:14","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/3-ways-to-boost-digital-marketing-roi-while-reducing-carbon-footprint\/"},"modified":"2024-05-10T16:31:14","modified_gmt":"2024-05-10T16:31:14","slug":"3-ways-to-boost-digital-marketing-roi-while-reducing-carbon-footprint","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/3-ways-to-boost-digital-marketing-roi-while-reducing-carbon-footprint\/","title":{"rendered":"3 ways to boost digital marketing ROI while reducing carbon footprint"},"content":{"rendered":"


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As businesses grapple with reducing their carbon footprint, optimizing digital marketing is an unexpected solution that can also drive better ROI \u2014 a true win-win scenario.<\/p>\n

The carbon cost of clicks<\/h2>\n

In 2022, fifty-five published a study<\/a> (registration required)<\/em> showing that the average media campaign generates 70 tons of CO2 emissions, or the equivalent of seven people\u2019s carbon outputs in an average year. Reducing carbon emissions can come at a hefty cost to businesses, but doing nothing is not an option. Therefore, it\u2019s a balancing act of sustainability versus profit. <\/p>\n

The study broke down the components of a digital marketing campaign and calculated the CO2 equivalence for different scenarios. Aligning these outcomes to favorable business outcomes lets marketers demonstrate they can improve ROI while providing a sustained reduction in carbon emissions.<\/p>\n

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Almost two-thirds of the money spent on programmatic advertising was wasted because ads were shown to the wrong target audience, according to the ANA\u2019s recent report<\/a>. Furthermore, many ads wind up on made-for-advertising sites that are typically fraud, click-bait or offer low-value inventory. These sites are also the ones with the biggest carbon footprints<\/a>. The result wastes staggering amounts of labor, money and electricity. So, optimizing campaigns based on performance not only increases ROI, it also reduces organizations\u2019 carbon footprints.<\/p>\n

Dig deeper: The role of modern marketing in carbon reduction<\/a><\/em><\/strong><\/p>\n

Aligning business and environmental goals<\/h2>\n

Advertisers must identify areas that contribute the most to an increased carbon footprint and hone in on specific business goals, one at a time, to help reduce this overall impact.\u00a0<\/p>\n

The first step is setting tangible goals. Measuring the carbon footprint of digital campaigns is a new thing that people are just beginning to understand. Fortunately, the number of tools and amount of research for carbon footprint reporting is increasing. The Bilan Carbone method<\/a> is just one tool a digital business can utilize to measure digital footprints. It is one way to demonstrate how positive business outcomes can come with reduced carbon footprints.<\/p>\n

The second step is to set a strategy as a business to improve digital campaigns and decrease carbon emissions. This will turn your smart insights and measurements into better outputs, reducing your overall carbon footprint. Below are three key areas to include when building a coherent strategy.<\/p>\n

1. Audience targeting<\/h2>\n

Digital activities account for 4% of the global<\/a> carbon footprint, with energy consumption increasing annually by 9%, The Shift Project reports. Given the growing impact of online activities, it\u2019s clear that optimally targeting the correct audience is key to the success of any campaign \u2014 both from a revenue and an environmental perspective.\u00a0The natural first step is to:<\/p>\n