ABSTRACT
Chapter 5 examines five actionable digital marketing strategies based on the foundational components of the Sustainable Marketing Normal. The first strategy focuses on managing media: from the paid, earned, and owned model to augmented media. Augmented media is a new media category that relies on emerging technologies such as augmented reality (AR) and virtual reality (VR) to foster deeper interactions with a brand's target audience. The second strategy is concerned with managing relationships: from customer relationship management to stakeholder relationship management. With the growth of digital media, the focus on customer-centric relationships has expanded to stakeholder-centric relationships as a strategic priority. The third strategy is centered around managing data: from traditional market research to broad data analysis. In the Sustainable Marketing Normal, marketing analytics, broad data analysis, and social monitoring tools transform marketing campaigns from reactionary to predictive. The fourth strategy is centered on managing lead generation: from outbound to inbound marketing. Traditional marketing had an outbound focus. Inbound marketing, by contrast, is a holistic, data-driven strategy that helps organizations attract and convert visitors into prospects and stakeholders by providing personalized, relevant content instead of interruptive messages. The fifth strategy is about managing sustainability: from investor profit to stakeholder impact. The organization's broader purpose has evolved from a narrow focus on investor profit to a broader focus on optimizing stakeholder impact. In the context of the Sustainable Marketing Normal, organizations must focus on integrating sustainability across all operations and business decision-making.
