Digital advertising: The future of sustainable marketing?

Absztrakt (kivonat)

The budget spent on digital advertising will reach 389 billion Dollars in 2021 (Monojoy Bhattacharjee,2020). Based on this assumption, this thesis will examine the key to digital marketing strategies and the reason why traditional marketing strategies are fading out. With the help of prominent thinkers of the field of marketing, such as Warschauer and Kotler and sustainability which is the balance in between the process of our population living and the capacity of our environment, meaning that by expressing ourselves we do not cause irreversible harm to the Planet (Ben-Eli, 2018). This thesis is going to explore the question of how online marketing can be more sustainable than traditional marketing. In the past decades, internet-based advertisements have become widely adopted and 53% of marketers say blogging is their top content marketing priority (Responsify, 2021). Does our population in 2022 think that internet-based advertisements are more sustainable than paperbased ones? The empirical part of the thesis corresponds to a survey on people’s thoughts about the difference between traditional and digital marketing from the aspect of sustainability. The survey is distributed in Exponential Non-Discriminative Snowball Sampling. The goal of this thesis is to shed light on the development of new trends and analyze the rate of sustainability of online marketing compared to paper-based advertisements.