Tag: sustainability

The Internet of Things (IoT) has transformed our daily lives and created new business opportunities, especially in urban areas. One of the most significant impacts of IoT has been in cities, where the potential for real-time IoT marketing to connect with customers is expanding as cities become more connected. With the power of IoT, businesses can gather valuable data insights, provide personalised customer experiences, and improve their marketing ROI. From connected lighting to innovative transportation solutions, IoT marketing in urban settings offers a vast and continuously evolving range of possibilities.

As an entrepreneur, you may know that marketing is a critical aspect when growing your business. Success is no longer guaranteed simply by creating good products or services as consumers demand more from businesses. Consumers are now looking for a transactional relationship with brands and this means they want to associate with businesses they believe in that align with their core values.

I see and hear it all the time. “Our eco product just doesn’t sell as well as our normal brands” and “people are just not that into buying eco products”.

Comments like this just confirm that the marketer (and the company) are treating eco brands as ‘brand extensions’ the way Coke treats its Zero and Diet products. But eco, green or ethical products cannot be treated in this way.  Coke’s eco plastic bottles still contain a beverage with a long list of health impacts – and people looking for healthy, sustainable alternatives will never reach for a bottled soft drink.

As marketers we all love it when a product we are promoting sells – a lot.

But how many of us stop to really think about the impact that product is having on the world - the people, the wildlife and the environment around us?

Each year I embark on a journey to rediscover myself, my business and my world. It may seem a little philosophical, but it's true.

I do this, not in a traditional way of going into a zone where you are by yourself and you spend time thinking and analysing, but by going away to conferences. In particular, entrepreneurial conferences.