Emerging Technologies Accelerate Smart Sustainable Marketing Adoption

Why It Matters

In today's market, businesses must consider sustainability not just as an ethical imperative but as a strategic advantage. Understanding how new technologies can facilitate these sustainable marketing efforts is crucial for competitive positioning and long-term viability.

Key Finding

The study found that new technologies, particularly in business informatics, are key enablers for smart sustainable marketing, making it more effective and driving its adoption.

Key Findings

• Emerging technologies have a significant positive relationship with smart sustainable marketing.
• Drivers of smart sustainable marketing positively enhance its effectiveness.
• Innovations in business informatics positively influence smart sustainable marketing.

Research Evidence

Aim: To investigate the relationship between emerging technologies and the development of smart sustainable marketing within the Greek business market.

Method: Quantitative survey research

Procedure: An online questionnaire was administered to marketing professionals in Greece to gather data on their perceptions and adoption of emerging technologies in relation to smart sustainable marketing practices.

Sample Size: 320 participants

Context: Business marketing and emerging technologies in Greece

Design Principle

Leverage technological advancements to drive sustainable market practices and create competitive advantage.

How to Apply

Evaluate current marketing strategies for opportunities to integrate emerging technologies that support sustainability objectives, such as AI for personalized eco-messaging or blockchain for supply chain transparency.

Limitations

The study's findings are specific to the Greek business market and may not be generalizable to all markets.

Student Guide (IB Design Technology)

Simple Explanation: Using new tech helps companies do marketing that is good for the planet and also good for business.

Why This Matters: This research shows that using new technologies is not just about being modern, but it's a key way to make marketing efforts more sustainable and successful.

Critical Thinking: To what extent does the 'smart' aspect of sustainable marketing, enabled by technology, truly contribute to environmental sustainability versus merely improving marketing efficiency?

IA-Ready Paragraph: This study highlights the critical role of emerging technologies in advancing smart sustainable marketing, demonstrating a significant positive correlation between technological innovation and marketing effectiveness. The findings suggest that businesses must actively integrate new technologies, particularly in business informatics, to drive sustainability initiatives and achieve market leadership.

Project Tips

• When researching a product, consider how emerging technologies could make its marketing more sustainable.
• Investigate how digital tools can help communicate a product's environmental benefits to consumers.

How to Use in IA

• Use this research to justify the selection of emerging technologies in your design project, linking them to sustainable marketing outcomes.
• Cite this study when discussing the role of technology in achieving market sustainability goals.

Examiner Tips

• Demonstrate an understanding of how technological trends can be leveraged for sustainable business practices.
• Connect the adoption of specific technologies to tangible improvements in marketing sustainability.

Independent Variable: Emerging technologies (e.g., business informatics innovations)

Dependent Variable: Smart sustainable marketing effectiveness and adoption

Controlled Variables: Business market context (Greece), drivers of smart sustainable marketing

Strengths

• Provides empirical evidence on a relevant and current topic.
• Focuses on the practical application of technology in marketing.

Critical Questions

• How can businesses measure the ROI of investing in emerging technologies for sustainable marketing?
• What are the potential ethical implications of using advanced technologies for sustainable marketing?

Extended Essay Application

• An Extended Essay could explore the specific types of emerging technologies that have the greatest impact on sustainable marketing in a particular industry.
• It could also investigate the barriers to adopting these technologies for sustainable marketing purposes.

Source

Smart Sustainable Marketing and Emerging Technologies: Evidence from the Greek Business Market · Sustainability · 2023 · 10.3390/su16010312