www.managedITmag.co.uk 17 MARKETING audience, people today are increasingly seeking more intimate, personalised experiences. Instead of hosting large-scale events where attendees can feel lost, brands can create smaller, more focused engagements, such as roundtables or workshops, where participants from the same industry or with shared challenges or goals can connect with peers and suppliers, hold meaningful conversations and learn something valuable. Organising local events easily accessible by public transport also helps minimise long‑distance travel and large‑scale production efforts. 5 Sustainable data usage Another key aspect of reducing emissions is data management. By storing and using only the data you need, you reduce the energy required for storage and processing. Minimising unnecessary tracking, cookies and third-party scripts on your website also helps, as these slow down sites and increase energy consumption. Practising data minimalism not only reduces emissions but aligns with increasing consumer demands for privacy and data responsibility. In addition, regular data cleansing for email marketing can have a significant impact. Reviewing bouncebacks, removing inactive contacts and eliminating ‘dead’ emails from your lists will reduce the amount of data that needs to be stored and processed and improve email marketing efficiency, as only those who actively engage with your content will receive communications. This cuts down on digital waste and increases campaign relevancy and engagement. 6 Optimising video and content usage Video content is one of the most energy-intensive forms of media due to the bandwidth required for streaming, but it’s also a powerful tool for engagement. There’s currently a shift in how people consume video, away from highly polished, overly scripted videos towards personal content, often created with a handheld device, that’s a little rough around the edges but created by real people consumers can relate to. These types of video tend to be lighter on resources and are often more impactful because they resonate with viewers’ desire for authenticity. By focusing on shorter, real-time videos that are directly relevant to their audience, brands can reduce energy consumption and create more engaging, humanised content. Why humanising marketing is key All these steps represent a more human, personalised approach to marketing. The days of mass campaigns and generic, onesize-fits-all messages are fading. Instead, consumers want brands to speak directly to them and offer real value. By humanising marketing and focusing on inthe-moment personalisation, brands can deliver the right message at the right time without overwhelming audiences with irrelevant content. A supermarket app that sends offers based on past purchasing behaviour in real-time when a customer enters the store is far more efficient than sending a mass email blast after the fact. This approach reduces digital waste, enhances the customer experience and builds stronger relationships – all while helping to lower emissions. As marketers, we have a significant opportunity – and responsibility – to reduce the environmental impact of our digital activities. By becoming more aware of our digital emissions and taking actionable steps to reduce them, we can make a tangible difference for the planet while continuing to engage and delight our audiences. More than half (59%) of businesses might not yet be looking at this issue, but those who act now can shrink their carbon footprint and build more authentic, sustainable relationships with their customers. The future of marketing isn’t just digital – it’s sustainable, personal and human. You must earn the right to be heard In over 25 years of crafting stories and experiences, I’ve always believed people must be at the heart of everything we do, and that is truer now than ever. The world has changed; people’s time is more valuable and they’ve become much more selective when it comes to the content they engage with. They’re tired of endless, generic messaging, especially when it’s locked behind gates and calls for their attention without offering real value in return. The next time you’re preparing to share insights with your audience, ask yourself these three questions: 1 Have you done your research upfront and actually talked to your customer? 2 Does your content offer something truly unique, something that no one else is giving them? 3 Why are you doing this? Is it just to generate leads, or are you genuinely trying to build trust and deliver value? If you want to build a long-lasting relationship with your audience, whether they’re customers or prospects, you need to earn the right to be heard. You can’t expect them to engage simply because you’ve put something out there. They have to want what you’re sharing, and that means delivering relevant, personalised content that speaks directly to their needs and values. If they like what you have to say, they’ll come back for more. But don’t lose potential lifelong customers just because your salespeople are too quick to count someone as a ‘lead’ based on a brief interaction. Building a meaningful relationship takes time. Let your audience set the pace. Be there when they need you, and focus on becoming someone they trust, rather than someone who’s only interested in closing the next sale. In the end, relevance and authenticity will win out. Earn people’s attention, build their trust, and they’ll keep coming back for more – not because they have to, but because they want to.
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