Smartphones, smartphone apps and Facebook are engineering a marketing revolution that could enable the marketing dreams of companies seeking to grow green revenues.
Here’s what Facebook is doing. They are working on software that will ship an ad to your Facebook page that promotes a product linked to your stated interest. They call this linking real time conversations to target advertising. Here’s an example on how this could work. You type on your Facebook page that you are hungary for a pizza and boom, in comes an ad for a local pizza restaurant onto your Facebook page!
Let’s look past the potential “scary” aspect of what this could mean in terms of your freedom to express yourself without having advertisers hanging onto your every word.
In terms of green marketing the implications are nothing short of revolutionary!
Market research has documented that customers are actively searching for “in me, on me and around me” products and services that advance the welfare of themselves, their family and community. These consumers are connecting through social media like Facebook in a process of learning, then experimentation and finally purchases.
So visualize the green marketing opportunity as this mass of consumers, one recent study pegged their numbers at over 70 million, begin to post on their Facebook page their search topics, their search results, what they learned and their experiences in trying out new green products! The Facebook Real Time Conversation Targeting Advertising software holds the potential for a company with an “in me, on me and around me” product solution to target their product’s VALUES messaging in REAL TIME to the green or wellness consumer talking about this on their Facebook page.
Google has announced they believe search will be one of the most transformative technologies in our lives. The Facebook example is a glimpse on where search is heading. In today’s world search “reacts” to a consumer typing in a word or question. This will be left in the dust as search grows in its “proactive” abilities to automatically trigger messaging to your smartphone or Facebook page, in REAL TIME AND FOR YOUR CURRENT LOCATION, on your topic of interests.
This could enable a sea-change in the marketing of sustainability and wellness. The potential is a radical shift away from consumers focusing upon brands based upon the financial strength of a company to push mass media advertising and towards companies that can connect with consumers based upon the authenticity of their messaging including how this messaging aligns with the consumer’s stated values.
Therefore, the number one strategic marketing issue for your green business must be to begin “learning by doing” experiments with smartphones, smartphone apps and social media like Facebook in anticipation of a near-term future marketing opportunity of being able to link your values message to the 70 million potential customers actively searching for you and your product!
Bill Roth is the founder of Earth 2017 that focuses upon the emerging smart, healthy and green economy. His book, The Secret Green Sauce, profiles best practices of businesses making money going green.