Why is sustainable marketing the key to success in the 21st century? Consider these compelling reasons:

• Consumer Demand: Studies show a growing preference for sustainable products and brands. In fact, a 2022 McKinsey report revealed that 70% of global consumers are willing to pay a premium for sustainable offerings.
• Brand Differentiation: In a crowded marketplace, sustainability sets you apart. It tells a powerful story about your values, resonating with environmentally and socially conscious consumers.
• Enhanced Reputation: Sustainable practices build trust and loyalty. Consumers appreciate brands that take responsibility for their impact, leading to positive word-of-mouth and brand advocacy.
• Future-Proofing Your Business: Sustainability isn’t just a trend; it’s the future. By integrating sustainable practices now, you ensure your business is prepared for stricter regulations and evolving consumer expectations.

So, how do you create a winning sustainable marketing campaign? Here are some key ingredients:

• Authenticity is Key: Don’t greenwash! Consumers can smell inauthenticity a mile away. Ensure your sustainability efforts are genuine and backed by concrete actions.
• Focus on Impact: Highlight the positive environmental and social impact your products or services have. Quantify your efforts whenever possible, using data and metrics to tell a compelling story.
• Transparency is Crucial: Be open and honest about your sustainability journey, highlighting both achievements and areas for improvement. Transparency builds trust and fosters engagement.
• Partner with Purpose: Collaborate with NGOs, sustainability experts, and like-minded brands to amplify your message and create a wider impact.
• Engage Your Audience: Don’t just preach; create a conversation. Use social media, interactive campaigns, and educational content to engage your audience in your sustainability journey.

Remember, sustainable marketing is a marathon, not a sprint. It’s about integrating sustainability into your core business values and practices, and then communicating your efforts authentically and transparently. By doing so, you’ll not only contribute to a healthier planet but also unlock success in the 21st century and beyond.

Ready to embark on your sustainable marketing journey? Get in contact with our professional experienced sustainable marketing team today – Let’s create a future where business and sustainability thrive together.

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Read on to find out where the industry is headed as it heralds a new era of efficiency, speed, and environmental responsibility! 

Supersonic, and Sustainable

The last supersonic, passenger-carrying, commercial plane was spotted in the skies in 2003, and none thereafter. The unfortunate engine failure that led to the death of all 109 passengers onboard was the final nail in the coffin. These commercial supersonic flights were then discontinued, due to more reasons than one. At the time, they were just too noisy, unsustainable, and overtly expensive to continue. 

But now things have changed.  

Technological innovations have boomed over the last decade, and have led to the rise of Boom, the world’s first privately funded and developed supersonic jet. With the vision to develop a commercial airliner, Boom Supersonic predicts the ability to be able to carry 65 to 68 passengers, fly at Mach 1.7 speed, and do all of that with net-zero emissions!  

A lot more companies/startups, like Exosonic, United, Japan Airlines, and Virgin Atlantic to name a few have pledged efforts towards leading the way in making supersonic flights a reality.
 

Fuelling Sustainability 

Since the 1960s, the contribution of the airline industry towards carbon emissions has almost quadrupled! Last year, when the world had only started to recover from COVID, the travel industry witnessed an influx, leading to over 900 Mt tonnes of CO2 emissions in 2022, according to a recent study by Statista. 

These numbers are on the rise and are moving faster than any other form of transportation. Right now, only 20% of the world opts for regular air travel, but things could quickly change as Aviation Benefits predicts over 10 billion passengers to be flying by 2050. This would mean a significant rise in supply, leading to an estimate of 1.8 billion tonnes of CO2 being emitted.  

What’s the solution? Innovative carbon-neutral vehicles that run on hydrogen instead of traditional fossil fuels. There are leading companies like ZeroAviva that are working towards revolutionising the airplane powertrain industry by making easy access to hydrogen fuel a reality. 

Automation will be worth $24 billion! 

While automation has dipped its toes in every other industry only recently, it’s always been prevalent in the airline industry, like the autopilot feature, to name one. 

Now going even deeper, its increased prevalence in cargo transportation has gained quite a bit of momentum in the industry. From self-flying planes to Merlin Lab’s autonomous flying software, automation has taken different forms in the aircraft market.  

The market is predicted to be worth more than $16 billion by the end of 2027 and go up to $24 billion by the end of this decade.  

Flying Cars Exist 

As 2050 as it may sound, hybrid drive-and-fly cars do exist! Thanks to great automotive efforts by companies like Klein Vision, inter-city flying cars have been made, tested, and run between Nitra, Slovakia, and Bratislava. 

Their AirCar Pro model has already successfully completed over 140 landings, running 35-minute flights between said cities as of July 2021 and the world is now envisioning air taxi fleets by 2024. Joby Aviation is already one such established air taxi company that plans to make air taxis just as affordable as a regular taxi. Many people’s favourite Uber is also working towards launching Uber Elevate. 

Predictive Maintenance to Benefit Both Parties Involved 

Delays in flights due to a potential malfunction, the anxiety of having a safe flight across borders, expensive tickets due to continuous upkeep, etc. are a few of the many factors that can be resolved through predictive maintenance. 

An issue that has forever plagued the aviation industry, the sky-high costs that come with regular checks and disruptive maintenance can potentially cease to exist. According to Airbus, modern commercial aircraft generate about 30gb of data per day. When this data is read, interpreted, and analysed by manufacturers, it can lead to early diagnosis and timely repairs. This is what we commonly call predictive maintenance.  

As we continue to soar towards a sustainable future, these trends will continue to shape the aviation landscape, the kind that is not only faster but also increasingly automated, interconnected, and innovative. The skies of tomorrow promise to be both thrilling and environmentally conscious, and we’re here to bear witness! 

As an established agency, we have a highly knowledgeable ‘in-house’ team that consists of aviation marketing experts who offer a wide range of skills and expertise. Get in touch with us to see how we can help promote your aviation brand and campaigns into 2024. 

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Meet Angie…

Angie first started working with Brighter Directions on a freelance/ contracted role back in 2013 where she provided creative expertise to a range of our clients, and our love for her has grown from there – we simply will not let her away from our little claws now!

Angie is a true creative Queen, she is not only graphic and creatively design experienced and trained, but she’s also a fabulous qualified and experience illustration, fine art and is also a painter and photographer too – a very rare quality in design she bridges the gap between modern creatives and traditional standards!

Her role;

Angie runs the creative division for Brighter Directions, she not only manages hundreds of our client creative and visual brand campaigns, but also supervises and mentors our newest designer Diana, who loves working with Angie under her creative leadership and skill.

About Angie;

Angie is a very sweet, nurturing and genuine person with a ‘wicked’ sense of humor and a laugh that makes the office stop dead. She is always the first to offer out hugs when needed and often makes us laugh with her little giggles from the creative corner of the office!

Outside of work, she now resides between our offices in Chesterfield and Scotland… (you read right, she moved for love!), in her beautiful country home with Stephen and her kitties who often plaque her life with fun (ruined carpets) and laughter.

Some things you may not know…

Angie is a genuine and incredibly creative person who often surprises us all with how she takes our scraps of drawings and notes and turns them into branded perfection!

As well as keeping busy with work, Angie is also incredibly passionate about charity, Cancer Research who she works with all over the country with her partner to create fundraising inclusive events such as Halloween walks, fun-runs and more. (She’s also amazing at baking cakes!)

In her spare time she is often found out enjoying the countryside or with a hot cup of chocolate (or coffee, crikey this girl loves her coffee!) in front of a warm fire…. bliss!

You can read more about Angie on our MEET THE TEAM PAGE – as well as learning about our other incredible team.

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Meet Sahara…

Sahara is one of our most established employees, having joined the company back in 2008 on a Marketing Apprenticeship program – little did we know then that this would be the start of her amazing career with Brighter Directions, she has blossomed into an integral part of our team, leading by example on some of the largest marketing campaigns globally, she now holds a ‘Marketing Manager’ position and manages the digital and social teams directly, as well as providing overall support to the PR & Marketing teams.

Her role;

Sahara directly manages our digital and social media manager teams, consisting of six highly trained and experienced ladies (Natasha, Danielle, Lisa, Melanie, Alicia and Mel), which includes all the strategic management and leadership of all client accounts across our organisation, managing the team directly through motivational management and inspirational team meetings – this is in addition to her day-to-day activities running of her own larger social media accounts across a range of sectors from B2C care through to professional sales alignment and B2B technical campaigns.

Sahara has definitely ‘paid her dues’ in terms of her role, she started with the company and has worked from the ground up, developing and honing her skills, experience and outside of personal social networks has an exceptional understanding of commercial social media she now uses to pass onto client accounts and developing her own teams skills through CPD.

About Sahara;

Sahara is one of the most sociable and hard-working people anyone could ever meet! She is an incredible asset to our company and that of our growing client base, she treats every single one of her clients strategies like it was her own money – and that makes her pretty special.

In the office she is always one of the loudest and honest of our little family, she is the first to encourage people to do their best and expects nothing less in all situations because ‘if she can, why cant you’ is her ethic.

Outside of work, she is a very proud mummy to three loving doggies, Poppy, Bear and Lady as well as an array of other ‘animals’ she loves and cherishes, including a tortoise (who was a boy and now lives as a girl… long story!) and various house spiders and rescued pets like birds and hedgehogs – she welcomes them all in. A ongoing joke in the office is that she actually loves animals more than people and would happily live on a farm in the middle of nowhere with her herd of animals following her around all day!

Some things you may not know…

Sahara is passionate about charity, one particular one that holds her heart dear, #IBDSuperheroes which she founded in 2015 with a group of other volunteers across the country and has been awarded the ‘Pride of Britain’ award in 2016 for raising over £1m pound for Crohns and Colitis charity. She suffers from IBD (Colitis) which has seen her undergo several life-threatening surgeries over the years and loves giving back – but you still won’t see her have a day off work sick!

She is also a massive fan of camping and festivals… the old fashioned ‘tent’ way…

You can read more about Sahara on our MEET THE TEAM PAGE – as well as learning about our other incredible team people.

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So, how can brands ensure you have the right mix of personal commitment versus commercial digital strategy in your social media tactics?

Here are our top 5 considerations, based on our management experience globally;

1. Know Your Audience
   1. Probably the most crucial element of social media is distinguishing between your audience profiles, and knowing what their drivers are for engaging with organisations/ products such as yourself. Once you have this you will have a clear plan to build on from content to visual styles that attract them the most.
2. Know When to Get Personal
   1. Social Media isn’t about broadcasting news and updates – it ‘should’ be focused around the engagement of your audience, so choosing topics and interest that is of benefit to them is the real driver – Commercially this could be talking about your culture, adding personality with ‘behind the scenes’ or showcasing recent products is also a great way for people to see behind the logo.
3. Encourage / Ask
   1. On the same theme, your social should always look at ‘how can I engage my audience more?’ – the whole point is how you can connect on a digital level with your audience, so you are doing everything you can to encourage that, right? Think polls, surveys, competitions – all great methods.

Think about what’s interesting and mix with asking for their opinion and feedback (Starbucks did a great campaign around this a few years ago, asking for new ingredients testing and it built the brand!).

4. Opinion isn’t the right type of personal sharing..
   1. There are lots of opinions we may be inclined to express on social media (politics, religion, trending news) – but let’s remember that your social presence isn’t about you; it means staying positive and sticking to topics that interest your audience.
5. Too much automation
   1. Obviously, there are some superb tools available for organisations to ‘assist’ (I chose that word very carefully), in the maintenance of social media platforms, Hootsuite, Tweetdeck to name a couple; yet in our experience, social is just that and sometimes, automation systems tend to overlook that!

It’s also worth pointing out that you are much less likely to post something ‘on-the-line’ or embarrassing if you are live when posting, as opposed to scheduling for the future.

Social tools should always be used in conjunction with social management, not in replacement. In social media (and in life, too if you look at it), true engagement outdoes technology, every time.

Brighter Directions are a multi award-winning professional marketing agency, specialising in outsourced marketing solutions, predominately around Social Media and Digital influence and PR & Media Communications, working with an array of cross-sectors globally, from SME’s to global multinational corporations.

Being one of the first independent social agencies to launch in the UK have given them a strong footing as leading experts across social media solutions globally, providing expertise and advice through global news and authority sites such as BBC, ITV, CNN, Trinity Group and more – The company have been recognised in numerous national and global awards for their quality, professionalism and service excellence.

If you are looking for a reputable, leading marketing agency to trust your commercial reputation, look no further. For either ad-hoc campaign launches or ongoing management, contact www.brighterdirections.co.uk

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The country woke this morning to the devastating news this morning that Britain has had a majority vote to leave the EU.

Brighter Directions position was a clear REMAIN, we have seen first-hand through our international relationships the value the EU creates for Britain and the countries within the consortium and are absolutely distraught to see that the positive EU relationship will not continue as part of the wider network in the future.

Britain is set to be the first country to leave the EU since its formation. The split was almost level, with 51% and 48%

Clearly there are some very difficult days ahead, yet the transition is likely to take some time to come into full force, the British Prime Minister David Cameron has announced this morning at 8am his resignation to lead the country into this new era, including the government having to negotiate its future trading relationship with the EU and fix trade deals with non-EU countries.

Brighter Directions will continue to support EU and other international organisations enter  and remain successful the UK market through outsourced marketing solutions, PR and social tactics.

You can read more about the EU Referendum on the BBC website; http://www.bbc.co.uk

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Shopping ads, or product listing ads (PLAs), are set to appear within Google image searches

Leading publishes and marketing news channel E-Consultancy offers some feedback on what you now need to look out for, when it comes to Google search;

An example of PLAs for the image search term ‘crystal necklace’.

Expect a drop in organic traffic from image results

Of late, Google’s product changes in search have led SEOs to bemoan the erosion of natural listings, notably with more and larger ads appearing on mobile (three text ads at the top instead of two, and large format PLAs).

Typically on Google Image search all results are organic and take up approximately 66% of the screen above the fold. With the introduction of Image Ads this drops to about 25%, so if you are currently getting a lot of traffic through image searches expect this to drop off significantly.

The ads themselves will be more relevant to the search and have extra information which will further take clicks away from organic results (such as prices, brand names and URLs of trusted websites).

This is another step in the direction of the first page of Google containing only paid-for or non-organic results!

Image ads could become a powerful new tool

What is being picked up on is the power of imagery across ecommerce, from retailer websites, to Instagram and Pinterest particularly.

Viewed in this light, PLA ads in image search could become a powerful new tool.

But advertisers should keep on eye on CTR and CVR

The loudest note of caution, as usual with PPC, surrounds the implementation and testing of this feature by advertisers.

And don’t forget retargeting through PLAs

There will be doubts about Google image search’s ability to drive sales (not just awareness) in ecommerce until results come through.

However, we shouldn’t forget that remarketing lists for search ads (RLSAs) work with PLAs, and therefore retailers will be able to retarget customers who have visited their site with PLAs in image search.

Could Google monetise image search beyond PLAs?

Although not impacted at this stage, this change is most likely an indication of Google’s future intent to monetise image listings within the natural search space, in the same way that shopping listings were moved to a paid-for format (PLAs).

See the original article here.

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Understanding your customer profiles is a VITAL to ensuring your marketing success, and also the one that can kill your business quicker than you can say ‘where did they go?’

Not only is it an essential tool for marketing professionals, it also works as a great reference tool for other departments such as operations, sales, customer services etc.

Where to start, put fingers to your keyboard and note down;

1. Overview of the people you want to target – Who they are (titles, departments, demographics), where to find them, and related context.  Any clues for “spotting” them and best points of entry.
2. Their needs and challenges – What problems or “pain” do they face, and how can you fix it? Don’t just think about the basics of features/ benefits – but think in marketing terms – what vocabulary or phrases that are likely to come up in conversation that really engages them?
3. Questions – Ask about specific needs and the CONTEXT in which they operate or make purchasing decisions, so that you have a clear example of their buying decisions, points of contact and what motivates them to choose suppliers.
4. If in doubt, utilise one of the hundreds of customer profiling templates available online, simply select “customer profiling template” and take your pick…

5. Once you have your profile – Demonstrate ability. Utilise your case study and previous client portfolio to work for you, target specific sectors you have proven experience in and with initial contacts, send over samples of what impact you have made on similar companies/ models

Want to know more about how you can utilise customer profiling in marketing?

Brighter Directions are a specialist outsourced marketing agency, working with firms to provide professional, expert remote marketing support staff either on a long-term basis or through short term campaigns.

To learn more about how you can absorb your marketing plan better, call us on 01246 252855

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