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What is Green Marketing and examples of how brands use it

Every time the competition is greater and it costs more to differentiate itself from the rest, except for very remote characteristics that it costs to capture. Given the lack of differentiation with respect to the competition, brands apply different techniques, either through changes in the good or service itself or by carrying out marketing actions that come to position themselves in the consumer’s brain as different and that generate a memory. One of the types of marketing that brands apply to differentiate themselves is Green Marketing , also known as Green Marketing or Ecological.

Index of contents:

  • What is Green Marketing?
  • The origin of Green Marketing
  • Success factors of a Green Marketing campaign
  • The Ongoing Debate on Green Marketing

Environmental problems are increasing and actions to improve the environment grow and multiply thanks to innovation. Brands that are aware of this, and especially those that damage the environment through their production processes, need to counteract the damage they generate. To do this, they apply Green Marketing tactics, but what exactly is Green Marketing?

Index of contents

  • What is Green Marketing?
  • The origin of Green Marketing
  • Success factors of a Green Marketing campaign
      • 1 # The success of the target to which the campaign is directed
      • 2 # The price
      • 3 # Innovation and quality
  • Most Notorious Examples of Green Marketing Brands
      • Toyota, the Prius case
      • Nike’s Making App
  • The Ongoing Debate on Green Marketing

What is Green Marketing?

The American Marketing Association defines Green Marketing as “the development and marketing of products designed to minimize the negative effects on the physical environment , or to improve their quality” and also highlights that they are those “efforts of organizations to produce, promote, package and claim products in a sensitive or responsive way to ecological concerns ”, a somewhat abstract definition but that defines the concept of Green Marketing well, always linking it to Social Marketing .

On the other hand, The Green Marketing Company defines Green Marketing as “those promotional activities aimed at taking advantage of changes in a consumer’s attitude about a brand. These changes are influenced by policies and practices that affect the quality of the environment and reflect the level of concern for the community ”.

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If we summarize the two definitions given by these two institutions, we define Green Marketing as “ the practices that brands generate to improve the environment , with the aim of adding a competitive advantage and a change in consumer perception of the brand, showing that they care about the environment ”.

The origin of Green Marketing

The origin of Green Marketing dates back to the early 90s, when a great social conscience began to originate to take more care of the environment. One of the greatest precursors was Al Gore who, with his successful film “An Inconvenient Truth” based on the environmental problems that existed at that time, unleashed a change in attitude on the part of society that was increasing, and the brands did not want to miss this change in the consumer.

The creation of products that were as biodegradable as possible was one of the most noticeable changes, since with the mere fact of generating biodegradable plastic bags it was possible to reduce a high percentage of bags that remain dead in the middle of the sea.

The use of recycled products was also one of the techniques most used by the brands, which realized in many cases that using recyclable products also meant savings in the long term in the cost of disposing of the materials used for production. .

Currently, with the Kyoto Treaty,  a large part of the world’s large companies are obliged to improve their production methods in order to reduce environmental damage. This issue has been analyzed for years, due to its difficulty in controlling and monitoring.

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Success factors of a Green Marketing campaign

1 # The success of the target to which the campaign is directed

Each good or service has its own target and therefore not all segments are equally aware of environmental problems. Therefore, a lot of work has to be done in previous research to detect whether a green marketing campaign is going to work with the target audience or not.

2 # The price

The price factor is always fundamental when making the purchase decision, therefore, no matter how hard the green marketing campaign has been worked, if then the price is not at the level of the competition, either because it is too high or no, the green marketing campaign has little to do.

For this reason, all green marketing campaigns must take care of the detail that the price is in accordance with its competitors  and, if possible, that it is shown that being an ecological product it can be somewhat more expensive or cheaper, depending on the case.

3 # Innovation and quality

Before launching a green marketing campaign, it must be carefully evaluated if it represents a very large competitive advantage or not, in order to assess whether the campaign will be a success or not. Highlight in the Green Marketing campaign the advantages that are obtained from being an eco-friendly good or service , since it can help a lot for the consumer to understand the meaning of being an ecological product and therefore feel more identified with it.

Most Notorious Examples of Green Marketing Brands

Toyota, the Prius case

In 2000, the Japanese brand Toyota, one of the largest car manufacturing companies in the world, launched the “Prius” car model, which has since become the best-selling hybrid vehicle in the United States. Toyota since its launch has made great economic efforts in advertising campaigns that stand out for being Green Marketing, since they took advantage of the fact that they sold a very complete car with which pollution was reduced by almost half thanks to being a hybrid.

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Throughout 2007, Toyota also wanted to stand out through an Ecological Marketing action. At the Super Bowl halftime, before millions of viewers, it broadcast a spot showing one of its most characteristic models, the “Hybrid Synergy Drive”, which is based on a system that allows the driver of the vehicle to constantly verify the amount of energy that is consumed by the electric motor. A simple fact but with a lot of repercussion, since it helps drivers of this class of ecological vehicles to be encouraged to consume as much as possible through the electric motor.

Nike’s Making App

The North American sportswear brand, Nike, a few years ago opened its eyes, or so it wanted to show, when it appreciated the great damage that the textile industry generates to the environment. Therefore, it set itself a very tempting goal, to become a leading company in innovative and sustainable design. It began by applying various and innovative changes in the production of its products, using materials such as recycled polyester or biodegradable dyes.

It was in 2013 when he wanted to stand out and, using Green Marketing, he launched  Making App , a mobile application whose main objective is to inspire new generations of fashion designers to use ecological materials to create their products. The application provides detailed information on the impact that various textile materials have on the environment, accompanying these products with different alternatives for less polluting products.

The Ongoing Debate on Green Marketing

Green Marketing has always been controversial and has generated various debates. On the one hand, there are those who affirm that the use of environmental appeals by brands, the labels of “product in favor of the environment” or the well-known label ” Energy Star ” (which appears in countless electrical models and even in buildings and houses), it is being abusive and that more and more frequently it is possible to distinguish many products that are not truly ecological nor do they fight enough to improve the environment.

A kind of “green” fever is taking over many brands and products. That is why many critics have brought up many brands, claiming that the “green” label they sell is not real.

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On the other hand, there are the brands that fight to improve the environment but, one of two: they do not do it enough and want to “sell” that they do, or they do nothing to improve the environmental problem that plagues the planet and They take action stating that there are different brands (especially from the competition) that, by distinguishing themselves, misuse or abuse environmental appeals.

After knowing in depth the meaning of Green Marketing, its different uses and the impact it has on companies today, do you think that the use of environmental labels or appeals is increasing and companies are not telling the truth or don’t they do enough? What do you think of those brands that do nothing to improve the environment and want to “sell” through Green Marketing that fight to improve the planet?

Do you want to become a Marketing professional and apply this and other techniques? You can train in the Master in Digital Marketing and Community Management  at IEBS, with which you will learn to create unique campaigns with guarantees of success.

Other articles that may interest you: 

  • Digital Marketing Trends 2019 to succeed on the Internet
  • How to take advantage of Inbound Marketing in your Digital strategy
  • How to start green: steps and examples
  • How do I go from Community Manager to Digital Marketing entrepreneur?

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Crypto

How to Create Account in EXMO step by step

In this article you will learn how to register in EXMO in 2022, as you well know it is a cryptocurrency platform to trade, as well as buy and sell digital currencies. Next, we are going to make you a quick and easy guide to create your account.

How to open an account in Exmo.com step by step

Access the official website of EXMO to be able to register for free.

Select “Registration”

At the top right you will have a Registration button, click on it and there you will open a form to place basic data such as username, email, telephone, password and its confirmation, as well as the acceptance of terms and conditions of the platform.

Likewise, if you want you can subscribe to receive news you just have to activate the option. then activate the captcha and click on “Registration”

Phone and email verification

They will send you an SMS to the registered phone to place the verification code and give it confirmation. The same will happen with the email, in which they will send you an email with a link to confirm the account and activate it.

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Account Verification

Once you have completed all the registration, you must verify your account, this is quite important that you do it so that you do not have limitations, it is a financial platform and as such, by regulation you must verify your identity and address.

  • For identity, you can do it through your ID, passport or other identity document, also a selfie with the document, you can support yourself by linking the mobile if you do not have a webcam.
  • In the case of the address, it would be verified with a bill for services such as electricity, water or other document where they can verify your location or residence, this is to raise the limits further.
  • For the card, you need to enter your card details and even take a photo and attach it.

Ideally, you should verify everything, but the first thing is the identity, in which you will be required name, surname, middle name in the case you have. Secondly, you will be asked to identify what type of document you are going to use to identify yourself, for example, the DNI.

After that, you must upload a photo of the front and back of the identity document, if you do not have them at hand, you can do it with your mobile and send it to you by mail or web whapsapp or another application, and then upload it from the computer.

Once this is done, it will request a selfie with specific details, where you must write down on a paper the word EXMO, followed by the date of the day of the photo and hold the DNI without covering anything, there you capture the photo and attach it, with these steps you will already be in the process of verifying the identity.

Likewise, you can do it to verify the address with a receipt and in the case of the card you must do the same, they are similar processes quite simple, the idea is that you complete the entire registration process.

Configuration

Another important point regarding registration is the security configuration in which you can add extra protection and have two-step authentication. Likewise, you can observe other options such as personal information, which you can review carefully.

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Crypto

How to create an account on Poloniex step by step

In this article you will learn how to register with Poloniex in 2022, it is a cryptocurrency trading platform, where you can trade with margin or leverage and you can also do hodl. Here’s a step-by-step way to create an account on Poloniex.

Go to the official website of Poloniex

Access the Poloniex registration page to later follow the step by step that we will give you to register for free.

Select “Sing Up”

Once you are on the platform you must select in the left menu “Sing Up”, where you must enter the email and password, the latter you must confirm it. Additionally, you must place the referral code (optional), as well as accept the terms and policies that govern this page.

Verify your email

Once the previous form has been completed, you must check the email where a link will be sent for the purposes of verifying the email, in order to continue with the account registration process.

Account access

With the email and password data entered, we select “Log In” and access. Among the important things that there are is the “profile”, where you will have to verify your account.

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If you want to apply margin for trading or leverage you must verify your profile in “Upgrade” you will be able to select other aspects that will help you verify your identity, you will probably be asked to upload a file, such as a photo of the DNI or an invoice to verify the address.

Then, in the event that you want to use the future option that allows margin up to one hundred leverage, you have to have verified these things.

This request is totally normal, since it is required by all financial platforms by legal issue, with this you would already have verified level 2 and with it you would not have any type of limit.

Right now, you could make all kinds of deposits, normal purchases with certain fairly high limits.

Two-factor authentication verification

To protect your account you can activate 2FA this is double authentication code, so you must enter a code apart from the password to be able to log in.

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Crypto

How to Invest in Cryptocurrencies on Skrill

If you are one of those investors who do not like to deal with many complicated orders, but prefer to hold long-term, then Skrill is an excellent alternative for you. With the simplicity that characterizes it.

But the question is, how to invest in cryptocurrencies within Skrill? The answer will be shown in this article.

But first log in to your Skrill account, then you could already start the step by step that will be shown below.

Access Skrill’s Cryptocurrency Investment Options

Like any financial platform, Skrill puts at your disposal tools so that you can invest in cryptocurrencies within yourself, doing so in a simple and comfortable way. To access these tools, below, we will describe the following procedure:

  1. Within the home screen of your account, in the left sidebar, find and tap on Cryptocurrencies.

Important: It is likely that when you enter this section, you will be asked to accept some terms or similar.

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  1. Once there, you are presented with different options in terms of cryptocurrencies. From among these, you will select Invest now, clicking on this option.

  1. Once you access that section, you will be shown an extensive list of existing cryptos in Skrill. In each of which, you are given a Trade option. If you click on any of these, you would enter their trading options.

  1. When you have entered the crypto you chose, you will see a Buy – Sell panel.

Ways to trade cryptocurrencies in Skrill.com

In this buy-sell panel or trading box, you will have some options that will allow you to perform these operations:

Steps to buy cryptocurrencies within Skrill

First of all, talking about the purchase of cryptocurrencies in the Instant mode (which is the usual one), you will be able to do the following:

  • Select the currency in which you want to buy cryptos.

  • Set the amount to spend that, for its purposes, must be a minimum of 10 EUR (You are also shown the balance you have available).

  • Select the cryptocurrency in which you are going to invest.

  • See what you are going to receive in cryptos in equivalence for what you have invested.

  • See the commission you will be charged for that transaction.

When you have everything ready, then you can click Next.

After this, you will be able to see the summary of the entire operation; you will be told everything you have added, such as the amount and what you would receive, and also the commission charge, which will be added to the total amount to be spent. If you agree with everything, you can click on Confirm.

Steps to Sell Cryptocurrencies within Skrill

There is not much to comment on in the case of selling your cryptos within Skrill, as they are basically the same steps as in the case of the purchase:

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  • You establish the type of crypto that you are going to sell (and that logically, you should own).

  • You indicate the amount of cryptocurrencies to sell directly or, if you prefer, using the percentage indicators.

  • Select the currency in which you want to receive the funds in equivalence.

  • See how much you will receive, in the same way as the previous case.

Having this ready too, you would click Next.

Following this, you must also click on Confirm in a summary similar to that of the case of the purchase, where you will see important data with which, if you agree, you can proceed to the respective confirmation.

Some other options that Skrill gives you to trade

The options you have in Skrill to trade are very practical and easy to use. And for your convenience, they are not numerous. Here’s what you can find on Skrill for when you want to trade on it:

The Portfolio section

In this section you have at hand some useful things for your negotiations, such as:

  • The Watchlist, with which you can keep abreast of the indices of your cryptos in the market.

  • Alerts and orders. With these options you are given the possibility to mark an index within the cryptocurrency, which, if the price reaches it, this will be notified to your email or mobile, as you have it configured.

  • Recent activity. It is the section where you will get your last financial movements, when it comes to purchases and sales, as is logical.

The Trade section

Within this section, you can do what you are told below:

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  • Visualization of Graphs. This will allow you to take a look at the stock market movement in a not at all complex interface (you can also see the current trend that the market has in terms of sellers and buyers).

As you can see, the trading system within Skrill is not complicated. They are few and simple options, but with the same utility for people like you who do not want to get too entangled in the stock market issue, but to play it safe, but in a simple way.

This tutorial summarizes it this way so that you have a general idea when investing in cryptocurrencies within Skrill.

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