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How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges

How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges

Darrell Norman Burrell, Aikyna Finch, Eugene J. M. Lewis, Maurice Dawson, Karen D. Bovell
Copyright: © 2021 |Volume: 12 |Issue: 2 |Pages: 16
ISSN: 1947-8305|EISSN: 1947-8313|EISBN13: 9781799860952|DOI: 10.4018/IJIDE.2021040103
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MLA

Burrell, Darrell Norman, et al. "How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges." IJIDE vol.12, no.2 2021: pp.32-47. http://doi.org/10.4018/IJIDE.2021040103

APA

Burrell, D. N., Finch, A., Lewis, E. J., Dawson, M., & Bovell, K. D. (2021). How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges. International Journal of Innovation in the Digital Economy (IJIDE), 12(2), 32-47. http://doi.org/10.4018/IJIDE.2021040103

Chicago

Burrell, Darrell Norman, et al. "How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges," International Journal of Innovation in the Digital Economy (IJIDE) 12, no.2: 32-47. http://doi.org/10.4018/IJIDE.2021040103

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Abstract

Cyber marketing, digital communications, and social media practices for branding and marketing purposes have allowed colleges and universities to engage in sustainable/green marketing. For colleges, this means reducing advertising, marketing, and promotions costs in conjunction with lessening previous environmental impacts of printing, paper waste, mailing brochures, and college recruiter travel and transportation. Digital economy innovations in cyber marketing create channels for advertising and promotion without the carbon footprint issues of previous recruiting approaches. This paper uses a content analysis of the literature to explore how sustainable marketing approaches apply digital economy innovations in cyber marketing and digital communications for student global student marketing and recruiting. The goal is to gain actionable and applied knowledge about how sustainable marketing strategies apply digital economy innovations in cyber marketing and digital communication can influence the world of practice.

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