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Introduction
Digital marketing is a great supplement to traditional marketing since it provides better audience/client targeting and even a wider range of potential customers. It introduces innovative methods of online advertising. It is possible to collect and exploit digital data left by customers as part of marketing efforts by utilizing channel intelligence. Large volumes of data or information from numerous digital platforms could be used by businesses to make well-informed decisions. When faced with a catastrophe like the present COVID-19 outbreak, digital-based marketing has been touted as an overall game changer (Alshaketheep et al., 2020). The internet’s overall energy consumption cannot get measured consistently. Since even seemingly basic aspects of energy usage are intertwined, estimating the overall internet’s energy carbon footprint seems to be a complex problem to solve. This particular paper will discuss how digital marketing affects climate.
How Digital Marketing Affects Climate
There will inevitably be a spike in the volume of rules governing how businesses interact with their surroundings, so now is a good time to jump on things. Individuals must do everything they can to conserve and preserve the environment, not just for subsequent generations but also for us, especially in light of the growing problem of trash. On a practical level, this might allow businesses to reach out to customers experiencing the same problems (Cutrona et al., 2019). Individuals have never had access to data like this before, thanks to the rise of the entire Web 2.0.
According to some research, the overall web’s energy consumption is comparable to the energy usage of a nation such as Denmark (and perhaps even higher) (Ketter and Avraham, 2021). On-demand online streaming video-based services like Netflix, on either hand, account for the majority of total consumption. Advertisement panels and forums use a lot of power (Diez-Martin, Blanco-Gonzalez, and Prado-Roman, 2019). When nobody is inside the offices, overall, marketing agencies’ computers are left in or on sleep mode. For instance, humans need to look at the gentle/light pollution caused by displays, which are seen more and more in subway stations, railway stations, and bus stops.
The development and usage of ICT products have a variety of environmental consequences. The environmental implications of ICTs have been typically analyzed and summarized using a few of the well-known metrics, such as energy usage and impacts associated with climate change (shown by GWP) (Miklosik et al., 2019). Aside from climate change, ICT has additional direct environmental consequences that must get addressed. Resources consumption (biotic and abiotic factors), water usage, land utilization, and biodiversity consequences are all important considerations (Bacile, 2020). The preceding sectors address environmental effects (Kingsnorth, 2019). The online-based advertising ecosystem is located in the heart of the entire internet, and it serves as the primary source of revenue for several online services, including search engines. Thus, it is necessary to consider this component to analyze the internet’s embodied energy properly.
The global influence of online-based advertising is complex and multi-faceted. Online advertising harms the climate since it consumes massive quantities of energy, resulting in overall CO2e emissions (Verhoef and Bijmolt, 2019). Every year, trillions of dollars in ad money are traded, indicating that online advertising plays a big part in the economy (Desai, 2019). It has emerged as a significant and well-recognized element of the Internet-dependent Society, owing largely to its connection with the overall internet and substantial amounts of good revenue generated through it (Saura, Palos-Sanchez, and Correia, 2019). Because of the continual increase in digital activities, including video-based streaming, internet browsing, and data interchange over time, certain people have started to pay more attention to the overall internet’s environmental effects (Saura, Reyes-Menendez, and Palos-Sanchez, 2020). When digital services are used, they have direct environmental effects because of the power consumed by devices used within the service-based delivery process and the complete resources consumed throughout the production and disposal of the equipment.
In reality, the internet carries over 51,000 distinct networks, with a large number of network routers in use worldwide (Veleva and Tsvetanova, 2020). As technology advances, the entire Internet architecture continues to evolve and change. Smartphones and tablets provide innovative methods to connect to the much-anticipated internet above the traditional desktop or laptop computers. Cloud cover and information systems are modifying the traditional means of evaluating and reducing the environmental effects of digital marketing or the internet.
In addition to bringing the globe together through trade negotiations, digital marketing appears to be shaping the world from the perspective of its impact on the environment due to its widespread use. It is just one of the factors contributing to the destruction of the entire ozone layer, which is produced by waste produced by companies that manufacture the traded goods (Rosario and Cruz, 2019). Additionally, it has resulted in soil pollution due to the different industrial enterprises’ hazardous chemicals. When it comes to the whole concept of the environment, digital marketing seems to have several negative consequences that fundamentally alter the way the planet is expected to operate under normal conditions (Kotane, Znotina, and Hushko, 2019). Many actions occur as a consequence of these consequences, and some are restricted due to them (Key, 2017). However, regardless of the notion that digital marketing seems to have negative consequences that have adversely influenced the world, this has had some positive consequences that have favorably changed the course of history, some of which are the advancement of technology. The increase in performance of forms of communication and bringing together numerous people all over the world.
Surveillance and Targeted Advertising as Examples of Factors that Affect Climate
Surveillance capitalism and targeted advertising are the best examples of theories that underpin the digital marketing effects on climate. Surveillance capitalism would be a form of economics in which personal information could get used to interfere with other individuals’ goals of generating value from marketplace customers (Alves, Sousa, and Machado, 2020). This aspect has gone beyond the threshold to gain access to user information to increase profits. It has violated people’s rights and endangered democratic institutions (Bala and Verma, 2018). Regarding the excellent Chinese retail sector, the study focuses here on how to navigate through and up to which extent of surveillance capitalism is influencing the consumer’s rights in light of technological progress and its effect on climate.
Surveillance capitalism and proper economic expansion are two primary drivers of income disparity and climate-based change, respectively. World economies inside the world represent the same current mechanisms, with the development of international surveillance capitalism fueling consumption and production in all parts of the globe (Zuboff et al., 2019). Most climate researchers have concluded that the steadily increasing greenhouse gas emissions, particularly carbon dioxide, which has drastically increased ever since industrialization, are the root contributor to climate change (Darmody and Zwick, 2020). The majority of climatologists explain that human-based activities primarily lead to climate change. In this case, digital advertising has contributed to the overall emission of carbon dioxide into the environment.
Progressive academics are well aware of the significant harm from a globalized capitalist agenda. Continuous efforts by private landowners to extend and enhance their profits compel a “perpetual rollercoaster of manufacturing and utilization” that is primarily reliant on fossil fuels or alternate sources of greenhouse gas emissions to continue. According to projections from the International Energy-based Agency, global energy consumption is expected to increase by more than 51% by the year 2030, with petroleum products being the primary energy source (Saura, 2021). Individuals will keep raising global temperatures as nothing more than a direct consequence of their prolonged reliance on the fossil energy sector, a significant consequence of surveillance capitalism (Kannan, 2017). Since the most lucrative decisions are not the most eco-friendly choices, property owners of firms will avoid making environmentally aware judgments in the absence of government control.
Surveillance capitalism leads to climate change and the severe effects of globalization. Climate changes, on the other hand, have systematically altered or reshaped the world, particularly since they exacerbate problems like as food insecurity, a lack of access to freshwater, and bad environmental health problems, which together pose major health risks to individuals (Pandey, Nayal, and Rathore, 2020). These consequences result in impoverishment, which hinders the globe from reaching the fourth stage of development and becoming one of the factors that shape the entire world. There is a possibility that all of these consequences can be mitigated by immediate modifications to typical human activity (Shin and Yu, 2021). Thus, to achieve these improvements, humans must participate in them (Aho and Duffield, 2020). All environmental specialists can support them in their efforts to reach this goal. Amongst the most significant consequences of globalization for the future seems to be the work of regulating basic cleanliness and resource disposal, which is the most important aspect of the job description (Rąb and Kettler, 2020). The expanding trade markets would certainly generate a significant amount of garbage that would need to be disposed of. Given this being an operation that is developing in scope daily; this could become a difficult undertaking.
It becomes impossible to avoid overconsumption when advertisements are so prevalent and complex. Thus, to deal with climate change, people must reduce their consumption by a significant amount (Soules, 2020). Despite this, we are advised to take up more daily. People are aware of the concept of pollution – but there is also a type of “brain contamination” generated by marketing that, if left unchecked, can lead to excessive consumption. The situation is becoming more serious (Wang et al., 2022). Advertising is omnipresent, so pervasive that it is virtually undetectable, but it has an influence that is no less subtle than environmental pollution in its effects (Speicher et al., 2018). Advertising functions by sneaking up on individuals and providing new ideas without drawing their attention away from the task. Detailed research has demonstrated that when individuals are subjected to advertising, they “purchase in” the materialistic ideals and aspirations that the advertisement promotes.
As a result, individuals report a poorer degree of personal health, encounter conflicts within relationships, exhibit fewer beneficial interpersonal behaviors and suffer negative consequences in their academic and professional pursuits. Importantly, the greater the importance placed on materialism and ambitions, the less likely individuals are to adopt favorable attitudes about the entire environment – and more prone they seem to be to engage in environmentally harmful behavior. Overconsumption in general, which is promoted through advertising, seems to negatively influence the environment and climate. However, advertising for highly polluting goods and services like fossil energy, aircraft, and gasoline-powered automobiles, is particularly harmful (Newell, Daley, and Twena, 2022). It is similar to the times when cigarette advertisements were permitted. According to estimates, the automobile industry spent upwards of $35.6 billion on advertising across important countries throughout the world in 2018, approximately equivalent to the yearly income of the population such as Bolivia (Ford et al., 2019). Furthermore, advertising has forced a significant shift in consumer behavior toward bigger, more harmful SUVs in recent times.
Conclusion
In conclusion, the internet consumes massive quantities of energy, resulting in significant CO2e releases on an overall global scale. It is not easy to quantify exact quantities because of the considerable complexity of digital marketing through the Internet niche. The overall methodology is adequate to conclude that increasing the energy consumption of the entire internet is quite a significant issue to consider. Humans hoped to discover the portion of energy usage attributed to digital marketing and the quantity of energy spent by illegal digital advertising by employing their methodology. Reducing the amount of digital marketing traffic will help the internet become more energy efficient. The consequences will not be felt right once but rather gradually over time.
In contrast, the effect of incorrect digital marketing contains big financial effects on the marketing economy and climate. It consumes a considerable amount of power and seems to seriously affect the environment due to its high carbon footprint on emissions. Many businesses will see their CO2e outputs continuing to rise in the future, following the current trajectory of digital marketing.
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