digital-telepathy Paves Way Toward Socially Responsible "Green" Marketing
By Kim Krause Berg
As fast as technological advances have taken us to a new age of promotion
and entertainment, there’s much to be learned from a mysterious,
intelligent bowling ball chained around the marketing industry’s
ankles. Rather than presenting a heavy burden, this bowling ball is
green, enthusiastic and growing larger every day, thanks to companies
like digital-telepathy, a digital
marketing agency.
Based in San Diego, California, digital-telepathy’s (aka “dt”)
approach to internet marketing “goes beyond branding and traditional
marketing, by connecting with customers through their values and emotions.”
What comes to my mind, when I hear this, is the new commercial from
Dove called The Campaign for Real Beauty. It’s about time marketing
went beyond stereotypes. Dove’s campaign targets our perception
of beauty. digital-telepathy, through its green approach to working
with clients, is a refreshing option for businesses who want to be socially
responsible and planet friendly in their marketing and business planning.
A discussion with dt’s Marketing Director, BJ Cook, about their
“green think tank” sparked my interest in interviewing him
and the company’s founder and president, Chuck Longanecker.
Launched in 2000, dt is evolving and adapting to client needs and current
marketing trends. This growing company offers an exceptional example
of a corporate blog, called digital-telepathy
Internet Marketing Strategy & News. Their devotion to education
and passion for the environment are notable in their playful Green
Love Tour. They get down to business with a clean and simple corporate
site, digital-telepathy, Inc.
I’m proud to introduce you to Chuck and BJ, as well as Arnold
Yoon, Operations Manager at dt. Grab a comfortable chair and a cup of
green tea, while I inquire about this “green” way of doing
business.
Kim: What is "green
marketing"?
Chuck:
We have always promoted green marketing techniques as it reflects our
philosophy of organic growth and karmic business. We weave together
our organic business practices with our environmental efforts and green-friendly
practices. Being green fits with our style of business:
• Promote natural growth
• Match our client’s services to people who are interested
in them
• Encourage green business & strategy
• Like growing companies authentically from the ground up
• Are conscience about the environment
As a carbon neutral company, seeing the results of our own green marketing
has opened our eyes to the possibilities. We are able to effectively
grow our business by promoting socially responsible businesses and encouraging
others to be involved. Green marketing allows our clients to set the
example and lead their industry by teaching corporate social responsibility
to existing well-established companies. It goes beyond branding and
traditional marketing by connecting with customers through their values
and emotions.
Our goal is to promote and cultivate a path to a green business lifestyle
as well as a green internet for our clients and for internet users at
large.
Kim: Do you think
your client prospects seek out your expertise because the company is
socially and environmentally engaged, or does this come as an added
educational bonus for them? In other words, do they understand that
with your company, they get expert services and they get encouragement
and support for "green business and strategy" and "natural
growth" practices?
BJ:
Our clients seek us out based on our expertise in unconventional methods
of digital marketing. Being green has allowed us entry into the environmental
vertical as well as been as added bonus for our clients in the way we
approach the organic growth of their goals and strategies. We’re
not telling them to go out and buy hybrids, only use compact fluorescents
and power their homes with solar panels. We’re simply offering
them an additional level of social awareness that they might not get
with a traditional agency. The social part really ties into the way
we create a campaign and use everyday people as vehicles for the message.
Organic growth and word of mouth go hand in hand with marketing today.
Kim: What is the
appeal of a “think tank” in relation to business and marketing?
Chuck:
Working with a digital think tank extends the capacity of what is
possible in general business. Most B2B service providers offer services
or products that help facilitate the ideas or needs of their clients.
These services and products are of limited capacity for variation and
customizability. Most customers are forced to choose the best option
instead of the perfect fit. Or they must take it upon themselves to
create the entire concept and bear the burden of it development.
A digital think tank works with the energy of an entrepreneur while
providing the experience of seasoned internet and business professionals.
The first step is to connect with and understand the ideas, methodologies
and goals of the client. The think tank will use this connection as
the foundation of a clearly outlined strategic plan for implementation.
The plan converts the client’s idea into a possibility within
an optimal business plan and market segment. A dt, we are not only able
to produce the plan into reality, but we then are able to implement,
maintain and improve the business. The business is carefully monitored
with analytics and updated on a constant basis. Your business is always
in the hands of the people that helped you build it.
Kim: Why did you
choose to go green, in your own business practices?
Chuck:
We are cultivating the very essence of our principles by instilling
them directly into our business practices and educating our clients.
With the recent ongoing global discussions of the greenhouse effect
and how to do your part in countering it, dt is taking a step forward
from the crowd by putting its heart behind many social integrated campaigns
like greeninternet.org and
begreennow.com. Both sites
are currently in BETA, but address the need to have awareness of what
you can do on a daily basis to offset your own pollution.
Working with one of the largest energy companies in the US has not
only given us access to a plethora of knowledge on all of these environmental
issues, but has opened up a large network of socially-conscious companies
willing to reinvest their revenues back into the environment by making
their business services more green. As more companies adopt a greener
way of practicing business, individuals will see the benefits of being
green and the organic growth will become second nature to future generations.
The website states:
"Having a carbon neutral website will set you apart from your
competitors. Your website will stand out from other regular websites
and your company will enjoy the added benefits and credibility resulting
from your pledge to the environment and a green internet."
(Source)
Kim: What is a
"carbon neutral website"?
Arnold:
A site which has had all of its resources requisite to serve the data
offset. I.e.: any requisite servers, networking equipment, etc.
Kim: How does
having a carbon neutral website set it apart from competitors (other
than it being environmentally welcome)? Or, is that the point? If so,
is there a demand for green business practices (or are you helping to
lead the way)?
BJ:
We believe there is a demand for green business practices. We would
like to think we are not only encouraging our current and future clients
to take these steps, but also educating everyone around us on the benefits
of integrating a green consciousness to their business.
***
Getting to know dt has been a great privilege. You can catch up with
them by following their events
schedule, learn more by reviewing their case
studies or simply get involved
now.
My thanks to the folks at digital-telepathy for this enlightening
opportunity in getting to know your company better.
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Bio and Copyright
Usability Consultant, Kimberly Krause Berg, is the owner of UsabilityEffect.com
(www.usabilityeffect.com), Cre8pc.com
(www.cre8pc.com), and Cre8asiteForums
(www.cre8asiteforums.com/). Her background in organic search engine
optimization, combined with web site usability consulting, offers
unique insight into web site development.
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of the Author