To detail all of the available features at these social bookmarking sites is well beyond the scope of this article – It would require a small ebook. With social bookmarking you can tag the site with “clothing” or “fashion” or “footwear” for example and when you select any of these tags in your own bookmarking area the site will be listed accurately!. Human/Real people have decided to save (tag/bookmark) the sites; not robots.

There are many different types of online communities that you can join and most will help you get a certain amount of traffic to your site. Social bookmarking is all about users adding their bookmarks onto websites so that they can then share them with other users that are signed up to that particular website. Some sites such as Blinklist allow you to keep bookmarks private – this makes those sites a good permanent replacement for offline bookmarks. After all. Put Social Bookmarking on Full Autopilot!

In addition. Basically Social Bookmarketing sites allow users to create a set of content bookmarks. These bookmarks are organized by tags which are (usually) arbitrary words or phrases the user can assign to content. Check out http://www.trafficwebsecrets.com/socialbookmarking/bookmarking_demon.html.

Just click on the cloud to see all the pages tagged with a particular label. I personally have hundreds of gigabytes of my own information and information of others connected to my notebook and socially bookmarked online. Tagging your sites is particularly useful when your browser based bookmarks have become unwieldy and totally unmanageable. By being added to the bookmark site, you have linked or pointed to your site from the bookmark site. Put Social Bookmarking on Autopilot!

There are many businesses which feel the need of selling via video but most of the businesses are wary of promoting their business through websites which were meant for personal fun and teen social networking and can not conduct serious business. Another factor which discouraged businesses to promote videos was the audience that visited the websites. The majority of the audience visited the sites for watching funny videos or catching up on their favorite music bands. Hence, it does not make sense for a business to promote its products on such sites because they are not business-user friendly. The business would not get the target audience of the product or service that it is trying to promote. Luckily, there is something currently on the Internet which is going to change the way you watch videos and conduct business. “The Social Commerce Network” video site will soon become a reality and businesses now have a place where they can promote their products using JunkTube.com.

The social commerce network site will help personal homes and merchants sell anything from music videos to lawnmowers. It is definitely an innovative way of promoting the goods and services that you are trying to promote. It is possible to upload your video for members and visitors to see without the fear of sharing the same page with someone who is not interested. The members who visit the social commerce website will be genuine viewers who would be interested in either checking out or buying a product. JunkTube’s “social commerce network” video site is planning to charge a small membership fee for verification purposes, to ensure the quality of traffic that visits the sites. The site owners are also planning to have a check on the members to ensure that kids who are below a stipulated age do not become members of the site.

Other parameters will also be checked to ensure the quality of membership through volunteered identification verification. The products or services that would be uploaded on the sites would also be screened before being displayed on the site. With so many measures in place, it will be possible to uphold the quality of the site and ensure that the products and services being sold are genuine and of high quality.

This type of business model is exactly what companies and individuals interested in selling their products or services are in need of. Video is a great sales tool to promote products and services and presentation is the key to a successful business model. “The Social Commerce Network™” Video site is aimed at the single person selling an item to the business company selling multiple items. This promises to be a very lucrative and large market where anything goes including advertising which is a growing segment on the Internet and fast becoming the place to be.

Even in the world of online communication, one may offend, confuse, and irritate the people they send emails to or speak with in a chat room. Just as you participate in face-to-face communication, you are often aware of the way you move your body, execute hand gestures, or raise your voice. When contacting others across the Internet, there are also certain messages conveyed through the way you type out your thoughts. One of the most irritating online habits involves the use of all-caps when typing to others. Not only are long strings of capped words a strain on the eyes to read, but is often viewed as “shouting.”

When typing emails or chatting with others while online, spelling and grammar really does count in not only making people see your side of things, but also promoting intelligent and free-flowing conversation. Usually, glaring spelling mistakes cause a distraction and confusion in correspondences. Additionally, just because you attempt to avoid making spelling errors and lapses in grammar – doesn’t mean you have the right to criticize others for their poor use of the English language. It is highly suggested to ignore the spelling mistakes of others and concentrate on the way you communicate while online.

Additional email etiquette rules include the avoidance of sending or forwarding junk mail and Internet hoaxes, forwarding virus warnings (which are sometimes hoaxes), replying to all recipients of a collectively sent email, and sending unnecessarily large attachments.

There are also plenty of “netiquette” issues to recognize when communicating with others in online communities (chat rooms and forums). One of the first things to do when joining a chat room, forum, or other online group is familiarize oneself with the rules or guidelines of the service. This practice comes in rather handy and helps one avoid any future online confrontations or misunderstandings.

At all times, your privacy should be protected, as well as other members of the online community. It is unwise to use full names in chat room correspondences and is rude to ask the full names of those you come in contact with. Staying on topic is also a rule of Internet etiquette. For instance, if you have joined a chat room community regarding model airplanes, it is often inappropriate to start sharing your marital problems with others. Using offensive language is warned against and is usually punished (suspension or ban).

When chatting, it is also suggested to keep messages short and present information in the most concise manner. Also, a common practice is to use abbreviations, but not everyone is familiar with the current lingo and this should be kept in mind – the abbreviation of your words and phrases should be used sparingly.

Overall, it is suggested to treat communication across the Internet in the same manner that you like to receive correspondences. Usually, the things that irritate you are the same actions others dislike as well.

Social anxiety disorder, also known as social phobia, is a kind of mental disorder where the sufferer experiences a severe or unreasonable fear of social gatherings where there is a possibility that one may get embarrassed or ridiculed. Most of the time, these anxieties arise from an intense fear of being closely watched or scrutinized – from the simple things like the way they dress, talk or act; to important job functions like performing in front of a crowd, giving a presentation, or finishing an interview for a job application. This kind of phobia gives sufferers a feeling of being trapped or shut away from the world.

They say social anxiety disorder is closely related to shyness. However social phobia differs in the sense that this disrupts normal socializing functions. It is true that everyone goes through a stage of shyness in their life, overcoming it is a different thing. When it becomes too much that it interrupts your daily life and relationships to the point where you are sick with worry, it is time to seek counsel. It is good to know the signs and symptoms of social anxiety disorder to be able to determine and treat this said condition before it worsens.

People with social phobia manifest 2 basic kinds of symptoms: emotional and physical. The emotional symptoms include: an intense fear of being in situations in which you don’t know people, fear of situations in which you may be judged, worrying about embarrassing or humiliating yourself, fear that others will notice that you look anxious, anxiety that disrupts your daily routine, work, school or other activities, avoiding doing things or speaking to people out of fear of embarrassment, avoiding situations where you might be the center of attention. The physical symptoms include: Blushing, profuse sweating, trembling or shaking, nausea, stomach upset, difficulty talking, shaky voice, muscle tension, confusion, palpitations, diarrhea, cold and clammy hands, and difficulty making eye contact.

Basically, this phobia manifests a symptom of being overly anxious around other people. Sufferers think that other people are more confident that they are, that other people are better them. They feel uncomfortable being around people that it makes it difficult for them to eat, drink, work, asking questions, asking for dates, even going to the toilet, when other people are around.

The good news is that there is a cure for this condition. For the past 20 years, a combination of talk therapy and medications has proven most helpful to limit the effects, if not cure, this mental condition. Certain anti-depressants (Paroxetine, Sertraline and Venlafaxine), anti-anxiety medications, and beta blockers are used to help Socio-phobic people to balance certain chemicals in the brain and minimize panic attacks during periods of heightened anxiety. Talk therapy teaches people with social anxiety disorder to react differently to situations that trigger their anxiety. The therapist helps the patient confront the negative feelings about social situations and the fear about being judged by others. Patients learn how their thinking patterns add to the symptoms of social anxiety disorder and how to change their thinking so the symptoms begin to lessen.
To be shy is quite normal, everybody has gone through a similar phase. Getting past that stage is the difficult part. Ultimately, it ends up to building your confidence to a certain level for you to be comfortable enough to move normally. In case you’ve been diagnosed as a socio-phobic, it is nothing to be ashamed of. With a little bit of therapy, proper medication, and enough support from people who believe in you, you’ll slowly be able to do socialize and function normally within a group without being too anxious.

There is a concise view that governments has and have had strong influence on green marketing in terms of shaping consumer behaviour and legislation. Green marketing could be seen as a means for introducing and normalising new innovations. Events such as natural disasters and the award winning documentary “An Inconvenient Truth” as well as other external incidents assist to create environmental awareness and demand. However, consumer demand as a motivator in green marketing has been highly debated amongst researchers. Green marketing has many positive aspects including the fact that it could help to cut production cost or even restructure entire organisations. It could also be used to increase employer and stakeholder morale, achieve organisational objectives and others believe it could provide competitive advantage.

 

BY

Miss. P. PIRAKATHEESWARI, Lecturer in Commerce,

Sri Sarada College for Women (Autonomous), Salem – 16.

“Progress is possible, No one can stop it, but obstacle is there, we have to face it.”

 

- Amartya Sen

Introduction

Yes, green marketing is a golden goose. As per Mr. J. Polonsky, green marketing can be defined as, “All activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment.”

Green marketing involves developing and promoting products and services that satisfy customers want and need for Quality, Performance, Affordable Pricing and Convenience without having a detrimental input on the environment.

Meaning

Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way.

The obvious assumption of green marketing is that potential consumers will view a product or service’s “greenness” as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product – an assumption that, in my opinion, has not been proven conclusively.

While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company’s other products or practices. Presenting a product or service as green when it’s not is called green washing.

Definition

According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing.

The legal implications of marketing claims call for caution. Misleading or overstated claims can lead to regulatory or civil challenges. In the USA, the Federal Trade Commission provides some guidance on environmental marketing claims.

Three keys to successful green marketing

Show potential customers that you follow green business practices and you could reap more green on your bottom line. Green Marketing isn’t just a catchphrase; it’s a marketing strategy that can help you get more customers and make more money. But only if you do it right.

For green marketing to be effective, you have to do three things; be genuine, educate your customers, and give them the opportunity to participate.

1) Being genuine means that a) that you are actually doing what you claim to be doing in your green marketing campaign and b) that the rest of your business policies are consistent with whatever you are doing that’s environmentally friendly. Both these conditions have to be met for your business to establish the kind of environmental credentials that will allow a green marketing campaign to succeed.

2) Educating your customers isn’t just a matter of letting people know you’re doing whatever you’re doing to protect the environment, but also a matter of letting them know why it matters. Otherwise, for a significant portion of your target market, it’s a case of “So what?” and your green marketing campaign goes nowhere.

3) Giving your customers an opportunity to participate means personalizing the benefits of your environmentally friendly actions, normally through letting the customer take part in positive environmental action.

Evolution of Green Marketing

The green marketing has evolved over a period of time. According to Peattie (2001), the evolution of green marketing has three phases. First phase was termed as “Ecological” green marketing, and during this period all marketing activities were concerned to help environment problems and provide remedies for environmental problems. Second phase was “Environmental” green marketing and the focus shifted on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. Third phase was “Sustainable” green marketing. It came into prominence in the late 1990s and early 2000.

Why Green Marketing?

As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization’s objective. So green marketing is inevitable.

There is growing interest among the consumers all over the world regarding protection of environment. Worldwide evidence indicates people are concerned about the environment and are changing their behavior. As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services.

Benefits of Green Marketing

Companies that develop new and improved products and services with environment inputs in mind give themselves access to new markets, increase their profit sustainability, and enjoy a competitive advantage over the companies which are not concerned for the environment.

Adoption of Green Marketing

There are basically five reasons for which a marketer should go for the adoption of green marketing. They are -

Opportunities or competitive advantage Corporate social responsibilities (CSR) Government pressure Competitive pressure Cost or profit issues

Green Marketing Mix

Every company has its own favorite marketing mix. Some have 4 P’s and some have 7 P’s of marketing mix. The 4 P’s of green marketing are that of a conventional marketing but the challenge before marketers is to use 4 P’s in an innovative manner.

 Product

The ecological objectives in planning products are to reduce resource consumption and pollution and to increase conservation of scarce resources (Keller man, 1978).

Price

Price is a critical and important factor of green marketing mix. Most consumers will only be prepared to pay additional value if there is a perception of extra product value. This value may be improved performance, function, design, visual appeal, or taste. Green marketing should take all these facts into consideration while charging a premium price.

Promotion

There are three types of green advertising: -

ü      Ads that address a relationship between a product/service and the biophysical environment

ü      Those that promote a green lifestyle by highlighting a product or service

ü      Ads that present a corporate image of environmental responsibility

Place

The choice of where and when to make a product available will have significant impact on the customers. Very few customers will go out of their way to buy green products.

Strategies

The marketing strategies for green marketing include: -

Marketing Audit (including internal and external situation analysis) Develop a marketing plan outlining strategies with regard to 4 P’s Implement marketing strategies Plan results evaluation

Challenges Ahead

ü      Green products require renewable and recyclable material, which is costly

ü      Requires a technology, which requires huge investment in R & D

ü      Water treatment technology, which is too costly

ü      Majority of the people are not aware of green products and their uses

ü      Majority of the consumers are not willing to pay a premium for green products

Some Cases

ü      McDonald’s restaurant’s napkins, bags are made of recycled paper.

ü      Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million pound/year.

ü      Badarpur Thermal Power station of NTPC in Delhi is devising ways to utilize coal-ash that has been a major source of air and water pollution.

ü      Barauni refinery of IOC is taken steps for restricting air and water pollutants.

Conclusion

Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing. If you think customers are not concerned about environmental issues or will not pay a premium for products that are more eco-responsible, think again. You must find an opportunity to enhance you product’s performance and strengthen your customer’s loyalty and command a higher price.  Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential.

References:

Chopra, S. Lakshmi (2007), “Turning Over a New Leaf”, Indian Management, Vol-64, April-2007 Ottman, J.A. et al, “Avoiding Green Marketing Myopia”, Environment, Vol-48, June-2006 www.greenmarketing.net/stratergic.html www.epa.qld.gov.au/sustainable_ industries

 

Show potential customers that you follow green business practices and you could reap more green on your bottom line. Green marketing isn’t just a catchphrase; it’s a marketing strategy that can help you get more customers and make more money. But only if you do it right.

For green marketing to be effective, you have to do three things; be genuine, educate your customers, and give them the opportunity to participate.

1) Being genuine means that
a) that you are actually doing what you claim to be doing in your green marketing campaign and
b) that the rest of your business policies are consistent with whatever you are doing that’s environmentally friendly. Both these conditions have to be met for your business to establish the kind of environmental credentials that will allow a green marketing campaign to succeed.

2) Educating your customers isn’t just a matter of letting people know you’re doing whatever you’re doing to protect the environment, but also a matter of letting them know why it matters. Otherwise, for a significant portion of your target market, it’s a case of “So what?” and your green marketing campaign goes nowhere.

3) Giving your customers an opportunity to participate means personalizing the benefits of your environmentally friendly actions, normally through letting the customer take part in positive environmental action.

Let Us put the three essential elements of a successful green marketing campaign together by looking at an example.

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