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 and Karen D. Bovell
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Darrell Norman Burrell: Florida Institute of Technology, USA
Aikyna Finch: American Public University, USA
Eugene J. M. Lewis: Florida Institute of Technology, USA
Maurice Dawson: Illinois Institute of Technology, USA
Karen D. Bovell: University of the Cumberlands, USA

International Journal of Innovation in the Digital Economy (IJIDE), 2021, vol. 12, issue 2, 32-47

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.

Date: 2021
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