An Ecosystem Approach To Marketing In The Digital Age

Cross-posted from One Degree.

As an environmental planner, I studied the impacts of technologies (waste treatment plants, large dams, road work projects etc.) on communities. Technology has always had an impact on how we live, how we work and how we interrelate with the environment around us.

Similarly, working in interactive communications since 1996, I have seen the growth of digital networks and their communities.

While at first glance, it may seem that environmental and digital ecosystems have little in common, in fact, it’s quite the opposite. There are many parallels between natural ecosystems and their networked counterparts and therefore many lessons to be learned.

‘GreenMan marketing part I’ attempts to formalize this strategic approach and lay down a foundation, a philosophy and a way of thinking.

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