Marketing of Technology: Exploring Potential of Digital Technologies Towards Business Sustainability

This study explores and analyzes both the immense potential of digital technology as well as the consequential risk of digital transformation towards environmental and economic sustainability. To further support the scope of the research, various significant subject matters that were seen as beneficial to this issue were incorporated into the study. In which includes preventative action towards environmental pollution, waste management control, as well as the effective use of resources in a sustainable matter. The reason and significance for such preventative actions to be taken is to maintain sustainability for the upcoming generations to come. From an economic standpoint, modern technological innovations have emerged to improve the production cycle as well as enhance the efficiency of today’s operations management in various industries. The digitalization of today’s global brands and companies are implemented to create a new marketing strategy by gaining the trust of current “conscious consumers”. Resulting in the improvement of brand image and reputation, digital sustainability is a potential marketing tool to increase overall revenue. This research paper mainly discusses the overall impact of digitalization on economic and environmental sustainability. To obtain the required data, a systematic literature research technique has been applied. The articles selected were all based on their relevance to the research topic and significance to digital sustainability’s benefits, as well as its drawbacks.