GREEN TECHNOLOGIES AND MARKETING DIGITALIZATION
GREEN TECHNOLOGIES AND MARKETING DIGITALIZATION

Summary/Abstract: Green technologies and digitalization through marketing are closely related and will significantly affect the quality of life of citizens in the next decades. They cannot develop independently, that is, independently of each other. Digital technologies have a major role in making it easier, cheaper and more pleasant to accept products and services with zero emissions. At the same time, the increased demand for energy-intensive digital marketing devices, the expansion of data centers, cloud services and increased demands for critical raw materials will have significant impacts on the climate. The active role of small and mediumsized enterprises (SMEs) in the Republic of North Macedonia in these processes is very important. But, unfortunately, the majority of SMEs in Macedonia are not aware of the possibilities of green and digital transformation. According to the European Investment Bank, almost 2/3 of SMEs in Macedonia do not recognize energy efficiency as a priority for saving and optimization, while most of them use only fragmented digitalization of permanent processes. The Economic Investment Plan (EIP) for the Western Balkans is a good opportunity for green and digital transformation. The deployment of ultra-fast broadband Internet, used as a marketing tool, is done in order to ensure universal access, development of digital skills and improvement of cyber security, are among the key priorities of the Digital Agenda for the Western Balkans. The establishment and development of innovative and technological parks could be a solid approach, with a specific focus on startup companies that are oriented towards the complete development of products (such as technologies for additive manufacturing), instead of creating only software applications and services through marketing tools.

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