Keywords

1 Introduction and Background of Research

The world’s oceans and seas are not just vast expanses of water; they are the lifeblood of our planet, providing essential services that sustain both ecological balance and human livelihood. Marine ecosystems play a pivotal role in human existence, acting as significant carbon sinks and climate regulators. However, these vital ecosystems are under threat from over-exploitation, pollution, and global warming, jeopardizing their ability to support humanity and mitigate the negative effects of climate change [1, 2]. In Europe, the relationship with the seas and oceans has historical roots, encompassing transportation, exploration, employment, and recreation. The emergence of the “blue economy” has further solidified this connection, offering 4.5 million jobs across various sectors, including shipping, aquaculture, fisheries, and tourism. Without a thriving marine environment, sectors like the blue bioeconomy cannot reach their full potential. Life dependence on its seas and oceans is evident, yet the protection of these critical habitats is faltering. The convergence of over-exploitation, pollution, and climate change has created a crisis, impacting the seas’ ability to provide essential services. Ambitious initiatives are underway, such as the Green Deal and the Biodiversity Strategy, aiming to restore ecosystems and biodiversity [1, 3,4,5,6,7]. The case of the endangered P. nobilis stands as a poignant example of the delicate balance between marine life conservation and human activity. In the late 1980s the world population of P. nobilis declined significantly because of recreational and commercial bait fishing, the production of “sea silk” from its gills, the use of its shell for ornamental purposes and accidental killing by trawls and moorings. In accordance with Article 3 of Directive 92/43/EEC, the European ecological network “Natura 2000” was created for protected sites, for the conservation of natural heritage and which also concerns areas where the pinna is endemic. The pinna P. nobilis is included in Annex IV of the Barcelona Convention (UNEP) and is listed in the Protocol on Biological Diversity of Special Protected Areas (Annex II) as an endangered species in the Mediterranean and under strict protection conditions. The case of endangered P. nobilis serves as a focal point, highlighting the intricate interplay between economic opportunity, ecological sustainability, and ethical stewardship. Innovative actions for the monitoring, recovery, and support of P. nobilis have been explored, focusing on the main reasons for population shrinkage, including human-induced pressures, physiology of organisms, and dispersion of pathogens. The goal is to create a sustainable model for conservation, scientific research, policy making, and public engagement under the project name of Pinna-SOS referring to “Innovative Actions for The Monitoring-Recovering –Enhancement of The Natural Recruitment of The Endangered Species (Fan mussel) Pinna nobilis”, that was funded by the Operational Program for Fisheries & Maritime 2014–2020 grant number (MIS) 5,052,394. This project manages to study, protect, and aid the recovery of endangered P. nobilis populations and diffuse the outcomes [2, 3, 8,9,10,11]. This paper explores the conservation of P. nobilis, leveraging digital marketing strategies, and offers a comprehensive plan that includes historical conservation efforts, global environmental challenges, digital marketing techniques, and community engagement.

2 Literature Review

The P. nobilis, a species of marine bivalve mollusk, has been the subject of various conservation and restoration initiatives. Historically, efforts have been made to protect and rejuvenate this endangered species, with some success in specific regions [12, 13]. Recent studies have also uncovered residual habitats that offer hope for the survival of the fan mussel P. nobilis, indicating that conservation strategies may have a positive impact [14]. These efforts have included both governmental and non-governmental interventions, focusing on habitat protection, breeding programs, and legal measures to prevent poaching and overfishing. The struggle to conserve P. nobilis in the Mediterranean has been well-documented, highlighting the challenges and opportunities in marine conservation [13]. The importance of understanding population dynamics and parentage analysis has also been emphasized, providing insights into the breeding patterns and genetic diversity of the species [14]. For P. nobilis, the application of social marketing techniques has been explored as a means to promote conservation [13]. This includes targeted campaigns to raise awareness among the public, policymakers, and stakeholders, leveraging social media, and other digital platforms to reach a broader audience. The potential of digital marketing strategies has also been recognized as a valuable tool for raising awareness and fostering support for the protection of this endangered species [15]. By leveraging the power of storytelling and visual media, these strategies aim to inspire empathy and action, turning passive observers into active participants in the conservation effort. Moreover, the integration of marketing and diffusion strategies with traditional conservation methods represents a holistic approach to marine life protection. Science, policy, and public engagement converge to create effective and sustainable solutions encompassing the combination of traditional conservation methods and modern marketing strategies [13,14,15]. The conservation of P. nobilis extends beyond traditional methods and marketing strategies, delving into the complex biological and environmental factors that influence the species’ survival. Recent epidemiological investigations revealed a multifactorial pathogenesis that has led to mass mortalities of P. nobilis near extinction since 2016. This complex pathogenesis, caused by polymicrobial infections in conjunction with abiotic factors, underscores the need for a comprehensive and multidisciplinary approach to research and conservation [16]. The exploration of marine species in the Mediterranean Sea, including P. nobilis, has led to new insights into the species’ health and condition in different locations [17]. Studies on autophagy indicators and comparisons between individuals from various regions have led to a deeper understanding of the biological aspects of P. nobilis [18, 19].

3 Sustainability and Bioeconomy in Conservation

The intersection of sustainability, marketing, and bioeconomy forms a critical nexus in conservation of marine life, particularly for endangered species like P. nobilis. Sustainability marketing emphasizes ethical practices and environmental stewardship, while bioeconomy focuses on economic potential of biological resources [10]. Parentage analysis and other scientific methods provide insights into species’ survival and reproduction patterns [14]. Recent studies revealed natural hybridization between P. nobilis and other pen shell species, holding clues to parasite resistance [20]. Strategies for sustainable bioeconomy in conservation engage preservation protocols. Promoting Sustainable Practices: Encouraging sustainable fishing and marine-related activities aligns with conservation goals. Leveraging Technology and Innovation: Emerging technologies offer new opportunities for conservation and bioeconomic growth. Collaborative Partnerships: Building alliances fosters a collaborative approach. Policy Alignment and Regulation: Coherent policies align conservation with bioeconomic objectives [6]. Integration of sustainability, marketing, and bioeconomy in conservation represents a forward-thinking approach. Robust strategies can balance conservation with economic development and societal well-being. Continuous research, innovation, collaboration, and policy alignment are key to enduring protection of P. nobilis [6]. The global landscape of marine conservation is fraught with challenges. The decline in biodiversity, driven by overfishing, pollution, and climate change, has been identified as a critical concern [2]. International initiatives such as Stockholm + 50 aim to foster collaboration and commitment to sustainable development [4]. However, implementation remains a challenge, requiring alignment across jurisdictions, sectors, and stakeholders. A large marine ecosystem (LME) emphasizes the importance of understanding and managing marine resources at ecosystem level. Water quality guidelines and standards ensure health and sustainability of marine ecosystems [6, 7]. The CBD Korea Biodiversity Strategy aligns with LME approach, focusing on conservation and sustainable use of biological diversity [5, 6]. However, implementation of LME approach faces challenges, including complexity of marine ecosystems, lack of coordination, and need for robust scientific data [2, 10]. The paper aims to enhance awareness and action towards the protection and restoration of this species, linking sustainability, marketing, and bioeconomy. The ‘Sustainability and Bioeconomy in Conservation’ section bridges the paper’s exploration of marine life conservation challenges, digital marketing strategies, and the specific case of P. nobilis, by elucidating how the integration of sustainability, marketing, and bioeconomy can create robust strategies for conservation. It emphasizes the importance of a multifaceted approach that combines ethical practices, technological innovation, collaboration, and policy alignment to protect endangered marine species.

4 Biodiversity-Conservation Marketing

In the modern era, digital marketing has emerged as a powerful tool for reaching and engaging audiences across various sectors, including environmental conservation [21, 22]. The Coalition for Digital Environmental Sustainability Codes, for instance, has leveraged digital tools to advocate for sustainable practices and environmental stewardship [3]. The Global Digital Coalition’s plan to green the digital revolution exemplifies how digital strategies can be aligned with sustainability goals, creating synergies between technology and environmental protection [10]. Digital marketing has also found applications in biodiversity conservation, where it has been employed to raise awareness, mobilize support, and drive action. Research has shown that digital marketing can be a used in biodiversity conservation, but its success requires a strategic approach that considers the unique characteristics and needs of the conservation context offering opportunities to engage diverse stakeholders, from policymakers to the public, in the conservation of endangered species such as P. nobilis [22,23,24,25].

5 Digital Marketing Strategies for Pinna Nobilis Conservation

The conservation of P. nobilis, an endangered marine species, requires a combination of indicative strategies and innovative techniques, a comprehensive digital marketing plan can be developed to promote awareness, engagement, and action for protection of this species. The Pinna-SOS project has designed and applied a series of digital marketing diffusion strategies including Utilizing existing frameworks, which can provide solid foundation for crafting tailored digital marketing strategy for P. nobilis. This approach may include targeted social media campaigns, influencer partnerships, and interactive online platforms to engage various stakeholders [15,16,17]. Green Marketing Strategies—Diffusion of Innovation and Global Consumer Values for Sustainability: By aligning digital marketing efforts with global sustainability values, a broader audience can be reached. This includes promoting conservation of P. nobilis as part of larger movement towards environmental stewardship and sustainable living [24,25,26]. The struggle for life of P. nobilis in the Mediterranean: Focusing on specific challenges faced by P. nobilis in the Mediterranean can provide valuable insights into unique conservation needs of this species. Success of digital marketing strategy for P. nobilis depends on alignment with clear and measurable conservation goals [17,18,19, 23]. Engaging Diverse Stakeholders: From local communities to international organizations, digital marketing strategies must engage a wide array of stakeholders [24, 25]. Leveraging Technology for Conservation: Innovative technologies, such as GIS and artificial intelligence, can be harnessed to create immersive experiences that connect people with the plight of P. nobilis. These technologies can also be used for monitoring and data collection, enhancing conservation efforts [25]. Monitoring and Evaluation: Continuous monitoring and evaluation of digital marketing efforts are essential to ensure that they are achieving the desired impact. Analytics tools, surveys, and feedback mechanisms can provide valuable insights into effectiveness of strategies and guide future improvements [25, 26]. While identifying key stakeholders, including policymakers, local communities, marine conservation organizations, and the public, a diverse range of platforms has been applied.

6 Pinna-SOS Digital Marketing Diffusion Protocol

Digital marketing strategies can include a wide range of tactics: User Friendly Website-based protocol: A dedicated website provides a central hub for information about the P. nobilis research program. Applying the most user-friendly tactics web development to increase engagement in Pinna-SOS diffusion [8]. Targeted Domain Name: Using proper keywords and conducting keyword research for best search engine ranking. Search engine optimization (SEO): SEO techniques for search engine ranking optimization. Pay-Per-Click advertising (PPC): Paid advertisements in search engines. Social Media Marketing: Social media platforms can be a powerful tool for creating awareness about your research program and reaching a wider audience through business pages content promotion. Content marketing: Content optimization to attract more interested parties and stakeholders. Affiliate Marketing: building strong networks relationships for increase stakeholders and supporters. Partner with other conservation organizations to share resources, knowledge, and networks to reach a wider audience and identify influential individuals or organizations for potential partnerships. Video-based protocol: Video is a powerful medium for conveying complex information in an engaging way. Plan the video content, create high-quality videos, and promote videos to increase the project’s visibility including research promotion (Dept. of Fisheries & Aquaculture, Univ. of Patras). Press Releases: Releasing a series of press releases to the local, national, and international mostly prestige and recognized newspapers, TV stations and magazines (e.g., ERTFLIX/Pinna nobilis Development Aspects ERTFLIX). Host events: Hosting events (e.g., Saint Andrews Open Aquaculture Day (November 30th), Aquaculture Symposiums, European Maritime Day) related to the research program is a great way to engage with potential stakeholders and supporters. Research, organize workshops, or host educational talks raise awareness about your program and the importance of protecting P. nobilis [16,17,18,19].

7 Community Engagement and Conclusion

Citizen Science Campaigns: Engaging public in scientific endeavors is a powerful tool for both data collection and education. Citizen science campaigns have been employed to gather information and local ecological knowledge (LEK) on P. nobilis, fostering a sense of ownership and responsibility among community and marine professionals [24,25,26,27]. Promoting Ocean Literacy: Education and awareness are key to cultivating society that values and protects marine ecosystems. Ocean literacy programs that target various age groups and demographics can build a foundation of knowledge and empathy towards marine life. The Importance of a Comprehensive Approach: The protection, restoration, and conservation of marine life, particularly P. nobilis, require multifaceted strategy that encompasses sustainability, digital marketing, bioeconomy, and community engagement. Innovation and Collaboration: The application of innovative technologies and collaborative partnerships across sectors enhances effectiveness of conservation efforts. Ethical Stewardship: Beyond economic considerations, the moral imperative to preserve marine ecosystems resonates as a central theme, underscoring intrinsic value of biodiversity. Continued Research and Monitoring: Ongoing research into biology, ecology, and socio-economic aspects of P. nobilis essential. This includes exploring areas such as natural hybridization, population dynamics, and marketing strategies [14, 20]. Policy Development and Enforcement: Creation and enforcement of policies that align with conservation goals crucial. This includes regulations that promote sustainable practices and protect critical habitats. Community Involvement: Engaging local communities in conservation initiatives fosters a sense of ownership and responsibility. Community-based programs that encourage participation and education can enhance conservation outcomes [26, 27]. The journey towards comprehensive marketing and diffusion strategy protocol for marine life protection, restoration, and conservation, with focus on endangered P. nobilis, is complex and multifaceted. The case of P. nobilis serves as microcosmos of broader challenges and opportunities that exist within marine conservation. Collaborative and forward-thinking approach forge a path that honors value of marine life and practical necessities of human society.