Internet marketing consultancy E-consultancy has stated that e-marketing is greener than traditional methods because it reduces waste and is more measurable.
Internet marketing is much greener than traditional methods as it prevents waste and is better measured, according to an industry expert.
Editor in chief of E-consultancy Chris Lake said: “Printing brochures and indirect mail shots is much more wasteful.”
The key thing to focus on, he said, is that online marketing is “more measurable” and produces less waste as a result.
He added that marketers who do not use the internet and alternatively “send millions of leaflets out” get a much smaller response, while e-marketing enables users to track progress and as a result, get greater and quicker responses.
Meanwhile, according to a green survey commissioned by business application provider Eloqua, awareness and cost top the list of key factors preventing organisations from undertaking green marketing.
Around three-fifths of companies are expected to move away from traditional and more wasteful marketing methods over the next 18 months, opting instead for digital e-marketing.
And according to 90 per cent of business customers polled, the marketing industry has a responsibility to become more environmentally friendly, while 34 per cent said it is important that their marketing suppliers are green.