Online marketing prevents waste

Businesses that concentrate on marketing their products or services online, for example through search engine optimisation techniques (SEO), will find they have more measurable results.

Such is the opinion of Chris Lake, editor-in-chief of internet resource E-consultancy, who added that such a scheme also reduced waste.

He claimed that the alternative may be to print up millions of leaflets and post them through people's doors which would only result in a small per cent of people responding and leave the company with a lot of waste.

"Online is much more focused on measurement," Mr Lake concluded.

According to Eloqua's survey on environmental marketing, in the next 12 to 18 months, 60 per cent of companies will move away from traditional marketing activities - such as direct mailers and brochures - to digital activities in order to be more green.

In addition, 90 per cent of respondents thought that the marketing industry has a responsibility to become more environmentally-friendly.

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