Thursday, June 19, 2008

The Greening of Cyberspace

A June 17 article in emarketer reviews the results of "The Green Marketing Study." The study reveals that 60% of online buyers said that it was "extremely" or "very" important that companies exercise sensitivity toward the environment. "Today's environmental concerns are more complex, far-reaching and interconnected than those of the past," says Paul Verna, senior analyst at eMarketer and author of the new report, Green Online: Growing Awareness. "And the Internet provides a powerful forum for corporations, marketers, policymakers and average citizens to engage in active conversations about how to approach the issues."

"Last year was the tipping point for green marketing as a whole," Jessica Hogue, research director of Nielsen Online, told eMarketer. "Every type of company is now getting into the mix. The We Campaign, an environmental awareness project launched by former Vice President Al Gore, has allocated a substantial portion of its projected $300 million budget toward online advertising," says Mr. Verna. The We campaign uses a wide assortment of mediums in its marketing mix. They include display ads, video ads, e-mail, social networking, mobile outreach, and viral marketing.

Increasingly retail establishments are using the web to cover their Green claims and according to Mr Verna, consumers are using blogs and forums to discuss these claims. "Green can do very well online. It's a topic that people get very passionate about and there are few barriers to entry," says Jarvis Coffin, CEO of Burst Media. Burst Media studied the frequency with which US adult Internet users viewed green ads and found that 46% of them reported frequent exposure. A comparable 40% of respondents said they viewed green ads "occasionally," while only 14% said they saw these types of ads "infrequently."

No comments: