Marketers 'going green' with internet advertising


Marketers are increasingly turning to the internet in a bid to become more environmentally friendly, a survey has found.

Eloqua, a provider of demand generation applications, conducted a study at its Eloqua Experience marketing conference and found that 60 per cent of marketers are planning to move away from the likes of brochures and mail campaigns in order to focus on digital solutions.

The effort to reduce paper usage reflects the fact that 90 per cent of respondents expressed a belief that the marketing industry should become more environmentally friendly. In addition, 60 per cent stated that green marketing can be advantageous to companies.

Brian Kardon, chief marketing officer at Eloqua, comments: "What's good for the environment can also be great for business."

Last week a survey of attendees at the eMetrics Marketing Optimisation Summit showed that over 80 per cent of marketers intend to maintain or increase budgets for email marketing.