How green are you really?

To decipher the myth behind a company’s level of greenness and whether green marketing proofs to be efficient or not, Environmental Leader and MediaBuyerPlanner partnered to study Green Marketing through the audiences of a number of industry publications to determine if it really works or if it’s just playing pretend.

Numbers from the report revealed that 33% of respondents said green marketing was more effective than their normal marketing efforts, with just 7% saying it was less effective.

Some future predictions, 82% of marketers expect to spend more on green marketing while more than half of that declared they plan to invest in online marketing in upcoming months.

Other findings showed that the most popular medium for green marketing was the internet with 74.2% of respondents having allocated some budget for online activites, while only 49.8% invested on print, followed by 40% on direct marketing,7% on outdoor as well as Radio & TV and finally, 6% on mobile.

Amongst marketers with high budgets, 14% of those between the $10 million to $50 million budget category spent money on mobile, while those with a budget higher than $50 million only made up 16% of marketers.

A final observation from Executive Summary explains that what’s most important for decision-makers is to hold green-marketing in high regard, which makes up nearly half of respondents compared to only 15% who hold it in low regard. Usually those companies with a budget between $10 million to $50 million don’t take green marketing much into consideration, which is exactly the opposite for companies with low budgets, which are who seem to be benefiting the most from integrating green marketing into their communication strategy and philosophy.

This entry was posted on Thursday, January 7th, 2010 at 6:25 pm and is filed under Marketing Analysis. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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