Kiwano Marketing

What is green marketing?

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Courtesy of Kiwano Marketing

Green or sustainable marketing can be defined as a series of marketing and advertising techniques that have a reduced impact on the environment. Some of these techniques are advertising in an electronic newsletter instead of using a newspaper, printing company brochures on recycled, post-consumer paper using non-petroleum-based inks and reducing the amount of packaging that comes with your product. As a small business owner or the head of the marketing department, you can even decide to implement green marketing strategies, such as marketing your business primarily through the Internet and word-of-mouth – thus reducing the amount of paper used in your office.

What is great about eco or sustainable marketing is that it’s typically easier to track your campaigns’ results, helping you understand where you should concentrate your promotional efforts. Plus, Internet marketing and word-of-mouth campaigns are usually cheaper than traditional marketing techniques, which results in a lower cost per acquisition (CPA).

If you’re considering starting a green marketing program, you should ensure you actually have a sustainability plan. Unfortunately, many companies in the past were (rightfully) accused of green washing. According to Wikipedia, green washing is ‘a term used to describe the practice of companies disingenuously spinning their products and policies as environmentally friendly’. As with any marketing campaign, you should first define your goals before implementing green marketing techniques. If you’re in it just for the free publicity, then eco-marketing is not the right option for you.

If you are just starting to go green, you may want to take small steps. Not everything works the way you want it to, and when you start small your mistakes will be just that – small. Consider recycling, reducing the amount of paper used in your office and powering off your computers and monitors at the end of the day.

Any effort toward reducing, reusing and recycling is a move on the right direction!

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