Many marketers at US organizations are planning to switch away from traditional media towards digital marketing in an attempt to go green, new search has indicated.
The survey of 150 marketers by Eloqua found that 60 percent of respondents are planning to shift from offline marketing to digital strategies such as email in the next 12 to 18 months.
Nine in ten marketers said they believed one of the main responsibilities of the marketing sector was to be more environmentally-friendly, while almost 60 percent said they believed eco-friendly campaigns can offer a competitive advantage for companies.
"From the move to digital mediums such as email to ‘green’ messaging, today’s marketers are increasingly aware of the need to incorporate an ecologically-responsible approach to their marketing programs and campaigns," Eloqua said in a statement.
According to a recent poll by MarketingProfs, companies are also starting to move from offline to online marketing in a bid to cut costs during the financial downturn.