It's Not Easy Being Green … or Is It?
As you can see, we've devoted this month's cover story to Conservation International, a nonprofit organization that has turned to viral, digital and community marketing to spread its message about the importance of conservation worldwide.
One of its digital programs encourages people to log onto its Web site, www.conservation.org, to donate money to "protect an acre" of forestland to stop climate change. To promote the campaign, the organization used video viral marketing, with public service announcements -- starring Harrison Ford, no less -- that appeared both on its Web site and on YouTube. It helped that Ford also discussed the campaign on the late-night talk show circuit. The organization also relied on an e-mail marketing campaign, a Google AdWords buy and banner ads on a green-oriented portal to promote its cause.
The campaign didn't rely on paper-based direct mail -- which leads me to my next point. E-marketers were green before being green was cool.
Experts have pointed out that e-mail marketing and online marketing in general have a much lower carbon footprint than direct marketing mailings because of their low impact on our natural resources, paper consumption and the fossil fuels it takes to deliver regular mail.
In fact, using e-mail and online marketing to promote and market your products and services makes it easy to be green.
So do the right thing -- continue to invest in e-mail and digital marketing, whether you're promoting an environmental cause (as our cover story describes) or automobiles, or shoes, or cogs. You'll help save the environment, and you might even get higher ROI numbers to boot.
Passing the Torch
In this issue of eM+C, we say goodbye to 15 Minutes Ahead columnist Mark Taylor, the former chief marketing technology officer at Wunderman, a New York-based marketing services firm. But not to worry. He has passed the torch to the capable hands of Thom Kennon, vice president and account director at Wunderman. As Taylor did, Kennon will continue to bring you the latest and greatest in what's hot and why in these very exciting times in marketing. The two collaborated on this month's column, which discusses mobile marketing. Check it out, beginning on Page 16 of our print issue or here.