B2B Marketing Blog

In the past, there was only one kind of “green” marketers cared about, and that was the kind their sales department could bank, but times have changed. The latest issue of B2B Magazine’s article, Marketers face challenges from economy to ecology listed “going green” as one of B2B marketer’s Top Ten marketing trends for 2008. But not all marketers should jump on the green bandwagon.

Marketing is simply the investment companies make to communicate to the market as a whole. With products and services, this usually involves putting their best foot forward versus competitive solutions. These claims are not generally risky, because much of this information is subjective anyway. But, it’s different with eco initiatives. The facts don’t lie. Companies can only communicate initiatives they actually have in place. Hollow promises will get a backlash.

So before doing green marketing, companies should first ask themselves if they are really ready to bring their eco initiatives to the market’s attention. They should also ask themselves how their initiatives compare with others in the industry. If not, their marketing may get a “Who cares?” response or even negative attention, “That’s all they’re doing?” And with today’s interactive media, negative opinions travel fast. I’m not saying not to do green marketing, I’m just saying to make sure you actually go green first.

This entry was posted on Monday, December 17th, 2007 at 3:13 pm and is filed under Public Relations, Marketing. 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.