Green marketing is all the rage in IT this year. CEOs identified environmental concern as the most important trend affecting public expectations of business in last year's McKinsey CEO survey; Gartner put green IT at the top of its list of top ten strategic technologies for 2008; the VCs are pouring money into clean tech; and a recent survey of 3,500 IT buyers found that half of them "definitely" will look to purchase green IT products and services this year.
Not surprisingly, IT companies have raced to respond, and most of the top firms have begun to tout their green credentials or accelerated previous initiatives. We're now awash in green advertising, sponsorships, and offerings; agencies are rushing forward with proposals and programs; and it's getting rather difficult to separate what's real and what's just hype.
The trend is an important one for all the obvious reasons (cost savings, environmental impact, employee morale, etc.), but the risk of backlash is significant. Environmentalists and other corporate watchdogs are quick to pounce on false or misleading claims, and the blogosphere lights up quickly with the latest scandal.
Done well, green marketing can bring substantial benefits, including cost reductions, new revenue opportunities, distinction in the marketplace, and greater employee loyalty. Done poorly, however, green marketing can distract from more important initiatives, create market backlash, and inspire employee cynicism,
For IT marketers, the challenge is to balance the internal and competitive drive to "do something" with an appropriate caution against getting out ahead of the corporate reality.
My own approach to green marketing puts as much emphasis on internal operations as on external promotion. A simple framework could include four areas of focus:
Green Operations: Getting Your Own House in Order
Greening your operations, at both the company level and within marketing specifically, should be at the top of the list. Are you minimizing resource consumption wherever possible? Are you investing in technologies and services that lessen environmental impact? Are you helping educate employees about steps they can take?
Green Offerings: Helping Your Clients Go Green
New offerings create new revenue streams and stronger client loyalty. This is where a lot of the green IT action is already but some of it is simply repackaging existing offers with green labels. What new products, services, and solutions can you develop to help your clients be more green? What about new partnerships?
Green Communications: Telling Your Story.
Thoughtful, creative, and fact-based communications always has a place in the market, no matter how crowded. But it's critical to avoid the hype. IT buyers are looking hard for legitimate educational (i.e., non-promotional) material, so that's an important direction. Case studies and other proof points is another. And practicing what you preach by emphasizing low-impact communications resources and activities is just as important.
Green Philanthropy: Underlining Corporate Commitment.
Adding philanthropy to the mix brings additional credibility both inside the company and out. This can include direct corporate contributions, matching employee gifts, and supporting employee initiatives to donate their time and expertise.
The key to success with green marketing is taking the long view, and building a balanced and integrated approach. We're still in the early days of going green and getting it right is a lot more important than rushing for some early advantage.
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