Dear Enterprise IT CMO: Time To Get More Precise With Your “Green” Marketing & Communications
I don’t write about “green” much here (unless it intersects with digital), but we released a study today — GreenFactor — with Strategic Oxygen that is well worth a post.
GreenFactor is jam packed with finding and insights that can inform IT brands’ marketing and communications strategies. At the top of the list, in my view, is this: The importance of “green” IT to IT buyers varies country by country. Thus, a global green campaign is likely to be a waste of money unless it is deployed in the best prospective countries and its message adapted. India’s respondents, for instance, emerged highest as both expecting to pay at least a five percent premium on “green” IT and as having a preference for it if they can be convinced of positive impact on both the environment and their budgets. Italy is on the other end of the spectrum and probably not worth investing green marketing budgets.
Leave a Reply