An e-commerce and internet marketing website has said that online marketing can be better measured and prevents wastage.

E-consultancy’s comments follow a survey on green marketing, which found that awareness and cost top the list of key factors that stop organisations from undertaking the strategy.

The study also found the next 12 to 18 months are set to see 60 per cent of companies moving away from traditional marketing activities to digital activities.

Chris Lake, editor in chief of the website, said traditional marketing methods had a lower rate of response, while the online form was instant.

He added: “Printing brochures and indirect mail shots is much more wasteful … online marketing is much more measurable and therefore there is less wastage.”

According to August 2008 figures from the Office for National Statistics Internet Access, 16 million households in Great Britain – 65 per cent – have internet access, an increase over one million since the same time in 2007 and a rise of five million since 2002.

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