Green Digital Marketing Grows Up

Digital eco-marketing initiatives devoted to saving the planet - or at least talking about it in ads - has been picking up, ClickZ reports (via Environmental Leader). John Rooks, president of Dwell Creative, an integrated agency that builds campaigns around social awareness and sustainability issues, believes that the appeal of online media to Dwell's clients and its campaign planners is issue-based segmentation. He likes web advertising for its ability to establish a dialog rather than simply broadcast a message, and he believes it's that potential for consumer engagement that's driving a wave of recent consolidation in green market media.