Paper, e-billing not so different

Two Sides is to actively challenge companies that use 'greenwashing' to mislead consumers over the environmental benefits of other media, reports Print Week.

The campaign, which promotes the use of responsibly produced print and paper, says businesses should carefully consider their message and any misleading anti-print and paper statements.

These include, 'go paper-free and do your bit for the environment', and 'e-billing is more environmentally friendly than the traditional paper bill'. Martyn Eustace, Two Sides director, says the link between reducing paper use and helping the environment creates "a false impression about the sustainability of print and paper".

A big part of the Facebook experience is how friends and family share Web links to interesting news stories, photos, videos and Internet sites, says SFGate. This 'friend-casting' of information has helped propel Facebook into a major force in directing traffic around the Web.

According to Web measurement firm Compete, Facebook has passed search-engine giant Google to become the top source for traffic to major portals like Yahoo and MSN, and is among the leaders for other types of sites.

This trend is shifting the way Web site operators approach online marketing, even as Google takes steps to move into the social media world. "Marketers must focus on social marketing in addition to traditional search, as customers have a multi-pronged way of finding information," says Jeremiah Owyang, a Web strategist for the Altimeter Group.

E-mail works best when it's personalised, writes Record Online.

Putting the recipient's name in the subject line or the introduction of the e-mail's text says some thought and targeting went into this outreach.

When creating e-mail blasts, leveraging graphics and images are great ways to make e-marketing stand out. A well-designed e-mail, just like an impressive brochure or print ad, will showcase sophistication and increase the chance of getting noticed.