Internet marketing is much greener than traditional methods as it prevents waste and is better measured, according to an industry expert.

Editor in chief of E-consultancy Chris Lake said: "Printing brochures and indirect mail shots is much more wasteful."

The key thing to focus on, he said, is that online marketing is "more measurable" and produces less waste as a result.

He added that marketers who do not use the internet and alternatively "send millions of leaflets out" get a much smaller response, while e-marketing enables users to track progress and as a result, get greater and quicker responses.

Meanwhile, according to a green survey commissioned by business application provider Eloqua, awareness and cost top the list of key factors preventing organisations from undertaking green marketing.

Around three-fifths of companies are expected to move away from traditional and more wasteful marketing methods over the next 18 months, opting instead for digital e-marketing.

And according to 90 per cent of business customers polled, the marketing industry has a responsibility to become more environmentally friendly, while 34 per cent said it is important that their marketing suppliers are green.