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It would certainly be wonderful for any business to undertake as elaborate a campaign about their environmental credentials as GE's Ecomagination camapign, but realistically that's something only a multi-national behemoth with serious marketing budgets can do.

So what can the rest of us do?

To avoid joining the ranks of green washers you must have genuine environmentally responsible activity at the core of your green digital marketing activities. This can range from reducing your power consumption and waste to actively engaging in community-based environmental initiatives like tree planting.

Where does digital come into this?

This is a question with thousands of possible answers, so let us look at a few things you can easily do with your website:

• Shift some of your print-based marketing campaigns like brochures to website based promotional buttons
• Use a sophisticated email campaign manager to send regular newsletters to your users instead of paper mail
• If print-based marketing is critical to your business, consider giving your users the option to opt out of it online to reduce the paper and transport waste of unwanted mail
• Use blogs, podcasts and video on your website to communicate all the other things you're doing to reduce your environmental footprint as a business.

These are just a few things to get you started, once you're up and running you will very likely discover many other ways of burnishing your environmental credentials through green digital marketing.