By some measures, 95% of online marketing fails -- and that rate is probably even higher for green-marketing efforts, writes Paul Hannam, president of Bright Green Leadership. To beat the odds, plan meticulously, measure and optimize everything, and be sure to test your concept rigorously before rolling it out. "One of the biggest mistakes that green marketing professionals make is over-reliance on the creative aspects of their work, and paying insufficient attention to the boring stuff like measuring and evaluating their results," Hannam writes.

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