Makers of the next-generation LED lighting are somewhat in the dark when it comes to convincing consumers their super-efficient bulbs are worth the cost. The "EcoSmart" flood light bulb is a prime example, available for a mere $59.88 - apparently a 50% savings off its usual cost. So, a bargain, right?

As the fall conference season kicks off, I find myself thinking about the environmental footprint of meetings, conferences and trade shows. If you've ever attended or organized a conference or trade show, you know that the environmental impact can be huge and wide ranging. For instance, some estimate that for the average trade show, more than 200 trees are used for paper products. Then, factor in emissions caused by air and auto travel, energy and water use in hotel rooms and the event itself, leftover food, and the average amount of waste that even the most conscientious travel produces - …

As technology and media continue to evolve at an exponential rate, marketers and consumers alike have started to adopt new practices and behaviors to ensure that they keep pace. With this shift in the marketplace, new marketing concepts, strategies and jobs are also starting to surface and the most successful marketers will become masters at "trend arbitrage."

In their efforts to slow down the relentless ravaging of earth's resources and prevent it from overheating, gurus and champions have tried several approaches.

For green marketers, telling your own story via sponsored content can be a powerful tool. And, while editorial approach and content is the priority, it's just as critical to identify the channels where it should be placed so that it is both seen and shared. Look for platforms that align with your brand strategy, and provide optimal exposure to stand out from the fray. For a deeper perspective on alternative channels for sponsored content placement, I spoke with Marilyn Simes, CEO, Digital Instincts. Together, we offer the following advice: