Seventh Generation Adopts All-Digital Marketing

Seventh Generation said it plans to focus most of its media spending on digital and social media marketing in 2013. Also, Seventh Generation plans to do in-house all its social marketing efforts, which the company found is more effective than traditional media in helping it carry its message across to consumers. Nevertheless, the company said it will still rely on outside agencies in developing creative campaigns. Despite the planned shift to digital marketing, Seventh Generation, which saw its sales grew 8 percent in the year ending December 2, 2012, will still use television advertising for product-demo purposes.