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Chet Dalzell

Marketing Sustainably

By Chet Dalzell

About Chet

Marketing Sustainably: What's Going on Beyond and Beneath the Green? A blog posting questions, opportunities, concerns and observations on sustainability in marketing.

Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of direct marketing. He serves on the Direct Marketing Association Committee on the Environment and Social Responsibility, where he is currently chairman of the Committee's Marketing & Communications Public Outreach Strategy Working Group (2005-present).

Chet co-developed the first professional certificate program in environmentally responsible marketing within the United States. He also served on the United States Postal Service Greening the Mail Task Force (2007-2010), and led its Life Cycle of Mail Subcommittee.

Email Chet below, or reach him at Twitter or LinkedIn.

 

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Are your Google Authorship images not showing in search results? Are you seeing a drop in site visitor traffic or...



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Pay per click (PPC), particularly Google AdWords, is a marketing channel that can produce profitable results for your business, whether...



The Integrated Email

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Sowing Seeds
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Back in the day of direct mail, nearly all marketers had seed names on their lists in order to monitor...



Direct Mail for the Modern Marketer

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Is Every Door Direct Mail Right for You?
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Every Door Direct Mail is a service designed by the USPS to help businesses reach every address in a neighborhood....



Brand Matters

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Linger Longer: A Branding Imperative
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"Summer afternoon—summer afternoon; to me those have always been the two most beautiful words in the English language," wrote Henry...



Reinventing Direct

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Stimulating Action With Color
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There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



Big Data, Small Data, Clean Data, Messy Data

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Big Data Must Get Smaller
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Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Marketing Nuggets

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Avoiding the One-Night Stand
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Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Online Video Marketing Deep Dive

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Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

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‘I Can't Because, I Need ... ’
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Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Triple Venti Dolce Data...

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Clue Me In, Please
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So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



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Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
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Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

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5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Can ‘Sustainability’ be Profitable? Answer: It Has to Be.

 

In this blog, I will be posting questions, opportunities, concerns and observations on sustainability in marketing.

Why do I get to write about this? Because I want to, and the editorial team at Target Marketing has provided a central venue for blogging all things direct marketing! Plus I am motivated by opportunity: As marketers, we have the chance to lead what Harvard Business Review calls the third great wave of global enterprise: sustainability (following the previous waves of IT and quality).

Harvard Business Review, "The Big Idea: The Sustainable Economy" (October 2011)

Harvard Business Review, "The Sustainability Imperative" (May 2010)

While public policymakers dither over climate change, carbon management, green jobs and trying to pick winners and losers, the private sector—and non-profit sector, too—recognize a simple truth: future riches will flow to the innovators. Those inventors, startups, organizations and corporations that can deliver a "smarter planet" in efficiency, use of resources, and return on investment, taking into account the triple bottom line: people, planet and profits.

Now, let's bring this home to marketing.

In our discipline of direct and interactive marketing, and more broadly integrated marketing, we are everyday focused on efficiency, resourcefulness and return on marketing investment. To do otherwise is to fail our employers, clients and customers, and investors—as well as ourselves as marketing professionals. The sooner our choices in marketing activity reflect this third wave of global enterprise, the more profitable we will become.

I welcome your thoughts, comments and conversation.  Let's make sustainability profitable.

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