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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.

 

The Power Punch

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As marketers, we know that consumers are accustomed to providing personal information in exchange for something free. As business-to-business marketers,...



Muscle Marketing

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Penguin 3.0 Is Coming and It’s Time to Clean House
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Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



Triple Venti Dolce Data...

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



Ruthless B-to-B Marketing

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B-to-B Marketing Is Falling Down on the Job
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I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Mobile-First Marketing

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Why Contextual Advertising Is Still Hard
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Contextualized advertising is serving the right message to the right person at the right time. Standing in the way of...



Reinventing Direct

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10 Storytelling-in-Content Marketing Lessons Learned
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Storytelling lifts content marketing into more powerful messaging. Today we share 10 lessons learned as a result of a content...



Who's Your Data?

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Instagram: Does It Matter That It Will Make Money on Your Pics?
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Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



Making Social Sell

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Writing Effective InMail and Sales Emails: Don't Ask for the Appointment
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Here's my best tip on writing effective sales emails or LinkedIn InMail messages: Don't ask for the appointment. Instead, earn...



SEO & Content Marketing Revue

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5 Tips for Top Positioning (And Converting) Page Titles
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Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Here's What Counts

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Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



The Integrated Email

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When All Hell Breaks Loose
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With automation comes risk. In the course of drafting, testing and deploying automated programs, many of us have suffered through...



Direct Mail for the Modern Marketer

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Empower Your Direct Mail With Mobile
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Direct mail marketing has been around for a long time; it's sometimes thought of as the "old goat" of marketing....



Brand Matters

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Season's Greetings!
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Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...



Yblog

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Privacy in the Age of Big Data
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Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

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What Marketers Can Learn From Maine's Political Email Idiocy
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It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Beyond RFM Data
Aug 14, 2014

In the world of predictive analytics, the transaction data is the king of the hill. The master of the domain....



Marketing Nuggets

Michael Lowenstein
When Viral Marketing Goes Too Far
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A couple of years ago, our local newspaper, The Philadelphia Inquirer, ran a disturbing story about how a mortgage loan...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Is Your Content Fresh, Frequent and Unique?
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Today, your content plays a much larger role in getting top search results than ever before; therefore, it may be...



Online Video Marketing Deep Dive

Eve Grey
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 ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



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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