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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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Here's What Counts

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How Big Is Your Halo? 3 Ways to Measure the Branding Effect of Your Direct Promotions
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Direct marketers take pride in accountability. But as I've said before, they can be their own worst enemies when it...



The Integrated Email

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This week we set up an elaborate A/B test on subject lines. I liked "How 1.75 Billion Mobile Users See...



Making Social Sell

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Making LinkedIn Sales Navigator Work for You
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LinkedIn Sales Navigator can be great investment. But recovering the money you invest means having an effective, repeatable way to...



Direct Mail for the Modern Marketer

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Your audience is in more than one place—you need to be too. Multichannel marketing means reaching your audience across more...



Reinventing Direct

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5 Positioning Ideas When Leading With Price
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What works best? Selling product benefits, then revealing the price? Or revealing the price, followed by selling benefits? There are...



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Redefining the Art of Minding Your Ps and Qs
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You know hospitality when you feel it, or as officially defined by dictionary.com it's "the quality or disposition of receiving...



Big Data, Small Data, Clean Data, Messy Data

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How to Be a Good Data Scientist
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I guess no one wants to be a plain "Analyst" anymore; now "Data Scientist" is the title of the day....



Mobile-First Marketing

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5 Mobile Marketing Trends You Can't Ignore in 2015
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I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



IMM-Possible ROI

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3 IMM Trends to Watch in 2015
Jan 13, 2015

Happy New Year! As we look ahead this year with confidence in our ability to reach those aggressive goals and...



Ruthless B-to-B Marketing

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Exciting New Tools for B-to-B Prospecting
Jan 12, 2015

Finding new customers is a lot easier these days, what with innovative, digitally based ways to capture and collect data....



Keeping Search Profitable

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Setting SEO Strategies and Priorities for 2015
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As you turn the calendar to 2015, it is time once again to revisit the SEO successes or unmet challenges...



The Data Athlete

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Data Athletes in Modern Organizations
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Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has...



Muscle Marketing

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Converting Your Social Media Triple-Fs: Friends, Followers and Fans
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I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



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Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



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...



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...



SEO & Content Marketing Revue

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



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



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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...



Online Video Marketing Deep Dive

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



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



Denny Hatch's Blog

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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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