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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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Drive Leads on Facebook by Getting Customers to Gab
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Reinventing Direct

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Direct Mail for the Modern Marketer

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Big Data, Small Data, Clean Data, Messy Data

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No one in business ever profited by change for change's sake. However, no one ever stayed in business long without...



Keeping Search Profitable

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Google Finally Shuts the Door on Doorway Pages
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Google seldom gives search engine marketers advance warning of algorithmic changes; however, in a rare move recently Google announced plans...



The Data Athlete

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Channel Collaboration or Web Cannibalization?
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Multichannel marketers experience the frequent concern that online is competing with, or "cannibalizing," sales in other channels. It seems like...



Ruthless B-to-B Marketing

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6 More Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
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B-to-B data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into...



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I Dare You: Create a Brand Challenge!
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Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

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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...



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...



Marketing Nuggets

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Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
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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...



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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
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

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

Greg Hickman
‘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
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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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