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.
Online Video Marketing Deep Dive
12 Overlooked Ways to Help Your Video Rank Higher on YouTube
May 22, 2013YouTube is currently the second largest search engine on the Internet. With 1 billion unique monthly visitors watching YouTube videos,...
Muscle Marketing
List-building 2.0: 7 Tips for Using ‘Power’ Polls For Prospecting
Apr 8, 2013Most people know Web 2.0 is simply the evolution of the Internet into an environment of interactivity, reader participation and...
Think Mobility
3 Questions Before Implementing Any Mobile Solution
May 20, 2013I often get super excited when I see other businesses doing cool and innovative things in mobile. You read an...
The Power Punch
Hello, Complaint Department? My Friends Are Listening
May 17, 2013If it costs five times more to acquire a new customer than to keep one, why do brands continue to...
The Brand Matters Blog
The A-Z List of Stop That! Behaviors
May 16, 2013In the April issue of Target Marketing, I wrote about 26 verbs that sometimes get in our way when we're building brands...
Yblog
Wearable Mobile Devices Are the New Black
May 15, 2013This year's hot trend in fashion is computers. Whether at SXSW or in the tech and media hubs on the...
The Integrated Email
What Is the Best Day to Send Emails?
May 13, 2013Somewhere, in the world just on the other side of the rainbow, there is a magical day for sending emails....
Making Social Sell
Convince Prospects You Can Change Their Success Rates
May 10, 2013Is generating leads with LinkedIn proving frustrating and difficult? Probably because you're failing at tempting prospects to click more deeply...
Ruthless B-to-B Marketing
B-to-B Marketers Should Take Another Look at E-commerce
May 6, 2013E-commerce opportunity is evolving fast, but only 25 percent of B-to-B marketers are taking advantage of it, according to a...
Triple Venti Dolce Data...
The Data Czar and His Ministers
May 1, 2013I live in a relatively small, rural town of 50,000 residents spread over 61 square miles. My specific neighborhood still...
Who's Your Data?
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...
The Whole Magilla
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...
Denny Hatch's Blog
The Internet Can Make You a Chump—Forever!
Sep 25, 2010Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...
SEO & Content Marketing Revue
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....
Direct Mail Benchmarks From DMA
In my years following the direct marketing field, one of the resources I've most appreciated is the Direct Marketing Association's annual roundup of direct and interactive marketing statistics, the DMA Statistical Fact Book. Each year, this compilation of research studies—this year, 40 prominent sources—offers benchmarks and other metrics related to nearly a dozen categorie. Examining direct mail-related data, here are a few stats from this year's edition that jump out at me. Did you...
Read More >>
Companies Mentioned:
 |
|
|
|||
|
|
Sections:
|
Is There a Generation Gap Among Direct Mail Responders?
I was listening to a Direct Marketing Club of New York presentation recently by Covenant House, a nonprofit organization dedicated to helping homeless kids in various cities. One of the challenges that the organization is facing is that its donor base is aging. The need to attract a new demographic among donors is apparent. However, its direct mail efforts haven't been performing as well among younger prospects as it continues to do with its best donors—so the organization has turned to...
Read More >>
Companies Mentioned:
|
Sections:
|
What Is 'Omnichannel'? And Is It Different From 'Multichannel'?
This is the year of "omnichannel" based on the amount of occurrences that I've heard this term. I've never been a fan of jargon—but I sure use it enough in some of my clients' communications, often at their request. When I comply, I usually advise that a short explanation may be in order upon first reference to help define whatever the term is and to set a marketplace expectation. So what does "omnichannel" mean to me?
Read More >>
Companies Mentioned:
|
|
|
Sections:
|
|
3 Things You Can Do Now to Make an 'Earthly' Difference
Readers of my blog know my distaste for financial service companies, utilities and other brands that admonish me in my mailbox to switch to digital statements "to help save the environment," "save trees," "pay it green" and other marketing hyperbole with absolutely no scientific backing. I'm waiting for three things
Read More >>
Read More >>
Companies Mentioned:
|
|
Sections:
|
Does Channel Even Matter Anymore? Prove It With an ECHO!
I've heard it said, and I believe it, that the consumer has gone "omnichannel" on us. As customers have taken all the power in which brands they choose to interact with, we've awakened to find ourselves in a world where we—the brands and the marketers behind them—need to be everywhere the customer is. Digital created a real-time, on-demand environment where communities could easily tap and share knowledge. There is a collective intelligence there that, in tandem, empowers individual...
Read More >>
Companies Mentioned:
|
