Paul Chachko

Marketing Sustainably: 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 integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

Last week, Bruce Biegel, senior managing director of Winterberry Group, led a Direct Marketing Club of New York discussion on “customer data onboarding.” It's the process of linking offline data with online attributes (cookies, IP address, device IDs, non-cookie identifiers, among other identifiers) in order to perform any number of marketing use cases, what often is referred to as “data activation.”

Marketing automation and data technology leader V12 Group today announced that they will be donating 100 percent of their new data sales revenue to the local New Jersey and New York Hurricane Sandy relief efforts. In addition, V12 Group is working with other companies to provide resources and coordinate local volunteer efforts.

The current era of direct marketing has brought upon us not only a wealth of customer-centric data, but numerous channels by which to reach consumers. Direct marketers can choose from direct mail, insert media, telemarketing, direct response television, e-mail, fax and now mobile messaging—can blogging be far behind? Because of the federal regulations governing telemarketing and fax marketing, these two channels have become problematic for acquisition and retention. At the moment, the most effective multichannel campaigns consist mainly of tandem postal and e-mail marketing. In the past 18 months, multichannel marketing using e-mail and postal delivery has become an effective acquisition and CRM strategy.

More Blogs