“Columns” showcases opinion pieces from the Delivermagazine.com staff and marketing industry leaders. Each week, this section crackles with cutting-edge ideas and insights from some of the brightest minds in the business.
With the possible exception of abstaining from chocolate to ward off acne, some erroneous beliefs are arguably harmless. But many are not. It’s one thing to wear …
“The ROI is hard to measure.”
That’s a common objection we hear from direct marketers to using the new class of online social media tools — blogs, user-generated video and digital networks — to supplement campaigns involving mail, TV and other channels. Measurement enthusiasts …
Sustainability often presents a quandary for outdoor outfitter Patagonia.
On one hand, the company has dedicated itself fully to preserving the planet, its environmental and conservation goals defining everything from its mission statement to its product line. …
Like a guy in a bar trying to get a girl’s telephone number, loyalty programs are increasingly chatting up customers with personalized messages that, in effect, say, “Haven’t we met somewhere before?”
While the use of a customer’s …
It’s getting easier every day to convince your CEO and CFO of the marketing benefits, and ultimately the bottom-line impact, of creating sustainable business processes. So the next time you champion some green marketing …
Riding the wave of inconvenient truths about an increasingly toxic and hotter planet, popular outdoor apparel–maker Nau, based in Portland, Ore., has tapped into a sprawling market of consumers who’re hungry for environmentally friendly products and businesses that put sustainability front …
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