tag:blogger.com,1999:blog-62790842007-08-21T20:11:14.469-04:00Perry GoldscheinBlogger109125tag:blogger.com,1999:blog-6279084.post-33719601451756723922007-08-21T17:25:00.000-04:002007-08-21T20:11:14.489-04:00

ClickZ, a respected source of information on interactive marketing that I admire just posted an excellent article discussing how "digital eco-marketing initiatives devoted to saving the planet - or at least talking about it in ads - has been picking up." The article, lengthy by online standards, covers more details than others I've seen from mainstream and industry media not specifically geared

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-31177754477099348662007-08-03T14:46:00.000-04:002007-08-03T15:20:00.309-04:00

Awareness of procurement's environmental impact is growing, but few companies are incorporating green strategies into their purchasing habits, according to a Supply & Demand Chain Executive article. Procurement policies could have a significant impact on a company's environmental "footprint," given that somewhere between 50 and 70 percent of a company's overall costs originate from purchasing

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-55288081958797053732007-07-31T17:12:00.000-04:002007-07-31T17:42:43.452-04:00

Search engine marketing (SEM) expert Kevin Lee talks about the immaturity of the SEM industry in his recent ClickZ column post. He reminds us that nearly all of the companies engaging in search marketing are less than 10 years old, and believes that the way agency/client relationships are created and maintained is immature as well. While Kevin indicated by email that this post was more of a rant

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-45475781537596158882007-07-27T16:45:00.000-04:002007-07-30T15:01:24.840-04:00

Yahoo has taken on a leadership role on climate change action that looks to be galvanising its rivals into similar action, according to Ethical Corporation, and also gaining public approval. This is exciting especially because Yahoo, as the biggest US internet media company with 500 million monthly users worldwide, is in direct and influential contact with a huge percentage of the general public

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-89134737489285915902007-07-27T16:13:00.000-04:002007-07-27T16:44:11.874-04:00

We've provided a variety of web marketing services for our clients over the years and email has most often risen to the top, in terms of results, for the direct response goals of most of our small to mid-size clients. This has continued to be true right through to the present. That's why I've been confused over why the industry discussion about email on the internet and at trade events the last

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-31035705039458233902007-07-24T16:24:00.001-04:002007-07-24T16:53:12.456-04:00

Nope, I'm not talking about Starbucks or other coffee-serving cafes. I'm talking about corporate average fuel economy standards (CAFE). The Wall Street Journal reports today that as high gasoline prices and climate change weigh more heavily on car buyers' decisions, Europe's premium auto makers are tweaking their ads to cast themselves in a greener hue. This should be no suprise, as made

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-19796452850846089212007-07-20T17:04:00.000-04:002007-07-20T17:39:17.366-04:00

Increasingly, Americans, both as customers and as employees, are seeking more from business, according to the 2007 Cone Cause Evolution Survey. They want companies to be socially and environmentally responsible, and this desire is increasingly affecting their purchasing decisions and expectations of their employers. More than two-thirds of Americans say they consider a company’s business

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-13989713277639694642007-07-01T10:28:00.000-04:002007-07-01T11:35:30.281-04:00

The green consumer movement has gone mainstream with breath-taking speed the last year or so following such events as Hurricane Katrina, the release of An Inconvenient Truth, and significant coverage in both popular consumer magazines like Vanity Fair and Time, and business magazines like Fast Company and Business 2.0. While many in the environmental movement have welcomed this trend with some

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-2938297021438648502007-06-25T08:58:00.000-04:002007-06-25T09:27:38.027-04:00

There's a good article on the NY Times website today (free registration required) on Home Depot's Eco Options marketing campaign in which the retailer is working with the manufacturer's whose products it sells to identify the most sustainable options.The Times reports that some environmentalists are claiming Home Depot is too inclusive and not doing enough itself to make green claims. Sierra

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-54838712425608857612007-06-12T18:25:00.000-04:002007-06-12T18:54:00.055-04:00

I attended Ad Age's half-day "The Green Conference" in New York today. Ad Age organizers were expecting 200-300 people and over 500 came. I ran into several people I knew and met a handful of new folks from companies like L'Oreal and Better Homes & Gardens, who were there to learn as much as they could. The speakers were generally good and educational, especially for the many green marketing

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-28802505048278345662007-06-05T09:18:00.000-04:002007-06-05T09:41:23.025-04:00

Phil Mattera asks in his AlterNet article today: "Is big business buying out the environmental movement?" His answer indicates he believes they are trying and have evil ulterior motives. Mr. Mattera brings a healthy skepticism to the recent surge in corporate America's interest in all things green, and makes a good point about a similar surge of such interest in the early 90s and how it fizzled,

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-7191013244050412552007-06-04T18:15:00.000-04:002007-06-04T18:23:13.011-04:00

If you're in the area, don't miss this half-day conference organized by Advertising Age. Just another reflection of how quickly green marketing has gone mainstream. Companies represented and sharing their experiences will include Toyota, HP, Timberland, and Ben & Jerry's, among others. The Conference "will celebrate marketers who are doing the best job of integrating environmental sustainability

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-41095860671853884932007-04-27T16:26:00.000-04:002007-04-27T16:44:51.163-04:00

An eMarketer report shows that consumer packaged goods (food and beverage) advertisers cut spending in nearly every major media last year except the Internet. This year, eMarketer estimates the CPG category will spend $288 million advertising online, a 36.6% increase over 2006. ". . . food and drink is becoming an online staple for consumers who are searching the Internet for healthy eating

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-18233664042583676252007-04-23T16:33:00.000-04:002007-04-23T17:10:29.117-04:00

Competitors, customers and even privacy watchdogs have weighed in on the recent Google deal to acquire DoubleClick. If you're reading this, you should know what what Google does. It's possible you may not know exactly what DoubleClick does - in a nutshell, it's a technology platform that publishers and advertisers can use to deliver and track banner and pop-up ads. Microsoft’s general counsel

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-54439139744958177782007-03-27T17:05:00.000-04:002007-03-27T17:57:48.337-04:00

I'm not sure what impact widgets, also known as gadgets and modules, will have on interactive marketing yet, but they are catching on very quickly. In case you're not yet aware, I'm talking about the self-contained mini-windows that pull content, and even functionality in Web 2.0 versions, from other sources and are being made available for placement by anyone with a desktop, browser and/or

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-60039283818447720332007-03-21T21:06:00.000-04:002007-03-21T21:34:57.360-04:00

The NY Times reported today that Google is testing a system where advertisers pay only for results, also known as "cost per action." Under this system, advertisers determine what they are willing to pay for a specific action, whether a purchase or a lead. Web site publishers can then chose whether to run any such ads on their sites. While the article is short on details, probably limited by

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-91392587774115204142007-03-13T20:28:00.000-04:002007-03-13T21:22:35.641-04:00

The evidence that greening business is now a sizzling hot trend just keeps coming at head-spinning speed. There was a BusinessWeek.com article last week on marketing a green product; an email today from the DMA on its upcoming seminar on profiting from being environmentally friendly; and I also got a call today from a publisher that puts out a paper newsletter for Inc. Magazine and Verizon asking

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-21649748056524215872007-02-24T16:43:00.000-05:002007-02-24T17:22:42.888-05:00

I've consulted a few natural and organic foods companies on online coupons in the past. Especially if you have perishable products and sell only through retailers (not through your website), this can be an important tactic for you. You can still obtain direct results, as well as branding, if you use an effective online coupons strategy. Online coupons have had slow growth against their paper

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-713964767836096882007-02-20T17:36:00.000-05:002007-02-20T18:10:48.208-05:00

Jason Mark and Kevin Danaher's post on AltnerNet asks this question, close to my heart. They point out that GE and BP are ramping up their renewable energy efforts; prominent architects are using recycled and reused materials, and the market for non-residential green building is at $43 billion a year; more than $2 trillion in assets are invested in socially responsible funds; and sales of

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-41607834371738090222007-02-19T15:53:00.000-05:002007-02-20T18:09:26.894-05:00

When I spoke on interactive marketing as a panelist recently at a socially-responsible investing industry conference, I focused on the tried and true tactics we make work for our clients month in and month out, including search and email marketing. These have worked for years and continue to do very well for many of our clients. The conference organizers wanted panelist presentations to be

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-3407003032019761472007-02-14T17:03:00.000-05:002007-02-14T17:36:07.018-05:00

The Financial Times of London reported this week that the biggest advertising agencies, including Ogilvy, Y&R, and Saatchi & Saatchi, are predicting a wave of green marketing campaigns as businesses compete on their environmental claims. Agencies say communicating green values is fast becoming an act of "corporate hygiene" needed to retain competitiveness and standing with customers. This is

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-83761749955236989122007-02-09T17:22:00.000-05:002007-02-09T17:21:32.798-05:00

Wow! Search marketing remains very healthy and hot. The Search Engine Marketing Professionals Organization (SEMPO) just released a study that found advertisers in North America spent close to $10 billion on search engine marketing in 2006. That was a 62% spending increase versus 2005, according to SEMPO. SEMPO’s survey of search agencies and advertisers found spending in the medium will

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-1170193235979872562007-01-30T16:24:00.000-05:002007-01-30T16:44:53.606-05:00

Have you seen the just released green issue of Business 2.0 magazine? Well worth the read, with some interesting companies and technologies of which even the most-informed green business executives may not have been aware. Please ignore the hype (e.g., title "Go Green, Get Rich"), and appreciate the thoughts! Includes it's own blog, Green Wombat. The press continues it torrid green coverage

Perry Goldscheintag:blogger.com,1999:blog-6279084.post-1163687536891009792006-11-16T09:31:00.000-05:002007-02-23T17:48:37.812-05:00

I was having a chat the other day with someone who was befuddled by the fact that their past in house marketing campaigns resulted in increased traffic to their site, but not increased sales. My first question to her was “what did your landing page look like?” “Landing page?” This response identified for me a frequently overlooked component of successful marketing campaigns, the landing page.

Nancy MacKnesontag:blogger.com,1999:blog-6279084.post-1159656155725143822006-09-30T18:29:00.000-04:002007-02-23T17:50:09.628-05:00

As we mentioned in our last email newsletter, we are very excited to be working with Ben & Jerry's to promote their Alaskan Adventure Sweepstakes and educational efforts for combatting global warming. The Sweeps end Oct. 5 (this Thursday), though, so be sure to visit their entry page now for a chance to win a trip to Alaska, a year of free ice cream, and a year of renewable energy credits to

Perry Goldschein