Outdoor apparel-maker attracts customers with innovative approaches to green

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 …

In an age when information about a product - good and bad - is just a mouse-click away, marketers are learning to value openness.

Talking openly is not the stalwart of most marketers. We tend to migrate more toward providing hype instead of help.

So imagine the fear that must be …

Put down that spreadsheet. Throw away that calculator. Demonstrating ROI for your marketing efforts could be a calculation so simple you can just as easily do it in your head.

As marketers, we often think of customer satisfaction as a very complicated issue, with varied factors and “touch points” …

As marketers, we’re used to dealing with annoyed customers.

So it will probably come as no surprise that consumers rank unsolicited e-mail messages near the top of the heap of the things that rag them the most.

In a recent study by the University of Georgia, consumers ranked e-mail spam …

Stand tall, direct marketers: Your time has come.

After years of being kept “below the line,” out of the proverbial front office and VIP suites, direct finally got its ticket to the big game.

Why? Because the owners and managers of marketing have finally come around to your way of thinking. …

“Markets are conversations.”

That statement makes complete sense to today’s marketer, who is struggling to figure out his or her digital plan, but when it was first posited in 1999, it rocked the marketing world. You might have recognized that it’s the opening tenet of The Cluetrain Manifesto, an online …