DMA’s Greco: Marketers need to respect ad environment in addition to the natural environment

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New York—Multichannel marketers need to think about environmental issues beyond conservation, including the advertising environment in which people are bombarded with thousands of commercial messages every day. That was one of the insights delivered by John A. Greco Jr., president-CEO of the Direct Marketing Association in his opening remarks Tuesday at the DMA’s DM Days 2007 conference.

“We all need to be aware of and sensitive to the very real and wide-ranging environmental concerns that people have in the area of paper procurement and use,” Greco said. “But our environmental focus needs to be on more than just paper, as important as that issue is. As marketers, we all need to work toward building an environment of responsible action and consumer trust.”

That includes respect for the digital environment by authenticating e-mail and making opt-outs easy, as well as adhering to guidelines for ethical business practices, including the responsible use of marketing data and protecting customers’ privacy, Greco said.

—Carol Krol

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