Sustainable, renewable, adaptable

Think I'm taking about green initiatives or energy? Think again. These concepts can be applied to marketing programs.

A sustainable marketing program not only pays for itself, it does so regardless of the market economy--whether we're in a boom or recession. It shouldn't matter if you're a non-profit organization or you have deep pockets for marketing programs, the basis of company survival has always been a positive figure (that's a positive net profit for you sales revenue junkies) for the bottom line.

Renewable means that the marketing concepts of a successful campaign can be applied to another, or to other business units within the company.

Adaptable means that the metrics used for measurement in a marketing campaign can be used for different audiences (business or consumers) because the underlying data sets and the acquisition goals (get new customers, pitch new technology, affirm customer loyalty to product or service brand, etc) are the same.
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