Archive

Posts Tagged ‘going green’

4 Steps to Becoming a Green Corporate Leader

July 17th, 2013 No comments

Are You an Industry Leader on Environmental Issues?

green corporate leadershipAustin, Texas: I have been blogging for years on ways to stand out and become known as a green corporate leader in your industry and in your community and always enjoy reading what others have to say on the topic.

I just read an interesting article in GreenBiz.com entitled, “4 steps to corporate leadership on climate change” that reiterates many of the ideas I have mentioned on becoming that corporate leader.

However, the article is do believing in the good of corporations rather than the reality of self-preservation to be too meaningful.

The article lists the 4 steps where corporations on lead on the climate, some of which I feel are pie in the sky:

Step 1: Lobby.   I offer a caveat to this step–which is lobby for best practices for the environment–not for your personal benefit.

Too much lobbying is done to protect one’s interest and to grandfather or roll back environmental regulations.

I am not sure that businesses today are able to lobby for anything outside of their personal interests– so I am not sure that lobbying for the good of the environment will take place by corporations.

Step 2: Align your trade groups. On the face of it, self governance within your industry makes sense. But like Step 1, this leaves way too much room for misuse, subterfuge and peer pressure to remain silent on environmental realities.

Step 3: Leverage your supply chain. This step has been done by many large corporations and has the greatest chance of success–especially by larger corporations.

Pressure and mandate your suppliers follow certain environmental standards and inspect and enforce. Great strategy that hits suppliers in the pocketbook for not doing right by green standards.

Step 4: Market your efforts.  Promote your efforts to the public–in order to gain momentum for your cause, as well as to stand out from your peers. If these green efforts were done in a vacuum, other corporate leaders would not feel pressure to step up and raise their game too.

Let’s hope that more corporations feel the need to stand out and support improved environmental regulations.

After all, we only have one Planet Earth.  Let’s support it for now–and for our future.

——————-

Robert Piller, President of Eco Marketing Solutions, has over 29 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


Follow ecomarketing on Twitter Follow Me on Pinterest

Follow Eco Marketing Solutions on Google+

Follow Me on Google +

 

How Active and Noticeable Are You In Your Local Green Community?

July 11th, 2013 No comments

Is Your Company Well-Known For Its Environmental Standards and Achievements?

becoming known as a green company

Example of a local lake clean up initiative

By Robert Piller

Austin, Texas: I got a call the other day from a local company that wanted to promote their green initiatives.

I have lived in Austin since 1984 and I never heard of this company’s commitment to the environment.

Sure, I have heard of them as a major employer.

I have heard their name mentioned negatively for taking city tax abatements but not hiring enough employees at the right pay level to warrant not paying school taxes for a long period of time.

I have heard of them for some past product liability lawsuits and issues.

But in terms of being a green company, this association was never made in all these years.

Is your company playing catch-up with your reputation or are you truly a green company?

How are you getting involved with local green issues?

Are you sponsoring Earth Day fairs and educational clinics?

Are you actively involved in park or lake clean up projects?

When someone thinks of your company, does “green” or “eco-friendly” come to the top of their list?

If not, why not?

Use green issues as your point of differentiation.

Use it as your calling card.

Don’t try to be all things to all people–as your identity will get muddled and be less effective.

Don’t use the environment to gloss over other issues.

Be known as a green company that truly cares about the environemnt..and about people.

Here’s to a greener tomorrow, today!

——————-

Robert Piller, President of Eco Marketing Solutions, has over 29 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


Follow ecomarketing on Twitter Follow Me on Pinterest

Follow Eco Marketing Solutions on Google+

Follow Me on Google +

 

The 50 Greenest Companies in the World

June 12th, 2013 No comments

New List of Top 50 Greenest Companies Shows Perception Ranks As High As Performance

New Study Shows the Rank of 50 Greenest CompaniesAustin, Texas: The 2013 Best Green Global Brands announced their Top 50 green global brands– and the names at the top are perennial winners.

Toyota maintaining the No. 1 spot, with Ford, Honda, Panasonic, Nissan, Johnson & Johnson, Volkswagen, Danone, Nokia and Dell rounding out the top 10.

Here is a list of the Top 50 Greenest Companies, according to the study.

This annual report on greenest companies measures the environmental perception of 100 global brands and compares it to those companies’ actual environmental performance.

According to an article in GreenBiz.com, this study has as much to do with perception as it does with actual performance.

This is an important distinction that many green marketers tend to miscalculate–performance vs. perception.

If your company is perceived as a green company, then your ranking in the public’s mind will be higher.

But if you violate that built up trust, you will quickly go out of favor.

  • – Assuming that your actions and performance are actually eco-friendly and environmentally sensitive– then how is your perception?
  • – When reviewing you policies, what are you doing to increase perception of your green-ness?
  • – Are you confusing the public with advertising or behaviors that contradict your perception?
  • – Are you promoting education about the environment to your audience?
  • – Are you working hard to show how your company’s carbon footprint is being reduced?
  • – Are you promoting your green stewardship?
  • – Do your advertising and marketing campaigns highlight your commitment to waste reduction?

If not, now is the time to clean up and improve your perception.

Again, I am not talking about greenwashing–which is dishonest and a fast way to ruin your reputation.

I am talking about not just being a green company–but improving your company’s perception to the public.

It takes both–perception and performance.

What can you do to improve your green perception to the public?

——————-

Robert Piller, President of Eco Marketing Solutions, has over 29 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


Follow ecomarketing on Twitter Follow Me on Pinterest

Follow Eco Marketing Solutions on Google+

Follow Me on Google +

 

Green Marketing Is As Alive As You Allow It To Be

May 9th, 2013 No comments

The Future of Green Marketing

How to improve your green marketing messageAustin, Texas: A group of my colleagues and other industry professionals were discussing the future of green marketing last week – and some were wondering if green marketing has peaked and is on the decline.

Is Green Marketing as a broad advertising niche on the decline?

I would say yes…and that is probably a good thing and an opportunity for smart marketers.

Any advertising message has to strike a chord with an audience and that target audience is always changing.

Green marketing is no different.

A green marketing message was never a broad Super Bowl ad type of message– much as a Quit Smoking campaign is not for everyone.

However, there is still a huge demographic that does still want to support green initiatives, buy recycled and organic products and live a greener lifestyle.

That is your target market – and with less clutter and less green washing, it is easier than ever to reach this desired audience–and at a reduced budget.

There is still an audience that is hungry for new products that do not contain chemical additives.

There is still an audience for cars that get better fuel mileage.

There is still an audience that prefers cradle-to-grave product life cycles.

There is still an audience that prefers re-use and recycling.

There is still an audience that clamors for education on how they can reduce their carbon footprint.

There is still an audience seeking energy efficiency in their appliances – at home, at work and at play.

And, with a reduced ad campaign from companies that are targeting this green audience, your green marketing message can now go further with the same ad and marketing spend.

Green marketing is not a mass audience message.

You, as a marketer, control the dialog.

Don’t let the media’s “Scandal of the Day” control the message.

Stay out front in promoting your green marketing message to the right target audience.

Keep it consistent.

Target your audience more succinctly – and let them into your tribe, as marketing genius Seth Godin refers to them.

Now is the time to engage more frequently with your green-friendly target audience.

Let this market grow and spread – and green marketing will take care of itself.

The companies that jumped on the green movement and treated it as a fad are gone – or soon will be.

Those companies that are truly green at its core – and promote a green message as part of their mission and character – will thrive.

Do you think green marketing is dead?

Only if you want it to be dead.

Keep your green marketing message consistent and true, and watch your followers continue to support you and help you to grow.

——————-

Robert Piller, President of Eco Marketing Solutions, has over 28 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


Follow ecomarketing on Twitter Follow Me on Pinterest

Follow Eco Marketing Solutions on Google+

Follow Me on Google +

 

The Value of Your Green Marketing Claims is Transparency

February 4th, 2013 No comments
Are Your Green Claims Valid?

How Transparent Are Your Green Marketing Claims?

How Transparent Are Your Green Marketing Claims?

Austin, Texas: I just came back from a week long trade show and was disappointed in the number of green claims being made by manufacturers and potential vendors.

After I reminded them of the new Green Guides, many of them either laughed it off, ignored it, or mumbled some sort of remark like, “that doesn’t hold for us”, or “that’s only for California” or some other asinine and smarmy comments.

There were some heated conversations when I refused to back down and told them to read up on the rules — before claiming that the products they want me to sell are “biodegradable” – when they do not conform to those old rules any longer.

Yes, the new Green Guides hold just as true in Texas  or Montana as it does for California and every other state.

A green business needs to be transparent in their claims.

All of their claims. Not just the ones that are convenient.

Explain how your product or service helps the environment, or reduces energy consumption or is made of a high percentage of recycled material — then back those claims up.

If you can’t back them up, state that too.

People will give you credit for working toward getting greener than to make unsubstantiated claims.

I will be spending much of this year reviewing the claims from my factories – and eliminating many of my suppliers – as well as re-writing and re-evaluating their claims.

I would suggest that you do the same to your own product line.

Here’s to a greener tomorrow, today!

————————————–——

Robert Piller, President of Eco Marketing Solutions, has over 28 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


Follow ecomarketing on Twitter Follow Me on Pinterest

Follow Eco Marketing Solutions on Google+

Follow Me on Google +

 

Shame on Apple for Its Decision to Be Less Green

July 11th, 2012 No comments

Apple chooses to take several products off the EPEAT registry

Editor’s comment: In less than 48 hours after this report and others like it, Apple reversed this decision and has decided to re-join the EPEAT standard system. Thank you to all the green activists out there to help Apple make this decision.

——————————————————–

Austin, Texas Apple’s recent removal from the Electronic Product Environmental Assessment Tool (EPEAT) registry has sent shock waves through the green community.

According to an article in ReadWrite Web.com, “Apple devices have become increasingly difficult to take apart for service and recycling. The company has removed 39 of its products from a global registry of environmentally friendly devices. The move may prevent the company’s hardware from being purchased by a wide variety of customers – including the U.S. federal government.”

Apple has chosen to be less environmentally friendly as a business decision.

ReadWriteWeb.com speculates that “.. it may be about another kind of green: the kind on dollar bills. By preventing Apple devices from being easily disassembled for repair, the company encourages more participation in its AppleCare support program, which includes global repair coverage, and AppleCare+, which includes repair and replacement coverage.

Either way, it gets more people coming in to Apple’s support program, through its retail stores or authorized repair partners, rather than self-repairs – which generate less or even no additional revenue for the company.”

Corporate leaders such as Apple should do more to increase its recycling rate and to enforce green standards by its vendors- not less.

People should be outraged and question this company about why it has taken these less green-friendly stance.

Perhaps this will create an opportunity for Dell, Samsung and HP to leapfrog Apple by coming out with more eco-friendly versions of their devices.

That will open them up to more government business and to thise more environmentally savvy.

Choosing to be less green as a business model. Shame on Apple.

————————————–——

Robert Piller, President of Eco Marketing Solutions, has over 25 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of reusable and organic tote bags, recycled and biodegradable water bottles, recycled pens and pencils in the country.

His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Follow Me on Pinterest
Follow ecomarketing on Twitter

The Year is Half Over: Where Do You Stand So Far in Accomplishing Your Green Goals?

July 2nd, 2012 No comments

how is your grene checklist coming alongAustin, Texas:  Before the year started, you probably had come up with a list of resolutions that you were going to accomplish.  Hopefully some of them were eco-friendly or green resolutions.

Now that the year is more than half over, where do you stand on accomplishing these green goals?

Are you on track to increase your company’s recycling rate?

Have you switched to more environmentally-friendly electronic devices?

Are you encouraging your employees to shut off all computers, lights and other electronic items when not in use?

Are you buying more recycled products?

Have you gotten rid of single-use cups in the break room?

Did you switch over to more eco-conscious suppliers and vendors?

Have you spoken about environmental issues to your employees?

Have you reduced your energy consumption?

Are your employees carpooling or taking public transportation more frequently?

Now is the time to review your green checklist to get back on course — before another year’s opportunity is wasted.

With 6 months to go, review your green goals and start implementing them right away.

Here’s to a green tomorrow, today!

————————————–——

Robert Piller, President of Eco Marketing Solutions, has over 25 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of reusable and organic tote bags, recycled and biodegradable water bottles, recycled pens and pencils in the country.

His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Follow ecomarketing on Twitter

Green Marketing 101: Watch for Greenwashing

May 31st, 2012 No comments

Do not green wash in your advertsiingAustin, Texas: Greenwashing has become so prevalent in advertising that many people stop believing most of what they read.  This is good news for those marketers that are try to obfuscate the truth or those that tend to exaggerate their claims.

But for true green companies, greenwashing is a problem that must be addressed.

According to Wikipedia, the term Greenwashing (a compound word modelled on “whitewash”), or “green sheen”  is a form of spin in which green PR or green marketing is deceptively used to promote the perception that an organization’s aims and policies are environmentally friendly. Whether it is to increase profits or gain political support, greenwashing may be used to manipulate popular opinion to support otherwise questionable aims.

Take the Hanes That I saw in an industry magazine the other day.

They call this T-shirt EcoSmart and shout “Sustainability at great everyday prices”.  Sounds environmentally-friendly–right?

Unfortunately, below that sustainability claim, they mention that the shirt contains up to 5% polyester from recycled plastic.

Up to 5%!?!?  .0001% is up to 5%. So is 1%. So is 2% ….

If you are going to make a green claim, substantiate it with facts and do not try to mislead.

Even if this shirt contained 5% recycled material, would it really be a green product?

One of the keys to green marketing is substantiating the claims.

Perhaps a link or QR code that takes you to more detailed information or an infographic about the recycling process.

Perhaps a short video of the recycling process.

But definitely a more honest approach then calling a product that has 5% or less of its contents made from recycled material and EcoSmart product.

A few bad apples does ruin it for green marketing and the entire green movement.

It is time to call major advertisers out on it when greenwashing is so blatant.

Let’s put truth back into marketing anfd advertising campaigns so companies can focus on truly becoming more sustainable and green friendly.

Let’s create real green brands and promote true green branding and eco marketing.

Happy promoting!

Here’s to a green tomorrow, today!
Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

————————————–——

Robert Piller, President of Eco Marketing Solutions, has over 25 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of reusable and organic tote bags, recycled and biodegradable water bottles, recycled pens and pencils in the country.

His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Follow ecomarketing on Twitter

Is Obama’s All of the Above Energy Strategy the Best Course for America?

March 26th, 2012 No comments

exploring US energy policy and strategy for the coming decadesAustin, Texas:  Last week, President Obama announced an “all of the above” energy strategy, which would include more drilling, a new look at the Keystone XL pipeline project, as well as alternative forms of energy.

Although energy has become politicized over the past few decades, I think a realistic approach like this is the only true way to make progress.

Life is all about compromise, and if we can increase drilling in a safe manner, improve fracking technology, reduce risk of nuclear accidents, then the “all of the above” strategy is ideal.  But safety must come first.

We need to quit blocking projects just to please one party and start looking at the various options with a more open mind.

America will not stop using oil for many decades, so we must consider drilling in addition to solar, biofuels, wind power, nuclear, natural gas and other options.

Let’s challenge our country’s brightest minds to find ways to increase output of all these energy forms, while reducing costs and increasing safety.

Let’s not pick winners and losers.  Let’s hope that they can all succeed.

After all, today, railroads and ships still compete with airlines and trucks for commercial freight business. It doesn’t have to be a winner take all.

All of the above? I think it makes the most sense.

Here’s to a greener tomorrow, today.

————————————–——

Robert Piller, President of Eco Marketing Solutions, has over 25 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of reusable and organic tote bags, recycled and biodegradable water bottles, recycled pens and pencils in the country.

His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Follow ecomarketing on Twitter

Green Marketing: Time to Look Back and Plan for the New Year

December 27th, 2011 No comments

Eco Marketing: How will you be going green in 2012?Austin, Texas: As the year comes to a close, it is time to take a look back at your marketing efforts to see if you met your green marketing goals.

As an eco-marketing company, you must be at the forefront of green technology,  waste reduction, recycling and other green initiatives.

Take a look back to see if you can pinpoint measurable reductions in paper usage, miles driven by you and your fellow employees, energy reductions in running your business, supply chain mandates, etc.

Talk to your employees about other areas where you can achieve energy savings, whether it be as simple as thermostat changes and weatherization or more profound and deeper changes.

As the new year approaches, take time to see where you can lead on environmental causes, promote green outreach programs and motivate and inspire your employees, your customers, your vendors and the general public.

Look over your marketing materials to see how you can educate your audience both on the value of your greener product or service, but also on environmental issues in general.

Be sure to practice what you preach in terms of using recycled paper for print, as well as using recycled promotional products to carry your branded message.

Going green cannot be a one-person plan. Be sure your employees are actively behind your green initiatives and agenda.

Did you reach the goal of 10% energy reduction in 2011?

If not, let’s double down and make it happen in 2012.

If so, can you achieve 11% reduction this year?

Keep striving for a greener planet.

We’re all in it together.

Happy New Year!

May 2012 be the greenest one yet.


————————————–——

Robert Piller, President of Eco Marketing Solutions, has over 25 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of reusable and organic tote bags, recycled and biodegradable water bottles, recycled pens and pencils in the country.

His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Follow ecomarketing on Twitter