Transparency throughout DM

Share this content:

As I prepare for my speaking gig at the DMA's annual show, I wonder if this is the year transparency becomes a leading topic of discussion in the direct marketing industry. We marketers need to be honest about the way we collect, use and protect the information consumers have given us, to preserve their trust and to build long-lasting relationships.

Consumers have shown they're willing to hand over everything from basic name, address and e-mail, to sensitive financial data such as stored bank and credit-card account numbers.

This concept of transparency in data collection and management is standard operating procedure now for successful e-mail marketers. Consumers are waking up to this idea that the companies they deal with hold a lot of information on them, too.

I would like to see this concept of transparency extend from the e-mail industry to the direct marketing industry as a whole. I invite my fellows in catalog and broadcast direct marketing to wander through the interactive pavilion at the DMA show and talk with us to see how we've been able to succeed with permission and transparency.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here