It’s easy for our industry to feel under attack from all angles lately, whether from the President, Congress or watchdog organizations. But we found a ray of hope in the 2014 Edelman Trust Barometer, which reports that the United States is one of the countries where trust in business is the highest it has been since the 2008 recession began.
The Trust Barometer, an international survey of people’s trust in business and government, suggested that businesses take advantage of this growing trust to lead the way on policy making and issues, especially as faith in government continues to fall. The study doesn’t call out marketers by name or department, but it certainly gives marketers another reason to stand up for responsible data management uses and practices.
The findings also support the third of my New Year’s resolutions for marketers, which I believe is key to enhancing the business position in the continuing debate over policy and procedures regarding data privacy, collection, management and guardianship:
Resolve to stand up for yourself and your fellow marketers at a time when data-driven marketing faces intense scrutiny from government, privacy advocates, and sometimes our own customers.
You know DMA is working on your behalf in Washington, D.C., state capitals and in Europe, by offering respectful public dissent when legislators mis-characterize the work done by responsible marketers and by talking individually with key legislators to learn, inform and listen to their concerns.
But all of this is only part of the process. As Uncle Sam says, “We need you!”
DMA needs all of its members to raise their voice in support of their fellow marketers, whether they need to respond to undue criticism, dispel rumors and misinformation, explain responsible practices in all areas of direct marketing.
How can you get involved? So glad you asked. Here are just a few ideas:
This is the best time to stand up for your fellow marketers and the cause of responsible data-driven marketing. The public is looking for trustworthy leaders on data privacy, management, and stewardship. Who better than you? Stand up, and speak out!