Welcome back to the DMA Advance blog series, The Plain Facts. This Q&A series aims to highlight the value of data-driven marketing to consumers and brands. If you have an idea for a question, or would like to be featured, please contact the editor.
Q: How do marketers address consumer concerns that there is “just too much data floating around out there”?
A: Bring it down to size. Put the practices of data-driven marketers into perspective.
Some points to focus on:
The issue for data-driven marketers is not the amount of data “elements” in the vast worldwide data universe, but rather, how they use just one aspect of that universe – consumer marketing data – to responsibly address consumer preferences.
The goal, and the focus, of every data-driven marketer, is simply to use data to present consumers with the products or services they most want, when they want them. It’s pretty simple: marketing communications must stay relevant for today’s demanding customers.
Let’s demystify the process a bit more:
…And that’s as far as it goes. Marketing data is public data – not sensitive personal data.
Don’t forget to tell consumers you are a DMA member!
DMA member marketers are trustworthy data stewards who hold themselves to DMA’s high standards of protecting consumer data. After all, it’s in their best interests – and yours — to do so.