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:
- Participate in national and regional DMA events to educate yourself and your marketing team on responsible marketing practices. You can’t advocate effectively until you understand the issues and how to respond to them. This DMA Advance blog is also another rich source of information and ideas.
- Contact your elected representatives to support or (respectfully) disagree with their positions on legislation that affects your marketing activities. Offer information to inform them and to bolster your position. DMA offers our DMAAction.org website to help you with these conversations.
- Offer to write “op-ed” columns for your local newspaper or news websites in which you explain responsible marketing practices and what your company and others like it are doing to gain and deserve public trust. In addition, write supportive or politely dissenting comments on prominent blog posts that deal with marketing topics, legislation and related topics. Let DMA know of your success, and we’ll celebrate you.
- Speak out. This is no time to be modest!
- Contact the trade publications you read regularly and offer to write a column, blog post or newsletter article explaining your own company’s policies and practices or what you have done to promote responsible marketing practices.
- Offer yourself up as a speaker on these topics at local meetings or industry conferences. You’ve sat in enough sessions yourself. Now, it’s time you took center stage.
- Cross-promote with vendors such as your email or marketing automation providers. These companies are constantly on the lookout for success or how-to stories they can share with their other customers.
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!