DMA Acting CEO Linda Woolley’s announcement of the Data Driven Marketing Initiative at yesterday’s keynote was picked up by dozens of news outlets and recognized as a very positive rallying cry for the industry.
Here are just a few of the industry articles:
DIRECT MARKETERS FIGHT PRIVACY CONCERNS IN WASHINGTON. Direct marketers are planning a broad campaign to defend their multibillion-dollar business against attacks by privacy advocates and others in Washington that propose to restrict data mining both online and offline. The campaign, called the Data-Driven Marketing Institute, was announced yesterday during the Direct Marketing Association’s opening keynote address at its annual conference in Las Vegas. A million dollars or more will be devoted to the effort, which will include advocacy tactics, consumer education and research to “set the record straight and correct the mischaracterizations of what marketers do, whether online or offline,” said Linda Woolley, acting CEO and president of the DMA, during a press conference. The industry’s growth could be chilled if the government adopts what Woolley called “needless regulation or enforcement.” “There seems to be a lot of fear mongering that is inaccurate,” said Woolley. “I defy you to show me what harms have come from direct marketing. People would be marching on Congress if there was.” One of the first things the campaign has done is post a video showing how consumers expect, want and benefit from their personal information being used to target them with marketing messages. “We wanted the video to show the ways consumers are delighted by the use of their personal information day in and day out. It’s something they expect and want. It’s ingrained in their lives,” said Woolley, who expects the research the group plans to conduct will show consumers are happy with targeted marketing and “know exactly what the tradeoffs are.” Woolley acknowledged that privacy is a legitimate concern but dismissed the inference that companies would replicate the infamous Target example of marketing to a teenaged pregnant girl. “If you’ve got a brand to protect, you don’t want to be in that creepy zone,” she said. “When a marketer crosses the line, it sends a message to the rest of the community, and the marketplace corrects for that instantly. It’s self-correcting.”
-Stephanie Miller, VP, Member Relations, The DMA