Get in Touch

Senior marketers believe trust is the biggest challenge facing the data and marketing industry

by on January 17, 2020 in Business, Digital Marketing, featured item, Latest News, Lead Article, Lead story, News you can use, Nuggets, Research

Senior marketers believe trust is the biggest challenge facing the data and marketing industry

‘Reinforcing customers’ (59%) trust’ is the data and marketing industry’s biggest challenge, according to a survey completed by over 230 senior marketing professionals across the UK who judged the DMA Awards 2019.

‘Understanding customer wants & needs’ (52%) was also seen as a key issue, along with ‘Measuring ROI’ (48%) and ‘Adapting to data privacy regulations’ (45%).

The DMA’s latest infographics reveal a view of data today as focused on privacy & new laws like the GDPR (38%), but there is a need to shift to be more customer-centric and intelligent with the marketing approach used to engage customers.

In fact, almost all (94%) marketers agree that ‘Intelligent Marketing’ is an essential part of the data and marketing industry.

More articles about the DMA >>>>>

Rachel Aldighieri, MD of the DMA, said: “By putting the customer first, brands can not only better understand their needs and wants but also help build sustainable relationships based on trust.

A data-driven economy cannot operate without trust, it’s a critical tenet of the value exchange where customers choose to exchange their data in return for a more personalised, enhanced experience. Innovation, technology and ethical data use will help organisations deliver more value to their consumers – all key components of intelligent marketing.”

Respondents of the survey believe that intelligent marketing is a term that also represents both ‘The Future’ (90%) and to some extent ‘The Reality’ (65%) of the industry today, highlighting there is still some work to be done to achieve this ambition.

……………………………………………………………….

Print article