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Sellers’ biggest responsibility is to protect consumers from identity theft, according to Direct Marketing Association president/CEO John Greco’s May 25 address to leading list brokers and managers during the DMA List & Database Council luncheon, writes DM News. In addition to maintaining data security, the DM industry faces other challenges, including safeguarding consumer trust, preserving good customer relationships and coping with fluctuating postal rates and regulations, Greco said.
To ensure consumers’ protection, marketers must distinguish identity-specific data from marketing data that’s based on a person’s shopping habits, according to Greco. “It is critical to build awareness that marketing data can’t be used to steal identity,” he said. “So as we hammer that message home to Capitol Hill, direct marketers must be even more responsible than ever in handling marketing data. We can’t afford to become a poster child for data security.”
Also, Greco said that direct marketing buyers have power over sellers, as consumers can easily shun marketing messages. “Breaking through these empowered buyers is critical, and getting what I call an information dialogue going with them is the key to success,” Greco added. “Accurate, timely information that’s relevant to a subject that’s on someone’s mind right now - even among all the distractions of this multichannel universe - is the key to breaking through with even the most elusive target.”
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
