Opinion Piece
Journal of Direct, Data and Digital Marketing Practice (2007) 9, 117–121. doi:10.1057/palgrave.dddmp.4350087
Consumer concerns: The opportunity for direct marketing? or How a shared responsibility on consent and data maintenance, the environment, and data security could provide the renaissance for direct communications
Mark Chipperfield1
Correspondence: Mark Chipperfield, Head of Data Management BBC TV Licensing MC5 A3 Media Centre, Media Village, 201 Wood Lane, London, W12 7TQ, UK. Tel: +44 020 8008 2461; E-mail: Mark.Chipperfield@bbc.co.uk
1is a Chartered Marketer, FCIM, FIDM, DMA Data Council, IDM Data Council, and Head of Data Management at BBC TV Licensing.
Received 14 August 2007.
Abstract
This opinion piece explores the relationship between consumers, their data and the Direct Marketing Industry. The author looks at how the balance of data ownership and management may shift toward the consumer in the battle for trust, and in relation to both environmental responsibility and fending off of further industry legislation.
Keywords:
direct marketing, data ownership, social responsibility, consumers, security
