14 Aug 2014 / Articles
Marketing success is predicted by the customer information CMOs use, but how do they collect quality data? A valid concern over privacy and information security makes it hard for marketers to reach intimate customer details and that in turn hinders focus and relevant messaging.
B2B data providers look for personal data in order to provide better services and facilitate better and meaningful communication from brands to their customers, so the natural focus falls on need and relationship understanding according to James Rogers, CMO of Avention, who spoke to DM News recently.
It’s no surprise: when it comes to relationships, trust is key. In marketing too, trust is the answer to appeasing potential privacy concerns. Marketers who win the trust of their customers can also collect the data they need.
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