Consumer concerns: The opportunity for direct marketing? or How a shared responsibility on consent and data maintenance,
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Opinion Piece 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 Chipperfield Received: 14 August 2007
Keywords: direct marketing, data ownership, social responsibility, consumers, security
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. Journal of Direct, Data and Digital Marketing Practice (2007) 9, 117–121. doi:10.1057/palgrave.dddmp.4350087
Introduction Companies that use Direct Marketing and Data users need to think carefully about the relationship they have with data, where it comes from, how they get it, how they use it. They need to think more about the Consumer perspective generally, but also about Security and about Social Responsibility. In this brief opinion piece, I want to explore the following areas. 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
— Are we seeing changes in the Value Exchange that occurs between the corporate data owner (client company or commercial data owner) and the end customer, that providing personal data is part of? Is there a new Tipping Point between Privacy and concern over Security and the Desire for great Customer Experience? — What are consumers prepared to trade for better service, better price or value or the opportunity to save time, in order to be part of
© 2 0 0 7 PA LG R AV E MAC MILLAN LTD 1746- 0166 $30.00 VO L.9 NO.2 PP 117– 121.
Journal of Direct, Data and Digital Marketing Practice
www.palgrave-journals.com/dddmp
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Chipperfield a particular community or customer set? And should they even expect financial reward for providing information about themselves — lifestyle companies and suppression companies paying in to their personal accounts for data used? — I like this idea personally! — Can they have it all? Can a consumer demand control over their data and have these things or will the separation between data owners or the businesses providing their services and products and the end customer continue much as it does now? Data paradoxes
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There is an undisputable trend in what could be termed ‘data usage awareness’ and willingness to act among consumers. This is demonstrated in the exponential take-up of the TPS in recent years, growing volumes of data-related complaints to the ICO and other agencies and direct to companies, such as complaints about misapplied preferences and incorrect details, together with continued media scaremongering. At least in part this reflects a reality of genuine concern about information proliferat
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