‘Reinforcing customers’ trust’ is the data and marketing industry’s biggest challenge, according to a new report from the DMA.
The marketing industry body said that 59% of industry respondents cited trust as the key issue they face.
The DMA surveyed more than 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 companies need to become more customer-centric and intelligent with the marketing approach used to engage customers, the body said.
In fact, almost all (94%) marketers agree that ‘Intelligent Marketing’ is an essential part of the data and marketing industry.
“By putting the customer first, brands can not only better understand their needs and wants but also help build sustainable relationships based on trust”, Rachel Aldighieri, MD of the DMA, said.
“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, tech and ethics
Innovation, technology and ethical data use will help organisations deliver more value to consumers – all key components of intelligent marketing.”
Respondents believed that intelligent marketing is a term that also represents both ‘The Future’ (90%) and ‘The Reality’ (65%) of the industry today.
Work still needs to be done to achieve this ambition, the DMA said.