Gilbert Hill, CEO of Tapmydata, has been named as the new Chair of the DMA’s Responsible Marketing Committee – the group tasked with helping to shape and define the DMA’s policies on the activities of marketers and what constitutes responsible and ethical practices in the industry.
As his tenure begins, Hill calls for the data and marketing industry to embrace privacy as a differentiator rather than a compliance issue: “Too many organisations still view their obligations as just that; a set of things they have to do. A narrow view of compliance as simply a set of legal obligations undermines the values of accountability, fairness and transparency that underpin these rules.”
In a world of ‘fake news’ and lack of trust in industries or institutions we once held dear, the awareness among the public that something isn’t quite right is growing.
In the past 18 months, astronomical fine notices have been handed out by the Information Commissioner’s Office (ICO) here in the UK to British Airways and Marriot under the GDPR. As the ICO continues to announce the results of these and other cases, the unrest among customers will only increase.
Hill continues: “All organisations can benefit from putting the customer first. Value them, understand their needs and use your insights to offer them enhanced services. Don’t do it because the law says you should, or even because a code of practice advises it, that will only perpetuate the problems. Create a new belief system within your organisation and sustainable future for your business by promoting responsible marketing as a driver for growth. Do it because it’s right. Right for you, your organisation, your industry and, most importantly, your customers.”
Rachel Aldighieri, MD of the DMA, said: “I am delighted to welcome Gilbert as the new Chair of one of our key groups within the DMA. I look forward to working with him over the coming years to continue to address both the challenges we face as an industry and the opportunities to put customers at the heart of everything we do.”
