DMA reveals its blueprint for responsible marketing

DM disciplines 3The DMA is attempting to grab the higher ground against the rise of unscrupulous marketing techniques by setting up a committee dedicated to creating a sustainable future for the industry by promoting responsible marketing as a driver for business growth.
While some may question the need for such an initiative – after all, DMA members are already supposed to be responsible as it is – the committee is tasked with identifying both the risks and opportunities, in an ever-changing sector landscape, to provide thought leadership and direction to the marketers.
One of the key responsibilities of the new Responsible Marketing committee is to be the custodians of the DMA Code, which sets out the four key principles of responsible marketing and the value exchange between a business and its customers.
It will ensure that the Code remains fit for purpose to protect the long-term health of the marketing industry amidst changing customer views and societal expectations around each of these four core principles.
Skip Fidura, chairman of the committee and client services director at dotmailer said: “In an ever-changing marketing landscape, it is more important than ever that we are able to identify the areas where marketing practice may be at odds with societal norms and expectations.
“This new committee takes Responsible Marketing as not just a name, but as the core of everything we do. Whether it is identifying potential risks, offering guidance or setting policy, we will work with the DMA group, regulators and the industry as a whole to establish the DMA’s position on the responsibilities of marketers and define what constitutes responsible behaviour.”
Other members of the committee include managing director at Bowan Arrow Andy Grant, chair of the Direct Marketing Commission George Kidd, head of Innovation at Future Foundation Josh McBain, partner at Osborne Clarke Nick Johnson, as well as the DMA’s head of preference services, compliance and legal John Mitchison and MD Rachel Aldighieri.
Aldighieri added: “The different ways that customers can interact with a brand have grown exponentially over the last decade, with a wealth of new technologies creating even more data on each of these points of contact too. The DMA is committed to helping companies put their customers’ at the heart of everything they do, in order that your business can prosperously grow to be enjoyed, prized and ultimately sustained by your market. That’s why we created the Responsible Marketing Committee, to promote this evolution of the one-to-one marketing industry and show businesses what constitutes responsible behaviour.”
The committee will also collaborate with the IDM to ensure responsible marketing is the foundation of all relevant course curricula and will be the focus of managing the DMA relationship with the Direct Marketing Commission and working together on the evolution of the Code to ensure it is robust and enforceable.
The committee will also take on the responsibilities of the Governance Committee, which was disbanded earlier in the year.

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