DMA Makes Statement in Response to State of the Union
From the Direct Marketing Association press release:
Following President Obama’s State of the Union address last night, the Direct Marketing Association (DMA) issued the following statement from Christopher Oswald, VP of Advocacy:
In the lead up to tonight’s address, the White House adeptly utilized state-of-the-art marketing techniques and technologies to preview President Obama’s message to the nation. This use of technology was the perfect example of marketing advancements, and we applaud the President’s embrace of the best practices and innovations that the data-driven marketing industry advances every day to benefit consumers and grow our nation’s economy.
Tonight’s address confirmed the vital importance of our industry to the national economy and our leadership in data-driven marketing here at home and around the globe. America leads the world in data-driven marketing innovation, according to a soon-to-be-released DMA study titled “The Value of Data,” and DMA is committed to ensuring this global leadership continues.
And yet, the marketing innovations that significantly drive both U. S. economic and jobs growth touted by the President tonight are at risk. The current U.S. policy environment falls short of providing such federal solutions as:
- A national data breach notification standard to replace the current vexing patchwork of 47 state laws;
- The re-establishment of the EU-U.S. Safe Harbor program, which facilitates the free flow of marketing data between Europe and the United States; and,
- Reform of the outdated Electronic Communications Privacy Act (ECPA).
Against the backdrop of President Obama’s State of the Union Address, the following realities emerged:
Data-Driven Marketing’s Role in the “Internet of Everything Economy” is Surging
As the President highlighted job growth in recent years, the data-driven marketing ecosystem can claim its role in accelerating that growth. Between 2012 and 2014, jobs in the data-driven marketing industry grew by nearly 50 percent. The data-driven marketing industry is uniquely positioned to encourage jobs and sales growth across all industry sectors. All companies — whether large or small, mature or just starting up — benefit from today’s advanced, data-driven marketing environment. Dramatic advances in marketing technology now enable marketers to better serve the interests and needs of their consumers by responsibly transforming data into meaningful insight. Additionally, the expanding data-driven marketing ecosystem is creating new jobs every day.