Heather Fletcher is senior content editor with Target Marketing.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Consumers entrust organizations with their PII under the assumption it will be respected and protected. However, the protection of consumer PII goes far beyond privacy compliance to trust. Any organization that does not ask how it can continually earn the trust of its consumers is tempting fate.

Marketing is in the midst of a digital revolution that’s bringing countless new technologies that all impact marketing in their own unique way. For instance in mobile marketing, there’s the popularity of shopping on smartphones affecting the purchasing funnel from ad to cart, and the rise of digital assistants that have made voice search SEO a new part of digital strategies.

Pharmacist Chris Maguire details a typical day as a marketing manager for a medical technology company. “I am the marketing manager for Becton Dickinson (BD) U.K. and Ireland, mainly for the diabetes care business," he says.

Lester Wunderman, who passed away at 98 last week, was a quiet giant among visionary innovators. And if the marketing universe looks almost totally different today than it did in the “Mad Men” age of the 1960s, Lester deserves the lion’s share of the credit.

Into every marketer's life, a brand nightmare must come. It starts with an old tale about a PR executive explaining to a client that the client has to make some more public and press appearances to get more exposure. “If I had any more exposure,” says the frustrated client, “I’d be arrested for indecency.”

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