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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.

If brand trust weren’t low enough, recent news events are likely to make things worse — much worse. We may soon find rock bottom, and it will not be pretty. For marketers, this is a huge challenge — because if there is one thing that drives purchases and loyalty, it is brand trust.

Customer identity and data privacy are at the core of every marketing strategy, driving everything brands are doing — from social media marketing to in-store email collection. The 360-degree customer experience demands it; especially now that data privacy legislation reminiscent of GDPR looms in the U.S. in 2020.

The January marketing calendar in New York has included for the past decade or so a certain can’t-miss event of the Direct Marketing Club of New York. In 60 fly-by minutes, 100-plus advertising and marketing professionals hear a review of the previous year in marketing spend, a media outlook for the current year and macro-economic trends driving both.

The subject of personal finance can be filled with uncertainty. Reaching the level of financial wellness that allows for true independence can be difficult when struggling to break even. Some perspective: according to the St. Louis Federal Reserve, the personal savings rate in the U.S. has drastically declined.

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