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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.

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.

The higher on the corporate totem pole the executive who leaped to a premature conclusion of email’s demise, the less likely he or she is to have the time and patience to carefully drill down into the data.

Facebook Ads are essential to the marketing mix for many organizations now, so knowing if the social network will need to follow new data guidelines as the result of a recent $5 billion fine from the FTC is required reading. The quick answer appears to be “not yet,” but third-party oversight may be coming.

We in the marketing and public relations business talk a lot about brand trust. Do we walk it? With trust, simply put, you have a chance to succeed with prospects and customers. Without it, well, you do the math.

Gardening is one of the most popular hobbies in the United States. As an avid gardener, both indoors and out, I’m always searching for how to improve how my garden grows. As a search consultant, I am always looking for how to improve a site’s organic search performance.

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