Merkle (www.merkleinc.com), a leading technology enabled, data driven customer relationship marketing (CRM) firm and the nation’s largest privately held agency, announces that it will host a webinar to demonstrate how the uniqueness of an individual can be defined today within the context of today’s regulatory environment. The webinar, titled Consumer Privacy in a Directly Connected World, will take place Wednesday, June 25 at 2:00 p.m. ET and will feature Bennie Smith, chief privacy officer, Merkle and Matt Mobley, chief marketing technology officer, Merkle.
Marketers have an unprecedented ability to speak directly with specific consumers across addressable channels and media, enabling their messages to become more relevant and their efforts more financially efficient. However, this level of direct contact can raise consumer privacy questions. The webinar will discuss how these connections are made and how marketers should approach consumer privacy. Attendees will learn:
- How we connect consumer identities across offline and online media and channels
- What impacts the current regulatory environment should have on how marketers think about consumer privacy in a digitally connected world
- How the context in which we use the associated identities can influence consumer privacy considerations
- Why your chief privacy officer should be sitting at the table in your marketing organization
“With the proliferation of addressable touchpoints, our ability to detect and capture digital behaviors has exploded. If you couple this explosion with the wide array of digital and non-digital channels and media, you arrive at the first major hurdle for marketing organizations,” said Mobley. “Identity Management has become increasingly more complex with the rise of digital media and channels and has become more polarizing for marketers and privacy advocates. The reality is that consumers expect us to recognize their loyalty, but not invade their privacy – which requires a delicate balance of marketing skills.”