Alan Mitchell, in his article “The tables are turning for DM”(MW last week) is right that the DM industry must brace itself for the evolution of permission-based contact.
I’m looking forward to a time when consumers selectively release their personal and transactional data. I believe trusted intermediaries will act as virtual procurement managers (think Kelkoo on speed) who provide consumer data in return for added value, an enhanced experience, or just plain old cheaper.
The question is, which brands will be worthy of such trust?
Hicklin Slade & Partners