By: Kathrin Hanke
Dennis Dayman is the Chief Privacy and Security Officer at Return Path, a global Data Solutions Provider that helps the world’s leading companies promote and protect their brands. By offering a unique and proprietary data platform, SaaS products and professional services, Return Path helps their customers generate more revenue and engagement from their marketing campaigns, protect their brand and customers from fraud, and help their customers to better understand their competitors’ strategies and performance. Their cooperative network not only shares reputation data with leading anti-spam filters and email security specialists, but it also shares more than 70 of the world’s biggest mailbox providers, representing more than 2.5 billion mailboxes- approximately 70% of the worldwide total.
Dennis Dayman has more than 20 years of experience in combating spam, security/privacy issues, data governance issues, ISP relations, technical solutions and improving email delivery trough industry policy. Leveraging his experience and key relationships, he is providing best practices to Return Path and its customers and ensures the compliance of their communications data flow.
Being super excited about having Dennis as one of the speakers at the Midwest Digital Marketing Conference on April 21st, we asked him for his opinion on the future of digital marketing- check out takeaways below!
#1: The digital “word of the year” for 2016 is LOCATION!
In 2016, privacy and ensuring 100% data storage control, is to be the new selling point for cloud based platforms. Dennis says that “it used to be more about email unsubscribe processes and CRM integration to update the customer record, but today it’s about the location of that customer record being processed.”
#2: The Web is NOT dying!
“Without web, we have no place for our content.” Dennis points out that Twitter allows to use 140 characters per tweet. Even if Twitter is to increase that limit to 10.000, it would still not be enough to get one’s content across to the buyer. Tracking customer needs and desires in social is still a challenge when using marketing automation platforms. Having the customer pulled in to the content and eventually having them convert to the web, is what really shows customer interests as well as habits that in turn will help to personalize marketing.
#3: Wearable tech isn’t as great as you think- at least for now!
“Right now, if you don’t have your phone, most wearables don’t work.” And in addition to that it’s hard to get through half a day because their battery is dying fast. Dennis also explains that in the near future, wearables won’t become a marketing platform. He wonders if they would get too many notifications concerning marketing and advertising, if they would still wear them frequently or tend to leave it at home.
Don’t miss out on his discussion in April and register for the Midwest Digital Marketing Conference
Follow Dennis Dayman: @ddayman Follow Return Path: @returnpath
A blog created by UMSL Marketing B.A. and MBA students.
