Jon Hart

Data Explorer in West Malling, United Kingdom

Jon Hart

Data Explorer in West Malling, United Kingdom

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If you want to learn about human nature, there’s no better industry than Direct Marketing. For nearly twenty years, I've been working with consumer and business data and have learnt much about human nature, from both customer and supplier perspective. As consumers, we have been getting increasingly frustrated at the amount of data that organisations collect about us and just how they use it. Yet every day, we share significant amounts of personal information on social media platforms, without a second thought. I believe that most don’t care what organisations know about us, until it’s used against us. The reason we react badly to targeted marketing, has more to do with how the advertiser got our information and the fear of what else they might know. Social media provides the opportunity for advertisers and customers to truly interact, which increases the advertiser's accountabilty and reduces the chances of any misunderstanding. Organisations that engage in an open an honest dialogue will reap the rewards, whilst those that continue to tiptoe along the fine lines of data protection legislation, will eventually perish. Vive la révolution!

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