He has urged all marketers and brands to ensure the accountability of all of their digital channels and to realise the importance of identity management.
"Accountability and identity management are the ways that you solve deliverability issues and get marketing messages into consumer's inboxes," Isaacson, who is speaking at Revolution's Integrated Brand Building conference on March 18, said.
Marketers need to realise that all of their digital channels should be accountable and that the brand itself is accountable for all of them. "You would be amazed at how little this is done, from domain-name registry to who the website is hosted with to who is in control of all of your data."
Isaacson says that ISPs can not differentiate legitimate emails from spammers and "phishing" email scams unless they are given reason to.
He is particularly keen to highlight the concern surrounding phishing, which is when email and falsely branded web pages are used for identity theft. If unchecked, the growth of phishing could "threaten pretty much all e-commerce activity", Isaacson said.
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