Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Nuts & Bolts - Eye on Privacy : Looking Back at 2012 to Survive 2013

March 2013 By Gwenn Freeman
Get the Flash Player to see this rotator.
 

If you tried to follow privacy issues affecting direct marketing in 2012, you were looking everywhere. While there was no single major impact from legislation, there was agreement among the Federal Trade Commission (FTC), the White House and the Department of Commerce on the direction self-regulatory codes or legislation should take.

Privacy activity demanded our attention locally, nationally and globally. New controls came not just from new regulations, but changes and clarifications to existing regulations. Direct marketers were the focus of investigations from bipartisan congressional caucuses, the FTC and major media outlets.

Considering the rapid pace of change in technology and how quickly marketers are being asked to adapt to those changes, this diverse landscape of privacy controls and influencers is probably the new normal. It will require marketers to be more vigilant than ever to our practices and how we are perceived as an industry.

Privacy got off to a quick start in 2012 when, in February, the White House released its proposed "Consumer Privacy Bill of Rights." The FTC followed with its final commission report on "Protecting Consumer Privacy in an Era of Rapid Change." While neither was introduced as legislation, there is significant common ground and they provide a framework for legislators or industry groups to build upon.

In the spring, focus shifted to the European Union where the cookie law went into effect, though businesses are still trying to figure out how to comply. By the end of the year, there was a flurry of activity that included guidance on de-identification of PHI under HIPAA, changes to the Video Privacy Protection Act, enforcement of the Online Privacy Protection Act in California and dramatic expansions to the Children's Online Privacy Protection Act.

What can the activity in 2012 tell marketers about what to expect in 2013? I don't have a crystal ball, but here are some things that I'm watching.

• Mobile App Privacy: With California's enforcement of the Online Privacy Protection Act, app developers should already be posting privacy policies about how data is collected and used on websites and through their apps. The penalties for non-compliance are high. The FTC is looking at similar issues, and released new recommendations in a February staff report, "Mobile Privacy Disclosures: Building Trust Through Transparency."

 

SPONSORED CONTENT

MORE ON DATABASE & CRM >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: