When coordinating a consumer marketing campaign, it also is critical to understand the unique regulatory environment surrounding each marketing channel, particularly in the constantly evolving online space. Marketers should be very aware of industry self-regulatory guidelines around data privacy and consumer notice and choice when developing the marketing program. Restrictions on the type of data that can be collected, how that data can be used or the level of permission needed from consumers vary across channels.
For example, email and mobile are both permission-based channels that require marketers to consider opt-in and opt-out requirements. Additionally, while consumers are easier to reach online, marketers should be sensitive to the perception of a “big brother” feeling that can accompany reaching consumers through personalized online channels and take steps to reduce the risk of alienating their customer base.
As channel preferences and marketing budgets shift from print, direct mail and broadcast to email, search, mobile and display, the most savvy and successful marketers will be those who understand what consumers want and can effectively navigate the complicated landscape of changing consumer preferences and expectations.