Have you noticed that consumer notices are suddenly sexy?
It may well be a reasonably inescapable conclusion given the amount of guidance marketers received at the end of 2007 and will continue to receive in 2008.
The fact is the Direct Marketing Association issued its Commitment to Consumer Choice program, with a new notice provision for each solicitation. Further, the Internet Advertising Bureau is working on its own best practices document for disclosures. Even the Federal Trade Commission held a town hall meeting on behavioral advertising, focusing much of the discussion on notice to consumers.
That’s an awful lot of attention for something that is sometimes relegated to the legal department. Marketers take heed, because these notices are the foundation to your ability to achieve a prosperous multichannel future!
Marketers would do well to be sure they have meaningful, multichannel-enabled notices for their firms and brands that provide greater transparency than ever before. And, make certain the notices capture all of the new businesses and partnerships that may have been struck since the last time notices received this much attention.
In my day job, far away from the hot spotlights of Washington, D.C., DMA and IAB, I see how marketers struggle with optimizing across new channels and media. How they seek advice on updating old policies that were developed in the late ‘90s when the word multichannel was not yet even a gleam in the eye of marketers. Many of their business models have evolved, and they need their policies to be brought up to date.
Adding to the “buzz” about notices is the fact that new entrants are coming to the remote commerce party. Brand advertisers are adopting multichannel strategies.
Whether these are marketers trying direct techniques, small start-ups leveraging the power of inexpensive and broad-reaching interactive channels, or, for that matter, new employees at “traditional” direct marketing organizations, the need for developing meaningful consumer notices is steadily growing.