In these harsh times, staying afloat and keeping your privacy/security programs shipshape are not givens. So, the privacy professional needs to be even more part of the conversation about strategy. This is true because many of the new data-driven opportunities in the market are occurring inside a self-regulatory environment that is evolving.
The emotional havoc that can happen when a surviving spouse, parent or family member receives a phone call, e-mail or mail solicitation addressed to someone who has died is understandable—and completely avoidable. Still, it amazes me how too often database managers and marketers fail to be stewards for their brands when it comes to this delicate matter. The damage to brands can be significant, particularly if marketers repeatedly solicit a deceased individual whose family or estate has made an active effort not to have its late loved one be contacted for solicitation purposes.
As technology has evolved, so have consumers’ concerns surrounding the use of their personal data. Not only are they leery of providing information, consumers also are leery of who uses their personalized data and for what purposes. Marketers can ease their customers' concerns by taking precautions, especially surrounding their online marketing efforts. Here are a few tips to think about when creating a personalized URL (PURL) campaign:
People love talking about themselves. Many years ago, I had a client who mailed consumer surveys, which were happily filled out and returned by the zillions. All kinds of questions were asked: on toothpaste, leisure activities, travel, vehicle ownership, hobbies and interests, auto insurance, etc. Much of the information the responders revealed was highly confidential, especially in the area of health.
Warning: Some of what you may read these days is neither for the faint of heart nor for those who fear change. While I urge you to continue reading this column, I also urge you to continue to find new and creative ways to weather the economic storm within which we find ourselves.
Lou Mastria, vice president and chief privacy officer of NextAction, talks to Heather Fletcher on ways to address consumer privacy concerns during DMA 08 in Las Vegas, NV.
During the past few months, a great deal of attention has been paid to the issue of online behavioral advertising (OBA). It’s been driven mostly by large companies in the Internet advertising space and trade associations responding to a set of principles proposed by the Federal Trade Commission late last year and proposed legislation in New York and Connecticut. Most of the responses from trade groups and Internet advertisers to these regulatory/legislative initiatives focus on self-regulatory regimes that are in place to balance the privacy interests of consumers with the business models that make much of the content we enjoy on the Web available
Can there be targeted marketing without accurate information? I say no. From e-mail to direct mail, the need for sound list hygiene practices is not only ever-present, but ever-increasing. Why? For me, it comes down to the belief that a global list hygiene strategy is part and parcel of increasing relevance for the consumer, reducing costs for the marketer and demonstrating corporate responsibility. A win-win-win!
Marketing managers are being forced to consider new ways to protect marketing information. Today, the manager faces internal and external compliance regulations in addition to balancing a budget, making the numbers and managing workloads with less people. If that wasn’t enough, most now are the “owners” of customer databases and e-commerce data they are to protect against criminal assaults. The increasing number of criminal attacks on consumer and employee databases have wrought a high price and much mistrust with regard to individual privacy and trust. One only has to open the papers today to see yet another consumer database has been compromised. Security experts
“Companies with solid brands and value propositions have nothing to fear from opt-in strategies.” This statement—almost a challenge, even—comes from the recently released 14 Step Checklist for Implementing Breakthrough Multichannel and Opt-In Marketing, a whitepaper from Ernan Roman Direct Marketing, a CRM and direct marketing consultancy in Douglas Manor, N.Y. In the report, the consultancy makes the case for implementing an opt-in approach to multichannel communication with prospects and customers to improve response. The result of such meaningful dialogue is a database populated with self-profile data that the marketer can use to develop more accurate messages and offers, delivered via the most welcome channel.