Some marketers took advantage of the previous, more lenient policies surrounding the mobile channel—simply because they could, says Alan Chapell. Now that the Federal Trade Commission is taking a closer look at consumer privacy, it's time for marketers to mend their ways in the mobile channel, says the president of Chapell & Associates, a privacy and interactive strategy consulting firm in New York City.
By Hallie Mummert Target Marketing talks to industry experts about the trends that are shaping the way direct marketers do business. If it feels as if the floor is moving beneath your feet these days, it's not just your nervous knees knocking together as you map out your direct marketing program's path. Major changes in culture, technology and process are occurring that will radically alter today's business model, pushing direct marketing in new directions, too. This business revolution is both information- and customer-driven and, if direct marketers don't catch up with these trends, it could be government-driven. Of the eight industry experts interviewed for