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Ashton Court Group Ltd

Ashton Court Group Ltd. Simon Howarth MBCS, CITP. Legal & Ethical Direct Marketing. A Compliance Point of View. Legal & Ethical Direct Marketing. “You may do things within the law, but is it ethical?” “One man’s ethics is another man’s irritation”. Legal & Ethical Direct Marketing.

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Ashton Court Group Ltd

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  1. Ashton Court Group Ltd Simon Howarth MBCS, CITP

  2. Legal & Ethical Direct Marketing A Compliance Point of View

  3. Legal & Ethical Direct Marketing “You may do things within the law, but is it ethical?”“One man’s ethics is another man’s irritation”

  4. Legal & Ethical Direct Marketing Legislation: Data Protection Act 1998 Privacy and Electronic Commerce Regs 20+ Statutory Instruments DMA and CAP Codes of Practice Electronic Commerce Act 2000 ….to name but a few…..

  5. Legal & Ethical Direct Marketing Marketing Media Post - Traditional Phone - Traditional Fax - Traditional E-mail – New, Intrusive, SPAM SMS – Texts – New, Intrusive, SPAM Mobile Phone calls – New, Intrusive Others?

  6. Legal & Ethical Direct Marketing Customers Becoming more aware Becoming more selective about ..marketing. Age groups important to 25ish – generally receptive 26 to 40 – more selective 41 to 55 – hugely selective 56 on – Not keen on anything

  7. Legal & Ethical Direct Marketing Customers How do you ensure you stay within the law remain ethical How do you ensure you Keep your customers/prospects Deal with selective individuals ?

  8. Legal & Ethical Direct Marketing Customers Work smarter Use CRM systems to link with ..“compliance” systems Compliance systems keep you appraised ...of legislation, policy and practice. CRM systems enable you to understand ...and manage your customers more ...effectively.

  9. Legal & Ethical Direct Marketing Ever heard of ‘Partial Consent’? A customer that says “Don’t contact me by phone again?” Can you selectively remove phoning them an option or does your system force you to “loose” them?

  10. Legal & Ethical Direct Marketing Consent The consent of the customer is by far the most valuable marketing “permission” available to the Direct Marketer. It should signify a willingness on the part of the individual to receive information from your company.

  11. Legal & Ethical Direct Marketing Consent Consent has to be collected fairly and lawfully and in line with legislation

  12. Legal & Ethical Direct Marketing Use systems (both technology and personal) A good CRM system coupled with a compliance tool that will keep you abreast of changes that affect your marketing activity will be essential in the future. A CRM system that is capable of collecting consents from customers at individual media level is also imperative.

  13. Legal & Ethical Direct Marketing Ashton Court Group Solutions for CRM Solutions for Corporate Compliance Integration We make your systems talk to each other Consultancy Make sense of rules, laws, restrictions Give you the edge with systems that reduce overheads and allow focused customer/prospect contact by making best use of those rules!

  14. Legal & Ethical Direct Marketing Ashton Court Group This presentation, more information and useful documents: http://www.ashtoncourt.com/directmarketing Click on the link for ‘Direct Marketing’ Or e-mail – simonh@ashtoncourt.com

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