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agency:2 - Are you flying blind to changes in cookie laws?

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agency:2 article exploring the 4 things your business needs to do to comply with the EU ePrivacy Directive which have set out changes in cookie and privacy legislation. ...

agency:2 article exploring the 4 things your business needs to do to comply with the EU ePrivacy Directive which have set out changes in cookie and privacy legislation.

It's a complex subject. Where do you start? How can you abide by the new laws without too much disruption to your marketing activity? Here are our top four recommendations.

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    agency:2 - Are you flying blind to changes in cookie laws? agency:2 - Are you flying blind to changes in cookie laws? Document Transcript

    • Are you flying blind to changes in cookie laws?The 4 things your business needs to do to comply with the May 25th change incookie and privacy legislation.As pointed out in my previous article How the change in cookies law will affect your business, UKbusinesses need to act now to comply with the new changes in privacy laws. But where do youstart? How can you abide by the new laws without too much disruption to your marketing activity?Here are our top four recommendations.1. TransparencyBusinesses using cookies must be completely transparent in how they collect, store and use data.Make sure your privacy policy is up to date and that youve provided information on how to rejector delete cookies. By making it clear youre using them, what they are being used for you and howusers can control them, youll educate people about how they are essential for personalisation.2. ResponsibilityData must be used responsibly. There has been very little misuse of cookies by B2C and B2Bcompanies and this must continue.Businesses must be aware of all cookies utilised within their website - the legislation includes bothyour own cookies as well as cookies set by a third party. So remember, you are responsiblefor all cookies on the site and ensuring they comply with the legislation.3. IntelligenceThere needs to be innovation within the industry. Businesses need to become smarter in their use ofcookies as well as developing new uses for them.Retargeting - display advertising which incorporates user intent - is the hot topic within the industryat the moment. It means ads can serve reminders to users as they move on to other sites by using atracking code which has saved the details. Its been seen as a game changer by many.4. Social MediaThere are other examples, perhaps through behavioural advertising for mobiles or cookies whichform part of social media tagging. The mix of these tags and cookies would provide a uniquelypersonalised insight into consumer behaviour.Due to the amount of time people spend on sites like Facebook and Twitter, social media will provevital to those in the industry. With their ability to understand and classify the information a personMay 2011 www.agency2.co.uk 0207 775 5608
    • posts on the social networking sites, such as their name, gender, date of birth, their photograph andother personal information, marketers will be desperate to utilise social media to really understandconsumers.Cookies’ fortune?The impending law changes have provoked much debate within the industry about how to deal withthem. It is a complex topic and one that will be difficult to enforce, whatever the outcome.Its clear that the challenges posed require the industry to come together to develop a robust andworkable solution to deal with the new legislation. The Privacy Icon is a step in the right directionand shows that self-regulation can work. It has been developed by a broad coalition of advertising,marketing and online businesses, including Internet Advertising Bureau (IAB) Europe, the WorldFederation of Advertisers, the European Advertising Standards Alliance, the Direct MarketingAssociation and the Incorporated Society for British Advertisers (ISBA).It must also be remembered that when used responsibly and effectively, cookies are an invaluableway of enhancing the user experience and customer satisfaction, as well as providing marketers witha vital tool to improve conversion rates. The ultimate solution will safeguard these benefits for bothparties.May 2011 www.agency2.co.uk 0207 775 5608