The document discusses best practices for privacy and data protection in direct marketing. It outlines the legal basis for data protection laws in Europe and provides guidelines on how to ensure direct marketing complies with these laws. The key rules are to obtain consent from recipients to receive marketing, include opt-out options, and only use data for its intended specific purpose and timeframe. Following these practices helps avoid legal issues and ensures successful yet privacy-compliant direct marketing.
How People Care about their Personal Datatheir Data Released onReleased on So...Kellyton Brito
Content sharing services have become immensely popular on the Web. More than 1 billion people use this kind of services to communicate with friends and exchange all sorts of information. In this new context, privacy guarantees are essential: guarantees about the potential release of data to unintended recipients and the use of user data by the service provider. Although the general public is concerned about privacy questions related to unintended audiences, data usage by service providers is still misunderstood. In order to further explore this level of misunderstanding, this work presents the results of a survey conducted among 900 people with the aim of discovering how people care about the use of their personal data by service providers in terms of social media. From the results, we found that: (i) in general people do not read license terms and do not know very much about service policies, and when presented with these policies people do not agree with them; (ii) a good number of people would support alternative models such as paying for privacy or selling their personal data; and (iii) there are some differences between generations in relation to how they care about their data.
Channels Of The Future Presentation May 6,2009CMR.bz
Computer Market Research is pleased to provide educational information regarding Web2.0 to our customers and other members of the channel.
Purchase decisions are increasingly influenced by social networks, blogs, forums, YouTube, and on-line communities. Channel Marketers have a tremendous opportunity to inspire their partners to stay ahead of the customer buying curve. This is not an ROI question or question of business process effectiveness. This is a question of keeping or losing reseller and customer relationships!
How People Care about their Personal Datatheir Data Released onReleased on So...Kellyton Brito
Content sharing services have become immensely popular on the Web. More than 1 billion people use this kind of services to communicate with friends and exchange all sorts of information. In this new context, privacy guarantees are essential: guarantees about the potential release of data to unintended recipients and the use of user data by the service provider. Although the general public is concerned about privacy questions related to unintended audiences, data usage by service providers is still misunderstood. In order to further explore this level of misunderstanding, this work presents the results of a survey conducted among 900 people with the aim of discovering how people care about the use of their personal data by service providers in terms of social media. From the results, we found that: (i) in general people do not read license terms and do not know very much about service policies, and when presented with these policies people do not agree with them; (ii) a good number of people would support alternative models such as paying for privacy or selling their personal data; and (iii) there are some differences between generations in relation to how they care about their data.
Channels Of The Future Presentation May 6,2009CMR.bz
Computer Market Research is pleased to provide educational information regarding Web2.0 to our customers and other members of the channel.
Purchase decisions are increasingly influenced by social networks, blogs, forums, YouTube, and on-line communities. Channel Marketers have a tremendous opportunity to inspire their partners to stay ahead of the customer buying curve. This is not an ROI question or question of business process effectiveness. This is a question of keeping or losing reseller and customer relationships!
Privacy and Data Security | Data Collection | Social Mediadevbhargav1
In the digital age, where social media platforms have become integral to businesses' marketing strategies, collecting and utilizing customer data is the norm. This data provides valuable insights for targeting and personalizing content, improving customer experiences, and making informed business decisions. However, the collection and use of customer data on social media come with significant privacy and data security considerations. In this comprehensive guide, we'll explore the intricacies of managing customer data on social media while safeguarding privacy and data security.
In an 'always on' world where channel-surfing B2B customers demand real-time responses - no matter where they are - what is the optimal role of social media marketing? Roxane Divol, a partner and leader of McKinsey's Marketing & Sales Practice, addressed this question at the ITSMA Marketing Leadership Forum and demystified the emerging role of marketing as a driver of social technologies. She also discussed the tactics and strategies B2B marketers should use to access the touchpoints and datastreams that reinforce the social consumer decision journey. This presentation provides insights into how, when, and where social media influences and uniquely engages customers, as well as current best practices for developing, launching, and demonstrating the financial impact of social media campaigns. More: http://mckinseyonmarketingandsales.com/topics/b-to-b
During his time at FinTech giant (FIS), Colin Day was responsible for the GDPR readiness programme across the firm’s demand generation and marketing activities. This presentation looks at that journey. We will review the State of the law, providing a brief synopsis of what we all know. We will consider the power of the GDPR and how it has the potential to drive the next wave of the Martech evolution. We will examine the route to compliance and the impacts on engagement.
Airbnb is a peer-to-peer online marketplace and homestay network enabling people to list or rent short-term lodging in residential properties, with the cost of such accommodation set by the property owner. In the report, Airbnb’s marketing techniques, i.e., social media, content and inbound marketing are shown with their creativity in marketing which helped them in growing and getting and reaching maximum hosts and travelers.
AMA_Corporate Attitudes and Adoption Trends of Multi-Channel and Omni-Channel...Scott Valentine, MBA, CSPO
Recognizing the need for insights into multi-channel use and OCM adoption,
Platt Retail Institute (PRI), in cooperation with the American Marketing
Association (AMA), and with the generous support of hybris software, decided
to undertake a survey of a portion of the AMA audience in January 2013. In
general, the purpose for conducting this research was:
1. To understand current and future marketing channel usage. As most
firms use various methods to reach their customers, we desire to gain
insights into current and future utilization, budget allocation, and
perceived channel ROI.
2. As organizations are being driven to adopt a more integrated marketing
approach, we desire to learn whether OCM strategies are being
implemented, or if there are plans to implement them within the next
three years. Underlying factors that are driving these plans, as well as
budgets allocated to implement these programs, were also considered.
The study also identifies the most significant business challenges faced
when implementing an OCM strategy, as well as who is primarily
responsible for making the decision to implement an OCM solution.
As the fourth industrial revolution unfolds, organisations are having to re-skill and adopt new strategies for sales, marketing and HR success.
Many boards are still evolving into Social Businesses - organisations which adopt social media for effective HR, customer service and sales, as well as a channel for marketing. But further game changers are on the horizon, one being Artificial Intelligence.
These slides are highlights of the many public and private talks and presentations I deliver.
Connect with me on LinkedIn or Twitter - @katieeking
IAB Europe Report: Using Data Effectively in Programmatic V2.0 (GDPR Update)Romain Fonnier
The IAB Europe Using Data Effectively in Programmatic White Paper (first published in November 2016) has been updated to reflect the changing nature of the European data landscape. This updated version includes revised content with an additional section covering GDPR considerations and new case studies.
Ben Geach (Global Product Strategy Director at Oracle Data Cloud) led the white paper update with input from Thomas Park (Senior Product Director, Advertising Products at Adform) and Chris Hartsuiker (Manager, Privacy and Public Policy at IAB Europe).
The V 2.0 white paper addresses:
The types of data available, the benefits and challenges of each data type and key legal and privacy considerations
How to build an audience with the available data
Key considerations for using data effectively
Data in a cross-device environment and the opportunities and challenges
GDPR considerations for using data in advertising
A summary of the opportunities & challenges that lay ahead in the new data-fuelled marketing ecosystem; including the 5 key questions to ask your data tech vendor.
Privacy and Data Security | Data Collection | Social Mediadevbhargav1
In the digital age, where social media platforms have become integral to businesses' marketing strategies, collecting and utilizing customer data is the norm. This data provides valuable insights for targeting and personalizing content, improving customer experiences, and making informed business decisions. However, the collection and use of customer data on social media come with significant privacy and data security considerations. In this comprehensive guide, we'll explore the intricacies of managing customer data on social media while safeguarding privacy and data security.
In an 'always on' world where channel-surfing B2B customers demand real-time responses - no matter where they are - what is the optimal role of social media marketing? Roxane Divol, a partner and leader of McKinsey's Marketing & Sales Practice, addressed this question at the ITSMA Marketing Leadership Forum and demystified the emerging role of marketing as a driver of social technologies. She also discussed the tactics and strategies B2B marketers should use to access the touchpoints and datastreams that reinforce the social consumer decision journey. This presentation provides insights into how, when, and where social media influences and uniquely engages customers, as well as current best practices for developing, launching, and demonstrating the financial impact of social media campaigns. More: http://mckinseyonmarketingandsales.com/topics/b-to-b
During his time at FinTech giant (FIS), Colin Day was responsible for the GDPR readiness programme across the firm’s demand generation and marketing activities. This presentation looks at that journey. We will review the State of the law, providing a brief synopsis of what we all know. We will consider the power of the GDPR and how it has the potential to drive the next wave of the Martech evolution. We will examine the route to compliance and the impacts on engagement.
Airbnb is a peer-to-peer online marketplace and homestay network enabling people to list or rent short-term lodging in residential properties, with the cost of such accommodation set by the property owner. In the report, Airbnb’s marketing techniques, i.e., social media, content and inbound marketing are shown with their creativity in marketing which helped them in growing and getting and reaching maximum hosts and travelers.
AMA_Corporate Attitudes and Adoption Trends of Multi-Channel and Omni-Channel...Scott Valentine, MBA, CSPO
Recognizing the need for insights into multi-channel use and OCM adoption,
Platt Retail Institute (PRI), in cooperation with the American Marketing
Association (AMA), and with the generous support of hybris software, decided
to undertake a survey of a portion of the AMA audience in January 2013. In
general, the purpose for conducting this research was:
1. To understand current and future marketing channel usage. As most
firms use various methods to reach their customers, we desire to gain
insights into current and future utilization, budget allocation, and
perceived channel ROI.
2. As organizations are being driven to adopt a more integrated marketing
approach, we desire to learn whether OCM strategies are being
implemented, or if there are plans to implement them within the next
three years. Underlying factors that are driving these plans, as well as
budgets allocated to implement these programs, were also considered.
The study also identifies the most significant business challenges faced
when implementing an OCM strategy, as well as who is primarily
responsible for making the decision to implement an OCM solution.
As the fourth industrial revolution unfolds, organisations are having to re-skill and adopt new strategies for sales, marketing and HR success.
Many boards are still evolving into Social Businesses - organisations which adopt social media for effective HR, customer service and sales, as well as a channel for marketing. But further game changers are on the horizon, one being Artificial Intelligence.
These slides are highlights of the many public and private talks and presentations I deliver.
Connect with me on LinkedIn or Twitter - @katieeking
IAB Europe Report: Using Data Effectively in Programmatic V2.0 (GDPR Update)Romain Fonnier
The IAB Europe Using Data Effectively in Programmatic White Paper (first published in November 2016) has been updated to reflect the changing nature of the European data landscape. This updated version includes revised content with an additional section covering GDPR considerations and new case studies.
Ben Geach (Global Product Strategy Director at Oracle Data Cloud) led the white paper update with input from Thomas Park (Senior Product Director, Advertising Products at Adform) and Chris Hartsuiker (Manager, Privacy and Public Policy at IAB Europe).
The V 2.0 white paper addresses:
The types of data available, the benefits and challenges of each data type and key legal and privacy considerations
How to build an audience with the available data
Key considerations for using data effectively
Data in a cross-device environment and the opportunities and challenges
GDPR considerations for using data in advertising
A summary of the opportunities & challenges that lay ahead in the new data-fuelled marketing ecosystem; including the 5 key questions to ask your data tech vendor.
Best practices Best practices for privacy and data protection in direct marketing
1. MCI Brussels
Best practices for privacy and
data protection in direct marketing
By Claudia Fortes, Marketing & Communications Manager, MCI Brussels
“Our philosophy is that people own their information and control whom they share it with”
Mark Zuckerberg, CEO, Facebook
The privacy and protection of our data is not a right easily relinquished. This right has been
recently put to the test with the fast growth of social media tools, such as Facebook, Linkedin,
Twitter, etc. The backlash against Facebook’s1 lops on their privacy policies has opened the
debate on how to best market your audience and at the same time respect the privacy laws. In
the case of Facebook, users seemed to be unable to completely delete their personal
information if they no longer wished to use this social platform.
The best marketing and promotional results can only be obtained when the targeted audience
has expressed their wish to be reached for a specific purpose. Direct marketing can be effective
through different tools and approaches, but there are also some key legislative rules that have
to be respected when doing so. By being lawful you will also discover that you will be providing
a direct marketing that is correctly targeted and with the opportunities to expand your current
database.
The legal basis
With the fast enlargement of the European markets into one and the impending globalisation of
the world, new rules have been set to ensure that everyone’s data is protected and well used.
Data protection and privacy policies have a direct impact in marketing.
A legal basis2 has been set in 1995 at European level to ensure the protection of data exchange
within harmonized laws. The implementation of the Directive differs in the European Member
States and to this end there are national bodies that answer to the divergences on the
application of data protection in each European national market. An independent European body
- EDPS, European Data Protection Supervisor3 - was also established in 2001 to protect
personal data and privacy and to promote good practice in the European Union institutions.
1
For more information: http://news.bbc.co.uk/2/hi/technology/7196803.stm
2
Directive 95/46/EC (of the European Parliament and of the Council of 24 October 1995 on the protection of individuals
with regard to the processing of personal data and on the free movement of such data; reference: 31995L0046
3
http://edps.europa.eu/EDPSWEB/edps/lang/en/pid/1
1
2. But what are the implications for professionals in marketing? What are the prerequisites? And
how can an organisation ensure that its direct marketing complies with the data protection
rules?
The marketing mix
When promoting products, services or events, a wide array of means can be used from e-
marketing (e-mailings, electronic brochures), social and viral marketing (Facebook, Linkedin,
email messages to send to partners and members), as well as printed materials (flyers,
brochures), faxes, phone messaging, etc.
For a marketing mix that complies with the data protection and privacy rules, make sure that
recipients have given consent4 to receive direct marketing and that an opt-out feature
(unsubscribe option) is always included.
Marketers should always strive to ensure that privacy choices are respected and that direct
marketing is sent only to willing recipients that have given their consent. Consent does not
have to be written but as a best practice, a written proof that clearly states the direct marketing
purposes should be ensured.
The Do’s and Don’ts
A clear understating of the best practices, on how to create and maintain databases and how to
best reach your audience, is fundamental. These best practices will assist you in correctly
marketing your audience.
The Do’s
• To collect data for a database, state the organisation’s name, products and services,
the aim of the use of the information and if it will be transmitted to a third party.
• If sharing marketing lists with other organisations, all individuals should be informed
in advance regarding who, when and how data will be shared with.
• Information and data should be used for a specific database and have a specific time
frame for its use. For example, to renew the information on your current database an annual
email to confirm the information should be applied.
• Aim at always holding a written statement of the permission to use the data.
• Avoid using already ticked boxes for permission forms.
• All individuals have the legal right to stop their personal information being used for
direct marketing. Follow up promptly on these requests and specify on your database why
and when it was declare to no longer use the data.
• Always provide a simple, cost free opt-out (unsubscribe) option that is clearly visible
and explicit in its wording.
• Create or widen databases for a specific use by using a sign up mechanism (opt-in
option/subscribe). For example, this sign up mechanism can be included on a website and
linked to different messages in order to maximise its use.
• Use flagship events or retention campaigns to create specific databases according
with what the delegates/members have a specific interest in. For example, use a simple
fill-in form or include it on the event survey/evaluation.
4 Consent does not apply to unaddressed flyers or letters, where there is no use of an individual’s personal data.
2
3. The Don’ts
• Do not transfer data outside the European Economic Area5 unless there is adequate
protection for the personal information being transferred, an organisation is willing to take on
full responsibility.
• Do not transfer data or database(s) to other entities or third parties unless all
individuals have given permission.
• Do not sell database unless you have the commercial rights to do so.
Rules for success
Even though the European legal basis was established in 1995, the awareness to its compliance
and best practices has been slightly over sighted. In the case of social media (such as
Facebook, Linkedin, Twitter) its fast expansion needs now to be matched with privacy rules. The
recent example of Facebook has reiterated the importance of privacy rules.
The neglection of privacy and data rules has brought the impending legal issues for these new
online platforms. Nonetheless, the rules and laws for e-marketing and for e-privacy are
constantly evolving in order to cater to every individual’s rights to privacy.
All organisations can avoid these legal issues by following these simple rules:
1. Have the consent to address the target audience
2. Include opt-out (unsubscribe) features and opt-in (subscribe) to
widen databases.
3. Use retention campaigns and events to update or further create
new and specific-end databases
Be aware of the privacy and data protection rules and best practice.
Use direct marketing with creativity, apply the rules and boast on successful results!
1017 words
*** *** ***
About MCI
MCI is a globally integrated association, communication, and event management company. For
more than 20 years, MCI has helped companies, governments and associations bring people
together to create meaningful connections and win.
5
The European Union member states plus Norway, Iceland and Liechtenstein
3
4. Our combined expertise helps clients to outperform by offering strategy, creativity and
execution in the field of Association Management & Consulting (AMC), Performance
Improvement, Professional Congress Organisation (PCO), and Meetings & Events. Our support
services, which include Global Destination Management in 16 countries and Audio Visual &
Staging solutions, “make it happen” by connecting the best people in the right places.
MCI has 33 offices in 19 countries and employs approximately 800 professionals worldwide in
Abu Dhabi, Amsterdam, Barcelona, Beijing, Belfast, Bengaluru, Berlin, Brussels, Buenos Aires,
Copenhagen, Cordoba, Delhi, Dubai, Dublin, Geneva, Gothenburg, Hong Kong, Lyon, Madrid,
Mar del Plata, Montpellier, Mumbai, Paris, Petersfield/London, Prague, Rome, Shanghai,
Singapore, Stockholm, Stuttgart, Tokyo, Vienna and Zurich.
With several partnerships and alliances, such as the “Uwin Iwin & MCI Strategic Alliance in
Performance Improvement”, the “SmithBucklin + MCI Worldwide Partnership”, the “Ovation
Global DMC & the DMC Network's Global Alliance”, MCI offers integrated solutions and seamless
services around the world, providing customers with a truly global brand experience.
For more information, visit:
www.mci-group.com – main website
www.growglobally.org – a resource for association global strategy, regional planning and local
execution
http://talkingcommunity.wordpress.com/ – conversations about the global meeting industry
www.lessconversationmoreaction.com – a blog about CSR and sustainability in the meetings
and events industry
About the author
Claudia Fortes is a Portuguese national. Before joining MCI in 2007, she
worked at the European Association of Chemical Distributors (FECC) where
she was responsible for the internal and external communications,
marketing of events, communications tools, and press and media relations.
She also did an internship at the Council of the European Union and worked
at the Brussels office of an American law firm working mainly with the
chemical industry. At MCI, Claudia is the European Marketing
Communications Manager for ISPE (International Society for
Pharmaceutical Engineering) and ASME (American Society of Mechanical
Engineers).
Claudia speaks Portuguese, English, French and Spanish fluently and has fair knowledge of
German. She holds a BA in Modern languages and literature, a MA in International Relations of
European Union. She also holds a professional certification from the New York University in
events marketing, and in Public Relations from the London College of Communication.
(claudia.fortes@mci-group.com)
4