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trust & the marketing art of the opt-in Thom Poole Head of Portal – e-CRM
trust & the marketing art of the opt-in ethical e-marketing in a modern age Thom Poole – September 2003
agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
data privacy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 © Thom Poole 2003
 
 
data privacy ,[object Object],[object Object],[object Object],[object Object],[object Object]
data privacy – personal space! Remember this? A linear model of communication (based on Schramm (1995) and Shannon & Weaver (1962) – from Fill (1999))
data privacy – the spam debate ,[object Object],[object Object],[object Object],Results of an online survey by the Marketing Society, 2003
international differences ,[object Object],2 © Thom Poole 2003
international differences ,[object Object],[object Object],[object Object],[object Object]
international differences – ‘Safe Harbour’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(from Tran & Atkinson, 2002)
friendship = trust ,[object Object],[object Object],3 © Thom Poole 2003
friendship = trust ,[object Object],[object Object],[object Object],Trust-focused value chain (adapted from Porter, 1998)
friendship = trust ,[object Object],[object Object],[object Object],Trust-focused value chain (adapted from Porter, 1998)   Profit
trust in marketing ,[object Object],[object Object],4 © Thom Poole 2003
trust in marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],Niall FitzGerald, Chairman of Unilever in an address to the Advertising Association, May 2001
trust in marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Nakra, 2001)
trust in marketing – trusted brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
using customer information ,[object Object],[object Object],5 © Thom Poole 2003
using customer information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
the marketing art of the opt-in ,[object Object],6 © Thom Poole 2003
the marketing art of the opt-in ,[object Object],[object Object],[object Object],[object Object]
Thank You Thom Poole Head of Portal – e-CRM [email_address] trust & the marketing art of the opt-in © Thom Poole 2003  All rights reserved

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Trust and the marketing art of the opt-in

  • 1. trust & the marketing art of the opt-in Thom Poole Head of Portal – e-CRM
  • 2. trust & the marketing art of the opt-in ethical e-marketing in a modern age Thom Poole – September 2003
  • 3.
  • 4.
  • 5.  
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  • 8. data privacy – personal space! Remember this? A linear model of communication (based on Schramm (1995) and Shannon & Weaver (1962) – from Fill (1999))
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  • 10.
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  • 14.
  • 15.
  • 16.
  • 17.
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  • 24. Thank You Thom Poole Head of Portal – e-CRM [email_address] trust & the marketing art of the opt-in © Thom Poole 2003 All rights reserved