CMDC Media Digest, 2015-2016
DIRECT MARKETING DIRECT MARKETING Direct marketing is defined by the Canadian Marketing Association CMA as targeted communications that engage specific audiences through a combination of relevant messaging and offers that can be tracked measured analyzed stored and leveraged to drive future marketing initiatives Essentially what differentiates direct marketing from other marketing forms is a clear traceable call to action Goals for direct marketing campaigns include acquiring new customers cross selling existing customers and customer retention Common components used in successful direct marketing campaigns include analytics offer development and privacy management ANALYTICS Data and analytics are utilized to understand consumers group consumers into segments and target key individuals Through data analysis marketers are better able to create compelling offers that drive the desired response and ROI OFFER DEVELOPMENT The offer entices a consumer to complete a call to action Successful offers are often consumer segment specific time or location sensitive and clearly articulate the value to consumers Often multi offer testing is used to gain empirical evidence to determine the best ROI which can influence the remainder of the campaign and future campaigns PRIVACY MANAGEMENT PIPEDA BILL C 28 NATIONAL DO NOT CALL Privacy management is an increasing concern in direct marketing especially in digital communications It is imperative that marketers are aware of and comply with all privacy laws Breaching privacy regulations may result not only in upset consumers but also lengthy legal procedures and monetary penalties Direct marketing takes many forms and new channels are constantly evolving Well look at three of the most prominent channels of direct marketing direct mail email marketing and direct response media RECENT CANADIAN PRIVACY MANAGEMENT REGULATIONS PERSONAL INFORMATION PROTECTION AND ELECTRONIC DOCUMENTS ACT PIPEDA PIPEDA is a federal consumer information privacy law that provides guidelines on notice and consent data use arid retention data security management and privacy infrastructure FIGHTING INTERNET AND WIRELESS SPAM Bill C 28 Canadas Anti Spam Legislation CASL Canadas Anti Spam legislation requires advertisers to attain consumer consent before sending electronic messages such as emails text messages and social media messages NATIONAL DO NOT CALL REGISTRY The National Do Not Call Registry is part of the CRTCs Unsolicited Telecommunications Rules which includes telemarketing rules national DNCL rules automatic dialing and announcing device rules The rules require telemarketers subscribe to pay fees for and access the National DNCL The rules also prohibit telemarketers from calling telephone numbers that have been registered on the National DNCL for more than 31 days Source The Government of Canada Office of the Privacy Commissioner of Canada 155 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL
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