I tend to the black and white view, but I think you know that, really. I
view companies marketing within the law as those I wish to trade with as a
buyer, and those outside it as people who have disqualified themselves
unless there are overriding reasons to trade with them (my no brainer phone
contract, for example, but the charity got chopped).
ROI is important in any marketing exercise. Achieving a better ROI is a
drum I beat time and again. And Data Protection actually provides that if
implemented well. It's not really hard to do a few things well. The
investment is not huge in IT. The main investment is in mindset.
-----Original Message-----
From: This list is for those interested in Data Protection issues
[mailto:[log in to unmask]] On Behalf Of Duncan Smith
Sent: Thursday, June 17, 2004 4:13 PM
To: [log in to unmask]
Subject: Re: [data-protection] SMS UCE
Tim,
<snip>my profession is to advise people on good quality, legal, ethical
marketing, and I refuse to allow my standards to be compromised here by
incompetent or plain shabby marketing people<snip>
Couldn't agree more, but... Should we not add one extra element to the
requirements of good guidance.
good quality, legal, ethical and profitable marketing (arguably encompassed
in the term 'good quality')
Will corporate stakeholders thank us for our advice if it doesn't balance
the financial equation? A frequent problem we see with marketing clients is
that they are neither 'incompetent nor plain shabby' but are shackled with
poor quality legacy data and information systems & technology incapable of
delivering 'compliance by the book'. Achieving compliance my require an
enormous capital spend in IS&T, a spend which is hard to justify in terms of
the risks.
The net effect is that they continue to market and accept the risk that some
of us will receive UCE against our wishes.
Are there perhaps three categories of marketers?
Those who wish to comply, but cannot given the resources at their disposal
Those who wish to comply, and always will because they have the data
management and IS&T in place to achieve this And those who have no desire to
comply and shun the wisdom of 'permission-based marketing'.
Duncan Smith
iCompli Limited Northampton UK
T: 08707 70 48 66 F: 08707 70 48 69 M: 07775 56 81 80
Mailto:[log in to unmask] Web: www.icompli.co.uk
"Compliance in your language"
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