When considering how much you should do to comply with legislation like the Protection of Personal Information Act, you have three choices: Do as little as possible and see what you can get away with; Calculate the degree of "reasonably practicable" compliance required and stick with that; Adopt a more holistic approach to compliance. Of... Continue Reading →
PPC lead generation is a search-based lead generation technique which leverages search terms to surface (preferably) relevant ads in search results. When you click on those ads you are often taken to landing pages where you have the option of submitting your details to a company so it can get in touch with you about its products and services. It’s a pretty smart marketing option because it begins with the premise that you are searching for what the company offers. It is also a potentially risky proposition for brands that fail to implement adequate privacy protections.
The Protection of Personal Information Act has particular interest for direct marketers because of the likely substantial impact the legislation will have on consumer-facing initiatives when it goes into effect. POPI has a section that deals specifically with and introduces a consent model designed for direct marketing. It is an interesting model and I'll explain why in this post.
There is a lot more to the anticipated Protection of Personal Information Act and, in this post, I'd like to introduce you to what are known as "Conditions for lawful processing of personal information". These conditions effectively operate as processing parameters and will have a relatively subtle but substantial impact on direct marketing because they limit the scope of what personal information can be processed and for how long.
Consent, while critical, just scratches the surface of the Protection of Personal Information Bill. There is a lot more to the anticipated Protection of Personal Information Act and, in this post, I'd like to give you an overview of two further important terms used in the Protection of Personal Information Bill, namely "personal information" and "processing".
The Protection of Personal Information Act is going to have a radical impact on the direct marketing industry and a number of direct marketing businesses are going to shut down because they won’t be able to adapt and remain viable, especially if they don’t take action right away. If you don’t have a direct marketing business that is already based on a truly consensual business model (bearing in mind the consent model in the Protection of Personal Information Bill), you simply can’t afford to waste any more time.
This is a partial recording from Marketing Mix's Permission Based Marketing Conference in Cape Town on 2012-06-01 where I was a panelist speaking about privacy and the Protection of Personal Information Bill. I recorded part of my contribution to the discussion and this recording covers the nature of privacy from the perspective of the Bill... Continue Reading →
The Consumer Protection Act sparked quite a bit of interest in direct marketing and consumers' rights to opt-out of receiving direct marketing communications. It has also highlighted a tension between direct marketers and consumer orientated initiatives to protect and enhance consumer rights. Some of these initiatives have been undertaken by two industry bodies, the Internet... Continue Reading →