Presentation is loading. Please wait.

Presentation is loading. Please wait.

Direct Marketing and Privacy. AMMA-Advertising Mail Marketing Assoc DMA-Direct Marketing Assoc ACLU-American Civil Liberties Union MPS-Mail Preference.

Similar presentations


Presentation on theme: "Direct Marketing and Privacy. AMMA-Advertising Mail Marketing Assoc DMA-Direct Marketing Assoc ACLU-American Civil Liberties Union MPS-Mail Preference."— Presentation transcript:

1 Direct Marketing and Privacy

2 AMMA-Advertising Mail Marketing Assoc DMA-Direct Marketing Assoc ACLU-American Civil Liberties Union MPS-Mail Preference System NDL-National Demographics and Lifestyles

3 Mass Marketing We have to know the source The articles are written by “them” Both published in Marketing magazines Denison Hatch: author of “Method Marketing, How to Make a Fortune by Getting Inside the Heads of Your Customers” Keep in mind, they are not talking to us, they are talking to other marketers

4 Hatch: “Privacy: How Much Data Do … [we] Really Need” We are not dossier compilers or PI’s (not consciously anyway) One of the most successful mail letters by Ed McLean of Newsweek “Dear Reader, If the list upon which I found your name is any indication … your education and income set you apart from the general population and make you a highly rated prospect …”

5 Hatch (cont. 1) They sent 170 million of these letters over 15 years. We get mail from strangers with highly personal info, ex. Names and ages of our children, car, car rentals, frequently dialed numbers, illness and medication, marital status, impending parenthood.

6 Hatch (cont. 2) “Consumers will, perhaps, tolerate this info being reeled off to them from a company with whom they regularly do business.” (pg 671) Really? 2 areas of direct marketing: Prospecting Prospecting Retention – makes sense to maintain a file on customer behavior, whole purpose Retention – makes sense to maintain a file on customer behavior, whole purpose

7 Hatch (cont. 3) Public records – auto registrations, drivers’ licenses, home ownership, and bankruptcy {Rebates – technique to acquire money from the consumer voluntarily} If info is given voluntarily, can it still be considered private? Ed McLean: “You have to dumb-down what you know.” {Don’t freak people out}

8 Hatch (cont. 4) NDL creates questionnaires for 130 companies, 300 brands, receives 25 million dossiers per year! Let’s consumers opt out in small print, until recently Rosenfield: most important thing is comfort of consumers. If consumers feel uneasy, and it spills over to politics, we could be “… legislated back to the Stone Age of mail order …” (pg 674)

9 Hatch (cont. 5) Germany: illegal to send fax or phone without prior permission. Sale of specific info is banned. Posch: “Europe lost its 21 st century economy by their self-destructive laws.” (pg. 674). No s/w nor db-related companies.

10 Hatch (cont. 6) Media flames direct marketers, even though they are among the largest direct mailers in the world and are dependant on db info (Dow Jones, New York times, Time Warner, AARP, PBS) Direct marketing is wounding newspapers advertising revenue.

11 Hatch (cont. 7) “The forces against us – the media, government, liberal do-gooders, as well as those in our own industry whose zeal for profits overwhelms their common sense and decency – are a juggernaut that could crush us unless we self-regulate.” (pg. 676)

12 Hatch (cont. 8) We must: Teach sensitivity to db owners “… so they don’t rub consumers’ noses in how much they know” Teach sensitivity to db owners “… so they don’t rub consumers’ noses in how much they know”

13 Posch: “Direct Marketing is Not a Significant Privacy Threat” Originally “After MPS – then what?” Who are our real enemies? Not ACLU, Gov, Privacy groups Our enemy is … Editorial media losing advertising revenue Editorial media do not represent a constituency

14 Posch (cont. 2) E-magazine: “Direct mail exists because it works. It generates response rates from the public that are tens, hundreds and even thousands of times better than ads in newspapers or on television.” MPS is more PR than anything else. “Junk mail” is term used to abuse competitors of the media

15 Posch (cont. 3) Economic democracy – commercial free speech This is a first Amendment issue.


Download ppt "Direct Marketing and Privacy. AMMA-Advertising Mail Marketing Assoc DMA-Direct Marketing Assoc ACLU-American Civil Liberties Union MPS-Mail Preference."

Similar presentations


Ads by Google