Marketers "in dark" about what constitutes consent
22 May 2012: Nearly half (47%) of UK marketers say that they aren’t confident their efforts to gain consumer consent to place cookies on their devices will meet the new requirements of the ePrivacy Directive, new research has revealed.
The conclusion comes from a survey of more than 150 of the UK’s top marketing agencies conducted by the Direct Marketing Association (DMA) and DataGuidance, a global data protection and privacy service. According to the study’s authors, with just four days to go until the Information Commissioner’s Office (ICO) enforces the so-called 'cookie law' the shortcoming should be a serious cause for concern.
The research also highlights the fact that many marketers are underprepared ahead of the enforcement of the cookie law on 26 May. Nearly three in five (57%) of marketers have so far failed to develop and execute an action plan to deal with the impact of the Cookie law while 45% have yet to draft an updated cookie policy. Some 79% have not communicated the changes they are planning to make to their website’s visitors.
The financial impact on the marketing industry will be also dramatic, with 67% of respondents saying the new law will cost them up to £10,000, 17% estimating that it will cost them up to £25,000, and 13% put the figure of compliance at up to £100,000.
“The question is not so much the definition of a cookie, but clarity on consumer consent," says Lindsay Grieg, of DataGuidance. "To comply with the law, marketers need to provide clear, transparent information to consumers so that they can make an informed choice to accept cookies from websites and digital communications."
Caroline Roberts, Director of Legal and Public Affairs for the DMA, added: “The DMA has issued considerable free guidance on how to achieve this, so it’s down to marketers to learn how to work within the new legal framework. Failing to do so will lose customers, lose sales and ultimately leave them on the wrong side of the law.”
The DMA has recently published how-to guides on managing cookies for websites and mobile and email marketing, which can be downloaded for free from the DMA’s website: www.dma.org.uk
Marketo engine automates content allocation
14 June 2013: Cloud-based marketing software platform provider Marketo has announced the availability of the Marketo Customer Engagement engine, which it claims is the first marketing solution that intelligently and automatically manages the timing and distribution of the right content, to the right person at the right time.
Celebrus and Kognitio digital analytics project partnership hits milestone
13 Jun 2013: Kognitio and Celebrus Technologies marke the anniversary of a strategic collaboration that provides one of the largest global manufacturers in the world with an innovative solution for digital marketing analytics.
IDM Student Marketing Competition 2013 Finalists revealed
12 Jun 2013: The Institute of Direct and Digital Marketing has revealed that student teams from the University of Northumbria and University of Central Lancashire have made it to the top three in the prestigious IDM Student Marketing Competition 2013
Salesforce snaps up ExactTarget
7 Jun 2013: Salesforce.com, the world’s biggest CRM platform, has announced an agreement to acquire ExactTarget, the leading cloud marketing platform for around $2.5 bn.
Whisbi launches Facebook monetising tool
7 Jun 2013: Whisbi, the lead management technology provider, has launches a new product designed to monetise Facebook.
Indicia expands with new London office
6 Jun 2013: Database Marketing Award-winning customer engagement agency Indicia has expanded with the opening of a new London office.
London School of Marketing deepens digital marketing commitment
5 Jun 2013: The London School of Marketing has announced a formal partnership with the Digital Marketing Institute.
Experian data reveals singleton capitals of Britain
1 Jun 2013: Experian insight reveals the location and characteristics of the UK’s growing number of single person households
D&B service to unlock hidden value in CRM systems
22 May 2013: – D&B, the world's leading source of commercial information and insight on businesses, had made D&B360 available for Oracle CRM On Demand, Oracle's Siebel CRM, Microsoft Dynamics CRM and SAP CRM.
Profiling the Industry: Part 3
20 May 2013: In the third of our special series of articles profiling the database marketing industry, we catch up with Hopewiser, Alchemetrics, Callcredit and greenstone data solutions.
Ageas names Hanson Marketing Director for RIAS and Castle Cover
22 May 2013: Insurance provider Ageas has appointed Mark Hanson as Marketing Director for its two over 50s insurance brands, RIAS and Castle Cover.
BSkyB extends CRM deal with Comet
20 May 2013: Comet Global Consulting, the customer interaction expert, has secured an additional two-year deal with Sky, to further develop and support the company’s customer relationship management and customer interaction systems and operations.
Experian launches online credit services and marketing portal
21 May 2013: — Experian has launched a new online credit risk and marketing portal putting a wealth of vital business information at the fingertips of UK SMEs.
Metametrics thinks big with Vass apppointment
8 May 2013: Hector Vass, former Systems Architect in the Customer Lifecycle and Optimisation team at the Lloyds Banking Group, has joined marketing analytics agency Metametrics as Chief Technology Officer.
Institute of Fundraising Insight Awards shortlist unveiled
8 May 2013: The Institute of Fundraising’s Special Interest Group for Insight in Fundraising has announced the shortlist of finalists for the Insight in Fundraising Awards 2013.
GHD gets straight to the point with Celebrus granular data
8 May 2013: ghd, the UK hair-straightening brand, has seen conversion rates soar as a result of improving the shopping experience on mobile devices using data gathered through Celebrus Technologies’ software.