6 Valuable Marketing Lessons You Can Learn from the FTC

marketing lessons from ftc

There has recently been a flurry of activity from the Federal Trade Commission (FTC), the government agency tasked with protecting consumers from unfair and deceptive business practices. From the release of updated guidelines to rulings against brands and advertisers, the FTC has shined a spotlight on the importance of marketing compliance.

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Data Discrimination: The Dark Side of Big Data

data discrimination and marketing compliance

There’s no question that Big Data creates Big Opportunities for marketers. Deep knowledge about prospects and customers help marketing teams create a wide variety of segmented and personalized marketing campaigns. But there is a dark side to all this knowledge: data discrimination.

The challenge facing today’s marketers isn’t using Big Data to understand better their customers and prospects; it’s knowing if, when, and where that knowledge crosses the line and becomes harmful discrimination.

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How to Protect Brand Identity with Marketing Compliance

internal marketing compliance

As a marketer, when you think of marketing compliance, it is external compliance issues that probably immediately come to mind. Adhering to the standards set out by the Federal Trade Commission (FTC) is hugely important, and can save you from losing large chunks of money to costly fines, not to mention the trust and respect of your consumers. However, internal marketing compliance should be viewed by your marketing team as equally important.

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2016 Is the Year of Marketing Compliance [eBook]

2016 is year of marketing compliance

Any time a new year begins, bold predictions fill marketing blogs across the Internet. From content marketing and digital advertising to the Internet of things and big data, there is no shortage of declarations, trends, and technologies that are “guaranteed” to disrupt, change or improve marketing as we know it.

Lost among the prognostications about data collection from connected toasters and disrupting how people take trash to the curb, is an essential mindset that must become part of every marketing department’s DNA (and organization’s DNA for that matter). And it’s what’s leading me to make the following marketing prediction:

2016 Is the Year of Marketing Compliance.

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Which Role Do You Need to Hire: General Counsel or Chief Compliance Officer?

marketing compliance

Overseeing marketing compliance is essential for any organization. And yet, it seems that many companies give a senior employee the title of Chief Compliance Officer (CCO), or some other such title, and task him or her with the responsibility of overseeing the company’s compliance standards – whether that person is qualified or not. Or as often is the case, the General Counsel fills this role based on the idea that compliance is a legal matter. (And the legal department is in many cases the source of the recommendation to create such a position.)

There’s nothing wrong with these ways of doing things, per se, but is that the right choice for you or your department? Maybe you would be better off with two separate people, filling each role respectively. Both roles serve the organization’s need to comply with the law, but they have different functions in that regard. We take a look at the roles of both General Counsel and CCO to help you decide. One thing is for certain: if your marketing department doesn’t have someone overseeing compliance, you are putting your organization at risk.

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Caution! User-generated Content Ahead!

user-generated content

It’s October, and there are less than 100 days until Christmas. While the real world may still be trying to avoid this fact, in your marketing universe it means that now is the time to start planning those holiday campaigns. Unfortunately, that’s what all the other brands are working on, too, so how will you set yourself apart from the competition and connect with your consumers? Consider taking advantage of social media and its wealth of user-generated content.

User-generated content has continued to rise in popularity as social media sites have made it easier than ever for brands to connect with consumers and vice-versa. There are nearly two billion social network users worldwide, and all it takes is a simple hashtag for those users to show off their favorite brand. In a day and age where testimonials can make or break a product (or business), it just so happens that they’re easier to procure than ever.

But as is so often the case, there’s a catch.

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What is Marketing Compliance and Why is It Important?

marketing compliance is important

As a marketer, you are surrounded by creative individuals whose focus is on the art and design of a marketing campaign. Creating engaging material that will appeal to your consumers is an intuitive talent for these marketers. However, it is important to balance that creativity with the practicalities and legalities of marketing compliance. There are compliance standards that you must meet in any marketing campaign, which requires a different kind of thinking that is probably not as second nature to your team members.

Marketing compliance standards protect consumers so that they are not lied to, tricked, or misled by businesses. These compliance laws also ensure that a person’s privacy rights are protected and that they have an option regarding which type of information a brand collects and how they communicate with that business. Every member of your marketing team should have a general understanding of these compliance standards – but as a marketer, it’s even more crucial that you understand these principles.

Meeting these guidelines will not only protect your public reputation and integrity, but it can also save you from making some costly (literally, not figuratively) marketing mistakes.

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Webinar Replay: Online Proofing for Marketing Compliance

marketing compliance webinar replay

What does it mean for an organization to be in marketing compliance? Here is a webinar replay of Mike Puterbaugh, vice president of marketing for ProofHQ, and Kelsey Uebelhor, product marketing manager for ProofHQ, discussing how online proofing and collaborative review helps marketers manage compliance and overcome project bottlenecks.

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What Every Marketing Manager Needs to Know About Marketing Compliance

marketing compliance

Not long ago, marketers would have considered compliance to be the responsibility of the CEO, CFO and the legal department. Given the rapid rate of innovation in marketing techniques in the area of personalization, user-generated content and demographic targeting, there is a new level of scrutiny being placed on marketing operations, and it ultimately comes down to marketing compliance.

Whether you’re a CMO or a marketing manager at an agency or a leading brand, there are some basic concepts of marketing compliance to consider.

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