New standards set for data-driven marketing
Anyone who uses data as part of their content marketing strategy will be subject to a new set of guidelines, as set out by the Association for Data-Driven Marketing and Advertising (ADMA).
A code of practice was already in place, but it has now been updated to reflect changes that have occurred in the digital landscape.
As ADMA chief executive officer Jodie Sangster pointed out, the original set of rules have applied for the past ten years or more, but they were in need of being brought into line with modern day marketing strategies.
"It must address the challenges arising from the many new and varied channels marketers are using to reach out to customers, such as social media, mobile devices, apps, SMS, word of mouth and location-based mobile," she commented.
Not only this, the code needs to remain relevant to more traditional marketing channels, such as telephone, mail and TV – although this is no easy task, it is something that nevertheless needs to be done.
With the majority of marketing and advertising carried out these days being driven by data, the new ADMA code needs to stay relevant to everyone, no matter what channels they are using.
The initial code was developed back in the 1990s, when the world of marketing was quite different to what it is today – after all, companies are now dealing with more data than ever before.
This follows recent findings from Infosys, which discovered that many consumers across the world are willing to share personal data – but only if it results in them receiving better service.
For example, 72 per cent of respondents said they believe that the online promotions they receive via email or other means are not currently relevant to their interests or needs.
This is despite 78 per cent of people saying they would be more likely to make a purchase with a retailer again if offers were customised to their requirements.
Posted by Emma Furze