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Corporate & Social Responsibility Program There is a vital link between consumer confidence and a healthy future for multi-channel, data-driven direct marketing. The DMA has long been committed to helping members to build consumer trust and to “do the right thing” when it comes to the issues consumers care about such as protecting privacy. Today, education on best practices and following DMA guidelines are essential for the marketing professional - zealous regulators seek to curtail marketing activities. Following best practices has never been more important to ensure a successful future for the industry. Doing the right thing for marketers spans several critical areas: following DMA’s online behavioral advertising standards, being aware of your environmental responsibility, ensuring you protect the data you collect, following the rules for digital channels in addition to DMA’s traditional marketing best practices for consumers seeking more control over marketing offers. The sessions in this CSR track are designed to educate you on these vitally important issues and practices & ensure you have actionable steps to bring back to your organization. The New Face of Online Advertising: OBA & Compliance Online marketers are taking steps to ensure choice for consumers seeking to opt-out of behaviorally targeted or interest-based ads. DMA and a broad coalition of advertising associations have stepped up to the FTC’s challenge to self-regulate or be regulated, and now marketers are leading the charge. This session will begin with a presentation by Publishers’ Clearinghouse showing compliance across the total advertising chain: the advertiser, publisher, consumer and others involved in delivering these ads and capturing data. The DMA will then present additional case studies from companies participating in the Digital Advertising coalition and the preferred providers for compliance. The session will stress the latest on the enforcement and self-regulation that is underway protecting online ads. Speakers: Traditional mailing continues to dominate results-oriented marketing & mailers such as catalogers; magazine publishers and the printing community are on the forefront of environmental stewardship. The environmental footprint of a mailed product is critical, especially for organizations that must meet public expectations as well as their own high standards. This is especially true for the forest products industry, which is increasingly subjected to public and marketplace scrutiny as the demand increases for products from responsibly managed forests. Participants will learn why the environmental credentials of the wood products they buy are important and will be introduced to five key criteria for identifying responsible producers, as well as learning about a historic agreement that preserves the Boreal Forest in Canada. Speakers: Sustainability Elements of a Responsible Request for Proposal (RFP) Every project bid solicitation—or submission—offers clients as well as suppliers an opportunity to articulate environmental expectations and deliverables. After all, aren’t you a reflection of your supply chain? Learn how to write proposals that ask for more than pricing and schedule and invite comparisons on environmental performance. Take away a boilerplate template for any RFP that can help move sustainability business goals forward today. Speakers: DMA’s Do the Right Thing: Best Practices Digital Guidepost The DMA has the best and brightest marketers across channels – and they pledge to follow DMA guidelines as members of the DMA. Come and learn what you need to know about the guidelines. These provide the best guidepost to stay ahead of the regulations and remain in compliance. This session will focus email marketing best practices, updates to your online privacy policies, behavioral ad compliance, marketing via social media platforms; mobile marketing, online data collection & use best practices and much more…Bring your questions! Speakers: Marketers need to be careful to ensure they obtain the appropriate consent from consumers on-line. Laws have changed; this session includes a review of the federal Restore Online Shoppers’ Confidence Act, the new California negative option law and revised DMA ethical guidelines on obtaining proper credit card authorizations. Hear an insider’s perspective on how regulators interpret the laws from the perspective of a former regulator. Speaker: Your Creative & Sustainability: Integrating Brand, Direct, and Green Power Green is the new black, it looks good on everyone; its neutral goes with everything; never goes out of style. Like it or not, brand reputation and sustainability are externalities that can’t be ignored in direct marketing. Get an inside look at what prominent direct marketers are doing and experimenting with to “walk the walk.” Learn the creative ins and outs and also learn what the FTC has said about using green claims to ensure you are in compliance. Speakers: Is More Data Always Better? The Legal Risks of Data Collection, Storage and Use in Marketing From a marketing perspective, it has been a truism that having more data about your target customer is always better. But with the increasing regulation of data collection, storage and use, marketers, and particularly those operating in the online arena, now need to ask themselves a number of questions before gathering that extra bit of data, including: Can I legally collect it? How long should I retain it. And finally, do I really need it; i.e., does the utility of the data outweigh the risks of collecting it? This program will provide an overview of recent developments in the regulation of data collection, storage and use, including state and federal laws governing data collection and data privacy, Federal Trade Commission enforcement actions under COPPA and Section 5 of the FTC Act, and private lawsuits relating to data collection, privacy and security. The program will conclude by offering some guidelines for the marketer to use in answering these questions. Speaker: How Will Privacy Regulation Impact Your Business in 2012? This session will provide a comprehensive overview of important developments in the regulatory landscape, including FTC proposals to regulate behavioral marketing and consumer privacy, legislative efforts to regulate the collection, storage and use of consumer data, and significant developments in private litigation that may impact the marketing community. Speakers: |
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