Four areas of concern and interest about data and privacy for marketers right now.
On July 24 the House Judiciary Committee convened for a hearing on the Marketplace Equity Act, one of three bills empowering states to compel online merchants to collect sales tax.
B-to-g marketers use social media just like many other marketers do. It's all a matter of targeting and fostering relationships — not solely sales.
One of the core issues with social media marketing to the government is that few marketers know how to quantify its value.
While consumers may think of interest as the only cost of paying with plastic, retailers have long been burdened with "swipe fees" the credit card companies charge them for every transaction. The Federal government instituted a cap on swipe fees on July 21, limiting them to 7 to 12 cents per transaction.
US Rep. Jackie Speier (D-CA) introduced the Do Not Track Me Online Act of 2011 on February 11. It is the first bill of this Congress to explicitly call for Do Not Track regulation. Marketers and industry groups have voiced opposition to prospective federal Do Not Track legislation, which would block unauthorized monitoring of consumers' online behavior, in recent months.
When a company promotes itself as "green" or "environmentally friendly," a common reaction from consumers is probably, "Who isn't?" Or as the Los Angeles Times puts it, "many businesses that say they're green are more interested in greenbacks."
The Federal Trade Commission issued a complaint September 27 charging the makers of Pom Wonderful pomegranate juice and POMx supplements with making false and unsubstantiated claims in their advertising.
The Direct Marketing Association has revised its ethics guidelines to align them with the Federal Trade Commission's recently altered Guides for Testimonials and Endorsements. Both sets of rules affect the marketing of product or service results, as well as blogger and celebrity endorsements.
The Federal Communications Commission will soon propose revisions to the Telephone Consumer Protection Act that it says will empower consumers to avoid unwanted phone solicitations, commonly known as "robocalls." The agency's goal is to bring its rules in line with those of Federal Trade Commission.
The federal government is taking on online security not only from a prosecutorial perspective but, also from the position of wanting to drive innovation. Recently, the US Department of Justice announced arrests in the largest data breach case ever, as DMNews reported here. Now comes word that the government is working on a pilot program with Yahoo!, PayPal, Google, Equifax, AOL, VeriSign, Acxiom, Citi, Privo and Wave Systems to provide digital identities for Americans so they can engage with government Web sites.
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It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
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