Categories
Legislation

Understand POPI In 60 Seconds

So here is the low down on POPI. Nope, we ain’t talking about a “POPPY” china, we’re chatting about something far more serious. The Protection of Personal Information Bill is a pretty important piece of law that aims at protecting the personal information of South Africans. So what’s it all about and why is it important to you as a marketing manager? Are you looking to use some 3rd party data to market into?

I’m a bloke so I am going to get right down to the nitty-gritty.

The Act was signed into law in 2013 and affects the way companies collect, store and use personal information, provided by their customers, employees and the public.

We need this type of legislation and it needs to be enforced, otherwise your personal details at the bank will be handed over to a cellphone company, who in turn will sell your details onto an insurance company, who will then sell your details onto a fitness chain. You get the idea. This type of legislation has been adopted around the world, and it’s about time we jumped into line.

This is what I believe you need to know (high-level stuff, but ultimately the stuff that counts):

  • Personal information must be collected for a specific purpose, and this needs to be made clear to the subject you are collecting the information from. A data subject can, at any time, request information pertaining to the collection of their data. Now that POPI is in place, you have the right to ask “How did you get my information?”
  • If you hold my information for reason X and you use my information for reason Y, it’s a problem.
  • People must “opt-in” to receive direct marketing communication like SMS and email, and in each communication they must be given the opportunity to “unsubscribe”. If you get any SMS and email marketing communication you will see evidence of this “unsubscribe” option in the copy or generally at the bottom of email comms.
  • Provided a company has been clear and upfront as to why and how it wants to collect and process information, that they can provide the data record with a history of how their data has been collected and give that data record the option to “unsubscribe” from any direct marketing communication, they will be regarded as compliant.

So why is this important to any marketing manager who is looking to use an external data player?

It’s simple. Your brand cannot run the risk of sending out a direct marketing message to any data record that isn’t POPI compliant.

Failing that, you might find yourself packing up your stuff and looking for another marketing position.

Why don’t you get in touch with us. Our data is all 100% POPI compliant.

Until next time.

Brendan

Categories
Data Segmentation Tool

Pick Your Peeps And Place Your Email Order In 90 Seconds

Imagine for a second that you could jump online, use a nifty data segmentation tool to help you identify your exact target audience, request a quote on how much it will cost to market into that data, and confirm your booking…all in less than 90 seconds. That would indeed be the answer to a marketers prayers, right? Well it’s time to get off your knees and stop looking towards the skies for an answer from the marketing Gods because we’ve built that online data segmentation tool for you. In this blog post I am going to run you through 3 easy steps you can follow to find the data you want to market into, put in a request for a quote and have us knock out your direct marketing campaign.

Step 1 – Click on the link below

 

Step 2 – Use our online data segmentation tool to find your target audience

Once you have clicked through to our online data segmentation tool, you can start using our filters to identify the exact target audience for your direct marketing campaign.We’ve got 7 general filters that you can use and 7 additional filters.

Let’s start with the general filters:

Filter via:

  1. Gender
  2. Age
  3. Race
  4. Marital Status
  5. Area
  6. Income
  7. Employment Status

Then we have 7 additional filters:

  1. People who have a credit card
  2. People who have a personal loan
  3. People who own a home
  4. People who own a car
  5. People who are Directors
  6. People who have insurance
  7. People who have cellphone contracts

Let’s look at a quick example to illustrate how powerful this data segmentation tool is:

Let’s assume that I am a media planner for a car brand that is looking to target females, living in Johannesburg, under the age of 40, by using a promotional mailer to secure test drive bookings.

Naturally we use the ‘gender’ filter to knock out all the guys from the search. Then we use the ‘age’ filter to exclude anyone who is older than 40 and finally the ‘area’ filter to pick Johannesburg only. Hit the submit button and run the search.

Viola…the data segmentation tool returns a data count of 106 204.

That means as a media planner I now know that there is an opportunity to market, via email, into a data set of 106 204 people, who meet the marketing brief.

Pretty nifty, right?

Step 3 – Request A Quote / Make A Booking

Once you have identified your target audience and have a view on the data count, the next step is to request a quote or make a booking. You just click on the link “request a quote or make a booking” and you will be redirected to a quick order form. Take 20 seconds to provide us with your details and hit ‘submit’. Your request will ping off to us via email, with the data segment you want to fire your marketing message into and naturally the next step is for us to get in touch, confirm the order and pricing and get your campaign ready to rock ‘n roll.

There isn’t much more to say except this – use the tool, find the audience you want to market into and let us get back to you with a costing and a timeline in terms of when we can make it all happen.

Happy data segmentation days are here for good.

Enjoy using the tool and drop us a line if you think we can add anything to it.

Until next time.

Brendan

Categories
Direct marketing

Bulletproof Your Direct Marketing Campaign Before It Kicks Off

There is nothing worse than having a direct marketing campaign fire off, and then realising, in a flat panic (having had your boss bring it to your attention) that their was an error in the campaign. It’s usually something as small as a typo, but incorrect remains incorrect and the axe is likely to fall on someone’s head for the screw up. Once your email or sms campaign starts, there is no ‘off button’ so follow this simple guide to make sure your campaign is bulletproof and avoid having the axe being dropped on your kop.

Test, then test again.

That is the digital marketing mantra before going live with anything. The reason why good digital marketers test again and again is because most of them have been burnt in the past by failing not to test.

  • Check the copy

Not all of us are blessed with great grammar and spelling skills. It doesn’t come naturally to everyone, and that’s cool. If you know this isn’t your strong point, get someone else to sign off on the campaign copy before you hand it over. I’ve seen some of the biggest brands in SA send out direct marketing copy that clearly wasn’t signed off, and it’s a bad reflection when a multi-billion Rand company misspells a simple five letter word. An SMS message is only 160 characters long, so there ain’t any excuses for messing it up.

  • Check the CI guidelines

Big brands are really particular about their Corporate Identity, and you can’t blame them – they spend millions on their brand, so they have a right to demand that their logo is represented in a particular manner. If you are sending any direct marketing campaign that requires CI sign off do it before you blast off a message to millions of people, with the client’s brand completely misrepresented. Not only will the client never book again, you might even face a lawsuit (and who needs that drama in your life).

  • Deliver a test message (then deliver another test message)

If you are sending an SMS message, send yourself a test before you go live with the campaign. If there is a “reply” element to the SMS marketing message, reply to the message and test the response that you are looking for. If it’s a call back from a call centre, how long does it take? Does it meet your expectations? Does the call centre agent have an idea how the inquiry was generated?

Check every step of the process before you go live.

And it’s not a bad idea to remain on the marketing list if you are sending multiple SMS messages over a period of time.

If you are sending an email campaign, make sure you have checked the following key checklist items:

  1. The email renders in all the email clients correctly (like Outlook and Gmail).
  2. Are the links working? There is nothing worse than receiving an email you are interested in, and when you click on the link you get that dreaded 404 message (Oops the link is broken).
  3. Have you tested the landing page? It doesn’t help re-directing someone to a landing page and you have errors on that page
  4.  Are all the images pulling through from the server? Imagery in your mailers are critical, but they need to be served correctly
  5. Does the mailer render across all devices (desktop, tablet, mobile)? More and more people are picking up emails on their mobile devices, so sending an email that isn’t built in responsive design is useless.
  6. Has someone signed off on the subject line? Don’t assume you have creative license to knock out a subject line on behalf of a client.

Send yourself the email you want to deliver to thousands of people. If it makes you happy, the chances are it will make your audience happy.

Direct marketing is like any other marketing channel – you have a message, a creative (might just be 160 characters) and a target audience. Make sure your creative is 100% correct and your delivery channel has been tested before you give the green light.

Drop us a line if you want to chat about any direct marketing campaigns you want us to assist you with.

Until next time.

Brendan