Protection of Personal Information
Consumer promotions are a way for brands to connect with their consumer, encourage trial, conversion and ultimately drive volume. Back in the day, you filled in a form, sent it off and waited for the postman to bring you good news. It was all rather manual and the data-capturing elements were less relevant because of the lack of rapid push-pull marketing tactics available to us today.
Now, communications specialists acting for a brand can send an SMS so that their consumer reads exactly what they want them to know, when they want them to know it. This would never have been possible back in the day, but then again neither were WikiLeaks, identity theft and an email from a Nigerian prince promising you half of his fortune if you simply hand over your banking details.
The more we go digital, the tighter security must become - and there is no doubt that we are going digital. Hence the need has arisen for the Protection of Personal Information (POPI) bill. This bill stems from the original Electronic Communications and Transactions Act (ECT) of 2002, whereby anything in data format is legally considered 'in writing'. The POPI bill is geared to protect the individual consumer's privacy along with their right to choose what information they receive versus what they would like to opt out of. It is no longer just about unsolicited commercial communications. It is now more about what the individual consumer opts in for and commits to in terms of the sharing of their information. This bill protects the rights of the individual with the organisation that their information is stored at - and how it is stored - once they have entered a competition and agreed on having their information saved and used.
Kerry Ellis-Williams and Neville Serrao - Client Service Directors from Limelightsa - attended the training and implementation seminar master class on 19 February, 2013, held by Marketing Mix. The relevance of this bill for the service Limelightsa offers our clients is integral to how we deliver sound, legal and compliant promotions, and redemption and data-retention for our clients.
Limelightsa will be implementing changes to all existing information and then, going forward, in the way in which information is collected, stored or destroyed on all consumer promotions and consumer related activities. The compliance deadline is 6 March 2013.
LimelightSA is a full-service agency piloted by a team of focused brand engineers who are committed to engineering your brand. We engage careful strategies with TTL capabilities, all the while striving to exceed the business objectives set.
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