Category: In the News

New UK industry code promotes ‘responsibility above and beyond compliance’ to address customer concerns, says DMA

Adopting the UK DMA’s new code of practice will be central to the industry’s efforts to address customer concerns about one-to-one marketing such as data sharing, according to the trade body’s executive director Chris Combemale.

Speaking at the launch of the new DMA Code, which covers all data-driven marketing activity, Combemale said it will change the industry’s mindset: “We’ve taken a new approach to self-regulation that recognises the need to focus on principles that go above and beyond compliance with the law. It’s perfectly easy to follow all of the details of regulation and yet fail to meet the expectations of the customer, such as how you use their data.

“Our Code centres on five principles to inspire the industry to serve each customer with fairness and respect. Marketing with customers not at them is imperative to fostering trust and achieving commercial success.”

The DMA is now encouraging other businesses to adopt the code, which comes into force next Monday, August 18.

According to Combemale, failure to do so will come at a cost to UK plc: “The hero principle of ‘putting your customer first’ demonstrates the evolution of our industry. Each marketer and organisation should see one-to-one marketing as an exchange of value between its business looking to prosper and its customer looking to benefit.

“Data fuels the digital economy, so earning customer trust is a commercial imperative. Brands must make every effort to ensure that they always collect and use consumers’ data in ways that they expect and benefit from.”

The DMA developed the Code after an 18-month consultation process with industry stakeholders, including practitioners as well as government regulators Ofcom and the Information Commissioner’s Office. The Ministry of Justice and Department of Culture, Media and Sport also provided input.

The DMA Code will be enforced by the UK industry’s independent watchdog, the DM Commission.

The DMA Code is backed by a series of channel-specific ‘guides’, which cover recommended best practice and compliance with regulations.

More than 1,050 corporate members of the UK DMA, which includes the industry’s top agencies, adhere to the DMA Code as a condition of membership.

The UK DMA Code and guides are available via the DMA’s website.

Demand for marketing professionals is increasing both on a quarterly and yearly basis, according to fresh statistics from one of the UK’s leading professional specialist recruiters.

Figures from the Robert Walters UK Jobs Index, which charts vacancy numbers posted to online platforms, confirm that the level of marketing vacancies expanded both year-on-year (up 8%) and between the first two quarters of 2014 (up 6%), together indicating a steady increase in employer demand.

Organisations in and around the Midlands have been the most active recruiters, generating nearly 15% more roles in the year since the second quarter of 2013.

The flow of marketing jobs is also strong in the capital, where the Jobs Index recorded a year-on-year increase of 8%.

Tim Gilbert, director of Marketing Recruitment at Robert Walters UK, said: “The Jobs Index results reflect rising investment and an appetite to hire as businesses seek to achieve new levels of growth. Echoing this trend is the rising number of marketing professionals attracting multiple job offers, underscoring the need for efficient recruitment processes to secure preferred candidates.

“While many employers have embraced the digital revolution, up-skilling staff or making new hires, the flow of digital marketing vacancies shows no sign of abating. Among discerning employers, the focus will be on recruiting for highly specialist or niche digital marketing roles to build up fresh layers of expertise.

“Furthermore, for many businesses, quality remains key, with many turning to experienced advisers or consultants to access marketers with the necessary skills or experience.”

• Jon Clarke Steps up to CEO
• Steve Kemish leaves to focus on educating/speaking/writing career

Jon Clarke, former joint MD, becomes CEO of UK-based b2b data and marketing agency Cyance with immediate effect and Steve Kemish, former Joint MD of Cyance, is to leave the company on September 12 in order to further focus on his longstanding interests in public speaking/tutoring and writing.

Kemish will act as chief strategy officer until his departure and will be actively supporting Clarke in his new role.

Mike Housley, chairman of Cyance said: “Steve is an exceptionally talented speaker and writer and has tutored and educated marketers both in the UK and Internationally. During his time as the chairman of the IDM digital marketing council and a Superbrands judge, he has been invited throughout the world to share his view on digital marketing.

“He has a true vocation in this area and it’s a natural move for him. I’d like to thank Steve for his outstanding contribution to the development of Cyance over the last six years.

“We wish him every success in the future.”

Kemish said: “I’ve had a fantastic time helping to grow Cyance and have loved my time here. But I’m pleased to now be able to take this opportunity to concentrate on fulfilling my ambitions in educating, speaking and writing. I wish everyone at Cyance every success and look forward to working on projects with them in the future.”

Housley also commented: “Jon is a highly experienced CEO and is very well qualified to drive the business forward and build on the excellent progress we’ve achieved so far. His visionary role in International B2B Demand Generation and knowledge of IT Sector Marketing have already been major assets. I look forward to working more closely with him in the future.”

Clarke said: ‘I’m excited to move into the new role of CEO and at the prospect of leading Cyance in what is a rapidly expanding marketplace. Cyance has an excellent reputation for leading the field in B2B marketing innovation – something we intend to maintain and build upon. We all wish Steve every success in developing his new career.”

New research suggests that currently only one in eight businesses utilises a blog as part of a wider sales and marketing strategy, while only 4% plan to implement one in the next 12 months.

According to a new report released by a UK-based catalogue and direct marketing specialist, only 12% of UK businesses currently use a blog as part of their overall marketing strategy, whilst only 4% are looking to start one over the course of the next year.

The report, put together by direct marketing, design and print specialists Catalogues 4 Business (C4B), questioned more than 300 UK organisations as part of research into corporate marketing strategies. Respondents to the study were drawn from a diverse mix of businesses, both B2B and B2C, which spanned multiple industry sectors.

Ian Simpson, managing director of C4B said: “Blogs are becoming increasingly important in the digital age, but it seems that many businesses are failing to grasp this. When it comes to marketing a business online, we’re increasingly in thrall to Google. The simple fact is you have to play by its rules if you want to find yourself anywhere prominent in the search rankings.”

Simpson continued: “A regularly updated blog plays a massive part in the success of a business’s SEO strategy. Frequently updated content, containing key words and phrases relating to the services that you offer makes you stand out when it comes to the complex Google algorithms that determine search results. Producing relevant content on your website increases the chances of you coming top of these results.”

The study also found that when looking at sales delivery only 2% of businesses believed that their blog helped to deliver sales, compared to the 24% who attributed sales directly to the success of networking.

Ian Simpson said: “Of course, when running a business, sales is the main focus. So naturally, if part of your strategy is notably delivering sales, you’re likely to put more time and effort into developing that successful element. But you can’t afford to ignore other contributing factors. Whilst people might not necessarily read a blog and decide to buy your products or services, a blog contributes considerably to your overall brand.

“A blog not only assists with SEO by bumping you up the search rankings, it also helps to improve brand reputation. You can establish an authoritative voice within your industry by projecting your views via your blog. If what you say is of value to your target demographic then it will help to improve the general influence of your brand. An example of this is fashion brands such as ASOS, which exploit their blogs to express relevant opinion, providing fashion advice and analysing current trends. The customer base really buys into this approach and as a consequence is more likely to buy their products.”

The results of the study additionally revealed that only 4% of businesses had any plans to incorporate a blog as part of their on-going strategy in the next 12 months.

Simpson added: “The fact that so few businesses plan to put emphasis on their company blog in the near future, shows that true understanding of the influence of blogs isn’t widespread. A blog is something that you can manage directly and straightforwardly and at a relatively low cost. In a competitive market, businesses really should look to embrace the potential of a blog and use all of the tools at their disposal if they want to get ahead of the competition.”

To download a copy of the full report – ‘Channel Vision – Version 3.0’ – click here.

Reactiv Media, the telemarketing company which was booted out of the UK DMA just three months ago, has found itself in more trouble after being clobbered with a £50,000 fine for calling people on the Telephone Preference Service.
Set up in June 2007 by Tony Abbott (pictured) the firm boasts: “We’re one of the largest data owners in the UK, providing the cleanest, freshest, most up to date records available.”
And, in Elland, West Yorkshire, Abbott is viewed as something of a local hero, regularly appearing in the regional press and dishing out business advice.

However, the Information Commissioner’s Office found that between November 2012 and December 2013 the TPS received 481 complaints from individuals who had received unsolicited calls from Reactiv Media despite registering with the TPS. The ICO also received 120 complaints. In May, the company was warned it faced a fine of up to £140,000.
ICO director of operations Simon Entwisle said: “The system is simple. People on the TPS register shouldn’t receive nuisance calls – full stop. Reactiv Media ignored this rule and they must now pay a £50,000 penalty.
“Nuisance calls and texts are a scourge for thousands of individuals and households across the UK. We will continue to target the companies responsible. To help us do this we are currently speaking with the government to get the legal bar lowered allowing us to enforce against more companies and send a stronger message.”

The charge-sheet for the company dates back as far as April 2012, when the Direct Marketing Commission ruled it had breached the Direct Marketing Code of Practice over nuisance calls and emails, although it agreed to change its practices.
But just months later it was in the dock again, following a raft of complaints about unsolicited calls offering PPI compensation between April and September 2013.
Despite a fresh warning from DMC, Reativ failed to respond to requests to review and change their processes and continued to generate complaints about their activities.
Its DMA membership was axed in April. At the time, DMC chief commissioner George Kidd said: “Other telemarketing companies have worked with us and turned past problems around. Those who use companies like Reactiv Media to generate leads share a responsibility. They should not be encouraging firms to bend or break rules that are there to make sure the public’s wishes are respected when it comes to telemarketing.”

This was first published on Decision Marketing. For more breaking news and opinion pieces on direct, data and digital marketing in the UK visit us at www.decisionmarketing.co.uk