In today's competitive marketplace, companies are relying
heavily on innovative and edgy digital marketing campaigns to
promote their products and services that often include the
submission of user-generated content, viral marketing, the brand's
website, a mobile application and other social media and social
networking elements. However, the tech-savvy marketing
professionals that are entrusted to implement these programs are
often unaware of the complex legal overlay of the digital world and
the potential significant financial repercussions for their
company's failure to comply with applicable privacy laws. Failure
to understand and follow these legal requirements can potentially
lead to expensive litigation or government enforcement actions and
negative publicity that can harm a brand. Further, the advancement
of technology allows for messaging to be behaviorally targeted,
which may not be well received and might be deemed creepy by
consumers, even if such profiling and targeting is currently legal
in the U.S. In working closely with our clients from concept
through execution of a digital marketing campaign, these are the
''top 10'' privacy questions that marketers and their lawyers
should be asking before launching a digital marketing campaign that
collects information from consumers.
Read the article here.