Responsible Marketing: Privacy, compliance and the law Masterclass: 29 May 2024

Get a great understanding of data protection, privacy and responsible marketing. Learn how to conduct marketing in responsible & ethical ways to meet the expectations of your customers and engender real trust and loyalty.

The workshop will include:

• A practical understanding of the data protection requirements for marketing
• Includes both GDPR & PECR as they impact on marketers
• How to identify & assess privacy risks
• The changing way that consumers view their data and privacy
• Principles of responsible marketing and DMA code of conduct
• UK preference services - what they are and how should they be applied.
• How to meet consumer expectations and retain brand trust

Course Details:
Context: the changing way that consumers view their data and privacy

• How do consumers view their data and privacy?
• The keys to organisations building trust
• People still have concerns about data which are often valid

The principles of Responsible Marketing

• What does Responsible Marketing really mean?
• We will talk through some examples
• The DMA Code of Conduct

An overview of data marketer's legal obligations

• GDPR & The UK Data Protection Act 2018 - including consent & legitimate interests
• Privacy & Electronic Communications Regulations (PECR)
• Choosing the right lawful basis - consent or legitimate interests
• How to assess legitimate interests
• The outlook for changes in data laws affecting the UK
• Identifying and assessing data protection risks

Using data compliantly via data and digital channels

• Marketing by email, telephone & direct mail
• Cookies for marketing & analytics
• Social media marketing
• Online advertising

UK Preference Services (TPS & MPS)

• What are they and how should they be applied?

'How to meet consumer expectations and retain brand trust'

• This topic is woven throughout the whole day!

Who Should Attend?

Well-managed organisations recognise that treating privacy as a brand asset, acting responsibility and adopting strong corporate governance are really important drivers of success. Customers prefer to spend their money with organisations & brands they can trust who won't let them down or take liberties.
This course helps you understand how organisations can behave more responsibly and comply with laws affecting their marketing. It will help you personally to become well informed and to put positive actions into practice in your business. It will help you to become a leader in this area within your organisation.
Marketing managers or executives in data roles such as:

• Direct or Digital Marketing Managers/Executives
• CRM Managers
• Senior Account Managers in agencies or marketing service providers

Tutor:

Simon Blanchard CIPP/E, Partner, DPN Associates
Simon, a Partner with DPN Associates has in-depth data protection experience. He is Deputy Chair of the DPN. He has a keen interest helping organisations apply good governance and held the role of Director of Information Governance at Royal Mail Group. Simon has considerable commercial experience too having held the role of Head of Data & Online Marketing at Bauer Media until 2014.

Other Details:

• Location: Virtual Classroom
• Member Price: £400
• Non-member Price: £450