Beware of online direct marketing and data protection risks, says expert

Businesses carrying out online direct marketing activities, often store customers´ data, but they must ensure that the protection of this information is a top priority, it has been claimed.
Speaking to Brand Republic, Robert Keitch, chief of membership and brand for the Direct Marketing Association (DMA), said the need for enhanced security has been highlighted by a number of high-profile instances of data theft, loss and misuse.

Businesses which have seen breaches of data security have suffered a loss in customers, damage to their brand and significant fines imposed upon them by regulators, he noted.

"Implementing robust consumer information security measures must therefore be a top priority for any company that holds customer data, not doing so could strike a serious blow to their bottom line," he added.

He was speaking following the launch of DataSeal, a new information security standard from the DMA for companies and agencies that use consumer data for marketing.

Earlier this month, a study carried out by the Direct Marketing Association revealed that consumers are more receptive to online direct marketing than marketers previously thought they would be.

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