The expansion of the Advertising Standards Authority's (ASA) digital remit will not affect online companies' marketing techniques, the Direct Marketing Association (DMA) has said.

Caroline Roberts, director of public and legal affairs at the industry organisation, explained that the new agreement, which extends the ASA's scope to include online marketing communications, does not change existing rules governing digital marketing.

Although B2B marketing firms and other companies that fail to adhere to standards set out by the ASA will not suffer any consequences, the ASA can take action against firms that fail to comply with CAP Code sanctions, requiring them to amend or withdraw offending material.

"The ASA is a self-regulatory body, so it doesn't have the power to impose sanctions such as fines," Ms Roberts commented.

"However, the ASA can [require firms] to seek pre-approval for all future adverts."

From March 2011, the rules in the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing will apply in full to marketing communications online, as will the rules relating to misleading advertising, social responsibility and the protection of children.

Posted by Julie Knight, Managing Director – General Marketing, Industry News
 

 

The ease with which digital communications can be devised and disseminated has led to some B2B marketing professionals taking lax attitudes to their promotions and thinking they can do it all by themselves.

I have seen some marketers forget the importance of working collaboratively and insist on embarking on interactive marketing campaigns single-handedly without consulting other members of the team.

It's extremely important not to fall into this treacherous trap, because not only will it lead to corporate discord and a lack of communication within your organisational structure, but it could, perhaps more importantly, result in sub-par marketing communications, which could ultimately negatively affect your bottom line and cause serious brand damage.

A recent study from Booz & Co highlights the importance of a cohesive marketing strategy suitable for the peculiarities of the interactive marketing sector.

"In a Web 2.0 world, taking part in that market isn't simply a matter of throwing some banner ads against a few likely websites and seeing what sticks," the study states.

"It demands a close collaboration between CMOs and CIOs to build technology to automate new marketing processes and provide real-time decision support."

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing

 

Ever wondered why the reach of your B2B marketing campaign is not as comprehensive as it ought to be?

Maybe this is because you are not fully exploiting all the tactics at your disposal, such as newsletters, which are an excellent way to keep clients engaged and lure prospects who are lurking in the shadows.

According to Mark Haslan, of Overnight Prints, when it comes to establishing yourself as an "industry thought leader", newsletters are among the most effective marketing strategies available to B2B marketing professionals.

"Companies can use newsletters to tackle common challenges faced by recipients while also marketing the sponsoring firm's products," he says, noting that newsletters are especially good for attracting B2B clients, as they are usually industry-specific.

Mr Haslan also stresses the importance of cultivating a relevant B2B mailing list of current and prospective clients, so any content that is sent out reaches its intended destination.

Also, make sure you don't forget to personalise newsletters, as this shows your clients that you have taken the time to tailor content specifically for them.

Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing