Offline marketing professionals should ensure that they strictly follow industry-wide best practice guidelines in order to achieve marketing success, an expert has advised.

Matti Alderson, chairman of the Direct Marketing Commission (DMC), stressed that businesses should make sure that they are clear on the best way to use consumer data.

“Regardless of the channel, marketers should be alerting consumers about the purpose for which their data is to be used and giving the appropriate privacy notices, [as well as] simple instructions on how to unsubscribe,” Ms Alderson commented.

She added that marketers should also highlight their contact details in an easy-to-read manner, so consumers can easily get in contact with them about anything they don’t understand.

Ms Alderson’s comments come following recent research from the DMC which revealed that despite an increase in data-related incidents, compliance with self regulatory rules and consumer complaints are on the increase across the industry.

Overall, the DMC found that direct marketing was the second most complained about sector, after the home shopping industry.
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