Thursday, May 16, 2013

Updated Child Online Privacy Rule Starts in July

Despite pleas for delay from the Direct Marketing Association (DMA) and 18 other trade associations, the Federal Trade Commission (FTC) has rejected any extension on implementation of the updated Children's Online Privacy Protection Act (COPPA). The updated rule goes into effect this July 1. The trade associations are concerned about compliance with changes, such as an expanded definition of "personal information," which they hold will require more time to overhaul products and services. The DMA also expressed concern over an amendment holding companies legally responsible for third-party data services providers' compliance failures. The FTC responded that the trade groups have been on notice since the beginning of the rule-making process more than three years ago and have had six months to implement changes since the final December 2012 COPPA amendments. Changes affect parental notice, obtaining parental consent, confidentiality of personal information, safe harbors, and expanded definitions of "personal information," "website or online service directed to children," and "operator" of children-directed sites or services. For more on the updated COPPA, go to http://www.mondaq.com/unitedstates/x/239632/Data+Protection+Privacy/FTCs+Revised+COPPA+Rules+Go+Into+Effect+July+1+2013

Tuesday, May 14, 2013

Survey: Most Small Businesses Use Mobile Marketing

Seven in 10 small businesses are using mobile in their marketing mix, according to a recent poll by Constant Contact, a provider of e-mail, event and social media marketing tools for small businesses. How were the small firms incorporating mobile in their admittedly tight marketing budgets? Over 70% reported using mobile with their social media marketing and e-mail marketing. Close to 45% included mobile in advertising via social platforms, and 34% had mobile-optimized websites. Much smaller shares, 18% each, said they used mobile- or tablet-based POS payments or mobile-app management of operators. Of those with mobile-optimized websites, 70% included social media enabling and a large portion included menu information (44%) and product listings (40%) for mobile users. If you are a small business and haven't taken advantage of reaching out to mobile customers, you are behind the curve. If your excuse is like that of the majority of non-mobile small businesses polled, who were ignoring mobile because they didn't think customers were interested, consider these facts: Mobile phones are projected to equal the world population by 2014, and 57% of U.S. consumers own a smartphone now. Mobile is becoming a preferred communication channel for too many consumers to risk ignoring its marketing potential. For more on the survey results, see the eMarketer report at http://www.emarketer.com/Article/Small-Businesses-Work-Blend-Mobile-Social/1009887