Direct marketing compliance a possibility with AI-driven solution

Direct marketing compliance a possibility with AI-driven solution

The increasing number of spam calls, complaints from consumers and mounting pressure from the Information Regulator to crack down on unsolicited or cold calling consumers, means that direct marketers need to find more compliant ways to reach their audiences. The Information Regulator, Pansy Tlakula has indicated that legislation, through the publication of a guidance note, is imminent, and will classify telemarketing as electronic communication that must adhere to the Protection of Personal Information Act (POPIA).

According to Charl van Vollenhoven, Chief Infrastructure Officer at Saicom, there is a solution.

Saicom’s OmniContact platform not only enhances customer communication strategies, but has the added benefit of ensuring compliance with POPIA’s stringent regulations against unsolicited electronic communications.

“The POPI Act has a profound effect on direct- and tele-marketing, as it not only changes how companies interact with potential customers but also how they collect and handle personal information. Companies must prioritise data protection and privacy in their operations, which can lead to a more respectful and responsible marketing environment.’ adds van Vollenhoven.

OmniContact has been designed to assist direct marketers in navigating the complexities of POPIA, providing a much needed framework for ethical marketing practices. By leveraging advanced AI tools and scalable cloud technology, OmniContact empowers businesses to engage with customers more effectively while respecting their privacy and consent preferences.

The platform’s ability to automate repetitive tasks reduces manual data entry, minimising the risk of human error that could lead to data breaches or non-compliance. Through its built-to-scale infrastructure, and powered by Microsoft Azure, OmniContact ensures that as businesses grow, their contact management system can grow with them, maintaining compliance regardless of the size of the operation.

Adds van Vollenhoven, “for marketers, this means they can personalise interactions and stay engaged with their contacts without violating POPIA’s regulations. The system provides valuable insights into contact interactions, allowing marketers to adjust their strategies for better results while adhering to legal requirements.”

Additionally, the one-product, one-price approach of OmniContact ensures that every user has access to all features, eliminating the complexity of compliance across different levels of service. This unified approach simplifies the management of direct marketing campaigns, making it easier for businesses to remain compliant while conducting effective marketing efforts.

POPIA has ushered in a new era of data protection in South Africa, significantly impacting direct marketing companies. The shift from the previous “opt-out” system under the Consumer Protection Act means that direct marketers must now obtain explicit consent before engaging in electronic communication for promotional purposes. The act sets stringent guidelines on how personal information can be obtained and processed, balancing the interests of businesses and the privacy rights of individuals.

“For direct marketing companies, this means re-evaluating their strategies and data management practices. It means ensuring that their databases are updated with the consent status of individuals and that their marketing campaigns are targeted only at those who have expressed interest. With OmniContact, marketers will be able to better segment and target their audiences, ensuring compliance, and engagement.” concludes van Vollenhoven.

We want to hear from you!

Engage and Connect with us.

How do you handle customer communication while ensuring compliance with POPIA

We want to hear from you!

Follow Us