Our company has signed up marketing people who offer digital marketing. Our CEO is adding experts in artificial intelligence and behavioral analytics to our marketing department. As the Compliance Manager, I am concerned.
I came here from an online lender, so I am not naïve about online marketing tools. Digital marketing is mostly a fancy name for online marketing, meaning the leverage of numerous channels such as resources for behavioral modeling, search engines, social media, all kinds of websites, emails, text messages, and a host of multimedia. This is a veritable forest of minefields governed by regulations.
I get it! We need digital marketing for brand awareness and to generate business. Most consumers these days expect a branded, online presence. But the stakes are high, especially because the ability to police digital marketers is ridiculously labor intensive.
However, the CFPB has recently been making lots of noise about digital marketing providers. It is going to hold digital marketing providers liable for UDAAP violations – and now we’re going to employ these people right here in my company! I’m worried about the implications. I need some insight into what to expect.
What are the implications for hiring digital marketers or using digital marketing providers?
