7 Legal Advice That You must Implement in A Digital Marketing Strategy
Digital marketing has become a very powerful tool for companies both for its scope and costs, however it is important to know and apply legal rules that apply:
Absence of legal information
Although it is logical that it must be implicit for every website, we have seen in our competition research, the absence of basic legal information of the campaign maker, information management policy or contact form if a problem arises with the product or service that is offered. Our advice : include legal information as a minimum report: company name, address, e-mail (and any other means of contact), information management policy, sales policy or returns.
One of the peculiarities of a poorly planned online strategy is that, to the economic damage of an infraction, it is necessary to add the possible damage to the reputation, cases for example: bad handling of a response in social networks, the bad information of sales on the part of an official, or lack of information in the delivery of a product that is purchased in another city or country, generates loss of credibility. Our advice: manage any complaint well and promptly.
Management of external database
Cases that we see daily where companies want to start a digital campaign with a database purchased for very little money without verification of the real data, which may involve a demand for information management and be cataloged as a SPAM provider by national postal servers and international. Our advice : Require that they give you the written consent of those included in the database.
You can only send commercial information if you ask for express authorization or if you have a direct business relationship with the company. If the relationship is indirect, you may have problems. Our advice : you must have a form where the user is clearly asked for authorization to send information for commercial purposes, with a visible box that is not pre-marked. In addition, you must register the database file, clarifying what it is going to be used for.
When we recommend our clients, it is to publish very specific clauses of merchandise or money, either partially or totally, being in all cases, adjusted to the legal regulations and Our advice: purchases must respect the regulations of the rights of consumers and users because , if not, consumer protection agencies can make a claim against your company.
Not knowing the conditions of the sale
You must be very attentive to the regulatory changes that occur constantly in matters of sale, returns or guarantees issued by the superintendence of industry and commerce; for example: "The right of withdrawal (law 1480 of 2011, article 47) is the faculty that gives the consumer the possibility to repent or desist from a purchase made." Our advice: inform yourself well of the rights of the consumer, the final price of your products plus taxes, shipping costs, et cetera. And, of course, remember that the legal conditions of purchase cannot violate the rights of the consumer.
Beware of social networks
Another legal conflict that often happens is the lack of importance derived from the commercial use of social networks, cases such as user complaints, account theft, which causes an important prejudice, since to unblock them, a judicial procedure must be filed. Result tends to dilate a couple of months. Our advice : value the importance of social networks as a means of communication, interaction and brand positioning for your company, dedicate time and resources to its proper administration. Create youre Digital Marketing Strategy Now
