The Protection of Personal Information (PoPI) Act has been signed into law and will soon be implemented. Companies will have a one-year grace period to become compliant.
Compliant databases
This has put the spotlight on opt-in marketing databases. Because these are a vital source of prospects and targeted leads for direct marketing campaigns, it’s critical for B2B companies to ensure they develop databases of clients — fully POPI compliant opt-in prospects who have given permission to be contacted for marketing purposes – that can be used in email, SMS and telephone marketing.
Related: Getting to Grips with POPI
Engaging content grows databases
That’s where content marketing comes in. Because POPI compliance is a steep, uphill climb for marketers it’s more important now than ever before to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing customer behaviour.
Integrating content marketing into your overall marketing plan is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a defined audience, and to drive profitable customer action.
