CIM: why marketing spam is a now a dangerous norm
The Chartered Institute of Marketing (CIM) has released research highlighting the extent to which the general public is being bombarded with marketing materials.
42 percent of people surveyed say they receive marketing via social media at least once a day, and over a third (36 percent) receive calls once a week or more.
Although customers receive a high level of marketing materials, half of those who have ever received them say it is never relevant to them. Of those who receive promotional materials, it is most common to receive marketing about a hobby or interest they don’t have (61 percent) or for them to receive promotions for offers in areas they neither live in nor visit (35 percent).
Even more concerning is that over half (55 percent) of people receiving promotional material believe the majority of these organisations obtained their contact details without their consent.
CIM’s research also revealed the sectors that are the most and least trusted when it comes to data management. The lowest ranking sectors are fast moving consumer goods* – only one percent deem them trustworthy, followed by media, including publishers (two percent).
Meanwhile there was some positive recognition for the work of financial services (34 percent), healthcare and pharmaceuticals (25 percent) and professional and business services (16 percent) on the way they manage people’s data.
Chris Daly, Chief Executive of the Chartered Institute of Marketing, comments: “What’s most worrying about these results is that they are unsurprising. In our interconnected, 'always on' world, being bombarded with irrelevant materials has become the expected or the norm. It's not good enough and it's eroding the trust between customers and businesses. We need to act now and this is why we are asking organisations to take the Data Right pledge, to commit to showing greater respect and accountability to their customers.
“Businesses have a responsibility to their customers to be transparent, respectful and clear about how they use their personal information. Not only is this best data practice, but it ultimately will help consumers feel more confident and enjoy the benefits of sharing more personal data with businesses. The more data is shared, the easier it is for companies to provide relevant, targeted communications to consumers. But until businesses step up and show their commitment to best practice, they risk alienating their customers and damaging their brand.”
CIM’s Data Right pledge asks businesses to commit to do four key things:
- Be clear: businesses should tell consumers how and when they will use their data
- Show respect: companies need to ensure trust, honesty and accountability are at the heart of the relationship with their customers
- Be in the know: businesses need to continually familiarise themselves with the dos and don’ts of data rights and the law, such as the upcoming changes due to new GDPR legislation, and best practice
- Show the benefits: businesses must help customers understand how data collection can benefit them
Expo 2020: SAP Ariba to Digitise and Automate Procurement
Expo 2020, a World Expo that is set to be hosted by Dubai in the United Arab Emirates (UAE), was originally scheduled to run from 20th October 2020 until 10th April 2021, but, as with just about everything in the world of supply chain, the COVID-19 pandemic forced event organisers to postpone the highly-anticipated get-together. The new date for the Expo, which will be hosted in the Dubai Exhibition Centre, spanning across a 438-hectare space, is Friday 1st October, until 31st March 2022. But, there will be limitations to who can and cannot attend the event, so SAP has stepped in to fix the problem.
What is Expo 2020?
‘Expo 2020 and SAP have run a series of onboarding summits for Expo’s valued supply chain network. As Expo’s procurement needs shift from construction to interior fit-outs, facilities management and technology services, Expo 2020 and SAP will continue to provide ongoing one-on-one support, including a dedicated helpdesk, to guide suppliers throughout the evolution to digital transactions and processes.
Expo 2020 Dubai, which will open its doors to the world from 1st October 2021 to 31st March 2022, is the first World Expo and only the second mega-event to secure a Procurement Excellence Award from the Chartered Institute of Procurement & Supply.’
SAP Ariba’s Solution
In a recent announcement, it was told that more than 25,000 of Expo 2020 Dubai’s local and global suppliers would benefit from a real-time, unified digital procurement and payment platform, thanks to technology provided by SAP, the events Innovative Enterprise Software Partner.
The solution, provided by SAP Ariba, will supposedly fully digitise and automate the procure-to-pay lifecycle, providing a streamlined digital experience for Expo 2020’s suppliers while simultaneously enhancing transparency and efficiency across the event’s global supply chain. ‘The global technology company’s cloud-based SAP Ariba procurement solutions run on its UAE public cloud data centre and connect to Ariba Network enabling buyers and suppliers to connect and transact’, according to SAP.
Mohammed AlHashmi, Chief Technology Officer, Expo 2020 Dubai, said: ‘Expo 2020 is a long-term investment in the future that aims to enhance opportunities for sustainable business connectivity and growth in both domestic and international economies. Our partnership with SAP is an example of what can be achieved with the invaluable support of our technology partners to host one of the most digitally advanced World Expos ever. The implementation of SAP Ariba solutions has transformed our end-to-end procure-to-pay cycle and helped set new standards of procurement automation for projects of this scale.’
Through SAP Ariba’s collaborative and mobile-friendly platform, any registered suppliers at Expo 2020 will be able to participate in sourcing events and the negotiation and signing of contracts; users will also be able to submit invoices and track payments in real-time. According to the platform, Expo 2020 has already transacted in excess of AED 1 billion on the platform, ‘highlighting its commitment to driving long-term business growth in the region and beyond, with a particular focus on small and medium enterprises (SMEs).’
Claudio Muruzabal, President of EMEA South, SAP, said: ‘Expo 2020 Dubai is demonstrating global best practices in digitising its procurement process with SAP Ariba solutions to help gain visibility into its spend, tighten collaboration with its suppliers, and achieve process automation, including completely paperless invoicing. Expo 2020 has already brought more than AED 1 billion in spend under management with SAP Ariba solutions.’