By Eric J . Troutman
REGULATORY CHANGES
WINTER IS COMING
5THINGS SMART MARKETERS ARE DOING
RIGHT NOW
To Prepare For The Big Changes Likely Coming Down From Regulators
By Eric J . Troutman
THE winter of marketing discontent is just around the corner . And the wise and prudent business owner is always scanning the distant horizon for the coming storm .
While the foolish tend to stay flatfooted and deny that change is coming right up until they are swept away , smart companies are always ready to make adjustments .
I will be deep diving into the massive regulatory changes coming out of the FCC and FTC in a few weeks at contact . io — I ’ m incredibly excited for that show — but in the meantime , here are five things smart marketers are doing right now to prepare for the coming storm :
1 . STOPPING PRERECORDED MARKETING CALLS ON PURCHASED LEADS
When the FTC makes a straightforward statement — such as “[ a ] business can ’ t send you robocalls if they got your contact information from someone else ”— you have to take notice . Yes , it was * cough * informal guidance provided over a social media post , but it also represents a clear change in the approach being applied by the primary regulator governing the content and method of telemarketing in this nation .
Smart companies can detect the proverbial handwriting on the wall and adjust . Even if the FTC ’ s action is not yet actually the law , the Commission has plainly called its
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