[Music]  Hello and welcome to Fulfillment dot com's educational vlog. My name is Adam Pifko and I'm the Vice President of Strategic Partnerships at DFO Global Performance Commerce. We're one of the world's leading performance  marketing companies, delivering superior ecommerce software marketing and brands to the world. I want to focus this vlog on how to build and scale your brand while maintaining a high level of  marketing compliance it can be done and it's easier than many  people believe it to be. It requires a marathon mindset not just short-lived money. The ability to reduce your exposure to risk via false and misleading claims and the ability to view your  content from your customer's perspective. The not so secret secret is, if you care about your customers and if you make one of your goals to  improve the lives around you, you'll find the results you're looking for. Revenue is critical but we'll explore a bit here today it shouldn't come at the cost of negligent compliance. In simple terms, marketing compliance is the rules and regulations that protect consumers from being lied to or misled or having  their privacy violated. It also governs how consumer data can be  used. There are a few things that harm businesses more than compliance violations, fines and other monetary penalties while  they may be steep  are the least of your worries here it's  the brand equity  and damage that's scarring in an  information rich world like ours it can  happen at lightning speed what's really lost in this scenario is  trust  the goodwill you've built with your customers your potential customers, your  employees, your business partners, your  stakeholders , all of it evaporates instantly it ties  up cash flow, funding, sales, hiring and it's a  difficult situation to recover from. So let's spend a moment on content  itself  content refers to the actual collateral  and tactics used in marketing  namely ads images descriptions  testing and scientific claims urgency  widgets  testimonials terms and conditions  privacy statements  and your website as a whole often  if something in this realm looks or  feels funny  you should ask yourself: can i  substantiate this claim, this future, this feature, this comment or this review depending on what your answer is you  should be prepared to go back to the  drawing board and ask yourself again  at the end of the day if you've made a  great product done the research and  applied critical thinking to your  marketing  there is no need to lie to your  consumers they'll convert good advertising pushes boundaries but  does so responsibly  the most common mistake we make in the  performance marketing industry are  typically related to deceptive  advertising or  inert inauthentic product information  these may include  scarcity claims you've seen those  countdown timers and  limited time tickers these are fine to  use if they're  real and authentic free shipping  promises  these require that customers are  informed of any shipping cost in advance  of making purchases  and that there are no hidden or  disguised fees  product origin and quality if something  is not stainless steel you can't market it as such  in the same realm if it's manufactured  in italy your marketing can't say it was  made in the united states  inauthentic founder or inventor claims  again just  stick with what you can substantiate if  you can prove it and it's real  great it should be good for marketing  testimonials and endorsements  this is a huge one and you see it  misused a lot  this is one many companies just don't  take seriously enough  marketing that gets portrayed is often  not typical experience of a user  testimonials should be comments from  real people  not that hard if you just want to be  compliant  so let's talk about scaling and scaling  while maintaining compliance believe it or not  it's possible  in order to make a lots of sales brands  need brands and products need to be seen  by lots of people this is where ad platforms come into  play and regarding compliance  dfo's chief commercial officer said it  best  so let me just read it traffic and ad  platforms like Google and Facebook have  built their own compliance technology  and hired armies of staff to enforce  their standards  legislation and law making still play a role but they can't keep up due to the  volume and speed at which e-commerce  moves  this is the reason why it's so important  for brands and companies to police  themselves in this area  it's easy to get caught up in the  e-commerce whirlwind especially when  using affiliates to scale  speaking of affiliates they're a great  way to help drive volume to your product  portfolio  and something we use for our own efforts  as well at dfo  there are a number of steps brands can take to ensure compliance with these  independent media buyers  like establishing your kyc or know your  custom know your clients know your  customers guidelines for all new partner  relationships keep in mind those brand  equity issues we talked about earlier  ensure brand guidelines are crystal  clear and disseminated immediately upon  establishing a new relationship  and lastly ensure your company's  internal compliance team is set up to  monitor not only your own marketing  but that of your partners this includes  all marketing assets like  ads pre-sales interstitials checkout  pages and more  we can even take it a step further when  scaling globally  when doing so keep these points in mind  compliance needs to be deeply embraced  both vertically and horizontally across  your organization  if project managers sales people  customer service  and everybody understands what's  appropriate as well as the writers and creatives  you'll be better off and anyone should  be able to  or be enabled to spot and catch  compliance issues  ensure your company and teams are up to date with the latest regulations and  standards  laws and practices change very quickly  and what is mandated by countries that  are not the United States often require jumping over a few hurdles or extra steps. Let's quickly recap the most important  things to remember: marketing compliance is crucial and often has longer lasting equity effects than just fines and penalties. Since content is king make sure it's compliant, avoid common mistakes by ensuring everything you're showing and  saying can be substantiated. Understanding how ad platforms work and  ensure media buying partners have clear  brand guidelines that's huge there are great untapped  markets outside of the United States  but they require know-how and  understanding of domestic regulatory laws and requirements in  order to be successful. That's it DFO is not only an affiliate  network and a performance marketing  agency  but we are an advertiser of our own products and brands too. This puts us in a unique position to  talk shop, share insights, and be helpful team that you can discuss  your challenges with  or bounce ideas off of. I'm personally happy to talk to just about anybody up or down the ecommerce value chain so  please don't hesitate to reach out to me on your preferred medium. Thanks for listening hope this benefits you, your organization and the industry as a  whole. Compliance is not that hard  so gear up for the fight and you'll be and you'll do just fine. Thanks, have a great one. Bye!  [Music]

Adam Pivko
Ecommerce Compliance

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