Many businesses in Africa and abroad use direct marketing very effectively to onboard well-targeted customers and hit their growth quotas. While direct marketing has many benefits, consumers have become extremely fatigued by the cavalier nature in which businesses share their data without consent and the unsolicited nature of the campaigns (cold SMS/call). As a result, regulations like POPI and GDPR have been created to protect consumers. When POPIA is enacted, many businesses are going to have serious growth challenges because they don’t have alternative strategies to their direct marketing lead generation campaigns in place.

A compliant alternative is partnerships with other businesses, who can deliver a consent-based direct marketing channel to their existing customers.

The challenge is to make partnership marketing simple, quick and effective. The platform protects both parties from IP and privacy risks, creates the ability to overlay relevant segmentation and targeting parameters to enable advanced audience profiling and even makes ROI attribution possible.