Digital marketing audit.

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Equifax and the Wrath of Forced Opt-Ins

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Over the past decade, digital marketing pushed brands towards increasingly aggressive tactics. One such tactic was automatic opt-in. I used to just see these opt-ins for newsletters, but, more recently, I’m seeing this used for sales and add-ons. I assume these marketers want to get more active users, a more engaged audience, and more sales. But in my experience the ends don’t justify the means–in fact, this method isn’t even that effective. In 2017, marketers need to ask, “Is an automatic opt-in the best tactic for my clients?”

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