New IPM guidelines on digital

September 29, 2011

The IPM has worked with member digital agency Kieon to draw up some guidelines for brand owners and agencies looking at running promotions online.

The guidelines, which are now available in the Best Practice area of the IPM website, are intended to help marketers better understand the technicalities of online and mobile marketing.

They are not meant to replace legal advice or copy clearance: instead, the idea is that they will help clients ask the experts the right questions, and better understand the answers they get.

They have been developed in response to increasing demands from IPM members and non-members alike for help with online and mobile promotions.

Brand owners and agencies can access huge and global audiences at the click of a mouse. But the ease with which they can communicate with the world is also the very reason why they must take great care with the detail of their promotions.

Any flaws in the mechanics will be spotted and will spread around the world at the click of a mouse.

The IPM and Kieon will be updating the guidelines regularly to reflect developments in digital and mobile technology. Case studies will be added on a regular basis.