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Is 2013 the year of privacy? New European legislation is coming up, creating more and more restrictions, and the the fearsome "Right to be forgotten". One thing's for certain: privacy on the web is finally going mainstream, particularly among an unexpected demographic: teens and young adults. It's a dangerous game for marketeers and data gatherers. Hope for the best, and prepare for the worst. Presentation for STIMA: DATA DRIVEN MARKETING CONGRESS 2013 Customer insights, targetting and re-targetting, customer experience & engagement, big data, social insights, … What else do we have, or is small the new big? This year we look at how data can be the solution to your marketing problems. With cases from Barclays, Danone, Printemps (French Retailer), Thomas Cook, De Lijn, Damart, Lotus, Levis ("De kleurrijkste school") & Toyota. But also Tamara Gielen, Engagor, MyLex, Engage Digital, Sparklink and many more. (http://www.stima.be/sites/default/files/DDMC2013.pdf and http://www.stima.be/nl/agenda/data-driven-marketing-congress-2013)
Citation preview
DIGITAL MARKETING. AND THE LAW.
BY Matthias DOBBELAERE
(PARTNER AT LEGAL FIRM MYLEX) + (ICT-JURIST FOR BECOMMERCE) +
(BOARD MEMBER FEWEB)
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX
OR: HOW TO PROFIT FROM LAW?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
+ CONTENTS
INTELLECTUAL PROPERTY EMAIL MARKETING
+ Question?
PRIVACY
COOKIES
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
SOCIAL & BLOGGING
INFORMATION
Intellectual Property: Why Should I Care?
COPYRIGHT & TRADEMARKS
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
GOOD
NEWS FIRST.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
THE LAW
CAN BE ON YOUR SIDE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
© IS FREE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
(!) CRUCIAL:
TRANSFER OF IP RIGHTS
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
YOUR BRAND, YOUR REPUTATION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
HOW DO I inform?
INFORMATION, INFORMATION
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
INFORM YOUR USER/SUBSCRIBER AND BE TRANSPARENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
LEGAL OBLIGATIONS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
NOT SUFFICIENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
NOT SUFFICIENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
LIKE IT SHOULD BE:
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
NOT SUFFICIENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
NOT SUFFICIENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
PRIVACY. FOR LOSERS?
PRIVACY
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
I've never looked through a keyhole
without finding someone was looking back.
Judy GARLAND.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
PRIVACY COLLECT WITH CARE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
PRIVACY COLLECT WITH CARE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
PERSONAL DATA?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
NAME, EMAIL, PIC, ADDRESS, ....
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
BUT ALSO…
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
82.167.189.52
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
1 “fairly and lawfully”.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
2 “legitimate purposes”.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
3 “SPECIFICALLY DEFINED”.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
4 “adequate, relevant and
not excessive”.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
TYPES OF DATA.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
NON- SENSITIVE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
AND SENSITIVE DATA.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
MOBILE APP COLLECTING.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
SOCIAL MEDIA COLLECTING.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
LOCATION BASED DATA.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
THIRD PARTY SERVICES: FOURSQUARE, ...
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
SELLING ID DATA?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
RULE OF THE MARKETEER.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
AND THE LEGAL RULE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
LESS IS MORE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
AND WHAT ABOUT THE FUTURE?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
STRICT FUTURE EU-LEGISLATION
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
GOOD NEWS FIRST.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
LESS GOOD NEWS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
MORE LIABILITY.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
ICING ON THE CAKE…
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
‘THE RIGHT TO BE FORGOTTEN’.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
SOCIAL MEDIA: PRIMERY TARGET.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
CAUTION NOT DEFINED!
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
= ENTERPRISE, CLUBS, ...
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
RECIPE FOR DISASTER.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
OH, IT’s JUST SPAM.
EMAIL MARKETING
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
ASK YOURSELF.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
FOND OF SPAM?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
TRUST Is everything.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
THIS SHOULD BE IN YOUR EMAIL:
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
1. IDENTITIES:
MARKETEER + CLIENT
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
2. TRANSPARENT INFO & URL
TO UNSUBSCRIBE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
DON’T BE EVIL.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
HASSLE TO UNSUBSCRIBE?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
= BAD REPUTATION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
SOCIAL EVERYWHERE.
ABOUT BLOGGING & SOCIAL MEDIA.
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
GREAT TOOLS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
GREAT TOOLS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
DRAFT A SPECIFIC PRIVACY
STATEMENT FOR YOUR PAGE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
PLAY NICE WITH PAID CONTENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
AGAIN: TRANSPARENCY IS KEY.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
CAUTION WITH FACEBOOK CONTESTS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
CREATE A SEPERATE FB-APP!
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
NOT ALL COOKIES TASTE GOOD.
COOKIES. AND CONSENT.
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
TYPES OF COOKIES?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
BELGIAN LEGISLATION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
IMPLICIT CONSENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
EXPLICIT CONSENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
VIA BROWSER?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
DUTCH LEGISLATION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
EXPLICIT CONSENT!
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
STRICT REGIME: CHAOS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
COOKIE MOBILE APP: COMING SOON
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
CHECK COOKIERECHT.BE
COOKIE MOBILE APP: COMING SOON
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
CHECK COOKIERECHT.BE
SCREENS
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
FREE APP WWW.COOKIEAPP.EU
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
CHECK COOKIERECHT.BE
+ LAW IS A MARKETING TOOL.
TELL ME MORE!
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
LAW AND MARKETING:
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
USE LAW AS A MARKETING TOOL.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
DON’T HIDE LEGAL INFORMATION:
MAKE THEM READABLE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
NOT EVERYONE TRUSTS YOU/YOUR ONLINE CAMPAIGN.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
SO, GIVE them reassurance.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
+ NO SPELLING MISTAKES.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
+ NO CONFUSION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
+ NO CHEAP DESIGN.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
+ NO LEGAL UNCERTAINTY.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
= MORE CONVERSION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
ASK NOT WHAT YOU CAN DO FOR THE LAW.
ASK WHAT THE LAW CAN DO FOR YOU.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
Q&A BY MATTHIAS DOBBELAERE
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PARTNER AT MYLEX, ICT-JURIST AT BECOMMERCE AND BOARD MEMBER FEWEB
FOLLOW US VIA TWITTER (@MYLEX) oR FACEBOOK (/MYLEX).
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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