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What the FCC's new robocall rules mean for your company's marketing efforts

Katherine Noyes | June 22, 2015
Marketers now face tougher restrictions on their use of "robocalls" and other automated telemarketing techniques thanks to a new set of declaratory rulings issued by the FCC on Thursday.

Businesses, in turn, will leverage analytics to target only willing customers while leaving others alone, he suggested.

"At that point, the robocall will cease to be a nuisance and the vendor will look more like a trusted advisor," he said. "The necessary technology is already beginning to appear on the market."

Yet while the FCC's new rules offer a step forward for the protection of consumers, they do little to protect businesses at the receiving end of such robocalls in the B2B world, said John Busby, a senior vice president with Marchex, which offers what it calls "Clean Call" spam-blocking technology in its call analytics platform for businesses.

Marchex estimates that robocalling has generated 100 million toll-free calls to businesses this year alone, costing them an estimated $1 billion in phone charges and billions more in lost productivity.

"Say you work in a call center and you get interrupted for three or four minutes by an unwanted call," he explained. "That costs a business real money."

 

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