In 2017, May 10 was declared the annual ‘Chinese Brands Day’ as the Chinese government, keen to build the country’s influence internationally, looked to help promote ‘Made In China’ brands. Here, Doreen Wang gives her thoughts on the impact of the initiative just after its first anniversary and looks at how Chinese brands focus on growth.
How ‘diverse’ are your marketing teams? Are they viewing a campaign’s creativity from a multi-cultural, gender-fluid, age/ability-inclusive perspective? Or is there still an insensitive slant towards sweeping generalisation in your marketing messages? Lucy Smith calls for more diverse marketing and shows how and why your care and regard for all minority groups and segments can enhance your business reputation and customer loyalty.
Mark Thomson shares his expert ideas for start-ups and those who are planning their content marketing strategy – showing the way forward through use of the varying tools of the trade.
Ads that once gained traction across the world can now seem astonishingly sexist as society changes and we now baulk at blanket stereotyping – what might have been suitable THEN is simply not good enough any more. Accordingly, changes to regulations continue. Here, Nick Breen and Caroline O’Doherty describe the impact of a proposed new rule that will govern stereotyping advertising in the UK.
Take another look beyond the ‘big’ at your historic, ‘old’ data – you might be surprised to see how well it can be leveraged to take your marketing campaigns onto another level. Michael Deane has tips to show how better results can be achieved.
Counterfeit goods trading is damaging brands, research from MarkMonitor shows, with almost half of brands reporting lost sales revenue as a result of fraud. More than half of the survey respondents agree that keeping a brand safe will become increasingly difficult over the next five years, with challenges coming from the areas of AI, the dark web and augmented reality. Chrissie Jamieson has advice on keeping your business reputation intact.
GDPR became law on May 25, 2018. How did marketers react? How did the general public react? Here’s a round-up of surveys, polls and opinions about the GDPR opt-in opt-out preparations and the way ahead.
If marketers in the US want to continue selling into the world’s largest digital single market, they need to figure out carefully how the new General Data Protection Regulation affects their database . . . or they are in for a nasty GDPR shock, says Ardi Kolah.
Here it is! Everything you need to know about the GDPR, from what it is to how it affects you and your brand/business – wherever you are in the world. We have put together a full GDPR resource – a complete guide to the General Data Protection Regulation and how to make sure you comply with the new law, both before and after its enforcement date, 25 May 2018.
Keeping data clean is at the core of compliance and competitiveness, says Stuart Huke. And the professionals who are focused on data quality are now at the top table of businesses across the UK and Europe – thanks to the GDPR spotlight.