Despite cultural and economic differences, new research shows consumers around the world take a similarly pragmatic approach to sharing their data. Jed Mole analyses the results of the study into how the global customer perceives data collection, how they view their data privacy and the value they place on their data use.
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.
Intriguing differences among global shoppers have been revealed in the iVend Retail’s 2018 Global Path to Purchase Report. Mia Farber examines the insights and shows that by varying your marketing strategies to suit your audience, you can significantly increase revenues and build customer loyalty . . . globally.
It’s a quandary currently causing anguish for American law-makers: Should the US government (aiming to track and rout terrorists and fraudsters) have the power to search email data that’s stored on a server in another country? Or would this open the floodgates for international ‘snooping’ and thus be a potential violation of personal data privacy? How seriously would global business be affected if data no longer feels secure and protected across borders? Robert Howells investigates the facts, weighs up the pros and cons and worries about the future . . .
Global spending on native ads is predicted to hit $85.5bn a year within the next two years; it’s a format that is deemed to offer a more appealing and engaging user experience and is thus rapidly growing in popularity among marketers and brands – likely to overtake banner ads as the field leader in display advertising. Here’s a glimpse into tomorrow’s digital ad world and what the more creative, relevant and editorially compelling native advertising 2020 could add up to.
In what will also make interesting reading for those following the row over the new transatlantic Privacy Shield pact, most people would rather rather have companies in fellow EU countries handle their data, than non-EU regions.
Some 42% of UK workers would trust EU countries to host their data, compared to 22% of those outside the EU.
Of all the EU countries that were asked in the survey (UK, Germany, France), Germany scored the highest (26%), followed by France (21%) and the UK (20%). The Spanish, on just 6%, were bottom of the pile, suggesting that, while Spain might be a popular holiday destination, few are willing to entrust the country with their personal information.
The Germans have one of the toughest data protection regimes in the world, and at one time its MEPs were demanding that the EU General Data Protection Regulation (GDPR) should go further. It also outlawed cold telemarketing back in 2010, meaning consumers have to opt in to receive calls.
The results are a part of a larger report released by Blue Coat Systems, into who do Europeans trust with their data on Dropbox, Gmail and the like.
Robert Arandjelovic (pictured), director of product marketing EMEA at Blue Coat Systems, said: “The EU regulatory landscape is set to radically change with the introduction of the GDPR legislation and this research highlights the level of distrust in countries outside the EU.
“Respondents prefer to keep their data within the EU, supporting new European data protection legislation. More concerning is the fact that almost half of respondents would trust any country to store their data, indicating too many employees simply don’t pay enough attention to where their work data is held.”
Marc Schillaci says international ecommerce is growing at an incredible rate and represents a real opportunity for SMEs.
Almost a half a million female and ethnic minority jobseekers in the finance and IT sectors in the UK will not be considered for roles purely because of the name on their CV, reports headhunting platform Nottx.com The platform – which launched this year in the UK and US – says that even though employment in finance and…
Cross-device and measurement are top of mind for media buyers in Europe, research shows.
Media professionals are collaborating more in their vendor selection process and show increased desire for personalised media solutions, finds digital marketing specialist, Conversant – which has released a study giving insight into the planning and buying processes for digital media across the UK, France and Germany.
Digital media planning and buying are increasingly complex, posing significant challenges and opportunities for buyers and sellers alike. Digital budgets are continuing to grow at double digit rates, with increasing adoption of mobile and video. Buyers in charge of large budgets show stronger interest in mobile, video and social than buyers who spend less than €5 million.
Mobile and video show strong adoption
The study found virtually all (94 per cent) media professionals surveyed used display in the last year. Mobile and video also showed very strong adoption, at 90 per cent and 76 per cent respectively.
While just a few years ago social media led buyer interest, the topic has fallen significantly in the rankings in favour of cross-device and measurement.
Oded Benyo (pictured), president of Conversant Europe, said: “The agency media landscape is highly competitive and highly collaborative, with professionals demanding more from their media spend.
“They are increasingly turning to companies to provide true cross-device marketing. Professionals are no longer looking for cross-platform campaigns, they’re looking for fully integrated, cross-device delivery to identify consumers and target them individually.”
Media professionals all agree on cross-device advertising
Of the media professionals surveyed, many expressed interest in learning more about topics including personalised creative and mobile advertising. However, cross-device advertising was a common theme, as the topic was among the top two areas of interest for professionals in France, Germany and the UK.
Other key findings of the study, conducted in Q3 2014 by independent research company, Research Now, include:
The study was among media professionals at large and mid-sized agencies. A total of 306 respondents completed the full survey. The full study, ‘How the Media Buying Process Really Works,‘ can be downloaded here.
Online sales set to account for close to a quarter of all Christmas spend in the UK, with the average household forecast to splash out a total of £775 on the festive season. Mobile shopping is expected to grow by 301% year-over-year.
UK shoppers are set to spend a record £74.3billion in the run-up to Christmas, with almost one in four pounds expected to be spent online, according to research commissioned by digital offer marketplace RetailMeNot – operator of VoucherCodes.co.uk. The study, conducted by the Centre for Retail Research, forecasts that online sales at Christmas will grow by 19.5% to £17.4 billion this year, compared to £14.5 billion in 2013.
On the high street, shoppers are expected to spend £56.9billion this year, but as Christmas Day draws closer, the proportion of online retail sales is likely to increase as consumers turn to the web to escape the crowds. As such, e-commerce is predicted to account for 23.4% of Christmas sales this year, up from 20% in 2013, while bricks-and-mortar sales are expected to decline by 2.1%.
Mobile shoppers to drive increase in Christmas spend
With Brits increasingly using tablets and smartphones to shop, mobile purchases are expected to account for over a quarter (29.8%) of all online Christmas sales, up 301% compared to last year, and representing a total of £5.2 bn, almost twice as much as the Germans (£2.9bn) and nearly three times higher than in France (£1.8 bn)
Although the PC is still the killer outbound channel for Christmas shopping, with a predicted £12.2 billion to be spent by Brits, tablets and smartphones are increasingly important. This year, tablets are expected to account for £2.1 billion of all Christmas sales, while smartphones are expected to account for £3 billion, representing 18% of all online sales. Brits are set to have the highest share of online and mobile shopping in Europe this Christmas (23.4% and 29.8% respectively) and are even ahead of the US, where 18.7% of the Christmas shopping will be done online, of which 28.4% is projected to be mobile.
Giulio Montemagno, senior vice-president of international at RetailMeNot, said: “Retail spending in the weeks before Christmas is the most important period of trading for retailers both online and offline. Retailers, particularly of specialist merchandise, will often take 20% or more of their sales in this period.
“This Christmas looks set to be a bumper year for online retailers as a record number of consumers will be turning to the web to order gifts. With shoppers spending 23 pennies out of every pound online, retailers must ensure that they are appealing to consumers through mobile and tablet devices. The study reveals that almost 30% of all online Christmas sales will occur on mobile this year and in such a competitive retail environment it’s more important than ever that retailers have a solid mobile strategy in place to target shoppers as they shop online or in-store.”
Brits set to be biggest Christmas spenders in Europe
The international study also found that British shoppers are likely to be the highest spenders during the Christmas season in Europe, with a total projected spend of £74.3billion, followed by the Germans (£61.2billion) and the French (£54.9billion). UK Households are expected to spend on average £459 on gifts, £172 above the European average and £22 ahead of the US.