New research suggests not, but the findings from the UK DMA’s email marketing post-GDPR survey are explored here by Rachel Aldighieri, who reveals that email is consumers’ preferred marketing channel and discusses why marketers must keep the message simple.
‘People do business with people they know’ is an old adage that still rings true. Similarly, people respond better to reviews and ratings posted online by family and friends; people they trust. So it makes sense in this modern world to ensure you are making the most of user-generated content (UGC) – that your happy customers are interacting with UGC and thus encouraging like-minded potential customers to your product or service. Here’s how to get the best from UGC.
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.
With disruption continuing in all areas of marketing, transparency is the key driver of this change – the industry must reinvent the advertising model around ethically driven business practices, says Ben Humphry. The problem is twofold: marketers question visability and viewability and complain they are in the dark about ad buying results (were they great or were they faked?); meanwhile consumers fear they are being commoditised via their data . . . so resort to ad-blocking. Trust is eroding on both sides. Thus, adtech ethics must shift from concern to action – here’s how.
Since GDPR came into force and with ever-tightening rules surrounding data collection and the data user, marketers are being urged to be more ethical, less intrusive. But Ardi Kolah argues that the issue is not about marketers’ sensitivity – or the lack of it – but with our own deepening digital trust.
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.
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.