tag:econsultancy.com,2008:/topics/privacy-data-protection Latest Privacy & data protection content from Econsultancy 2018-04-26T15:08:47+01:00 tag:econsultancy.com,2008:Report/4785 2018-04-26T15:08:47+01:00 2018-04-26T15:08:47+01:00 A Marketer’s Guide to the Internet of Things <p><strong>A Marketer's Guide to the Internet of Things</strong> will demystify the Internet of Things (IoT), provide an update on the current adoption of IoT and explain how organisations can use IoT in marketing. </p> <p>It will explain the role of IoT as part of the trend towards ubiquitous computing and the opportunities that gives marketers to acquire data, develop products and services and add value to customers</p> <p>The report will: </p> <ul> <li>Help marketers establish an IoT point of view and opinion on how it might fit into their marketing plans. </li> <li>Provide an overall understanding of IoT and how it combines with other emerging technology trends.</li> <li>Make predictions on market size and the speed of adoption. </li> <li>Explore how and why IoT will transform the marketing of products and services and how it can be harnessed right now. </li> <li>Offer examples from different industries including retail, FMCG/CPG, financial services, utilities and telecommunications, travel, manufacturing and logistics, pharmaceutical and healthcare. </li> <li>Explain the breadth of opportunity afforded to brands, including revenues, brand extension, customer service and advertising. </li> <li>Discuss important considerations for designing a strategy. </li> <li>Propose a formula for IoT success.</li> </ul> <p>Econsultancy would like to thank the following people for their contribution to this report:</p> <ul> <li> <strong>Niall Murphy and Andy Hobsbawm</strong>, Co-founders, EVRYTHNG</li> <li> <strong>Josh Valman</strong>, CEO, RPD International</li> <li> <strong>Tom Wood</strong>, Managing Partner, Foolproof</li> <li> <strong>David Simmons</strong>, CTO and General Manager, Ping Asset Ltd</li> <li> <strong>Hans Nasemann</strong>, VP Major Appliances Asia Pacific, Electrolux</li> <li> <strong>Gerd Leonhard,</strong> CEO, The Futures Agency</li> <li> <strong>Mirko Giacco Michelangelo</strong>, Director of Commercial Operations and Digital, Vodafone Hungary</li> <li> <strong>James Chandler,</strong> Chief Marketing Officer, IAB UK</li> </ul> tag:econsultancy.com,2008:BlogPost/69976 2018-04-26T12:22:11+01:00 2018-04-26T12:22:11+01:00 What Facebook and Instagram's big API changes could mean for brands Patricio Robles <p>So what are the changes exactly?</p> <p>Facebook will now require apps that use the Pages, Events and Groups APIs to undergo an app review process. It is also limiting the information that can be obtained through these APIs.</p> <p><strong>Gone:</strong> the ability to use Facebook's Search API with users, pages, groups and events. <strong>Gone soon:</strong> the App Insights API.</p> <p>Facebook is also adding major restrictions to Facebook Login, which allows third parties to allow users to log in to their services using their Facebook accounts.</p> <p>It came to light last week that <a href="https://www.cnbc.com/2018/04/19/web-trackers-exploit-facebook-login-api-to-collect-user-data.html">hidden trackers were collecting data</a> made available through Facebook Login, so now, third parties can't obtain user information like education, work, relationship status and various interests, such as books, games and music, through Facebook Login. </p> <p>Finally, Facebook has sped up its <a href="https://www.engadget.com/2018/04/03/instagram-limits-user-data-access-unofficial-apps/">deprecation of its old Instagram API Platform</a>, which was originally slated to be killed off over the next two years.</p> <h3>The brand impact</h3> <p>In announcing the changes to its platform, Facebook stated “We never make these platform changes lightly, but at the same time, there's nothing more important to us than privacy and security. We know these changes are not easy and we regret any disruption caused, but we believe these updates will help strengthen trust in our broader developer ecosystem.”</p> <p>For brands that have built their own Facebook apps, or implemented Facebook Login, some of these changes could break key functionality. Of course, most brands active on Facebook haven't built their own apps using the Facebook and Instagram APIs, but many use third-party tools that rely on those APIs. For instance, brands frequently turn to third party services that allow them to more efficiently manage their Facebook Pages and Instagram accounts.</p> <p>Some of the changes that Facebook is making could conceivably impact these services. What's more, given the fact that the scrutiny of Facebook's collection and use of data likely isn't going to subside anytime soon, it's entirely possible if not probable that more changes could be coming.</p> <p>And while Facebook is the focus of the discussion around data, it isn't the only player making changes that could fundamentally alter how brands interact with social platforms. For instance, in a clear effort to address concerns over the use of bots to meddle in elections, Twitter earlier this year <a href="https://blog.twitter.com/developer/en_us/topics/tips/2018/automation-and-the-use-of-multiple-accounts.html">announced changes to its API platform</a> that will also impact legitimate services that help companies manage multiple accounts and automate some of their activities.</p> <p>Twitter this month <a href="https://techcrunch.com/2018/04/06/twitter-delays-api-change-that-could-break-tweetbot-twitterific-etc/">delayed</a> some of those changes to give third parties behind popular Twitter clients like Tweetbot and Twitterrific time to switch over to a new API, but that new API will still potentially leave them in a position where they can't offer their users, which include brands, functionality they offer today.</p> <p>With that in mind, the message is clear: to quote Bob Dylan, “the times they are a-changin'.” Facebook, Twitter and other social platforms are being forced to change how third parties interact with their services, and that means those third parties will have to change how they interact with their audiences on those services.</p> tag:econsultancy.com,2008:BlogPost/69980 2018-04-26T10:31:21+01:00 2018-04-26T10:31:21+01:00 A day in the life of... a Chief Privacy Officer (preparing for GDPR) Ben Davis <p><em>(As ever, remember to check out <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy Jobs</a> if you are looking for a new role yourself) </em></p> <h4> <em>Econsultancy:</em> How would you describe your job: What do you do?</h4> <p><em><strong>Ghita Harris-Newton:</strong></em> My job at Quantcast is to contribute to our mission of helping brands grow in the AI-era. A big part of that is ensuring we uphold industry-leading standards when it comes to protecting consumer privacy in all our activity, and safeguarding the data that we receive from our clients and partners. As Quantcast’s chief privacy officer, that’s where I’m focused.</p> <h4> <em>E:</em> Whereabouts do you sit within the organisation? Who do you report to?</h4> <p><em><strong>GHN:</strong></em> I’m part of our legal team based in the San Francisco office and reporting to Quantcast’s General Counsel, Michael Blum. </p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role?</h4> <p><em><strong>GHN: </strong></em>I’m a lawyer with an expertise in privacy and technology; as such I’m heavily involved in policy and industry work. It’s my job to understand the digital advertising ecosystem, especially its privacy laws and regulations.</p> <p>With GDPR coming into effect in May, Europe is obviously at the forefront for privacy laws right now. I therefore need an international understanding on how different governments, industry bodies and policies work, in additional to my legal training.</p> <p><img src="https://assets.econsultancy.com/images/0009/3929/Ghita_DITL_615__1_.png" alt="ghita harris-newton" width="615" height="308"></p> <h4> <em>E:</em> Tell us about a typical working day…</h4> <p><em><strong>GHN: </strong></em>Before work starts, I love heading to a morning yoga session. It has an amazing effect of centring me, enabling me to focus and commit to the day. Of course, my growing number of early-morning calls are making this difficult to keep up! But I at least try to get in a few minutes of yoga at home in the morning.</p> <p>One of the fun things about my job is that every day is different. Recently however, preparation for <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a> takes up the majority of my time. On a typical day, I start early with a conversation with one of our advertising or publishing clients who may not have a strong in-house legal team to provide guidance around the new laws. Everyone is questioning how GDPR will apply to them; it’s my job to be on top of the changes.</p> <p>From there, I try to meet with a variety of industry groups across the day. Right now I’m very active with the IAB Europe through participating in their GDPR working group. We are directly steering the IAB’s just-launched GDPR Transparency &amp; Consent Framework, something we all see as essential for the digital advertising and publishing industries come May 25th.</p> <p>I also make sure to touch base with internal teams as well. I’m in charge of a ‘Tiger Team’ of employees across Quantcast who are working on GDPR and privacy challenges. Regular catch ups across the team are essential to stay on top of priorities and ensure we all stay focused at the task at hand.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em><strong>GHN:</strong></em> I love the people I work with. We have a great team at Quantcast and I have really enjoyed getting to know my co-workers since I joined in 2016. </p> <p>Alongside this, it’s a fascinating time to be involved in the privacy sector, especially with personal data being such a hot topic. The space is constantly evolving and it’s interesting to join the dots between new technologies and their legal ramifications; that intersection means I have to stay on my toes and learn new things every day. I find that really exciting.</p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em><strong>GHN:</strong></em> At Quantcast we establish and communicate 'Wildly Important Goals' (WIGs) to make sure we remain focused on the company’s longer term priorities. Combined with that, we have three operating principles as a company: 'Customers First', 'Owning It', and 'Velocity' which are embedded across the way we work as an organisation. Together these make sure we’re all aligned and working toward the same goals while doing it in the right way.</p> <h4> <em>E:</em> What are your favourite tools to help you get the job done?</h4> <p><em><strong>GHN:</strong></em> I’m a sucker for Slack! It’s very easy to communicate with people quickly and it helps me escape the inbox time-sink. Reading industry news sites and  publications is also a very useful tool for me, specifically the IAPP’s website. It has a great daily digest for people invested in privacy in digital advertising, which helps to keep me up to date with wider industry conversations.</p> <h4> <em>E:</em> How did you land the role, and where might you go from here?</h4> <p><em><strong>GHN:</strong></em> I came to Quantcast from Yahoo! two years ago where I was leading the global privacy team. I had been at Yahoo! for six years and had a wonderful time, but I was interested in coming to a smaller company to develop a robust privacy programme. Working at Quantcast has enabled me to do that.</p> <p>The world is full of possibilities and currently, I’m happy my position at Quantcast and I’ll be looking stay within the privacy realm long into the future.</p> <h4> <em>E:</em> Is there a particular company you admire for their approach for GDPR?</h4> <p><em><strong>GHN:</strong></em> I really admire all the companies that have put the industry first and to some extent put their own interests to the side to work together collaboratively to develop the IAB Europe’s industry solution to GDPR. It’s easy to focus on just your own company and it takes great courage to collaborate across your sector to ensure a positive outcome for everybody.</p> <p><a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online"><img src="https://assets.econsultancy.com/images/0009/3749/Online_GDPR_course.png" alt="gdpr online course" width="614" height="214"></a></p> tag:econsultancy.com,2008:BlogPost/69966 2018-04-25T10:22:00+01:00 2018-04-25T10:22:00+01:00 GDPR: 15 (good & bad) examples of repermissioning emails & campaigns Ben Davis <p>In this article, I'm going to look at 15 examples of repermissioning campaigns from brands both big and small. But first, let's have a bit of background...</p> <p><em>(And remember that Econsultancy provides <a href="https://www.econsultancy.com/training/courses/gdpr-data-driven-marketing">face-to-face GDPR training for marketers</a>, as well as <a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online">online training</a>, and an excellent <a href="https://www.econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr">Marketer's Guide to the GDPR</a>)</em></p> <h3>Do you have to refresh your consents?</h3> <p>No.</p> <p>Lots of companies will be confident that they already comply with the GDPR. Others, such as in <a href="https://www.marketingweek.com/2017/07/05/wetherspoon-data-email-marketing-gdpr/">the infamous case of Wetherspoons</a>, have simply decided to delete email data, perhaps fearing non-compliance.</p> <p>However, lots of companies are repermissioning – those that aren't confident their consent process is up to the new standard, or don't have the appropriate records (necessary for the GDPR's burden of accountability) of who consented, when, where and to what.</p> <p>A brief note here that consent is, of course, not the only legal basis for processing personal data, but as we're dealing with marketing communications (which require consent under the PECR) there is no other legal basis to consider (we won't touch the slightly warmer potato of 'soft opt-ins' in this article).</p> <h3>What constitutes consent?</h3> <p>According to the GDPR, consent is "any freely given, specific, informed and unambiguous indication of the data subject's wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her"</p> <p>That phrase 'clear affirmative action' is arguably open to interpretation, and there is lots of debate about consent. But the ICO's guidance is pretty clear – "Consent requires a positive opt-in. Don’t use pre-ticked boxes or any other method of default consent."</p> <h3>How to refresh consents?</h3> <p>Fairly obviously, do not use email to repermission those who have <em>not</em> given some form of consent already. If individuals have opted out or unsubscribed already, you will likely be in breach of the PECR if you contact them by email again.</p> <p>It's worth pointing out that repermissioning doesn't have to be done with a broad brush. You can take different approaches with different customers, for example you may want to segment your database before undertaking phased repermissioning.</p> <p><a href="https://blog.ometria.com/gdpr-repermissioning-ecommerce-best-practice">A blog post</a> by automation company Ometria advises segmenting customers for repermissioning along the following lines: </p> <ul> <li>Opens emails and regularly buys</li> <li>Opens emails and infrequently buys</li> <li>Opens emails and clicks through to browse items</li> <li>Opens emails – no activity</li> <li>Receives email – no activity</li> <li>No activity after 6 months</li> <li>No activity after 12 months</li> <li>No activity after 18 months</li> </ul> <p>In this article we are mainly dealing with consent for email marketing, but marketers should think about what consents they want to refresh – cookies for example.</p> <p>The most important things to consider when constructing an email campaign are whether your privacy policy is well written, whether the consent mechanism you choose conforms to the definition of consent in the GDPR, and how to keep a record of these new consents (when, how, what etc.).</p> <h2>On to the examples!</h2> <h3>1. ASOS - bold and on-brand</h3> <p>As usual, ASOS' approach is impressive. The subject line is simple and clear - "The law is changing. Are you set to get your ASOS emails?"</p> <p>Take a look at the email content below. Lots of things stand out:</p> <ul> <li>There's a tickertape GIF at the top announcing "the law is changing" which helps to grab the attention of the recipient and impart the import of the message.</li> <li>A header says "Only get the emails you want from us", which lets the individual know they are in control.</li> <li>Funnily enough, the next line says "You're in control".</li> <li>There's then a clear blue button and call to action – "opt me in".</li> <li>Next the email lets me know what I am already opted in for, a nice touch, with a bit of copy and some icons to make it extra clear.</li> <li>Finally, there are three more calls to action in the footer – again the option to opt in, as well as to opt out and to update your preferences.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/3817/ASOS_opt_me_in.png" alt="asos opt in email" width="500" height="928"></p> <p>This email is by no means the only part of ASOS' comms effort around the GDPR. The retailer also has excellent pages on it website, such as <a href="http://www.asos.com/discover/contact-changes/">this one on contact changes</a>, as well as its updated <a href="http://www.asos.com/privacy-policy/">privacy policy</a>, featuring video content, clear headlines (in ASOS' tone of voice), and a concertinaed policy which is easy to digest.</p> <p>Bravo, ASOS.</p> <h3>2. Money Supermarket – a softer approach</h3> <p>The subject line on Money Supermarket's repermissioning email reads "[Name], don't forget to tell us if you still want our money-saving deals and tips".</p> <p>So far, so normal. It looks like this is a standard repermission email which will go on to ask the recipient to consent once again.</p> <p>But a look at the email content below reveals that Money Supermarket is asking those signed up to its emails to "let us know if you'd rather not get these emails from us any more". The call to action at the bottom is then to "update my preferences".</p> <p>Money Supermarket is not seeking consent from recipients of this mail, but giving a chance to check preferences and opt-out.</p> <p>It could be argued that this approach creates a catch-22 scenario – to opt-out, users have to be somewhat engaged with Money Supermarket emails, but it is the recipients that are <em>not</em> engaged with these emails that are most likely to want to opt out.</p> <p>I'm not arguing here that Money Supermarket has taken the wrong approach – the brand's marketers may well be confident that they already comply with the GDPR and are simply taking the opportunity to reconnect with their database and increase their awareness about their contact preferences. Such activity is a good idea.</p> <p>All this aside, the imagery and copy is nicely done.</p> <p><img src="https://assets.econsultancy.com/images/0009/3832/mse_optout_email.jpg" alt="money saving expert optin email" width="500"></p> <h3>3. Nucco Brain – confusing copy</h3> <p>To properly inform a data subject, companies must excel at clear, straightforward language (see the <a href="https://ico.org.uk/for-organisations/guide-to-data-protection/privacy-notices-transparency-and-control/how-should-you-write-a-privacy-notice/">ICO's guidance on privacy notices</a>). Though the ICO does say that privacy information should conform to house style, that shouldn't preclude clarity.</p> <p>In the example below from Nucco Brain, a London-based storytelling studio, the analogy between consent and of a cup of tea is stretched a little too far in my opinion.</p> <p>The subject line (not captured below) reads "GDPR is coming, and we’d still like to offer you a cup of tea". Read the full email and it is really is a bit wishy washy. Even the important question of whether recipient still want to receive emails is disguised by analogy – "would you like to keep drinking our cup of tea?"</p> <p>Whatever you think of this copy, it might not matter too much, as Nucco Brain takes the same approach as Money Supermarket, not asking for people to opt in, but to opt out. </p> <p><img src="https://assets.econsultancy.com/images/0009/3829/nucco_brain_gdpr_optin.jpg" alt="nucco brain optin email" width="500"></p> <h3>4. PwC – bang on the money</h3> <p>You wouldn't expect anything less from PwC, but its repermissioning email includes everything that the ICO would want to see. Namely:</p> <ul> <li>Description of what marketing emails may include</li> <li>The option to opt out within every marketing email</li> <li>A link to the PwC privacy statement</li> <li>Notice that transactional/servicing emails will be unaffected</li> <li>Right to withdraw consent at any time</li> <li>Notice that recipients will be opted out if they do not respond</li> <li>Two clear and equal-sized buttons to opt in or opt out</li> </ul> <p>Any marketer wanting to include all the right information in their repermissioning campaign would be wise the follow the lead of an email like this, in my opinion.</p> <p>Inkeeping with the brand, the subject line is professional and easy to understand, too.  </p> <p><img src="https://assets.econsultancy.com/images/0009/3867/pwc_repermissioning.png" alt="pwc repermissioning email" width="500"></p> <h3>5. Destination KX – confusing competition?</h3> <p>Destination KX is the newsletter for the newly happening Kings Cross area of London.</p> <p>The subject line for its repermissioning email is "We care about your data", which to me is a bit ambiguous. Once you open, however, there's a lovely clear message and call to action inside.</p> <p>But there's one issue for me – consenting to marketing is incentivised with entry into a competition to win two tickets to an event. Does this perhaps confuse the opt in slightly? Is it really unambiguous when the recipient may be more interested in winning than receiving marketing? The competition should really be open to all, whether they opt in or not, and that should be clear on the email.</p> <p>I'm not passing judgment here. But simply from the perspective of achieving clarity, the competition element doesn't seem ideal to me, even some may argue it's no different to the discounts that retailers offer to those signing up to email newsletters.</p> <p><img src="https://assets.econsultancy.com/images/0009/3825/kx_optin_email.jpg" alt="kings cross gdpr email" width="615" height="609"></p> <h3>6. South Western Railway – weak call to action</h3> <p>South Western Railway takes the tack of telling recipients "the power is in your hands" before giving some brief information on the GDPR and including a call to action to "update preferences".</p> <p>It's unclear to me from this email whether those that fail to respond will remain opted in. I also think the call to action is a little weak ('update preferences') – there is no suggestion of resolution within the email itself. To me, this is asking quite a lot of customers, particularly the apathetic, and relates to the catch-22 I mentioned earlier with Money Supermarket.</p> <p>The 21 day processing time also seems quite lengthy, and is the sort of thing that those who unsubscribe may get annoyed by.</p> <p><img src="https://assets.econsultancy.com/images/0009/3862/southwestern_gdpr_optin_email.jpg" alt="south western railway opt-in email" width="500" height="872"></p> <h3>7. Little Green Sheep – straight to it</h3> <p>Little Green Sheep, a retailer that sells natural bedding, mattresses and sleepwear for babies, is a model of brevity, which is a good thing in my book.</p> <p>First off, the marketing team has opted for a more intriguing subject line, obviously keen – because they are asking recipients to opt-in – that as any people open the email as possible.</p> <p><img src="https://assets.econsultancy.com/images/0009/3831/Screen_Shot_2018-04-24_at_13.09.22.png" alt="subject: we wouldn't want you to miss out" width="530" height="50"></p> <p>Once you get into the email, it's all very straightforward: </p> <ul> <li>A clear header - "let's keep in touch"</li> <li>Two sentences explaining what's going on</li> <li>Two clear calls to action (to consent or not) with the opt-in button larger and more inviting than the opt out (which is still visible, for sure)</li> <li>An ecommerce header menu just in case the recipient fancies doing some shopping</li> </ul> <p>Fair play to Little Green Sheep for asking for repermissioning, and for doing it with confidence.</p> <p><img src="https://assets.econsultancy.com/images/0009/3830/little_green_sheep_optin.jpg" alt="little green sheep optin" width="500"></p> <h3>8. Guardian – reminding logged in users</h3> <p>Not an email now, but a nice footer featured on Guardian articles viewed by logged-in readers.</p> <p>There's not much to say about this, other than the contrasting colours highlight the key message and button to continue. There's also a link to find out more.</p> <p><img src="https://assets.econsultancy.com/images/0009/3884/guardian_opt_in.jpg" alt="guardian opt-in banner" width="300"></p> <p>Lots of companies are doing more than just emailing their database to establish consent – Manchester United, for example, has been using a combination of email, <a href="https://twitter.com/ArjNaik/status/968827406617280512">print handouts</a> at games, <a href="http://www.manutd.com/en/Tickets-And-Hospitality/howmuusefandata">video content</a> and even advertising hoardings to get its fans to opt in (which our former editor, judging by the tweet below, clearly thinks is not necessary, though anything that can keep people from lapsing is surely a wise investment?).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Desperate approach to GDPR... Man Utd using their ad hoardings to ask people to opt in for emails <a href="https://t.co/Jm7M3yhaBO">pic.twitter.com/Jm7M3yhaBO</a></p> — David Moth (@DavidMoth) <a href="https://twitter.com/DavidMoth/status/967773087730159616?ref_src=twsrc%5Etfw">25 February 2018</a> </blockquote> <p>The Guardian, though it doesn't seem to be repermissioning, is making sure users are getting to grips with their preferences. A wise move.</p> <h3>9. The Candidate – missed opportunity?</h3> <p>The Candidate is a marketing recruitment agency in Manchester, England. It has taken the admirable approach of repermissioning its email newsletter.</p> <p>Those that receive the newsletter will have to actively opt in to continue receiving it. As discussed in the intro to this article, this means that those who miss or disregard a repermissioning email will be opted out automatically. Therefore, you would imagine that where companies take this approach, asking for consent would be front and centre in any repermissioning email. However, that's not the case with The Candidate.</p> <p>Opt in is lost in a cacophonous subject line which reads "Top Jobs, Opt in, Candidate Case Study, New Consultants and lots more!"</p> <p>Then once on the content proper, partly shown below, opt in is only one of the main messages. Even if you do read it, there's a very weak call to action – "read the full blog here!" – so the anyone scanning the email will not get the main message i.e. "if you want to keep hearing from us, you need to opt in".</p> <p>This email shows the need to put the repermissioning message up front, as blatant as possible. You just can't afford not to.</p> <p><img src="https://assets.econsultancy.com/images/0009/3849/candidate_newsletter_with_optin.jpg" alt="The candidate newsletter with gdpr optin" width="550"></p> <h3>10. Imperial Enterprise Lab – more of the same</h3> <p>Here's another newsletter that doesn't draw enough attention to the need to opt in. Yes, the subject line does have a kooky pun and emoji (see below), but does every reader know what the GDPR is? Would the subject line better asking "want to stay in touch?"</p> <p><img src="https://assets.econsultancy.com/images/0009/3820/Screen_Shot_2018-04-24_at_12.09.34.png" alt="Programm/able, The Mayor's Entrepreneur winners and GDPAaarrgh!" width="615"></p> <p>Imperial College's Enterprise Lab has the same issue that The Candidate has – the GDPR and opt-in message is buried within a very noisey email (show in two columns below to save space).</p> <p>I'm not on this email list (it was forwarded by a friend), so I can't be sure if Imperial Enterprise Lab has previously sent messages dedicated to opt in. If they have done so, then this newsletter perhaps isn't as problematic.</p> <p><img src="https://assets.econsultancy.com/images/0009/3818/imperial_enterprise_gdpr_email.jpg" alt="imperial enterprise lab gdpr opt-in" width="300" height="983"> <img src="https://assets.econsultancy.com/images/0009/3819/imperial_enterprise_2.jpg" alt="imperial enterprise lab gdpr opt-in" width="300" height="983"> </p> <h3>11. John Muir Trust – does what it says on the tin</h3> <p>Of all the emails featured here, I really like this subject line (A quick question for you...) and headline (Can we stay in touch?).</p> <p>The copy is clear and the call to action speaks for itself, using language the customer understands. There's clear text saying "You can unsubscribe from our emails at any time", too.</p> <p>Extra points for snow hare, or whatever that member of the Leporidae is sitting within the email.</p> <p><img src="https://assets.econsultancy.com/images/0009/3812/john_muir_trust.jpg" alt="john muir trust email" width="450" height="648"></p> <h3>12. Knight Frank Finance – risking apathy</h3> <p>I thought I'd include a simpler example, with less HTML going on. I have no objection to plain text at all, especially in sector such as finance where customers may be paying more attention.</p> <p>However, I do think that a simple hyperlink on the word 'here' is making life unduly difficult for both Knight Frank's customers and marketers. Those that don't click with be removed, after all.</p> <p><img src="https://assets.econsultancy.com/images/0009/3823/knight_frank_finance.png" alt="knight frank finance email gdpr" width="602" height="558"></p> <h3>13. The Waterside – the old bait and switch</h3> <p>A Young's public house in Fulham, London next. The Waterside example is notable because it is the only email I have seen where the subject line ("Win two nights in Bilbao") doesn't even attempt to hint at contact preferences.</p> <p>Rather, the top of the email content is reserved for a big message (in flashing colours no less) and a "yes please" call to action, available to all those tempted in by the completely separate competition. I don't think this is a bad approach to getting the message in front of punters.</p> <p><img src="https://assets.econsultancy.com/images/0009/3827/waterside_opt-in_email.jpg" alt="waterside opt-in email" width="484" height="1082"></p> <h3>14. MRS – nice subject, nicer chipmunk</h3> <p>Is this a chipmunk? Either way, here's a really clear example of repermissioning. Subject ("GDPR: We need your consent"), copy ("we want to keep you up-to-date...") and 'yes' and 'no' options are all beautifully simple. Kudos for giving equal prominence to both options, too.</p> <p><img src="https://assets.econsultancy.com/images/0009/3875/mrs_gdpr.jpg" alt="mrs gdpr" width="500" height="834"> </p> <h3>15. Guidebook – written by a marketer too close to their job?</h3> <p>I really like the simplicity of the email below from Guidebook, a company that makes mobile apps for events. The button is in the brand colour and the text is mostly simple to understand.</p> <p>The only bum note for me is the line "please opt in so we can maintain your record in our CRM database". Luckily, Guidebook is a B2B company, so many of its recipients will understand this language, but it did stick out to me. Why not just ask people to opt in to "continue receiving the great content".</p> <p>I'm probably being harsh, the company's motivation is transparency after all, which is admirable, but it does allow me to again make the point that B2C marketers need to do their best to make all of this easy to understand for their customers.</p> <p><img src="https://assets.econsultancy.com/images/0009/3826/guidebook_gdpr_email.jpg" alt="guidebook optin email" width="550"></p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69825-all-the-gdpr-resources-marketers-need-in-one-place/">All the GDPR resources marketers need, in one place</a></li> <li><a href="https://www.econsultancy.com/blog/69267-gdpr-six-examples-of-privacy-notice-ux-that-may-need-improvement">GDPR: Six examples of privacy notice UX that may need improvement</a></li> <li><a href="https://www.econsultancy.com/blog/69253-gdpr-10-examples-of-best-practice-ux-for-obtaining-marketing-consent">GDPR: 10 examples of best practice UX for obtaining marketing consent</a></li> </ul> <p><a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online"><img src="https://assets.econsultancy.com/images/0009/3749/Online_GDPR_course.png" alt="gdpr online training course" width="614" height="214"></a> </p> <p><em><strong>Note that this article represents the views of the author solely, and is not intended to constitute legal advice.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69962 2018-04-20T15:12:19+01:00 2018-04-20T15:12:19+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>As always, be sure to check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further facts and figures.</p> <h3>Just 2.6% of consumers list personalisation as important</h3> <p>When it comes to digital experiences, personalisation is way down on the list of things consumers care about. This is <a href="https://www.acquia.com/gb/resources/collateral/beyond-hype-new-research-what-separates-digital-dreamers-digital-doers" target="_blank">according to Acquia</a>, who undertook a survey of 1,000 consumers from UK and France this March.</p> <p>Just 2.6% of the survey respondents cited personalisation as an important part of a brand’s digital offering. Instead, the majority (65%) cited a website that’s easy to navigate. </p> <p>Alongside this, 13% said a good-looking website is more important, while 11% said engaging content, and 4% said a brand’s social media presence.</p> <p>However, despite the fact consumers seem to care less about personalisation, it could indicate that marketers are failing to deliver this with any real relevance or value (and the same goes for content and social media). In the long run - on top of basic features like an easy-to-use website - personalisation could still be a key differentiator. </p> <p><strong>More on personalisation:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69951-how-ai-is-redefining-personalisation-the-job-of-the-email-marketer/">How AI is redefining personalisation &amp; the job of the email marketer</a></li> <li><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank">How to build a personalisation strategy for your content website</a></li> <li><a href="https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience" target="_blank">How six travel &amp; hospitality brands use personalisation to enhance the customer experience</a></li> </ul> <p><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank"><img src="https://assets.econsultancy.com/images/0009/3734/Personalisation_Graphic_Blog___Twitter.png" alt="2.6% of consumers see personalisation as important part of brand activity" width="615"></a></p> <h3>59% of marketers are hesitant to surrender digital data analysis to AI</h3> <p>Artificial intelligence (AI) platforms are gaining a toehold among brands and marketing agencies, however, a <a href="https://albert.ai/ai-adoption-marketing-brand-agency-survey/" target="_blank">new report by Albert</a> has revealed that some are still hesitant to adopt the technology. </p> <p>According to a blind survey of 52 brand and agency marketers, 59% of brand respondents said they’re hesitant to surrender digital campaign data analysis to an AI, while 33% of agencies expressed reservations about giving up manual audience segmentation.</p> <p>Meanwhile, 63% of agency respondents cited an ‘inability to communicate with AI’ as a perceived drawback, and 32% of brand respondents cited the same concern.</p> <p>That being said, not all marketers are so resistant. The survey also uncovered optimistic feeling about the tech, with agencies ranking AI’s ‘ability to lift sales’ and ‘exceed campaign benchmarks’ as important performance benefits. Similarly, brands ranked ‘increased return on ad spend’ and ‘reduced costs’ as positive attributes.</p> <h3><img src="https://assets.econsultancy.com/images/0009/3732/Albert.JPG" alt="" width="615"></h3> <p><strong>More on AI:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69951-how-ai-is-redefining-personalisation-the-job-of-the-email-marketer" target="_blank">How AI is redefining personalisation &amp; the job of the email marketer</a></li> <li><a href="https://econsultancy.com/blog/69769-how-ai-marketing-can-help-brands-right-now" target="_blank">How AI marketing can help brands right now</a></li> <li><a href="https://www.econsultancy.com/blog/69820-google-unveils-ai-driven-ad-placement-with-launch-of-adsense-auto-ads" target="_blank">Google unveils AI-driven ad placement with launch of AdSense Auto ads</a></li> </ul> <h3>UK consumers positive about data privacy ahead of GDPR</h3> <p>Despite a number of data breach and privacy-related stories hitting the headlines recently, <a href="https://dma.org.uk/uploads/misc/5a857c4fdf846-data-privacy---what-the-consumer-really-thinks-final_5a857c4fdf799.pdf">research from the DMA and Acxiom</a> suggests that consumer sentiment remains unaffected. </p> <p>According to a survey of 1,047 UK respondents, 61% of consumers say that (as businesses prepare for GDPR) they are already happy with the amount of personal information they share. </p> <p>Sentiment has also changed since the DMA commissioned a similar survey six years ago. 51% of the respondents now view data as essential to the smooth running of the modern economy - up from 38% in 2012. </p> <p>Interestingly, a change in attitudes has been greatest among 55 to 64 year-olds, with 63% saying they are happy with the amount of data they share today – this is compared to 47% in 2012. Critically, 88% cite transparency as one of the keys to further increasing trust in how their data is collected and used. Younger respondents are even more relaxed about privacy, with 38% falling into the ‘data unconcerned’ group.</p> <p><a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online"><img src="https://assets.econsultancy.com/images/0009/3749/Online_GDPR_course.png" alt="gdpr online training course" width="614" height="214"></a></p> <h3>Marketplaces predicted to account for 40% of the global online retail market by 2020</h3> <p>A <a href="http://info.mirakl.com/a-marketplace-mindset-report" target="_blank">new report</a> from Mirakl has highlighted how a growing number of retailers are adopting the marketplace model, so much so that it’s predicted marketplaces will account for 40% of the global online retail market by 2020.</p> <p>In a study of the opinions of 50 leading UK retailers, it was found that an increasing number of retailers believe the marketplace model is the key to winning customers. 68% of retailers say that operating their own marketplace gives existing customers more reasons to shop with them. Meanwhile, 70% agree that a wider product offering helps to win new customers. </p> <p>As a result of this, 44% of retailers are already selling their product through a marketplace model or plan to in the near future. 48% of retailers are also operating or plan to operate the ‘dropship model’ to sell third-party products.</p> <h3><img src="https://assets.econsultancy.com/images/0009/3731/Mirakl.JPG" alt="" width="300"></h3> <h3>Brits abandon online baskets worth almost £30 every month</h3> <p><a href="https://www.home.barclaycard/media-centre/press-releases/Retailers-losing-18bn-per-year-through-surf-n-turf-shopping.html" target="_blank">New research</a> by Barclaycard has revealed that UK shoppers abandon an online basket worth an average of £29.37 each month. This could amount to more than £18 billion of lost sales per year for retailers.</p> <p>The research also says that women’s clothing is the most abandoned category, followed by men’s clothing, and then entertainment items. More specifically, women’s knitwear is the number one most abandoned item, leather goods (such as wallets) is the second, while women’s lingerie and hosiery is the third.</p> <p>Meanwhile, 6pm to 8pm and 8pm to 10pm are said to be the peak times for online shopper drop-out, and 17% of shoppers who abandon items do so because they like to ‘window shop’ with no intention to buy.</p> <p><strong>More on basket abandonment:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69561-why-online-shoppers-abandon-their-baskets-and-how-to-stop-them">Why online shoppers abandon their baskets and how to stop them</a></li> <li><a href="https://www.econsultancy.com/blog/69694-how-to-deal-with-cart-abandonment-inside-the-mind-of-a-customer" target="_blank">How to deal with cart abandonment: Inside the mind of a customer</a></li> <li><a href="https://www.econsultancy.com/blog/69663-don-t-patronise-me-with-personalised-cart-abandonment-emails-a-case-study" target="_blank">Don't patronise me with 'personalised' cart abandonment emails (a case study)</a></li> </ul> <h3>ePrivacy law could see brands lose more than 40% of web traffic</h3> <p>A <a href="https://www.mailjet.com/blog/news/research-report-eprivacy/" target="_blank">Mailjet report</a> (based on opinion from 400 marketers in the UK and France) suggests that the new ePrivacy law could see brands lose more than 40% of web traffic. As a result, 30% of respondents plan to reduce the amount of cookie-based display, paid search, and retargeting they carry out in the immediate aftermath of the new regulation.</p> <p>Under ePrivacy, internet users will have the option to set browser-level cookie permissions which could mean the withdrawal of millions of consumer datasets from brand view. </p> <p>While 85% of marketers are confident they know the difference between ePrivacy and GDPR, 93% of companies are currently still using cookie-based advertising to reach their customers. </p> <p>Despite the potential loss in traffic, marketers do feel ePrivacy will be a good thing for their company in the long term. 57% of marketers agreed they will rely less on tactics like retargeting ads and build more qualitative data insights to improve the customer experience.</p> <p><strong>More on ePrivacy:</strong></p> <p><a href="https://econsultancy.com/blog/69342-focus-on-gdpr-but-ignore-e-privacy-at-your-peril" target="_blank">Focus on GDPR, but ignore e-Privacy at your peril</a></p> <p><a href="https://www.econsultancy.com/training/courses/gdpr-data-driven-marketing"><img src="https://assets.econsultancy.com/images/0009/3748/London_F2F_GDPR_course.png" alt="gdpr london training course" width="613" height="214"></a></p> tag:econsultancy.com,2008:TrainingDate/3537 2018-04-18T17:21:14+01:00 2018-04-18T17:21:14+01:00 GDPR Essentials for Marketers - Online <p>This online course will help you learn everything you need to know about the General Data Protection Regulation (GDPR) before it comes into force in May 2018, and crucially: what to do about it.</p> <h4>In association with:</h4> <p><img src="http://image.mail.centaurmedia.com/lib/fe9612747465007c7d/m/2/logo_RGB_web.png" alt="" width="250" height="150">       </p> <p> <img src="https://cdn.frontify.com/api/screen/thumbnail/EAzkFg3Qo4YvWC4ph_8yDMC_6Ml5rGzx333b8HZkq4KJx64s6xyk9RzcSAvrX2PW9ftJln_n7gjA8HJCDP8ZQg/800" alt="" width="300" height="100"> </p> tag:econsultancy.com,2008:TrainingDate/3536 2018-04-18T17:12:20+01:00 2018-04-18T17:12:20+01:00 GDPR Essentials for Marketers - Online <p>This online course will help you learn everything you need to know about the General Data Protection Regulation (GDPR) before it comes into force in May 2018, and crucially: what to do about it.</p> <h4>In association with:</h4> <p><img src="http://image.mail.centaurmedia.com/lib/fe9612747465007c7d/m/2/logo_RGB_web.png" alt="" width="250" height="150">       </p> <p> <img src="https://cdn.frontify.com/api/screen/thumbnail/EAzkFg3Qo4YvWC4ph_8yDMC_6Ml5rGzx333b8HZkq4KJx64s6xyk9RzcSAvrX2PW9ftJln_n7gjA8HJCDP8ZQg/800" alt="" width="300" height="100"> </p> tag:econsultancy.com,2008:BlogPost/69957 2018-04-17T10:30:00+01:00 2018-04-17T10:30:00+01:00 Why did JD Wetherspoon delete its social media accounts, and was it the right marketing decision? Sean Cole <p><img src="https://assets.econsultancy.com/images/0009/3646/Screen_Shot_2018-04-16_at_08.17.14.png" alt="wetherspoons social media statement" width="450"></p> <p>JD Wetherspoons has suggested that such activity doesn’t take place on their social accounts, which has left some wondering if there is more to this than meets the eye. As many companies, especially those that are as well-known and widely available as JD Wetherspoon, rely heavily on social media for important business functions like customer service, updating followers with news and information, and customer feedback/reviews, it could be argued that this is a drastic measure to tackle something that doesn’t seem to directly affect the company.</p> <p>On the other hand, could it genuinely save the company money, or make sense to take a step back from social media platforms, amidst controversy surrounding customer data? JD Wetherspoon famously <a href="https://www.marketingweek.com/2017/07/05/wetherspoon-data-email-marketing-gdpr/">deleted its email database in 2017</a>, amidst nervousness about the forthcoming enforcement of the <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Spoons and Tim Martin seem to be making a lot of self-righteous noise to justify closing their social media accounts, but honestly reckon this is another cost-cutting move from a businessman who’s always been a believer in marginal gains.</p> — Clement Murphy (@ClemMurphy) <a href="https://twitter.com/ClemMurphy/status/985783876059615233?ref_src=twsrc%5Etfw">April 16, 2018</a> </blockquote> <p>To make some more sense of all of this, we reached out to some social media experts for their take on the announcement.</p> <h3>This is all about budget and brand</h3> <p><strong><a href="https://www.linkedin.com/in/michellegoodall/">Michelle Goodall</a>, social media consultant (and trainer of Econsultancy's <a href="https://econsultancy.com/training/courses/fast-track-digital-marketing/">Fast Track Digital Marketing</a> and <a href="https://econsultancy.com/training/courses/social-media-and-online-pr">social media courses</a>):</strong></p> <p>"I think that this is a budgetary decision and the ‘bad publicity surrounding social media” is a convenient smokescreen. The value of social media as a channel for PR acquisition and retention purposes will have been reviewed with a critical, cost-conscious eye. </p> <p>"Maintaining Facebook Pages, Twitter accounts and handling customer service issues requires significant resource. <a href="https://wetherspoonscarpets.tumblr.com/">A Tumblr dedicated to Wetherspoon’s carpets</a> is a lot of fun, but it hasn’t made me take my family for a Sunday Roast to admire the Axminster.</p> <p>"’Spoons is a 40 year old brand. Everyone in the UK knows exactly who they are and what they offer - value, convenience, consistency, unpretentiousness. You either love them, or will never be a customer. </p> <p>"Social media won’t drive price-sensitive students in droves to their pubs - they are already in there, along with families enjoying a cheap meal out, businesspeople eating full English Breakfasts and the traditional British pub clientele."</p> <p><strong><a href="https://willfrancis.com/">Will Francis</a>, Founder &amp; Creative Director, VANDAL:</strong></p> <p>"A really interesting move from a well-known brand. Some are claiming it’s a publicity stunt, and others that it’s to get away from post-Brexit criticism (the chairman Tim Martin was a prominent Vote Leave supporter) not to mention the vast multitude of bad reviews of their pubs. I think it’s probably all those things, but ultimately in saying "I don’t believe that closing these accounts will affect our business whatsoever” (quoted from a now-unavailable tweet) Martin is mostly right. A 900-outlet food and beverages brand will always struggle to make meaningful use of social, without heavy investment and best practice down to local level."</p> <h3>Social media is hard...</h3> <p><strong><a href="https://www.linkedin.com/in/joannahalton">Joanna Halton</a>, Founder at Jo &amp; Co. and digital marketing lecturer at Manchester Metropolitan University:</strong></p> <p>"The statement they gave seemed woolly and slightly bizarre, mentioning the general social media climate, MP trolling and concerns around the addictive nature of the platforms themselves. Slightly odd from a company that serves alcohol from 9am.</p> <p>"What else could be the motivation? It appears that Wetherspoons had accounts for nearly all their 900 pubs, as well as their central accounts. Many of the individual pages had fewer than 1,000 likes and were unlikely to be seen in users’ feeds. To maintain content, keep relevancy and police that many accounts would be an immense drain on resource. Without a proper strategy in place, it's improbable that the potential benefits of the channels are outweighing the negatives."</p> <p><strong>Will Francis:</strong></p> <p>[Social success] for me would mean messaging from the brand on the level of someone like Nando’s where you’re seeing great, engaging and fun content marketing that genuinely builds and retains an audience; complemented by branch-level accounts that engage directly with that outlet’s local community but remain true to the brand (wittily-written, beautiful imagery) as Waterstones do. If they can’t do that they’re just drowning in trolls, poorly maintained pages and bad reviews. After all, today’s digital landscape  - saturated, splintered, algorithmic - is not kind to anything other than brilliantly executed marketing.</p> <h3>...but social conversation will continue regardless</h3> <p><strong><a href="https://www.linkedin.com/in/depeshmandalia">Depesh Mandalia</a>, Founder &amp; CEO, SM Commerce:</strong></p> <p>"As a bricks and mortar establishment, will JD Wetherspoon suffer from being away from social media? Maybe not as much as many businesses that have a high percentage of sales driven by social media platforms but there may be a knock-on impact at a local level.</p> <p>"In addition, what will happen is that those that wish to continue the conversation, good or bad about JD Wetherspoon will spin off into their own profiles or groups. Are they likely to download the app or email them through the website? Looking through Facebook for example, each of their locations has a page set up, with ratings and reviews, opening times, menus and special offers with a good number of followers for each location. Social media is a far easier medium for people to converse with the brands they love [than a website or app]."</p> <h3>'Spoons would rather deal with customer service in situ...</h3> <p><strong>Michelle Goodall:</strong></p> <p>"When it comes to customer service, I imagine that they would prefer to deal with any complaints or issues in situ rather than in social media, where a central team would have to speak to venue managers to understand and resolve or rebutt many of the issues. </p> <p>"Various polarising political issues and the “bad publicity surrounding social media” will have been factored in. Chairman and founder, Tim Martin maintains a very public position on Brexit and I’m sure the corporate communications team has had to handle a number of negative/trolling comments, but I doubt that this was the single deciding factor.</p> <p>"I’d be surprised if they don’t keep a single corporate PR presence on Twitter in place at the very least, publishing corporate news but not responding to tweets/enquiries."</p> <h3>...but no other tool is as good at a local level</h3> <p><strong>Depesh Mandalia:</strong></p> <p>"Whilst much of the local information is already covered in places like Tripadvisor and Google, what's going to change is that they won't be able to own the narrative as they could on Twitter and Facebook, which have allow them to connect better at a local level. How else will Sirhowy JD Wetherspoon Blackwood get the message out about Chicken Club as easily as they could with Facebook or Twitter?</p> <p>"Combine that with their deleting every single customer email, it's a marketers nightmare - to cut off key digital communication with loyal customers and rely solely on the mobile app, inbound emails, local flyers and word of mouth. I'm not sure deleting all emails and social profiles is the most beneficial growth decision they could have made, even if their intent is noble. Nobility and business growth don't always go hand in hand."</p> <p><strong>Joanna Halton:</strong></p> <p>"A bit of online research suggests that Wetherspoons have been <a href="https://www.theguardian.com/business/2018/apr/16/jd-wetherspoon-closes-all-social-media-accounts">receiving a number of negative reviews</a> and comments across their social properties. This will not come as a surprise to anyone who has ever worked in the service industry on social media. However, by deleting their accounts, Wetherspoons have lost their only mechanism to publicly address and resolve these claims. Without an outlet, these types of comments tend to have a nasty habit of leaking onto other properties like Yelp or Google reviews."</p> <h3>Social has actually generated some good PR for 'Spoons lately</h3> <p><strong>Joanna Halton:</strong></p> <p>"One of the biggest shames about this move is that other businesses, which could really thrive on these platforms, might now see this as evidence that they shouldn’t use it.</p> <p>"Aside from this, it is amusing that they’ve chosen to delete their social accounts when Wetherspoons have been getting quite a bit of attention (and likely money!) from social lately, particularly Twitter, due to their app. Famous cases have led others to share their table number and location in an attempt to garner beverage and food gifts from other benevolent social media and Wetherspoon app users. <a href="https://www.thepoke.co.uk/2018/02/12/free-drinks-wetherspoons-woman/">Who could forget those infamous four gravy boats of peas?!</a></p> <p>"Whatever the rationale, it’ll be interesting to see how this one plays out. Who else is thinking there could be a very public social media re-launch in a month or two…?"</p> <h3>This is a pivotal time for social media platforms</h3> <p><strong><a href="https://www.linkedin.com/in/gregallum">Greg Allum</a>, Head of Social, Jellyfish:</strong></p> <p>"These are interesting times for social as companies wrestle with the potential societal impact of social media channels. It is reminiscent of the gaming industry in the 90s, which came under fire for negatively influencing individuals. As with the gaming industry, social media platforms are undergoing a deep analysis of their purpose, principles and value. This is a positive move in the mid-long term, as it will allow these platforms that have grown rapidly to re-assess their approach to audience data, which is much needed.</p> <p>"The power of social media continues to drive value for a majority of brands, and will continue to do so in its current guise. At best, social media, in particular Facebook, can target audiences at scale and reach them with content that resonates, whilst allowing us to measure the impact of this effectively. At worst, brands can target audiences at scale with poorly crafted content that interrupts and weakens a user's experience, whilst potentially damaging their reputation."</p> <p><a href="https://econsultancy.com/reports/social-media-best-practice-guide/"><img src="https://assets.econsultancy.com/images/0009/3234/Social_Media_Best_Practice_Widget__1_.png" alt="social media report banner" width="615" height="243"></a></p> tag:econsultancy.com,2008:BlogPost/69945 2018-04-16T14:59:54+01:00 2018-04-16T14:59:54+01:00 Companies around the world are worried about the GDPR: study Patricio Robles <p>Those fines likely explain why, according to <a href="https://www.netapp.com/us/media/netapp-gdpr-survey-findings.pdf">a survey</a> conducted by NetApp, which polled over 1,100 C-suite executives, CIOs and IT managers, companies around the globe <a href="https://www.businesswire.com/news/home/20180411005738/en/45-Days-76-U.S.-Organizations-Concerned-Meeting">are worried</a> about the potential effects of the GDPR on their businesses. </p> <p>44% of the companies NetApp surveyed fear that they could lose revenue because of a failure to comply with the GDPR. In the US, the percentage is even higher, with just over half of companies expressing this concern.</p> <p><img src="https://assets.econsultancy.com/images/0009/3584/netapp-gdpr.png" alt="" width="800"></p> <p>Globally, half of companies also worry that a failure to comply with the GDPR could result in reputational harm, a fear that doesn't seem misplaced given the fallout from <a href="https://www.econsultancy.com/blog/69902-facebook-is-in-real-trouble-what-it-could-mean-for-marketers">Facebook's Cambridge Analytica scandal</a>. Econsultancy's <a href="https://www.econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr">own GDPR research</a> shows a starker picture, with 70% of brands very or somewhat concerned about the damage to brand reputation associated with non-compliance.</p> <p>But the concern around GDPR compliance cuts way deeper than revenue loss and reputational damage. Globally, 35% of companies fear that the financial penalties possible under the GDPR could imperil their very existence. In the UK and US, over 40% feel this way, according to NetApp.</p> <p>Unfortunately, while awareness of the GDPR is relatively high, two-thirds of companies are not confident they'll be in compliance with the GDPR when it goes into effect. Beyond the general complexity of the GDPR, there's a seemingly good explanation for this: well under half (40%) of those polled by NetApp indicated that their businesses are confident they know where their data is stored.</p> <p>According to NetApp, “Understanding where data is stored is the first step for businesses towards GDPR compliance.” In other words, it's hard to comply with the GDPR if you don't know where the data you're required to protect actually lives.</p> <p>Econsultancy's GDPR research is perhaps more optimistic than the NetApp figures, with 33% of clientside marketers saying they already have a plan or framework in place for compliance and 50% saying that whilst they don't yet have a plan, they are working on one.</p> <h3>A silver lining</h3> <p>The good news for companies is that despite any challenges they face in complying with the GDPR, the opportunities will arguably far outweigh the costs. As Kieran Flanagan recently explained, <a href="https://econsultancy.com/blog/69870-gdpr-why-the-opportunities-far-outweigh-the-costs">the GDPR will help companies deliver better user experiences and use their data more effectively</a>.</p> <p>“If you focus on this as an opportunity to improve how you handle data and how you engage with your prospect and customers, you'll see that this is a step in the right direction,” he suggested.</p> <p>What's more, given the likelihood that rules similar to those promulgated by the GDPR are eventually likely to be enacted in other parts of the world, including in the US, companies that make the effort and investments necessary to comply with GDPR should be well-positioned to deal with new legislation. This is likely to be especially true for businesses <a href="https://econsultancy.com/blog/69935-companies-should-consider-embracing-the-gdpr-even-where-they-don-t-have-to">that embrace the GDPR as a global standard</a>.</p> <p><a href="https://www.econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr"><img src="https://assets.econsultancy.com/images/0009/3207/gdpr_report.png" alt="gdpr" width="615" height="243"></a></p> tag:econsultancy.com,2008:BlogPost/69947 2018-04-16T13:39:46+01:00 2018-04-16T13:39:46+01:00 Five things we learned from Mark Zuckerberg's Capitol Hill testimony Patricio Robles <p>Here's what we learned from Zuckerberg's <a href="https://www.washingtonpost.com/news/the-switch/wp/2018/04/10/transcript-of-mark-zuckerbergs-senate-hearing/">two days of testimony</a>.</p> <h3>Many lawmakers know very little about technology</h3> <p>It was readily apparent that many of the lawmakers questioning Zuckerberg had, at best, a rudimentary understanding of the digital technologies associated with Facebook. Specifically, lawmakers seemed to struggle to get their heads around digital advertising ecosystem and how data is collected and used to target advertisements to consumers through digital channels.</p> <p>This worked to Zuckerberg's advantage, particularly on the first day of his testimony. Instead of hitting the Facebook CEO with meaningful if not insightful questions, Zuckerberg was able to spend much of his time educating lawmakers on concepts familiar to professionals as well as tech savvy consumers.</p> <h3>There's a lot Mark Zuckerberg claims he doesn't know</h3> <p>While it's clear that many lawmakers could use a digital crash course, it also became clear that there's a lot Facebook's CEO apparently doesn't know about his own company's operations. Zuckerberg told lawmakers “I'll have my team get back to you”, or some variation of that, <a href="https://www.wired.com/story/mark-zuckerberg-will-follow-up/">dozens of times</a>.</p> <p>The Facebook chief's apparent lack of knowledge raised lots of eyebrows and some observers suggested his lack of knowledge was feigned ignorance in some instances.</p> <p>Take, for example, U.S. Senator Roger Wicker's <a href="https://www.news18.com/news/tech/does-facebook-track-your-activities-even-after-you-log-out-zuckerberg-doesnt-know-1714507.html">question</a>, “There have been reports that Facebook can track user's browsing activity even after the user has logged off the Facebook platform. Can you confirm whether or not this is true?”</p> <p>The Facebook chief told Wicker that in the interest of accuracy, “it'll probably be better to have my team follow up with you on this.” Of course, the answer to Wicker's question was <em>yes</em>. In fact, last year, Facebook managed to successfully defend itself against a lawsuit <a href="https://www.theguardian.com/technology/2017/jul/03/facebook-track-browsing-history-california-lawsuit">related to its tracking of users after they had logged out</a>.</p> <h3>Facebook is relying heavily on AI</h3> <p>Investment in AI is booming in lots of industries, including <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing">marketing</a>, <a href="https://www.econsultancy.com/blog/69797-how-ai-is-transforming-healthcare">healthcare</a> and <a href="https://www.econsultancy.com/blog/69732-td-bank-s-acquisition-of-an-ai-firm-highlights-the-growing-importance-of-ai-in-banking">banking</a>. When it comes to many of the challenges Facebook is facing, such as hate speech and extremist content, both of which have been implicated in brand safety scandals, Zuckerberg's responses revealed that Facebook is betting AI will play a major role in solving them.</p> <p>In one exchange, Zuckerberg stated “building AI tools is going to be the scalable way to identify and root out most of this harmful content.” But he also later acknowledged that AI introduces a plethora of thorny ethical issues.</p> <p>He also admitted that AI isn't perfect, revealing that while Facebook's current AI tech has been successful in identifying terrorist content, hate speech is much more difficult to identify in part because what constitutes hate speech is often subject to debate. While Zuckerberg is obviously optimistic about his company's ability to improve his company's AI tech, the question is what it will do if AI doesn't prove to be as effective as Zuckerberg expects it to be.</p> <h3>It doesn't appear that regulation is imminent</h3> <p>Will Facebook face a regulatory crackdown? Reading between the lines last week would suggest that lawmakers are likely to do something. But there were few indications that slapping new regulations on Facebook will be a top priority.</p> <p>To the contrary, there were many indications that lawmakers would tread carefully and continue their fact-finding efforts. It was also fairly obvious that Facebook will have a warm seat at the table when lawmakers do get down to business drafting legislation, which isn't surprising given that the company, like most its size, has a small army of lobbyists and has contributed funds to many lawmakers.</p> <h3>But this is just the beginning</h3> <p>While Zuckerberg managed to leave Washington D.C. largely unscathed thanks in large part to technologically challenged lawmakers, Facebook is not out of the woods. </p> <p>Despite suggestions that Facebook's biggest crisis will blow over, the sentiment around privacy and user data has changed and with the <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a> coming into effect in the E.U. and U.K. in a little over a month, as this author <a href="https://www.econsultancy.com/blog/69935-companies-should-consider-embracing-the-gdpr-even-where-they-don-t-have-to">argued previously</a>, the free-for-all environment that companies have been operating in is going away.</p> <p>Up next: expect lawmakers to expand their scrutiny to other large tech companies, including Google, which might be sitting on an even larger treasure trove of user data than Facebook. In fact, one lawmaker even asked Mark Zuckerberg if he'd offer suggestions for other individuals they should ask to appear. We'll see if Zuckerberg's team gets back to him on that request.</p>