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Showing posts from March 26, 2018

For all the procrastinators, here’s some GDPR triage

Perhaps your company hasn’t really done anything to get ready for the General Data Protection Regulation (GDPR), which goes into effect about two months from now.In that case, it may be time for GDPR triage.Tim Jesser, director of product marketing for Stockholm-based software asset management firm Snow Software, has a few suggestions. His background includes data security and software management.First, he told me, “ignore the alarmists.”[Read the full article on MarTech Today.]The post For all the procrastinators, here’s some GDPR triage appeared first on Marketing Land.

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Google’s steps toward GDPR surrounded by questions

With the EU’s General Data Protection Regulation (GDPR) coming into effect in two months, there are several new indications — none completely clear — about how Google will comply.Late last week, the tech giant posted on its AdWords blog its intention to make some GDPR-related changes.Its EU consent policy will be updated so that publishers will have to take “extra steps” to obtain additional consent from users, beyond what is already required.[Read the full article on MarTech Today.]The post Google’s steps toward GDPR surrounded by questions appeared first on Marketing Land.

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After a week of crisis and mea culpas from Facebook, assessing the threats and exposure

Since the Cambridge Analytica data mining revelations that broke a little over a week ago, a lot has happened. After initially seeking to minimize its role in the scandal, Facebook apologized and opened the door to being regulated.A second, related scandal has arisen around the collection of Android users’ calls and SMS histories, which Facebook has sought to clarify. Senators called on CEO Mark Zuckerberg to testify before Congress, which he has said he is willing do.Dozens of articles are being written about the implications of these controversies and “how to fix Facebook.” There are now five interconnected threats to Facebook in the short and long term. Some are more serious than others. They are:Advertiser abandonment.Investor disenchantment.User disengagement.Fines and litigation.Regulatory action.Among these threats, advertisers are the least likely to change their behavior or abandon Facebook. Unless or until there’s some massive structural change in the platform, it’s business…

Why Google Shopping is dominating retail search marketing

As Google has scaled up its Shopping products in recent years, there has been a growing consensus in the retail search marketing space that Shopping ads are one of the most effective ways to win valuable consumer clicks.This is especially true of the non-branded, broader search terms that are typical of the early stages of the customer journey. During this phase, Google Shopping ads – commonly referred to as Product Listing Ads, or PLAs – are considered to be a key means of engaging consumers early, and boosting new customer acquisition.If the trends that we are currently seeing continue, 2018 will be a year of increased investment in Google Shopping ad formats across product-based search. While text ads are still the most popular advertising format in many categories, retail-specific categories tell a very different story, with spend on Google Shopping ads far outstripping text ads in retail categories.A new study by AI-powered search intelligence platform Adthena, analyzing 40 milli…

Tips for measuring marketing impact to prove ROI

Marketers can struggle to prove the value of their programs when there isn’t always a direct response or purchase. This is especially true for B2B marketers focused on lead generation programs with long, complex sales cycles. So, how does a marketer faced with such a challenge assess the impact of their marketing efforts, prove contribution to revenue and demonstrate ROI?Understand marketing objectivesMost marketers have several different goals that drive their strategies and programs. Typically, we are allocating resources across multiple programs and channels to meet the following objectives:Brand awareness and market positioning.Lead generation.Lead nurture and sales enablement.Target account acquisition (via Account Based Marketing).Customer loyalty and growth.Each of these efforts will involve multiple touch points that have varying levels of impact on a prospect or customer’s decision-making process. But what is their ultimate value to the organization?Critical success factors t…

The merged approach: How combining traditional and digital brings marketing success

Digital is vital to the success of any marketing strategy. Or is it?It’s a bold statement but one that is only true if combined with traditional marketing, to really allow brands to effectively dominate the advertising space within their market place, regularly targeting and connecting with the consumer.Before the technology and social takeover, brands were able to gently position themselves in front of the audience using traditional techniques such as newspaper ads, TV appearances or radio mentions – all mediums that had the ability to direct customers to a brand.However, with the growing need for immediate information, and the changing ways in which consumers access it, brands have been forced to react, needing to dominate every advertising platform possible just to remain visible.With this comes a marketing strategy overhaul, marrying the simplicity and effectiveness of traditional techniques with the instant value brought through digital channels.The change in the customer approac…

All About the GDPR

While deregulation has been a stateside trend over the past decade, the 28 members of the European Union are gearing up for a massive increase in regulations around data privacy in the form of the General Data Protection Regulation (GDPR) — and this regulation will make a splash across the pond as well.Briefly, virtually all personal information will be considered private and protected under these new rules, serving up a much more comprehensive approach than the US’s piecemeal protections of medical and financial data.But what do these new rules mean — if anything — for US businesses?The short answer: Plenty. Maybe. It depends.The long answer requires some context and is worth taking the time to understand. And most providers are already making big strides to be ready for launch in May.Internet privacy: The early yearsThe GDPR, set to go into effect on May 25, 2018, is the product of four years of debate and preparation — but its roots trace back more than two decades to the infancy o…