How marketers are navigating GDPR compliance creatively

GUY HANSON | August 1, 2018

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With GDPR finally enforced, marketers are now legally bound to handle, process and store personal data much more securely and transparently. The regulations are putting consumers back in the driving seat by giving them control over their data, and the marketing communications they receive as a result of sharing that data. Interestingly, GDPR has led to a cultural split in businesses. Marketo published a report revealing that GDPR has produced two tribes.

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Sitecore

Sitecore is the global leader in experience management software that combines content management, commerce, and customer insights. The Sitecore Experience Cloud™ empowers marketers to deliver personalized content in real time and at scale across every channel—before, during, and after a sale. More than 5,200 brands––including American Express, Carnival Cruise Lines, Dow Chemical, and L’Oréal––have trusted Sitecore to deliver the personalized interactions that delight audiences, build loyalty, and drive revenue.

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Advertising During COVID: A Detailed Analysis

Article | June 2, 2021

Before the pandemic, the business sector of near about all industries were heightening rapidly and planning for new opportunities. Whether it was private or government, small businesses or large enterprises, each sector was trying to enhance in every aspect. The Covid-19 outbreak changed the way businesses approach towards potential customers as well as marketing strategies. Indeed, even as the world starts to re-open all the more forever, it is evident that the pandemic will have a lasting impact on consumer behavior and brand-to-consumer engagement. SURVEY REPORTS FOR ADVERTISING AGENCIES DURING PANDEMIC The global advertising agencies market confronted at decline from $346.9 billion in 2019 to $346.5 billion in 2020 at a compound annual growth rate (CAGR) of-0.12%. The decay is chiefly because of the COVID-19 flare-up that has led to prohibitive regulation measures including social distancing, remote working, and the discontinuance of businesses and other commercial exercises bringing about operational difficulties. The whole production network has been disturbed, affecting the market contrarily. The market is then expected to recuperate and reach $418.3 billion in 2023 at a CAGR of 6.48%. In March 2020 the review of U.S. advertisers and advertisement offices tracked down that 89% of respondents had put forth changes to their promotional efforts because of the COVID-19 upsurge. Among the most intense changes made was, dropping a campaign totally as per 34% of reacting industry experts. At the point when the inquiry was rehashed in April, the percentages had increased to 44. Near about all regions worldwide experienced a reduction in media financial plans in 2020, for instance by 46% in the LATAM region. However, the pandemic particularly showed its impact in 2020, with the average allocated money being cut radically. As per study information, in the first half of the year 2020, 29% said they investigated new channels for new organizations and another 29% offered new administrations to customers, while 17% even wandered into new enterprises. Decrease in ad spends worldwide in 2022 compared to previous predictions due to coronavirus will be 17.72 billion USD. According to a survey of 400 media buyers and brands, 74% believe the COVID-19 pandemic has a greater impact on their advertising spends than the 2008 financial crisis. ADVERTISING CHALLENGES DURING COVID Cyber security issues Financial difficulties Consumer behavior changes Lack of team support Adoption of new technology Elusive audience Unable to maintain client relationship Decreased creativity & productivity HOW COVID-19 HAS CHANGED THE PLANNING AND THE STRATEGIES OF ADVERTISING AGENCIES The advertising industry experts have changed their approach in terms of strategies, investments, and campaigns to reach potential consumers. They initiated very influential steps to attract their target audience. Artificial intelligence in advertising during COVID The expansion of Artificial Intelligence (AI) in advertising during COVID is acquiring fame in the advertising organizations market. Significant players working in the business are constantly centered on introducing innovations and technologies to better fulfill the requirements of customers. For example, as of May 2019, as per a review, 47% of publicists are right now utilizing Artificial intelligence for audience targeting. Indoor approach Before the pandemic, the Experts noticed that more than 8000 advertisements are presented to the Americans in a day. Presently, with everybody constrained inside, customers can just see ads in their homes. This is a unique opportunity for the advertisement industry to expand its presence on social media during COVID-19 like; Facebook, Instagram, Twitter, Pinterest as well as television. 58.11% of the total population is dynamic via web-based media when taking a look at qualified crowds matured 13+ years, ascending to 82% in North America. Safety is utmost important We all are aware that the pandemic has shocked everyone and made people skeptical towards everything. In this particular situation, it is essentially important to keep safety on priority and serve the customers on precautionary measures. Make them feel that your big concern is to make their life easier by providing quality products or services following safety. E-commerce is ubiquitous The COVID-19 pandemic has sped up e-commerce growth worldwide. Reacting to this pattern is the main concern for 2021 with brands presenting plans to reevaluate conveyance and exploring different avenues regarding new models. Some are analyzing direct-to-consumer option, searching for approaches to make it simpler for customers to repurchase. This adaption will have a very optimistic impact on brand strategy and media investment. QUICK ADVERTISING TIPS DURING COVID Being relevant to consumers’ needs assure them that they are not being ignored in the time of pandemic and feel that they come in your priority. Turn your business online to remain associated with your consumers. This will definitely help you to reach potential customers and valuable opportunities. Strengthen your relationship with your customers by communicating, exchanging life stories of caution and triumph. This shows that the company thinks beyond business and care about their customers. Design & execute a low budget strategic model using minimal tools, and people in advertising during COVID. Undoubtedly, safety is an important issue but when it comes to low prices, offers, people get attracted. Therefore, make sure to wow them always with your new offering plans. The realm you have constructed is a direct result of your team efforts. In this way, get associated with your team and give them compassion, and plan for future advances. We are living in uncertainty thus don’t put all your efforts and investments into the present campaign of advertising during COVID. There is no guarantee of the end of the worst. Be optimistic but don’t ignore the negative. At this point, it is difficult to predict what long haul impacts the pandemic will have on the marketing and advertising industry, or for sure practically every industry. So far estimates for worldwide advertisement spending in 2020 had to be revised from initially 712 billion U.S. dollars to approximately 691 billion U.S. dollars. Nevertheless, primary predictions assert that the advertising spending will come out with flying colors in 2021, once the COVID has lost its impact and the businesses become normal. FREQUENTLY ASKED QUESTIONS Q. What are the types of advertising? There are many types of advertising but mainly 7 are prominent. Broadcast advertising, outdoor advertising, native advertising, display advertising, print advertising paid search advertising, and social media advertising. Q. Is the advertising industry dying in pandemic? Unquestionably, advertising agencies faced adverse effects of covid-19 in respect of investments, productivity, creativity, lead generation, consumer behavior changes, etc. But, positively the industry will get rid of the situation soon and become normal. Q. What is the most effective online advertising? Online advertising is one of the most prevailing and effective method to escalate your business and reach alluring results in every aspect. Having websites, blogging on daily basis, search engine optimization, social media marketing, and pay per click advertising are the result-oriented approach for effective online advertising during COVID. Q. Are ads really effective in COVID-19 pandemic? Yes, indeed, it is effective. People are compelled to be indoors therefore, it is easy to approach the customers with creative, strategical campaigns digitally. The amount of time being spent online has increased during the pandemic as a result of shifting consumer behavior while adjusting to the new normal. Online retail & social media grew massively during the pandemic where online ads reaped huge profits along with e-commerce giants such as Amazon, Facebook & Snapchat. This is why the online advertising market was valued at USD 304.0 billion in 2019 and is expected to touch USD 982.82 billion by 2025. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the types of advertising?", "acceptedAnswer": { "@type": "Answer", "text": "There are many types of advertising but mainly 7 are prominent. Broadcast advertising, outdoor advertising, native advertising, display advertising, print advertising paid search advertising, and social media advertising." } },{ "@type": "Question", "name": "Is the advertising industry dying in pandemic?", "acceptedAnswer": { "@type": "Answer", "text": "Unquestionably, advertising agencies faced adverse effects of covid-19 in respect of investments, productivity, creativity, lead generation, consumer behavior changes, etc. But, positively the industry will get rid of the situation soon and become normal." } },{ "@type": "Question", "name": "What is the most effective online advertising?", "acceptedAnswer": { "@type": "Answer", "text": "Online advertising is one of the most prevailing and effective method to escalate your business and reach alluring results in every aspect. Having websites, blogging on daily basis, search engine optimization, social media marketing, and pay per click advertising are the result-oriented approach for effective online advertising during COVID." } },{ "@type": "Question", "name": "Are ads really effective in COVID-19 pandemic?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, indeed, it is effective. People are compelled to be indoors therefore, it is easy to approach the customers with creative, strategical campaigns digitally. The amount of time being spent online has increased during the pandemic as a result of shifting consumer behavior while adjusting to the new normal. Online retail & social media grew massively during the pandemic where online ads reaped huge profits along with e-commerce giants such as Amazon, Facebook & Snapchat. This is why the online advertising market was valued at USD 304.0 billion in 2019 and is expected to touch USD 982.82 billion by 2025." } }] }

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7 Signs Your Manufacturing Company Should Hire a Marketing Agency

Article | August 11, 2020

Hiring a marketing agency can be an expensive endeavor, but oftentimes, the additional expense is worth the boost in customers, leads, and sales that it brings. A knowledgeable, experienced marketing agency can help your manufacturing company

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How to Do Corporate Branding Right

Article | March 15, 2020

A ton of people confuse branding with a company’s logo. When they hear the word “branding,” they immediately picture designers hard at work choosing the perfect shades and template for a new logo. But although a logo is part of branding, it’s not the whole package.

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Boosting business prospects with the physical multichannel

Article | May 4, 2021

In recent years, the focus and surge in ecommerce has been undeniable. There has been clear evidence of how a lack of online consideration can ultimately result in a brand’s demise, with Debenhams and Topshop just two recent examples. However, the latest moves by online giants, including Amazon, are suggesting we’re not quite ready for a complete digital switchover just yet. In this article, Nate Burke, CEO at Diginius, a proprietary software solutions provider for digital marketing and ecommerce, explains that multichannel models are the next logical step, and how businesses can boost their prospects with not just a presence in both the digital and physical space, but by combining the two to create a frictionless customer experience. Instore excitement While it might have felt like the pandemic was driving us closer to some sort of digital utopia, particularly with the closure of non-essential shops, remote working and online social gatherings being the norm for over a year now, it has become apparent neither businesses nor consumers are quite ready for things to transform to such an extent just yet. One clear piece of evidence is the buzz and excitement that surrounded the reopening of retail in England and Wales from 12 April. This date marks the first time this year non-essential stores allowed customers to enter, browse and purchase items in the traditional bricks and mortar way. Stores and hospitality venues were met with queuing customers on day one of the eased restrictions, showing a clear desire for physical brand offerings. One brand in particular which is known for its strictly-bricks and mortar model is Primark. Despite months of plummeted sales, its stores across England and Wales were one of the most popular among consumers on the first day of reopening, with many even lining up outside before business hours. Although the excitement may have simply been down to pent up frustration after having spent months indoors with few other recreational activities available, there is undeniably a certain sense of trust, convenience and comfort offered by the in-store experience, that digital channels are yet to trump. However, when taking to high streets and re-entering shopping centres after so long, consumers are no doubt being met with an unrecognisable physical retail landscape, with a significant number of empty units, some of which once belonged to flagship stores and iconic brands. A changing physical landscape The pandemic was the tipping point for many brands that had been slow or reluctant to adapt to the gradual digital transformation that has been occurring for some years now, examples of which include Debenhams and businesses operating under the Arcadia Group. Essentially, while some of these brands were struggling against online competitors before the initial lockdown, forced store closures drove customers to shop with those that had perfected their digital experience as there was no physical alternative anymore. So with no other options, the enhanced experience and simpler processes of trusted online brands outweighed any incentives to remain loyal to those which favoured the in-store offering. Evidently, the two channels are not the same and a mere presence in both online and offline spaces is not enough. But while consumers bid farewell to stores they have known and visited their whole life, we welcome new brands and ways of shopping to the high street, suggesting it’s not completely over for bricks and mortar just yet. One of the latest additions is Amazon Fresh. The online giant has been taking up space in physical retail across the U.S. for some years now, with bookstores, Amazon Go and the acquisition of Whole Foods. While the latter helped Amazon break into the competitive grocery market in the UK too, its most recent Amazon Fresh store opening in Ealing, London, is on track to solidify its position. The unique store concept of a till-less shopping experience aims to disrupt the grocery industry by removing frictions and enabling customers to get their goods in the most convenient way. The concept utilises hundreds of cameras, depth sensors and artificial intelligence to recognise and monitor items customers pick up and put back. Upon entry, they scan a barcode on their Amazon Shopping smartphone app, and upon leaving, their accounts are automatically charged with the items they walk out with. Of course, Amazon certainly did not need to make this move into physical retail, especially considering their growing online financial performance. However, the business clearly understands the importance of a model that comprises both online and physical channels, particularly as consumers’ behaviours and sentiments adjust following the pandemic. Digital-led bricks and mortar While digital offerings have provided a lifeline for both businesses and consumers amid lockdown restrictions, there are still certain items that customers prefer to buy in-store, with groceries and clothing two of the biggest categories. Ultimately, in-store grocery shopping remains the most convenient way to get items you need instantly, and digital is yet to offer a way to help customers gauge fit, feel and quality of clothing items online. The only option is to place an order and return it if you are unsatisfied, which as Amazon is beginning to understand, comes at a great financial and environmental cost. The brand’s physical stores offer a way to combat these issues until a digital solution is established. Not only do they offer a fast and seamless way to shop for essential grocery items, Amazon Fresh also features a station at which online orders can be picked up and returned, minimising the impact delivery to multiple addresses and round return trips have on its bottom line and the planet. Going forward, this is precisely what the future of retail will look like. Rather than pulling all physical presence, technology and digital software needs to be integrated into in-store offerings in order to reduce pain points of either channel. Many multichannel retailers offer similar click and collect services that help merge customer experiences across channels and create a seamless and convenient process. And while Amazon Fresh is a unique concept, we can see other brands making similar moves with the likes of Scan and Go services and self-checkouts. By embracing and leveraging the technology available, brands can make the most of their multichannel models, whereby online and offline routes are not separate entities, but rather a way to boost business prospects through greater presence, frictionless processes and an overall better buying experience for the customer.

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Spotlight

Sitecore

Sitecore is the global leader in experience management software that combines content management, commerce, and customer insights. The Sitecore Experience Cloud™ empowers marketers to deliver personalized content in real time and at scale across every channel—before, during, and after a sale. More than 5,200 brands––including American Express, Carnival Cruise Lines, Dow Chemical, and L’Oréal––have trusted Sitecore to deliver the personalized interactions that delight audiences, build loyalty, and drive revenue.

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