UPFRONTS
32 Source: Selligent
%
Only 32% of marketers regularly differentiate loyal customers.
90 Source: IBM
The implementation of the new data legislation is creeping ever closer, with marketers and IT departments hurrying to GDPR-proof their practices and maintain compliance ahead of the move in May 2018. But although there is something of a culture of fear around the GDPR, research by Callcredit information group suggests that consumers might be more on board with the changes than marketers may have previously thought. “Our research finds that 81 per cent of consumers will be more likely to share their personal data once the general data protection regulation (GDPR) is in place.” says Mark Davison, Chief Data Officer, Callcredit Information Group. “This presents a significant opportunity for brands to increase customer engagement and loyalty, as long as they are able to effectively communicate what they will do with the data, and use it creatively to keep customers engaged.” In
%
of all the data in the world has been created in the past 12 months.
GDPR: Keeping Your Customers Looped In
It’s not all doom and gloom- new research suggests new legislation will increase consumer trust and engagement.
OUR RESEARCH FINDS THAT 81 PER CENT OF CONSUMERS WILL BE MORE LIKELY TO SHARE THEIR PERSONAL DATA ONCE THE GENERAL DATA PROTECTION REGULATION (GDPR) IS IN PLACE.”
spite of tumultuous change for brand data teams, the new data laws might be the next step in reassuring consumers into sharing their data, and making them more receptive to the personalisation opportunities it provides. So how should
marketers capitalise on this increased transparency? “Personalised loyalty schemes are a good example of where data sharing has proved
successful for both brands and consumers.” says Davison. “A key reason for this is the fact that with these schemes customers are getting a tangible benefit from the exchange. Clearly communicating how the data will benefit consumers is key. The personal information economy will only work if it’s based on a fair exchange.” So with the sceptical
customers (hopefully) on board with the benefits of personalisation, what are the biggest challenges to ensuring a non-creepy customer experience when using data for enhanced personalisation? “It’s important to use the data to understand what your customers want, and use this insight to make their user experience more pertinent and engaging.” says Davison. “Rather than giving consumers the feeling that you are tracking their every move, this will help show that you are giving them the right information at the right time.”
VERTICAL DIGITAL
DICTIONARY
Digital marketing on video has had a turbulent few months. From the Snapchat stories feature suddenly going pan-platform, to YouTube’s scrapping of 30-second
unskippable ads, the developments in video marketing are keeping brands on their toes. So it’s nice to know that one trend that doesn’t seem to be going anywhere is optimised vertical video. As so much of consumer life goes mobile, fitting that four- inch screen must be a marketing priority to engage on the go. “Vertical and square aspect ratios are here to stay.” states Chris Constantine, Head
of UX, Syzygy. “Social platforms such as Snapchat are feeding off this short attention span. However, they also recognise the importance of the users’ ego and are providing formats that allow brands to empower the user […] This means marketers have to think more about the creative element of the media, instead of the delivery- which so very often is the cause of a poor performing display campaign.” In the age of the small screen, it’s only by offering the most efficient format and content that marketers will stop thumbs. Make the most of that space!
of all searches in the US on Google Android are made using voice. Source: Crafted
THE
7 issue 30 summer 2017
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