Marketing is a fast-paced industry and it’s not enough to know what’s going on in your little corner of it. Keeping up with the latest developments that will affect your work and seeing how others are adapting to the changes is as much a part of your job as implementing your brand’s promotional strategy.
Here at Axonn, we’re always spotting new developments and sharing them with each other. Now, we’re expanding our reach and passing on the latest marketing news to you too. Here’s what we learnt in May:
When it comes to GDPR in marketing, a three-pronged approach is key
If you thought the GDPR headache came to an end with the deadline on May 25th, then I’m afraid you can’t quite breathe a sigh of relief just yet. For marketers, leads gained through third-party databases and direct marketing will both be affected now that the new legislation has come into force.
In an article for The Drum, Marcus Hemsley, the founder of Fountain, outlined three strategies for overcoming the new challenges brought about by GDPR. They are:
· Conversion Rate Optimisation (CRO), which would help to realise the potential of traffic generated, therefore helping to pay the costs associated with getting so many users onto your site
· Attribution and the 20/20 rule, which moves away from last-click attribution and allows you to better understand the whole user journey that led to a sale, as opposed to just the final step
· Establish yourself as a thought leader through remarketing by upping the standard Google setting of 30 days to anywhere up to 540 days and deliver useful and relevant content via banner ads and social media posts
Peter Yates, chief operating officer at Axonn Media, said: “Many brands are still reeling from the effects of becoming GDPR compliant and potentially breathing a sigh of relief now the deadline has passed. However, for marketers, the impact of GDPR is as important to keep in mind now as it was before, where digital strategies have to be adjusted, it’s a race to capitalise on the change before the competition does.”
Online overtakes TV for number of ad complaints
New figures released by the Advertising Standards Agency (ASA) found that complaints about online ads have now surpassed the number being received for those shown on TV. Some 10,932 complaints were sent in relation to 9,951 online ads in 2017. This compares to 9,466 issued about 4,666 TV ads.
Among the areas where the ASA is taking a growing interest is that of non-transparent social media posts by influencers. Paid-for influencer content must be clearly flagged and while many big brands are following the rules, some smaller names are falling short of their obligations to be clear that an endorsement has been bought.
Guy Parker, chief executive of the ASA, told Marketing Week: “We hear sometimes from social influencers and sometimes from their talent agencies that they are under pressure – either from brands or PRs working for brands – not to disclose, saying this will work better if you don’t say it’s an ad.”
Marketers should not overlook voice-first technology
If you’re one of the growing number of people using voice-first technology like virtual assistants, then maybe you should ask: “Alexa, is voice going to be the next big thing in marketing?” According to an article by Steve Olenski in Forbes, Alexa’s answer should be a resounding “Yes!”
With 58 per cent of people having used voice search to find information on a local business in the last we months, according to a Bright Local survey, marketers overlook this development at their peril. Users can do everything from making a reservation to checking stock levels in specific shops, making voice-first technology a growing solution to the problem of increasingly busy lives.
Jamie Dawson, an account manager at Axonn Media, has been reading up on the potential of voice-first technology for marketers. He said: “It certainly presents a great new avenue for marketeers to explore as consumers’ buying habits change and develop with new technology. However, it’s hard not get a few Orwellian shivers as marketing efforts pivot to capitalise on the way we speak when buying!”
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