135 Marketing Trends found for Corporate / Legal

... new newly introduced policy pending the European Union's implementation of the GDPR [General Data Protection Regulation] on 25 May. 

The Regulation prohibits companies from using data collected by third parties like Google, prompting the latter to tell publishers they must share data they receive from consumers in order to use its software to sell ads.

If Google’s consequent use of the data is found to violate GDPR, publishers -- not Google -- will have to shoulder the consequences.

Read the original unabridged Mediapost.com article.

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...  General Data Protection Regulation [GDPR] which will take effect in May 2018.

It’s fair to say that legislation has failed to keep pace with the speed at which technology and big data has advanced – particularly the ability of a company to gather, store and analyse data.

GDPR is specifically intended to enhance data protection and the right of EU citizens to privacy, giving them greater control over their personal data and its use by marketers.

The new Act represents a complete overhaul of the legal requirements that must be met by any company handling EU citizens’ personal data – and that also includes employees’ personal data.

The implications of GDPR are not to be sneezed at. Companies who fall foul of the regulation and are found to be misusing personal information face stiff fines of up to €20m or 4% of annual worldwide turnover, whichever is the greater of the two.

Read the original unabridged Forbes.com article.

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... artificial intelligence for machines.

That news, as detailed on Google’s blog last month, follows an acquisition by the software giant in January of 2,000 employees who once worked for Taiwanese tech firm HTC.

Separately, but in the same thematic vein, Microsoft said in January 2018 that it has it had chosen Taiwan to grow its artificial intelligence business.

The Redmond, Washington headquartered tech colossus also revealed in February of this year that it intends to recruit one hundred people during the next two years, plus a further two hundred within five years to staff a $34m Taiwan Research and Development centre currently under development and dedicated to artificial intelligence, blockchain technology and cloud computing.

Read the original unabridged Forbes.com article.

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...  all entities holding data on EU citizens to bring themselves in line with the new requirements.

Or at very least figure out what they should be doing differently. 

Marketers and their compliance departments are now so bogged down in the minutiae of the new regulations that they’re failing to acknowledge the bigger picture.

GDPR is just the beginning of an even larger, more structural shift in which consumers begin to grasp the inequities of the "value exchange" in which they've been unwitting participants for years. This shift will continue to have implications for marketers well after the dust from GDPR settles.

Read the original unabridged MediaPost.com article.

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... customer and compliance led data strategy as Europe gets ready for the biggest change in two decades to data protection rules.

Marketers have until May 25th this year to ready themselves for GDPR. Specifically to consider how they will use an individual’s data as well as restrictions in transmitting data within a global remit.

Read the original unabridged The Drum.com article.

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... viewability (21%), transparency (17%) and geocompliance (3%).

Differing slightly in their priorities, 44% of publishers consider ad fraud their biggest problem, followed by issues with transparency (cited by 19%), brand safety (18%), viewability (15%) and geocompliance (4%).

Says Andy Cocker, COO and co-founder of Infectious Media: “Many in the industry are understandably worried about advertising spend being wasted because of poor quality media in the supply chain”.

Moreover: "It’s crucial now that media agencies and ad-tech companies play their full part in increasing awareness and driving up standards.”

Read the original unabridged MediaPost.com article.

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... statute making it easier for publishers to demand payment from the US duopoly for indexing and reposting even small pieces of their content.

However, the law isn’t yet final. It still has to be approved by the Parliament’s legal affairs committee, with a vote due in October 2017.

Despite Parliament's snail-like legislative progress ithe situation is causing alarm among internet freedom advocacy groups, especially as the new law would affirm publishers’ ownership and copyright protections for all content they create.

This would bar Google and Facebook from automatically “scraping” the content and distributing selected clippings to their users, either in search results or news feeds, unless publishers opted in to allow these automated functions.

Moreover, to Larry and Sergey's, consternation the proposed legislation would enable publishers to require payment for Google's right to index and share headlines and other content.

Read the original unabridged MediaPost.com article.

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... devastating consequences.

The catalyst for this time bomb is the European Union’s new GDPR [General Data Protection Regulation], which will take effect on 25th May 218.

Under this new regulation, the rights of individuals (including customers and employees) are significantly enhanced, giving them the right to request access to their data plus details as to how it has been processed.

The legislation goes further - much further - than just contact details. It can also include notes from telephone calls or every email sent to and from the company. Moreover companies will be obliged to share this data with the individual free of charge.

Read the original unabridged TalkBusiness.co.uk article.

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... the implications of doing so.

The announcement follows hard on the heels of the CMA's finding that Starcom Mediavest and TAN Media had arranged for endorsements in online articles and blogs without making it clear the content was advertising.

Paid endorsements aren't a new issue: the Consumer Protection from Unfair Trading Regulations 2008 has always banned the use of editorial content in publications and other media to promote products for which publishers pay without disclosing the tactic to consumer audiences.

The CMA is likely to continue to make examples of brands in order to bring about industry-wide change. Brands and marketing companies should not ignore the CMA’s actions and guidelines, but seek to understand them fully to ensure that their content marketing strategies remain effective, whilst maintaining the consumer trust which is ultimately vital to their bottom lines.

Read the original unabridged WallBlog.co.uk article.

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... national laws.

The GDPR bill, however, is not as draconian as it first may seem, allowing eMail marketers a period of grace until March 2018 to comply with the new email and data protection laws.

The new regulation will also affect anyone sending emails to or from subscribers residing in member states of the European Union.

A press release from the European Commission states that complying with the bill will likely be more difficult for marketers as it enables EU citizens to “better control their personal data”.

The release continues: “At the same time modernised and unified rules will allow businesses to make the most of the opportunities of the Digital Single Market by cutting red tape and benefiting from reinforced consumer trust.”

Read the original unabridged MediaPost.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.