131 Marketing Trends found for Corporate / Legal


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Marketers Urged to make Data a Key Part of their Strategy.

Trend Summary: With the General Data Protection Regulation [GDPR] looming, marketers must make data a key part of their strategy.


According to Colin Grieves, managing director of Experian Digital Marketing and Media Services, businesses will need to strive for a ...

[Estimated timeframe:Q1 2018]

... 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.


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

Source: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7311

Fraud Cited As Biggest Ad Industry Challenge

Trend Summary: Ad fraud in the UK is the biggest industry challenge cited by both marketers and publishers.


According to a study conducted by London based internet marketing service Infectious Media, 33% of marketers say they are troubled by ad fraud, with brand safety in second place (26%) followed by ...

[Estimated timeframe:Q3 2017]

... 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.


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

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7235

EU Supports Publishers Fight Against Google-Facebook Duopoly

Trend Summary: EU gives publishers a boost against Google-Facebook duopoly. 


 European publishers have found an ally in their struggle against the online media “duopoly” of Google and Facebook after two committees of the European Parliament voted to approve a proposed new ...

[Estimated timeframe:Q3 2017]

... 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.


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

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7226

EU To Introduce Data Time Bomb In 2018

Trend Summary: Customer insights, if gathered and used correctly, can drive marketers strategy and become a key part of operations.


Virtually all  thriving businesses are sitting on a goldmine of information, despite which many are taking unnecessary risks with this data, exposing them to potentially ...

[Estimated timeframe:Q1 2017]

... 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.


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

Source: TalkBusiness.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7068

Watchdog Warns Brands to Beware of Hidden Online Ads

Trend Summary: The UK Advertising watchdog has declared war on undisclosed advertising in online publications and blogs.


In a bid to repair consumers’ trust in online content Britain's Competition and Markets Authority [CMA] has announced its intention to tackle undisclosed advertising in online publications and blogs, and to ramp up awareness among marketers, publishers and bloggers of ...

[Estimated timeframe:Q3 2016]

... 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.


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

Source: WallBlog.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6948

eMail Marketers Face Tighter Regulation

Trend Summary: The European Union this week agreed to implement new regulations for data sharing and protection.


In a move that will profoundly affect eMail marketers, the European Parliament this week passed the General Data Protection Regulation bill [GDPR] giving member states two years to comply with the regulation and incorporate the GDPR into their own ...

[Estimated timeframe:Q2 2015 - Q4 2018]

... 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.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6793

EU Moves to Impose New Data Retention Law

Trend Summary: The European Commission is mulling a new law requiring telecoms companies to store communications data of EU citizens.


Following the European Court of Justice's recent rejection (on privacy concerns) of a proposed new law to fight terrorism, the European Commission is mulling new legislation that will compel telecom companies to retain the communications data of all EU citizens. The move was  triggered by the murderous Islamist attacks in Paris last month, focussing the attention of European Union leaders on how best to ... 

[Estimated timeframe:Q1 2015 onward]

... intensify counter-terrorism efforts within the EU.

For example this might require the creation of an EU-wide system for storing all airline passenger data.

This would require a careful balancing act, as the EU Home Affairs Commissioner Dimitris Avramopoulos notes: "On the one hand, the fundamental role that telecommunications records could play in the fight against terrorism and, on the other, the importance of adopting a cautious and measured approach".

According to the minutes of the Commission's meeting, Mr Avramopoulos intends to launch a consultation on the issue to determine whether a new law on data retention that respects privacy rights could be prepared over the coming year.

Following the proposed law's initial rejection by the European Court in 2014, Britain rushed through emergency legislation requiring UK-based telecoms firms to retain customer data for one year thereby prompting criticism from privacy campaigners.

Read the original unabridged Reuters.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.

Source: Reuters.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6501

New EU Data Laws Could Shackle Marketers

Bottom Line: Marketers operating within the European Union are likely to be shackled by stringent new EU data protection laws.


The ongoing battle between big data and individual privacy reached its zenith earlier this month when the European Parliament voted in favour of harsh new data protection regulations. Predictably this was not to the liking of adland's trade bodies, among them the World Federation of Advertisers and the EU-focused Industry Coalition for Data Protection (whose membership includes the WFA and the EU branch of the American Chamber of Commerce), all of whom were ... 

[Estimated timeframe:Q4 2013 onward]

... furiously lobbying ahead of the vote in the hope of negotiating a lighter-touch regime that takes into account the interests of business. 

Argues Malte Lohan, director of public affairs at the WFA: "The European Parliament wants to make the toughest privacy law the world has ever seen. The EU is championing the rights of citizens, but it's not that straightforward - this could undermine the digital economy."

The first crucial issue is around the definition of personal data.

The Data Protection Regulation could include not only personal information like names, bank details and passport numbers, but all sorts of identifiers that marketers routinely use – and consider to be anonymous -- in the world of big data.

The second - and equally crucial - bill centres on the definition of consent.

It seeks explicit, prior, opt-in consent at every turn, asking consumers to negotiate a cookie wall before they can engage in such routine activities as checking the weather or viewing the news.

Posits Mr Lohan: "From a marketer point of view it's totally disproportionate."

The proposals were first outlined last year. Since then, Jan-Philipp Albrecht, a Member of the European Parliament who represents the German Green Party, has been working on refining the complex document.

Reports AdAge: "Mr Albrecht specializes in civil liberties and is tough on privacy issues."

Read the original unabridged AdAge.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.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6194

UK's Ofcom to Enforce Lower Superfast Broadband Charges

Bottom Line: The UK government's communications regulator is planning new and better deals for 'superfast' broadband users.


Superfast fibre optic services [SFOS] now account for around 13% of all broadband connections in the United Kingdom, prompting communications regulator Ofcom to impose new measures designed to achieve better SFOS deals both for consumers and businesses. SFOS connections are usually made via fibre-optic cables, achieving speeds more than double the UK average. To encourage greater use of the technology Ofcom proposes to ...

[Estimated timeframe: Q3 2013 onward]

... shorten the minimum length of contracts and cut the costs charged by broadband providers when switching customers.

In a recent report Ofcom said upgrading from slower connections was becoming cheaper, and is increasingly popular with businesses and consumers alike.

However, the watchdog also found that switching between one superfast provider and another remains expensive.

Currently, ISPs [insternet service providers] using BT's superfast Openreach network must pay BT a £50 fee if they want to switch a customer on to their service - a charge that is frequently passed on to the customer.

Ofcom plans to slash the cost of switching from the current £50 fee to between £10 and £15. The regulator also plans to reduce the minimum contract length to one month.

According to Ofcom, the proposed measures are intended to ensure that BT's access charges for its fibre network are "fair and reasonable".

Read the original unabridged BBC.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.

Source: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6130

World Ban on Tobacco Advertising Sought

Bottom Line: The World Health Organisation has urged governments to impose a global ban on tobacco advertising.


Hard on the heels of this year’s World No Tobacco Day on May 31, the World Health Organisation [WHO] is vigorously lobbying national governments across the globe to ban tobacco advertising, promotion and sponsorship. For the past fifty years the US, UK and most EU governments have been warning people about the harmful effects of tobacco. Now other nations are ... 

[Estimated timeframe: Q3 2013 onward ]

... following suit.

Thailand requires graphic labels on packs of cigarettes, while Turkey and Russia have enacted strong tobacco control laws.

The latest campaign has renewed smokers' interest in quitting, claims Dr Thomas Frieden of the US government's Centers for Disease Control and Prevention.

"Quitting smoking is the single most effective thing you can do to improve your health," he said.

But quitting isn't easy. Only 10% of smokers will quit in a given year according to Joanna Cohen of the The Johns Hopkins Bloomberg School of Public Health.

Explains Dr Cohen: "Tobacco use is an addictive behavior, and it's a human behavior which is very complex. So just think of any behavior on your own that you want to change, and it's not easy."

In Russia, according to Cohen, the stop smoking campaign was only partly due to health care costs. "Their citizens were dying off early, way earlier than they should be," she said. 

Among the stark facts highlighted on World No Tobacco Day:

  • Tobacco kills up to half its users
     
  • Tobacco kills almost six million people a year
     
  • Annual death toll could reach eight million by 2030
     
  • Nearly 80% of the world's smokers live in low and middle-income countries
     
  • Consumption of tobacco products is increasing globally.

According to the WHO, four out of five tobacco related deaths are in low and middle-income nations - countries that bear the greatest burden of disease and premature death.

These countries are where the tobacco industry is energetically seeking new smokers!

Read the original unabridged Voice of America article.


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

Source: VOANews.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6109



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