04/08: Digital Marketing News

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Robert Ferguson. Heather McGreevy. Angus Carbarns.

This week, Robert is talking GDPR legislation, Heather highlights Snapchat's new measurement tool for advertisers and Angus looks at the changes to Google's Search Console.

GDPR - user friendly info round-up

The General Data Protection Regulation (GDPR) is a piece of EU legislation is coming into force in May 2018, and it imposes a high standard for businesses who obtain and handle the private data of individuals from the EU.

Under the terms of GDPR, consent for data to be stored or processed by an organisation must be a freely given, specific, informed and unambiguous indication of the individual’s wishes. There must be some form of clear affirmative action – or in other words, a positive opt-in – consent cannot be inferred from silence, pre-ticked boxes or inactivity.

The internet is being filled up with guides, opinions and conjecture as to how the principles above can be met, even as this sentence is being typed. The problem is, for the average marketer it can be hard to get an idea of the broad themes of how to comply with GDPR before diving into the finer details.

With that challenge in mind then, here are a selection of the most helpful articles Dog have seen on GDPR legislation, covering a list of clear, actionable steps required to comply with legislation, examples of obtaining consent done well, and more.

Robert Ferguson, Paid Media Manager

Snapchat introduces ROI for advertisers

Snapchat announced this week that they will FINALLY be introducing a measurement tool for advertisers which could make it a much more worthwhile platform for brands to advertise on now that they can see the return on investment.

The social media app will now allow for third-party tools to track ads and the impact on brand sales.  This gives marketers the opportunity to measure the effectiveness of the campaigns and will help to make Snapchat campaigns more data-led.

Not only is this more effective for marketers but it also makes the platform much more competitive with the likes of Facebook, Google and Twitter who all offer extensive measurement tools for advertisers. Marketers will now have more visibility on how successful campaigns have been on the channel and can make more informed decisions on whether it’s the right outlet. As an advertiser, this also gives me much more confidence in trialling the platform out for campaigns I might not have considered it for before.

So why not consider it for your next campaign? There’s definitely a lot of opportunity on Snapchat – in the UK last year there was a massive 90% growth in users and it’s forecasted to reach one third of all UK smartphone owners by the end of 2017. See some of the reasons why Snapchat might be right space for your brand to advertise below:

Who can you reach on Snapchat

  • 71% of users are under 34 years old and 45% are aged between 18-24
  • 70% of users are female
  • Currently 25% of smartphone users in the UK are on Snapchat
  • There’s a massive audience in Ireland – it has the highest percentage of UK adults using the app

Heather McGreevy, Media Manager

Google Announce Changes to Search Console

Google announced a number of upcoming changes to their Search Console platform on the Webmaster Central blog this week. Two features that had us most interested were the Coverage report and AMP fixing flow. The blog suggested that the Index Coverage report will show users more in depth information on indexed and non-indexed pages, along with examples and tips of how to fix indexing issues.

With AMP growing in popularity, Google also stated they are working on an brand new AMP fixing flow to better enable users to understand how AMP issues affect a site, and provide the ability to drill down to specific page-level issues and identify fixes. Crucially, users will be able to test their fixes immediately without having to wait for Google to recrawl affected pages which will massively speed up the AMP fixing process.

Angus Carbarns, Insights Analyst

 

That's it this week, folks. See you again next week for the latest news from across the digital marketing landscape!