Data protection and privacy regulations have existed in law for many years, but GDPR seeks to formalise and strengthen some of the existing directives. Whilst there are some new rules and tighter restrictions, some of the impacts of GDPR have been overstated. That said it is set to shake up online marketing.
Although the penalty for breaches are now very severe, you can mitigate your risks by taking positive action now. Many of the world’s leading marketing channels have already prepared for GDPR.
Richard obtained his law degree from the University of Edinburgh in 2006 before going on to achieve a distinction on the LPC at BPP University. Richard supports and advise clients on data protection obligations and offers bespoke training courses in this area.
In the show, we focus on GDPR’s impact on marketing, as this is the area I have received most questions on. We’ll be covering the following topics:
How to collect data under GDPR
Required data protection policies
The difference between data processors and controllers
What is “Consent” and when can you use “Legitimate interest”?
Will it lead to a world of websites full of tick boxes?
The impact on social media marketing & remarketing
There are a few different approaches to search engine optimisation, dependant on your objective.
It goes without saying that the first stage is always to carry out an SEO Site Audit. You need to maximise your advantage and having a search friendly website is critical.
If your objective is to drive organic traffic to your website, the most straightforward method for accomplishing this is to create regular content. As long as you have a solid content plan and you’ve done your research, traffic should start to flow over time.
Sometimes though you need to rank for that more competitive term. Normal blog content, however well planned will rarely cut it.
In this episode of the podcast, I’ll take you through a method used to rank number 1 in search for those more competitive terms.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker, US department store merchant (1838 – 1922).
For many years we believed online marketing went a long way to counter this statement. To some degree we were right.
In a much simpler environment, before multi-device usage, for example, understanding which channel of online marketing was working was reasonably simple.
A customer would typically use one computer to do their research and purchasing. Tracking their interactions with our marketing was reasonably easy to do.
Now users not only use multiple devices to research and purchase, they use much more complex search strategies too.
We’ve been so used to using the default Google AdWords, and Google Analytics, “Last Click” attribution model that some of the decisions we now make about which channels are bringing in the sales are incorrect.
In this week’s podcast, I discuss the various attribution models you can apply in Google AdWords and suggest which ones you should try. I will also introduce you to Google’s new “Data-Driven” attribution model and Smart Bidding.
Online consumption of video has seen a rapid growth in the past few years. As mobile becomes the go to device for browsing the web, video becomes the platform’s default content. So moving images are becoming ubiquitous amongst consumers.
As marketers, we are always fighting for our audiences attention. Competing in a world crowded with content. Yet blog posts and images litter the web, with many banner ads unseen and much marketing content unread.
So is it time to move to a new medium, video?
Facebook and Google think so, and all the stats on video marketing point to an increased effectiveness of its use.
But video brings its own challenges when it comes to production.
Most of these are resolved with the increasing power of devices like the iPhone and a range of apps, many free.
In this episode, I’ll take you through some the findings, the challenges we face and the simple solutions that you can use to produce the perfect ad.