Digital philosophy

9 digital marketing predictions for 2018

digital marketing predictions 2018 (1)

Upon leaving 2017 I want to head into 2018 with some reflections and digital philosophical musings of what I believe will have increased importance during the year that now lies ahead of us.

We live in such existing times where marketing, business development and data is so closely linked together and is becoming increasingly so. The digital landscape changes almost daily as new things are invented. Here are 9 predictions for 2018, from crafting more compelling customer experiences to reorganizing marketing teams.

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Two days of data

insight-expo-2017-stockholm

My work comes with some perks, one of them is being invited to attend events on topics that I think is very interesting and other might deem as a bit nerdy. I thrive when I get to leave my computer and get outside the office, meet new people and listen to seminars on topics that I’m interested in and get new perspectives and knowledge. This enriches my own work.

Last week I attended two events in Stockholm, where I first spend half a day with a company that I worked with that sells customer profiling data (Mosaic and Orvesto customer data). This type of data, as far as I’m both informed and know it’s not included in the new GDPR legislation as Orvesto (local Swedish survey tool) is based on probability and is voluntary to participate in. The mosaic customer profiling data, is using it’s own segmentation information based on specific parameters and is based on probability based on the area/address where the person lives. This can then be used in various ways. From programmatic buying to building segmentation models, making selections for truly data driven initiatives.

To move on to the event. The topic of the day was data driven communication and this is a topic that I personally find very interesting. As it combines rational and emotional elements to create for marketing.

My own key takeaways from the Insight Expo:

  • With the vast amounts of data that is generated everyday, as with everything a purpose and goal behind the accumulation of and use of data helps you both to focus and to reduce data.
  • How and when to utilise slow and fast data and where it can be useful to combine them.
  • Examples of how to go from data strategy to operational action, with several examples throughout the day, as the red thread.
  • The most valuable for me was to get out there and listen, join conversations that helps me get back into my work with a fresh perspective and mindset.

The second seminar that I attended was a seminar on GDPR. As I’ve worked with Stena Line and in a position where I was highly involved in the preparation work for this new updated legislation for the market. I want to stay updated on the topic as it’s a responsibility for me, being a digital consultant within marketing, using data for more effectiveness, to futureproof any work and take this responsibility seriously.

My own key takeaways from GDPR with this event:

  • I was relived to get this information in Swedish as all the other information I’ve received both at my former workplace and in my own research online is in English. Don’t get me wrong, I’m very comfortable using English, even more so. But I need to be able to transcend and translate this information to Swedish and how it fits different businesses. Legal terms in Swedish are complicated.
  • Arvato went through the basics, the 7 principles and the foundations of GDPR in a structured, easy to assimilate way. The seminar ended with actions and checklists, which offered the attendees a framework to use for their own organisations.

The two seminars I attended walks hand in hand. Data is the new oil and utilized properly it can move a business forward towards their goals, by being relevant and identifying customers who are ready to buy a product or service, or just by being useful at the right moment.

And GDPR is a way to bring more structure into the world of now free flowing personal information and data, to get the companies that handles personal data to take more responsibility and be more transparent of what the data is used for, why. And hopefully our Apple Terms and Conditions will be shorter and more user friendly after den 25th May 2018! 😉

Why I think GDPR is a positive improvement to marketing, business & customer relationships

gdpr is a positive improvement

I want to follow up last weeks GDPR post with a note on what I think about the coming GDRP update (or what you call this). There is a lot of negative and fearful talk about the GDPR and I think this new improved legislation is actually a good thing. Here is why:

Unsolicited emails/marketing will have to stop – there is a shift within marketing from company focused to customer centric, some companies have not yet made that shift and is still utilising email address from customers that did not give consent. Not caring about if a person actually want to hear from them or not. There is no better way to alienate customers then disrespecting the them from the get-go.

This will force companies to actual be relevant in their marketing & communication – which means that if a company is still behind in adapting to the way of modern marketing there is now an powerful incentive to actually do so. In the end this will mean more relevant marketing and communicating, thus better results generated in the end of bot marketing budgets and other resources.

This will force IT & marketing departments to unite – as they should. Me thinks. As a online presence is now in many cases critical for a business, digital is not reserved for either IT or the marketing department, but relevant to involve all departments in.

Companies need to take responsibility for safety – as we trust more and more companies to store such vital information as for example our card details so customers can enjoy one-click purchases, which is really speeding up the path to purchase, a company need to take the uttermost care of their customers details. Not just credit or debit cards. Therefore having clear processes and protocols in place to handle and protect that data should be part of the fundamental hygiene tasks.

We are all paying with our personal data  – and everyone knows there is nothing that is free online anymore. We are all paying for the content, service or whatever it may be with our personal details. But when we don’t want to be part of something anymore, anyone should have the right to have their personal details removed from any records if one wish. And by being able to remove ones data, helps the company in question to keep their database maintained and the records fresh with customers that actually wants to hear from the company in question.

So in the end, what is so bad with taking responsibility for how you process your customers personal details, taking care, showing respect if someone wants to wipe their record, becoming more relevant and improving maketing and communication and last but not least helping your company to unite departments and remove silo processes within an organisation?

I do understand that preparing incurs both cost, time and resources that where not expected and there are still som uncertainty about what GDPR actually entails. But I think both customers and companies will benefit from this long term by taking proper responsibility.


Image: found via Google from Pinterest, no photo credit/source was stated.

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