GDPR: When Challenge Becomes Opportunity

Let’s talk location.

Get original insights, informed comment, and thought leadership from the team as well as from our partners and customers, as we shape the market together.

GDPR: When Challenge Becomes Opportunity
Dan Wilson

The GDPR isn’t some former East European Communist State. It’s an extensive piece of legislation affecting all EU members, anyone who interacts with EU consumers, and anyone who employs people in the EU…And the UK government has already committed to keeping GDPR post-Brexit.

But the point of this post is to show some appreciation for the EU’s General Data Protection Regulation (GDPR) which will be enforceable within the next 12 months. It will have significant implications for digital marketing within the EU and quite possibly the rest of the world, eventually.

Threat or opportunity?

Nevertheless, the lack of understanding and misconceptions of the scale and full impact of GDPR is hampering efforts to comply. A recent article in The Drum, referencing a YouGov survey commissioned by law firm Irwin Mitchell, reported that almost a fifth of companies in the marketing and advertising sector would go out of business if they were to be hit by a fine for non-compliance of the new GDPR legislation. Failure in being capable of detecting a data breach, either internally or from a supplier was the main reason so many businesses would at risk of prosecution.

Now, there are some horror stories doing the rounds about GDPR: the Information Commissioner’s Office (ICO) hiring “hundreds” of extra staff in preparation for a massive increase in cases to prosecute (sent to me by a privacy vendor, no doubt in the hope I would engage their services); that GDPR will be the death of adtech; that there is an arms race for consumer data now to grandfather the consent for when GDPR comes into force… and so on.

Will technocrats based in Brussels really understand the details of algorithms created by Facebook, Google et al, to be able to regulate effectively? That’s debateable. What’s not up for debate and requires no understanding of profiling algos, is that the meaning of “privacy” in GDPR really relates to the ‘right to be forgotten’ – and that’s just plain and simple.

It’s true that much of the guidance offered by the ICO is pretty ambiguous. However, marketers that actually understand their customers shouldn’t panic. There are already well-established best practices and policies, which any responsible business should already have in place, that are most likely sufficient for marketing companies to remain safe, albeit with making one or two additional changes to their data strategy.

Drain the swamp

Any organisation that is living in fear of GDPR probably shouldn’t exist for much longer. The best way to look at GDPR is that for the first time European companies have a single set of principles by which to operate. No more ambiguity, no more implicit/explicit consent conundrums to deal with. This can only be good for adtech, as ultimately without data these businesses just become ad networks ‘spraying and praying’.

Safe Harbor / Privacy Shield are admirable attempts to put some order into chaos for US companies transacting in the EU. And hopefully an understanding of GDPR will give EU companies transacting in the USA and edge.

Global perspective

The dust needs to settle before we can can really work out the differences between EU and USA data protection regulations, but we will paying close attention to developments. Wider afield, in Latam, Asia and Africa, any regulations around data privacy are pretty relaxed right now.

Australian regulators have already imposed some fairly exacting responsibilities on marketers around requirements for opt-in consumer consent, before using their data, and it’s more than likely the government there will go in the same direction as Europe with data protection laws.

Incremental steps

Location data comes in many forms but from our perspective, mobile location data used for commercial purposes is already compliant with applicable regulations, and we’ve begun working with all relevant partners to be ready for GDPR next year.

We are already registered with the ICO. We did this in advance of any need to do it and this supports our position on ensuring we are always trying to stay ahead of the most current legislation. Blis has also begun a certification procedure with Truste (now known as TrustArc) on our data collection and data usage policies. We believe this investment will provide additional reassurance to our partners that Blis continues to adhere to the regulatory framework.

As one of the first companies that has location data as its primary focus, Blis has a significant role in helping to shape the ‘why?’ and ‘how?’ where geo-data is being used in advertising. We are actively engaged with all relevant industry trade association policy initiatives in the markets we operate in to ensure our voice is heard.

Blis will clearly continue to demonstrate our commitment to protecting consumer privacy and data and we would be delighted to discuss our efforts in more detail with you at any time. Clients can rest assured that privacy and data protection is at the heart of our ecosystem and as such, anonymous and fully opted-in data will become the foundation of the tech underpinning adtech.

Tags: , , , , , , ,

Dan Wilson is Vice-President, Monetisation at Blis. Dan’s role is centred on building the leading global Exchange for qualified location-enabled media. He brings significant mobile adtech experience to Blis having previously held senior positions at both PubMatic and Amobee. Having been mobile-first since 2000, Dan started his career in product management before moving into programmatic trading and he cares deeply about enhancing the quality of mobile ads for a better consumer experience.
Most recent blog posts
Meet, Greet and Keep: How Mobile Can Help Brands Throughout the Sales Funnel

Article

Meet, Greet and Keep: How Mobile Can Help Brands...

Our mobile devices give us more than just a way to call or text friends and family: Today, they are our maps, books, radios, and miniature shopping malls. We turn to them for news, entertainment and answers. And from dawn till dusk, we keep them at our sides like our most faithful companions.

So it’s no wonder mobile devices have become integral to an advertiser’s ability to reach their ideal audiences at every stage of the sales funnel. Here’s how brands can employ effective mobile advertising strategies to acquire, engage and retain customers.

Win Over New Customers

One of the best ways for advertisers to identify new audiences is to see where they shop. But without access to a competitor’s first-party purchase data or information about their website traffic, how can advertisers find this out?

Mobile devices provide the answer. By revealing where consumers go, mobile location data can tell brands which consumers spend their time browsing similar products at a competitor’s store. Let’s say Target wants to reach out to consumers who usually shop at Walmart. They can use location data to identify—then target—those who frequently visit the competitor yet still live near a Target store.

But brands need to be careful before jumping to conclusions about consumers. Real-time location data provides important insights, but they can be strengthened when paired with historical location data.

For example, just because someone visits a high-end boutique like Chanel, it doesn’t mean that person has the budget to shop there—they could just be browsing. How can an upscale fashion brand find out which of those Chanel visitors are actually potential shoppers? Here, historical location data can help. It can reveal, for instance, which of those visitors go to private airports a few times a month or regularly visit Giorgio Armani or Versace stores. Chances are, these consumers will be a better bet for the fashion brand seeking to acquire new customers.

Keep Them Interested

What’s the first thing you do when you wake up in the morning? For most of us, it’s look at our phones to turn off our alarms before checking the weather and scrolling through our Twitter feeds. And throughout the day, we continue to stare down into the faces of our mobile devices: checking the news on the train, sending an email between meetings, or watching videos from our living room sofas.

In order to engage consumers on the devices we use day in and day out, advertisers will need to serve ads that make sense for the consumer depending on where they are during the day. To do this, advertisers must first ask the question: What do consumers want to see on their mobile devices and when? Consumers spend a third of their time online watching videos, for instance, but they aren’t going to watch a 30-second video ad while walking down the street.

To boost engagement, brands can use knowledge about a consumer’s historical and real-time whereabouts to reach out at the time and place that will produce the greatest level of engagement. To effectively grab the attention of a consumer that’s out and about, a banner ad may work best. Later that evening, when the consumer is at home using a tablet or laptop, a longer video on a larger screen may work well.

Inspire Loyalty

How can brands make sure they retain the new and existing customers they’ve worked so hard to gain? They must first recognize and show appreciation for their most loyal customers.

Most advertisers identify loyal customers by looking at newsletter subscriptions and online purchase histories, but they may be missing other valuable customers who prefer to shop in stores. By identifying devices that frequently visit a brand’s store location, advertisers can make sure they are recognizing—and thanking—all their biggest fans. When an existing customer comes into a store a certain number of times, for example, advertisers can deliver a thank-you message—perhaps offering the loyal customer a generous coupon to redeem in-store.

Read more

Retailers’ Golden Ticket to Reviving Brick and Mortar Stores

Article

Retailers’ Golden Ticket to Reviving Brick and Mortar Stores

Interested in understanding how to connect mobile experiences to physical stores? Or how mobile can be the extension of a retailer’s store? Maybe you’ve wondered about the new Cost-Per-Visit metric? Look no further. Blis’ location data experts will be answering these questions on a weekly basis over the next few months in our ‘Retail Series’ which aims to equip retail marketers with the right insights and top tips to stay ahead of the game.

Following its decision to buy e-commerce company Jet.com last year, Walmart recently agreed to acquire Bonobos, a retailer with a strong online presence and generous shipping policies. If these moves weren’t sign enough that the physical and digital retail worlds are merging, Amazon’s acquisition of Whole Foods is the ultimate wake-up call.

Retailers everywhere are realizing that while brick and mortar stores are still critical, they’ll need a strong digital strategy to keep them filled with happy customers. Mobile devices are retailers’ golden ticket to connecting with consumers and reviving in-store shopping.

Understanding Consumers though Mobile

Whether they are going to work or going shopping, consumers carry their phones with them wherever they go. As a result, mobile devices provide retailers with a constant stream of valuable consumer insights. GPS and Wi-Fi data can tell retailers, for instance, whether a consumer is at a desktop at work, connected to Wi-Fi at home, or walking past a retailer’s store.

Beyond real-time location data, retailers can use historical location data to understand a consumer’s habits. For example, some consumers might visit a luxury jewelry brand on Fifth Avenue just to browse, even if they have no intention (or monetary means!) of buying. Thus, for that specific retailer, in-store visits may not indicate ideal customers. Instead, that luxury retailer can look at historical location data to identify their ideal consumers: perhaps individuals who frequently stay at the Four Seasons Hotel or regularly check in to exclusive country clubs.

But retailers shouldn’t rely on mobile data alone. By layering mobile insights with other valuable sources of data, advertisers can gain a holistic picture of their perfect audiences. Data collected from laptops, for instance, can reveal browsing histories and online shopping patterns; however, consumers won’t be opening up their laptops while shopping in stores. The trick is for retailers to match the data across devices to unique mobile device IDs. Only then will they gain a more holistic understanding of consumers and will be able to target or retarget them with products they are likely to go buy.

Driving Foot Traffic Creatively

Once they’ve gotten a clear and thorough understanding of their ideal audiences, how can retailers use mobile devices to drive foot traffic? Proximity targeting—delivering ads to consumers when they come within a certain distance of a store location—is a common approach. Retailers can maximize the power of proximity targeting by crafting unique and imaginative creatives.

For instance, advertisers can deliver ads to shoppers already in the area to tell them about an in-store sale, or offer them a coupon they can only redeem in person. Retailers can also deliver ads that feature a handy map telling consumers how to find their store.

Sometimes, targeting consumers when they are walking by a store may be a little too late. A QSR wanting to boost its 10 am breakfast crowd, for instance, may want to target consumers when they wake up around 7a and begin planning their day. Otherwise, the consumer has most likely already made their breakfast choice.

While there is no one-size-fits-all solution for retailers looking to connect with consumers and drive in-store sales, a strong mobile strategy is key. As the digital and physical worlds continue to blend, retailers must harness the insights and capabilities of mobile to reach their unique brand objectives.

Tune in next week to read all about how mobile is fast becoming the extension of a retailer’s store.

Read more

3 Ways Retailers Can Use Mobile for Effective One-to-one Marketing

Article

3 Ways Retailers Can Use Mobile for Effective One-to-one...

Today, mobile devices are like mini retail stores we carry around in our pockets: places where consumers can browse merchandise or place orders almost instantly.

But mobile devices also give consumers something they can’t get in stores: personalized marketing. Collecting data like shopping histories and browsing patterns, mmobile devices provide retailers with detailed insight into individual consumers and a means of communicating with them directly.

How can retailers use mobile insights and capabilities to craft effective, one-to-one messaging?

1. Get personal.

Today, consumers want—and expect—ads to speak directly to them. In fact, 74% of customers feel frustrated when their online experiences aren’t personalized.

The easiest way for retailers to personalize content is by harnessing their first-party data. If a customer purchases a dress online, the brand can use what they know about her (her fashion interests, browsing history and email address) to customize subsequent content. For example, the brand can serve an ad via email that suggests a pair of shoes to go along with the new dress.

With CRM data, the retailer can see what the woman bought online, but do they know what she’s purchased elsewhere? Or what she does when she’s not shopping? This is where location data comes in. Retailers that layer location-based insights on to other sources of data can get to know where and when consumers shop at brick and mortar stores. They can also identify other behavioral patterns, including which day of the week and time of day they like to go shopping—data can enables greater levels of personalization.

Let’s say a CPG brand wants to reach out to a previous customer who hasn’t been seen in store lately. The marketers can use their knowledge of the consumer’s daily commute to deliver the ad just before he leaves work, suggesting he stop by on his way home. They may even offer him a discount on the product he previously purchased.

2. Market to individuals, not devices.

Once retailer marketers have identified their ideal audiences on mobile, they shouldn’t see phones as the only means of communication. Consumers own an average of 3.6 connected devices, so retailers should communicate with consumers across the devices they use, including tablets, laptops, desktops and addressable TV.

However, if a retailer sees a user reading political news on the tablet all day but watching cartoons in the evening, it might not be the same same person. With families and partners sharing devices at home, marketers need to make sure they are constructing nuanced consumer profiles across devices in order to reach out to individuals, not just devices.

3. Don’t be creepy.

Personalized, cross-device marketing is on the rise in part because consumers are increasingly willing to disclose their data to retailers. After all, purchase histories and location data are essential for useful or interesting ads.

But how retailers use that data is key. Consumers want to feel understood, but they don’t want to feel like ads are invasive or drawing on data that’s simply too personal and private. Marketers need to make sure they aren’t crossing any personal boundaries or making consumers feel uncomfortable.

If marketers want to turn heads or, more importantly, turn consumers into buyers, they’ll need to do more than blast out generic ads to the masses. When retailers personalize ads with these three tips, they’ll see huge improvements in campaign performance.

But how, exactly, do they measure these improvements? Find out next week when we assess the best metrics for retailers.

Read more

© Blis 2017 | Registration Number: 06455773 | Privacy