Happy's marketing news - 22.12.17
It’s our final round-up of the year so let’s take a look at what’s happening in the marketing world in the run-up to Christmas!
Many UK organisations are still struggling to make their customer engagement and data management strategies compliant ahead of the General Data Protection Regulation (GDPR) being enforced in May. 33% of UK organisations have no formal data-cleansing processes in place. 29% are concerned about non-compliance with the GDPR, a 242% increase year-on-year, and more than half are unsure whether third-party data sources will comply with GDPR’s permissioning guidelines.
Some 593.7 million people worldwide will use Instagram at least once a month by the end of 2017, estimates suggest. This figure is expected to jump to 927.9 million users by 2021. However, Instagram claims its user base is more than 800 million. The fore-casted figures take into consideration duplicate accounts, business profiles and fake users.
Programmatic ad buying is increasingly moving in-house – with 38% of brands saying they are looking to move some and 62% to move it all internally by 2022. 78% of agencies say they expect brands to take at least some elements in-house. Brands see the biggest opportunity in programmatic TV and full cross-screen measurement and optimisiation (38% each), followed by personalisation (33%).
Facebook no longer displays red warning icons next to fake news stories shared on the platform, as it says the approach has not worked as hoped. In December 2016, the site started showing a “disputed” warning next to articles that third-party fact checking websites said were fake news. However, it said research suggested the “red flag” approach actually “entrenched deeply held beliefs”. It will now display “related articles” next to disputed news stories.
Apple has confirmed the suspicions of many iPhone owners by revealing it does deliberately slow down some models of the iPhone as they age. Many customers have long suspected that Apple slows down older iPhones to encourage people to upgrade. The company has now said it does slow down some models as they age, but only because the phones’ battery performance diminishes over time. Apple said it wanted to “prolong the life” of customers’ devices. The practice was confirmed after a customer shared performance tests on Reddit, suggesting their iPhone 6S had slowed down considerably as it had aged but had suddenly sped up again after the battery had been replaced.
