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Happy's marketing news - 02.06.17

Nick Hyde
Nick Hyde

PR & Content Manager

It’s been a busy week in the marketing world, here’s what has caught our eye!

Businesses are increasingly using customer experience to differentiate their brand yet 30% of senior leaders are confused about who should take ownership of it. Chief marketing officers and other C-suite executives are unclear who should be in charge of the customer experience. This confusion is a key challenge for 30% of the UK and US marketers, CEOs and chief customer officers surveyed by software company Calabrio, which is having a significant impact on the experiences these businesses deliver. In the UK, for example, less than a third (30%) believe customer experience across all their channels is anything more than ‘satisfactory’.
The Labour party dominates the conversation on Twitter, with almost 40% of tweets on election-related hashtags, according to a study by the Oxford Internet Institute about social media in the run-up to the general election. By contrast, tweets about the Conservative party made up just 26% of traffic, with the Scottish National party, Ukip and Liberal Democrats receiving 19%, 9.6% and 5.7% respectively.
Encrypted information has been accessed during a data breach at the password management service, OneLogin. It affects “all customers served by our US data centre” and perpetrators had “the ability to decrypt encrypted data”, according to The Register. Those affected have been advised to visit a registration-only support page, outlining the steps they need to take. Security experts said the breach was “embarrassing” and showed every company was open to attack. OneLogin is a single sign-on service, allowing users to access multiple apps and sites with just one password. Apps and sites integrated into the service include Amazon Web Services, Microsoft Office 365, Slack, Cisco Webex, Google Analytics and LinkedIn.
The marketing industry has now passed an important milestone, with exactly a year to go until the biggest change to data laws in a generation comes into force, and marketers are even less confident about their readiness now than they were three months ago. The EU’s General Data Protection Regulation (GDPR), which has been adopted into UK law in spite of Brexit, will come into effect from 25 May 2018 and involves higher maximum fines of 4% of global turnover for breaches. Only 54% of businesses surveyed by the Direct Marketing Association (DMA) expect to be compliant by the deadline. That number has fallen substantially from 68% since the DMA asked the same question in February. Nearly a quarter of companies have not even started preparing yet, despite the new law being first announced more than five years ago.
LinkedIn has released its 2017 top UK companies list, which reveals the British businesses that are most desirable as employers. The research comes after the business network hit half a billion users in April. To determine the top UK companies, LinkedIn explained it analysed the actions made by its 23m UK members, which highlighted the firms that Brits want to work at. With its reputation enduring the changing retail sector, John Lewis continued to hold the top spot and held off competition from ASOS in second and Topshop owner Arcadia Group in third.
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