Global Marketing News – 27th November 2015
Google reveals “right to be forgotten” leaderboard
Google has released a transparency report detailing “right to be forgotten” requests it has received from Europeans since May 2014.
The EU “right to be forgotten” law means that EU citizens can ask search engines to remove links to outdated or inaccurate information about them.
The report revealed that Google has evaluated over 1.2 million URLs for removal since the law came into place, with the search engine removing 42% of requests.
The top 10 most removed URLs were also revealed, with facebook.com being the top domain, accounting for over 10,000 URL removals.
Several other social networks, such as YouTube, Google+, Badoo and Twitter were also in the top 10, as well as several online directories such as profileengine.com and 192.com.
McDonald’s to improve online advertising targeting
The fast-food restaurant McDonald’s has said it wants to improve its online advertising targeting efforts.
Currently it engages in online display advertising, with programmatic advertising accounting for around half of this.
It wants to improve its audience targeting, however, with the type of retailers they shop at and the genre of television they watch being named as particular areas of interest.
To acquire this information, it needs to create a global website which serves multiple markets and integrate a single analytics package. It ultimately wants to build a data management platform (or DMP).
Currently, it has separate websites for separate markets which each collect completely different data sets, making combining data sets and comparing different markets a challenge.
A McDonald’s spokesperson has commented on the company’s online advertising ambitions, saying: “Once we’ve got that first party data we will be able to combine that with third party data we’re already collecting to create a holistic view of the customer, wherever they are on the internet, that’s the goal. But we’re not going to get there until 2017 in most places.”
Ecommerce in Thailand growing fast
Research by Visa has revealed that the ecommerce market in Thailand is growing fast.
Online shoppers in the country use ecommerce fairly often, with two-thirds of online shoppers saying they buy online at least once a month.
Mobile commerce is very popular in the region, with just over half of Thai online shoppers saying they accessed the internet using a mobile phone, and a third saying it was their preferred ecommerce medium. Mobile commerce was especially popular amongst men.
The main reason given for buying online was the convenience factor, with 40% saying they were motivated by the convenience of getting items delivered directly to their homes or workplaces.
Price and choice were much less important factors, cited by just 15% and 8% of respondents respectively.
Software, apps, events tickets, travel tickets, and digital entertainment content such as videos, music and games were the most popular Thai ecommerce product categories.
Clothes and accessories, cinema tickets and online bill payments are predicted as big growth markets for the future.
The report also revealed the key reasons why Thai online shoppers sometimes abandoned online shopping carts and failed to buy the item they were interested in, with slow website loading times and difficult to navigate websites being the most commonly cited problems.
Study reveals French ecommerce delivery preferences
And finally, online shoppers in France most prefer to have items delivered to their homes, according to research by FEVAD.
81% said home delivery was a preferred delivery option, followed by delivery to a pick up point at 67%, in-store collection at 32%, and delivery to relative’s homes at 13%.
The research also examined the Christmas shopping intentions of online shoppers.
It found that 68% of French internet users were planning on buying at least one Christmas present online.
A desire to avoid crowds was cited as the main reason, followed by cheaper prices.
The research was carried out before the November Paris attacks, but analysts have predicted that the tragic events may have made online shopping a more appealing option in a climate of increased anxiety about going out shopping in crowded areas.
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Cal O'Connell
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