Global Marketing News – 2nd June 2016
US Privacy Shield agreement rejected by the EU
An agreement designed to protect EU citizens’ data in the US, dubbed the Privacy Shield, has been rejected on the grounds that it needs “significant improvements”.
The European Data Protection Supervisor has warned that the data transfer pact was not “robust enough”, and that it didn’t meet the required need to protect EU data stored on US servers.
The new system was meant to replace the old Safe Harbour agreement between the United States and the EU, after it was ruled ‘inadequate’ by the European Court of Justice in 2013, following Edward Snowden revealing the details of the NSA’s access to European citizens’ data.
However, earlier this year, the EU and the US made an agreement for a new pact that make it easier for organisations to pass data, but would require written commitments ensuring EU data would not be used for mass surveillance.
Messaging apps in Iran must now store data within its borders
Messaging apps like WhatsApp and Telegram will now be forced to store data from Iran within the country’s borders.
Already with control over which social networks its population can use, the Iranian government has made it clear that it would like even more control by moving the data so it can track private and semi-private conversations.
The move has raised concerns about privacy in the country, which already bans sites like Facebook, but even with the data stored in the country, both WhatsApp and Telegram use end-to-end encryption meaning even they do not have access to their own users’ conversations; whilst internet users already install tools that mean Iranian internet service providers cannot see them browsing banned sites.
Over 40% create interactive media for content marketing
According to a new report from TeamPeople, over 40% of media executives in the US are creating their interactive media for content marketing campaigns.
The survey consisted of media and audio-visual professionals being asked about how they used material specifically designed for audience interaction.
It revealed that whilst 43% were creating the media for content marketing, a similar number were using it for internal brand promotion and paid social media campaigns.
However, nearly 20% of executives not using interactive media at all, even when in a different survey by YuMe, 49% of people said that they learnt more about a product through a highly interactive advert, compared to just 39% of people who said they learned more through a non-interactive ad.
Low quality goods hamper Vietnamese ecommerce
Vietnamese online sellers are likely to receive less than half of their revenue from online.
Whilst the country is currently growing its digital commerce industry, with 35% of businesses having their own ecommerce site, the revenue percentage gained from that side of the business is fairly low.
A study by the Vietnam Ecommerce and Information Technology Agency, or VECITA, shows that 80% of businesses gained less than 50% of their revenue from online sales through a website or email.
This is likely due to the 73% of Vietnam’s population who find that the quality of goods and services is worse than promised online, leading to a mistrust of the digital market in the country.
The future of mobile is in virtual reality
And finally, according to the CEO of ARM Holdings, Simon Segars, the future of mobile lies in virtual reality.
ARM, which designs the majority of the world’s mobile processors, have recently announced a range of new components with increased power to allow for use of VR hardware.
During the announcement, Segar said that whilst there is currently limited VR content, he believes that the technology will “resonate with people”, which will push it towards becoming a mainstream technology.
He also said that because the success of VR relies heavily on the improvement in performance technology, “if we get the technology right in mobile, the same technology can be used in lots of other applications”, leading to steps forward in other forms of entertainment, such as the infotainment technology in modern cars.
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Cal O'Connell
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