Mediaboss Marketing

The governments proposed legal framework known as Personal Data Protection Bill for the use of personal data and preventing its misuse which has been drafted on the lines of the European Unions General Data Protection Regulation (GDPR) is likely to impact sectors such as e-commerce, streaming platforms, financial services, IT among others.

Also read: Will Personal Data Protection Bill mean the death of personalised advertising?

The bill was tabled in the Indian Parliament on December 11 and is now being reviewed by a joint panel of Parliament. If it is passed in the current form and shape, the bill is likely to increase the cost of operations for marketing agencies and could pose obstacles in the implementation of personalised marketing campaigns. The bill has divided data into three segments personal, sensitive personal and critical personal.

The companies will have to take explicit consent from users before processing personal data and inform the user about the nature and categories of personal data being collected and the purpose for which the data will be processed. The user will also have to be informed about other entities the data will be shared with.

The proposed provisions that may hit the sectors:

1. The bill mandates that user consent should be obtained for storing and processing of personal data by companies.

Impact: So if a marketing network is storing your data and processing it to serve personalised ads to you, it will need user consent to do so.

2. Biometric data falls in the category of sensitive and cannot be processed unless specifically permitted by law.

Impact: For India's rising voice search industry, it could be a roadblock as they won't be able to process the data freely and would have to seek specific permission from the authorities. Experts believe this clause might be diluted during the review of the bill by a committee of MPs.

Google was asked to halt its analysis on the voice search after Article 66 was implemented by GDPR. If we look at it from the same perspective, yes, it would mean holding on until the regulations are strong enough to encapsulate how voice search results can bring in growth for marketers.

3. Data that has been defined as sensitive or critical has to be stored in India.

Impact: If a global ad network or platforms such as Google or Facebook are storing your health and financial data among other things, it has to be stored in India. Even for processing if it goes to their global headquarters, user consent will be required.

4. Empowers citizens to correct, erase and forget their personal data.

Impact: No social media network or search engine or an ad network can keep your data forever, unless you want it. Under the proposed provisions, the user has the right to erase. A consent manager will be there to enable users to gain, withdraw, review and manage their consent.

5. Large social media platforms to be tagged as significant fiduciaries.

Impact: Large scale data processors that are social media platforms will be tagged as significant fiduciaries by the government and will come under more compliance and responsibility, including offering voluntary user verification.

6. Companies may get their Privacy by Design policy approved by DPA.

Impact: To ensure that the companies are not compromising on user privacy, they may have to get their Privacy by Design policy approved by the Data Protection Authority.

7. Childrens data to be processed keeping in mind the rights and interests of the child.

Impact: When it comes to marketing to kids or serving content to kids, companies need to be more responsible and should have safeguards built in their system.

8. Penalty provisions for companies in noncompliance.

Impact: The bill provides for a penalty of up to Rs 15 crore or 4% of global turnover for companies that violate of provisions regarding processing personal data, processing personal data of children, transferring data outside India and other security safeguards.

Info@BestMediaInfo.com

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The likely impact of Personal Data Protection bill on marketing and social media platforms - Best Media Info

More than 30 years after the invention of the World Wide Web, many marketers still describe marketing on digital platforms using the language of the mass media era. Hence, brands often continue to think about digital advertising in terms of purchasing 'inventory' or 'ad space' on platforms like Facebook and Google -space they will use to reach their target audience.

Image source: Gallo/Getty Images.

So, if these platforms are not media companies, what are they? The hint is in the name, big tech. They provide brands with a sophisticated stack of technology and tools that can be used to target dynamic and highly personalised messages to consumers based on who they are and what they are doing. Just like the programmatic platforms or email marketing companies, they are not content companies but IT and data companies.

Thinking of Facebook or Google as technology platforms will lead marketers to use them differently to the ways in which many brands do today. Rather than purchasing an ad, they will understand that they are paying for an opportunity to engage with the right customer at the right moment. Think of it as direct marketing to qualified leads, but made even more targeted and efficient through the power of customer data.

When one starts to think of the social and search platforms as tech stacks, the importance of integrating digital advertising engagements with the companys customer relationship management (CRM) and analytics tools also becomes obvious. Together, these tools enable a brand to understand the customer journey from initial contact with a customer to conversion and the post-conversion relationship.

The four phases of digital maturity developed by Boston Consulting Group offer a useful model for understanding how marketing and advertising are evolving in the age of big tech:

For example, when someone searches for a hotel in Cape Town, a brand should not serve a generic ad, but one tailored to the areas and price range they are looking at, based on a complete view of the customer.

Another instance: if a prospect starts an online application for vehicle finance and then abandons it at the last step, the bank could target them with ads encouraging them to complete the process. While some CRM systems might send such reminders via email or SMS, this functionality can be powerful when integrated with the media buying strategy.

To wrap up, here are five steps to success as brands evolve into multi-moment marketing organisations:

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Think of social and programmatic platforms as big tech, not mass media - Bizcommunity.com

Becoming an entrepreneur is a dream to which many of us aspire, and a worthwhile financial goal. Still, many first-time entrepreneurs and even experienced pros can sometimes sabotage their best efforts with some typical mistakes.

When you're ready to roll-up your sleeves and start your own business, keep your eyes open for these issues though they might sound simple, these make or break the fortunes of countless aspiring entrepreneurs.

With a business plan in hand, you'll have a better sense of your funding needs, which will help you avoid two classic traps: over- and under-spending. Some entrepreneurs misjudge costs, and end up spending more than they budgeted or expected. Yet others do the opposite, and by trying to be careful and frugal, end up spending too little to give their business a realistic chance.

Do your best to estimate actual costs of funding your venture through launch and the first year. (The SBA offers a great startup costs tool that helps estimate new business funding needs.)Then, find ways to secure the capital you'll need.

MoMo Productions | Taxi | Getty Images

The same issue of too much or too little is present when considering business partners. In many cases, you can't launch a venture alone you'll need partners or investors for funding and know-how. But you can overdo it, by bringing on too many people, diluting your profit and confusing your strategy. Your business plan will hopefully have addressed this issue, but think further about who should really be involved, and what impact it'll have on your venture.

Do you really know your customer and market? Do you know whether they have a desire or need for your product or service, or whether your proposed pricing makes sense? Do you intend on competing on price, quality, service, or all of the above?

Get to know your customers and market many businesses stumble because they fail to understand their target market. And when you're ready to expand, don't assume new customers in different areas will have the same tastes and priorities get to know them, too.

Finally, too many entrepreneurs have good products or services but do a lousy job of marketing. If you know your customer and market, this should be less of an issue you'll know what blogs they read, where they hang out in real life and on social media.

You can market to them based on their habits and lifestyle. Don't assume traditional advertising is dead, either. Depending on your business, billboards or radio ads might make sense, and over-reliance on social media might backfire. Whatever you do, you must market if you're shy, don't understand marketing well or don't see its value, hire someone who can help.

Entrepreneurship can be the adventure of a lifetime but, like any adventure, it can also be a challenge. Prepare yourself for the common mistakes so many business owners make, and make your path to success easier and more fruitful.

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CHECK OUT: The unexpected reason you may not want to buy a new car, according to Consumer Reports data via Grow with Acorns+CNBC.

Disclosure: NBCUniversal and Comcast Ventures are investors in Acorns.

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Starting a business? Avoid these 5 classic entrepreneur pitfalls - CNBC

UNSPOILED. Shiok Island in Culion, Palawan. Shutterstock.com

BAGUIO, Philippines Culion has been the country's bogeyman since 1907 when it became the last refuge of leprosy patients in the Philippines; its mere mention would scatter people or make them cower even if leprosy was already banished in the island in 2006.

"When we are asked where we come from, we say we come from Coron. We say 'Culion' in the jeep and they go [to] the opposite seat of the jeep," said Culion municipal administrator Maxim Raymundo.

The new movie Culion may help stop the stigma but there is something that Culion has been excelling in healthwise.

Palawan has one of the highest teenage pregnancy rates among the provinces. There are about 12,000 girls 15 to 19 years old who get pregnant every year in Palawan.

Eleven Palawan towns, including Puerto Princesa, are among the top 30 towns in Mimaropa with the highest teenage pregnancy rates.

"We are surprised that they have a very low teenage pregnancy rate in Culion considering they are composed of islands which make it hard to monitor," said Chi Vallido, the campaigns officer of the Forum for Family Planning and Development.

The Forum had been using Culion as a model for family planning and teenage pregnancy prevention for GIDA or geographically isolated and disadvantaged areas.

Last year, Raymundo said that they monitored only 13 cases of teenage pregnancy in Culion in 2017.

Raymundo said that the low teenage pregnancy rate can be attributed to their hands-on approach to education and health.

Culion is composed of 41 islands from the Calamian Group of Islands enveloped by 14 barangays. The Twin Lagoon and Kayangan Lake, which are part of the Coron tour, are actually in Culion.

There are about 28,000 residents in Culion spread over 51,000 hectares, making it one of the least densely populated areas in the country.

As part of Culion Mayor Virginia de Vera's I Heal vision is the 100% completion rate of the 3 elementary and 4 high schools in Culion. Two of the schools now have a 100% completion rate while 3 are in the top 90%. Two remain at above 60%.

Raymundo said that the city has been building satellite schools to reach out to the far-flung areas.

They also dispatched barangay health workers to go with mobile teachers during their visits to the sitios.

This way, Raymundo said, they are able not only to educate the children but also to monitor the health situation in Culion.

The Culion Sanitarium and General Hospital, the only Department of Health-retained secondary level general hospital operating in the Calamian Group of Islands, also established in 2016 its sea ambulance program to reach patients in Culion, Coron, Busuanga, and Linapacan faster, especially patients in emergency situations.

In 2002, the PATH Foundation Philippines, Incorporated, a private charitable organization, also introduced the Integrated Population and Coastal Resource Management (IPOPCORM) initiative in coastal villages in Culion.

PATH Foundation Philippines is concerned about the environment of Culion, which is listed as one of the 14 biodiversity hotspots in the country.

IPOPCORM coordinated with the local government, local non-governmental organizations, community organizations (fishers, women, and youth groups), and local businesses by implementing and managing family planning activities simultaneously with coastal conservation and alternative livelihood strategies.

The distribution and social marketing of contraceptives are coupled with coastal management activities, including the establishment of marine protected areas, community-based management planning, community surveillance efforts, and mangrove reforestation.

IPOPCORM also advocated for strengthened enforcement of existing laws prohibiting destructive fishing methods.

Not only did the coral areas grew back from 25% to 32%, but the acceptance of modern contraceptives among couples and the youth had also increased.

The Commission on Population through its National Program on Population and Family Planning, which seeks to increase the contraceptive prevalence rate to 65% nationally by 2022, has also become active in Culion. It started providing family planning workshops to women and the youth last July. Rappler.com

Read more:
Culion winning fight vs teenage pregnancies through education, health - Rappler

SOCIAL MEDIA IS evolving every day. The Big Six Facebook, Instagram, Twitter, LinkedIn, Snapchat and Youtube are constantly updating and innovating their offering.

Now with emerging platforms like TikTok and Caffeine to consider, it can be tricky for SMEs to know what channels and trends to focus on if they dont have the luxury of an agency to rely on or an in-house team member dedicated to content.

The reality is that social media requires constant attention and effort to reap its benefits so to help. Here are some of the key areas you should focus on in 2020, regardless of whether youre a consumer brand or focused on a business to business strategy.

Live streaming

Live streaming is my number one must-do for all businesses on social media in 2020. By providing premium content to your audience such as live streaming events, demos, Q&As, competitions, product reveals and launches, its the digital equivalent of having a face-to-face meeting.

Most social channels provide a streaming function so whether your hero channel is Facebook, LinkedIn or Instagram you can easily adopt it and achieve a cost-effective, direct and personal connectionwith your audience to better engagement and sales.

The best part is that live streaming generates invaluable data if used in the right way. By asking your audience questions and monitoring their responses, you can inform your marketing strategy. Live streams can also be saved and promoted so if you have a particularly successful stream you can get even more mileage out of it.

We all know Apple live streams all of its new launches with millions of people tuning in to be the first in the know. However, none of us will forget Teslas Cybertruck reveal earlier this year. Even though its likely you wont be live streaming such a large-scale event, its worth mapping out the content of your stream as much as you can before you go live to highlight any risks in a demonstration.

Video

Video is definitely safe in 2020, just look at the growth of video-sharing app TikTok, which has been gaining huge momentum here in Ireland, and the rise of Facebook Watch.

While TikTok isnt for every business, and certainly not just yet, its worthwhile monitoring how this one will develop over the coming months and the advertising opportunities it will offer.

TikTok aside, video is still huge across LinkedIn, Facebook and Instagram and I would suggest that all businesses invest in the production value and storylines of their video content especially if you have an advertising budget.

Various channels will help you to create videos that incorporate an on-brand theme, graphics, animation and more to keep viewers engaged.

Remember to optimise your videos for each channel it takes a little more effort but as most content is watched on mobile its effort and time well-spent. Facebook videos are better in square format while Instagram must be vertical. member to make the most of your video distribution by sharing across all channels and even sharing with your email database.

User-generated content

User-generated content is another must-do as consumer trust in social media and so consumer trust in brands on social media did dip slightly in 2019 as we all became more conscious of privacy and data.

Content that is generated for you is the digital equivalent of a recommendation so its incredibly effective in terms of building brand authority and sales.

At Digital Works, we typically ensure that at least a third of a brands content is user-generated and try to focus on user-generated in its truest form, such as content from customers and followers that isnt paid for.

Be sure you share all the posts that your business is mentioned in. To try and generate this type of content you can incentivise followers by offering prizes or discount codes, develop and promote a specific hashtag which you can easily track.

Micro-influencers

Similarly to user-generated content, people prefer content from micro-influencers because its less scripted and usually educational and informative. Brands are also becoming savvier by using social listening tools and trying to better understand if followers are fake or bought.

The influencer marketing bubble as we know it is about to burst with micro-influencers rising to the top and finally getting a piece of the pie by offering brands smaller communities but communities that are heavily-engaged and interested.

Its worth mentioning that micro-influencers typically focus on one niche be it food, tech, parenting, mental health or fitness so even if you have previously thought your business isnt a good fit for influencer marketing, think again.

A micro-influencer that focuses on wellness might be a great fit for a recruitment agency who wants to build their leadership in the workplace culture sector, a motivational speaker trainer might be a great fit for a shared working space to communicate to its audience that it understands perseverance.

Social niches

Its never been clearer which demographics are where, so 2020 poses an excellent opportunity for your business to gain momentum on social media and use budget wisely. Instead of trying to use all platforms, try to better understand where your audience is and harness the power of that channel.

Facebook is certainly a platform for the older generation we like to focus on the mid-millennial upward so anyone 28 and upward. Snapchat is where the lower millennial and Gen Z are hanging out while Instagram has a slight female bias while its users are broad from teens to middle-aged.

Personalisation and automation

If you dont already, you must invest in messaging. You dont necessarily have to develop automated chatbots or 24/7 customer service chats but giving messaging apps like WhatsApp for business and Facebook messenger attention will certainly improve sales.

If you can get ahead of the curve by investing in an automated chatbot it will deliver amazing data to empower your decision making and retain customers. Consumers want personalised engagement and this is the top performer.

Less active users

We need to be mindful that social media usage might decrease in 2020. People are much more aware of their screen time and wellness as part of that and so there may be less time to engage with your target audiences and the times they are online may vary in the coming months.

I recommend ensuring you use the insights sections social platforms offer you so you can get to grips with how your followers use social media. This highlights the need to invest in the premium content ideas above as you may have less opportunity to connect with people.

Eimear McManus is the founder and director ofDigital Works

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As social media constantly evolves, making your business stand out can be trickier than it looks - Fora.ie