tag:www.econsultancy.com,2008:/topics/privacy-data-protection Latest Privacy & data protection content from Econsultancy 2017-12-12T09:30:00+00:00 tag:www.econsultancy.com,2008:BlogPost/69642 2017-12-12T09:30:00+00:00 2017-12-12T09:30:00+00:00 A day in the life of... a head of digital compliance Ben Davis <p>With that in mind, we have a very apposite Day in the Life profile this week. David Fowler is head of digital compliance at Act-On, a US-based marketing automation provider. Here's what he does with his day....</p> <p><em>(As usual, a quick reminder </em><em>to look in on the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a> if you're looking for a new digital marketing role yourself.)</em></p> <h4> <em>Econsultancy:</em> Please describe your job: What do you do?</h4> <p><em><strong>David Fowler:</strong></em> I help our clients navigate the digital compliance roadmap in terms of their obligations under local, state, federal, and international laws as it relates to digital marketing. It’s my responsibility to ensure that when our clients hit the “send” button for their email campaigns, or conduct other digital marketing strategies, their messages have every opportunity to get to the inbox and ultimately provide ROI. </p> <p>Digital compliance in 2017 is a very deep and wide field and can be complex to understand. If you’re a marketer in the US mailing to the EU, for example, your compliance obligations are going to be different than if you’re a marketer in the US mailing to Canada. It’s on us as an email-driven business - and on me as our head of compliance and deliverability - to keep customers informed of their obligations in this new, fast-changing legal landscape.</p> <h4> <em>E:</em> Whereabouts do you sit within the organisation? Who do you report to?</h4> <p><strong>DF:</strong> My role is largely cross-functional - compliance and deliverability being things that affect and influence our entire organisation - which means I’ve worked with executives across multiple departments: marketing, sales, service, support. I work most closely with and report into our company’s General Counsel and SVP of business development.</p> <p><img src="https://assets.econsultancy.com/images/0009/1046/david_fowler_2.jpg" alt="david fowler" width="318" height="217"> </p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role?</h4> <p><em><strong>DF:</strong></em> You need a deep understanding of email regulations and compliance obligations. Having entered the industry in 2003, I have seen and been on the cusp of the digital market transformation from a compliance perspective – working with privacy resources, industry associations, networking groups and following the endless amount of privacy and compliance related content.</p> <p>You also need good presentation skills as I present at many industry conferences and publish blog posts and other industry related content.</p> <h4> <em>E:</em> Tell us about a typical working day…</h4> <p><strong><em>DF:</em></strong> As my responsibilities are cross functional, days are different, one moment you could be writing an article and the next meeting you have will be to review a customer compliance escalation ensuring business continuity.</p> <p>Currently, my team and I have been hard at work for May 2018's General Data Protection Regulation (GDPR), the law affecting and rewriting rules for engagement across the EU. This has meant completing a third-party assessment of our general preparedness; training employees on (and generating awareness around GDPR’s unique mandates); assessing our own product and functionalities for possible GDPR enhancements; and proactively working with industry players, clients, and partners to promote broader GDPR awareness.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em><strong>DF:</strong></em> Having seen first hand the evolution of our space it's been exciting to see the development and adoption of digital regulations and consumer protection. It’s a fast paced environment and as our industry continues to evolve I have no doubt that will present additional opportunities to learn and develop my knowledge base.</p> <p>What is disappointing is when you advise a client to embrace a strategy that you know will work to improve their performance and they don’t adopt your recommendation.</p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em><strong>DF:</strong></em> Our immediate organisational goal is preparing for the GDPR and ensuring our compliance with the pending legislation. We have worked hard internally to ensure that we are positioned to comply. As we have a large portion of our client base in the EU it really is becoming a hot topic the closer we get to May. </p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em><strong>DF:</strong> </em>As with any change or update to laws or compliance requirements, industry has innovated and there are many tools now available to ensure compliance obligations. The reality is that not one solution fits all requirements. For the business we have secured Privacy Shield certification, our TRUSTe certification demonstrates our privacy and commitment to data management.</p> <p>We also follow groups like the International Association of Privacy Professionals (IAPP), the UK Information Commissioner's Office (ICO), the DMA-UK to ensure that we keep up with the latest guidance on all compliance related issues.</p> <h4> <em>E:</em> How did you get into compliance, and where might you go from here?</h4> <p><em><strong>DF:</strong> </em>I entered into compliance in 2003 when the digital market here in the US was in its early stages, we were faced at that time with commercial email legislation (CAN-SPAM) to be implemented with our industry. I can tell you that the compliance market is rich with opportunity, as we become more data driven laws like the GDPR have created compliance career opportunities as a tenant of their overreach.</p> <h4> <em>E:</em> Which brands do you think are truly customer-centric?</h4> <p><em><strong>DF:</strong></em> I think brands that are transparent with compliance policies are more in tune with customer expectations. As not a day goes by without some brand disclosing a breech, it's the response to the incident that will ensure consumer trust.</p> <p>I am not convinced that we are there yet but the security and proactive management of consumer data should always be the top priority.</p> <h4> <em>E:</em> Do you have any advice for people who don't know where to start with the GDPR?</h4> <p><em><strong>DF:</strong></em> The GDPR is a herculean piece of legislation and many companies will struggle to understand and implement the requirements. More than anything, marketers should look to next May’s legislation as an opportunity, rather than a chore; a chance to ensure they have the technologies and processes in place to best serve and support their customers. </p> <p>If a business can’t be sure of how it collects, stores, secures, and uses data - the precise kind of data gathers, the methods it uses to gather data, the time it keeps data for - it faces many more challenges than any one law could pose.</p> <p>Short term, marketers need to review their existing practices for list consent and proactive management in relation to the data subject (areas facing the most scrutiny under the law). Longer term, they need to take stock of their policies for privacy and compliance, and see to it consent is prioritised in every interaction and transaction with buyers - written into contracts, third party relationships even, as needed.</p> <p>As the burden of proof of consent relies with the company, next May any data an organisation has will be required to be permissioned. </p> <p><em><strong>Further reading: </strong></em></p> <ul> <li><a href="https://econsultancy.com/hello/gdpr-for-marketers/">More resources on the GDPR</a></li> <li>GDPR training is available <a href="https://www.econsultancy.com/training/courses/gdpr-data-driven-marketing">face-to-face</a> and <a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online/dates/3251/">online</a> </li> </ul> tag:www.econsultancy.com,2008:BlogPost/69613 2017-11-29T13:40:00+00:00 2017-11-29T13:40:00+00:00 Marketers & the GDPR: Don't panic, here's how to get started Ben Davis <h3>Don't panic, complying with the DPA is a good start</h3> <p>First off, it's important to find some perspectice when considering the GDPR. Those companies that already have their houses in order when it comes to complying fully with the existing Data Protection Act (DPA) will quite obviously have less to worry about than those who are not whiter than white.</p> <p>Even on the issue of 'legitimate interest' as a condition for data processing, which has caused some debate and may be confusing for marketers, the GDPR is only a reformulation of what is set out in the DPA. The GDPR mentions that such processing should not just be about preventing prejudices against individuals' rights or freedoms but their broader interests, too.</p> <p>Compliance and deliverability director at RedEye, Tim Roe puts it best in <a href="https://econsultancy.com/blog/69542-cutting-out-the-crap-the-truth-about-the-gdpr-consent/">a recent Econsultancy blog post</a>:</p> <blockquote> <p>What GDPR relates to, is being able to process data for the purposes of direct marketing, which includes storage, segmentation, profiling, matching, sending direct mail, making marketing phone calls and electronic marketing in the B2B sector.</p> <p>Up until now, it’s likely that you have been processing this under the legal basis of legitimate interests of your business, complying with the Data Protection Act 1998 by presenting a detailed privacy policy and giving people the opportunity to object to direct marketing.</p> <p>It will be a balanced relationship too, with the use you put the data, compatible and relevant to the relationship you have with the individual. At least it should be. If not, you are breaking the law now; and you don’t need to wait until May 18 to have sleepless nights.</p> </blockquote> <p>What has changed is the meaning of words like accountability and transparency, meaning more documentation and greater consideration of the end user. Not too scary on the face of it. </p> <p>The GDPR of course carries high penalties for non-compliance (nothing like a big stick to grab people's attention) and supervisory authorities like the ICO have the support of the law – nevertheless, there is much that companies can do to show steps towards compliance. </p> <p>The last thing marketers should be doing is panicking and throwing data away for fear of their ability to use it (delegates were well aware of the high profile case of Wetherspoons deleting its email database rather than think about compliance).</p> <h3>Start sharing knowledge</h3> <p>In light of what I've written above, it's debatable whether companies should undertake an enormous overhaul of data governance and aim to change company culture. There are sectors, however, such as charities, where high profile news stories around assumed consent for data processing have led to nervousness.</p> <p>In other sectors, listening to marketers discuss the GDPR, there were some who had not yet had contact with their compliance teams, and this seems like a missed opportunity.</p> <p>If marketers are to design for privacy, to ensure that where they rely on individuals' consent it is active and fully informed, and to have consideration for balancing the company's interests in data processing with the impact on the individual – all these issues necessitate knowledge of the regulation and best practice examples.</p> <p>To develop this knowledge, it doesn't hurt to discuss awareness of the GDPR. Though <a href="https://econsultancy.com/training/courses/gdpr-data-driven-marketing/dates/3248/">training</a> may only be necessary for a few, a bit of reading should be encouraged in the marketing team. After all, demonstrating you comply "may include internal data protection policies such as <strong><em>staff training</em></strong>, internal audits of processing activities, and reviews of internal HR policies."</p> <p>Organisations that are particularly strong on interaction and service design may be getting the message out sooner. Co-op is using some simple posters to explain what rights the GDPR affords individuals, as well as an internal Slack channel.</p> <p><a href="https://digitalblog.coop.co.uk/2017/11/27/making-the-general-data-protection-regulation-easier-to-understand/">A blog post by the digital team</a> states the aim of the posters is "to make colleagues in Digital aware that the regulation is coming [and] to explain what it means in plain language."</p> <p><img src="https://assets.econsultancy.com/images/0009/0778/coop_gdpr.png" alt="co-op gdpr" width="615" height="434"></p> <h3>Appoint a data protection officer</h3> <p>Okay, larger companies will already have one. If you don't, and you have more than 250 staff, then you'll need to hire one.</p> <p>Smaller companies may assign the role to an existing and appropriate staff member, as long as no conflicts are evident with their current role.</p> <p>The importance of a data protection officer (DPO), partly speaks to the issue raised above about knowledge of practices across the organisation.  The DPO's role is integral to accountability, with privacy impact assessments (PIAs) a good example. These are done each time a company does something new with user data, such as changing CRM platform. Director of iCompli, Duncan Smith (leader of <a href="https://econsultancy.com/training/courses/gdpr-data-driven-marketing/dates/3248/">Econsultancy's GDPR training course</a>) explains the role of the DPO in this instance:</p> <blockquote> <p>So how is that [PIA] going to happen? I don’t even know what new systems and processes are coming into place, such as marketing, HR, CCTV, badge scanning, IT – there’s all sorts of new systems coming into place, so whose job is it to remember to do an assessment?</p> <p>That’s where this accountability thing, all these horizontal management control processes, means you need somebody with the title ‘data protection bod/person/guru’ who is essentially cracking the whip and making sure everyone is doing the right stuff.</p> </blockquote> <p>Smith says there is absolutely the need to hire someone new, perhaps not at the level of a DPO (£60k-£100k a year), but that "you might be looking to hire someone at a £25k to £40k level, a lower-level manager role, whose job is compliance officer or something along those lines." </p> <h3>Start documenting and auditing</h3> <p>Start documenting the data that you have, the processing you are undertaking, and the conditions for processing.</p> <p>The majority of marketers I spoke to at our roundtable had begun this process. Again, take heed of some simple questions posed by RedEye's Tim Roe.</p> <ul> <li>What have you got and what do you use it for?</li> <li>Have you got more than you need? </li> <li>Do you keep it longer than you should? </li> <li>Is what you use it for likely to be reasonably expected by the individual, based on their relationship with you? </li> <li>Do you match data obtained from elsewhere?</li> </ul> <p>This act of auditing your data is evidence of moving towards compliance.</p> <h3>Ask whether your customer expectations are reasonable</h3> <p>Under the GDPR there are six lawful grounds for data processing, but the two most pertinent and most commonly relied upon for marketers are consent and <a href="https://www.econsultancy.com/blog/69303-gdpr-for-marketers-five-examples-of-legitimate-interests">legitimate interests</a>.</p> <p>Consent looks a fair bit different under the GDPR – it needs to be via active opt-in, unbundled from other T&amp;Cs, to a named organisation, granular (for different types of processing), and easy to withdraw.</p> <p>Legitimate interests, as discussed previously, must be real and not too vague, with marketers balancing the interests of their company with the effect on individuals. Data processing that already happens on the condition of legitimate interests, and will likely continue to under the GDPR, includes direct marketing via post and digital personalisation (e.g. website and emails based on behavioural data).</p> <p>Individuals can object to processing for legitimate interests, and this is one of the things data controllers need to make clear.</p> <p>But the bigger question for marketers thinking about legitimate interest assessments (<a href="https://www.dpnetwork.org.uk/dpn-legitimate-interests-guidance/">read more here</a>) is 'what does the customer expect?' Marketers may find that if they cease a particular activity covered by legitimate interests and seek to gain consent that those who do not consent go on to suffer an inferior customer experience as a result.</p> <p>Of course, customer expectations are influenced by your marketing communications, so there is some degree of chicken and egg here. Conducting a legitimate interest assessment is important where marketers are unsure.</p> <h3>Make the word 'clarity' your mantra</h3> <p>The first of <a href="https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/individual-rights/">the eight rights</a> afforded individuals by the GDPR is the right to be informed. Whether relying on consent or legitimate interests, telling the individual and providing some clarity on processing, as well as linking to a longer privacy policy is key.</p> <p>Likewise, clarity on objecting to processing or withdrawing consent is important.</p> <p>However, emailing customers who have already opted out of electronic marketing to tell them about processing under legitimate interests is not allowed, so don't let a mad dash for transparency lead you down the wrong path. </p> <p>Read up on the <a href="https://ico.org.uk/for-organisations/guide-to-data-protection/privacy-notices-transparency-and-control/privacy-notices-under-the-eu-general-data-protection-regulation/">ICO's guidance for privacy notices</a>, and heed the advice of Sticky Content's Daniel Saunders, who has some practical tips on <a href="https://econsultancy.com/blog/69546-the-role-of-copywriters-in-a-gdpr-ready-world/">what GDPR means for your copywriting</a>.</p> <p>One of the issues marketers face is that their mantra has previously been 'collect more data', when the GDPR, in mentioning <a href="https://econsultancy.com/blog/69376-gdpr-requires-privacy-by-design-but-what-is-it-and-how-can-marketers-comply/">privacy by design</a>, dictates that marketers should only collect the very minimum amount of data required to achieve their aims and ambitions.</p> <p>Roundtable delegates were quick to mention this conflict. Duncan Smith comments that privacy by design is a nebulous concept:</p> <blockquote> <p>If you’re a data-driven marketer the concept of minimum data is a complete anathema. I want to know everything about you.</p> <p>How will it impact the Internet of Things? The idea of the quantified self, where every bit of your personal data is collected and potentially shared with other devices, how does this adhere to privacy by design? The same applies to anything to do with location-based marketing or omnichannel profiling.</p> </blockquote> <p>The answer is that where marketers are collecting and processing data they will have to say so, and as Tim Roe points out, if that means signs indicating the presence of bluetooth beacons, then so be it.</p> <p>Smith comes back to the idea of writing all this down in the right way. "A lot of work needs to be done to create privacy notices that clearly and concisely explain how businesses plan to use customers’ data. The privacy notice has to explain all that in a way that my mum understands."</p> <h3><em>Further resources</em></h3> <p>We didn't cover everything GDPR-related in our roundtable discussion, with each marketer at a slightly different stage in their journey to compliance. While the steps in this article are important, there's more to consider, and readers should consult the ICO and its 12 steps to take now (see below). </p> <p>As well as <a href="https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr">ICO guidance</a>, you can also consult <a href="https://econsultancy.com/hello/gdpr-for-marketers/">Econsultancy's GDPR articles and training course</a>, for an accessible entry point. Good luck.</p> <p><em>(Click to enlarge, or download the PDF <a href="https://ico.org.uk/media/1624219/preparing-for-the-gdpr-12-steps.pdf">here</a>)</em></p> <p><a href="https://assets.econsultancy.com/images/0009/0745/ico_guide.jpg"><img src="https://assets.econsultancy.com/images/0009/0745/ico_guide.jpg" alt="ico prep gdpr" width="615"></a> </p> <p><em><strong>Note that this article is not intended to construe legal advice or offer comprehensive guidance.</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/69604 2017-11-24T14:24:00+00:00 2017-11-24T14:24:00+00:00 The best digital marketing stats we've seen this week Nikki Gilliland <p>The <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> is still ready and waiting to download as always.</p> <p>So, on we go.</p> <h3>Cart abandonment rates increase to 78.4% for Q3</h3> <p>SaleCycle’s <a href="https://blog.salecycle.com/featured/infographic-remarketing-report-q3-2017/" target="_blank">remarketing report</a> has revealed that the global cart abandonment rate for Q3 2017 is 78.4%, which is a 1.5% increase on the previous quarter.</p> <p>Fashion sites are doing the best job at converting visitors, with the lowest abandonment rate at 68.1%. In contrast, finance and travel brands generate the highest, with travel consumers typically abandoning bookings to continue their research and compare prices.</p> <p><img src="https://assets.econsultancy.com/images/0009/0656/SaleCycle.JPG" alt="" width="779" height="452"></p> <p>I recently wrote about <a href="https://www.econsultancy.com/blog/69561-why-online-shoppers-abandon-their-baskets-and-how-to-stop-them" target="_blank">why online shoppers abandon their baskets</a>, which also highlights how consumers across all sectors are increasingly using sites for researching purposes. While it might be impossible to prevent this behaviour, perhaps well-timed communication or relevant retargeting can be effective for luring consumers back at a later date.</p> <p><em><strong>More on cart abandonment:</strong></em></p> <ul> <li><a href="https://www.econsultancy.com/blog/69318-how-do-we-find-a-solution-to-the-great-shopping-cart-abandonment-problem" target="_blank">How do we find a solution to the great shopping-cart abandonment problem?</a></li> <li><a href="https://econsultancy.com/blog/64680-six-tactics-for-reducing-cart-abandonment-rates" target="_blank">Six tactics for reducing cart abandonment rates</a></li> </ul> <h3>Reader relationship with publisher impacts ad effectiveness</h3> <p>According to Inskin Media, the effectiveness of online ads has more to do with the relationship the reader has with a publisher than the surrounding editorial content.</p> <p>This comes from a study of the conscious and subconscious reactions of 4,370 people who were served ads on branded publisher websites and elsewhere. </p> <p>It found that ads on the branded publisher sites increased awareness by 60% compared to the ads on other sites. Meanwhile, among readers with a close relationship to the publisher, awareness of ads was 152% higher than among those who saw the ads elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0009/0655/Publisher_relationship_ad_effectiveness_chart.PNG" alt="" width="760" height="413"></p> <p>The implication is that as good as audience targeting can be, the context for advertising will always be one of the most powerful factors in generating awareness.</p> <p><em><strong>More on online ads:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69485-the-single-best-way-to-improve-your-online-advertising" target="_blank">The single best way to improve your online advertising</a></li> <li><a href="https://www.econsultancy.com/blog/69558-ask-the-experts-what-s-the-best-way-to-target-programmatic-ads">Ask the experts: What's the best way to target programmatic ads?</a></li> </ul> <h3>Four in five consumers have seen a fake review this year</h3> <p>BrightLocal has revealed that consumers now trust online reviews as much as personal recommendations from friends and family, but that many are still failing to spot fake reviews.</p> <p>From a <a href="https://www.brightlocal.com/learn/local-consumer-review-survey/" target="_blank">survey of 1,031</a> US-based consumers, it was revealed that 79% of consumers have seen a fake review in the last year, but 84% admit that they can’t always spot them.</p> <p>Interestingly, more consumers now look for businesses responding to reviews, with 30% seeing this as a key sign of trust compared to just 20% last year.</p> <p>It’s not just an issue for local retailers either. Interestingly, even the biggest retail giants have a fake review problem. <a href="https://www.forbes.com/sites/emmawoollacott/2017/09/09/exclusive-amazons-fake-review-problem-is-now-worse-than-ever/" target="_blank">Forbes recently reported</a> that there has been a marked increase in fake reviews on Amazon lately, with data suggesting that the average review weight for Amazon (which is the measure of how trustworthy reviews are) has almost halved since Amazon <a href="https://www.amazon.com/p/feature/abpto3jt7fhb5oc" target="_blank">banned its incentivised scheme.</a> </p> <p><strong><em>More on online reviews:</em></strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69227-how-to-attract-lots-of-quality-online-reviews-to-your-ecommerce-store" target="_blank">How to attract lots of quality online reviews to your ecommerce store</a></li> <li><a href="https://econsultancy.com/blog/65779-how-to-deal-with-fake-online-reviews-2/" target="_blank">How to deal with fake online reviews</a></li> </ul> <h3>UK SMEs have spent 600 hours preparing for GDPR in the past year</h3> <p>A new survey by Data Compliance Doctors has revealed how small businesses in the UK have been preparing for the impending GDPR deadline.</p> <p>Speaking with over 500 SME owners, it found that the average UK SME has spent over 80 days (or 600 hours) preparing for the legislation over the past year, and 44% have reorganised operational responsibilities as part of the process.</p> <p>It also found that over a quarter have hired new staff to help prepare for GDPR, with an average of £13,300 being spent on new salaries so far. Meanwhile, half have also invested in expert guidance, costing SME’s an average of £8,000 on fees.</p> <p>Despite this spend, a worrying 73% do not have detailed documentation to evidence their GDPR compliance and 64% of business have no plan in place for customer data breaches.</p> <p>Naturally, GDPR has been a hot topic for Econsultancy of late. Head on over to <a href="https://econsultancy.com/hello/gdpr-for-marketers/" target="_blank">our GDPR hub</a> for a shed-load more blog posts on the topic and information on our training course.</p> <p><img src="https://assets.econsultancy.com/images/0009/0657/GDPR.JPG" alt="" width="404" height="318"></p> <h3>User numbers increase while time spent online decreases</h3> <p>A new report by Verto Analytics has uncovered an interesting shift in online consumer engagement. Over the course of a year, it found that the total US user numbers for social media, communications, and mobile gaming apps had increased, while the average time spent with this content had decreased.</p> <p>It appears that consumers are shifting their attention away from news content to other categories such as lifestyle and ecommerce apps. This declining trust in digital news media is also apparent elsewhere, with <a href="http://mediashift.org/2017/11/trust-news-survey-reveals-risks-publishers/" target="_blank">a recent Kantar study</a> finding that printed newspapers, radio, and rolling broadcasts are much more trusted than news websites or apps.</p> <p><img src="https://assets.econsultancy.com/images/0009/0658/kantar.JPG" alt="" width="650" height="478"></p> <p>One UK publisher than has placed an increased focus on gaining consumer trust is the Guardian, striving to balance consumer privacy with a data-driven approach.  If you’re interested in finding out more, check out our sister brand <a href="https://www.marketingweek.com/2016/06/15/why-transparency-in-data-is-key-to-building-trust/" target="_blank">Marketing Week’s coverage</a> on the topic.</p> <h3>8% surge in mobile visits as early Black Friday shoppers buy on the go</h3> <p>Black Friday is currently in full swing, but here’s an early indication of UK purchasing behaviour from Salmon.</p> <p>Fresh data suggests that 26% of all visits between midnight and 6am took place in the first hour, before traffic once again peaked at 6am. Early morning has been the busiest period so far, with 81% of visits coming from mobile devices – an 8% increase from 2016. With 74% of transactions also coming from mobile devices, this suggests many shoppers were tempted while on their commute to work.</p> <p>Finally, Salmon is predicting that the day will contribute £20bn in online spend in November, with more than 50% of transactions expected to take place on mobile.</p> <p>You’ll have to check back next week for a full run-down of Black Friday stats, but in the meantime, here’s more analysis to wet your whistle.</p> <ul> <li><a href="https://www.econsultancy.com/blog/69534-ask-the-experts-black-friday-ecommerce-strategy" target="_blank">Ask the experts: Black Friday ecommerce strategy</a></li> <li><a href="https://econsultancy.com/blog/69603-game-shows-risks-of-black-friday-downtime-despite-impressive-strategy/" target="_blank">GAME shows risks of Black Friday downtime despite impressive strategy</a></li> <li><a href="https://econsultancy.com/blog/69528-uk-black-friday-landing-pages-the-good-the-bad-the-ugly" target="_blank">UK Black Friday landing pages: The good, the bad &amp; the ugly</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69546 2017-11-06T09:30:00+00:00 2017-11-06T09:30:00+00:00 The role of copywriters in a GDPR-ready world Daniel Saunders <p>There are some obvious consequences, like <a href="https://www.econsultancy.com/blog/69253-gdpr-10-examples-of-best-practice-ux-for-obtaining-marketing-consent">opt-ins</a> becoming the norm, consent being required for any marketing data or a ban on <a href="https://www.econsultancy.com/blog/69267-gdpr-six-examples-of-privacy-notice-ux-that-may-need-improvement">exchanging access for consent.</a></p> <p>But what about your tone, language and content? Here are a few things for copywriters to consider.</p> <h3><strong>Be clear, honest and transparent</strong></h3> <p>Underpinning the GDPR is the idea that a person has the right to know how a company uses and processes their personal data.</p> <p>This has implications for many different parts of a business, from product to marketing. However, in content, it means doing a couple of things:</p> <ul> <li> <strong>Plain English</strong> – don’t hide what you’re doing behind jargon and complicated sentences. This is a no-no for the GDPR.</li> <li> <strong>Active voice</strong> – make it clear who is doing what by using active not passive. Eg ‘Customer data is used by the marketing department’ to ‘The marketing department use customer data’.</li> </ul> <h3><strong>Go easy on personal pronouns</strong></h3> <p>During a project we worked on, we had customer insights that showed many people were concerned by the use of ‘we’ instead of the company’s name in data privacy messaging. </p> <p>The reason was it suggested a human element that didn’t really exist – that someone, somewhere had their information and knew their name, what they liked and where they were.</p> <p>When talking about how your company uses data, it may be better to be more impersonal – ‘Company X uses…’ rather than ‘We use…’</p> <h3><strong>Demonstrate a clear exchange of value</strong></h3> <p>Disclosing what information you have on someone and how you use it is an opportunity to explain the benefits. Does knowing about your customer make their experience better? Does it save them time or money? If so, say it.</p> <h3><strong>Make it easy for someone to change their mind</strong></h3> <p>When you ask customers to consent to their data being used, make it clear they can change their answer later. It’s more likely people will give consent if they know it’s not forever. While you might think this is advertising something we don’t want customers to know, the effect is the opposite – it reassures them and makes them more likely to give you permission.</p> <h3><strong>Admit your imperfections</strong></h3> <p>One thing customers are wary of is when they think a company has a comprehensive view of them based on their internet history. In reality, this kind of data can be unreliable and can’t tell a company <em>exactly</em> what someone wants to see right now. It’s likely you’ll get it wrong sometimes.</p> <p>Adopt a more humble tone of voice when presenting targeted or personalised content – ‘Here’s something you might like’ versus ‘Here’s something you’ll like’.</p> <h3><strong>Take responsibility for your content</strong></h3> <p>Even if you’re making changes to your data consent forms because of GDPR, don’t say it. It can appear as though you only care about customers’ data because someone made you – it’s passing the buck and not very appealing to customers. Instead, talk about what you need and why, without shirking responsibility.</p> <h3><strong>Practise patience when asking for information</strong></h3> <p>A classic lead generation tactic: ask for information in staggered steps, so as not to overwhelm customers. Once GDPR comes into effect, that’ll be more than just a tactic but a requirement. </p> <p>You won’t be able to get your customers to hand over all data in one fell swoop. You’ll have a responsibility to properly explain each type of information and what you’ll do with it. It may mean you need to prioritise the information you want most.</p> <h3><strong>Find out your customers’ attitudes to personal information</strong></h3> <p>Your customers’ feelings towards personal data will influence the type and amount of content you need to produce to reassure them.</p> <p>Of course there’s a minimum amount of disclosure and explanation to meet GDPR. But if you’re in an industry where personal data is a more sensitive issue, or your customers have stronger views on data use, then maybe you need more educational content.</p> <p>MasterCard break down <a href="https://5personas.mastercard.com/en/personas/privacy-management#/passive_users">five types of privacy personas</a> which can help you group your own customers.</p> <p>Culturally, attitudes vary significantly – residents of the former East Germany are understandably wary of the idea of people keeping a big file on them, whereas it’s been seen that those in China are more willing to give over data in return for a better digital experience. </p> <p><em><strong>Those are just a few things copywriters should consider ahead of the GDPR. <a href="https://econsultancy.com/hello/gdpr-for-marketers/">Check out the Econsultancy landing page for more resources</a>.</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/69544 2017-10-30T15:00:00+00:00 2017-10-30T15:00:00+00:00 AdWords Conversion Linker: What is it and why do you need it? George Slokoski <p><img src="https://assets.econsultancy.com/images/resized/0008/9977/picture2-blog-flyer.png" alt="" width="470" height="54"></p> <p>This is related to an email AdWords sent out at the beginning of September regarding the upcoming Safari update which introduces the Intelligent Tracking Prevention (ITP). </p> <p>The new technology intends to improve people’s privacy by using machine learning to determine which domains can track people across sites. It works by limiting tracking for the <em>allowed</em> domains by only letting cookies act in a third-party context for 24 hours. This article will explain what the Adwords Conversion Linker is, why it came about, and how you can implement it to avoid losing out on essential data.</p> <p>To better understand the issue Google is trying to solve and also why you need to implement the new Conversion Linker we first need to cover a basic understanding of how cookies work. </p> <h3>Cookies and how they work</h3> <p>A cookie, besides any other data it contains (name, expiration date, content etc.), would always contain the domain it has been written for. Below is an example of a google advertising cookie:</p> <p><img src="https://assets.econsultancy.com/images/0008/9978/Picture3.png" alt="" width="450"> </p> <p>The cookie can only communicate the data it holds (for example, whether a user has clicked a link) to the domain it has been written for. Therefore, the above cookie can only communicate its contents to googleadservices.com.</p> <p>If you are visiting Bill’s Shoe Website, then a cookie written for <em>www.billsshoewebsite.com</em> would be considered a <strong>first-party</strong> cookie.</p> <p>If there is a cookie on <em>www.billsshoewebsite.com</em> which sends data to another website (e.g. a Facebook like button sending data to Facebook.com, then it is considered a <strong>third-party</strong> cookie. </p> <p>Note: Cookies are not intrinsically first or third party – this is decided by the browser at runtime.</p> <h3>How does this relate to AdWords?</h3> <p>Let’s get back to our AdWords tracking point, and the point of this article.</p> <p>To date, AdWords cookies have always been <strong>third-party</strong> cookies (since they send data from any domain to <em>www.googleadservices.com</em>). </p> <p>Safari and Firefox are taking steps to <strong>block</strong> third-party cookies (to varying levels). By default this means that often people converting on these browsers <strong>aren’t tracked</strong> by the regular AdWords conversion tag. This is bound to only get worse with the coming ITP update to Safari mentioned in the beginning of the article. </p> <p>In essence, it means that essential AdWords conversion data is becoming lost, as it cannot be tracked from these browsers.</p> <p>Sometime in September, Google announced a new AdWords conversion tracking option which replaces the <em>www.googleadservices.com</em> cookie with an additional Google Analytics cookie. That is significant because the GA cookies are written against the domain they are tracking. Essentially, this circumvents the above limitation as these cookies will now be considered a <strong>first-party</strong> cookie on your website.</p> <p>The new Google Tag Manager (GTM) Conversion Linker tag works in a similar way. It simply reads any Google Click Identifier (GCLID) and Urchin Tracking Module (UTM) URL parameters relating to AdWords clicks, and sets them in a cookie on your own domain. Then later, if a conversion occurs, it can be properly tracked, even in browsers that block third-party cookies. </p> <p>Both these options would allow you to track users of browsers that block third=party cookies by default, as well as users that have chosen to block these cookies. Considering the ease of implementation of the new Conversion Linker tag it’s a no-brainer if you have GTM and use an AdWords conversion pixel currently.</p> <p><strong>Note:</strong> You only need to do this if you haven’t linked your Google Analytics with AdWords (more information: <a title="How AdWords tracks website conversions" href="https://support.google.com/adwords/answer/7521212?hl=en-GB" target="_blank">https://support.google.com/adwords/answer/7521212?hl=en-GB</a> )</p> <h3>How to setup the GTM Conversion Linker Tag </h3> <p>It is simple to setup the GTM Conversion Linker tag, but if you manage your GTM setup in-house, here are the steps you need to follow: </p> <p><strong>Step 1:</strong> Select to add a new tag and choose ‘conversion linker'.</p> <p><img src="https://assets.econsultancy.com/images/0008/9980/Picture4.png" alt="" width="700"></p> <p><strong>Step 2:</strong> Set the default trigger of all pages.</p> <p><img src="https://assets.econsultancy.com/images/0008/9981/Picture5.png" alt="" width="700"></p> <p><strong>Step 3:</strong> You are all done. Put your feet up and feel smug!</p> <p><em>To learn more on this topic, check out Econsultancy’s range of <a href="https://econsultancy.com/training/courses/topics/data-analytics/">Data &amp; Analytics Training Courses</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/69542 2017-10-30T11:00:00+00:00 2017-10-30T11:00:00+00:00 Cutting out the crap: The truth about the GDPR & consent Tim Roe <p>As RedEye’s Compliance Director, there is one question I get asked all the time and that is “how do I get consent for the GDPR?” and that is usually followed by “can I use pre-ticked boxes?” And “will I need to re-permission my whole database?”.</p> <p>There is a lot of confusion out there at the moment, with the ‘experts’ circling and driving herds of marketers towards the pit of consent. And to be honest I can’t blame marketing departments for seeing consent as the only route to go, as they are surrounded by a mass of nodding dogs, barking statements like “but you know that consent is the best way to go” and “think of the customer first”.</p> <p>The confusion is understandable, but let me tell you, it is not all about consent.</p> <p>Let’s get one thing straight, it’s not about sending a B2C email, posting something on social media or sending a SMS… that’s another story.</p> <p>I’ve seen some people purport that consent for electronic marketing is the same as consent for the GDPR. It is not!</p> <p>What GDPR relates to, is being able to process data for the purposes of direct marketing, which includes storage, segmentation, profiling, matching, sending direct mail, making marketing phone calls and electronic marketing in the B2B sector.</p> <p>Up until now, it’s likely that you have been processing this under the legal basis of legitimate interests of your business, complying with the Data Protection Act 1998 by presenting a detailed privacy policy and giving people the opportunity to object to direct marketing.</p> <p>It will be a balanced relationship too, with the use you put the data, compatible and relevant to the relationship you have with the individual. At least it should be. If not, you are breaking the law now; and you don’t need to wait until May 18 to have sleepless nights.</p> <p>Assuming you are doing this correctly at the moment, you only need to move from DP98 to GDPR compliance. Christopher Graham, the previous Information Commissioner said many times at events that I have attended, “if as marketers, you are complying with the current rules, you don’t need to do much more to comply with GDPR”.</p> <p>That doesn’t sound like the basis for panic over consent, does it?</p> <p>I think the misinformation about consent is causing marketers to ask at the beginning of the process, questions that should come at the end of the process. Most marketers won’t yet have the information needed to make a decision about the correct legal basis for processing. But getting there is a logical process, that starts at a place very familiar to marketers; the data.</p> <h3><strong>Audit your data</strong></h3> <ul> <li>What have you got and what do you use it for?</li> <li>Have you got more than you need? </li> <li>Do you keep it longer than you should? </li> <li>Is what you use it for, likely to be reasonably expected by the individual, based on their relationship with you? </li> <li>Do you match data obtained from elsewhere?</li> </ul> <p>The Data Protection Network, (in conjunction with the DMA and others) have produced some good <a href="https://www.econsultancy.com/blog/69303-gdpr-for-marketers-five-examples-of-legitimate-interests">guidance on legitimate interest</a>, with a really handy template to help you with the Legitimate Interest Impact Assessment on your data. In a nutshell; </p> <ul> <li>Find out what data you have got and what you use it for</li> <li>Apply the tests using the template in the DPN guide</li> <li>Then make your decision. Can you justify legitimate interest, or will it need to be consent?</li> </ul> <p>At least you will know why you are making the decision, which will help you in writing your privacy notices and consent statements if required.</p> <p>Whatever basis you choose at this point will need to be applied to your current data as well as new data added to your database.</p> <h3><strong>Taking the legitimate interest highway</strong></h3> <p>In the case of legitimate interest, you will need to communicate to your current database the fact that you have a new privacy notice and give them the opportunity to object to direct marketing. You will need to record what you sent, to whom and when. You should only use data that you have permission to market to, this is a marketing communication not a service one, so choose the right channel to reflect the permissions you have. </p> <h3><strong>Going down the consent road</strong></h3> <p>In the case of consent, there is no getting round it, you will need to get your existing customers to opt in. This means communicating the specific detail relating to the use of the data, so the data subject can be fully informed before they opt in. You can use a layered approach to this, where the communication content, or the webpage they land on, has the summary details of the processing undertaken, linking through to greater detail on further pages.</p> <p>You must ensure that the individual is presented with sufficient information to allow them to be said to be informed. You will need to record who opted in, what they were told at the time and have some form of verification, such as double opt in, to give an audit trail.</p> <h3>Quite a difference in approach</h3> <p>You should decide which way to go based on need. If consent is the best way to go, it should be because your use of the data presents a risk to the rights and freedoms of the individual. If this is not the case and your Legitimate Interest Impact Assessment says you can use legitimate interest, then use it.</p> <p>Why put the business through unnecessary pain and your customers through unnecessary inconvenience, if you don’t need to?</p> <p><em>Click on the image below to view RedEye's infographic on 12 steps to prepare for the GDPR</em></p> <p><a href="https://assets.econsultancy.com/images/0009/0054/gdpr_info.jpg"><em><img src="https://assets.econsultancy.com/images/0009/0055/GDPR_infographic_snippet_Econsultancy.png" alt="gdpr infographic" width="400" height="273"></em></a></p> <p><em><strong>Why not check out <a href="https://www.econsultancy.com/training/courses/gdpr-data-driven-marketing">Econsultancy's GDPR training course</a>?</strong></em></p> tag:www.econsultancy.com,2008:TrainingDate/3292 2017-10-26T13:16:37+01:00 2017-10-26T13:16:37+01:00 Google Analytics - Advanced <p>Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently the tool hasn't been configured to tailor reports to make full use of its capabilities and drive business results.</p> <p>This practical small group workshop will help you get the most out of Google Analytics to improve your tracking, website and marketing campaign efficiency. Submit your own site during the workshop, and you'll have an opportunity to have it reviewed, with recommendations on "quick win" improvements for you to consider made by the expert trainer.</p> tag:www.econsultancy.com,2008:TrainingDate/3289 2017-10-26T13:12:40+01:00 2017-10-26T13:12:40+01:00 Google Analytics <p>Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently once the tool is in place there seems to be a "what next" moment.</p> <p>This practical, small group workshop will help you to get started with Google Analytics, offering you plenty of practical tips and shortcuts.</p> <p>You'll learn how to get useful information from the tool so you can begin optimising your site, online marketing and content.</p> <p>Your website will also be viewed by an industry expert, who will make recommendations as to the best starting points for your own analysis.</p> tag:www.econsultancy.com,2008:TrainingDate/3251 2017-10-23T09:23:27+01:00 2017-10-23T09:23:27+01:00 GDPR Essentials for Marketers - Online <p>At Econsultancy, we're not just trainers; we're also passionate researchers, analysts, consultants and most importantly, practitioners. And that means the insight and content available to you in our online training will be completely up to date and relevant.</p> <p>This online course will help you learn everything you need to know about the General Data Protection Regulation (GDPR) before it comes into force in May 2018, and crucially: what to do about it.</p> tag:www.econsultancy.com,2008:BlogPost/69463 2017-09-29T16:43:30+01:00 2017-09-29T16:43:30+01:00 10 delightful digital marketing stats we’ve seen this week Nikki Gilliland <p>Without further ado...</p> <h3>Digital ad fraud predicted to rise to $19bn in 2018</h3> <p>A new report by <a href="https://www.juniperresearch.com/researchstore/content-commerce/future-digital-advertising/ai-ad-fraud-ad-blocking-2017-2022" target="_blank">Juniper Research</a> predicts that digital ad fraud will cost advertisers $19bn in 2018 – that’s equivalent to $51m per day. This figure, which represents advertising on online and mobile devices, is also predicted to rise to $44bn by 2022. </p> <p>Meanwhile, the report further predicts that platforms using AI for targeting purposes will account for 74% of total online and mobile advertising spend by 2022.</p> <h3>Honesty is the key to winning trust from travel consumers</h3> <p>According to research by the <a href="https://dma.org.uk/research/dma-insight-customer-engagement-focus-on-travel" target="_blank">DMA</a>, simple factors like honesty and value for money can instill trust in travel consumers – perhaps even more so than technological innovation.</p> <p>The DMA found that 59% of consumers want value for money, 58% want ease of use, and 58% want good customer service from travel brands. Similarly, these factors can also keep customers loyal, with 53% saying good customer service would lead to a repeat booking, and 40% saying the same for deals and loyalty schemes.</p> <p>That's not to say customers don’t want the convenience of technology as well. 52% of consumers say they would use a chatbot to help with pre-travel questions, and 53% would be interested in using a VR headset to see a hotel room.</p> <p><img src="https://assets.econsultancy.com/images/0008/9270/DMA.JPG" alt="" width="750" height="568"></p> <h3>Three in four UK consumers are concerned about privacy of connected devices</h3> <p>New research from <a href="http://www.worldpay.com/uk/about/media-centre/2017-09/shoppers-give-thumbs-up-to-in-store-biometrics" target="_blank">Worldpay</a> has revealed a lack of trust in connected devices among UK consumers. </p> <p>In a study of over 2,000 people, just 23% of UK respondents said they feel comfortable with a smart device such as a fridge or virtual assistant ordering items on their behalf. Not only did the study uncover that Brits are laggards when it comes to Internet of Things adoption, but also that privacy is still a massive barrier. </p> <p>Worldpay found that 78% of British consumers are worried that businesses would share their personal data, while 77% are concerned about the prospect of devices being hacked by fraudsters. UK consumers are clearly a stubborn lot too, as 33% claimed that nothing would make them feel comfortable with automated purchasing.</p> <h3>93% of consumers would consider a rival brand after a negative email experience</h3> <p>A new report by <a href="https://www.mailjet.com/blog/guide/transactional-research-report/" target="_blank">Mailjet</a> suggests that lost emails can negatively affect levels of customer retention.</p> <p>Research has found that 28% of consumers across the UK now receive four or more transactional emails per day. Furthermore, 77% state they always check that they have received a purchase confirmation email, and 41% won’t wait more than one minute for a transactional email to arrive before getting annoyed with the company they are using.</p> <p>Consequently, 93% of customers would consider choosing a rival provider following a negative transactional email experience, with 21% of UK consumers saying speed of email delivery is the most important factor.</p> <p><img src="https://assets.econsultancy.com/images/0008/9269/Mailjet.JPG" alt="" width="760" height="407"></p> <h3>Decline in number of retailers offering free returns </h3> <p>Research by <a href="https://emea01.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.reboundreturns.com%2Fquarter-2-2017&amp;data=02%7C01%7Cdavid.moth%40econsultancy.com%7C3ed69e69770147425ea908d50590c01e%7Cfdd3bf0d1bfa49198a45f1a311d56753%7C0%7C0%7C636421041622281531&amp;sdata=%2B%2F6%2FC2F5MpzzWUd4cyJCEreZwzqYMJR1Zszj3mYBFHE%3D&amp;reserved=0" target="_blank">ReBound</a> has uncovered a drop in the number of UK and European retailers offering their customers free returns. In a study of over 200 leading fashion brands, just 28% were found to offer free returns – a big decrease from 55% in Q1.</p> <p>ReBound’s report also found that the majority of retailers are failing to be upfront about their returns policies, with just 6% promoting their returns policy at all three key stages of the purchase journey – product page, basket, and checkout.</p> <p><img src="https://assets.econsultancy.com/images/0008/9276/Returns.jpg" alt="" width="760" height="456"></p> <h3>Social sentiment for Uber increases following licence revoke </h3> <p>Since TFL announced that it won’t be renewing Uber’s licence to operate, social media has been awash with conversation about the decision. 4C Insights has been looking at engagement and sentiment for both companies across platforms including Facebook and Twitter.</p> <p>Surprisingly, it found that sentiment has dropped 13% for TFL since the announcement, with Uber remaining level despite the working practices highlighted by TfL's decision. </p> <p>With 730,000 signatures on the petition for Uber to have its London license renewed, it seems the general attitude on social media is annoyance at the service being taken away. </p> <h3>90% of Gen Z travellers influenced by social media</h3> <p>When it comes to travel plans, <a href="https://info.advertising.expedia.com/travel-and-tourism-trends-for-american-travelers" target="_blank">Expedia Media Solutions</a> has revealed that the Generation Z is the demographic most influenced by social media, with Instagram and Facebook being named as the most influential platforms. </p> <p>While Gen X (or millennials) are influenced less by social media than younger generations, more than half of them say Facebook has an effect on their decision-making.</p> <p>Lastly, baby boomers are the least likely to research travel destinations on social media, with more than 55% already deciding where to go, and 43% saying they don’t need help with planning.</p> <p><img src="https://assets.econsultancy.com/images/0008/9272/Expedia.JPG" alt="" width="780" height="347"></p> <h3>iOS 11 sparks consumer demand for new AR apps</h3> <p>Following on from the launch of iOS 11 and Apple’s new AR platform, ARKit, consumer demand for AR apps is on the rise.</p> <p>A new report by <a href="https://emea01.safelinks.protection.outlook.com/?url=http%3A%2F%2Fdigitalbridge.eu%2Fdownload-our-new-report-augmented-reality-changing-the-face-of-retail%2F&amp;data=02%7C01%7Cnikki.gilliland%40centaurmedia.com%7Cadb8f897d4ac427e9e8d08d505beece0%7Cfdd3bf0d1bfa49198a45f1a311d56753%7C0%7C0%7C636421239942488912&amp;sdata=DN6h7HZhQ23xErI%2BpE0u4xwhEyFol2J3t7zrWcfNRAo%3D&amp;reserved=0" target="_blank">DigitalBridge</a> suggests that 61% of consumers say augmented reality is the technology they are most excited about using, compared to 30% for virtual reality. Consequently, 69% now expect retailers to launch an AR app within the next six months.</p> <p>Meanwhile, a further 18% of consumers don’t expect to be kept waiting longer than 12 months before they are offered access to an augmented reality platform, and 82% are expecting the technology to be made available via mobile.</p> <h3>Consumers fail to recall brand logos</h3> <p>Signs.com has been looking at how well consumers can recall the brand logos they see every day. <a href="https://www.signs.com/branded-in-memory/" target="_blank">The study</a> involved 150 participants drawing 10 famous logos from memory, including Apple, Burger King, and Domino's.</p> <p>Results found that just 6% of people could recall the Starbucks logo – perhaps surprising considering many participants buy one of the 18m cups of coffee it sells per day.</p> <p>Ikea saw the most success, with nearly a third of participants recreating near-perfect logos. Meanwhile, more than 20% of participants wrongly included a crown when drawing the Burger King logo, despite the fact that the design hasn’t included one in almost 50 years.</p> <p>Lastly, one in three participants incorrectly included a stalk in the Apple logo. </p> <p><img src="https://assets.econsultancy.com/images/0008/9271/brand_logos.JPG" alt="" width="550" height="631"></p> <h3>Pizza generates 26m shares on Instagram</h3> <p>Lastminute.com has revealed the world’s most-shared food trends, including the top international foods and the most popular obscure trends.</p> <p>Topping the list of the most-shared international foods is pizza, with 26m shares on Instagram. This is followed by sushi with 17.6m shares, and pasta with 11m shares.</p> <p>Meanwhile, matcha tea was found to be the most popular unusual food, generating 2.5m shares. Cronuts, bubble tea, and freakshake also appear in the top 10 obscure foods Instagram users love to document.</p>