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Marketing via Messaging Apps to Get Harder in Europe - eMarketer

Marketing via Messaging Apps to Get Harder in Europe - eMarketer | The MarTech Digest | Scoop.it
Last month, the European Commission announced proposed changes to the ePrivacy Directive, a set of rules that regulate how companies collect data online about residents of EU member states. The new proposals will bring messaging, email and voice services under this banner, forcing such platforms to seek the explicit consent of users before being able to use their data for advertising purposes.

At the moment, messaging platforms are largely ad-free—Facebook Messenger allows sponsored messaging, but only if a brand is already part of an open conversation with a consumer. Given the scale and reach of these platforms, there’s clear opportunity to do more. But regulatory changes may curtail any grand plans these platform providers might have to expand marketers’ options.
CYDigital/marteq.io's insight:

Word to the wise: When marketing into the EU, triple cover yourself.

 

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Two thirds of Western European businesses plan to invest in Marketing Automation - TheSalesPro | #TheMarketingTechAlert

Two thirds of Western European businesses plan to invest in Marketing Automation - TheSalesPro | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Excerpt...


Two-thirds of companies in Western Europe have active investment plans for marketing automation systems in 2014, according to the latest research from leading industry analysts, Ovum conducted the research on behalf of Marketo (NASDAQ: MKTO) provider of the leading cloud-based marketing software platform for building and sustaining engaging customer relationships. Enterprise purchasing decisions are being fuelled by marketing-led, customer centric business agendas combined with increased usability and functionality from marketing automation vendors.

 

Ovum conducted interviews with 1,380 enterprise executives with more than 500 employees, across 18 countries in Western Europe. More than half of respondents (53 percent) plan to enhance or transform their marketing automation systems in 2014, while one in seven (14 percent) plan to install a new marketing automation system. 

 

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CYDigital/marteq.io's insight:

EU finally getting in gear.

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