Welcome to the second instalment of our social media predictions for 2018, including the affect of GDPR and customer reviews. We are releasing our 2018 predictions as three separate bite-sized blog posts, exploring the themes of:
- People vs Machines (you can read this blog here)
- Building Trust
- Video & Interactive Shopping
So if you like this one, do look out for the other blogs on our website.
General Data Protection Regulation (GDPR)
GDPR is a new regulation that seeks to protect customer data and make it’s usage more transparent. If your company deals with data from customers in the EU you need to be compliant by 25 May 2018. This means that you will have to obtain explicit consent before capturing any personal data. You’ll also need to explain clearly how you intend to use it. This applies to data relating to all EU residents, so includes companies outside of the EU that handle personal data. Companies that don’t comply may be fined up to 4% of global annual turnover or $23m (whichever is greater). So it’s worth making sure you’ve read the guidelines and are compliant. As well as preparing to become GDPR compliant, brands will also need to carefully consider how to deliver relevant campaigns to audience segments without exposing individual identities.
Customer reviews to become more crucial
In 2018 customer reviews will become even more of a crucial factor for customers making purchase decisions. This applies to in store shopping as well as online. 90% of shoppers report using a smartphone while shopping, and many of these are researching the products they’re looking to purchase. A large part of the decision of whether or not to buy will be based on reviews from other members of the public. It is therefore important to ensure you are well reviewed across the various sites your customers are likely to be searching.
As so many people are using their phones while shopping it’s also worth considering ways to integrate your mobile strategy into your bricks and mortar shops. This might be by offering in-store discounts, or advice to help potential customers make a purchase.
That’s it for now, but if you have the time and inspiration why not read the next article in our 2018 trends predictions series. It’s all about video, shoppable media and augmented reality.