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The global digital marketing weekly: Thursday 17 July 2014

Another week passes in the digital marketing industry and drops a care-package of news and views for you to catch up on. In this week’s look at the international news that matters to your business: Google and Bing talk EU ‘right to be forgotten’ processes; businesses in Singapore now subject to personal data protection act; Microsoft surpass Yahoo’s share of global ad market; Google rounds off World Cup doodle gallery; and Webmaster Tools hreflang feature available for all.

EU right to be forgotten law: Google wants input, Bing wants more time


As the effect of the EU’s right to be forgotten ruling becomes clearer to searchers using European versions of Google, the search giant has revealed a little more about its process. As reported by Search Engine Roundtable, Google has formed an advisory council of outside experts to discuss how the law should be implemented. Google’s own description of the kinds of removal requests they’re receiving is illuminating:

“Serious criminal records, embarrassing photos, instances of online bullying and name-calling, decades-old allegations, negative press stories, and more.”

The advisory council page invites the public to share their views on the hugely controversial ruling. Though most of the focus so far has been on Google, all search engines that operate in the EU are obliged to implement changes. Bing has yet to make its move, with a statement recently issued saying that “developing an appropriate system is taking some time”.

The measures may amount to nothing, however. The BBC reports that there are already signs of a predicted ‘Streisand Effect’, with a new site launched to specifically call attention to censored search terms and links.

Singapore Merlion image

Singapore’s personal data protection act now in effect


Econsultancy has an interesting write-up about the implications of Singapore’s personal data protection act – suggesting that the legislation is worth noting whether companies are trading in Singapore or not. The act works on principles of consent, purpose and reasonableness:

– “Consent – Organisations may collect, use or disclose personal data only with the individual’s knowledge and consent (with some exceptions);”
– “Purpose – Organisations may collect, use or disclose personal data in an appropriate manner for the circumstances, and only if they have informed the individual of purposes for the collection, use or disclosure; and”
– “Reasonableness – Organisations may collect, use or disclose personal data only for purposes that would be considered appropriate to a reasonable person in the given circumstances”

Econsultancy argues that the act is less “heavy” and more reliant on common sense than similar acts passed in the EU and Canada. This increases the likelihood that other nations will look to Singapore’s implementation as a model for their own.

Microsoft forecasted to overtake Yahoo for global digital ad market share


The global digital ad market – valued at just over $140bn – continues to evolve. Though Google retains a clear 31% share, an ascendant second place Facebook is up nearly 2% from 5.82% in 2013. This second place position was one once occupied by Yahoo, however, and though eMarketer reports that Yahoo is back in the black, it now finds itself in fourth place, behind Microsoft.
Google Doodle Germany 2014 Win

Google’s 63 World Cup logos


Google’s internationally diverse logo series of ‘doodles’ got into the World Cup spirit over the course of the tournament. Search Engine Land has a gallery of some of the best, though we’re particularly taken by the Google.de logo above, celebrating Germany’s win – mainly due to the cameo of the late Paul the Octopus driving a VW Beetle.
International targeting feature webmaster tools

Webmaster Tools international targeting feature available to all


After a short period of beta testing among a group of external volunteers, Google Webmaster Tools’ new international targeting feature has become available to everyone. Google explains how to use the feature to troubleshoot hreflang annotations over on its Webmaster Central blog. The changes have also relocated the geographic targeting feature to the same “International Targeting” section (under “Search Traffic”).

To keep up-to-date with the latest international digital marketing news, sign up to Oban’s newsletter, Trendspotter. Alternatively contact Oban on +44(0)1273 704 434 or email info@obanmultilingual.com for advice on how we can help leverage your global online presence.

Image of Swiss Alps by Flickr user Pier-Luc Bergeron

Image of Singapore Merlion by Flickr user William Cho