The Oban Blog

Digital World Quarterly Catch-up – Five Big Trends in Global Digital Marketing News: July 2015

Our Digital World series – formerly “The Global Digital Marketing Weekly” – recently rolled past its first birthday. Through the series, we aim to offer a regular snapshot of digital marketing news from key markets (as well as those that are underreported but no less important), but we appreciate that our clients and loyal readers don’t always have time to catch-up with every update.

So what better way to continue to keep you up to date, and to celebrate one year of the series, than to roundup our roundups? In this post, we’ve brought together the biggest trends from the last quarter, packaging up our recurring news items to bring you fully up to date.

Right to be forgotten goes global

One news story we regularly return to is the progress of “right to be forgotten” (RTBF) laws, ensuring the right for individuals to request the deletion of outdated but potentially damaging information.

Because of the laws implemented in the EU just last year, Google and its competitors have been obliged to set up processes to deal with RTBF requests – in the last quarter they’ve described these methods, and the EU is apparently satisfied with the results. Right to be forgotten laws may go global – Russia is close to implementing its own version of the law.


China courts international small businesses to meet middle-class demands

Alibaba’s Jack Ma has no plans to take on Amazon and eBay in America – in fact, Alibaba has just got rid of American marketplace 11Main. Instead, Ma stresses that the e-commerce giant’s main focus in the international market is to engage foreign small businesses and bring them to the Chinese market – as evidence in mid-year sales on Tmall and JD, and boosted by the Chinese government’s reductions for key import tariffs.


Yandex combats market share decline with increased update activity

The beginning of the year saw Yandex’s share of the Russian search market fall below 60% for the first time since 2010 – since then, we’ve seen the engine bring backlinks as a ranking factor while rolling out a new algorithm – Minusinsk – to combat the market’s rampant link quality issues. Meanwhile, Yandex has sought a greater market share in Turkey.


Mobile continues its rise

Smartphone and tablet usage remains a hot trend around the world – purchases in China, mobile banking globally, and search traffic in 10 key nations became mobile dominated for the first time. Meanwhile, users in nations like Brazil are underserved by well-optimised mobile experiences, with 42% preferring to use the full version of a site.


Censorship and search-engine control remain a global game

Think of state censorship of search engine results, and you’ll probably jump straight to China and its infamous Great Firewall. However, legislators and judges in less stereotypical nations have been hard at work seeking to control what users are able to see. Both Canada and France are putting pressure on search engines to extend result removals beyond their own borders – with both complaining that results censored in local results are freely available in other regions. France even went as far as seeking disclosure of Google’s algorithm.

Japan is at it too, with a judge ordering the removal of two anonymous, negative reviews from its Maps service. And while China and Russia passed laws reportedly banning puns and memes respectively, the laws turned out to be slightly more lenient in practice.

Digital World is published weekly: keep an eye on our Twitter, Facebook and LinkedIn accounts to keep up with the latest digital marketing news, or subscribe to our newsletter with the form in the footer. This week’s edition will follow shortly.

Image credits

Outside the European Court of Justice photo by Flickr user katarina_dzurekova

Leshan sights photo by Flickr user Chi King

Night City, Ekaterinburg, RU photo by Alex Alishevskikh

Classic Venice photo by Flickr user Roberto Trm

Life passes by photo by Flickr user Tinou Bao