E-mail marketing or Messenger marketing?

What Email Marketers are saying

When it comes to email marketing software, marketers are spoilt for choice. But how do they feel about the emails they send?

It turns out that relevance is a huge concern for them. DMA reports that 42% of marketers say only some of the emails they send are relevant, and a whopping 10% say their emails aren’t relevant at all. That’s an issue, with consumers trashing irrelevant email.

Another issue people wonder about is the ROI of email marketing. In other words, is it really worth it? Various comparison’s of email marketing vs social media shows that email outperforms social by miles. And Chief Marketer says the ROI of email marketing is 28.5% better than for direct mail.

So what does Messenger do better?

Well, the big problem with email marketing is that you’re talking at your users and potential customers, not with them.

It’s kind of like being on the receiving end of a sales pitch, one where you have no say until the salesman is finished leaving you with only one response, yes or no.

Messenger though, creates a conversation.

It’s the only channel that solicits real time feedback from your users, the only channel where they have a say and shape the conversation which builds interest and engagement.

Check out the below example from 1800-flowers.

What Does the Future Hold?

Email is a mature channel, one which has been extensively developed and includes various advanced features to help you better market to your customers.

Messenger on the other hand is the new kid on the block.

It’s showing great promise and is getting far higher engagement in the areas where they’re going head to head, but it’s not yet at the level of sophistication email has developed.

Messenger is quickly gaining ground on email in terms of features and is already outpacing the platform in the areas where there’s overlap.

So what should a smart store owner like you do?

Well, what you shouldn’t do is abandon email marketing in favour of Messenger. Right now Messenger simply doesn’t have the advanced functionality and tracking of email.

However, if you already haven’t you should be looking at implementing Messenger on your site ASAP.

Right now, Messenger is the perfect complement to your email marketing. And if the last year is any indication, in the near future Messenger will continue to outperform email in other key marketing and communication areas for ecommerce as the platform progresses.

Right now, if I had to advise some specific campaigns your store needs to be running I’d recommend focusing on:

Messenger isn’t just a nice thing to have on your store or a new fad that will die out. The success rate of stores across the globe and the growing user base points to a new channel that might one day overtake email as the chief ROI channel.

In conclusion:

Email marketing and social media are like parallel universes that communicate with each other.

We suggest using email marketing when you’re looking more for reach, traffic and direct conversions. Social media, on the other hand, is a great tool that can help you engage your audience and assist you with making more sales.

There is no reason why you shouldn’t use both. Just be sure to allocate your resources the right way. Thank you for reading this blog and please leave your comments below.

 

By Richard Holland – MSc Digital Marketing Student

 

Contact –

Linkedin- Richard Holland

Instagram – Ricardo J

Brand –

Instagram – Ricco London

Twitter – Ricco London

Facebook – Ricco London

If You’re Marketing to Millennials, Get on Instagram

There were over 600 million Instagrammers in 2017, and 400 million of those users were active every day according to Softpedia.

Those numbers alone should be reason enough to get your business on the social media platform – but if you’re marketing to Millennials, otherwise referred to as Generation Y, or in simple terms anyone born between the early 1980s and late 1990s – then you should already be on there.

In March of 2017, over 120 million Instagram users visited a website, found directions or contacted an Instagram account or business based on an Instagram ad says Wordstream.

Not only this, but according to the Instagram Blog over 50% of users on the app follow a business and 60% say they learn about a product or service through the app.

Why not make one of those businesses yours? We’ve produced the definitive guide to getting your business set up on Instagram below.

Getting Started

The first thing you’ve got to do is establish your presence on the platform with three main tasks, adding a profile picture, writing a bio and connecting your website. For an example of doing this the correct way, take a look at fashion retailer JD’s Instagram Feed.

Your profile picture should be something memorable and representative of your business – usually your logo.

Over time, people remember your profile picture when scanning through their Instagram news feed – especially if your logo is eye catching.

Your bio gives you under 200 characters to tell the world why you’re worth following and what your service or product is. Enhancing your bio by encouraging users to share content relevant to your business or brand using a hashtag can always be worthwhile.

It’s also important that your followers follow the path to purchase or learn as much as possible – and your website is generally the avenue where this takes place.

Ensuring your website URL on Instagram directs to a mobile friendly site is incredibly important.

How can I Market Effectively?

 Once your profile has been created, you’ve got to identify what kind of content your target audience will be interested in.

Brand storytelling, or Brand Centered Content whether through photos of products or photos of the results of products effectively showcases what the business or brand has to offer.

Skate and footwear brand Vans do this quite well.

Reactive Storytelling uses timely events or unique insights to generate immediate feedback from their audience – and these tend to be based upon pop culture or memes.

This usually includes an interesting story that is on consumer’s minds, combined with a brand relevant marketing message.

With Behind the Scenes content, people are looking for an inside look at how things are built or done inside your business and brand.

Brands are now looking at how they can be more authentic as it is what consumers are looking for in the modern market.

Overclockers UK are a wonderful, British example of this.

Inspirational or Motivational posts are used to spark emotions in your customers or target audience – and it is also the most effective way to drive engagement with your brand.

The key is to recognise what will resonate with your audience.

From this point onward, you should have a basic idea of how to use Instagram as a powerful marketing tool for your Millennial target audience.

——————–

Regan Foy (Twitter / LinkedIn)

Staffordshire University Students’ Union

MSc Digital Marketing Managament Student (Full Time)

Which Social Media Platforms Are Right For Your Business?

Despite what people say, you don’t need to be on all social media platforms to promote your business. However, a lot of businesses fail to harness the power of social media, or waste time using the ‘wrong’ platform for their needs.

By picking the platforms that work for your company and utilising all of the features they have to offer you could be making a bigger difference with just one that you could be with six. Plus there are only 24 hours in a day and for a small business, it can be quite challenging managing all the platforms as well as business activities. But, how do you choose the right social media platform? Let’s get started!

 

WHAT TO CONSIDER?

When deciding which platform is worth investing your time in, there are a few things to consider – your target demographic, the style and ability of the platform and ultimately, what you want to achieve.
Below I’ve put together a list of the key purposes/demographics for the 5 most popular social media platforms – Facebook, Twitter, LinkedIn, YouTube and Instagram. Take a look and see which is most suitable for your business:

 

FACEBOOK –
Facebook is one of the most popular and powerful social networks out there. It has over 1.28 billion monthly active users. Due to its large number of users, the likelihood of your target audience being online is quite high. The platform has great targeting for both paid and organic content and you can almost completely control the way you want it to look – from the cover photo and profile picture to the about options, app integrations and featured images.
Almost any business can benefit from having a Facebook page. But Facebook isn’t primarily about selling. Facebook is ideal for giving your business a personality. Content works best when you portray your business in a friendly, sociable way. It’s the perfect place to show off what your team members have been up too as well as showcasing your products. “The best ‘bang for the buck’ in Internet marketing today is Facebook advertising. The targeting options are limitless and surprisingly inexpensive for businesses of all sizes.Facebook advertising can help marketers of all kinds get insights into how different demographic groups respond—and for a fraction of the cost of other alternatives,” (Chris Treadaway, co-author of Facebook Marketing: An Hour a Day).

 

TWITTER –
Twitter has become widely popular over the last decade and is known amongst businesses for being the place of conversation. Unlike other social media platforms, Twitter is very ‘in the moment’.
Twitter is the platform for you if you want to reach out to people regarding news, updates, questions for your followers or just want to see what your customers are interested in, choose Twitter.

 

LINKED –
LinkedIn is a B2B social media platform. Just imagine attending your busiest networking event from the comfort of your own office/home. LinkedIn is predominantly a platform that allows you make connections in the business world and utilise them as necessary.

It’s a fantastic platform for recruiters and any professional services. LinkedIn has good targeting options and allows you the make the most of people’s skills.
Service providers are more common on LinkedIn in comparison to manufacturers or retailers, because it’s easier to talk about what your business does, and it’s not a very visual medium.

 

INSTAGRAM –
If your business is B2C and very visual, Instagram is the platform you need to be on. Shops, travel agents, estate agents, designers and more are all on Instagram because they offer a ‘strong visual’ product that people will take an interest in.
Instagram has great integration with Facebook when it comes to advertising and due to its use of hashtags, posts are easier to find and target your customers.
You can drive traffic through to your websites/product pages and also show your company’s personality.

 

YOUTUBE –
We’ve all heard of YouTube, right? It’s the go-to place for reviews, how to’s and entertainment. Almost any business type can benefit from YouTube but it requires a lot of time and skill to build a following and to create engaging videos.
As with all platforms, YouTube can work better for certain industries including retail, health and more. It’s also a fantastic platform for influencer marketing. Not to mention it is the second biggest exarch engine and is still and expanding platform, unlike twitter.

 

So which platform will you be using for your business and why, share your thoughts bellow and thank you for reading this blog post.

 

By Richard Holland – MSc Digital Marketing Student

 

Contact –

Linkedin- Richard Holland

Instagram – Vission Design

Brand –

Instagram – Ricco London

Twitter – Ricco London

Facebook – Ricco London

A time to have fun (and some research) at the World of Wedgwood Christmas Market

Christmas is a time that brings so much love and joy to friends, family and loved ones, so why not visit the World of Wedgwood Magical Christmas Market for festive treats and Christmas gifts.

 The event runs from the 7-10th of December.

The Christmas Market Fayre will consist of over 50 stalls selling hand crafted products and locally sourced and produced fine foods for festive treats and Christmas gifts, located in the Courtyard and the Darwin Suite. There will also be music and entertainment, along with Christmas lunches in the contemporary restaurant and a festive afternoon tea in the Wedgwood Tea Room.

In addition to the Christmas market, visitors can also enjoy the Wedgwood Museum or take a tour of the Wedgwood factory, where they can put their skills to the test in the creative studio by having a spin on the potter’s wheel or designing a unique Wedgwood plate.

The World of Wedgwood is situated in Barlaston in Stoke-on-Trent. It is not far from junction 14 (north) and junction 15 (south) which makes life a lot easier for tourists travelling from the motorway . The Christmas Market Fayre has free entry and there is also free parking available on the venue.

About me

My name is Charmaine Oputeri and I am a final year student studying Tourism Management at Staffordshire University.

I am doing my final year project on the World of Wedgwood’s Christmas Market Fayre. The aim of my project is to establish the customer profile and to broadly evaluate the marketing aspects of World of Wedgwood. This is vital to my project as it will enable me to understand what attracts people to visit the World of Wedgwood and how it can be improved for future visitors.

Data collection will be conducted by asking the visitors  at the Christmas Market Fayre to fill out a survey. This survey consists of various questions about the customer experience e.g. what they enjoyed the most about the Christmas Market and what they would like to see improved in the future.

I hope to pursue a career within the Tourism industry as l enjoy working with people. This final year project will enable to reach this goal because it is going to teach me interpersonal skills, good communication skills and lastly, it will enable me to use my own initiative.

Social media

World of Wedgwood on facebook 

World of Wedgwood on Instagram

@WorldofWedgwood on twitter

Charmaine Oputeri on twitter

Charmaine Octuperi on Instagram

 

The Economic and Social Impact of Stoke City FC

The English Premier League is a global brand. Stories abound of travellers from Stoke-on-Trent travelling to far flung corners of the earth, getting into a cab, pub, or conversation and being asked; “Where are you from?” the traveller responds; “I am from Stoke” only to be told; “I know Stoke FC!”, a list of players is usually reeled out including Peter Crouch and co, and from then onward, the conversation takes on a new dimension of familiarity and friendliness.

Peter Crouch Goal Celebration

 

English Premiership Clubs have fans in all corners of the world. Jerseys are sold in Africa, Asia, the Americas, Europe and Australia. Matches are watched on all sorts of devices and football players are household names with kids dreaming of growing up to be like their heroes or even just meeting them someday.

 

Beyond the pitch however, there is another dimension that is closer to home. Football clubs are generating huge revenues and investing these in a variety of ways with a huge impact to their local economies. For example, Stoke FC’s revenue was £11 million in the 2007/2008 football season and then Championship promotion boosted the Club’s revenue even more from commercial, match day and broadcast streams. In the 2015/2016 Stoke FC’s total revenues rose to £119 million, making them the 9th in the Premier League. The growth in the Club’s income since joining the Premier League has enabled it to significantly increase its investment in the region and grow the profile of the Club and the city at home and abroad.  Some key regional and social impact statistics for Stoke FC for the 2015/2016 season are shown in Table 1.

 

Table 1: Key Regional Economic and Social Impact of Stoke City FC Statistics (2015/2016 Season)
2,391 international visits
119,000+ domestic tourists
£7 million visitor spending
301 direct Club employees (FTEs)
£1.3 million spent on local community initiatives
£29 million spent on Club supply chains (some local)

 

In addition to the impact highlighted in Table 1, the Club has also expanded its stadium to boost match day attendance and attract more visitors to the region, invested in players from the UK and abroad to extend the reach of its fan base to other areas of the globe, invested around £4million into its academy providing local young people with opportunities to develop their football careers at the Club, and invested in the Community Trust to work with the wider community to target individuals who want to get back into education, employment or generally improve their health or mental well-being.

 

Not only does success on the pitch attract visitors to the region who spend on travel, accommodation and food and drink, there is the indirect effect from the supply chain and the induced impact from increased employee spending. Analysis from Ernst & Young LLP shows that Stoke City FC generated a total Gross Value Added contribution of 132 million to the region during the 2015/2016 season. £108 million was directly contributed via the club and its tourism, a further £13 million was generated via indirect effects in local supply chains and £10 million was generated via induced effects. This activity also attracts businesses to locate their operations within the area.

Staffordshire University students and staff with Tony Scholes (CEO of Stoke FC)

 

Granted that a lot of the players might not live in the region, the activities of Stoke City FC resulted in an estimated £66million total liability to the Exchequer in 2015/2016. The presence of Stoke City FC also supported many FTE jobs in the regional economy during that period. 301 people were directly employed by the club, 853 people were employed by relevant supply chains, 401 people were employed via tourism to watch Stoke FC, and a further 682 were employed because of induced effects.

 

Beyond these, the Club supports a variety of initiatives to improve the lives of individuals and communities, working with a number of stakeholders including schools, local government and wider supporting organisations (e.g. the premier league). Community activities are delivered by Stoke City FC’s Community Trust (SCCT) which was founded in 1989 and became a registered charity in 2004. Ernst & Young LLP estimate that around 10,900 people have participated in community and charitable programmes in 2015/2016. 119,600 day trips were organised and 304 people have gained at least one qualification as a result of the Clubs initiatives. During the period under review, 10,246 hours of volunteering community work was done with the result of £8.7 million savings for the local community on physical wellbeing and £2.9 million savings on mental well being from increased physical activity.

 

With these key statistics, it is not hard to cheer for our local team. The sporting and commercial success of the Club in recent years, which includes breaking their transfer record twice in the 2015/2016 season, has allowed Stoke FC to further embed itself as a key member of our local economy. We at Staffordshire University will continue to cheer for the club. You should do the same too 😊😊😊!!!

 

If the X is positive integer – how much should a new IPhone cost?

by Dr Andras Kenez

Several sites reported that Apple use different pricing for its different markets. While the US customers can get the new phone from $999 (£740), the UK prices starts from £999 ($1349). The new X costs only £754 in Japan, £813 in Hong Kong, £952 in China, but the customers in some countries pay even more than in the UK: it is £1027 in France, £1044 in Italy. The most expensive is Hungary with its £1073 price tag: it is cheaper to book a round trip flight to NY and pick up your new phone on your travels.

This difference in the final price is coming from the difference level of consumption taxes (VAT) mostly. The standard rate of VAT is 20% in the UK, 22% in Italy, 25% in Denmark and Sweden and world record 27% in Hungary. Some countries also have other taxes in the final price – therefore up to 25% of the price we pay will directly go to the exchequer of the country. The US prices are exclusive of sales taxes, which vary state-by-state (from 0% in Delaware to 7.25% in California). Without the taxes European prices would be about the same – around £830.

But this is still £90 more than in the US – why? The answer is the foreign exchange rates and channel distribution costs. The higher amount is the price of the exchange risk. Apple is not just calculating the Sterling (Euro etc.) cost of the product, because this value can change due to the changes in currency exchange rates. The stronger the dollar, the less Apple gets for the same price in Pounds (Euros). To avoid this risk, they must build in a buffer to the price against the exchange rate risks – otherwise they would have to amend the retail prices day by day.

Channel distribution costs means the costs of the logistics, all the costs of doing business in the country and the costs of transferring the money from an international market.

Apple Iphone Iphone X Technology Cell Phone

Apple Iphone X Technology Cell Phone

There is also a strategic element in pricing: they ask more here because they can. Companies want to maximise their profit, therefore the final price is not just a calculation of the costs. It is not just Apple – many tech companies ask more for their services in the UK from Amazon to Netflix, and the market verifies their pricing.

After explaining the difference between the prices worldwide, let’s take a look to the price itself. What is behind the $999 (£740)?

The retailers margin is also included in the price. When selling Apple products, resellers’ margin is lower than 10%, some estimate it to be 3-5% in case of the IPhones. Though some products have 40-70% margin, Apple have a pretty good bargaining power when we talk about IPhones. Do not expect price discounts from retailers.

Even if we calculate with 10%, it means that £666,  remains for Apple. Based on the previous financial reports of the company, the production costs less than a third of the phone’s price, while the profit rate is around 40%. It means that the production costs (processor, memory, touchscreen, sensors, cameras, battery, packaging and production) is around £222, the other costs (marketing, research and development, logistics, licences, software) is around £178, and profit of Apple is £266.

Could it be cheaper?

First, this is a strategic decision to keep the prices high. It is positioning: Apple price their products higher than their competition to create a so called perceived value. They want to express their exclusiveness and superior quality in the price. It differentiates the product: a meaningful difference that helps consumers justify spending more. Higher prices mean status and helps control the demand. This brand is not for everyone. You should feel the price.

And customers also pay the price premium for the brand. Customers values the quality, the credibility, the innovation, the social responsibility – and willing to pay for it. Brands can burnish the buyer’s reputation, increase confidence, and can form communities based on the attachment to a product. To build a strong brand is expensive – therefore you can see this not just in the profit rate but also in the marketing costs. So, no, I am afraid it could not be cheaper.

And why is it £999? The 99 ending is psychological pricing: the perception of the customers is different if they see the 9s at the end of the price. It creates the illusion that the phone is cheaper than it really is.

 

Sources: Apple, European Commission, Telegraph, Quora, Guardian, CNN, Business Insider, Digital Trends

Business School accounts on twitter

Main School accounts

Business School @BusinessStaffs several staff and students have access to this account, the main users are Prof Jon Fairburn and Angela Lawrence. Ranked No 1 by Edurank for Business Schools

Tourism and Events – @tourismsu Prof Jon Fairburn and students

Management Team

Dr Peter Jones @pgwjones_dr Dean and ‘selfie king’

Rachel Gowers @rggowers   Associate Dean Recruitment and e-sports

Alison Maguire @AMAG45   Head of Department- Accounting, Finance and Economics

Dr Vish  Maheshwari @DrVish_M Head of Business, Management and Marketing

Academics

Tony Bickley – @tonybickley    Accounting  and #parlez-vous digital

Prof Rune By @Prof_RuneTBy Organisational Behaviour & Change Leadership

Isabel Clarke @theisabelclarke Events management

Dr Nurdilek Dalziel @NurdilekDalziel Digital marketing

Paul Dobson @PaulDobsonuk Digital marketing, entrepreneurship, SMEs, social enterprises

Dr Jana Fiserova @DrJanaFiserova Economics, DBA and European partnerships

Dr Andy Hanks @ajhanks_dr  HRM, CIPD, trade unions

Dr Andy Hirst @AndyHirst1956 International Business, Supply Chain Management, Risk Mgt Project Mgt, Strategy and Leadership

Dr Mehtap Hisarciklilar @MHisarciklilar  Economics, PhD enquiries

Dr John Hudson @brucie_rooster  Employee well being

Dr Andras Kenez @Andras_Kenez  Marketing

Angela Lawrence @IteroAnge  Apprenticeships and marketing

Dr Tolu Olarewaju @ToluOlarewaju Economics

Karl McCormack –  @KMcCormackSU Accounting

Bharati Singh @BharatiCSingh Strategy and banking

Carol Southall @cdesouthall  Tourism and Events Management

Hazel Squires – @HazelSquire Under-graduate Business Management Award Leader, Small Business Charter and Silverworkers project

Mark Wordley @markwordleyUK Accounting and finance, work placements and SMEs

Courses

MSc Digital Marketing Management  @MScDigStaffs

Projects

EU project @Silverworkers 

EU project  EUFORIA @XKeuforia

Top tips for improving your blog writing

I’ve been asked a few times over the past few months about tips for writing a blog so I’ve jotted a few notes from my experience of working with various businesses and marketing professional.

1. Know your audience and your market

Even before writing a blog you need to research what key words potential customers and current customers are using. In addition, research what key words competitors are using that is getting them hits to their website and do a gap analysis with your website.

2. Make it Search Engine Optimisation (SEO) friendly but ensure it’s readable

St.Helens, England - January 15th 2012: iPad2 in females hands displaying google search engine page. Google is one of the biggest search engines in the world. iPad2 was launched in March 2011.

I’ve come across a blog recently where it was obvious that the author must have been trying to include key SEO words in their blog with little useful information or thought to the reader. If people are not linking to it, etc it may not be SEO friendly.

3. Make the title of the blog honest!

One of the easiest ways to lose customers is to fail to deliver on a promise, so ensure that the title is an accurate description of your blog.

4. Prioritise your information

Yellow note paper with exclamation mark

Make the main point of your blog the first paragraph they read or they may not understand what your blog is about and why they are reading it.

5. Use graphics and bullet points

Help make your blog readable by including photos, pictures and some structure via headings, subheadings and bullet points. Use original photos, a lot of organisations buy or use stock photos and it can be a big disappointment to readers to come across photos they have seen several times before. Graphics also have the advantage of looking good when you promote your blog eg: via twitter and Facebook.

6. Leave it a day

After writing your blog you might think of other ideas. Editing and grammar checking might be easier after giving it a rest. You can also check your blog before posting it by using tools such as Grammarly or Hemingway apps.
Re-read it, is your blog…interesting or useful?

7. Make it easy to navigate

If you are creating your own blog and have some control, add a top and side navigation bar. Make it easy for readers to go to your favourite blogs that is relevant for a long time (known as evergreen blogs). If you are using WordPress there are lots of themes available free of charge with easy to setup navigation bars, but choose or buy a decent theme.

8. Use white-space

White-space can make a blog easier to read, eg via increasing the line spacing or padding around images.

9. Use a readable font type and size.

12 point might look good on a A4 sheet of paper but 16 point is far more readable on a screen.

10. Has your blog made an impact?

Assuming you have google analytics or equivalent, has your blog increased hits to your website using the right key words? Has it increased backlinks and had positive read comments? If not, it might need editing and checking to make sure it’s SEO friendly, for example, there is an optimum density for key words, more than this density will make it SEO unfriendly.

Good luck with your blog 🙂

Paul Dobson BSc(Hons), DIT, DMS, MSc, MA, MBA, PGCHPE, FHEA, FCMI, MAM