Global Entrepreneurship Week at Staffordshire Business School #GEW2019

#GEW2019

ALL WELCOME

Monday 18th Nov 2-4pm LT111/113 Julia Roberts

Professional skills for the self- employed Communications and Events Professional

Julia will start with a small talk on how her career developed and then will follow this with some workshop activity.

Tuesday 19th Nov 10.00 – 11.00 LT 02 Ashley Emily Whitehead

Building brand identity: the case study of Simply Great Britain

Tuesday 19th Nov 1.00-2.00 R101 Science Centre Emily Whitehead

Building brand identity: the case study of Simply Great Britain

Tuesday 19th Nov 1.30 – 1.50pm Flaxman Film Theatre Dr Tolu Olarewaju

“The Hult Prize is both the world’s largest student enterprise competition and the  world’s largest movement for social impact. Students from universities around the globe compete to win $1,000,000 in start-up funding to start a business that solves a pressing social issue. This year’s business challenge concerns climate change and is our chance to show the world that our institution is dedicated to Impact. Come and find out how to compete this year and the benefits of engaging with students from every part of our planet.”

http://www.hultprizeat.com/staffordshireuni

Friday 22nd Nov 10.00 – 12.00 S205 Mellor (IT lab) Jonathan Westlake

10.00 – 11.00 Good online tools for digital marketers

11.00 – 12.00 Good online tools for entrepreneurs and the self employed

These are practical workshops come early to ensure you get a seat.A

Speakers profile

Julia Roberts is a communications consultant with over twenty two years of professional work experience within Creative Communications and Marketing including Digital Media, Public Relations and Event Management.

Julia is also the founder and creative director of the Ginger and Spice Festival The Ginger and Spice Festival was crowned champions of British Food Fortnight Competition 2017 and was selected as regional finalists at the Rural Business Awards in both 2018/2019 and 2019/2020.

Her business Rocket Communications and Events Ltd was shortlisted as a regional finalist in the Rural Business Awards 2019/2020.

Julia Roberts - Entrepreneur in Residence

Emily Whitehead

Emily Whitehead Ltd provides highly experienced training, coaching, consultancy & speaking, delivering to a wide range of businesses and organisations. Specialising principally in marketing & communication strategy, leadership & management, business structure, environmental planning & management, this work is carried out for both private clients and within funded projects (most recently ERDF projects in Staffordshire & Leicestershire). Other projects have included work with Staffordshire CC, Stafford BC, Staffordshire Chambers of Commerce, Staffordshire University Business School , Keele Sustainability Hub, UKCPA, WiREUK & National Forest.

Operating under Emily Whitehead Ltd, Simply Great Britain has a mission to change how Britain views small, micro business one story at a time. Working within a membership community model, Simply Great Britain celebrates, supports & connects its members both online and in person.

Jonathan Westlake

Jonathan is an IT specialist. Exposure over the years to a wide variety of business contexts ranging from small firms to large organisations.  He has extensive experience of business techniques and transformation technology used by business. He was also instrumental in setting up Wavemaker Stoke and also runs his own small business. He is also vice-chair and secretary of the British Computer Society North Staffs branch.

Digital Marketing Tools That Will Help You Understand Customer’s Journey

 Adjaou Mohamed Adesola, MSc Digital Marketing Management


As technology evolves, the digital marketing bar is being raised higher for more transcendent usability and intuitive user interaction. For such, accuracy, speed and ease are the punch that will keep your clients loyal for the long haul. According to Gartner, consumer experience is the practice of designing for and reacting to their interactions to meet and exceed their expectations in order to increase consumer satisfaction, advocacy, and loyalty.

Highlighted below are some of the digital marketing tools that will give you competitive advantage.


Website Analytics tools

User-centered design is the first checkpoint you put your customers through. According to Brilliance, 75% of stores losses sales due to cart abandonment. So, how do you avoid cart abandonment? By having an intuitive navigation. Website navigation is like a table of content. The navigation should be organized, easy and grouped. Having complex and lengthy navigation creates confusion with your end users. For instance,

Imagine being at a new airport with 3 terminals and 6 floors and several concourses, you need to reach terminal 4A in under 10 minutes. How will you reach the gate without proper sign boards? A website without proper navigation is like an airport without proper signs. Your users will get frustrated and take off, hence leading to high bounce rate. How can you solve this issue? Create a website with a uniform design style, color scheme, and typography. Besides, include navigation tools within your website.

UX design involves creating something that users love, while analytics help designers/businesses understand what the elusive thing is. Analytics provides businesses with a measurable benchmark. There are four types of analytics.

  • Predictive analytics: Used to test scenarios and make suggestions.
  • Prescriptive analytics: Check on new trends and determine the optimal patterns.
  • Diagnostic analytics: Tracks and reveal trends over time.
  • Descriptive analytics: Indicates how many and how often.

Today, web analytics tools can perform all the above. If combined with research, measurement, and analysis, then business can create and maintain businesses that meet clients’ needs. You can achieve this using the following tools.

  1. Kissmetrics

Kissmetrics offers analytics that helps businesses increase their conversion rates and track visitors. Besides, it helps to identifying barriers to conversions. Thanks to the use of Engage feature. Engage uses behavior based data to display notifications to site visitors. Using Kissmetrics, marketers can specifically set the following behavior based actions: Lightbox, dynamic content modal, announcements, bumpers, and notifications. Marketers can design triggers that prompt these actions for instances, when a customer is idle for a certain period on the website, he/she is prompted to take some action like signup for newsletter or display related products that they may be interested in. This helps reduce bounce rate, and thus leading to high ranking. The tool is pricy and not affordable to SMEs, besides being a good tool.

Image Source: CMS Wire


Social Media Digital Marketing Tools

According to the Wall Street Journal, an average American spends 37 minutes daily on social media. Thus, every business should leverage on their marketing using the following platforms.

 

  • Twitter Native Platform

Currently, twitter has 326 million users. Do you want to get more out of Twitter and aren’t sure where to start? Creating an engaging and impactful strategy can make the difference. Firstly, you need to find your own voice. As a business, establish a well-defined brand strategy by creating fresh and original content that reflect your core business values. Besides, try and resonate with your audience in a positive way.

Planning and organization are key to great marketing. One of the best ways to get much out of Twitter is to join chats. There are chats for almost every topic. The key success to twitter chats is to be an active participant by following people, replying to their messages and keeping the relationship going even after the chat has ended. If there is no chat that relates to your brand, consider starting your own.

Although planning ahead is always great, the best tweets are created on the go. Ensure you capitalize on the trending topic and world events. However, as a caution, never use a tragedy as a branding opportunity. As a rule of thumb, don’t use one-sided marketing. Your Twitter marketing strategy should be a mix of organic tweets @replies, and Twitter Ads. Nonetheless, maintaining a Twitter account requires certain level of commitment and training. Besides, you must be weary of parody accounts, which can negatively affect your business. In 2019, businesses should watch the status updates to encourage conversation between its users.

 

  • Facebook Power Editor

 

Specifically designed to run hyper-specific advertising campaigns. The tool often issues new targeting and budget-friendly features for all users. In order to get more out of Facebook Power Editor, you must understand Ad basics. Use of catchy headlines, engaging images and strong Call to Action dictates how well your ad will perform.

Image Source: Neil Patel

The catchy headline, and strong call to action makes the above ad more appealing to the target audience. Currently, Facebook Power Editor is only available on Google Chrome, thus, users of other browsers are not privy to using this powerful tool. Currently, Facebook is testing CTAs to be used on stories create on pages. This something to watch in 2019.


Conclusion

Customer experience requires a health check. One of the ingredients to this challenging task is knowing the ins and outs of your customers’ behaviour. In digital marketing, communicating with your consumers and anticipating their needs and problems even before they arise is what you need. Getting the right tool to address customer experience is what will give you a competitive advantage since the war will not be won on product features or price page.

 

Twitter: @AdjaouMohamed 

LinkedIn: https://t.co/rAg1jZKEzi

 

How to Speed up your WordPress Website

Xinyu Zhang, MSc Digital Marketing Management student


Plugins can often help us implement some specific functions so that people who don’t understand the code can also add features to the website, thus avoiding re-development. WordPress, as a mainstream content management system with many themes and plugins, makes its extensibility to the fullest extent. Currently, many famous blogs, news media, music sites, Fortune 500 companies and celebrities are using WordPress, such as favourite blogs like TechCrunch and BBC America on WordPress. How do you get the best performance out of your WordPress and let it fully demonstrate the benefits of your content in modern web pages centring on speed, search engine optimisation and user experience? This blog will introduce some new plugins.

Ready to work

After we use WordPress to build a website, as the website develops more and more visits, we often encounter unsatisfactory opening speeds in the foreground and background, and even exhaustion of memory. Aside from the speed of the network, there is still a way to improve performance from the WordPress. Since WordPress only allocates 64M of memory by default, we have to modify this default parameter; otherwise, it is easy to cause an error: “fatal error, allowed memory size of xxxxx bytes exhausted”.
First, you need to open the WordPress WP including a directory to find the file of default-constants.php.

The first is to increase the memory limit for running WordPress and the second chart is to raise the memory limit obtained by the background supporter. This grade is more appropriate for modern server’s hosting services.
It is modified and saved.
Restart the server to see the effect.

Add AMP functionality to WordPress

Recent changes with Google search techniques will make Accelerated Mobile Pages (AMP) increasingly important (Dopson, 2018). AMP is Google’s Accelerated Mobile Pages.

As the name suggests, it is to speed up the loading of the mobile web to enhance the experience.

From the official statistics, the webpage average speed has increased by 4 times after use it. At the same time, it is Google’s AMP Project advocating a solution for speeding up mobile networks. WordPress provides full support for AMP pages. You only need to download two plugins and enable them to add an AMP version to your WordPress website.

Even if it is a free version, you can get quite a bit of structured content, including site names, individual text tag translations, logos, GTM, GA, structured data, etc.

You can also add a cache for WordPress

Having a slow-loading site is a serious problem because it can be catastrophic to your bounce rate. As is well known, if websites are not loaded quickly and reliably, they are more likely to leave the site. 47% of Internet users want to load in the site within 2 seconds. It is worth mentioning that a delay of one second can lead to a 7% reduction in conversions.

WordPress occupies a massive amount of CPU resources. Generating a normal page often involves dozens of SQL queries and second-level runtimes. Hence, dynamic page statics for WordPress is the best choice for optimising performance.

This is Autoptimize critical. Such a plugin not only combines various scattered JavaScript and CSS in the page but also optimises the order of loading locations, which can significantly reduce the number of HTTP requests and the problem of repeatedly rendering pages. Meanwhile, this plugin will generate some custom JS and CSS files.

Optimise WordPress images

Website image optimisation has always been a significant content. Compressing images can not only make the website faster but also improve SEO optimisation. Therefore, I recommend a WordPress image optimisation for the friends of WordPress website. Plugin ShortPixel is a full-featured image optimisation plug-in based on image compression, which provides a very comprehensive image optimisation option, including:

  • Image Compression
  • Picture cropping
  • Picture adjustment
  • Image backup recovery
  • PDF compression

All the work can be handed over to ShortPixel, and it will do the job for you in the background supporter.

Automatically add related articles

To help a website improve its Google ranking, “visitor stay” can be extended by highlighting additional topics the readers might be interested in (Dobson, 2018).

The addition of related articles has allowed some users to stay longer on the website. Some topics cannot be clearly explained in an article, and readers are able to understand it through related articles better. I recommend Related Posts for WordPress. This plugin works best, which can go to the other articles cited and then recommend according to the label and classification.

According to the reports, the number of Internet users using search engines has steadily increased, so that search engine optimisation becomes more important than ever. Yoast is known as the best SEO plugin because of its various powerful features: Internal link suggestion, Redirect manager Keyword report, XML site map, content and page analysis tools. As a simple and easy-to-use SEO plugin, Yoast SEO can provide webpage snapshots for search engine optimisation, evaluation of page readability, content length, alt attributes, keyword, title tags, meta descriptions, outbound links and URLs, etc. Furthermore, the basic optimisation elements can be easily done with Yoast SEO.

The Yoast plugin, like an advanced version of the plugin, offers a freemium model. However, most users still prefer to use the free version. There are a lot of advertisements and sales information on the free version. Although it does not affect the use, seeing it for a long time is still annoying. I will provide a plug-in for advertising to use or hide the back-end advertising content of SEO Bloat hidden Yoast free SEO plugin.

 

LinkedIn: Zhang Xinyu 

5 top tips to be successful on social media

Andrew Rizvi, MSc Digital Marketing Management Student


Planning

When mapping out a plan for social media it is always best to start with the goals you want to achieve for business standpoint and how you plan to implement them.

Using SMART for goal setting can be a successful foundation for social media marketing if followed correctly:

  • Goals must nail down exactly what is expected of the initiative. Also simply being just more active on social media is one of the quickest ways to burn valuable time unnecessary. That’s why it’s crucial to ask ‘why’ your business is on social media.
  • Measurable – Being able to definitively answer “yes, we hit the goal” or “we missed the goal by 20%” is a good goal standard. Key Metrics, Goals or OKRs that you would like to accomplish broken down into days, weeks, months, and the year.
  • Attainable – Out of reach goals are demoralizing and frustrating. Having to stretch to hit a goal is productive, but don’t go overboard with expectations.
  • Relevant – A social media-marketing goal needs to tie in to marketing’s overall goal. Is it to build an audience? Increase website traffic? Strengthen branding?
  • Timely – Dates and times keep companies accountable to their goals. Staying on track may at times be impossible, so be able to acclimatise to change is also important

Engaging with customers rather than just promoting

Social media is becoming more and more like a customer service platform. A tricky part of this is that the better you get the more difficult engagement becomes. The other side of this is that customers are more often than not the best source of inspiration, as they will often be asking the questions ‘why’ don’t you do this. Useful tools to find out what’s working on social media are Twitter List, Google Keyword Planner and Facebook Pages to Watch or even simply creating a community site. This allows a company to then evaluate and remarket itself in the future by using metrics from former campaigns.

Engaging with your target audience by using free or low-cost brands, such as Buffer Reply or TweetDeck. This allows for a more interactive service that can help with providing insight to customers as well as the business. For example, everyone person on Twitter has 100 friends that follow them, and those 100 friends have 100 friends that follow them. Even if only 5% of the total friends share the content, that’s still a massive number of shares and impressions. Crafting content unique to each platform is critical and is why planning is so important to keep a constant stream of customer engagement for marketing purposes.

Boost organic content to a targeted audience

Unless you would have a big team overseeing your social media with the ability to invest a lot of time, you can end up wasting a lot of money on paid advertising. Organic social media posting is the perfect testing ground for paid ads and boosted posts. In other words, you’re using organic reach to determine what posts you should put money behind and use this as an opportunity in disguise. And therefore, being able to use A/B testing can help use company resources wisely regardless of the size of it.

That opportunity is paid social media advertising. Even if you only have £5 to spend on boosting a Facebook post or promoting a Tweet, it will effectively get that content in front of hundreds of potential customers. That is why looking out for posts with high engagement but low reach as a good barometer for potential success and is something that should be checked regularly by using analytics, to ensure that the content will be maximising its possible target audience.

Using a combination of Facebook Audience Insights and Twitter Audience Insights to learn about your audience and create personas. Once you have an idea of who they are, use those insights to create highly targeted ads that will resonate with users.


Measuring Your Results

A clear and fundamental part of this is holding up the results against the goals you set at the beginning to compare. This gives a clear indication as to what is working and what is not. The main providers of gaining this information can be found using tools such as Sprout Social, Google Analytics, Iconosquare and Snaplytics to make sure that resources are being spent wisely and how they can be better placed elsewhere if not.

  • Followers. Total up the number of new followers each social media platform received, and compare this number to the goal set. This can be achieved using analytics tools such as Sprout Social to measure the success.
  • Likes/shares/comments. Measure the amount of engagement the audience has with the posts. Note which type of content gets the biggest responses for future strategies.
  • Leads. Ultimately, successful social media marketing increases the number of qualified leads for the company. This is the metric that tells you the most about your efforts. Therefore can give the biggest indictor as to where it was a success and where it can be improved.


Create an Editorial Calendar

Last but least, an important way of keeping on track of everything and staying ahead of the game is to have a ‘content schedule’. If there’s a common thread between the biggest brands on social, it’s that they post on a consistent basis.

Chances are that when doing it, juggling multiple social channels and trying to tick as many boxes as possible is incredibly challenging. This is why having a content calendar can make the process much easier by:

  • Allowing you to fine-tune each post for each platform without having to jump between sites.
  • Timing posts to maximize engagement, keeping you from having to constantly post in real-time.

Taking the time to make a schedule does double duty of keeping your social media presence organised while also maximising your contents’ reach. This inevitably helps a company reach its potential, whilst being able to continuously funnel information to a specific target market.

 

 

 

Unflitered: The Truth about Influencer Marketing

Leah Mahon, MSc Digital Marketing Management student


Influencer Marketing (IM) is the latest marketing trend to take the digital plethora by storm – one like and re-post at a time. According to Influencer Marketing Hub, IM combines the use of old and new marketing strategies, and turning it into modernised content fuelled marketing campaigns through collaborations between brands and “influencers” who set up their own social media pages and create their followings.

For businesses – big and small – it is worth getting to the know the person behind the filter before letting them influence which directions your business goes down. Here are a few things to keep in mind…

The Federal Trade Commission (FTC) Guidelines came into full force after numerous followers of popular YouTube and Instagram accounts were collaborating with brands and not making aware that they were receiving a profit in return from their content. To ensure transparency among the audience you’re trying to reach through your Influencer, clarifying that a simple #ad or #sponsorship can save them and your business some major thumbs down.

Beauty Vlogger Zoella

Clear communication is key between your business and the influencer you choose to work with. Popular beauty vlogger, Zoella, faced backlash from her fans and their parents last year after her collaboration with Boots and her 12-day advent calendar, containing a bauble and cookie cutter, saw it priced at £50.00 – putting her good girl next door image a risk. She stated, however, that the final cost of the product was not her decision, and given the many loopholes it takes for a product to make it on shelves whom has the final say is usually obvious. However, businesses need to remember that every detail from the price to the packaging will affect the message sending out to their new audience in some way – and ultimately both parties pay the price.

Oprah’s contradictory Tweet

The Influencer has to believe in the brand and the product or service it is promoting. Microsoft collaborated with world-wide influencer, Oprah Winfrey to endorse their new Microsoft Surface tablet. Social Media Today describes how Oprah sought out Twitter to promote the new technology – only to do so via her iPad, one of the product’s direct competitors. Despite her global influence, not even she could increase sales if her influence doesn’t even believe in the product itself. It’s important for businesses not to collaborate just for the number of likes and followers, but what the Influencer believes in too. Right down to what tech they like to send their Tweets and DMs off.

At the heart of this new industry trend is authenticity amongst the audience that follows. In a time when filtered photos begin to look just like that, picking an Influencer that is transparent with their following from the start and for you to harness their honesty well, can be the deciding factor for a like or dislike.

The Future of Facebook Marketing

Ben Hocking, MSc digital marketing management student


Facebook is going to be one of the main places to focus your social media marketing for the foreseeable future. But will you be marketing in the right place? For a while now, the news feed has been the place to be to engage with consumers, using display ads and chatbots. However, these methods had varying success due to them being easily overlooked and being a nuisance  when posted too frequently. In response to this, 2018 saw an update to Facebook’s algorithm in order to reduce the amount of fake news and improve the reputation of the platform. As always, with the changing of Facebook algorithms comes a change in marketing culture within the platform. In an environment that has ever increasing scrutiny on user content by employers and relationships, users are experiencing a shift from news feed-based engagement to an increasing popularity of private messaging and stories.

With Facebook messenger becoming increasingly popular with 1.3 billion users a month, a huge new market is presenting itself. Thanks to copying of the original innovation by Snapchat and the subsequent success of stories on Instagram, stories (short videos and images that appear temporarily on a user’s social media) are becoming the next big thing in social media, with users clearly finding more comfort in the creating limited time content that can be forgotten about much easier than a public post on social media. Social media platforms are predominantly buying in to having stories on their platform, even with private messaging groups such as WhatsApp making the transition. Always attempting to be remain the leader of social media platforms, Facebook have clearly thrown their metaphorical hat into the ring and transitioning Facebook into a more story-oriented experience, and in typical Facebook fashion, making it bigger and better. These improvements are much needed for Facebook, as when it comes down to private messaging, it still lags behind WhatsApp by hundreds of millions of users.

One of the main changes to Stories is how the platform now uses the story cards (a collection of images taken from the stories of other users that provide a link to their complete story). Bigger cards, easier access and constant reminders: Facebook is clearly showing its cards on how it wants users to engage, and we can understand why. By using stories to market to users, pages can post as often as they like without filling up the news feed of their followers and risking being branded a as “nuisance” content. From a marketing perspective, this allows advertisers to place ads in the middle of a stream of content more seamlessly than before interruptive. Even if you scroll past the initial set of stories, there is no escaping them. After every few posts on the news feed there is another opportunity to engage with stories, this time Facebook even doubles down with the amount you can choose from on your screen.

Interestingly, Facebook is clearly playing the media platform game and winning. On mobile, stories are king, but switch to desktop like over 30% of users, and we are greeted with the same old Facebook we know and love. Other than stories being available along the right-hand side when you first open your news feed, their presence is very limited, showing that the ease of image-based content curation that mobile provides has been accounted for when transitioning, as well as accommodating desktop users in the changes. (Need to find data for older audience not engaging in stories).

So, you’re probably asking yourself why the predominance of stories is so important in shaping the future of marketing. Well, by using stories you can combine all your posts into one convenient little package to, believe it or not, tell a story about your product. Stories let your content be consistently viewed in the order you decide you want it to, allowing you to engage your audience with the correct posts without the risk of them missing the good bits. They also allow you to get the users invested in your content before presenting them with your long-form marketing through the stories themselves and the ability to swipe and tap to take them from Facebook to your website effortlessly, and the best bit- they already know they want to go there, reducing bounce rates and encouraging good quality engagement with your content. Another amazing feature of Facebook stories is the integration between the Facebook platform and the messenger app, with stories appearing seamlessly between the two platforms as is typical for Facebook messenger. This will allow advertisers to target any users from either platform with meaningful content.

The final trick up the marketer’s sleeve with Facebook stories is the ability to embed polls and links within the story itself. Want feedback on a new service? Add an emoji slider and let them show you how happy they are, the possibilities are endless. And this is only the beginning, with the increase of popularity for Facebook stores expected to overtake news feeds as the primary way to share on social media in 2019. With more than double the users of Instagram, Facebook may have been late to the party, but they are soon going to be the life of it.

Getting Personal: 3 Ways to Improve Personalisation in Your Business

Leah Mahon, Student, Staffordshire Business School


Personalisation is starting to get just that little bit more personal.

According to Campaign Monitor, digital personalisation is predicted to see major change from past methods of user-created profiles and preferences, purchases and life stage events. Instead digital customers can expect to see their data used within new machine learning and data science-based features and platforms to create the personal interaction customers crave. Now, in this digital age with marketing spend predicted to improve ROI for businesses across all platforms by 10-30% with the use of personalisation, businesses now are rediscovering the meaning of personalisation and getting to know their customers all over again with these new developments in digital.

  1. The Discovery of Data

The way personalised data can be used now goes far beyond the days of an email address with a customer’s name on it. Now, the meaning of data is beginning to expand as businesses begin to harness important information not just about their customers, but the very the context of the product or service, and how customers align within this. Econsultancy describes the new data outlook for businesses to consider:

The Customer Context: –

Personalistion is about targeting the right message to the right person

  • Location: Geographical status can affect which product/services are relevant, or even accessible.
  • Commuting, working, relaxing: What a person is doing in the moment affects their mindset and therefore the outcome of the purchase.
  • Time of day, day of week: This helps to structure the message being sent out – a “Friday feeling” contrasts greatly from the “Monday blues”.
  • Season: Weather and time of the year can impact buyer behaviour.
  • Customer journey position: What a first-time buyer is offered can contrast greatly with a repetitive buyer.
  • Satisfaction: Negative feedback should determine the tone in the business message to a more humble standpoint, and reconsider the regularity of marketing communications.
  • Demographics: Basic demographics determines who has a need or desire for certain products/services or messaging.

The Product/Service Context: – 

  • Motivation: Whether the motivation behind a purchase is from desire or necessity.
  • Price: Evaluate whether customers can make regular transactions or if it is a one-off.
  • Frequency of purchase: Regular promotion of a product that is only purchased scarcely is misspent effort.
  • How they are used: Whether the product or service is an important aspect of your customer’s live people’s lives as this determines how regularly to market to them.
  • Likelihood of repeat purchase: If an item was bought as a gift the likelihood of another transaction is scarce, however if it’s replenishable marketing to these customers again can prompt a repeat purchase.

The new perspective of data cannot be used solely on its own, however. It rather propels and informs the underpinnings of Behavioural Personas;  understanding the psychology of your customers and utilising the right customer data platforms  inform all aspects of the customer journey stage, customer lifetime value, purchase frequency to satisfaction, marketing engagement and price sensitivity. One business that has embraced this strategy is Netflix. According to Wired, they do not utilise gender specification upon subscription as the traditional demographic outlook has become statias buyer behaviour has become incredibly impulsive. Instead,

they utilise strategies such as A/B testing to lead customers to their preferred genre of television and film on the landing page, right up to whether their customers watch content in later hours often, personalising it to a programme that’s half way watched, or simply shorter in duration to suit them.

 

2. Automated Decision Making

Those all important customer data platforms (CDPs) have advanced significantly in this digital age provide a crucial two-way communication that traditional data management platforms do not offer, because it is only able to personalise customer information as far as a signpost for future messages and offers. While CDP “provides the connective tissue between and among them [customers] to integrate the marketing stack and enable orchestration across the web, mobile, email, social and so forth.” CMS Wired details why advanced CDP is essential in digital marketing:

  • A Single View of the Customer across all channels and devices, and offline touch points, enable a smooth customer journey
  • Persistent Customer Profile data tracks all customer interactions and ad impressions, developing a continuously updated history of individual customers.
  • Cross-Device Stitching eradicates problems associated with third-party cookie data collection, advanced CDP will have the ability to stitch data, which can identify a user across different touch points.
  • Real-Time Decision Making need near real-time data collection and distribution of insight to optimise marketing campaigns and the conversion funnel to re-targeting and supporting call centre work progress.
  • Integration with the Digital Eco-System enables the CDP to expand to more technology as well as first-party data sources on a comprehensive level.
  • Privacy and Data Governance helps to protect customer data, and provides flexible opt-out solutions for customers, while its standards for governing data use makes curtail data leakage near impossible.

A business like Netflix again does this incredibly well with not only offering their customers streaming content, but tailoring it to their preferred genres every time along with some new closely related editions, heightening the personalised experience.

3. Content Distribution

One dimensional content personalisation would have included specific ads dependent upon engagement with content, and visits to certain websites to entice customers. But with the power to offer personalised messages, experiences, services, and products businesses can begin to delve deeper to execute a truly one-to-one experience with their customers. Building upon the findings from the context of a product or service and how this aligns with a customer can be seen within weather based marketing, which is keeping up with relevant trends simultaneously, and prompt browsing and purchases related to the weather. Some elements of content distribution to consider are:

  • purchase history
  • preferences
  • demographics
  • browsing and buying behaviour
  • customer life-cycle

Online clothing store Very evidently utilise the tradition forms of marketing by addressing the customer by name, but these fuel the necessary underpinnings to create a “richer experience with content or information” by relating it the world shaped around the consumer.

As customers demand more than ever for a one-to-one experience, it’s important for businesses to remember the new digital marketing strategies that are changing marketing as we know it, all the while meeting their customers -old and new – all over again.

Marketing for a greater good – health promotion

by Dr Samanthika Gallage

In my day to day life, I always hear people say that marketing is all about selling, it is about creating demand, it is about manipulating consumers by corporations to make profits. Do you think the same? Without a doubt marketing is powerful and it has a strong convincing power. Do you think marketing can use this powerful discipline for a greater good in the society?

In 1952, G. D. Wiebe raised the question “Why can’t you sell brotherhood like you sell soap?”  What do you think? Do you think we can sell brotherhood like we sell soap? Decades ago a few marketers were inspired by this idea and started seeing marketing in a different light and they chose the term SOCIAL MARKETING to define this novel approach. In a nutshell, it is an approach of using marketing principles for a social transformation.  

Kotler et al. (2002, p.394) defined social marketing as “the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon behaviour for the benefit of individuals, groups or society as a whole”. It has gained much attention from scholars and practitioners over the years. Most of the developed and developing countries have benefited from social marketing interventions in addressing problems such as excessive drinking, smoking, obesity, HIV and other diseases. 

There have been various successful social marketing campaigns such as

Change 4 life

These campaigns have marketing tools and techniques to persuade consumers to make healthy choices and thereby to encourage a social transformation. This sub discipline and faces many challenges due to lack of funding, lack of understanding, contextual issues etc. Yet, there is more room for improvement, new knowledge to fight back with these challenges. It has made a good progress over the last 50 years and there are more social marketing researchers (like me) and practitioners out their trying to use this powerful technique for a greater good of the society.

If you are interested in any research collaborations or projects or even a chat about this concept please do not hesitate to contact me. 

Dr Samanthika Gallage  01782 29 4352

 

What is a university for?

Professor Jess Power, Associate Dean – Students


There are several possible interpretations of the fundamental role of a university, however the one that holds close to my values and beliefs is “the university” as an institution for the creation and dissemination of knowledge, creating graduates who have a genuine commitment to making the world a better place and of being significant players in civil society. The western university model has been a remarkable success and is one in which we should have immense pride. Operational freedom within an interactive setting which enables excellence across teaching, research, learning and enterprise opening unlimited opportunities for many. However, in an increasingly complex and uncertain world the role of the university is constantly being questioned. In particular there has been a recent drive for developing “value”, in the form of employable work ready graduates. This may be interpreted as a set of desirable skills and attributes to be embedded within the curriculum or perhaps and more importantly the development of an entrepreneurial mind-set. The ability to think outside the box, to adapt and respond to change in a fast paced environment and more importantly the ability to be able to communicate within and beyond their academic discipline is perceived key to graduates contributing to societal challenges.

In today’s global economy and in society as a whole we are faced with many complex challenges (clean water, ageing population, disaster management, global-warming, sustainable food production, transitioning populations), which require new ways of working. It is widely accepted that innovative and sustainable solutions for many complex global social issues reach far beyond the boundaries of a single academic discipline or methodological approach and as such the practical argument for embedding interdisciplinarity and interdisciplinary collaboration opportunities into the learning experience within universities is strong. Interdisciplinary working is widely accepted to be the new mode of knowledge production, it focuses on building intellectual capacity and is supported by government policy makers and research funding agencies. Many of the most exciting developments cross traditional disciplinary boundaries and therefore have great potential to break through complex societal problems and foster innovation.

The concept of interdisciplinarity within Higher Education is not new: Thompson and Fogel (1921), acknowledged in their publication ‘Higher Education and Social Change’ that all social problems require interdisciplinary skills and knowledge. They expanded on this by stating: “if graduates … are to be societies’ leaders …they need a broad social and historical perspective that is difficult to achieve in one discipline”. Thompson and Forgel’s (1921) paper highlighted specifically the need for Higher Educational institutions to promote interdisciplinarity as a means of developing the essential skills of leadership required to impact on civil society.

So, what is a university for? It is to change mind-set, opening up opportunities to bring together individuals to generate knowledge to solve societal problems for the good of mankind. Thus, the connections we make, the disciplines we cross and the knowledge we form are only part of the picture, it is the transformative impact on people’s life’s that we make that hold the true meaning of the value of a university, which instil the leadership qualities desired to make the world a better place.

 

Thompson, K.W. & Fogel, B.R. (1921). Higher Education and Social Change: Promising Experiments in Developing Countries. Vol 1 Reports. US: Praeger.

www.staffs.ac.uk 

Do Marketers have the right skill set for your business?

Vicky Roberts, Senior Lecturer, Staffordshire Business School


In these uncertain times, with budgets slashed and cost cutting evident, companies may now need to turn to their to their marketers to drive business growth. The Chartered Institute of Marketing (CIM), have identified key challenges facing marketers moving forward, each accentuating how important it is to ensure your marketing team are trained and market ready.

In a digitally driven market place, achieving higher sales through SEO and PPC can demonstrate how digital marketing activity can count towards the bottom line. However, a report by the CIM in May of this year (The Digital Marketing Skills Benchmark) warned business about the failure to stay relevant, engaging with their customers, adding value through their digital offer. Too many companies rely heavily on email marketing, viewing it as a win-win tool in the digital age. With the ramifications of correct data management following GDPR, the danger in pursuing this strategy, founded on weak marketing skills & knowledge, can have a detrimental effect on business performance.

Besides digital skills, junior marketers in the UK often lack the strategic marketing knowledge they need to contribute effectively in meeting & understanding how marketing fits with corporate objectives. Paradoxically, senior marketing managers and directors, can often have scant knowledge of key digital sales drivers like SEO and PPC. In an ever changing market with more demanding customers, solving this paradox becomes even more important. In a recent lecture organised by the CIM in Wolverhampton University, Professor Malcolm McDonald stated that the marketer needs to get back into the boardroom. To do that effectively the marketing team needs to support their board, demonstrating a thorough understanding of key strategic marketing issues, whereas senior marketing managers need to upskill to lead their businesses more effectively.

Here at Staffordshire University we have a rich heritage of marketing education for professionals, spanning decades. Working with our partners, CIM and the Digital Marketing Institute (DMI) we can off a range of career development opportunities for your business. From the CIM Certificate to the CIM Professional Diploma, we cover key skill sets such as a digital focus along with coverage of marketing strategy and consumer behaviour. For those who want an introduction to the new digital marketing language, we offer a DMI course by blended learning. If you want to take your digital marketing knowledge to the next step we have our MSc Digital Marketing Management.
If you need to chat these options through with one of our marketing team, please drop me an email at v.a.roberts@staffs.ac.uk

Alternatively visit us at our Post Graduate Open Evening on Wednesday 28th November 2018, 4pm-7pm

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Postgraduate courses