Preparing for the New Normal – How accommodation providers in France are rethinking and adapting their services and what can we learn from this?

Paul Dobson, Senior LEcturer,Staffordshire Business School


It’s been a challenging, confusing and worrying time for most industries during this current Coronavirus Crisis. But the hospitality sector in particular stands to be one of the hardest hit as it struggles to contemplate how it can continue to trade successfully keeping social distancing in mind, coupled with a rapidly shrinking economy.  As part of Staffordshire Business School’s support to organisations I’ve been supporting the local and international hospitality sector and as the French businesses are ahead of us in coming out of lockdown I’ve noted some points to help prepare UK organisations.

After 2 months enduring some of the strictest lockdown controls in Europe, France is slowly opening up its economy and society. And the vast, hugely varied accommodation sector, which historically welcomes visitors across the world, is undergoing a rapid and radical revolution to ensure it can continue to attract customers in these unprecedented times.

The newly forced need to keep distance and natural sense of personal safety has fallen well into the hands of some of the self-catering sector. Private homes and villas, especially those that can offer generous outside space as well as little or no contact with others, have seen a huge demand since the 11th of May when the French Prime Minister officially declared that travel up to 100km was now permitted. The public, who have been largely “imprisoned” with massively limited scope to be outside their own homes since the middle of March inevitably have an overwhelming desire for a change of scenery. However, this is not a universal permission and policy, and restricted zones still exist across France, and indeed many local governments, even in the less-infected “green regions” are enforcing the continuation of heavy trading restrictions and forced closures of accommodation providers. But where these rules do not apply, the flood gates have opened and demand, all from customers within the 100km radius, has been significant. Also worthy of note is that the average length of stay has seen a dramatic increase for this time of year.

That’s not to say that this is return to normal times for these accommodation owners. French hospitality organisations have had a massive increase in questions about sanitation, personal responsibility and uniform industry standards on cleanliness and contact that the UK accommodation businesses will need to be prepared for when lockdown restrictions are relaxed. As of today, these restrictions haven’t been totally clarified in France, and only “best practice” guides from local tourism authorities exist online. Some of the leading booking platforms and websites for this sub sector are advising “safety gaps” between customers of, for example, 24 hours to allow any surfaces to become less likely to cross contaminate in the future. What is apparent from discussions with French hospitality businesses is that there is an increased desire for customers to have  “direct online contact” with the service rather than through  online booking platforms.  This could be a welcome shift in attitude as this not only allows peace of mind for the customer, but also less commissions for the business owner to pay to the booking platforms which have come under much public criticism and scrutiny of late because of their high charges. One of the French businesses I’ve talked to has had an 800% increase in Facebook messages, their analytics has shown an increase in both mobile and desktop visitors to their website and the number of emails has increased by over 200% compared to last year.

The B&B (Chambres d’hote) and Hotel sector have reported an uphill challenge. With a mix of different guests under their roofs, all with potentially varying attitudes to respecting the new government guidelines, this poses a significant threat to their short- and medium-term existence. However, those that can offer genuine space, especially outside, have a clear advantage over those that cannot. Going from one restrictive box to another isn’t likely to be a great draw for the new discerning needs of the Covid-19 era traveller.  Forced confinement has brought about a new desire to be out and about in nature, and burn off all those excessive calories consumed since March.

But with the high season fast approaching during which these businesses would traditionally run at maximum occupancy, the reality is that these organisations will be forced to not only give “buffers” in between guests checking out and the next ones checking in, but also run at a lower occupancy to ensure that interaction between different customers is minimized. Therefore “Making Hay whilst the sun shines” will this year inevitably bring about a lower yield, and reduce the vital cashflow which sustains many of these businesses during the quieter months. 

An example of changes implemented is the hotelier Tim Bell and Ingrid Boyer in the Auvergne region of Central France. Tim has developed their website to include a link to their Covid-19 guidance on their home page (see https://chabanettes.com/). This is updated on a regular basis and outlines their commitment to client’s safety.  He implements rapid alterations to its usual offerings and has created the foundations for business continuity and customer confidence.  He has also set up a Facebook forum for like minded accommodation owners in Europe seeking support and advice. Tim collates industry data, statistics and best practice ideas from all over the accommodation sector and share his opinions and advice with the group.

The sector in which he operates is having to rethink more radically about its traditional services to ensure competitivity and customer confidence. This ranges from the provision of catering which is leaning initially more towards a “Room Service” culture to a complete overhaul of the check-in/check-out customer touch points, looking to technology and globally recognised physical safety barriers to reduce risk of viral spread. For an industry which relies heavily on close, personal contact for their reputation and overall experience, keeping a balance between customer satisfaction and safety is proving challenging, but not impossible. Clients now expect a more sterile and distanced world, with supermarkets leading the way in some innovation and rethinking of the customer journey that the hotels are learning from, such as one-way corridors.

Until the world is safely vaccinated against the virus, the accommodation industry will have to adapt quickly and radically to guidelines, legislation and customer fears. History has told us that businesses that do this will have the best chance of survival, and those that don’t not only fear a downturn in business, but also a very visible online reputation for ignoring what is now the number one priority for the 2020 traveller – Safety.

Chatting with chatbots

Keair Bailey, Msc Digital MArketing Management


Chatbots are the cost-effective way for a business to stay engaged with their customer 24/7, this blog will discuss why businesses should be including them in their next marketing implementation.

On a very simple level, a bot is just a bit of software that can carry out pre-determined actions on its own without being actively controlled. This is discussed in further detail by Neil Patel who describes it as a “wind up toy”, you build it to carry out what you want it to, you wind it up, and then you let it perform the action it was designed for.

The Customer comes first

The first advantage that a business will notice when introducing chatbots to their marketing is the speed in which the bots reply to customer support messages. This is extremely important as its very common for customers to get very frustrated when made to wait for a human over the phone on through a chat. There is no way to accommodate enough human customer support workers for every customer with a query which results in long wait times. TheModernFirm did a study on customers who have had to call in order to reach customer support, these numbers were found:

  • “67% of customers hang up out of frustration when they can’t reach a real person.
  • 75% of customers think that it takes too long to reach a human being.
  • 72% of callers who reach an automated/recorded phone line will hang up.”

These problems will result in lower customer loyalty and eventually a loss of profits.

Implementation of a chatbot would eradicate these problems, A chatbots response is immediate and a customer can have their query solved in a matter of seconds. Customers are also more likely to reach out for support if they see a ‘Live Chat’ button.

More information

Businesses today put a lot of emphasis on knowing everything about their customer, this is normally done through primary research. Information such as what a customer is buying is available as a company can just look at sales statistics, however, products that a customer is choosing not to buy is harder to work out as there are far more variables involved. The best way to gain this information is straight from the customers their selves, this is made possible by the mighty chatbot. Email doesn’t result in as accurate information due to the back and forth nature, a live chat allows the customer to reply naturally which leads to more accurate information.

Modern Evolution

LearningHub stats show that Chatbots will power 85% of customer service by 2020 and by 2022, chatbots will help businesses save over $8 billion per annum. If these stats stay true, which information is leaning towards, companies who HAVEN’T introduced chatbots into their marketing strategy will be left behind. Customers will simply stop doing business with company’s that require extra steps to get what they want. Together with the cost efficiency of the chatbot, It makes less and less sense to continue to pay a human to do an AI’s job. Speaking of humans, its very common for somebody working customer support to make a ‘human’ error, this could be something as simple as interpreting the meaning of a question slightly wrong which can lead to frustration or a loss of sales from the customer.

They’re taking our jobs!

While the AI in a chatbot can usually accommodate for most requests from a customer, it’s very easy for a chatbot to get stuck if a customer’s query is slightly different to its base algorithms that its been taught. Also, as a chatbot learns from the responses it receives from a customer, it can sometimes make the wrong decision internally due not being able to actually choose which decision it wants to make, it is just following the code. An example of this is a Microsoft chatbot used on Twitter being taught racist and misogynistic responses by customers in less than 24 hours, to avoid this, the chatbot must be optimised properly.

Conclusion

There is an endless supply of advantages when it comes to assessing chatbots, they can save your company money and time, improve your customer relations and customer loyalty and ultimately create a better brand image. Although, an influx of AI and bots makes the whole customer service process very impersonal and cold as suggested by Neil Patel. Neil also suggests that chatbots should most definitely be used in their marketing strategies but the businesses should also be careful as to not “water down” their marketing.

“All good things in moderation”.

How social media helps small businesses to grow

Lucy Harvey, BA (hons) Marketing Management student


Are you struggling to get your small business a strong following on social media platforms?

Small businesses are often mistaken for believing that social media marketing doesn’t need to be implemented for their company as they already have a loyal, communal following that are aware of who and what they stand for. However, this mindset is limiting the possible audience in and around the local area who aren’t aware of your business, but require your services, which your competitors could easily steal just by being on social media.

A successful social media campaign will include the following steps, in order to see a growth in traffic and overall sales:

  1. Create a marketing strategy plan and a set of smart objectives
  2. Research your audience, current trends and market place
  3. Post engaging content to social media platforms, such as Facebook, Instagram and Twitter, such as competitions, stories, images, videos and polls
  4. Create a relevant hashtag for your audience to share with their friends and family to establish brand identity
  5. Introduce a reward system – this incentive offers rewards to customers after each visit to eventually receive a free product/service will show an increase of returning and loyal customers. An example of this is Starbucks, offering their audience stars to collect to redeem a free drink.
  6. Engage with your audience regularly to build a strong relationship

Using Google Analytics; your small business can then measure what parts of their social media advertising is working and where they are generating traffic from. This could be an opportunity to be more specific in your advertising, and if it is generating interest from people not in the area, you could consider expanding your business globally if there’s a desire for your product/services elsewhere. Expanding your business will therefore increase revenue which you can then be implemented back into your social media campaigns, to continue to grow your brands reputation positively.

Recent changes in the Google’s algorithm can affect your page ranking and sales

Paul Dobson, Senior Lecturer at Staffordshire Business School


According to a number of reports Google has implemented a substantial search engine algorithm update in January, plus a number of smaller ones in February 2020 … But what does this mean for businesses?

The Google search engine uses a combination of algorithms and numerous ranking signals to deliver webpages ranked by relevance on its search engine results pages (SERPs) and we’ve seen these changes have a direct impact on the Google Analytics results and effectiveness of the customer journey to gain sales for businesses. An example of this, is the page ranking has changed to be more themed based.  However, there are ways for businesses to enable their website to be high up in the SERP. These include :-

1.  Snippets Dominate More Search Clicks

Google has changed over recent years with the aim to deliver better search results for the reader, examples include providing the answers through featured Snippets which appear above the organic results. For example, I’ve search “how to walk in snow”

For your website to take advantage of this, you need to provide clear answers to commonly asked questions in your website area of interest. These featured Snippets are evaluated and boosted to the top depending on their quality, with the results that 54.68% of clicks from Google come from featured Snippets. There are various ways to create featured snippet at the top of the page but the key ways include :-

  • Create something better than the current Answer Card / Provide updated information, and Google will prioritise this ‘Freshness’
  • Take the most frequent People Also Asked questions, listed in the Google search, and create content to match*
  • Focus on the most frequently asked types of questions: “How”, “Is” and “Why”

2. Keywords no longer work

Trying to pack key words into landing pages is no longer effective.  Google is using more natural language and wants to independently rank websites and use them as quality data sources.  Your website needs to be written as a natural language rather than trying to pack key words at the top, and consider the long key words that readers may use to find your website.  In addition, you need to consider your website as an overall themed area rather than a mixture of items or topics, for example if you’re selling car parts do not include information blogs on other areas such as toys, or if you do include other areas setup robot.txt and sitemap.xml so that Google does not to index them and get confused. 

3. Mobile User Experience (UX) affects your ranking and Sales.

On some of the websites that we use for student demonstrations of Customer Experience, (CX) User Experience (UX) and Google Analytics (for example https://aubergedechabanettes.com/ ) we can see up to 80% of the hits to the websites are from smart-mobiles in some weeks. A website that is not mobile compatible will lose customers especially as mobile access is a growing trend. How people find information using their mobile devices is also getting more advanced, so your website must be easy to read, grab people’s attention and then can answer their questions or keep them entertained.   If you own a business based at a property such as a Hotel, Restaurant, Bar and Beauty Salon, local SEO is vitally important. Studies show that 4 in 5 consumers conduct local searches on search engines using their mobile devices. Google now allows customers, at a click of a button, to navigate to you, call you or even book directly. 

4. Websites Optimize for Voice Search such and Alexa and OK Google

With the growing use of mobile devices and home devices, voice searches are becoming an increasing trend. These searches are not only done on phones, but they can also be performed on home voice assistants such as the Amazon Echo, Samsung Smart TV, Voice Pod, etc.

Questions asked via voice instead of entering search queries are going to make short choppy keywords less relevant and therefore search terms have become more conversational and targeted. This increasing use of voice searches has already had an impact of Google’s algorithms and Artificial Intelligence systems since the search engine needs to do more work to get the relevant information that the user is looking for.

5. Artificial Intelligence (AI) is the way forward.

Artificial intelligence (AI) is an important technology behind Google to deliver better search results to its users to create personalized experiences for consumers.  The AI has been learning the characteristics of what makes websites of high quality or not, then classifies these web pages and determines their rankings.  Therefore, high-quality content is essential for effective SEO strategies. Users want content that is relevant, helpful, and timely, so Google tends to place websites with consistently themed high-quality content with higher search engine rankings.

If you’d like to know more about becoming an expert in using data driven strategies to lead businesses to success including how to use data to analyse, design and test elaborate customer experience systems in the customer journey to optimise growth, plus learning to work in development environments for Fitbit, Alexa and Google home and mobile devices/smartwatches/ smart home devices as well developing using cloud computing, have a look at our MSc in Customer and Data Analytics.


Author :-

Paul Dobson is a Senior Lecturer at Staffordshire Business School in Digital and Strategic Marketing. He is actively involved in supporting local and EU charities and businesses especially hospitality businesses such as hotels and restaurants. Further details can be seen at https://www.linkedin.com/in/paulmddobson/

Ultimate Google Ads Guide for SME’s: 3 steps to increase return on Ads spend

Eerik Beeton, MSc Digital Marketing Management student


Return on Advertising Spend
Increase return on Ads spend with these 3 steps!

There are a few reasons why your Google Ads might not work as well for your business as it seems to work for your competitors. Make sure you follow these three steps and you’re guaranteed to be more productive with your Google Ads.

Many businesses have struggled to make most out of their digital marketing efforts and have employed strategies where they use an external marketing agency to handle paid digital marketing. I’m here to suggest that outsourcing Pay Per Click and Cost Per Mille (PPC/CPM) is not sensible anymore in the 2020’s. Why would you pay someone else to do what you can do yourself?

To prove this to you, the next three steps in this blog will bring to your attention some issues around outsourcing your Google Ads and how to do it yourself to both save money and increase the effectiveness of your paid ads!

1. Exploit automation, lose that agency and save up to half of the cost

Historically, making your ads has been time-consuming and has required a lot of technical input from marketers to stay in top of the game. Year 2019 was the year of automation, this also changed how PPC works. Now your PPC can be automated with budget diversification and smart audience targeting, making the use of an agency inferior. I’m listing more handy tools throughout this blog so keep reading!

If you buy click-based advertising services (Google Ads, Facebook, Instagram, Twitter), a service provider will usually charge a 10-20% of the ad spend and a minimum monthly fee for their work. If your competitor advertises their services in-house for £300 per month and you outsource this service, then your advertising spend on Google AdWords is £150-200. This gives your competitor 30-50% higher advertising budget and an advantage.

As the average return on advertising pounds spend on google is 1 pound spent, 2 earned, you’re most likely giving your profits away using  a marketing agency.

2. Optimise and save up to 69% on your Ads

Understanding you Ad quality score can help you to create better campaigns and improve your digital marketing as a whole.

Poorly optimised Google Ads are a costly mistake, not only are they more expensive but they won’t get your business the leads they are after.  Once you get your Ads optimised, your Ad spend can be decreased by 69%.

Maybe the most important part of your Google Ads optimisation is that they need to be eligible for Google auctions. This means that your ads need to focus on a few strange terms like Quality Score, Maximum Bid and Ad rank. Ad rank is influenced by the maximum cost-per-click (CPC) you choose for your ad and your ad’s Quality Score. In the following, I will explain how you can create the best quality score for your ads.

To improve the quality score of your ads, focus on the following 4 strategies

  • Use keyword planning to increase relevance of your adds by making ad groups based on keywords
  • Optimise your ads for higher Click-through-Rate (CTR) by using focus keywords and Google Ads extensions, like call to actions and contact options.
  • Improve the quality of your landing page. This can be achieved by (re)targeting your ad and landing pages using long-tailed keywords or by using Dynamic advertising.
  • Be patient! Google’s algorithms will take more than a few days to improve the quality score of your Ads and being patient is the key to measure the improvements.

If reading pages of descriptions is not for you, I’ve also included a 4-minute video clip on the strategies for your convenience.

3. Set tracking and retarget customers to get 3x more leads

Retargeting Ads are 76% more likely to be clicked on than regular Display Ads. Therefore, building accurate conversion tracking is important for improving the results of your advertising. This is important as it will show how the customer actually behaved on the site.

Often, micro-conversions, such as referral browsing, shopping cart additions,, are ignored in tracking. However, they are essential metrics that tell about the quality of traffic and enable accurate re-marketing to visitors who completed a specific activity. This can also be used to track the performance of your paid advertising and to make changes accordingly. See the short video below on how to set you tracking!

The importance of setting conversion actions to help your customer tracking is essential; if you’re not sure how to do this here’s a link to a Google Ads article that explains it step by step.

Lastly, understanding the whole customer journey and to assess all the steps is important. By setting tracking and using retargeting can feed into 3 times more leads for your campaigns.

Future-proof your Google Ads revenue

Google has focused heavily on machine learning and keeps finessing the technology in order to deliver helpful and frictionless customer experience. There have been some setbacks in the technology and most of the features are not fully functioning for the SME’s, but this said: – The year 2020 will be the year to look out for improvements in:

Next big things in the early 2020’s

Google has focused heavily on machine learning and keeps finessing the technology in order to deliver helpful and frictionless customer experience. There has been some setbacks in the technology and most of the features are not fully functioning for the SME’s but this said: – The year 2020 will be the year to look out for improvements in:

The power of branding #racetowin 2019

Prof. Vish maheshwari, Associate dean and professor of marketing


It is that time of the year again when festivities are in full swing for the imminent arrival of Christmas. There is a special feeling around mostly ‘merry’ but with a touch of somewhat uncertainty about few other developments that I would like to avoid discussing on this occasion!!

However, concentrating on the interesting #racetowin approach from most retailers to acquire as much customer interest, awareness and conviction (in the form of business), it is fascinating to see and experience how power of branding and varied marketing communication strategy is put in action.

From emotion to cognition, symbolic to functional and logical, social to societal aspects, but all with a touch of empathy, being crafted by retailers to connect with their customers at the time of this wonderful festive season. Below are some of the examples to understand application and delivery of brand essence through impactful storytelling:

McDonalds’ Christmas advert portrays close bond between Archie the imaginative reindeer and a young girl called Ellie, displaying the love and togetherness for families.

(Image: McDonald’s)

As usual much awaited each year, John Lewis (and Waitrose) advert this time aims at combining the sense of joy, love, compassion, excitement and friendship between a little girl Ava and a young dragon called Edgar.

(Image: John Lewis & Partners/PA)

Whereas, Boots have focused its advert around practicalities and struggle to find the right gift for your loved ones and is part of its wider festive campaign ‘Gift Like You Get Them’. This is alongside the launch of its new and creative approach through developing various personas to find perfect gifts using curated edits online called Boots ‘Boutique’ covering both offline and online platforms.

On the other hand, the online retailer Very.co.uk has focused its Christmas campaign around important aspect of community spirit promoting a powerful message of social responsibility and sharing the joyfulness of festivities by ‘act of giving’ and collectiveness.


Finally, it’s the return of Amazon’s singing boxes again for third year in a row but with a better emotional touch where the delivery of Christmas gifts through these boxes claim to play an important part in bringing smiles for your loved ones and create wonderful festive memories.

The examples above demonstrates that the concept of delivering brand essence and identity through meaningful interactions. Using relevant messages helps in connecting with customers through different attributes across all channels of integrated marketing communication. It also develops a recognisable brand image for recollection and reconnection with a positive impact and assured conviction during ‘selection/choice making’ stage as part of buying behaviour process. It reinforces the power of brand and branding that goes beyond mere physical and experiential attributes of a product or service.

To end – it is important to assert what philosopher Stephen King once stated that ‘products can be quickly outdated but a successful brand is timeless’


#GEW2019

About Global Entreprenuership Week:

From the 18-24November, Global Entrepreneurship Week inspires people everywhere through local, national and global activities designed to help them explore their potential as self-starters and innovators. These activities, from large-scale competitions and events to intimate networking gatherings, connect participants to potential collaborators, mentors and even investors—introducing them to new possibilities and exciting opportunities…Continue reading

Learn more about Global Entreprenuership Week 2019 by visiting: https://www.genglobal.org/united-kingdom

#GEW2019

What makes an entrepreneur?

June Dennis, Dean of Staffordshire Business School


We’ve been celebrating Global Enterprise Week at Staffordshire Business School this week and have welcomed some fantastic guest speakers.  What’s been very evident is that there is no one reason or way to start your own business – each guest speaker has had a uniquely individual journey and experience. In some instances, they have fallen into self-employment, in others, it was a well thought through and planned decision to do so.

So what makes a successful entrepreneur?

There are so many lists out there that can offer you the top 3 or 7 or 20 traits you must have to be a successful entrepreneur.  This is my list based on what our guest speakers shared this week!

Passion & determination – if you are to succeed, you need to be passionate about your business proposition.  What’s the point of setting up a business in something you don’t like or believe in?  However, passion alone will not be enough.  It really does help if you love what you do, but you need to be prepared for setbacks.  I can promise you that things won’t go as smoothly as you hoped. There will be times when you question whether you did the right thing.  That’s when you need to be resilient and, as they say, ‘keep calm and carry on’.

Strong work ethic & self starter – when you work for yourself, it’s very easy to have a lie-in when you don’t feel like working without realising that time is your most precious commodity.  Even when you don’t feel it, you have to push yourself to make that phonecall, finish the report or knock on the door.  You need to be disciplined.  One friend, when he didn’t have any work, used to go to the cinema or meet friends for a coffee.  Another friend would purposely post leaflets around the neighbourhood to promote his business.  Can you guess which one was most successful?

…but also a good finisher – basically, you won’t get paid until you finish the job.  And, you need to finish the job in good time.  So don’t procrastinate.  Sometimes, ‘good enough’ is better than not getting the job done in time. You won’t get repeat business if you don’t deliver on time.


Creativity – you don’t necessarily have to have a new-to-the-world invention or be able to design amazing advertising campaigns, but you do need to be a good problem solver and find ways around problems that come your way.  That’s being creative! 


Keep an eye out for opportunities – Be a purposeful networker.  You don’t have to be an extravert to develop a supportive network and you never know what’s around the corner!  Nearly every contract I received resulted in further business, either from the same organisation or as a result of them passing my details on to a third party.  For example, as a result of writing Mintel reports, I was contacted by the chief executive at the time asking if I could act as an expert witness in a court case.  The timing wasn’t great and I had to juggle domestic commitments and workload but saying yes to this one phone call provided me with the opportunity to be one of a handful of special marketing experts – and it paid well!

Know your worth – friends may ask for freebies or big discounts sometimes with the promise that you’ll get lots of publicity.  If they value you, they will pay for your services or goods.  Occasionally, they may be able to offer you something in kind, such as your first review or office space.  I got a free hair cut from my hairdresser when we spent the time it took to cut my hair discussing how he could improve his pricing policy.  It was win-win and neither of us took the other person’s services for granted. As an expert witness, I realised no one queried how much I was charging, so I increased my fees by £50-£75/day for each new quote.  I never got turned down….

And finally,

Be prepared to learn – constantly!   If you weren’t successful in getting a contract – find out why.  If you made a mistake, learn from it.  Get feedback whenever you can and look at ways to develop new skills.

Digital Entrepreneurship – A Game Changer

Professor Fang Zhao, Staffordshire Business School


Digital revolution is in its full swing now. Digital technologies become pervasive and ubiquitous, disrupting and reshaping business models and processes. According to the estimation of McKinsey Global Institute (2017), by 2030, 75 million to 375 million workers, about 3 to 14 percent of the global workforce will have to change their job categories thanks to digital disruption. Digital technologies have also created and grown the gig (or sharing) economy and generated new entrepreneurial opportunities and new types of entrepreneurship called digital entrepreneurship. The forecast is that digital entrepreneurship may add $1.36 trillion to the future world top ten economies and could generate 10 million additional jobs by 2020 (Nanterne 2014).

What is digital entrepreneurship?

Based on our team’s research, digital entrepreneurship is a distinctive concept signifying a strategic mindset and transformation, through which entrepreneurs and entrepreneurial organisations pursue business opportunities and create new and transformative services/products, processes, digital ecosystems, markets, business models, and ventures involving digital technologies.

What are the opportunities for businesses and organizations?

There are many opportunities that digital technologies can give rise to, in terms of the growth of digital entrepreneurship. In short, they present three key opportunities: connectivity, scalability and speed. Social media, one aspect of digital technologies, plays a key role in connectivity through network relations which may lead to co-creation and co-ownership. Digital connections are the veins of new venture creation linking creative people and focusing minds and actions on making something people want. On the other hand, the scalability and fast speed allow start-ups to scale up and down quickly and extend their reach across borders and time zones. 

What are the key challenges?

However, the low barrier to use digital platforms increases competitions and minimizes the chances of distinguishing one’s products/services from its rivals. There are also intellectual property issues, cyber security, data protection, to name a few. Digital entrepreneurs need to learn fast to upgrade their capability and skills. New learning becomes a continuous part of venture and business capability development. Knowledge bytes are a daily venture building feature as learning and working become integrated and fused in the digital entrepreneur’s world. Last but not the least, technology is just a tool, just a conduit, just a pathway, the goal is the business. The ultimate objectives that you use technologies for your business count the most. 


For further discussion on the topic area, please contact Professor Fang Zhao, Associate Dean – Research and Enterprise in Staffordshire Business School, Staffordshire University at fang.zhao@staffs.ac.uk.


#GEW2019

About Global Entreprenuership Week:

From the 18-24November, Global Entrepreneurship Week inspires people everywhere through local, national and global activities designed to help them explore their potential as self-starters and innovators. These activities, from large-scale competitions and events to intimate networking gatherings, connect participants to potential collaborators, mentors and even investors—introducing them to new possibilities and exciting opportunities…Continue reading

Learn more about Global Entreprenuership Week 2019 by visiting: https://www.genglobal.org/united-kingdom

#GEW2019

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