Ben Hocking, MSc Digital Marketing Management student
Chatbots are one of the key items on the marketer’s utility belt. Riding the coat tails of the increasing popularity of private messaging apps, chatbots are creating a new way to communicate with customers. If used correctly, this technology will allow you to get ahead of the competitors. If used successfully, there are a number of benefits that chatbots can have on your marketing activities:
Chatbots are very strong at this moment in time, due to the targeted engagement with customers that email marketing isn’t able to achieve. This is because Chatbots can be set up on your website or Facebook messenger and don’t get activated until a user is on a relevant page, meaning that there is a good chance any messages from the bot will be relevant and useful. By being in the right place at the right time, chatbots can be more effective than email marketing, with open rates of up to 98%, and a click-through rate up to 12 times higher than through email. In addition to this, the popularity of Chatbots has risen very recently, with Facebook discussions of Chatbots alone increasing by nearly 6x the volume on previous years. This means that you get in on the ground floor of Chatbot usage and use them to gain an edge on slower competition.
You can use chatbots to improve your customer service skills, assisting customers in understanding your services and products, and can provide instant assistance whenever they need it. Not only does this improve your interactions and the customer experience but using chatbots is significantly cheaper than having a dedicated team of staff, especially during out of office hours. The caveat to this is the limited functionality of chatbot technology. While they may be able to change a booking or give information about a product, they won’t be able to deal with that unusual request that a human would be able to resolve immediately. Despite these limitations, the use of chatbots in the first instance with a human assistant on hand for any more complex issues can vastly improve your customer service experience, as well as reducing the demand on human assistants by resolving the majority of issues without the need of human intervention.
The next benefit of using chatbots is how they can improve the customer journey. Through the use of Natural Language Processing (NLP) and machine learning technology, chatbots can take the whole context of the scenario into account and even provide a personal shopping experience for customers visiting your website, as 83% of online shoppers have reported needing help during and online shopping experience. This can range from helping them find the correct item for their needs, to upselling other items and accessories based on the customers shopping habits. Again, this service isn’t perfect. While some consumers may appreciate this level of support, casual shoppers and those who may not have a specific need may just want to experience uninterrupted browsing, and the presence of an intrusive chatbot trying to upsell every time they open the website may be seen as a nuisance, and even go so far as to drive traffic to competitors with better customer experiences. With this in mind, the use of chatbots, when limited to relevant and specific situations, can be an ideal way of improving the customer experience, but care must be taken into the aggressiveness in which they are used within your marketing communications.
Why else use chatbots? Nearly two thirds of smartphone users wont download any new apps in a month. Because of this, rather than expending the time and resources in developing a companion app for your website, you can use chatbots to tap into apps your consumers are already using, such as Facebook messenger, allowing you to take your services to places already inhabited by your target audience. Not only this, all of the data collected by chatbots can be pumped into your analytics, allowing you to gain even more insight into the consumer behaviour and purchasing patterns. You can even take this one step further, using chatbots to collect feedback both pre and post-purchase, collecting opinions with a much higher success rate than through more traditional methods such as email marketing. If we look at the potential success of chatbots used effectively, a simple glance at amazon can show how effective they can be, with the sale of echo units numbering over 30 million units worldwide. While primarily marketed as an assistant, these are in essence chatbots that allow you to seamlessly purchase from amazon without even needing to pick up your phone or turn on your laptop. The potential of chatbots to grow and change is huge, as even now they can do everything from appealing parking tickets to collecting symptoms of illnesses to reduce strain on healthcare call centres, meaning that the scope for innovation with chatbots is not limited to marketing purposes and can be used in any number of ways to assist your business with the right setup.
Having looked at both the benefits and drawbacks of using chatbots in your digital marketing communications, it is clear that despite the potential for issues to arise if the technology is used incorrectly, the ability to reach such a broad audience with automated personal engagement and provide a high level of service and advertisement with very little expenditure is clearly an essential tool in the arsenal of the digital marketer.
understand the code can also add features to the website, thus avoiding re-development. 
(AMP) increasingly important (Dopson, 2018). AMP is Google’s Accelerated Mobile Pages.
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.
g-in based on image compression, which provides a very comprehensive image optimisation option, including:
highlighting additional topics the readers might be interested in (Dobson, 2018).
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.
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.
The bottom line is we do not have time for reading. Our brain and reading habits are adapted to this environment. We can see the world through videos and images, we have experts and politicians to explain us what we see, there is no need for reading anymore. Even the interfaces are different: it is not the same to read on screen than on paper.
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.
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.
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.
‘Conkers’ is a day out at an activity centre in Derbyshire, where a group of new Staffordshire University students spent a day during Welcome Week. The day is used to bring people out of their shell and get them involved with various activities that involve communicating and working as part of a team.
The first part of the day was mainly about the communication within their teams. They had to get a bucket of water through an obstacle course, without losing too much water and not letting it touch the ground.
By the end of all the activities, it was apparent that all who took part gained something positive from their experiences. Team working skills and communication were improved and it also helped with their self-confidence.
for internet access. Therefore, it is a necessity for businesses to make sure their marketing is working as effectively as possible for mobiles. Geolocation is the ability to show where the mobile device, and the user of the device, are located using the built in GPS. The best thing about using geolocation data is that it knows where mobile users are in-real-time. Therefore, it enables businesses to create a tailored and relevant promotion to target these potential customers in a more effective way. For example, it can be used for presenting coupons or adverts to potential customers when they are in the same street. Geolocation can target users in a few different ways. However, the three most common are:-
