Imagine a world where you can shape the choices and behaviours of others? New Book Explains How

Imagine a world where you can shape the choices and behaviours of others, of consumers. A branded bag, a phone, a vaccine, a weapon, a political election. Whatever the product, the action, or the idea.

It’s time to set aside the old mantra of “consumer first.” Instead, let’s embrace the power to influence, to strategically guide the decisions of the end user.

A fundamental transformation is reshaping the discipline of marketing. 

What was once centred on products, brands, and communication has evolved into a system capable of observing, predicting, and shaping human behaviour at scale. 

In Contemporary Marketing, Gaetano Lo Presti presents a rigorous and original framework that captures this transformation and redefines the role of marketing in contemporary society.

The book advances a clear argument. Marketing is no longer limited to identifying needs and facilitating exchange. It has become a structured system of behavioural influence, grounded in data analysis, behavioural science, neuroscience, and artificial intelligence. In this new context, organisations do not simply respond to demand. They actively participate in shaping it.

“Marketing is no longer about selling products,” Lo Presti told That's Business. “It is about understanding how decisions are formed and how they can be guided.”

Drawing on both academic research and professional experience, Contemporary Marketing traces the evolution of the discipline from its historical origins to its current form as a system of behavioural intelligence.

It examines how organisations operate across a range of sectors, including retail, healthcare, pharmaceuticals, aerospace, defence, security, and political communication, where influencing perception and guiding decision-making have become central strategic concerns.

The work challenges the traditional assumption that the consumer is a passive endpoint of market activity. Instead, it presents the consumer as part of a dynamic system in which preferences, perceptions, and behaviours are continuously shaped through designed environments, data-driven insights, and strategic communication.

This shift reflects a broader transformation in economic and social systems. Markets are no longer defined solely by transactions. They are defined by the capacity to influence choices at scale. In this context, marketing becomes one of the primary mechanisms through which organisations manage complexity, reduce uncertainty, and shape outcomes.

More than a conventional marketing text, Contemporary Marketing offers a new conceptual framework for understanding influence in a data-driven and technologically mediated world. It is intended for scholars, professionals, policymakers, and decision-makers seeking to understand how behaviour is analysed, predicted, and shaped in contemporary society.

In Contemporary Marketing, Gaetano Lo Presti presents a rigorous and original redefinition of the discipline, arguing that marketing has evolved far beyond its classical foundations. No longer confined to products, brands, and communication, it has become a system of behavioural intelligence capable of observing, predicting, and shaping human decision-making.

Considered the father of contemporary marketing, Lo Presti develops a comprehensive theoretical framework grounded in data analysis, behavioural science, neuroscience, and artificial intelligence. Through this lens, marketing is understood not simply as a response to demand, but as a strategic mechanism for influencing perception, structuring choice, and directing behaviour in complex environments.

The book traces the evolution of marketing from its early conceptual foundations to its current form as a pervasive and adaptive system of influence. It examines how modern organisations operate across multiple domains, including retail, healthcare, pharmaceuticals, aerospace, defence, security, and political communication, where marketing functions as a tool for managing uncertainty and shaping outcomes.

Bringing together academic depth and practical insight, this work offers a new perspective on how influence is organised in contemporary society. It challenges established assumptions and proposes a shift from the traditional management of exchange to the strategic design of behavioural environments.

Contemporary Marketing is intended for scholars, professionals, policymakers, and decision-makers who seek to understand the forces shaping human behaviour in the twenty-first century.

At its core, the book advances a clear and compelling argument: marketing is no longer a function. It is a system.

The book will be distributed internationally and translated into multiple languages including English, Italian, Spanish, German, French, Portuguese, reflecting its global relevance and its ambition to contribute to the evolution of marketing theory and practice worldwide.

https://www.loprestineural.com

Dux-Soup celebrates 10 years and 300,000 users worldwide

Dux-Soup, the LinkedIn automation and lead generation specialist, is celebrating a significant milestone as it marks its 10th anniversary and passes 300,000 users worldwide.

Since launching in 2015, Dux-Soup has empowered individuals, teams and agencies to automate LinkedIn outreach, nurture leads, and grow sales pipelines more efficiently.

Will van der Sanden, Founder of Dux-Soup told That's Business: “Since launch, my focus has been on delivering the safest, smartest and most secure LinkedIn automation platform while putting customer service at the heart of what we do. 

"I’m proud that we’ve met those goals and have a Trustpilot score of 4.7. I’m excited to keep innovating for the next decade, building the value Dux-Soup delivers to professionals who rely on LinkedIn for lead generation and outreach.”

To mark its 10th anniversary, Dux-Soup is giving back to its community with a series of special licence giveaways over the next 12 months. These include four completely free 12-month licences and twelve discounted licences, each capped at £10 / €10 / $10 per month.

Outstanding customer feedback

With cloud-based and desktop deployment options, Dux-Soup has won deserved praise from a loyal customer base, including long-time customers who credit Dux-Soup with transforming their lead generation results and business growth.

Tyron Giuliani, Founder of Selling Made Social: “Discovering Dux-Soup over eight years ago transformed the scale of my LinkedIn outreach. It’s brought consistency to my innovative client acquisition strategies and tactics, executing them at a level I didn’t think was possible, while keeping my activity & accounts safe on LinkedIn.”

Tracy Enos, CEO of LinkedInAcceleration: “Happy Anniversary! Dux-Soup is the OG of LinkedIn automation software. Thanks to you, I’ve been able to add a lot of zeros to my business. The Dux-Soup team is awesome!”

Ben Pace, CEO Client Matchmaking: “Congratulations to Dux-Soup on your milestone. Your success has fuelled our own. I’ve used every version of the platform, from single-user to Cloud and Agency, and it’s been a driving force behind our growth into a multi-million-dollar agency. Dux-Soup has played a major role in our expansion, our success, and the results we deliver.”

David Adams, Founder of Momentum Solutions: “As a year-one customer, I’ve seen Dux-Soup evolve to meet the needs of professionals driving leads from LinkedIn. I’ve run countless successful campaigns, winning clients across sectors and continents from recruitment to marketing and PR. Just last month, I secured nine new clients using Dux-Soup.”

Demand for LinkedIn automation tools is growing across various industries from recruitment and coaching to technology and professional services, as businesses seek to connect more effectively with their target audiences.

For more details on the licence giveaway, visit www.Dux-Soup.com/10yr

Flipping Property With “No Money Down”: Genuine Opportunity or Online Mirage?

In the age of social media, it seems there’s no shortage of slickly produced videos promising effortless wealth. 

One of the most persistent claims is that you can “flip houses without spending any money.” 

The message is simple: no savings, no mortgage, no problem, just flip your way to financial freedom.

But as with most “too good to be true” business ideas, the reality is far more complicated. 

Here’s what’s really behind those claims, how the concept works, and what entrepreneurs should know before getting involved.

What Is Property Flipping?

Property flipping refers to buying a property, improving it, and reselling it quickly for a profit. It’s a legitimate business model that requires knowledge of the housing market, renovation costs, and timing. Traditional flippers use their own capital or financing to buy, refurbish, and sell properties — a process that can be both profitable and risky.

The modern “no money down” twist turns that on its head. Instead of using your own funds, you’re supposedly able to profit from property deals without ever spending a penny.

So, how does that actually work?

The “No Money Down” Model Explained

The online property gurus pushing this concept are often referring to creative financing strategies — legal, but complex, arrangements where you use other people’s money (OPM) or future value to make a deal.

Here are the main methods typically promoted:

Investor Partnerships

You identify a promising property and bring in an investor to fund the purchase and renovations. In return, you manage the project and split the profits. It can work — but it requires trust, contracts, and clear exit plans.

Lease Options (Rent-to-Buy)

You lease a property with the option to buy later at an agreed price. During the lease, you can sub-let or improve the property to increase its value. It’s perfectly legal but contractually complex, requiring professional legal advice.

Bridging Loans

Short-term, high-interest loans are used to buy and refurbish a property quickly before selling it to repay the loan. While a standard tool in property development, these loans are expensive and risky if your project doesn’t move fast.

Wholesaling (Mostly a US Practice)

You secure a property at a discount, then sell the contract to another investor before completion, taking a fee for arranging the deal. In the UK, this can breach estate agency laws if not done properly.

Is It Legal?

Yes — provided everything is disclosed transparently and contracts are properly drawn up. UK law doesn’t prohibit creative financing. However, it does prohibit misrepresentation and unregulated investment activity.

In short, you can’t:

Pretend you’re a cash buyer when you’re not.

Market property deals to the public if you’re not an FCA-regulated investment firm.

Withhold information about the source of funds or ownership.

Some of the “no money down” trainers online skate dangerously close to these boundaries — and several have faced legal action as a result.

The Business Risks

From an entrepreneurial perspective, the biggest danger is underestimating the complexity of property deals. The “no money down” pitch makes it sound like a shortcut into the property game, but in truth, it’s an advanced strategy that demands strong negotiation, legal, and financial skills.

Common pitfalls include:

High borrowing costs eating into profit margins.

Investor disputes when expectations aren’t aligned.

Legal liabilities if contracts or representations are incorrect.

Reputational damage within the property community.

As a businessperson, your credibility is one of your most valuable assets, and creative financing can quickly erode it if handled recklessly.

Why Entrepreneurs Are Drawn to It

It’s easy to see the appeal. “No money down” property flipping speaks to the entrepreneurial dream: leverage, opportunity, and speed. For some, it’s a genuine stepping stone into the property world — especially for those with strong sales or negotiation skills but limited capital.

The problem is not that the model is illegal or impossible; it’s that it’s misrepresented. Social media tends to skip over the months of legwork, legal paperwork, and the investor networking required to make it viable.

A Smarter, More Sustainable Approach

If you’re serious about entering the property business, there are more transparent and sustainable routes:

Start small — save a deposit and buy a single property to refurbish or rent.

Build relationships with reputable investors and estate agents.

Learn the legal side through property networking events and accredited courses.

Treat property as a business, not a get-rich-quick scheme.

Remember: professional developers succeed because they understand risk management — not because they avoid spending money.

Final Property Thoughts

The concept of flipping property with “no money down” isn’t inherently fraudulent — but the way it’s advertised online often borders on misleading. The deals that do work require hard work, legal expertise, and significant risk tolerance.

For entrepreneurs, the takeaway is simple: if you want to build a sustainable business in property, focus on learning the trade, building partnerships, and managing risk — not on chasing viral shortcuts.

Because in property, as in any business, the only real “no money down” deal is the one someone else profits from.

Get Your Business Ready for Prime Day

Prime Day is one of the biggest retail events of the year, and it’s not just for Amazon itself. 

It's an absolutely golden opportunity for online sellers to boost sales, gain new customers, and increase visibility. 

Whether you're selling on Amazon, Etsy, Shopify, or through your own platform, getting your online shop Prime Day-ready is essential.

Here’s a step-by-step guide to help you prepare your online retail presence and maximise your results.

1. Optimise Your Listings

Make sure all your product listings are in top form:

Use high-quality images (with lifestyle photos where appropriate).

Refine your product titles and descriptions using relevant keywords.

Add detailed specifications and clear pricing.

Make sure listings are accurate and free from errors.

Include positive reviews and ensure any customer questions have been answered.

Tip for Amazon Sellers: Update your backend keywords to target Prime Day-related search terms.

2. Create Irresistible Prime Day Deals

Prepare limited-time offers, bundle deals, or flash sales to attract bargain hunters.

Amazon: Submit your Lightning Deals or coupons well in advance.

Shopify & Etsy: Use app plugins or your admin dashboard to schedule discounts and banner announcements.

Consider site-wide discounts for independent retailers.

Bonus tip: Offer free shipping or express shipping options if possible.

3. Prepare Your Inventory

You don’t want to run out of stock mid-sale.

Review your sales history and forecast demand for popular products.

Ensure your suppliers and logistics are ready for a surge in orders.

For Amazon FBA sellers, send inventory to fulfilment centres early.

If you're selling on Etsy or via your own site, double-check your postage materials and dispatch times.

4. Enhance Your Storefront

Treat Prime Day as a mini relaunch for your brand:

Update your branding and visuals to reflect the promotional spirit.

Add a countdown timer, special banners, or “Prime Day Picks” section.

Create dedicated landing pages for special offers or bestsellers.

This is especially useful on Shopify or custom sites to guide traffic and conversions.

5. Run Targeted Marketing Campaigns

Don’t rely solely on marketplace traffic.

Promote your deals via email newsletters, social media, and PPC ads.

Use phrases like “Limited-Time Prime Day Offers” or “Exclusive Prime Day Savings”.

Partner with influencers or bloggers for wider reach.

For Amazon sellers, Amazon Sponsored Products or Display Ads can give your listings a significant push.

6. Streamline Customer Experience

Make buying easy and enjoyable:

Test your checkout process and mobile responsiveness.

Respond quickly to questions and messages.

Display trust signals like reviews, shipping info, and refund policies clearly.

Consider using chatbots or live chat on your Shopify or custom store.

7. Analyse and Follow Up

After Prime Day ends:

Review your sales data, traffic sources, and ad performance.

Retarget visitors who browsed but didn’t buy.

Send thank you emails and offer follow-up deals to new customers.

Use the data to refine your strategy for Black Friday, Cyber Monday, and the Christmas season.

Last points to ponder

Prime Day isn’t just about competing on price. It’s your chance to attract long-term customers, showcase your brand, and make your mark in a crowded marketplace. With careful planning and smart execution, your online retail presence can flourish well beyond the 48-hour sales window.

How Not to Ruin Your Business with Shoddy Marketing

Marketing is the lifeblood of any business. Done well, it builds awareness, attracts customers, and drives growth. 

Done poorly, it can quietly strangle your brand, drain your budget, and leave your business in a worse position than if you’d done nothing at all.

Here’s how to ensure your marketing efforts elevate your business—instead of sabotaging it.

1. Stop Copying Competitors Blindly

Your competition might seem to have it all figured out—but imitation rarely leads to innovation. What works for one brand won’t always translate to another. Before copying a flashy campaign or mimicking a tone of voice, ask:

Does this align with your brand’s values?

Are your customers looking for the same message?

Can you deliver what you're promising?

Instead of copying, analyse what your audience actually responds to and tailor your efforts accordingly.

2. Avoid Overpromising and Underdelivering

Marketing should generate excitement—but not at the expense of honesty. Overselling your product or making exaggerated claims might win you some quick sales, but it’ll damage your reputation in the long run.

Disappointed customers don’t just quietly disappear—they leave scathing reviews, demand refunds, and tell others not to trust you.

A strong brand is built on consistency and trust. Be bold in your messaging, but always truthful.

3. Don't Ignore Your Target Audience

One-size-fits-all marketing fits no one. If you’re trying to appeal to everyone, you’re likely resonating with no one. Your ideal customer should be at the heart of every campaign.

That means understanding:

Their pain points

How they consume content

What language speaks to them

Where they spend their time (online and offline)

Invest in customer personas, listen to feedback, and constantly refine your message.

4. Stop Thinking Short-Term

Flashy gimmicks and one-off campaigns might boost sales for a day—but they’re not a strategy. Sustainable marketing means thinking long-term: brand building, content that compounds, and systems that grow with your business.

Focus on building:

An email list you own

A content strategy that builds authority

A brand voice that people remember

Short-term wins are great—but they should be stepping stones, not the end goal.

5. Don’t Cut Corners with Content or Design

Shoddy visuals, poorly written copy, and rushed campaigns scream “unprofessional.” In the digital age, your first impression is often your only impression. If your website looks dated, your posts are riddled with typos, or your ads are confusing, potential customers will click away before they even give you a chance.

Invest in quality—whether that’s hiring a freelance designer, using professional templates, or simply taking time to polish your work before going live.

6. Don’t Ignore the Data

Throwing marketing ideas at the wall to “see what sticks” is fine for a brainstorm session—not for your actual strategy. If you’re not tracking performance, you have no idea what’s working, what’s wasting your money, or where you’re missing out.

Use analytics to:

Monitor engagement

Understand conversion rates

Adjust your strategy in real time

Data doesn’t lie—use it to guide your decisions.

7. Stop Treating Marketing as an Afterthought

Marketing isn’t something you tack on once the “real work” is done. It should be part of your planning from the start. When marketing is siloed or treated as a last-minute effort, it becomes reactive, disjointed, and often ineffective.

Make marketing a core part of your business strategy, not a side task you delegate without direction.

Final Thoughts

Bad marketing doesn’t just fail to attract customers—it actively pushes them away. But by staying authentic, understanding your audience, investing in quality, and keeping long-term goals in sight, you can avoid the traps that undo so many small businesses.

Your marketing reflects your brand. Make sure it’s saying the right things.

How Blogging Can Boost Your Business and Improve Your Social Media Presence

I received a reminder from Linkedin this morning. Linkedin told me that I founded my first blogging business 24 years ago. 

Different times, different century and all that!

From blogs being considered as nuisances and not a "real part of the media" they have grown to become a very important part of the media eco-system. Influencers, if you will. From nuisance to influencer? Yes, I'll take that!

However, this timely message from Linkedin set me to thinking that it's time to delve into the wider concept of blogging and why blogging can be a vital component of your business and its need to be seen by current and potential customers. 

In the ever-evolving digital landscape, businesses are constantly seeking ways to stand out, engage with their audience, and foster growth. Blogging has emerged as a powerful tool in this pursuit, offering a versatile and cost-effective strategy to elevate your brand. Here’s how blogging can boost your business and improve your social media presence.

1. Position Yourself as an Authority in Your Industry

Regularly publishing well-researched, insightful blog posts demonstrates your expertise and establishes your business as a thought leader in your field. By addressing common industry challenges, providing solutions, and sharing trends, you build trust with your audience.

When your readers see you as a credible source of information, they are more likely to choose your products or services over competitors.

2. Enhance Your Website’s SEO

Search engines love fresh, relevant, and high-quality content. Blogging provides an opportunity to target specific keywords, answer frequently searched questions, and improve your site’s ranking in search results.

An optimised blog attracts organic traffic, bringing potential customers directly to your website. Over time, this consistent stream of visitors can significantly boost your business’s visibility online.

3. Drive Traffic Through Social Media

A thriving blog and a strong social media presence go hand in hand. Each new blog post gives you valuable content to share across your social media channels, from Instagram stories to LinkedIn articles.

By sharing your blog posts, you create opportunities for your audience to engage, comment, and share, thereby amplifying your reach. High-quality blog content can also be repurposed into infographics, videos, or snippets for social media posts, saving you time and effort in content creation.

4. Foster Customer Engagement

Blogs provide a platform to engage directly with your audience. You can invite readers to leave comments, ask questions, or share their experiences, creating a dialogue that strengthens the relationship between your business and its customers.

Engaging blog content also encourages visitors to spend more time on your website, increasing the likelihood of conversions, whether that’s signing up for a newsletter or making a purchase.

5. Build Brand Personality

Your blog is an excellent way to showcase your brand’s personality and values. Through your writing style, topics, and tone, you can convey what your business stands for and connect with your target audience on a personal level.

Sharing behind-the-scenes stories, customer success stories, or insights into your team can make your brand more relatable and memorable.

6. Strengthen Your Sales Funnel

Blogs are not just about attracting visitors—they can also guide potential customers through your sales funnel. A well-structured blog can address pain points, answer objections, and provide solutions, ultimately leading readers to take action.

For example, a blog post about "How to Choose the Perfect Office Chair" can seamlessly link to your product page, encouraging readers to make a purchase.

7. Boost Credibility Through Guest Blogging and Collaborations

Collaborating with other bloggers or inviting guest posts from industry experts can broaden your reach and enhance your credibility. Perhaps even trusted clients/customers? These partnerships can introduce your brand to new audiences, driving traffic and increasing your social proof.

8. Keep Your Business Relevant

In a competitive market, staying relevant is crucial. Blogging allows you to address current trends, industry news, and timely topics, showing your audience that your business is in tune with their needs and interests.

Blogging is much more than just a content marketing strategy—it’s a powerful tool to connect with your audience, establish your brand, and grow your business. By consistently publishing valuable, engaging content, you not only boost your website’s visibility but also strengthen your social media presence, making your business a trusted name in your industry.

So, if you’ve been considering starting a blog, there’s no better time than now. Put pen to paper—or fingers to keyboard—and watch your business flourish!

The Key to Sustainable Growth: The Importance of Customer Retention

In the bustling landscape of business, especially SMEs, where the quest for growth often takes centre-stage , it's easy to get caught up in the pursuit of acquiring new customers. 

While expanding your customer base is undoubtedly essential, one aspect that is often overlooked but equally crucial is customer retention. In fact, fostering strong relationships with existing customers can be the cornerstone of sustainable growth for any business.

Customer retention refers to the ability of a company to keep its existing customers over a specified period. It involves building loyalty, trust, and satisfaction among your clientele to encourage repeat business. While acquiring new customers can be costly and time-consuming, retaining existing ones can yield numerous benefits that contribute to long-term success.

Stability in Revenue Streams: Retained customers provide a stable foundation for revenue. They are more likely to make repeat purchases, leading to predictable income streams. In contrast, constantly chasing new customers to replace lost ones can result in erratic revenue patterns, making it difficult to plan and invest in the future.

Cost-Effectiveness: Acquiring new customers typically requires substantial marketing and sales expenditures. On the other hand, retaining customers is often more cost-effective. Happy customers are likely to spread positive word-of-mouth referrals, reducing the need for extensive marketing efforts. Additionally, serving existing customers tends to be less resource-intensive as you already have a relationship established.

Increased Customer Lifetime Value (CLV): Customer retention directly impacts the lifetime value of each customer. Loyal customers tend to spend more over time as their trust in your brand grows. By consistently delivering value and exceptional experiences, you can maximize the CLV, thereby boosting overall profitability.

Brand Advocacy and Reputation: Satisfied customers are not just repeat buyers; they can become your most vocal advocates. They are more inclined to leave positive reviews, refer friends and family, and engage with your brand on social media. These actions not only attract new customers but also enhance your brand's reputation and credibility in the marketplace.

Insight for Improvement: Retaining customers provides invaluable feedback for improving products, services, and overall customer experience. Through regular interaction and feedback mechanisms, you can gain insights into customer preferences, pain points, and areas for enhancement. This feedback loop enables you to continuously refine your offerings to better meet customer needs, fostering long-term loyalty.

Competitive Advantage: In today's competitive landscape, where customers have numerous options at their fingertips, superior customer service and retention strategies can set you apart from competitors. Businesses that prioritise customer retention create a barrier to entry for competitors, as loyal customers are less likely to switch brands even in the face of enticing offers.

Resilience in Turbulent Times: During economic downturns or market fluctuations, businesses with a strong base of loyal customers are better equipped to weather the storm. While new customer acquisition may slow during challenging times, existing customers often remain loyal, providing a buffer against revenue decline.

In conclusion, while attracting new customers is undeniably important for growth, the true key to sustainable success lies in fostering lasting relationships with existing customers. By prioritizing customer retention, businesses can enjoy stable revenue streams, lower acquisition costs, increased profitability, and a stronger competitive edge. Investing in strategies to delight and retain customers is not just a prudent business decision; it's a pathway to long-term prosperity and growth.

Navigating the Marketing Maze: Common Errors and How to Avoid Them

In the fast-moving world of marketing, staying ahead of the curve is absolutely vital for success. 

However, even the most seasoned marketers can fall prey to common pitfalls that hinder their efforts. In this blog post, we'll explore some of the most prevalent marketing errors and provide valuable insights on how to steer clear of them.

Neglecting Target Audience Research:

One of the cardinal sins in marketing is overlooking the importance of understanding your target audience. Failing to conduct thorough research can lead to misguided campaigns that miss the mark. To avoid this error, invest time and resources in comprehensive market research. Identify your audience's needs, preferences, and pain points, ensuring your marketing efforts resonate with them.

Inconsistent Branding:

Inconsistency in branding can dilute your message and confuse consumers. Ensure a cohesive brand image across all channels, from social media to traditional advertising. Develop brand guidelines to maintain consistency in visual elements, tone, and messaging. A unified brand presence builds trust and enhances recognition.

Overlooking the Power of Content:

Content is king, and neglecting its importance is a major marketing error. Whether it's blog posts, videos, or social media updates, quality content engages your audience and establishes your expertise. Create content that addresses your audience's needs, provides value, and fosters a connection. Regularly update your content strategy to stay relevant and competitive.

Ignoring Social Media Engagement:

Social media is an invaluable tool for connecting with your audience, yet many businesses make the mistake of merely broadcasting messages rather than engaging in meaningful conversations. Respond promptly to comments and messages, encourage user-generated content, and actively participate in relevant discussions. Social media is a two-way street that can enhance brand loyalty and drive conversions when used effectively.

Marketing videos: 

Over-use of the same stock images and stock video shots that everyone else uses and also backed by the same piece of probably inappropriate music that some video producers use on all of the videos they produce for their different clients can really dilute or even destroy your message. Make sure your video content is on point, fresh, relevant and original. It might be worth considering creating your own marketing videos.

Neglecting Mobile Optimisation:

In an era where mobile usage is ubiquitous, neglecting mobile optimization is a serious marketing error. Ensure that your website, emails, and content are mobile-friendly to provide a seamless experience for users across devices. Google's emphasis on mobile-first indexing makes this optimization crucial for search engine visibility.

Overlooking Analytics:

Failure to track and analyse marketing metrics can hinder your ability to measure success and make informed decisions. Utilize analytics tools to monitor key performance indicators (KPIs) such as website traffic, conversion rates, and social media engagement. Regularly review your analytics to identify trends, assess campaign effectiveness, and adjust strategies accordingly.

Avoiding common marketing errors requires a proactive and strategic approach. By conducting thorough audience research, maintaining consistent branding, prioritizing quality content, engaging effectively on social media, optimizing for mobile, and leveraging analytics, you can navigate the marketing maze with confidence. Keep these insights in mind to enhance the effectiveness of your marketing efforts and stay ahead in the ever-evolving landscape of digital promotion.

BMBI, the barometer of sales to builders and trades, expands to 92% market coverage

The year 2023 is rounding off with a significant relaunch of the Builders Merchant Building Index (BMBI) report, now featuring builders’ merchants sales data to builders and trades people covering 92% of GB national sales, up from just over 80%.

Launched in 2015 as a brand of the Builders Merchants Federation (BMF), BMBI uses data from GfK’s ground-breaking Builders Merchants Panel, The panel captures generalist builders’ merchants’ sales throughout Great Britain to builders and trades people who are directly involved in repairing, maintaining, and improving Britain’s 27.7 million homes. 

The recent addition to the panel of Huws Gray, JT Dove and CMO Stores, mean the data now tracks the sales of 92% of builders’ merchant branches making it the most accurate, comprehensive monitor of market performance available.

The monthly BMBI report is well used by merchants, their larger customers and suppliers and is used by construction generally. It's also caught the attention of companies and organisations outside the construction industry, who want to know what’s happening, what’s important and why. The why is provided by leading brands of building materials, components and software, the BMBI Experts, who make sense of the trends and issues for readers.

The website is regularly visited by economists and advisors, the national media, big banks, big six accountants, management consultants, private equity investors, financial institutions and Government departments. Anyone in fact who needs to know the trends and what's driving the trends in a complicated, fragmented industry.

Across the pond, readership is growing rapidly, and the BMBI website gets regular hits from the US Senate, US State Department, individual senators, and the Bill & Melinda Gates Foundation to name only a few.

“Since its inception in 2014 GfK’s Builders Merchants leaderpanel has become a key market barometer through its usage in the BMBI,” says Emile van der Ryst, Key Account Manager – Trade & DIY at GfK – an NiQ company. “It’s become a reference point for industry leaders, financial institutions, and government organisations.

“After a relaunch of the data in 2020 we're now pleased to announce the latest relaunch, which came into effect with the October 2023 dataset. The key missing market contributor, Huws Gray, is now included for the first time alongside CMO Stores and JT Dove, both well-known market players.

“This is an exciting new chapter for the service which we believe is a crucial and vital step in providing a relevant and important view of the market, especially in these challenging economic conditions.”

Mike Rigby, MD of MRA Research which produces the BMBI report says: “Once you track over 90% of builders’ merchants’ sales of building materials to builders and tradespeople the numbers are, practically speaking, the market itself, not an estimate or approximation of it. That’s a crucial distinction. It’s not like a survey or poll which takes only a small slice of the market, which is intended to represent the market, and then scales it up. However sound your sampling and rigorous your methodology, there’s a world of difference between scaling up from a small sample, and reporting on 92% of actual sales to the market.”

“The relaunch in the October BMBI report,” confirms BMF CEO John Newcomb, “is a significant step forward in establishing reliable statistics across construction. The BMF’s Builders Merchant Building Index (BMBI) is the closest measure there is of Britain’s small builder and trades market, and the best proxy we have to the important residential RMI (Repair, Maintain, and Improve) market.

“BMBI is as accurate a measure of the market as it’s possible to get. That’s one reason we call GfK’s Builders Merchants leaderpanel, ‘gold standard’ data. And it’s why so many decision makers and influencers regularly spend so much time poring over the reports and video debates from the BMBI Experts on www.bmbi.co.uk.”

Elevating Customer Experiences: Strategies for Improving Customer Service

In today's highly competitive business landscape, providing exceptional customer service is no longer just a nicety; it's a necessity. Customers now have a myriad of options at their fingertips, making their loyalty harder to secure. 

To thrive in this environment, businesses must prioritise and continuously refine their customer service strategies. In this blog post, we'll explore effective strategies for improving customer service and enhancing overall customer satisfaction.

Understand Your Customers:

The foundation of exceptional customer service lies in understanding your customers' needs, preferences, and pain points. Conducting regular customer surveys, analysing feedback, and tracking customer behavior can provide valuable insights. By creating detailed customer personas, businesses can tailor their service approach to better meet individual needs.

Invest in Employee Training:

Well-trained and motivated employees are the frontline ambassadors of your brand. Invest in comprehensive training programs to equip your staff with the necessary skills to handle customer inquiries, resolve issues efficiently, and communicate effectively. Foster a customer-centric culture within the organization to ensure that every employee values and prioritises customer satisfaction.

Leverage Technology Wisely:

Technology can be a game-changer in enhancing customer service. Implementing customer relationship management (CRM) systems, chatbots, and artificial intelligence can streamline processes and provide quick responses. However, it's crucial to strike a balance: While technology can automate certain tasks, the human touch remains essential, even vital, for building genuine connections.

Create Seamless Multichannel Experiences:

Customers expect to interact with businesses across various channels seamlessly. Whether it's through social media, email, phone, or in-person, the experience should be consistent. Integrating and synchronising customer data across channels ensures a unified view, allowing businesses to provide personalised and efficient service regardless of the platform.

Prioritise Proactive Communication:

Anticipating and addressing customer needs before they become problems is a hallmark of excellent customer service. Implement proactive communication strategies, such as sending timely updates, providing relevant information, and seeking feedback. By staying ahead of potential issues, businesses can foster trust and loyalty among their customer base.

Establish a Robust Customer Feedback Loop:

Regularly collecting and analyzing customer feedback is essential for continuous improvement. Implement surveys, encourage online reviews, and actively seek input from customers. Use the insights gained to identify areas for improvement and to celebrate successes. A transparent feedback loop demonstrates that you value your customers' opinions and are committed to meeting their expectations.

Empower Customers with Self-Service Options:

Offering self-service options can empower customers and enhance their overall experience. Develop user-friendly FAQs, knowledge bases, and tutorials that enable customers to find solutions to common issues independently. This not only reduces the burden on customer support teams but also provides customers with a sense of control and convenience.

Resolve Issues with Empathy and Accountability:

Mistakes and issues are inevitable, but how they are handled defines the customer experience. Train your team to approach problems with empathy, actively listen to customers, and take ownership of issues. A sincere apology and a commitment to finding a resolution can turn a negative experience into an opportunity to build trust and loyalty.

In a world where customers are more discerning and demanding than ever, businesses must continuously evolve their customer service strategies to stay ahead. By understanding customer needs, investing in employee training, leveraging technology wisely, and maintaining open lines of communication, businesses can create memorable and positive customer experiences that lead to long-term success. 

Remember, exceptional customer service is not just a goal; it's a journey that requires commitment, adaptability, and a genuine passion for customer satisfaction.

(Image courtesy Gerd Altmann from Pixabay)

Navigating Tomorrow: Unveiling the Future of E-commerce Trends

In the ever-evolving landscape of digital commerce, staying ahead of the curve is essential for businesses looking to thrive in the competitive online market. 

As we step into the future, the e-commerce industry is set to undergo significant transformations, driven by technological advancements, shifting consumer behaviors, and emerging market trends. In this blog post, we'll explore the key trends shaping the future of e-commerce.

Augmented Reality (AR) and Virtual Reality (VR) Shopping:

The integration of augmented reality and virtual reality into the e-commerce experience is set to redefine how consumers shop online. AR allows customers to visualise products in their real-world environment before making a purchase, while VR provides immersive virtual shopping experiences. Retailers are likely to leverage these technologies to enhance customer engagement, reduce product returns, and create a more personalized and interactive shopping journey.

Artificial Intelligence (AI) and Machine Learning (ML):

AI and ML are becoming integral components of e-commerce platforms, driving personalized recommendations, chatbots for customer service, and predictive analytics. These technologies analyze vast amounts of data to understand consumer behavior, preferences, and trends, enabling businesses to tailor their offerings and marketing strategies to individual customers.

Voice Commerce:

Voice-activated virtual assistants like Amazon's Alexa and Google Assistant are gaining popularity, paving the way for voice commerce. Consumers can now make purchases, track orders, and interact with e-commerce platforms using voice commands. As voice recognition technology improves, businesses will need to optimize their platforms for voice search and provide seamless voice-enabled shopping experiences.

Sustainability and Ethical Practices:

With increasing awareness of environmental and social issues, consumers are placing greater emphasis on sustainability and ethical practices. E-commerce businesses are expected to prioritize eco-friendly packaging, ethical sourcing, and transparent supply chains. Brands that align with values such as environmental responsibility and ethical production are likely to gain a competitive edge in the future.

Cryptocurrency and Blockchain Technology:

The rise of cryptocurrency and blockchain technology is impacting online transactions and payment systems. Cryptocurrencies like Bitcoin and Ethereum are gaining acceptance as alternative payment methods, offering increased security and lower transaction fees. Additionally, blockchain technology is being used to enhance transparency in supply chains, ensuring the authenticity of products and fostering trust among consumers.

Social Commerce:

Social media platforms are evolving beyond mere marketing channels and becoming direct points of sale. The integration of shopping features on platforms like Instagram and Facebook enables users to discover and purchase products without leaving the app. Social commerce is likely to continue growing, providing businesses with new opportunities to connect with consumers and drive sales.

Subscription-Based Models:

Subscription-based e-commerce models are becoming increasingly popular, offering consumers a convenient and personalized shopping experience. From curated product subscriptions to on-demand services, businesses are exploring creative ways to retain customer loyalty and predict revenue streams.

As the e-commerce landscape continues to transform, businesses must adapt to emerging trends to stay competitive and meet the evolving expectations of consumers. The future of e-commerce is marked by innovation, personalisation, and a commitment to ethical and sustainable practices. By embracing these trends, businesses can not only survive but thrive in the dynamic and exciting world of online commerce.

10 Effective Sales Techniques for Small Businesses

Sales are the lifeblood of any small business. In a competitive market, knowing how to sell your products or services effectively can make or break your company. 

While there's no one-size-fits-all formula for sales success, there are proven techniques that can help small businesses thrive. In this blog post, we'll explore 10 effective sales techniques tailored specifically for small businesses.

Understand Your Target Audience

Before you can sell effectively, you need to know your customers inside and out. Conduct market research to understand their needs, preferences, and pain points. Create detailed buyer personas to tailor your sales approach to their specific wants and needs.

Build Relationships

Small businesses often excel at building personal relationships with customers. Leverage this advantage by providing exceptional customer service and personalised interactions. Make an effort to remember customer names and preferences, which can leave a lasting impression.

Effective Communication

Good communication is at the heart of effective sales. Listen actively to your customers to uncover their needs and concerns. Tailor your pitch and messaging to address these issues. Be concise and clear in your communication, ensuring your customers understand the value you offer.

Value Proposition

Clearly articulate the unique value your product or service provides. Explain how it solves a problem, fulfils a need, or improves their lives. Focus on benefits, not just features.

Upselling and Cross-selling

Maximise your sales by offering complementary products or services that enhance the customer's purchase. Upselling encourages customers to buy a higher-end version of a product, while cross-selling suggests related items. These techniques can boost your average transaction value.

Sales Funnel Optimisation

Develop a well-defined sales funnel that guides customers through the buying process, from awareness to conversion. Monitor the funnel's performance and continually optimise it for better results.

Sales Training

Invest in sales training for your team. Equip them with the knowledge and skills to handle objections, negotiate effectively, and close deals. Regular training and coaching sessions can lead to improved sales performance.

Online Presence

In today's digital age, an online presence is absolutely vital. Ensure your website is user-friendly and mobile-responsive. Use social media and email marketing to stay connected with your audience and generate leads.

Testimonials and Social Proof

Positive reviews and testimonials can build trust with potential customers. Encourage satisfied clients to leave reviews on your website or on third-party platforms. Highlight your successes to boost your credibility.

Follow Up

After the sale, don't forget about your customers. Stay in touch with them, provide exceptional post-sale service, and ask for referrals. Happy customers can become your best advocates.

Sales success is an ongoing process that involves understanding your customers, building relationships, and constantly improving your approach. By implementing these effective sales techniques for small businesses, you can increase revenue, foster customer loyalty, and create a foundation for long-term growth. Remember that the key to successful selling lies in providing value and exceptional service to your customers.

(Image courtesy of Kevin King (Chandana Perera) from Pixabay)

How to Create Compelling Product Descriptions: A Guide for E-Commerce Success

In the world of e-commerce, a compelling product description can be the difference between a sale and a missed opportunity. 

Your product description is like a virtual salesperson, tasked with convincing potential customers that your product is not just worth their money, but also an essential addition to their lives. 

To create product descriptions that truly resonate with your audience and drive conversions, follow these essential guidelines.

Know Your Audience

Understanding your target audience is the first and most crucial step in creating compelling product descriptions. Consider factors such as demographics, preferences, pain points, and motivations. Tailor your language, tone, and content to speak directly to the needs and desires of your potential customers. A product description that resonates with a fashion-forward millennial will differ significantly from one designed for a practical and budget-conscious parent.

Highlight the Benefits

When writing a product description, focus on the benefits your product offers. Explain how it solves a problem, fulfils a desire, or improves the customer's life. Don't just list features; translate them into tangible advantages. For example, if you're selling a smartphone, instead of merely stating, "Quad-core processor," say, "Experience lightning-fast performance for seamless multitasking and gaming."

Use Persuasive Language

Utilize persuasive and compelling language to entice potential buyers. Employ power words that evoke emotion, such as "luxurious," "exclusive," "effortless," or "revolutionary." These words make the reader feel like they're making an extraordinary choice.

Keep It Concise

While it's essential to highlight the benefits, it's equally important to keep your product descriptions concise. In today's fast-paced digital world, most consumers skim through content. Use short paragraphs, bullet points, and subheadings to make it easy for readers to absorb the key information quickly.

Storytelling Matters

People love stories, and incorporating storytelling elements into your product descriptions can be highly effective. Share the origin of the product, its development journey, or a customer success story. Stories create an emotional connection and give your product a unique identity.

Professional Imagery

High-quality images and multimedia content are just as crucial as the text. Include multiple images of the product from various angles, showing it in use or context. A picture truly is worth a thousand words, and it can complement your descriptions effectively.

Address Concerns

Anticipate and address common questions or concerns that potential customers might have. This builds trust and reduces hesitation. For instance, if you're selling a delicate item, discuss its durability or offer a satisfaction guarantee.

SEO Optimisation

Optimize your product descriptions for search engines. Use relevant keywords naturally throughout the content to improve your product's visibility in search results. Research and choose the right keywords that your target audience is likely to use.

Social Proof

Include customer reviews and ratings within your product descriptions. Social proof adds authenticity and credibility, making potential buyers more comfortable with their purchase decision. Encourage satisfied customers to leave reviews to bolster your e-commerce success.

A/B Testing

Don't be afraid to experiment with different product descriptions. Conduct A/B testing to see which versions perform best. Analyse metrics such as click-through rates, conversion rates, and time spent on the product page to refine your approach continuously.

Creating compelling product descriptions is an art and a science. By understanding your audience, focusing on benefits, using persuasive language, and incorporating storytelling, you can create descriptions that captivate and convert. Remember that the e-commerce landscape is dynamic, so stay updated on industry trends and continually refine your product descriptions to drive sales and build brand loyalty.

(Image courtesy of Preis_King from Pixabay)

Effective Marketing Strategies on a Budget

Marketing is the backbone of any successful business or enterprise. However, many small and medium-sized businesses struggle to allocate substantial budgets to marketing efforts. The good news is that effective marketing doesn't have to break the bank. 

In this blog post, we'll explore cost-effective strategies that can help you get the most out of your marketing efforts, even when working with a limited budget.

Know Your Audience

Understanding your target audience is a fundamental aspect of any marketing strategy, regardless of the budget. By knowing your audience's preferences, behaviours, and pain points, you can tailor your marketing efforts to resonate with them more effectively. Conduct market research, surveys, and gather customer feedback to gain insights into what your audience truly wants.

Content Marketing

Content marketing is a cost-effective way to build brand awareness and engage your audience. Create high-quality, informative, and relevant content that addresses your audience's needs. This content can take various forms, such as blog posts, videos, infographics, or podcasts. Make use of free or low-cost tools for content creation and promotion.

Social Media Marketing

Social media platforms offer a cost-effective way to reach a large audience. Create profiles on platforms where your target audience is active, and regularly share engaging content. Use hashtags, join relevant groups, and encourage user-generated content. Social media can be a powerful tool for building brand loyalty and fostering meaningful customer relationships.

Email Marketing

Email marketing remains one of the most cost-effective marketing strategies. Building an email list of interested prospects and customers allows you to directly engage with your audience. Send personalized and relevant content, such as newsletters, promotional offers, or exclusive updates, to keep your audience engaged.

Search Engine Optimization (SEO)

Optimising your website for search engines is essential for improving your online visibility. SEO involves on-page and off-page strategies that help your website rank higher in search results. Focus on keyword research, optimizing your content, and building high-quality backlinks. These efforts can significantly boost organic traffic to your website.

Influencer Marketing

Collaborating with micro-influencers or local influencers in your niche can be a budget-friendly way to reach a larger audience. These individuals often have dedicated followers who trust their recommendations. Consider partnering with influencers who align with your brand values and products.

Referral Marketing

Leverage your existing customer base by implementing referral programmes. Encourage satisfied customers to refer friends and family to your business in exchange for discounts, freebies, or other incentives. This strategy relies on word-of-mouth marketing, which can be highly effective.

Community Engagement

Engage with your local or online community by participating in events, sponsoring local activities, or hosting workshops or webinars related to your industry. Building a strong community presence can create lasting brand awareness and foster a sense of belonging among your customers.

Analyse and Optimise

To make the most of your marketing budget, track and analyse the performance of your strategies regularly. Use web analytics tools to monitor website traffic, click-through rates, and conversion rates. Adjust your marketing efforts based on the data to maximize your return on investment.

Effective marketing doesn't have to be costly and expensive. With a well-defined strategy and a focus on understanding your audience, you can make the most of your limited budget. By combining cost-effective strategies such as content marketing, social media, email marketing, SEO, and community engagement, you can build brand awareness, engage your audience, and drive business growth without overspending. Remember that consistency and adaptation are key to success, regardless of your marketing budget.

RCS – the texting we know and love only even better

In a sea of sameness, sales and marketing campaigns must stand out to win over a mobile savvy generation of decision-makers.

We’ve all been there.

Your phone pings on a Sunday afternoon. It’s a text message from an unknown number telling you about a sale from one of your favourite brands, with a link that you need to click on that you may, or may not trust.

Now imagine that text with clear branding and colourful product images that lets you browse within the same message.

It’s easy to see which message would grab the most attention.

Enter RCS or Rich Communication Services messaging - a messaging format that’s been gaining more ground since Google completed its rollout across carriers and networks back in 2020.

And the statistics bear this out, with nearly 80% of consumers finding RCS appealing, and 74% of us saying RCS would make us more likely to want to communicate with a brand.

According to Chris Gorman, Head of Professional Services at Esendex “RCS is a win for businesses and consumers. For consumers it’s a familiar and secure environment to be in – and there’s no App to download. For businesses it can lead to better engagement and conversions thanks to interactive branding, action buttons, photos, videos, location-sharing and more.

“Android has more than 70% of global market share, so engaging those users with RCS is a really smart move.

“When customers feel that they are being listened to and can contact you quickly and easily on a channel of their choice, they are far more likely to do business with you and recommend you to others.”

https://www.esendex.co.uk

Sales Strategy, Another Corporate Training Program by Appleton Greene & Co

Ms Whitbeck of Appleton Greene

The Industrial Revolution marked the beginning of the modern salesperson. The one that might come to mind is the travelling salesperson, who would often arrive in towns making big promises about their wares and then leave after making several sales and before people realised the lies they had been sold. Of course, there were many more sales people than just this style, and they were selling everything.

Today, buyers are highly savvy, more sensitive to outdated sales tactics that feel too pushy, and more likely to require abundant information and time before making any decisions. Many sales strategies that once worked for salespeople no longer do, or at least not as reliably as in they did past.

Sales strategy is an ever-evolving field, largely because the knowledge and expectations of potential clients are continuously becoming more nuanced. Regardless of the industry, sales is a vitally important department in most every organisation, now more than ever before. 

As such, it's necessary for sales professionals to understand today’s successful sales strategies, know their own product or service inside and out, and have a helpful attitude toward nurturing client relationships.

In an effective sales team, professionals must ask themselves important questions: How do you deliver value? How do you focus outreach to people who will be receptive? How do you follow up with finesse? How do you nurture opportunities? How do you handle a client ghosting you? Asking these questions will allow a sales team to think more expansively about their sales strategy to find the best path forward. However, often the best path involves refining sales strategy and evolving training.

For any industry to continue to thrive, it is imperative regular training is allotted. In 2023, sales strategy training is a must. Surprisingly few salespeople receive sales strategy training to any extent, and that is hurting many organisations. 

Not only is sales a rapidly changing field, it's one that requires a growth mindset of its professionals. One must have technical knowledge as well as interpersonal relationship skills, and they must be aware of new and emerging trends.

Going forward, quality sales strategy training will only grow in importance. Continuous sales strategy training is what elevates salespeople into trusted advisors their clients can rely on. It also results in improved productivity.

Sales is a long-standing and vital role, and it has undergone many iterations throughout history, even within the last century alone. It has continued to evolve as new technologies and norms have arisen, and it will continue to expand in the coming years. Future training in sales strategy for B2B sales should focus on worthy intent in the salesperson in how they approach potential clients and maintain relationships with them. 

It should guide them through the client journey, exploring the client “why” and the concept of “so they can.” 

These values, along with continually delivering value and following up, come together to form a sales strategy that reliably builds and nurtures a strong relationship with clients and will lead to more success for the sales professional, their organisation, and their client – a win-win-win!

https://www.appletongreene.com

Appleton Greene & Co is a niche corporate training provider, operating on a global scale.

BrocklebankPenn says: "Avoid video marketing at your peril!"

Innovative agency BrocklebankPenn says video has moved from an expensive ‘nice to have’ to pivotal in persuading customers to buy.


BrocklebankPenn has reported a sea change in the role of video within ad and marketing campaigns. Craig Penn, Founder and Director of Strategy & Planning at BrocklebankPenn states; “As online marketing becomes an ever larger slice of the marketing mix, with online ad spend now overtaking TV as the UK’s largest media (source: IAB), so we are seeing a huge interest from brands to give video greater prominence within campaigns.”
A recent study from Experian Hitwise reports that visits to online video sites were up 36% in the UK last year, and Digital TV Research says that online advertising spend is set to reach £60.6bn by 2016 (almost double what it was in 2010), all of which supports the empirical findings from BrocklebankPenn.

In an article published today, Craig Penn explains how video is becoming the pivotal element in both the Zero Moment – the point at which the consumer starts researching a new purchase – and the Last Ten Feet, when they are in store (or on the website) with credit card in hand ready to make the purchase.

Penn continues, “Nine times out of ten, consumers buy one of the brands that they found when they first started looking. If a brand is not there at the beginning of the search, they are very unlikely to be selected after all the research, product reviews, customer comments and friends’ opinions have been digested. Video has become the media of choice for consumers, and now that Google counts video as part of its ‘relevance’ metrics, making it an important element of SEO, brands who avoid video do so at their peril.’’

FACTFILE:
What IS BrocklebankPenn?
A team of highly experienced individuals with diverse marketing backgrounds yet shared values, including serial entrepreneur Gary Brine. BrocklebankPenn was founded to ensure that clients always get direct, honest dialogue with the key people driving each project.

The executive team at BrocklebankPenn has together more than 100 years of client and agency experience. Whether working on a comprehensive international marketing strategy or delivering a multi-channel tactical campaign, BrocklebankPenn brings the same ‘big agency’ processes, standards and capacity while holding onto the small agency adaptability, responsiveness and nimbleness.

One Brand World
No matter where customers see, hear, discuss or touch a brand, it must leave an immediate and lasting impression. BrocklebankPenn understands that every form of media has a relevant part to play, and all must come together to build confidence, drive awareness, open engagement, answer any questions, entertain, help and of course sell product/service.

From the Zero Moment when a consumer first starts looking and researching a new purchase, to the Last Ten Feet, when they make a decision about what and where to buy, BrocklebankPenn builds campaigns that will engage with the customer at every touch point.

From Zero to Ten, the customer sees the brand all at once – it’s what BrocklebankPenn call a One Brand World.

For more information and inspiration please visit: www.brocklebankpenn.com

Brands undertaking market research reap rewards through customer loyalty, finds market leader Cint

62% of consumers are more likely to purchase a product if their opinion has been sought by the brand
Nine in ten prefer to undertake market research via new technology
Consumers believe the retail sector would benefit the most from consumer insight

A survey out today from global provider of smart solutions for gaining market insight, Cint, finds that brands investing in market research will reap rewards, with almost two-thirds (62%) of those surveyed stating they were more likely to purchase a brand’s product if they were asked their opinion in a study.

While companies are currently looking to reduce spend during the current economic crisis, this survey highlights the importance of customer insight, as over half (56%) of the 1,200 consumers polled felt more loyal to a brand if it takes the time to find out their opinion.

This global survey of consumers provides an unparalleled insight for the marketing community, of what people really think about market research, and what motivates them to impart their valued opinion. This extensive piece of market intelligence polled consumers to ascertain whether market research influenced their attitude towards a brand / company and their preferences regarding survey completion and incentives.

The majority of those surveyed – an even split of men and women – were confident about brands’ motives for carrying out market insight, with 69% believing brands act on the market research results they achieve. In addition, 77% of consumers felt that brands listen more to what consumers want now than they did ten years ago. This was attributed to a number of factors, primarily increased market competition, the economic climate, and a decrease in customer loyalty towards particular brands.

In terms of methodology, new technology was by far the most popular means of undertaking market research, with over 91% stating their preference as ‘smartphone’, ‘web’ and ‘SMS’. Only 4% of those surveyed would choose to undertake market research by mail as their first choice, and just 1% would like to be surveyed over the telephone.

Bo Mattsson, Chief Executive, Cint, comments: “Market research is an extremely useful tool for agencies and brands to ascertain opinions of their products and services. The industry has embraced new technology, which this survey proves to be invaluable, as respondents opt primarily for online surveys or smartphone applications with which to give their opinion.

"This survey shows that it is as valid a tool as it has ever been, and investing in consumer insight can reap significant rewards in terms of brand loyalty. We would advise any company looking to reduce marketing spend during the current difficult economic climate to continue to invest in market insight, as understanding the needs and preferences of your target market is essential in remaining competitive and successful.”

Other findings include:

Incentives
When asked what made them more inclined to carry out market research for a brand, the overwhelming majority (55%) stated that money was the most desired incentive, followed by free products (34%) and vouchers (6%).

Sectors
When quizzed on which sector respondents’ believed would benefit most from undertaking consumer insight, retail companies came out top with 41%, followed by banking (14%), travel (11%) and mobile technology (11%).

Time invested in market research
The majority (40%) of those surveyed stated that they would only spend one to five minutes responding to a survey, and 30% were happy to spend six to ten minutes of their time completing a survey. 13% would be happy to spend over twenty minutes undertaking research.

The survey of 1,193 consumers worldwide was carried out by Cint to mark the company’s rebrand. Cint provides SaaS solutions and market research tools for market research agencies, media and PR agencies as well as partner programmes enabling businesses to monetise website traffic and undertake DIY research.

FACTFILE:
Cint empowers access to opinions by innovating the way market insight is gathered. Reach over 7 million people in 50 countries, all recruited through 500 different panel owners like publishers, local media outlets, market research agencies and non-profits. Cint’s exchange platform, OpinionHUB, the fully transparent insight marketplace, brings together questions and answers from all around the world.

Cint is headquartered in Stockholm, Sweden and has offices in major cities across Europe, North America and Asia-Pacific.

Infogroup’s OneSource integrates iSell UK with Salesforce.com CRM

Infogroup, a top provider of targeted high-value sales and marketing data, customer and market intelligence, and innovative digital engagement solutions,has announced that its OneSource division has integrated the UK version of its award winning customised prospecting solution, iSell, with the leading CRM solution www.Salesforce.com.

iSell UK for Salesforce enables sales professionals to easily gather relevant business information and sales triggers for their accounts within a single system, reducing the time and therefore cost of selling.

iSell delivers account and contact information taken from a range of best-of-breed content sources as well as from social media and websites. It identifies triggers that alert sales professionals when to call and what to discuss with their most valuable prospects. Now sales professionals can track their ideal targets based on their profile but from within the Salesforce.com environment.

“iSell UK for Salesforce.com is a revolutionary tool for selling,” points out Phil Garlick, President of OneSource. “Salespeople using iSell UK will be the first to respond to potential sales opportunities in the marketplace. By presenting iSell and its trigger technology right within Salesforce.com, we allow them to respond quickly and effectively by utilising all of the information in their CRM to conduct the most compelling follow-up.”

iSell is powered by OneSource’s LiveContent Platform, which combines information from more than 50 premium content suppliers and thousands of information feeds including social media sources such as LinkedIn.
 

FACTFILE:

OneSource, an Infogroup company, delivers business and sales intelligence on millions of companies and executives worldwide – optimising clients’ sales and marketing efforts and assisting with business-to-business research activities. The OneSource LiveContent™ platform combines content from over 50 world-class suppliers and thousands of information sources, providing unparalleled data accuracy and depth, delivered through the Web, CRM integrations, and information portals. OneSource has offices in North America, Europe, Australia, and Asia. For more information, please visit www.onesource.com.

Infogroup helps companies increase sales and customer loyalty through our high value data, market intelligence and innovative digital solutions. We uncover and unlock revenue growth by enabling our clients – from local businesses to Fortune 100 companies – to connect and engage with their most valuable audiences millions of times each day. Infogroup data powers the top 5 internet search engines and 90% of the GPS systems in North America. For more information, visit www.infogroup.com.

WeCanDo.Biz Version 2 introduces new sales leads tool for Twitter

WeCanDo.BIZ Limited, the online business network for sales leads and referrals, has released version 2 of its website with a new tool for finding sales leads on Twitter. The new website is at www.wecando.biz.

The Sales Leads tool works by automatically filtering 'Tweets', the posts submitted by Twitter's 175 million users, that contain 'intent' – that is, they describe a need or contain a specific request for a product or service, so identify a potential customer. Examples include "We need a local accountant urgently" to "Who can recommend someone to print up some brochures for us?"

WeCanDo.Biz provides the Sales Leads tool as a leads discovery service for small businesses, presenting all potential leads on a single web page, with location filtering, reply and connect options. All posts on Twitter are searched, regardless of whether users are connected or not.

"Twitter is producing sales leads every day," says Ian Hendry, CEO of WeCanDo.Biz. "The challenge has always been finding them amongst all that noise. Our Sales Leads tool pinpoints the opportunities and presents them all on one page so they can be easily progressed and tracked. It takes small businesses straight to the person who needs what they offer. We expect small companies to use it as an alternative to expensive advertising or cold calling."

Many Twitter users 'crowd-source' for suppliers as an alternative to sifting through thousands of pages of results from Google search or listings in directories. The human, contextual nature of the conversations that come from a 'Tweeted' request on Twitter are considered by many as much a more valuable service than hundreds of pages of automatically generated results or cold, static content.

Ian Hendry adds: "This new service from WeCanDo.Biz helps ensure potential sales leads hidden within the 140 million Tweets a day do not go unanswered and that the opportunities for businesses do not slip away."

In the beta period leading up to the Version 2 launch, the tool has discovered over a quarter of a million sales leads on Twitter for WeCanDo.Biz business users.

Also announced with the launch of the WeCanDo.Biz version 2 website is:

Media rich social profiles which act as a business card on the Social Web for small businesses, helping to win the confidence of new customers;
QR Codes which help in promoting businesses offline;
Location and industry specific online communities to enable easy connection and discussion with other business owners;
Private Networks which assist with online community collaboration between invited contacts;
Additional member benefits of free and discounted banking, insurance and other services essential to starting and operating a small business.

The Sales Leads tool for Twitter is available at www.wecando.biz and is free to use. An enhanced version with more lead discovery options is available to Pro users for £60 + VAT for 12 months access.