Month: January 2025

DIGITAL MARKETING: 2025 Developments You Cannot Ignore. Pt.5

| admin

The fifth instalment of a five part post on the key developments in digital marketing that businesses should be aware of in 2025.

Part 5. The Mass Adoption Of Cryptocurrency.

The one newer innovation that could leave your business out in the cold, even with every other element in great shape, is the emergence of cryptocurrency as a payment method. Particularly if your brand or business sells products predominantly to people aged under thirty – aka Generation Z who, are often crypto-cash rich from their early adoption and subsequent increase in value. In fact there is currently a Supercar sales boom to twenty year olds. Potentially, no crypto payment option, no sale.

As we navigate through 2025, cryptocurrency has evolved from a speculative investment to a legitimate payment method embraced by mainstream consumers and forward-thinking businesses. For online retailers, this shift represents more than just adding another payment button to the checkout page, it’s a fundamental transformation in how digital commerce operates. With major players like PayPal, Square, and Shopify facilitating cryptocurrency transactions, smaller retailers can no longer afford to ignore this growing trend. Gone are the days when accepting crypto was seen as a novelty; it’s now becoming a competitive necessity that opens doors to new customer segments, reduces transaction costs, and streamlines cross-border sales.

The impact of cryptocurrency adoption extends beyond mere payment processing. It’s reshaping customer expectations, transforming international commerce, and creating new opportunities for businesses to differentiate themselves in an increasingly competitive digital marketplace. In this post I’ll explain how cryptocurrency is changing the e-commerce landscape and provide a practical roadmap for retailers looking to embrace this digital revolution. Whether you’re a seasoned e-commerce veteran ‘OG’, ‘Whale’ or just starting your online retail journey, understanding and adapting to the crypto revolution could be the key to unlocking your business’s next phase of growth.​​​​​​​​​​​​​​​​

A brief outline the impact of cryptocurrency adoption on online retail and strategic considerations.

Current Impact on Online Retail:
– Expanded payment options attracting tech-savvy customers and early adopters
– Reduced transaction fees compared to traditional credit card processing
– Near instant settlement times for international transactions
– Elimination of chargebacks and fraud reduction (see Blockchain)
– Access to a growing demographic of crypto-wealthy consumers
– Potential for increased cross-border sales without currency exchange complications
– Marketing differentiation as an innovative, forward-thinking brand

Strategic Recommendations for Online Retailers:

1. Payment Integration
– Partner with established crypto payment processors (like BitPay, Coinbase Commerce)
– Start with accepting major and arguably less volatile cryptocurrencies (Bitcoin, Ethereum)
– Implement stable coins (USDC, USDT) to reduce volatility risk
– Ensure smooth integration with existing accounting systems
– Consider options for crypto-to-fiat conversion at point of sale

2. Risk Management
– Develop clear policies for handling price volatility
– Implement real-time price adjustment mechanisms
– Consider crypto-to-fiat conversion timing strategies
– Establish clear refund and return policies for crypto payments
– Maintain compliance with local regulatory requirements
– Regular security audits and protection measures

3. Customer Experience
– Provide clear instructions for crypto payments
– Offer customer support trained in handling crypto transactions
– Create educational content about using crypto for purchases
– Display prices in both traditional currency and cryptocurrency
– Implement QR code payments for easier transactions

4. Marketing Strategy
– Target crypto communities and forums
– Leverage crypto-focused influencers and media
– Highlight benefits of crypto payments in marketing materials
– Create exclusive offers for crypto users
– Build community through crypto-related content and education

The most basic policy to accept cryptocurrency in transactions is the foundation to more sales to this free market demographic.

If you are interested in any particular application or to discuss how these new innovations might specifically benefit your business please contact me.

 

DIGITAL MARKETING: 2025 Developments You Cannot Ignore. Pt.4

| admin

The fourth of a five part post on the key developments in digital marketing that businesses should be aware of in 2025.

Part 4. Sustainability and Purpose Driven Marketing.

No longer a subject you can only pay lip service, Sustainability and Purpose-Driven Marketing in 2025 has evolved from a nice-to-have initiative to a core business imperative, as consumers increasingly align their purchasing decisions with their values. Successful digital marketing strategies now integrate environmental and social responsibility throughout their messaging, backing up claims with transparent reporting and measurable impact data. Companies are leveraging digital platforms to showcase their sustainability journey, from carbon footprint tracking to ethical supply chain practices, while maintaining authentic communication about both achievements and challenges. The focus has shifted from simple green messaging to comprehensive purpose-driven narratives that encompass environmental stewardship, social justice, and ethical business practices. This transparency extends to regular sustainability reports, behind-the-scenes content, and real-time impact tracking, all shared through digital channels. Success in this space requires brands to demonstrate genuine commitment through actionable programs and measurable results, moving beyond superficial “greenwashing” to create meaningful change that resonates with increasingly conscious consumers. The integration of sustainability into digital marketing strategy now demands a holistic approach that connects purpose with profit, ensuring that environmental and social responsibility are woven into every aspect of brand communication and customer engagement.

So here’s more detail and ideas around Sustainability and Purpose-Driven Marketing:

Increased emphasis on environmental impact
– Carbon footprint tracking and transparent reporting of business operations
– Development of eco-friendly products and packaging solutions
– Digital-first initiatives to reduce paper waste and physical marketing materials
– Highlighting sustainable supply chain practices and improvements
– Investment in renewable energy and carbon offset programs
– Implementation of circular economy principles in product lifecycle
– Clear communication of environmental goals and progress metrics
– Partnership with environmental organisations and certification bodies

Transparent communication about sustainability initiatives
– Regular sustainability reports and progress updates
– Behind-the-scenes content showing sustainable practices
– Clear metrics and measurable goals shared with stakeholders
– Real-time tracking of environmental impact
– Honest acknowledgment of challenges and areas for improvement
– Educational content about sustainability efforts and impact
– Direct response to customer questions about environmental practices
– Documentation of the entire product lifecycle and its environmental impact

Focus on authentic brand purpose
– Clear articulation of company values and mission
– Alignment of marketing messages with actual business practices
– Employee advocacy and internal culture initiatives
– Community involvement and local impact programs
– Long-term commitment to social causes
– Integration of purpose into product development and innovation
– Measurable social impact goals and reporting
– Stakeholder engagement in purpose-driven initiatives

Consumer demand for ethical business practices
– Enhanced supply chain transparency
– Fair labour practices and worker welfare programs
– Ethical sourcing and procurement policies
– Commitment to diversity, equity, and inclusion
– Fair pricing and value transparency
– Data privacy and protection measures
– Community investment and support programs
– Regular ethical audits and certifications
– Response to social justice issues and advocacy

These elements are becoming increasingly crucial as consumers demand more accountability and responsibility from businesses.

If you are interested in any particular application or to discuss how these new innovations might specifically benefit your business please contact me.

DIGITAL MARKETING: 2025 Developments You Cannot Ignore. Pt.3

| admin

The third of a five part post on the key developments in digital marketing that businesses should be aware of in 2025.

Part 3. Video Marketing Evolution

Video continues to be the most exciting area of digital marketing for creatives. Video Marketing Evolution in 2025 marks a transformative era where traditional video content has evolved into a more dynamic, interactive, and commerce-driven medium. Short-form vertical video continues to dominate social media platforms, with businesses adapting their storytelling to capture attention in seconds through platform-specific formats like TikTok, Instagram Reels, and YouTube Shorts. The integration of interactive elements has revolutionised viewer engagement, allowing audiences to actively participate through clickable hotspots, real-time polls, and personalised viewing paths. Live shopping has emerged as a powerful revenue driver, combining entertainment with immediate purchase opportunities through seamless e-commerce integration. This convergence of social commerce and video content has created new opportunities for authentic brand storytelling and direct sales. Success in this landscape requires brands to master vertical video optimisation across platforms, leverage AI-powered editing tools for efficient content creation, and develop strategies that balance entertainment with commercial intent. The focus has shifted from simply creating video content to crafting immersive, shopable experiences that drive measurable business outcomes while maintaining audience engagement.

So let’s break down each aspect of Video Marketing Evolution in greater detail:

Short-form video continues to dominate social media
– Evolution of TikTok-style content across all major platforms
– Increased focus on vertical video formats optimised for mobile viewing
– Growth of micro-content (15-30 second videos) for attention-grabbing storytelling
– Integration of AI-powered video editing tools for quick content creation
– Rise of user-generated content campaigns leveraging short-form video
– Platform-specific video optimisation (Instagram Reels, YouTube Shorts, TikTok)
– Enhanced analytics for measuring short-form video performance

Interactive video experiences
– Clickable hotspots within videos for product information
– Choose-your-own-adventure style content for increased engagement
– Real-time polls and surveys embedded in video content
– Interactive product demonstrations with multiple viewing angles
– Integration with e-commerce platforms for seamless purchasing
– Gamification elements within video content
– Personalised video paths based on viewer choices

Live shopping and shopable video content
– Real-time product demonstrations with instant purchase options
– Integration of live streaming with e-commerce platforms
– Interactive Q&A sessions during live shopping events
– Virtual try-ons during live streams
– Influencer-led shopping experiences
– Social proof through live customer reviews and demonstrations
– Analytics tracking for live shopping conversion rates

Vertical video optimisation across platforms
– Platform-specific aspect ratios and formatting requirements
– Enhanced mobile-first viewing experiences
– Optimisation for full-screen immersive viewing
– Improved caption and text overlay placement
– Strategic use of vertical space for branding elements
– Mobile-optimised call-to-action placements
– Cross-platform vertical video strategy development

In an incredibly dynamic realm these developments are reshaping how businesses connect with audiences through video, making content more engaging, interactive, and commercially viable.

If you are interested in any particular application or to discuss how these new innovations might specifically benefit your business please contact me.

DIGITAL MARKETING: 2025 Developments You Cannot Ignore. Pt.2

| admin

The second of a five part post on the key developments in digital marketing that businesses should be aware of in 2025.

Part 2. Privacy-First Marketing.

Privacy-First Marketing in 2025 represents a fundamental shift in how businesses approach digital marketing, driven by heightened consumer privacy concerns and stricter regulatory requirements. As third-party cookies become obsolete, successful marketing strategies now pivot around building trusted, direct relationships with customers and leveraging first-party data effectively. Organisations are investing in sophisticated Customer Data Platforms (CDPs) and implementing transparent data collection practices that prioritise user consent and control. This new landscape demands a more thoughtful approach to personalisation, where businesses must balance the desire for targeted marketing with respect for privacy preferences. Contextual advertising and cohort-based targeting are replacing individual tracking, while brands focus on creating compelling value exchanges that encourage voluntary data sharing. Success in this privacy-centric era depends on building trust through transparent communication, maintaining robust data security measures, and developing innovative ways to deliver personalised experiences without compromising user privacy. The emphasis has shifted from tracking users across the internet to nurturing direct relationships and leveraging owned channels, fundamentally transforming how businesses engage with their audiences.

Here is a more detailed break down of each aspect of Privacy-First Marketing:

Continued phase-out of third-party cookies
– Major browsers eliminating support for third-party cookie tracking
– Shift towards privacy-preserving alternatives for user tracking and measurement
– Need for new approaches to cross-site user identification
– Impact on retargeting and audience targeting capabilities
– Development of browser-based solutions like Google’s Privacy Sandbox
– Focus on contextual advertising as an alternative to behavioural targeting

Rise of first-party data strategies
– Building direct relationships with customers to collect owned data
– Creating value exchanges to incentivise data sharing (exclusive content, personalised experiences)
– Implementing robust data collection and management systems
– Developing customer loyalty programs to gather behavioural insights
– Focus on email marketing and owned channels
– Investment in Customer Data Platforms (CDPs) to unify first-party data
– Enhanced importance of user registration and account creation

Privacy-preserving advertising technologies
– Development of privacy-safe measurement solutions
– Adoption of clean room technologies for data collaboration
– Use of aggregated and anonymised data sets
– Implementation of differential privacy techniques
– Focus on cohort-based targeting instead of individual tracking
– Privacy-compliant attribution models
– Enhanced data encryption and security measures

Enhanced focus on building direct relationships with customers
– Investment in community building and engagement
– Development of owned media channels
– Creation of valuable content that encourages voluntary data sharing
– Focus on transparent communication about data usage
– Building trust through clear privacy policies and user controls
– Implementation of preference centres for personalisation
– Enhanced customer service and support to strengthen relationships

In summary, these changes are driving a fundamental shift in how digital marketing operates, moving from tracking-based approaches to permission-based marketing built on trust and transparency.

If you are interested in any particular application or to discuss how these new innovations might specifically benefit your business please contact me.

TECH: How Jevons Paradox Is About To HIT HARD

| admin
A fascinating thing that happens with technology. Back in Victorian Industrial Darkshire 1865, an economist called William Jevons noticed something interesting about coal use; When we made steam engines more efficient, instead of using less coal, we actually ended up using more of it! With obvious effects, people dropped dead from coal pollution.

Now, we’re seeing exactly the same thing happening with artificial intelligence (AI). At scale.

As we make these AI systems more efficient – and they’re becoming incredibly efficient – we’re not actually using less computing power. We’re using more.

Think about what’s happening here: Every time we make AI better at processing information, instead of scaling back, we just find more useful things to do with it. It’s a bit like giving someone a more efficient rocket – they don’t use less fuel, they just go further into space.

Consequently, it affects everything around it. When we make AI more efficient at handling tasks, companies don’t just maintain their current operations. No, they expand! They ‘Dream bigger!’ They tackle more complex problems and process more and more data faster and faster… another law Moores Law! A cascade of increasing complexity and capability.

You see, that’s what makes this paradox so incredible, it shows us that efficiency doesn’t lead to reduction. It leads to expansion. And in a way, isn’t that the story of life itself? As systems become more efficient, they don’t become simpler – they become more complex, more interesting, more wonderful.​​​​​​​​​​​​​​​​

I’ll tackle the dark side of the adverse effect of higher energy consumption from AI and Crypto products next time. It’s even more topical the week the US President cancelled low carbon projects, instructed oil companies to ‘Drill, drill, drill’, and cranked up AI investment while promoting environmentally destructive high energy use Cryptocurrency.

Jevons Paradox has not been so relevant since coal powered factories consumed the population of the North of England.

—-
Futurist, innovator and technology vulture. An avid reader and thinker, I love to join the dots. Always seeking the next big recombination idea!

DIGITAL MARKETING: 2025 Developments You Cannot Ignore. Pt.1

| admin

The first of a five part post on the key developments in digital marketing that businesses should be aware of in 2025.

Part 1. AI Integration in Marketing.

In 2025, AI integration stands as a transformative force in digital marketing, shifting from a luxury to a fundamental necessity for competitive advantage. By leveraging advanced AI technologies, businesses can now orchestrate hyper-personalised customer experiences across all touch-points while simultaneously reducing operational overhead. The technology excels at processing vast amounts of customer data to predict behaviours, automate content creation and optimisation, and deliver real-time personalisation at scale. For example, AI powered tools can analyse customer interactions across multiple channels, automatically adjust campaign parameters for optimal performance, and generate tailored content that resonates with specific audience segments. This intelligent automation allows marketing teams to focus on strategic initiatives while AI handles the heavy lifting of data analysis, routine content creation, and campaign optimisation. The key to success lies in striking the right balance between AI automation and human creativity using AI to enhance rather than replace human insight, ultimately driving more efficient, data-driven marketing decisions that deliver measurable business outcomes.

Advanced AI-powered content creation and optimisation.
– AI can now analyse vast amounts of historical content performance data to identify patterns in what resonates with specific audiences.
– Tools can generate initial drafts of marketing copy, blog posts, and social media content while maintaining brand voice.
– Automated A/B testing helps optimise headlines, email subject lines, and ad copy in real-time.
– Dynamic content optimisation adjusts website and landing page content based on visitor behaviour and preferences.
– AI can analyse competitor content and identify gaps in your content strategy.

More sophisticated predictive analytics for customer behaviour.
– Machine learning models can identify customers most likely to churn and recommend retention strategies.
– AI analyses purchase patterns to predict future buying behaviour and optimal times for engagement.
– Behavioural scoring models help prioritise leads based on likelihood to convert.
– Advanced segmentation identifies micro-segments for more targeted marketing.
– Predictive lifetime value calculations help optimise customer acquisition costs.

Automated personalisation at scale.
– Dynamic pricing adjusts based on individual customer behaviour and market conditions.
– Product recommendations evolve in real-time based on browsing and purchase history.
– Email content and send times are optimised for each recipient.
– Website experiences adapt to individual user preferences and behaviour patterns.
– Personalised retargeting campaigns based on specific user interactions.

AI driven chatbots and customer service solutions.
– Natural language processing enables more human-like conversations.
– Chatbots can handle complex queries and seamlessly escalate to human agents when needed.
– 24/7 automated customer support with multilingual capabilities.
– Proactive engagement based on user behaviour triggers.
– Integration with CRM systems for personalised responses based on customer history.

One key aspect worth noting is that while AI tools are becoming more sophisticated, they work best when combined with human oversight and strategic direction. The goal is to augment human capabilities rather than replace them entirely.

If you are interested in any particular application or to discuss how these AI solutions might specifically benefit your business please contact me.

___

MARKETING: A Timeless Philosophy

| admin

❗️Mastering the Basics in a High-Tech World: A Timeless Sales & Marketing Philosophy.

In today’s fast-paced, tech-driven work & marketplace, it’s easy to get caught up chasing the next big thing; AI tools, automation, data analytics, and personalisation at scale. While these innovations are undeniably useful and powerful, I believe the foundation of great sales and marketing hasn’t changed: doing the basics exceptionally well.

So here’s my philosophy:

💡 Start with Timeless Principles.

Great marketing begins with understanding your audience, crafting compelling messages, and building authentic relationships. These are the same principles that worked for legendary campaigns decades ago, they’re just as relevant today. Technology doesn’t replace these fundamentals; it amplifies them.

💻 Leverage Technology to Scale the Basics.

The beauty of modern tools is that they allow us to execute classic strategies with unprecedented precision and efficiency. For example:
• Storytelling: AI can help analyse audience preferences to refine narratives that resonate deeply.
• Customer Relationships: CRM platforms let us personalise interactions at scale while staying true to the human touch.
• Testing & Iteration: Digital tools enable us to test creative ideas quickly and optimize campaigns in real time; something a ‘Don Draper’ could only dream of!

🎯 Focus on Execution Excellence.

It’s not about how many tools or trends you adopt it’s about how well you execute on what matters most. A clear value proposition, consistent branding, and a strong call-to-action (CTA) will always outperform flashy gimmicks without substance.

🌟 Blend Creativity with Data-Driven Insights.

The best campaigns marry the art of storytelling with the science of analytics. Use data to inform your strategy but never lose sight of the emotional connection that drives action.

At its core, sales and marketing are about people; understanding their needs, solving their problems, and creating value for them in ways that feel personal and meaningful. The tools may evolve, but the mission remains the same.

Let’s embrace innovation without losing sight of what makes our work timeless: clarity, creativity, and connection.
What do you think? How do you blend classic principles with cutting-edge technology in your sales or marketing strategy?

Let’s discuss…. Do you have your own business philosophy? Message me.

—-

Previously published on LinkedIn.

Steve Coulter is a four decades sales, marketing and management professional with old school values but with a track record for being in at the innovator and early adopter stages of new technology.

Please Like, Share & Follow.

MARKETING: The Weak Ad Threat

| admin

I spend time researching advertising and too often struck by weak, unfocused and what can only be described as complacent ads.

Advertisements without a strong call to action (CTA) are burning money. Here’s why:

The CTA Imperative. Without a clear directive, potential customers are left confused and unmotivated. CTAs serve as critical signposts guiding users toward the next step in their customer journey.

👀 Key Pitfalls of Weak Copy
– No clear user direction
– Missed conversion opportunities
– Reduced audience engagement
– Lack of psychological motivation

✅ Pro Tips for Improvement
– Use strong, action-oriented verbs
– Create a sense of urgency
– Make CTAs visually prominent
– Clearly communicate the value proposition

Remember: Your copy should not just inform, but ‘inspire action’. Every advertisement is an opportunity to convert interest into tangible results. If the advert is aimed at a specific sector or group have follow up adverts ready to run as a reminder and to be consistent.

Run the rule over each ad.

✅ Great headline

✅ Engaging & informative copy

✅ Call To Action

It’s not 💥💥💥🚀

 

First published on Linked-in.

Contact me if my ‘Do The Simple Things Well’ philosophy resonates.

As ever Like, Share & Follow my social media posts the links are above. 

MARKETING: Social Plus Selling Equals Success

| admin
Social selling is the practice of using social media platforms to build relationships, engage with prospects, and generate leads. It focuses on nurturing trust and credibility rather than direct selling, often leveraging platforms like LinkedIn, Facebook, and Instagram.

Increase your brand visibility. Social selling helps expand brand reach when you encourage and enable employees to share content and optimise their socal media profiles.

Generate high quality leads. By leveraging social media profilesbusinesses can easily identify and connect with potential customers who are most likely to be interested in their products.

Shorten the sales cycle. Social selling allows for faster and more efficient communication with prospects expediting relationship building and sales conversions.

Create deeper connections. Sales departments can build more authentic, personal relationships by researching and engaging with potential cliens showing genuine interest.

Boosts sales performance! Social selling is proven to be effectve with 51% being more likely to exceed sales targets and 78% exceeding the results of peers not using social selling. Basically, it works.

Here are some successful social selling case studies with high ROI – would these strategies improve the performance of your business’ marketing KPI and profit?

1. InContact By training half its sales team in social selling using LinkedIn and Eloqua, InContact achieved a 157% revenue increase within a year. The trained team also built a 160% larger sales pipeline compared to untrained colleagues.
2. IBM IBM implemented social selling through LinkedIn and Twitter, supported by a content calendar. This strategy resulted in a 4x year-on-year sales increase, showcasing the power of targeted social engagement.
3. Old Spice Old Spice’s personalised video campaign led to a 107% sales increase in three months, making it the top men’s body wash brand. The campaign demonstrated how creative social strategies can drive significant ROI.
4. AT&T By focusing on rebuilding relationships via social media, AT&T secured $47 million in new business within 18 months, directly attributed to their social selling efforts.
5. Homefield (Ecommerce) Homefield leveraged Twitter/X to promote vintage sports apparel, achieving the highest ROI among its social platforms by driving direct purchases through organic posts.

Have you employed Social Selling with your business? Was it successful?If you are interested in developing State Of The Art Digital Marketing for your business please contact me.

___

Steve Coulter is a four decade sales and marketing expert. From cold canvassing prospects to add to a Car Sales database in 1990 to e-commerce success via WordPress and Woo Commerce websites more recently. Please contact me for State Of The Art Digital Marketing ideas.

ADVERTISING: Old School Ogilvy For Today

| admin
David Ogilvy, often called ‘The Father of Advertising’ revolutionised the industry with his iconic campaigns. A great observer of detail, his constantly finessed drafts and final adverts combined meticulous research, storytelling and creativity to captivate and resonate with audiences.Here are some of his greatest works and iconic campaigns and how his style can still inspire contemporary advertising. As an enthusiast of old school copy ads from the Fifties and Sixties they are published here complete:
Rolls Royce (“At 60 Miles an Hour”) Known for its now legendary powerful headline, “At 60 miles an hour, the loudest noise in this new Rolls Royce comes from the electric clock” it highlighted product specifics and luxury.
Dove (“One Quarter Moisturising Cream”) Ogilvy repositioned Dove which was struggling for recognition and market share as a “beauty bar,” not just soap, elevating its status and creating a long lasting brand identity.
Guinness (“The Guinness Guide to Oysters”) This series of educational ads paired Guinness with food, blending information with elegance to enhance its sophistication.
Schweppes (“Commander Whitehead”) Featuring the company’s president, this ad exuded authenticity and sophistication, tying the brand to exclusivity.Hathaway Shirt (“The Man in the Hathaway Shirt”). Featuring a man with an eye patch, this ad used “story appeal” to intrigue viewers. The mysterious element drew attention, making the brand memorable.

So here’s the meat in the sandwich as a friend says.

Contemporary Applications of Ogilvy’s Style :

Storytelling with Visual Hooks: Modern brands can emulate Ogilvy’s “story appeal” by using intriguing visuals or unexpected elements in social media campaigns.

Data Driven Headlines & Content: Like Ogilvy’s Rolls Royce ad, brands should craft specific, benefit driven headlines for digital ads to boost engagement.

Authenticity in Branding: Using real people (e.g., founders) in campaigns resonates today, especially on platforms like Tik Tok and Instagram.

Personal Brand: The ‘Commander Whitehead’ as pictured in the Schweppes adverts is an obvious spin-off personal branding opportunity today.

Educational Content Marketing: Ogilvy’s Guinness and Dove campaigns show the power of educating consumers about product benefits aka solving a problem too. A strategy effective in blogs and video content.

In summary, David Ogilvy’s timeless principles truthful storytelling, captivating visuals, and product focused messaging remain essential for modern marketers.

Who are your advertising and copywriting heroes?

—-
Specialising in effective website and digital marketing content, Steve Coulter is a U.K. based copywriter and content professional with a lifetime interest in advertising and marketing.

COMMENTARY: Your Job Is Safe, For Now.

| admin
Today’s announcement from the Prime Minister that the U.K. Government will be investing heavily in AI tools to improve the productivity, efficiency and better use of taxpayers money got me thinking about what will be the result of this. On the face of it this sounds like a really positive step, but the heavy use of AI tools by a government to improve efficiency and outcomes in its departments could have significant effects. The government has targeted growth as the driver of fixing the British economy which is currently running at in excess of 100% Debt to Gross Domestic Product (GDP) which was just 70% in 2010. Here’s a pros and cons summary from the articles I’ve been reading today:

  1. Increased productivity and cost savings: AI could automate many tasks, potentially saving millions of labour hours and billions in annual costs. This could allow Civil Service and government workers to focus on more important tasks and provide services to the public faster.
  2. Improved public services: AI could enable personalised, predictive, and preventive services in areas like education, transport planning, and firefighting (topical with Los Angeles fires & Grenfell relevant), leading to better outcomes and higher productivity for citizens and private companies.
  3. Enhanced decision making: AI could improve governmental decision making and public service delivery by incorporating intelligent data analysis into organisational strategies.
  4. Economic benefits: Research suggests AI could boost productivity by up to 1.5 percentage points per year, potentially worth an average of £47 billion to the UK economy annually over a decade. The U.K. has poor productivity compared to other countries so these improvements are vital to our growth objectives and to significantly improve within the election cycle.
  5. Challenges in implementation and inertia: There’s a need to develop AI expertise among government workers and address potential negative mindset from users. Effective policies and regulatory frameworks are crucial to ensure responsible AI deployment and mitigate risks.
  6. Potential for job losses: While AI could create efficiencies, it may also lead to job losses in the civil service, requiring careful management and alternative career initiatives.
  7. Government responsibility: Secretaries of State are responsible for policy and outcomes good and bad. Decisions made by AI must be justified on a social and finance level.

My verdict.

Obviously in toto the idea is a no-brainer, but while AI presents significant opportunities for improving government efficiency and service delivery, it also introduces many complicated challenges that require careful consideration and management. The human face of the Civil Service is here for a while at least.
—
Steve Coulter is a content creator and copywriter specialising in effective SME website content and conversion – with a lifetime interest in politics and economics.

MARKETING: Dragon’s Den 101

| admin

I was watching Dragon’s Den (Shark Tank in US) and a lady pitching her business proposal had already failed to answer what her projected profit was going to be this year – although she did recall Year One and Two numbers. Another Dragon asked what her Customer Acquisition Cost (CAC) was and she didn’t know what that meant or the value. So, if any reader is thinking about visiting the ‘Den, know your turnover, gross and net profits and here’s a list of useful sales and marketing Key Performance Indicators (KPI) to understand with a brief explanation:

  1. Return on Investment (ROI): Measures the profitability of marketing efforts by comparing revenue generated to the cost of marketing activities.
  2. Customer Acquisition Cost (CAC): Calculates the total cost of acquiring a new customer, including marketing and sales expenses.
  3. Customer Lifetime Value (CLV): Estimates the total revenue expected from a customer over their entire relationship with the business.
  4. Conversion Rate: The percentage of visitors who take a desired action, such as making a purchase or filling out a form.
  5. Sales Growth: Measures the increase in revenue over a specific period, indicating the effectiveness of marketing efforts in driving business growth.
  6. Organic Traffic: Tracks the number of visitors coming to your website through unpaid search results, reflecting the success of SEO strategies.
  7. Lead Generation: Measures the number of potential customers showing interest in your products or services.
  8. Social Media Engagement: Includes metrics like likes, shares, comments, and followers, indicating brand health and audience interaction.
  9. Email Marketing Performance: Tracks metrics such as open rates, click-through rates, and conversion rates for email campaigns.
  10. Brand Awareness: Measures how recognisable your brand is to consumers, often through metrics like brand mentions and website traffic.
These ten simple to calculate KPIs provide a comprehensive view of marketing performance, from financial impact to customer behaviour and brand perception.
___
Please contact me about any aspect of improving your business sales, online and offline marketing and growth aspirations.

DIGITAL MARKETING: The New Kid On The Block.

| admin

I’m going to introduce you to an innovation around Internet search you have possibly not heard about, but will undoubtedly dominate the conversation (excuse the pun) in the near future.

Every now and then there’s a paradigm shift that alters the way we behave and that moves from something niche, to serious mainstream. Have you ever read Malcolm Gladwell’s The Tipping Point? I recommend it to anyone interested in human behaviour and especially where everyday technology applies.

If you are relying upon your website and its performance in search and in 2025 that means Google, you need to understand there is a new kid on the block who is not going away.

That’s ‘Conversational Search’ or CCAI to give it the correct acronym. The usurper of SEO?

Have you noticed how you might have started to use conversational language in the search field? Example a search ‘Rolex For Sale Near Me’ becomes ‘What are the most popular new luxury watches that hold their value?’.

If people are searching the latter and you’ve optimised your site only to rank on Google or with less relevancy or authoritative information you won’t do so well in CCAI, that could have profound effects on your business. As the investment guru Warren Buffet says ‘If you have all your eggs in one basket, you better keep an eye on the basket’. I’d put money on the majority of business owners being myopic about their Google ranking with little interest in alternatives. Let’s be honest, people like me exist because many businesses are not even strong on Google!

So, is CCAI the future of online information retrieval? In January 2025, the landscape of online search is rapidly evolving. CCAI is gaining traction and challenging the traditional search paradigm nowadays dominated by Google. But could it replace the search giant and undermine our SEO tactics? I’m old enough to remember the Nineties where ranking, even inclusion on Yahoo was vital to search success. Anyone remember Alta Vista?

Advantages of Conversational AI Search

  1. Natural Interactions: Users can ask questions in their own words, making the search process more intuitive and user-friendly.
  2. Direct Answers: Instead of a list of links, CCAI provides concise, contextually relevant responses, saving time and effort. Great for research.
  3. Personalisation: AI can tailor responses based on user preferences and previous interactions, offering a more personalised experience.

Challenges and Limitations

  1. Accuracy Concerns: While improving, we’re still at ‘Ford Model T’ stage, AI can still misinterpret queries or provide incomplete information.
  2. Data Recency: Traditional search engines often have more up-to-date information, crucial for current events and rapidly changing topics.
  3. Comprehensive Results: Google’s vast index and sophisticated algorithms still provide a broad range of sources and perspectives although have you noticed how dated many search results are nowadays?
  4. Self Referencing: A real issue with AI is self referencing, where results from AI are included in new website content, thus in time overemphasise importance.

My Verdict

While Conversational AI search is making significant strides, it’s unlikely to completely replace Google in the near future. Instead, we’re moving towards a complementary ecosystem where both technologies coexist, each serving different user needs and preferences. As professionals, it’s crucial to stay informed about these advancements and consider how they might impact our industries. We’ve become complacent with Google SEO fettling, the future of these new search alternatives is exciting, and it’s clear AI will have a role in reshaping it.

What are your thoughts on the future of search? Have you begun to use conversational language in your Internet searches? What will you do to create content that searches effectively in all models?

__
As ever, please Like, Share, Save and Follow and please contact me if you would like to discuss improving your digital marketing and growth strategy.

ADVERT: DIGITAL MARKETING FROM £99 P/M

| admin

Satisfy your New Year Resolution to kickstart your business growth in 2025!

JANUARY SPECIAL OFFER

Steve Coulter Creative Facebook Post 001 - 070125


Professional digital marketing services from just £99 per month. 

– Boost your presence online and on social media.
– Drive quality enquiries to your business.
– Start conversations with new prospects.
– Achieve measurable results to improve next time.

MIX & MATCH

Let’s work together, whether your website is lagging behind in search results, locally or against your competitors, or your social media channels lack direction, we can work out a bespoke plan for January and the future.

– SEO – (Search Engine Optimisation) Optimise your website to rank higher in local search.
– Google Search – Improve your local search results.
– Social Media – Create branded eye-catching posts with great content and hashtags.
– Audit your complete online presence and strategy.

Unlike other agencies whose similar offer is limited to an amount of social posts we will work together on a specific area of your digital marketing that requires improvement.

Reasonably priced upgrade, copywriting and scheduling offers available.

Don’t miss out, this offer ends 31st January. Contact me today and let’s work together.