Business

DIGITAL MARKETING: The Elephant In The Room

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Can we talk about the elephant in the room?  

An elephant in the room.

Working with Digital Marketing Agencies can feel like a roller coaster, starting with high hopes but soon hitting a dip. As a former business consumer of digital products as well as a nowadays provider, I feel your pain.

Truth 💣 Most companies hit serious jams with their suppliers. You know the story; costs out of nowhere, amendments ongoing weeks later, and updates somewhere between no hope and Bob Hope.

Don’t get me started on generic websites that could belong to anyone and miss your brand style and the best bits.

Then when you’re live, your website supplier entered witness protection and disappeared to Costa Rica.

Here’s where myself and team are different:

First of all you can contact me personally for an informal free initial consultation. WhatsApp me your domain and any other pertinent marketing links and I’ll give it a 3.5 decade expert and experienced once over.

Then once we have decided upon a plan, we believe in keeping it real with clear agreed in advance pricing you can budget for. Timelines and prices that don’t make you laugh (or cry), myself or team will remain in touch during and afterwards.

So if you’re website is tired, needs some new relevant SEO optimised content or an update with no dramas. Please contact me and let’s chat.

—-

Experienced SME business owner since 1987, digital marketing consultant and content creative. Tech-savvy early adopter now helping businesses evolve & grow.

DIGITAL MARKETING: 10 Off-Site SEO Hacks

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Off-site SEO is not just those backlinks random people offer to sell you in unsolicited e-mails, nor does it need to be a mystery. Here’s some simple and effective off-site SEO ideas that can deliver relatively quick results. Pick and mix!

1. Guest Blogging on High-Authority Sites

Publish content on established websites in your industry. This provides backlinks from trusted domains and exposes your brand to new audiences.

Target the more receptive mid-tier industry blogs and create genuinely valuable content that addresses their audience’s needs. Include one or two natural links back to relevant pages on your site.

2. Build Relationships with Influencers

Connect with industry influencers who can amplify your content and lend credibility to your brand.

Start engaging authentically on their social channels, share their content, and offer genuine value before asking for anything. Small influencers (micro-influencers) often provide better engagement rates and are easier to connect with.

3. Create and Share Infographics

Design shareable infographics that visualise interesting data or concepts in your industry.

Use tools like Canva to create an infographic around trending topics or evergreen information, then share it on social media and your own off-site weblogs linking back to your site. There are Infographic Specialists you can contact to create more sophisticated designs.

4. Participate in Relevant Online Communities

Become an active, helpful member in forums, LinkedIn, Quora, Reddit, or industry-specific communities.

Find questions you can answer expertly, provide thorough responses, and include links to your content only when directly relevant. Build reputation first, then leverage it for visibility.

5. Leverage Local SEO and Business Directories

Ensure your business is listed consistently across major directories and review sites.

Claim and optimise your Google Business Profile, then systematically add your business to top directories like Yelp, Yellow Pages, and industry-specific listings. Ensure NAP (Name, Address, Phone) consistency across all platforms.

6. Repurpose Content Across Platforms

Transform your existing content into different formats to reach wider audiences.

Turn a popular blog post into a YouTube video, SlideShare presentation, or podcast episode. Each new format creates opportunities for different backlink sources and audience exposure.

7. Build Strategic Partnerships

Collaborate with complementary (non-competing) businesses in your industry for mutual promotion.

Identify potential partners and propose content swaps, joint webinars, or co-created resources. This can quickly expand your reach to pre-qualified audiences.

8. Leverage Social Proof and Testimonials

Showcase client success stories and testimonials on third-party platforms.

Request satisfied customers to leave reviews on Google, industry review sites, or testimonials you can share. Then amplify these positive experiences through case studies that others in the industry might link to.

9. Create Skyscraper Content and Strategic Outreach

Research top-performing content in your niche, then create something significantly better – more comprehensive, up-to-date, and visually appealing.

Use tools like Semrush to find content with lots of backlinks, improve upon it, then reach out to sites currently linking to the original piece, showing them your superior version.

10. Create Your Own Industry Weblogs 

Create and maintain with regular updates independent weblogs relevant to your own industry. These evergreen resources will direct visitors to your site for yours to come.

Publish the kind of information people are searching for in longer form content than your own website. Use Google search and look at the search term suggestions to inspire content. Also, these are great for long-tail keywords.

Quick Tip: Rather than trying all strategies at once, pick 2-3 that align best with your resources and industry, then execute them thoroughly before moving on to others. Track results to see which approaches work best for your specific situation.

I can help with any of your digital marketing solutions, please contact me. 

—

Steve Coulter is an experienced SME business owner since 1987. Digital marketing consultant and content creative. Tech-savvy early adopter now helping businesses evolve & grow.​​​​​​​​​​​​​​​​

Originally published on LinkedIn.

 

 

COMMENTARY: How To Avoid Area 14 Syndrome

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SME Business Owners: How To Avoid Area 14 Syndrome.

During the Nineties I managed car sales at a franchised car dealership. We were savvy negotiating targets with all suppliers, as a consequence with application, quality of service & great local marketing, our team hit higher target bands to maximise the bonuses. However, I specifically avoided those conversations with other managers & owners who complained about everything; the franchise, their target, local activity and how everything was so difficult. Not so easy in an era of telephone negotiated dealer stock swaps for sold orders, but we had a great team & I didn’t make all the calls. When we hit 140% of sales target AKA the big bucks while the majority were on 90% I named it ‘Area 14 Syndrome’.

I’m talking about this because right now it’s so easy to talk the economy and business down. The news, OMG it’s so negative. Either the national or international news, or on social media. There’s never been a time like it. Twenty four hours. Relentless.

So, it’s incumbent on you and I as business owners and managers to be self-starters and move the dial, because nobody is going to do it for us.

First up, for example; let’s try not to let the seemingly arbitrary new Trump Tariffs affect our mood, conversation, or how we perceive our own business is going to alter as a result. The US Dollar has strengthened against the Great British Pound blah blah blah.. There’s a thousand outcomes, they’re not all bad.

Secondly, the government has a big job rebooting a U.K. economy that’s flat and dominated by major corporations and monopolies. How do you motivate businesses already making £Billions to sell more? But we’re not thinking about them.

In 2025, a vital foundation for your company is an effective, reliable website. Take a look at yours and check how well it represents your business, attracts sales and addresses the typical problems you might need to overcome such as;

Communicating your capabilities
Generating leads
Specialist recruitment
Building trust
Managing complex sales and manufacturing cycles
Differentiating your business from competitors
Adopting new technologies
Supply chain communication
After-sales support and technical documentation
Expansion into new markets and translation.

These are just a few of the typical problems SME sized businesses in industry need to overcome. You could do worse in February to audit your business website to see which of those require attention, the last time they were altered, or indeed any others you can think of. What will make you more profit?

If my ‘Half Full Essay’ resonates and you would like to work with an enthusiastic Digital Marketing supplier then please contact me, I’ve a great team for any project.

DIGITAL MARKETING: Why You Need A WordPress Website

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Why Your Business Needs a WordPress Website: Here’s 10 Compelling Reasons to Invest. 

Are you running a small or medium-sized business without a proper website? Or indeed a dated or broken one? You’re leaving money on the table. WordPress powers over 43% of all websites on the internet, and there’s a good reason for that. Here’s why your business should invest in an affordable WordPress website from Team SCC today.

1. Cost-Effective Solution

WordPress from Team SCC offers professional-looking templates and themes at a very affordable cost. In addition to your website you only need to pay a nominal amount for hosting, a great domain name, and occasionally premium themes or plugins.

2. Easy to Update Without Technical Skills

Remember the days of calling your web developer for every small change? WordPress puts you in control. The user-friendly dashboard lets you update content, add images, and publish blog posts as easily as using Microsoft Word. Your team can handle it without any coding knowledge. Of course Team SCC are here in reserve!

3. Mobile-Ready Out of the Box

Your customers are on their phones – your website needs to be too. Modern WordPress themes automatically adjust to any screen size, whether it’s a smartphone, tablet, or desktop. No extra work needed on your part. Dynamic Websites R Us!

4. Built-In SEO Features

Getting found on Google is vital for business growth. WordPress comes with built-in SEO features and can be enhanced with powerful plugins. Better search rankings mean more customers finding your business naturally. So, it pays for itself.

5. Scalable as Your Business Grows

Starting small? Low budget? No problem. WordPress grows with you. Add new features, pages, or even an online store when you’re ready. Major brands like The Walt Disney Company and Sony Music use WordPress – it’s that scalable. We build great e-commerce websites using WP.

6. Extensive Plugin Marketplace

Need a contact form? Want to add social media feeds? Looking to start email marketing? There’s a plugin for everything. WordPress’s plugin directory has over 59,000 free options to extend your website’s functionality.

7. Security and Regular Updates

WordPress is actively maintained by thousands of developers worldwide. Regular security updates keep your website safe from cyber threats. With basic security plugins and good hosting, your site stays protected.

8. Built-In Blog Platform

Content marketing drives sales, and WordPress started as a blogging platform. I was there! Share your expertise, announce new products, or keep customers updated – all from the same dashboard you use to manage your website.

9. Support from Team SCC

Team SCC is ready to help if your site is malfunctioning or there is an upgrade you need, or an update you’re uncertain about.

10. Integration with Business Tools

Connect your website with the tools you already use. WordPress plays nice with everything from payment processors and CRM systems to social media platforms and email marketing services. We can help here too.

Take Action Today

Don’t let your competition get ahead. Setting up a WordPress website with Team SCC is easier than you think:

1. We can recommend a reliable and sustainable hosting provider

2. Select a great domain name and a professional theme that suits your brand

3. Install the essential plugins

4. Add SEO & CAI* optimised content

5. Press Go!

Your business deserves a strong online presence, and WordPress & Team SCC makes it possible without breaking the bank.

Your future customers are searching online right now. Make sure they find you with a professional website.

Call or message me to get started.

—-

Steve Coulter the principal at SCC is a Sales & Marketing expert, consultant & creative with 35+ years in senior leadership & entrepreneurship, primarily in automotive & e-commerce. A tech-savvy early adopter helping businesses evolve & grow.​​​​​​​​​​​​​​​​

*CAI is Conversational AI – the searchable content of the future. 

ADVERT: Big Results, Small Budget

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Digital marketing advert for Steve Coulter Creative February 2025

Big Results, Small Budget: Digital Marketing That Doesn’t Break the Bank.

Small & medium sized businesses often feel like David facing Goliath. Out of reach advertising & marketing agencies working for larger businesses with greater budgets make competing and growth for you seem impossible.

But what if you could unlock powerful digital strategies without emptying your business account?

From a Tight Budget to a Towering & Enduring Success…

✓ Research – Always aim to understand your business, philosophy, products and competition before creating anything.
✓ Transparent – Agreed pricing with no hidden fees.
✓ Communication – No jargon just simple updates.
✓ Affordable – Ensuring value for money.
✓ ROI – Creating highly effective digital marketing that reflects your brand.

Contact me today and let’s work together to grow your business.

—

Sales & marketing consultant & creative with 35+ years in senior leadership & entrepreneurship, primarily in automotive & online. Tech-savvy early adopter helping businesses evolve & grow.​​​​​​​​​​​​​​​​

For more insight and my own advertising and marketing philosophy please bookmark this website and follow me on LinkedIn.

MARKETING PHILOSOPHY: Key Components

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Having confirmed solid foundations in the business and marketing strategy these are the components of a successful marketing campaign.

This typically involves several key components that work together to achieve specific business objectives. Here are some of the most critical elements:

Clear Objectives and Strategy
Goals: Define what the campaign aims to achieve, such as increasing brand awareness or boosting sales.
Strategy: Develop a comprehensive plan that outlines how these goals will be met, including target audience identification and messaging.

Understanding the Market and Audience
Market Research: Conduct thorough research to understand the target audience’s needs, preferences, and behaviours.
Segmentation and Targeting: Identify specific segments of the market to target with tailored messaging.

Compelling Message and Content
Message Clarity: Craft a clear and compelling message that resonates with the audience.
Content Creation: Develop engaging content that captures attention and conveys the intended message effectively.

Media and Channel Selection
Media Channels: Choose the most effective channels to reach the target audience, such as social media, email, or traditional media.
Cross-Channel Integration: Ensure a seamless experience across multiple channels to maximise reach and engagement synergy.

Budget and Resource Allocation
Budget Planning: Establish a budget that accounts for all campaign costs and potential risks.
Resource Allocation: Ensure that sufficient resources are allocated to support campaign execution and evaluation.

Execution Plan and Timing
Project Plan: Develop a detailed project plan that outlines timelines, milestones, and responsibilities.
Timing: Identify the optimal moments to launch and adjust the campaign based on audience receptivity.

Monitoring and Evaluation
KPIs: Set key performance indicators (KPIs) to measure campaign success, such as sales revenue, customer retention, or ROI.
Continuous Evaluation: Regularly assess campaign performance and make adjustments as needed to optimise results.

So…
By integrating these components, businesses can create effective marketing campaigns that drive engagement, conversions, and long-term brand success.

___

Steve Coulter is a sales & marketing consultant & creative with 35+ years in senior leadership & entrepreneurship, primarily in automotive & online. A tech-savvy early adopter helping businesses evolve & grow.​​​​​​​​​​​​​​​​

First published on Linked-In,

MARKETING PHILOSOPHY: It’s All About The Basics

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Today’s weblog post: Ensuring Solid Business and Marketing Fundamentals Before Launching New Campaigns & Initiatives.

In today’s fast-paced digital landscape, businesses often rush to adopt the latest marketing trends and technologies, hoping to quickly capture market share and boost brand visibility. However, this approach can lead to fleeting success if the foundational elements of marketing are not solid. Cementing business and marketing fundamentals before embarking on new advertising and marketing campaigns is crucial for achieving long-term success and building a sustainable brand.

Understanding the Customer

At the heart of successful marketing is a deep understanding of the customer. This involves recognising the hierarchy of needs, wants, and demands, as well as segmenting the market to identify the most relevant target audience. By focusing on customer needs and preferences, thereby solving problems, businesses can create products and services that truly resonate with their audience, leading to higher customer satisfaction and loyalty.

A Strong Value Proposition

A well-defined value proposition is essential for differentiating a company from its competitors and communicating why customers should choose its products or services. This proposition should clearly articulate the unique benefits and solutions offered by the business,  your Unique Selling Proposition (USP) ensuring that marketing efforts are aligned with the company’s overall mission and vision.

Building a Comprehensive Marketing Strategy

A solid marketing strategy serves as the blueprint for achieving business objectives. It involves setting clear, measurable goals, identifying the target audience, and selecting appropriate marketing channels to reach them. By focusing on core marketing principles, such as the four Ps (product, price, promotion, and place), businesses can create a cohesive marketing mix that effectively influences customer purchasing decisions.

Measuring Success and Adapting

To ensure the effectiveness of marketing campaigns, it’s vital to establish key performance indicators (KPIs) and regularly monitor progress. This allows businesses to identify areas for improvement and make informed decisions about future marketing efforts. By staying grounded in fundamental marketing principles, companies can adapt to changing market conditions while maintaining a consistent brand image and message.

So…

While the allure of new marketing trends and technologies can be strong, it’s essential to prioritise the fundamentals of business and marketing. By understanding the customer, crafting a compelling value proposition, building a comprehensive marketing strategy, and continuously measuring success, businesses can lay the groundwork for successful marketing campaigns that drive sustainable growth and foster enduring customer relationships. In a world where marketing landscapes are constantly evolving, relying on proven marketing fundamentals ensures that businesses remain competitive and relevant over time.

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Steve Coulter is a sales & marketing consultant & creative with 35+ years in senior leadership & entrepreneurship, primarily in automotive & online. A tech-savvy early adopter helping businesses evolve & grow.​​​​​​​​​​​​​​​​

First published on Linked-In

ADVERT: No Hype. Just High Performance Websites

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Head Turning Website Designs That Transform Your Digital Presence.

Website Design and Digital Marketing Expert

High performance meets stunning minimalist design. ‘Adding lightness’ with no clutter, just pure digital efficiency that converts visitors into customers.

Website experiences that load in a blink, adapt seamlessly, and deliver your message with crystal clarity and answer all your visitors questions.

Expect:
* Pages that load in milliseconds, not seconds
* Responsive designs that flow effortlessly across all devices
* Clean, purposeful aesthetics
* Solutions engineered by experts to turbocharge your bottom line

Beyond Beautiful…
Like the Porsche 911, website design is constantly evolving. Each pixel must serve a purpose, every intervention intentional. Websites are active digital tools that drive real business results.

Ready to Win?
Contact me today for your 2025 Digital Marketing Audit and to discuss high performance websites, content and outstanding search results.

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

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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

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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

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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

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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.

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

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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.

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MARKETING: A Timeless Philosophy

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❗️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.

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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.

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MARKETING: The Weak Ad Threat

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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.

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