How will the GDPR and ePrivacy Directive affect your marketing?

Posted on Feb 22 2017 by Darren Farnden | No Comments

As marketers we’re used to dealing with changes and advancements, be they in the technology we promote and sell, the marketing practices and techniques that we use or the laws and regulations we must abide by. With regards to the latter, there are some significant changes on the horizon that we should all be aware of and adapt our marketing to comply with.

1. General Data Protection Regulation (GDPR)

General Data Protection Regulation (GDPR) is new European legislation that will come into force from 25th May 2018 and although the UK will be in the process of leaving the EU by then, it will still apply to anyone who collects or processes the personal data of any EU citizen. The UK Government is also expected to introduce ‘equivalent’ legislation to ensure we are able to continue to trade effectively with the EU post-Brexit. Therefore, it’s important we all know how to comply with GDPR and understand the effect it will have on our businesses, and in particular our marketing activities.

This new legislation is making headlines due to the tough financial penalties it threatens for data breaches – 4% of global turnover or €20 million. Whilst the security of our data is very important this legislation has wider reaching implications for marketers including:

Share this article:
Share
Read More »

Will rural customers be left out in the cold again?

Posted on Jan 31 2017 by Darren Farnden | No Comments

Just when we thought things were looking up for rural customers suffering from low speeds and poor service with the Government’s 10Mbps USO plans, it looks like a spanner has been thrown into the works by Sky Broadband’s new advertising approach.

It was recently reported by ISPReview.co.uk that Sky Broadband has changed their Internet access packages and will no longer sell broadband (of any type) to customers unable to support a Minimum Access Line Speed (MALS) of 2Mbps.

Why? Well, this news follows recent changes to the providers’ advertising approach where they now promote average speeds as opposed to the more prevalent ‘up to’ speed approach used by the majority of the industry (including Sky previously).

Share this article:
Share
Read More »

Getting in on the action – opportunities in the SME market

Posted on Jan 24 2017 by Darren Farnden | No Comments

Unless you’re an analyst by trade or nature, wading through market research to pinpoint opportunities can be at best time-consuming and at worst, difficult. So wouldn’t it be great if someone did all the reading for you and produced a guide to the opportunities that they’d identified on your behalf, leaving you time to do your actual day-job?

Look no further, for that is exactly what we’ve done. Our latest ebook – Connectivity opportunity in the SME marketplace – is a guide to the opportunities we’ve identified by analysing the latest stats to be published by Ofcom in their SME Consumer Experience Report 2016, which was published earlier this month.

Share this article:
Share
Read More »

How to start small with Big Data

Posted on Aug 31 2016 by Darren Farnden | No Comments

It seems you can’t read anything marketing related these days without encountering at least one mention of ‘Big Data’, the latest ‘it’ thing that helps businesses to build a single view of the customer for better business efficiency and greater sales and marketing success. But the smaller business can often be overwhelmed or put off investing in data analysis – after all, the thought of having to fund massive data warehouses with enough hardware and bandwidth to cater for zetabytes of data and the teams of analysts needed to interpret all of the information produced is enough to give any SME owner palpitations. Sometimes it’s less about the resources needed to make use of Big Data and more about where to begin – with data available in large quantities, how do you know that you’re working with the right data and how do you turn the insight generated into actions that will have a positive impact on the business? The good news is that it’s possible to start small with Big Data, working in an incremental way to slowly build up how you use customer data and insight to develop your customer centric sales and marketing activity that will have a positive effect on your business.

Share this article:
Share
Read More »

Are the ASA and Ofcom ignoring the UK’s smaller ISPs yet again?

Posted on Jan 26 2016 by Darren Farnden | No Comments

News broke late last week that the ASA’s (Advertising Standards Authority) and Ofcom’s recent joint study into customers’ understanding of advertised broadband pricing has found it is ‘likely to mislead’ customers and in response they plan to impose a number of changes on all ISPs from 30th May 2016.

The suggested changes are as follows:

– Advertise all-inclusive up-front and monthly costs; no more separating out line rental

– Greater prominence for the contract length and any post-discount pricing

– Greater prominence for up-front costs

Share this article:
Share
Read More »