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.Read More »
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
- ISPReview.co.uk: Broadband ISPs Face New Advertising Rules to Stop Misleading Prices
You’re aware of what your competitors are up to aren’t you? You know what products they offer and how much they charge? That’s all you need to know, right? Well actually, you may well be missing a trick or two by not evaluating other areas of their business and seeing how you measure up. Benchmarking your business objectives, positioning and marketing against that of your leading competitors could help you gain valuable insights into your own performance and highlight areas of improvement or new opportunities.
Our new eBook ‘7 Things You Must Know About Your Competitors’ explains 7 of the key areas to consider when trying to differentiate yourself.Read More »
The pricing war in the consumer broadband market continues apace with lower and lower headline costs being announced every week. It’s becoming increasingly difficult for smaller ISPs to compete within this market, if you plan to compete based on price alone, that is. Realistically, only the big providers with large scale customer volumes can succeed with this strategy, and even then it’s not necessarily viable in the long term. With such a price sensitive market, is bargain broadband pricing driving customer churn and if so, how do we beat this to successfully retain customers?
- ISPReview.co.uk: UK ISP SSE Shocks with 2 Years FREE Broadband and Calls
How does pricing affect churn?
It’s generally agreed that it costs more to attract and recruit new customers than it does to retain existing ones. Forrester Research suggests it could cost up to 5 times more! So, it makes sense to aim to retain customers and reduce your churn. Not to mention the ongoing marketing and general business benefits gained from having a happy, long-term, ‘sticky’ customer base.Read More »
Last year we discussed the campaign being led by ‘Which?’ demanding guaranteed broadband speeds and slating a number of the larger ISPs for not delivering what their headline advertised speeds promised. Unfortunately, whilst we ISP types are well aware that it’s simply not that easy to ‘guarantee’ broadband speeds, Which? has reignited its campaign and whilst its intentions are good, the demands simply aren’t feasible.
Based on a recent report from Ofcom which sampled approx. 2000 connections Which? has used the findings to further promote its campaign to convince the ASA to change the current advertising guidelines governing broadband speeds. Currently, ISPs are required to advertise headline speed claims based on actual speeds achieved by at least 10% of their customer base. Which? argues that this recent survey shows ISPs are not conforming to these guidelines, which the ISPs dispute. It is also demanding a tougher ‘majority’ based calculation, wants providers to back up arguably generic statements such as ‘superfast’ with actual speed information and requests a crackdown by regulators on confusing adverts.Read More »