Last year in April the ASA (Advertising Standards Authority) and CAP (Committee of Advertising Practice) released new guidelines governing the advertising of broadband speeds and ‘unlimited’ broadband packages.In a previous article ASA broadband guidelines – What will it mean for resellers? we discussed the details of the guidelines, the likely impact on end users and for the industry and what they would entail for resellers. We came to the conclusion that although we recognised that the ASA and CAP were attempting to protect consumers and prevent them from being misled, the guidelines would cause further confusion and could potentially have a negative impact on the digital divide in the UK. We feared that these guidelines would put a lot of providers off advertising altogether and that this could lead to speed information being withdrawn completely. A year on we review the situation and see what the effect has been. Read More »
Over the past few years, Twitter has become a great resource for businesses to interact with their customers. Whether it’s using Twitter to generate leads or boost brand awareness, we believe it’s important for brands not to shy away from using it.For this reason, we recently created a short article for our channel partners as part of our monthly newsletter programme, listing the ‘20 top tips for business use of Twitter’. Not only that, we have also created our very first infographic full of business related facts about Twitter.
It would of course be hypocritical for us to write an article on Twitter if we weren’t using it as a business ourselves, which is why you can find us by searching for @Entanet or by visiting https://twitter.com/entanet.Read More »
As of Thursday, all British mobile operators will be forced to comply with the Advertising Standards Authority (ASA) guidelines designed to prevent misleading mobile speeds being advertised.
The guidelines have already been in place for some time now for fixed-line broadband providers and are now applicable to mobile operators following a 3 month notice period.
The guidelines operate in much the same way as for fixed-line providers whereby speeds should only be advertised if 10% of their customer base can achieve the speed, whilst also being “clearly explained” to customers. However, the further difficultly mobile operators face is that they must make speed calculations based on the various locations users access the services.Read More »
With all the hype over the past few years being about social media you could be forgiven for thinking that email marketing was in decline, but you’d be wrong. Email marketing is still one of the most popular marketing techniques and one that can yield great results. However for a beginner, email marketing can be intimidating and full of pitfalls, so here are our 12 top tips to help you get started.
- Fourthsource.com: Infographic – Email marketing is very much alive
The top tips
1. The database
Before you do anything you need a database to send the emails to. There are several key factors to consider here; do you purchase a list or build your own? Are your contacts all opt-ins or are you at risk of breaking data protection laws? Is this database relevant to the message you want to send? Is the database clean and up to date? Are you planning to build your own database over time (e.g. a list of existing customers)? You need to consider these points carefully. Most importantly, if you are not sure if your contacts have opted in to your emails – don’t send to them, when purchasing databases the list provider will be able to answer this for you.Read More »
With the rise of social media marketing you could be forgiven for thinking email marketing was in decline and something you no longer need to consider, but it remains one of the most popular and successful marketing activities. Over the next few weeks we plan to publish a new article on this opinion site that describes why email marketing is so useful and provides useful tips to help you get started. Therefore we would like to know how many of our reseller partners are actively involved in email marketing campaigns and how many would like to be but require some guidance. Let us know your thoughts by participating in our new poll and/or leaving us a comment below.
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As if the latest ASA/CAP guidelines dictating how broadband should and shouldn’t be advertised weren’t enough to disarm UK Internet Service Providers’ marketing, another new law is about to come into effect that will cripple all UK companies trying to make best use of the Internet to market their products and services. It’s known as the EU Cookie Law and it comes into force from May 26 2012.
The ASA (Advertising Standards Authority) and CAP (Committee of Advertising Practice) have released their guidelines for the advertising of broadband speeds and ‘unlimited’ broadband packages, which will come into effect from 1st April 2012. We discuss the details of the guidelines, the likely impact on end users and for the industry, and what they will entail for resellers.
Let’s look at broadband speeds first. Currently, the usual practice is for ISPs to advertise the speed of the broadband service based on an ‘up to’ maximum speed achievable by that technology (e.g. ‘up to 24Mbps’ for ADSL2+ or ‘up to 40Mbps’ for FTTC). These headline speeds are supported by disclaimers (in small print), which explain that the actual speed achievable is dependent on the quality and length of the line. At the point of order the end user is then given further information based on their telephone number, which details the access technologies available to them (e.g. ADSL, ADSL2+ or FTTC) and the likely maximum speed they will be able to achieve.
If you’re like most people, you’re already on Facebook; at least have a Twitter account, even if you’ve not tweeted; and maybe even maintain a professional profile on LinkedIn. Are you using them though to help you grow your business? We must receive more than five emails a day from experts claiming to be able to boost our sales through a proactive social media marketing strategy.
There can be no denying that social media is making a big impact. Facebook now has over 750million registered users worldwide and Twitter has 200million. Meanwhile, LinkedIn is said to now have over 100million members and after its recent launch, Google already claims to have 20million on Google+. If we include video in social media, YouTube exceeds 2billion views a day, has 24hours of video uploaded every minute and is available in 24 languages and across 22 countries. Impressive stats!
Even the Government has realised the power of social media networks over recent weeks, with David Cameron investigating ways to stop criminality and violence being organised via these sites in response to the recent riots. Easier said than done I’m sure and that’s another topic.Read More »
In the face of widespread debate about net neutrality and increasing consumer unrest about how Fair Use Policies and traffic management affects their broadband experience , the Broadband Stakeholder group (BSG) and seven of the UK’s largest ISPs have published a new Voluntary Code of Practice regarding broadband transparency. This new code of practice will be piloted by BT, Sky, TalkTalk, Virgin Media, O2, Three and Vodafone throughout 2011, with review and potentially further adoption by other ISPs in early 2012.
Commenting on the new code Antony Walker, CEO of the Broadband Stakeholder Group, said:
“There has been more heat than light in the debate about traffic management over recent years. This commitment to provide clear and comparable information in a common format is very important. It will not only help to ensure consumers are better informed about the services they buy and use, but will also provide a clearer picture for policy makers of the way in which traffic management is actually used in the UK market.
Consumers need to be able to make informed choices about the services they buy and policy makers need to be able to make informed decisions about the policy and regulatory framework they set. This new commitment provides an essential building block for getting both of these things right.”Read More »
There has been an ongoing industry debate over controversial advertising practices regarding broadband for quite some time. ISPs have been criticised repeatedly for advertising broadband quoting maximum achievable headline speeds and for claiming that packages include ‘unlimited’ bandwidth when they are actually subject to Fair Usage Policies (FUPs) and/or traffic shaping. Some argue that advertising broadband in this way causes confusion among customers, often setting their expectations unrealistically high. Therefore last week the ASA (Advertising Standards Agency), BCAP (British Code of Advertising Practice) and CAP (Committee of Advertising Practice) outlined their latest proposals for tackling the issue.
Commenting on the review the ASA state: “In 2010 the ASA asked the bodies that write the Advertising Codes (CAP and BCAP) to review broadband speed claims in advertisements as part of a wider look at advertising in the telecommunications sector.
CAP and BCAP are now consulting on their proposals for new advertising guidance on the use of “Up to” broadband speed and “Unlimited” usage claims in telecommunications advertising.
The key issues are whether consumers can actually achieve advertised speeds and “unlimited” usage of telecommunications services as claimed. The objective is to produce guidance for the industry to aid their interpretation of the Misleading Advertising sections of the CAP and BCAP Codes.”
While we agree there needs to be clarity and accuracy around broadband services we have significant concerns over the review’s proposals which are currently based on the following options:Read More »