Author: David Ranby

  • What do many housebuilders NOT do?

    What do many housebuilders NOT do?

    The digital landscape will always change, from creatives to PEST, from tools to skills. Do housebuilders keep up, adopt, or execute the strategies needed to respond to these opportunities? Persona planning is an often overlooked or badly executed process. Building variable personas allows marketing planners to develop communications to address different needs/desires and buying stage…

  • Creation of a 3D Product Configurator

    Creation of a 3D Product Configurator

    The challenge How to provide the means for a house buyer to see the actual house, in the environment they will move into select all the fixtures and fittings, online, and buy them choose from thousands or options, not dozens Deliver quality imagery The solution? The 3D Source Configurator… The Challenge Traditionally, selling new houses…

  • GDPR; New laws that online may not be ready for

    GDPR; New laws that online may not be ready for

    May 2018; The new General Data Protection Regulations come into effect, and how many websites will be ready for it? How many businesses will be ready to pay the fines for non-compliance; 4% turnover or €50million (whichever is greater)? In a few months time many businesses are in for a major shock….. because GDPR is a game-changer!…

  • Digital Skills; How far can outsourcing go?

    Digital Skills; How far can outsourcing go?

    Outsourcing as strategy Companies increasingly outsource specialist services and logistics; Accounting, HR, Delivery, server hosting, advertising etc. The arguments for such a strategy frequently refer to flexibility, access to unique skill and reducing employee costs. But services need to be managed. The outsourced work needs specifying. The output then needs judging and implementing.Who in the…

  • What happened when the consultant stopped helping…

    What happened when the consultant stopped helping…

    …and the agency didn’t deliver the brief We took on a project the autumn of 2013 acting as web strategy consultants/web project managers for a business with no direct knowledge of digital projects. The client needed a new website but had no in-house expertise in digital projects to brought Braid in to manage the exercise.…

  • Utility companies; The customer always pays…and pays….and pays.

    Utility companies; The customer always pays…and pays….and pays.

    Utility Companies; a customer’s (failed) Great Expectations Sharp practises; Questionable contract terms; Ludicrous charges; Not-customer service….? Any of these thoughts seem familiar? Well here is part 1 of a simple little story to exemplify just how much the average consumer should modify their “Great Expectations” Situation You have had a family contract for 2 years…

  • Post Christmas 2013; online winners and losers

    Post Christmas 2013; online winners and losers

    Ecommerce Winners and Losers The 2014 Christmas trading announcements highlight the apparent impact of the internet. The volume of web sales will overtake high-street revenues for many businesses in the near future (if not already!) But what can we project as likely impacts of the most recent “positive” reports? 1. Knee-jerk agony You can picture…

  • Organic search marketing; an unrewarding fight

    Organic search marketing or SEO has always been challenging, but here are some thoughts on why it could become redundant.  The endless struggle to attain the top organic positions becomes ever more challenging due to the monthly tweaks of Panda and the Penguin changes.  But there are more fundamental issues that are reducing the significance…

  • Sage 50 and e-commerce solutions

    A problem for SME’s The Sage 50 accounts package is designed to save time, deliver accurate data and, in many cases, act as the first port of call for stock management. Accounting packages are not often associated with powering e-commerce solutions. Certainly not at a cost that makes them accessible to small businesses. Or so…

  • Practical usability testing; the 5-second surprise

    Practical usability testing of websites I was researching some data on website usability recently. Having been involved in many usability tests over the years I am perhaps now programmed to view issues in a similar way all the time. Equally, having been involved in statistical studies for sites such as superbreak.com, citybaseapartments, Yorkshire.com and many…

  • Email marketing double entendre

    I cant decide whether this is a very clever piece of email marketing, or a genuine mistake by a slightly naive marketing department?  Certainly the spam filters didn’t seem to mind the reference in the title! And a small update; the website itself provides further entertainment, informing just what these gauntlets protect you from. What is intriguing is that…

  • Spot the web strategy Nobb

    Managing a client who’s fishing for free web marketing strategies (No obvious brief or budget; Nobb) The bane of every consultant and agency is the enquiry which looks like a potential project, but quickly turns into a waste of time, leaving the agency/consultant feeling rather used. So how do you spot, manage, deter or convert a “nobb” client…

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