Challenge Academy June 2018 - Digital Marketing, Web Traffic and Ecommerce

Digital Marketing,
Web Trafﬁc and Ecommerce
University of Wolverhampton
Philip Oakley
19th June 2018

Digital capabilities helped
boost revenues by 4.4% and
reduce costs by 4.3%

SMEs with a strong web presence on
average grow more than twice as
quickly as those with minimal or no
presence, export twice as much, and
create twice as many jobs.

4 things most
businesses need to do
to remain competitive:

Strong Web
Presence
Use the
Cloud
Digitise the
Back Oﬃce
Sell Online

Strong Web
Presence
Use the
Cloud
Integrate the
Back Oﬃce
Sell Online

Google Free Tool Links
» Search Console: https://www.google.com/webmasters/
tools/home
» Google Analytics: https://analytics.google.com/
analytics/web/
» Google Adwords Keywords Tool: https://
adwords.google.com/intl/en_uk/home/tools/keyword-
planner/

Search Console Tip!
» If you have added a secure certificate
(HTTPS://) to your website recently you
will need to add it again to Search
Console as a new domain

Tip: Add all 4
» https://www.mywebsite.co.uk
» https://mywebsite.co.uk
» http://www.mywebsite.co.uk
» http://mywebsite.co.uk

Google Search Console Info
» Google Health Check
» Crawl Errors
» Security Issues
» Submit Site Map
» KEYWORD SEARCHES!

Get More Trafﬁc
• Advertise/PPC

• Social Media

• On Page SEO

• Long Tail Keywords

• Guest Blogging

• Get inbound links

• Post content to Linkedin

• User Schema Microdata
• Strong Internal Links

• Email Marketing

• Make Mobile Responsive

• Improve site speed

• Study your Analytics

• Include Video in Content

• Add website to all other
marketing

• Webinars

• Podcasts

GDPR Website
Requirements
• Cookie Notice

• Cookie Policy with Cookie Audit

• GDPR Privacy Policy link on each page

• GDPR Link highlighted on all contact forms

• HTTPS Certiﬁcate on website with forms and ecommerce

• Terms of Use (referencing GDPR Privacy Policy)

Ecommerce
• Who should sell online?
• Ecommerce Marketplaces
• Ecommerce Platforms

Ecommerce
Who should
sell online?

"The difference between Amazon and us, is Amazon is
more like an empire — everything they control
themselves, buy and sell," Ma said. "Our philosophy is
that we want to be an ecosystem. Our philosophy is to
empower others to sell, empower others to service,
making sure the other people are more powerful than
us.
With our technology, our innovation, our partners — 10
million small business sellers — they can compete
with Microsoft and IBM. Our philosophy is, using
internet technology we can make every company
become Amazon.

Alibaba Stats and info
•On 11/11/2017 sold $25.4 billion in 1 day
•As big as an Amazon
•Focus on small businesses
•B2B as well as B2C
•Helps import from China and rest of world
•Helps export to China and rest of the
world

Online sales
Accounts
Example Setup

Online sales
On Premise Sales
Accounts
Example Setup

Online sales
On Premise Sales Customer Support
Accounts
Example Setup

Online sales
On Premise Sales Customer Support
Stock Control
Accounts
Example Setup

https://www.outserveweb.co.uk/ecom

Digital Marketing
• What Digital Marketing are people using?
• What Different Digital Marketing are available?
• How to choose the right platform?

Net Promoter Score
• The Question?
How likely is it that you would
recommend our company/product/
service to a friend or colleague?
Answer 0-10 (where 10 is very likely)

NPS Feedback Loop
0-6 - What could do to improve your score?
7-8 - What could we do to get an even higher score
9-10 - What makes us so good

Brexit Opportunities
• Weaker pound means more potential for exports
• Non EU country opportunities
•

Under the new timetable:
• businesses with a turnover above the VAT threshold (currently £85,000) will
have to keep digital records and for VAT purposes
• need to do so from 1st April 2019
• businesses will be asked to keep digital records, and update HMRC quarterly,
for other taxes from 2020 at the earliest

2019 Changes for Business
March
29
April
1

What we don’t know
• LOTS!

What we think we know
1. Moving to cloud based accounting early
should help with the transition
2. Leaving it to the last minute to move to
cloud solutions is giving everyone extra
work and stress

What is..
General
Data
Protection
R

What is..
General
Data
Protection
Regulation

What is GDPR?
• Replaces the Data Protection Act 1998 - transposed into law
from Data Protection Directive 1995
• Aims to support the digital single market and give data subjects
control over their personal data
• Came in to force on 24th May 2016 – enforceable from 25th May
2018
• EU Regulation – has direct effect – no local legislation required
• Wide scope & coverage
• Guidance on interpretation and compliance still being
developed
• UK Government has confirmed applicability in UK
notwithstanding Brexit

Definitions
Data Controller
“the natural or legal person… which … determines the
purpose and means of the processing of personal data”

Definitions
• Data Subject • “an identified or identifiable natural person”

Definitions
• Personal Data • “any information relating to an identified
or identifiable natural person (‘data subject’); an
identifiable natural person is one who can be identified,
directly or indirectly, in particular by reference to an
identifier such as a name, an identification number,
location data….”

Definitions
• Processing “any operation or set of operations which is
performed on personal data or on sets of personal data
whether or not by automated means, such as collection,
recording, organisation, structuring, storage…

Personal Information shall be:
1. Processed lawfully, fairly and in a transparent manner
2. Collected for speciﬁed, explicit and legitimate purposes
3. Adequate, relevant, and limited to what is necessary
4. Accurate and, where necessary, kept up-to-date
5 .Retained only for as long as necessary
6. Processed in an appropriate manner to maintain security

The GDPR provides the
following rights for individuals:
1. The right to be informed (privacy notice)
2. The right of access (show me what you have got!)
3. The right to rectification (correct what you have and
correct people you have told)
4. The right to erasure (delete what you have)
5. The right to restrict processing (stop doing things
with my data!)
6. The right to data portability (transfer my data to me
or a 3rd party in a meaningful format)
7. The right to object (stop it!)
8. Rights in relation to automated decision making and
profiling.
https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/individuals-rights/

Practical Issues
•Ensuring all websites have secure certificate - https://
•Assessing your use of email as an insecure
communication method
•Having record of all consent of marketing lists
•Review options for gaining explicit consent where
required
•Update privacy policies and contracts
•Document your systems to cover all requirements
•Train staff
https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/individuals-rights/

Consequences
Failure to comply with these
laws could lead to a fine of
up to €20 million (£17
million), or 4% of your
global turnover (whichever
is greater).

In 2017 JD Weatherspoon
deleted its entire
customer database of
600,000 emails

Who does GDPR apply to?
• All ‘data controllers’ and ‘data processors’

What data?
• Staff data
• Customer data
• Prospect data
• Supplier data

What is Personal Data?
• an identifiable natural person is one who can be
identified, directly or indirectly, in particular by
reference to an identifier such as a name, an
identification number, location number, an online
identifier or to one or more factors specific to the
physical, physiological, genetic, mental, economic,
cultural or social identity of that natural person.
• Includes
• IP Addresses
• Mobile device ID

What is sensitive personal
data
(a) the racial or ethnic origin of the data subject;
(b) his political opinions;
(c) his religious beliefs or other beliefs of a similar nature;
(d) whether he is a member of a trade union;
(e) his physical or mental health or condition;
(f) his sexual life;
(g) the commission or alleged commission by him of any
offence; or
(h) any proceedings for any offence committed or alleged
to have been committed by him, the disposal of such
proceedings or the sentence of any court in such
proceedings.

https://ico.org.uk/media/1624219/preparing-for-the-gdpr-12-steps.pdf

Have a plan of action
• Review the data you hold
• Confirm on what basis you hold the data
• Delete any data you do not need
• Confirm consent for communication
• Secure all data and document how you do that
• Document all processes and systems for potential
audit

Note that this presentation represents the views of the author solely, and are not
intended to constitute legal advice.
www.outserveweb.co.uk/cheshire
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Software
CRM
https://www.hubspot.com/
Survey Software
https://www.surveymonkey.net/
Accounts Software
https://www.xero.com/uk/
https://quickbooks.intuit.com/uk/
Online payments
https://gocardless.com/
https://www.paypal.com/gb/home
https://stripe.com/gb
Email Marketing
https://mailchimp.com/
Automation
https://www.receipt-bank.com/
https://chaserhq.com/
Links
Integration
https://zapier.com/
http://www.onesaas.com/
Ecommerce
https://www.ebay.co.uk/
https://sellercentral.amazon.co.uk
https://www.alibaba.com/
Exporting
https://selling-online-overseas.export.great.gov.uk/
Making Tax Digital
https://www.gov.uk/government/publications/making-tax-
digital/overview-of-making-tax-digital
GDPR
https://ico.org.uk/media/1624219/preparing-for-the-
gdpr-12-steps.pdf

Challenge Academy June 2018 - Digital Marketing, Web Traffic and Ecommerce

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Challenge Academy June 2018 - Digital Marketing, Web Traffic and Ecommerce