What if Net Neutrality is killed in the Caribbean?

On Thursday December 14th, 2017, The Federal Communications Commission voted to dismantle rules regulating the businesses that connect users to the internet. Net Neutrality was repealed. What is Net Neutrality? Net Neutrality prevented ISPs from blocking and throttling certain websites e.g Netflix, Amazon etc. It also prohibited these companies from charging for a higher-quality service or certain content. Although the Commission’s Chairman, Mr. Ajit Pai, indicated that the repeal would benefit consumers as Broadband Companies could offer people a wider variety of service options, I wonder if this were to happen in the Caribbean what would be the state of affairs.

The problem with the Caribbean and Trinidad and Tobago in particular is the lack of options when it comes to service providers and the number of conglomerates owned by a very small percentage of the population. The ill-effects will therefore be multiplied. In other words, with a few people shaking hands the online landscape could immediately become very ugly for smaller businesses and consumers. This would take monopolisation to new heights. Commercial oligarchical collectivism at its best.

This to me would be a death knell for smaller companies trying to compete online as they will no doubt be mercilessly throttled to death. Guaranteed! Consider what already takes place locally, offline. For example, if you were to try to import goods to compete with a larger company, what happens at the Ports when you have to get these goods cleared? Red-tape, delays and hassle. If you start to make too much noise in the industry, the competition simply arranges (behind closed doors) to have you physically frustrated (or throttled) out of business. An equivalent repeal of Net Neutrality in the Caribbean would be a legalised internet version of that scenario.

Moreover, that fact that telecom companies have already attempted to block VoIP calls despite there being regulations in place, is a warning shot across your online bow like no other. Companies like these have already shown their hand and I fear they would not only attempt to recoup monies for their infrastructure but would take absolute advantage of the consumer who depends on it.

Everyone would be affected by this. Everyone. Just imagine an immediate future where your Amazon shopping experience has become so impossible that you are now forced to pay through the teeth at local outlets? Or you are forced to make international calls using your Telecom company’s service simply because Whatspp, Skype etc have become too frustrating or even more expensive than the native service that they offer? Content creators, sad is your portion as well as your options for pushing your content are now limited. Think about having to reinstall cable because Netflix is blocked or Youtube could only be surfed at Dial-up speeds. Perish the thought! In fact annihilate it! However, given our current foreign exchange issues it would not be a surprise to see any Government supporting this as a means to encourage persons to “Buy Local”.

As a result consumers will have to be more informed and choose ISPs not just based on cost but also on the services (e.g. Netflix, Amazon, Whatsapp etc) they use most. ISPs may be able to offer bundled packages for different types of online services giving consumers some choice if they do so fairly. However, these ISPs have proven that even in the face of regulations they will still try to bleed your pocket and squeeze out the possibility of competition. What will happen if the floodgates were to be opened?

As with most things that take place in the US, similar repeals are most likely coming our way soon so be prepared and understand what this means for you.

Earn more from your website

In these tight financial times it is critical that marketing professionals maximize the targeting tools available to them. One of the most underutilized tools is your website. Your website is more than an online brochure. It is capable of giving you incredible insights into your existing and potential clients.

For eons business owners have understood the importance of knowing the type of customers that walk into their business store fronts. It is even more important today to have the ability to analyze those who explore your digital presence. The terms Business Intelligence and Data Science may sound foreboding but there are several tools that simplify data gathering and analysis. The insights you gain can influence decisions and impact your earning potential. A few tweaks to your website may cause your conversion rates to soar.

“It is even more important today to have the ability to analyze those who explore your digital presence.”

Below are four things that could be taken for granted in the absence of data:

International interest:

Unbeknownst to you, your product or service may currently be getting a lot of interest from regional or international countries. This is precious data especially during a recession. With this information you can target your advertising to specific cities/countries and optimize your marketing spend and open up opportunities.

My website works:

You may be thinking that “I’ve just revamped my website and it looks really nice. The General Manager, President and Marketing Manager are really happy with it.” While it is very important that key stakeholders within your organisation are happy with your web presence, are your customers using it to its full potential? Without analytical data it is difficult to tell. Maybe you are already getting a good amount of business via your website. However, analyzing your visitors’ behavioural stats may make it possible for you to earn even more.

People enter my website via the home page:

A lot of time and resources are spent revamping/redesigning the home page of websites while paying little attention to subsequent pages. It is important to find out which pages or blogs are the most used entry points to your website and optimize accordingly. It often is not the home page.

Mobile visitors:

Although the facts about mobile phone penetration are well known, I am always amazed by mobile-device website stats. I recently examined the device visitor details of one website and saw that more than 85% of visitors were using mobile phones to access the website. Not 50% or 75% but 85%. Only 5% were using tablet devices and the rest were laptop/desktop computers. Previously the website owner spent a lot of time optimizing the desktop/tablet version of the website. Clearly the focus needs to be shifted immediately. Although the website is already responsive the thought process was desktop first and mobile second when it really should have been the reverse. Forms would therefore have to be redesigned, text would have to be edited and graphics optimized etc. to cater primarily to a mobile audience.

There are many intelligence tools that could be employed to give you great insights but Google Analytics is by far the most popular and not very difficult to install. I would be happy to help you install and provide you with some key insights that could help expand your company’s earning potential. Feel free to contact me at 1-868-468-4794 or email at info@onverlewis.com or visit https://www.onverlewis.com.

Your Personal Website: Personal Branding

What is Your Personal Brand?

We all are familiar with successful Personal Brands such as those of Michael Kors, Michael Jordon, Calvin Klein etc. The quality of these Personal Brands exceeds the actual quality of the products that their names are etched on. Today, however, Personal Branding is no longer limited to the Fashion, Sports or Entertainment industries. Every professional should be concerned about the value of his/her Personal Brand. Whether you realize it or not each time you go for an interview or meet your next potential customer you are not only advertising your skillset but your entire Brand.

A critical aspect of your Personal Brand is your online presence. Employers and customers and even friends no longer take what you say at face value and will readily ‘Google’ you to find out what you stand for what you really represent.

Do NOT mix Business with Pleasure.

It is always a good idea to decide if you are going to use social media EITHER for business or for personal reasons. Everything that you post affects how people view you professionally. Everything. Mixing your professional achievements alongside strong personal views or excessive selfies is like asking a future client to drink a glass of water with a tip of oil. If you already have a social media presence that you would like to use for professional purposes then be sure to clean it up. The best way to care for the online presence of your Personal Brand is to develop your own Professional Website with your own domain e.g. www.onver.co.uk. You can then keep your social media private for personal networking.

Companies and Personal Branding

Companies should encourage their employees to be concerned about their Personal Brand. After all, your next customer is more likely to hear about you via ‘Word of Mouth’ from one of your employees rather than via an expensive Newspaper ad. The reverse is also true as the next customer you lose is most likely going to be due to one of your employees not valuing their own Personal Brand. If each customer is trained to develop and value their own brand the brand of the entire company is strengthened.

Do you have any questions about Personal Branding or need to get your own personal website created? Please feel free to contact me using the link above.

Facebook Advice – Profile vs Group vs Page

Facebook is a popular social network that can be very beneficial for businesses. When used effectively, it is in my opinion, the most cost-effective form of advertising. The ability for you to specify your target market down to age, interest and location is invaluable. However, there are some businesses that are using the tool improperly as there seems to be confusion as to whether a Profile, Group or Page should be used to represent their company.

Profile vs Group vs Page

What is the difference between the three?

Profiles

Simply put Profiles are for individuals or sole traders; nothing else. There are some companies that use Profiles for their Facebook presence. By doing this companies run the risk of Facebook closing down their accounts at any time. Sole traders who use profiles to advertise their skills must be careful not to mix business with pleasure. No one wants to hire you if openly boast about how many times you got drunk over the weekend. Keep your profiles professional.

Groups

Groups can be created by individuals or businesses. Groups are great for discussions on specific topics or causes and can be used to advertise your business/skills. For example a sole trader may start a photography Group on Facebook and invite persons who have a similar interest to join. Once the discussion is kept fresh and lively the Group could garner quite a following.

Pages

Pages are ideal for businesses. The most powerful features for tracking interaction are found with Pages. Unlike groups which are great for discussions, the posts on a Page are mainly one way traffic. You can use your Page to highlight your different services, offerings etc. Moreover you can then advertise these individual posts or the entire page and attain a decent following in a short space of time. What is great about advertising this way is that you can view real-time feedback of how persons are interacting with your posts and adjust or amend them accordingly.

Please feel free to contact my for any Social Media advice for your company.

 

 

 

 

 

Wedding Countdown Websites

Personalised wedding websites make a wonderful Gift. We have lovely packages to give your wedding or that of your loved one that special touch. We have 3month and 1 year options. Packages include domain name, hosting and maintenance.

Easily share photos, videos, Gift Registry listing, Electronic Guestbook and more. Call Rachel at 749-7300 for more info.

For an example check – www.surijlal.com

3 months TT$2800.00
1 year TT$6000.00

GeekLove-Wordpress-Wedding-Theme

Thinking about that Video Documentary? Think again.

So someone on the marketing team pitches a great idea of creating a wonderful video documentary for television to market your organisation. After all who reads anymore?? Video is the way to go!

ARE YOU SURE?? The stats may surprise you.

The good thing about online marketing is that you can easily measure the effectiveness of your efforts. Marketing professionals can now access tonnes of real-time data almost as soon as an ad campaign begins. Prior to having these kinds of stats companies would just allocate a budget for TV, radio and newspaper ads etc hope for the best. They would then conduct some surveys a few months later to gauge the success of the campaign. By which time the budget has already been set for the following year anyway.

While it is true that no one reads anymore (thanks to Twitter, Instagram etc), documentary-styled videos and ads may not be as effective as you think. Here is an example of why I say so. A recent video promotion campaign revealed that only 50%  of those who clicked on a promotional video only viewed the first 7 seconds and only 20% watched all the way through to the end. Mind you, the video was only 30 seconds long and was professionaly produced (at quite a cost I am sure). The stats for other documentary styled videos were similar. Therefore, organisations would want to weigh a decision such as this carefully.

People are as tired of looking at lengthy videos as they are of reading long articles. You probably read this first and are already tired.

Having said this, videos that are highly creative can go viral and do wonders. The point is don’t just put together the typical voice over documentary with videos, images and testimonials and expect it to do well. Do your market research. A good suggestion would be to try social media as your avenue of distribution first. You can get a good idea of conversion rates and other useful statistics at a fraction of the cost of airing it on prime-time television.

If you have any questions on what I have written above or even if you disagree with me totally please feel free to contact me at info@onverlewis.com!