Online advice

ASK THE EXPERTS – MARKETING From mobile marketing to dynamic data

“Here at Larrytech we are always finding innovative ways to improve our services,” says MD Larry Hardcastle. “This article looks at the importance of video ads, the dominance of mobile marketing, a shift from layout to interaction for designers and how data has become invaluable for businesses. Just a few of the many trends we expect to see as we progress through 2016!”

Don’t disrupt me Online advertisers have always struggled to find a balance between creating ads that grab users’ attention and disrupting their experience to the extent to which they annoy them. Research shows 65% of consumers say they would avoid sites that became overcrowded by advertising. This could result in a significant decrease in the volume of ads for brands and instead we could witness a focus on targeting the right person, with the right message, at the right time. The interesting factor will be how ads complement the online experience rather than hindering it in a fight to win over consumers – a transition in content marketing, which could see incorporating ads that deliver exactly what users want to see based on previous analytics rather than a volume, brand exposure approach.

Power to the people Data has become invaluable to brands, yet consumers are becoming more aware and more conscious of sharing their information than ever before. Pagefair reports that 63% of people would be interested in using privacy settings on a website to avoid ads that use their personal data. Pagefair estimates that the cost of adblocking is expected to reach $41.4bn in 2016. This could lead to the introduction of sophisticated control mechanisms that allow users to set their own advertising preferences, whether it be the formats used or the data shared or type of content shared. With a new sense of empowerment for consumers, what impact will this have on advertising?

Focus on interaction instead of layout In the design phase of producing a website, the visual look and layout will have been decided. This can, however, somewhat limit designers in terms of seeing how the design will work with dynamic content. This year we will see the delivery of a new response to the barriers for designers creating design tools that allow for such restrictions, such as Adobe Comet and Sparkbox. A transition shift for designers means they can focus more on the interaction perspective of the design.

Increasing mobile usage Unsurprisingly we have also seen a continued strong growth in mobile use. This means that another key trend to follow in 2016 will be the utilising of mobile marketing. Video ads will start dominating Video ads are nothing new; we have experienced ”

Data has become invaluable to brands, yet consumers are becoming more aware of sharing their information. “

them for years. However, Google is set to revolutionise videos and advertising platforms. Google is getting on board with in-SERP video advertising. Does this mean that users are becoming more accepting of video ads online? If this is the case expect to see more types of video ads popping up in more unexpected places with Google’s ownership of YouTube.

So there you have it, some interesting trends that we’re starting to see develop on the web in 2016.

CONTACT DETAILS If your website is looking a bit tired and outdated and you’re after a brand spanking new site or, if you want to add more features or just want to discuss how your current site could be updated, please get in touch with Larrytech by email to sales@larrytech.com or call the team on 01892 888011.

Health & Safety –new sentencing guidelines

The biggest changes in the last 40 years are set to alter the Health & Safety landscape, with fines up to 10 times higher than their previous levels, warns Club Insure.

With the new Health & Safety sentencing regulations in place from 1 February this year, individuals (directors and managers) could now be sent to prison in cases where previously this would not have happened.

The guidelines seek to classify corporate entities by reference to turnover. Following is the new Tariff Based System. • Micro – not more than £2 million turnover. • Small – between £2 million and £10 million. • Medium – between £10 million and £50 million. • Large – £50 million and over.

The guidelines calculate a fine level (with a range of potential sentences and an indicated starting point) based on a calculation taking into account turnover, risk of harm and culpability (Low/Medium/High/Very High).

A major impact of these guidelines is that they do not require proof that the offence caused any actual harm; the offence is creating a risk of harm.

Guidelines Depending on the level of culpability, a medium size organisation might have a starting point for a fine as high as £1.6 million, large companies a top level fine of £10 million.

For Corporate Manslaughter, a medium size organisation would see a starting point of £3 million with a possibility of fines up to £7.5 million.

A large organisation faces potential fines of up to £20 million.

In 2014 there were almost 700 convictions by the HSE (HSE conviction rate is 94%) and this figure isn’t a declining one, so it’s very much a concern area for companies and individuals, particularly for serious incidents, which are on the increase.

What you need to know – insurance issues • Defence Costs – costs arising from public or employers liability claims would usually be picked up by your standard commercial insurance policy. However the issue is that the courts have the power to impose fines against both the Ltd company and individual directors if you as a business permit a situation to exist that may result in a perceived risk to either an employee or a third party. If this is the case then your insurance policy would not respond because no actual physical damage or injury has occurred. Also any criminal fines that are imposed would not be insured by your liability policy. • Risk Improvements – most clubs will have had a visit by a Risk Surveyor or will have completed an online risk questionnaire. If as a result of this visit/questionnaire a list of requirements and hazards have been brought to your (policyholders) attention and you haven’t acted on it, there could be large fines to pay if someone is injured. Your liability policy will not pay these fines for you.

The Guidelines can be found on the Sentencing Council’s website at www.sentencingcouncil.org.uk

CONTACT DETAILS Club Insure covers all aspects of club insurance from start to finish, with Account Handlers and Claims Managers under one roof.

Victoria Romero-Trigo, Director Club Insure Ltd Romero House, 8 Airport West, Lancaster Way, Yeadon, Leeds LS19 7ZA

e. Victoria.romero-trigo@club-insure.co.uk t. 0844 488 9204 www.club-insure.co.uk