So should you grab some Facebook shares for your portfolio or leave them well alone? Here’s a rundown on the pros and cons.

Why you should buy Facebook shares

• Facebook is now too big to fail

Its critics hark on about how Facebook could collapse the moment users start jumping ship to the next shiny new thing, as happened to MySpace. But MySpace only ever had 100 million users at its peak. Facebook already has nine times that and is still growing.

In the 1,001 days from 1 April, 2009 through 28 December, 2011, Facebook added 609 million users, equating to 600,000 per day and seven per second. Admittedly, new user registrations are slowing down, but this is just a lull

• Massive growth in emerging markets

For advertisers Facebook has arguably hit the ceiling in the US, with 76 per cent of the key 18 to 35-year-old demographic now users of the sprawling super-network. However, it is in the emerging economic powerhouses where Facebook is expected to grow rapidly.

Nearly half of Indians with internet access are now users, after Facebook managed to double its user base in one year to 51 million. Brazil isn’t far behind with 45 million users. Overall penetration of Facebook in South America increased from 17.4 per cent to 28.5 per cent in the last year. With consumerism taking hold in these countries in a big way, Facebook still evidently has plenty of room for growth and profit.

In addition, Mark Zuckerberg is learning Mandarin and is in talks with Chinese internet companies. There will be some tough hurdles to clear, but if Facebook can eventually reach China’s 500 million internet users then the future looks peachy.

• It is investing heavily into cracking mobile

Admittedly, Facebook has some work to do on improving its mobile app. It can’t be denied that it’s a slow, clunky experience. But the expertise gained from Instagram and its launch of a mobile app store shows it’s taking mobile seriously. Facebook will find a way to monetise on mobile, just as every other platform will need to.

Finally, when you move away from the cold hard figures, the excitement around Facebook for shareholders is that is has the potential to dominate the future of advertising. Its wealth of personal data and the ability to deliver highly-targeted, context-based and socially-relevant ads makes it a tantalising prospect.

When we reach an era of Blade Runner-esque ubiquitous advertising, or a time when such ads talk to each passer-by directly and literally – think Minority Report – what engine do you think will be powering it?

That’s right, Facebook.

Why you shouldn’t buy Facebook shares

• Facebook shares are overvalued to the point of lunacy

Facebook’s $100 billion valuation is a great headline figure (equating to more than Nike and Goldman Sachs combined), but it doesn’t really add up in reality. It’s estimated Facebook will need to take a quarter of all the online ads in the entire world to justify its share price. And even if Facebook reaches 65 per cent growth this year, up from its current 44 per cent, it’s shares will still be worth $10 less than their current valuation of $34 to 38.

• Do you click on the ads?

Now let’s step away from the figures and look at the Achilles heel of the entire website’s business model: not enough people click on the ads. General Motors pulled all of its Facebook ads this week (along with the $10 million it spends) because they just weren’t working. People don’t go on Facebook to buy things or look at ads. They go on Google for that. Consequently, Facebook ads attract a click through rate of just 0.04 per cent, which is ten times less that of Google.

• More people will be accessing on mobile, and not spending any money

Facebook has another major problem: its mobile portal sucks. Nearly half of its users now access the site on mobile devices, and that percentage is only going to increase in the years ahead. The big stick in the spokes for revenue growth is that mobile users don’t see enough ads, and click on them even less.

Facebook admits itself that its ability to monetise on mobile ‘successfully is unproven’. But until it figures out how, there is a huge question mark over whether it can make investors any money.

When the closing bell rings today on Wall Street, no doubt hype and investment fever will have pushed Facebook’s share price even higher. But as early investors of Nokia, Vodafone, Zynga and LinkedIn discovered, investing in the new generation of tech companies can be a heart-palpitating experience, particularly when their revenue model is built on fragile ground.

Samsung’s Galaxy Note has already shifted five million units, and it’s expected that 10 million will be in people’s oversized pockets by the end of 2012. Hot on its heels is LG’s Optimus Vu, with other manufacturers lining up to launch devices that have been likened to pieces of toast, phones for elephants and a throwback to the 80s brick.

Despite the sniggering in some corners of the web, many tech bloggers are hailing the phablet as a major shift in the mobile market. There’s a sizeable segment of people happy to abandon Apple’s vision of a miniaturised world in exchange for bigger screens and faster computing power to surf the net, use apps and take notes while on the go.

What are the implications for marketers of phablets?

Part of the marketing blitz for the Galaxy Note was to set up artists in shopping centres to do portraits of passers-by. This was to highlight the unique, practical ways in which phablets can be used, and their enhanced functionality over a normal smartphone.

Along with bigger screens and processing power, a key feature of the phablet is the return of the stylus. A welcome boon to anybody that suffers from sausage fingers when trying to use apps and type messages on tiny touchscreens, the stylus opens the door to a whole new realm of creativity in how apps can be designed.

With the stylus, users can perform complicated tasks with precision, such as sketching a picture, writing notes or interacting with mini games. With this in mind, brands will need to start from scratch when creating apps for phablets in order to take advantage of its nuances.

Phablets are reflecting how the mobile market is maturing, with devices diversifying along with the ways in which they can be used. Marketers will need to take these into consideration, because very soon mobile campaigns will no longer be, literally, one size fits all.

In a speech made in the same forum as Ratner’s empire crushing ‘crap’ slip, Roberts boldly dropped the guillotine on ‘the big idea’, brand strategy and brand management as viable concepts in today’s marketing world. Instead, he preached of a new approach in which navel-gazing gives way to speed and velocity, with marketers releasing lots of little ideas to run free and built empathy with the brand.

So is he right? Is this magical world of dreams and emotion the future of marketing? Or is he just repackaging and handing us a concept us savvy web 2.0 marketers know already?

The principles of engagement marketing are nothing new

The view of marketing being about shovelling the ‘big idea’ into a semi-comatose audience of couch potatoes became outdated a long time ago. As soon as the internet arrived, everything changed. And that was more than ten years ago.

However, when you comb out the sound bites, Roberts shares a few interesting points on today’s modern approach to marketing (all of which we pretty much knew already):

• People aren’t interested in what brands think of themselves, but what you can do for them. Offer content that’s useful or solves a problem and people will listen.

• In this instant-gratification, click-hungry digital world we find ourselves in, you don’t have time to procrastinate and agonise over how messages will play out. The pace at which people engage with a message, then move on, is too fast. Instead, focus on getting things done and getting messages out there. Then stay flexible and ready to react.

• Using storytelling to build an emotional connection is, and always will be, one of the most powerful tools in a marketer’s box of tricks. Nothing new here folks.

• We’re going to disagree with Roberts and say that the ‘big idea’ is still a valid part of building a brand’s identity. However, he is right in that you also have to be able to break them into lots of little ideas that can be spread on all the different platforms. What you say on TV won’t play out so well on a two way platform like Twitter

So while Robert’s ideas on marketing are nothing new, it’s certainly got a lot of marketers taking to their keyboards, particularly along the lines of old dinosaurs in boardrooms versus the bright-eyed, web-literate generation. And no doubt there will be a number of brand strategists who have accepted Roberts’ words verbatim. So watch out for marketers peddling ‘dreams’ and ‘emotion’ as the new marketing currency, when all they’re really offering is the emperor’s new clothes.

Digital readership is exploding

While many people are still gripping their paperbacks, eBook readership is taking off like a rocket. It grew nearly 350 per cent in the UK alone last year, while ownership of eReaders and tablets doubled at Christmas. When you also add the millions of people reading on their smartphones, it’s clear that people are happy to read digital content and are doing so in ever growing numbers. So give them something worth reading.

eBooks can build credibility and sales leads

Creating an eBook – or white paper – is a great way of showing off your expertise. It’s a ‘new media’ savvy approach to marketing, in which you offer valuable content in exchange for people’s eyeballs.

It doesn’t take being Einstein to know that people are more likely to engage with something they find useful. Eyes can glaze over when trawling through brochures boasting about a company’s achievements and ‘best of breed, bleeding-edge widgets’, but if the content is useful and informative, chances are the reader will become plugged in.

Another benefit of a digital eBook is that it’s easy to spread it far and wide. Rather than hang around trade shows eagerly handing them out to passing traffic, social media can do its thing instead. Other tactics include using it as bait on your website to reel in email addresses or to submit it to digital bookstores, for example, Amazon.

Creating an eBook is easier than you might think

Creating an eBook might seem like a daunting prospect, but it’s actually pretty easy. It can be achieved using readily available software, such as MS Word, Open Office or InDesign, and then simply convert it into PDF or ePUB – the format used by Apple devices, Sony readers etc.

With visual stimulation a key consideration in marketing these days, it’s a good idea to spruce up your eBook with lots of images, an enticing cover and appropriate fonts – unless publishing to Kindle). So it’s worth getting a graphic designer involved to give your eBook that professional aesthetically pleasing touch.

Examples of great marketing eBooks

To give you some ideas, here are some great free marketing eBooks worth considering:

David Meerman Scott – Author of ‘The New Rules of Marketing and PR’ and renowned speaker on social media and marketing, Scott’s library of free eBooks is a model example of how to use them to build your credibility and awareness of your expertise.

Hubspot – A provider of inbound marketing software, Hubspot practices what it preaches by releasing lots of eBooks, webinars and other educational material. This approach has helped build its brand as a company that’s here to help and knows what it’s talking about.

Conversion Rate Experts – These guys have literally doubled the conversion rate of websites for many big name brands. Want to know how? Then you can discover all their secrets in their series of eBooks you can get for free in exchange for your email address.

Purple Internet Marketing – Need some advice on keyword research, link building and viral? Then look no further because it’s all covered in Purple Marketing’s ’13 Pillars’ eBook. And if it all sounds a bit complicated then don’t worry, because they can look after it all for you.

So what’s the real reason behind Facebook’s most expensive purchase to date? Do they know something we don’t about how people are engaging on the social web, and who the next internet giants could be?

Instagram has arguably the most engaged mobile user base around

There’s no question that Instagram is popular. Since October 2010, 30 million iPhone users have been sharing photos of their life with friends and followers, while the Android version – released last week – notched up 5 million downloads in six days.

Instagram also attracts a highly engaged and young audience. More than half of users are aged less than 30, whereas nearly 40 percent of Facebook’s audience is now aged more than 45. This has made Instagram a popular marketing tool for celebrities and lifestyle brands e.g. Snoop Dogg promoting his branded cigars, Jamie Oliver snapping his dinner to shift cookery books and the Kardashians doing whatever it is they do.

Facebook will no doubt want to harness Instagram’s marketing appeal and to delve into its box of tricks. Its ‘filters’ feature makes it easy for users to be modern day David Baileys, creating photos that look like 70s album covers and breathing life into the mundane.

But this still doesn’t explain the hefty $1billion price tag.

People love photos more than text. Particularly on mobile

EdgeRank is the magical formula Facebook uses to decide which posts to show in your newsfeed. This is calculated by three factors: affinity, content weighting and publish date.

Studies have shown that quality is far more important than quantity in this formula, and it’s the weighting of content you need to focus on to get your posts shown more often.

When it comes to weighting, photos are by far the most popular types of posts. Photos are twice as popular as videos and text, and three times more popular than links. So Facebook knows very well that it is photos people want to share and spend time engaging with, and will keep them on the site for longer. So if you want to your posts to be seen by Facebook fans more often, it’s time to get snapping.

With this in mind, Facebook knows full well that Instagram, with its superior ease of use and filter features, has the potential to become a dominant social network on mobile. So while the $1bn seems excessive now, it could have ballooned rapidly in today’s world of hyper-inflating dotcom valuations. People love looking at photos of people, and this is something every marketer needs to think about when putting together a social media campaign.

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bda (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. Award winners bda delivers an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.

Speaking on a panel entitled ‘Dear Google and Bing: Help Me Rank Better’ at SXSW, Texas, Google’s Matt Cutts said it was targeting “all those people doing, for lack of a better word, over optimisation or overly SEO – versus those making great content and a great site. We are trying to make GoogleBot smarter, make our relevance better, and we are also looking for those who abuse it.”

As always, the latest hint at what’s about to be rolled out from Google’s algorithm labs has triggered a flood of ‘SEO is dead’ vs. ‘no, it isn’t’ comments in blogs and forums. So should you be worried?

SEO ‘tricks’ to avoid

Although Google never reveals what’s behind the curtain,  if you’ve been overenthusiastic in your use of SEO ‘tricks’ then it’s worth keeping a close eye on your rankings. This includes:

• Keyword stuffing – which we all knew was old hat, anyway
• Littering your website with blocks of keywords in the footer, header tags and image descriptions – e.g. lists of local towns and cities
• Participating in link exchanges – particularly with websites of no relevance to your own
• Too many backlinks from poor quality sites – i.e. content farms

These tactics already took a hammering last year from Google’s cuddly sounding – but devastating for many affiliate marketers – Panda update last year. So, none of this is really new. But what Matt Cutts has reiterated, however, is the need to focus on original, relevant and valuable content people find useful. We hear this so much that it’s becoming a cliché, but what does it really mean for your website’s SEO?

Why valuable content matters

If you use Google Analytics you’ll know that arguably the best indicator of how your website is performing is its bounce rate – the percentage of visitors that leave without clicking on any links or pages. It’s long been rumoured that Google is finding ways to include this in its algorithm, and it’s something you should always strive to improve, both for SEO and your own website’s success at generating customers.

With its access to an abundance of tracking data, it’s pure common sense for Google to start rating websites based on the bounce rate, number of page visits, time spent on site, social sharing and repeat visits. All these factors revolve around the quality of your content. If it doesn’t answer people’s questions, encourage them to explore further or take action then Google isn’t going to want to promote you in its rankings.

So to answer this blog’s title – no, SEO isn’t dead. It’s just that it’s evolved from short term tricks and attempts to game the system into an ongoing strategy focused on creating a website people find useful and want to spend time on. This can be paraphrased into a simple rule: think about visitors first and SEO will take care of itself.

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bda (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. Award winners bda delivers an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.

But where does this massive jump in sales revenue come from? There are three key areas where AR has the potential to explode as a marketing tool:

• Virtual mini games generating greater engagement, YouTube views, social media shares etc
• Its use in print publishing e.g. the December 2011 ‘augmented’ edition of Top Gear magazine has been hailed for generating tens of thousands of video views
• An enriched digital shopping experience on mobile and desktop PCs

To help you decide whether the folks at Jupiter Research are correct and that AR is about to explode, here are some examples of AR campaigns in action:

LEGO Digital Box – This is a fantastic example of how AR could be used in a retail environment. To help kids make the difficult decision on which kit to buy, they can hold up boxes to the camera and see the LEGO kit fully built in 3D on top of the box. Undoubtedly, this use of AR has helped pleading kids to persuade their parents to shell out that little bit extra for the bigger, more impressive LEGO models.

Rofo Office Space Finder – Looking for an office in your city? Then you might want to check out this handy AR app. Point your smartphone at a building and you’ll be able to see whether there are any offices available. This technology could also be used by retailers to reel in shoppers looking for a certain brand or product model.

TAT augmented ID – This personal branding app enables you to add your YouTube, LastFm and other digital profiles to your real world persona. By looking through their smartphone, people will be able to see your digital life hanging around you like a virtual halo as the lines between our virtual and real lives continue to blur.

Lynx ‘Angel Ambush’ – This AR campaign has been hailed for generating 1.2m YouTube views and making Lynx’s latest deodorant it’s second most popular brand. Kelly Brook, darling of the AR advertising world, posed as a fallen angel that would interact with commuters on a video screen at London Victoria Station. Volkswagen did something similar in busy downtown areas of Vancouver and Toronto with a virtual high-flying stunt display to promote the debut of its 2012 Beetle.

De Beers ‘Forever Mark Diamond’ – This is a perfect example of where AR’s fans see its future role in retail. With AR technology, shoppers can ‘virtually try on’ De Beers diamonds in their own home. Rayban was a forerunner in the use of AR to promote their sunglasses, and the development of a virtual changing room could give high street retailers another reason to panic. 

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bda (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. Award winners bda delivers an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.

The organisers of the London 2012 Olympics plan to zealously defend their £670m ($1 billion) in sponsorship deals. Small businesses have been threatened with an intimidating £20,000 fine if they’re caught using any words, logos or the mere suggestion of an Olympics link in their marketing. This year the virtual space is also to be policed, with both Twitter and Foursquare agreeing to block ads and check-ins that flout the rules.

So will they succeed? Will the Olympics be free of cheekily placed banners and suspiciously colour coordinated outfits? We doubt it. So to help the Olympics organisers to identify which tactics to watch out for, here is bda’s rundown of the top 10 ambush marketing campaigns:

Kodak kicks of the trend swamping the 1984 Olympics with advertising – It could be said that ambush marketing started in 1984 when the organisers of L.A. Olympics believed they’d struck gold by providing exclusive rights to ‘official sponsors’. Fuji had signed up to a mega bucks deal, but this didn’t stop Kodak buying up extensive advertising time leading to viewers thinking Kodak was the official sponsor. Fuji then returned the favour at the following Seoul Olympics.

Nike creates ‘Nike Village’ in Atlanta 1996 – Nike has long been associated with the Olympics despite never being an official sponsor. This could be due to its notorious ambush marketing tactics, such as notoriously plastering Atlanta’s billboards with advertising, handing out Nike flags and banners outside stadiums and building ‘Nike Village’ next door to the official athlete’s accommodation.

American Express takes a cheeky swipe at Visa – During the 1994 Winter Olympics, American Express created a series of ads claiming that Americans do not need ‘Visas’ to travel to Norway, leaving lawyers to scratch their heads over whether any rules had been broken.

Messages on Hold grabs a free share of the spotlight – At the 1996 Atlanta Olympics Messages on Hold successfully placed a banner strategically within the camera frame when US runner Jon Drummond was getting ready for the 4×10 relay final, thus getting their brand seen by millions of viewers for free.

Linford Christie chooses an opportune moment to show off his contacts – At a press conference before the 100m final at the Atlanta Olympics, Linford Christie showed up wearing contact lenses bearing the Puma logo; a cheeky poke in the eye for official sponsor, and rival, Reebok.

Qantas flies close to the edge with its slogan – During the 2000 Sydney Olympics, Qantas Airlines adopted the slogan ‘The Spirit of Australia’, which sounded mischievously similar to the official Olympics slogan ‘Share the Spirit’.

Dutch fans forced to sit in their underwear for wearing orange lederhosen – At the 2006 World Cup a group of Dutch fans would have been thankful for the warm weather when they were forced to remove their orange lederhosen, provided by sponsorship renegade Bavaria Beer.

Li Ning becomes the most viewed sports shoe brand when he lights the Olympic torch – Former Olympic gymnast Li Ning happens to be the owner of his own sports shoe company, which is quite famous in China. His lighting of the torch at the opening ceremony of the 2008 Beijing Olympics in front of millions of viewers no doubt irked official sponsor Adidas.

36 women ejected for the impossible scenario of all wearing the same dress – Camera crews searching the crowd for beautiful women is a mainstay of sports broadcasting. So they must have thought they struck gold when they found 38 ladies all sat together wearing the same orange dress at the 2010 World Cup. The ensuing fuss as two were arrested and the rest ejected was an ambush marketing bullseye for Dutch brewer Bavaria, as few would have known about their involvement had the story not hit the headlines.

Kulula declares itself the ‘Unofficial National Carrier of the You-Know What’ – South African budget airline Kulula thought it would test the waters at the 2010 World Cup with this slogan accompanied with images of football stadiums, vuvuzelas and national flags. FIFA didn’t see the funny side, forcing the ad to be dropped. But this didn’t dissuade the plucky airline from launching ads with more ambiguous football references throughout the tournament.

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bda (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. Award winners bda delivers an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.

In fact, popular Facebook campaigns have led to seating being added to 10 per cent of stores, the reintroduction of the Mexican bandit baguette and persuaded Greggs to serve hot sandwiches. Greggs’ CEO believes responding to customer feedback played a big part in its £4m profits rise, making their approach a good example for all brands to follow.

A lot of marketing blogs bang on about the importance of getting customer feedback through social media, but without telling you how to do it. So to readdress the balance, here are five different approaches and tools you can use for finding out what your customers think:

1. Create polls on Facebook and Twitter with Twtpoll – If you have lots of fans and followers, creating polls is a quick, easy way of gauging what your customers think about your products and brand. There are free plugins and tools available, or you can give Twtpoll a whirl, which is the social media polling tool of choice for T-Mobile, Microsoft and LG.
2. Get a quick overview with Social Mention – To find out whether people are talking about you at all, pop your brand name into Social Mention and it will tell you the top keywords, sources and hashtags being used in discussions about your business. You can also get a gauge of whether public sentiment is positive, negative or somewhere in between.
3. Listen, track and respond with Radian6 – Owned by Salesforce , Radian6 is a more advanced tool for monitoring what people are saying on the internet. For the price tag you get advanced reporting on the trends, demographics and top influencers talking about your industry. You can also respond to customer comments directly in Radian6 for prompt customer service and reputation management. Radian6 offers a free live demo so you can see its social media monitoring power in action.
4. Ask your customers questions with SurveyGizmo – If you’d like to ask customers directly what they think, you can send surveys via email, social media and on your website with SurveyGizmo. It only takes a few minutes to create a survey and then you can pick through the data with all manner of graphs and reporting features. Vodafone, Skype and ING are already fans, and you might be too after a 14-day free trial.
5. Create your own feedback community with Get Satisfaction – Why go chasing after your customers around the web when they can be brought to you? With Get Satisfaction you can create forums on your website which are tracked to give you analytics on the health of your community, including an overview of the popular topics, how quickly people respond to questions and the level of engagement. Brands using it include Amazon, BT and Pampers , and you can get your own community up and running in 30 seconds with a 30-day free trial.

Pinterest is a social networking website that’s getting a lot of marketing column inches. Why? In the six months prior to January its visitors grew 429 per cent, making it the fastest site ever to bag 10 million unique visitors (check out this Mashable infographic for the low-down). What’s more is that referral traffic from Pinterest to clothing retailers grew 389 per cent in the same period, making it a bigger referrer than Google+, LinkedIn and YouTube combined. 

What is Pinterest?

Pinterest is a virtual gallery in which users can ‘pin’ images from around the web to create collages which reflect their passions and interests. In the US it attracts a large affluent female audience, with the bulk of pinboards focused on food, crafts, home décor and fashion. Pinterest plugs into our natural desire to share what we like and to create wishlists of the things we want, making it an intriguing proposition for word of mouth marketing and social shopping.

As yet, only a few big name brands have jumped onboard, such as ASOS, GAP, oh, and the US Army. But as Pinterest’s social shopping power grows, expect many more to be putting together pinboards in the coming months.

Tips on attracting social shoppers through Pinterest

It’s been revealed this week that Pinterest makes money every time a user clicks on a merchant link then buys something. So with Pinterest’s plans on turning itself into a social shopping portal clear, if you’re in the fashion, home décor, crafts or food business then you might want to get involved. Here are a few tips on how to go about it:

1)    Don’t push, be creative – Pinterest stipulates that flagrant self-promotion by dumping your catalogue onto a pinboard won’t be tolerated. Instead you should create mood boards based on a theme, like GAP’s ‘Denim Icons’. Should you then slip in a few relevant catalogue shots Pinterest and its users won’t kick up a fuss.

2)    Project your brand values – Consider how you can tell your brand’s story or reflect its values through the images you curate. How would you like people to visualise your brand’s attitude or appeal?

3)    Pin responsibly – Pinterest’s relaxed attitude to copyright is already raising some eyebrows. Flickr, for example, has blocked Pinterest users from being able to pin photos the owner doesn’t wish to share. With copyright a grey area on the web, it’s best to play safe and only pin images that are distributed under a creative commons licence.

4)    Get involved in the community – Pinterest could be used for learning about your market’s interests. Try to engage with other Pinterest users (particularly popular ones) that create pinboards relevant to your industry by repinning their images in the hope that they’ll return the favour.

5)    Create pictures people want to share – To encourage people to pin and share your products, you’ll need to add the Pinterest button to your website. You’ll also need beautiful photography and interesting images people will want to share and spread your catalogue shots and blog posts onto their pinboards.

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bda (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. Award winners bda delivers an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.