debunking the top 10 web myths

Fact  or  Fic)on?Debunking  the  Top  10  Web  Project  Myths

March  20,  2014

Presented  by:

Sara  Murray  Marke&ng  Manager

Boston Interactive Marketing Strategy

§ Simmons  College

§ Genzyme

§ John  Hancock

§ MA  College  of  Pharmacy

§ Forrester  Research

§ JFK  Library

§ ASPCA

§ Boston  Children’s  Hospital

§ IDG

§ Foley  Hoag

§ Partners  Healthcare

§ FAO  Schwarz

§ Harvard  University

About Boston Interactive

All We Need Is A Website Myth #1

Digital Ecosystem

Digital Ecosystem

Digital Ecosystem

Digital Ecosystem

Digital Ecosystem

Digital Ecosystem

Digital EcosystemMailChimp

Campaign MonitorConstant Contact

TwitterFacebookInstagram

SEOPaid Search

Responsive Web DesignMobile Application

Mobile Website

RSS FeedsBlog Integration

It Only Involves The Marketing Team Myth #2

Team Makeup

Team Makeup

ExecuSve  Sponsors

MarkeSng  &  CommunicaSons

Content  Project  Manager  &  Leads

IT  &  Technology  Directors

Project  Manager

Team Makeup

Mobile Is A Separate Issue Myth #3

Mobile is Now

Mobile is Now

§ GeolocaSon

§ Loyalty  Programs

§ SMS  MarkeSng

§ eCommerce

Mobile is Now

§ Responsive  Web  Design

§ Fulfill  Unique  MarkeSng  Need

§ Ensure  Cohesive  Strategy

CMS Selection Can Wait Myth #4

CMS Evaluation

§ Establish  Audiences§ Understand  Business  Goals§ Develop  Strategy§ Determine  FuncSonal  Needs§ IdenSfy  SupporSng  Technologies§ Evaluate  Products  &  Make  SelecSon§ OpSmize

CMS Evaluation

Product Feature

Mobile  Templates,  LifeFirst  migra)on  technology,  mobile  preview

§ Increase  volume  of  content  to  improve  SEO

§ Minimize  cost  of  supporSng  the  website

§ Provide  a  great  mobile  experience  for  prospecSve  and  current  students

Business  Goals

Out-­‐of-­‐the-­‐box  product  with  pre-­‐packages  widgets  and  widget  builder  requiring  simple  JS/HTML/CSS  skills

Easy  to  use,  WYSIWYG  authoring  experience  and  integrated  workflow

Latest Is Always Greatest Myth #5

Technology with Purpose

§ Social  Media§ Parallax  Design§ MarkeSng  AutomaSon

Technology with Purpose

§ Not  Technology  for  Technology’s  Sake§ Audience  +  ObjecSves  =  Strategy§ Resources§ Cost  Savings§ Stronger  Campaigns

White Space Is Wasted Space Myth #6

Power of White Space

Power of White Space

Power of White Space

§ Improved  Legibility§ Higher  Comprehension§ Increases  A]enSon§ Creates  Unique  Tone

Users Are Coming For The Design Myth #7

Content vs. Design

§ “Good  design  a]racts  people  to  your  website.  Good  content  keeps  them  there.”

§ Cohesive  Experience§ Consistent  Brand  Message§ Improved  SEO  Results

Content vs. Design

§ Designing  Without  Content  Doesn’t  Work

§ Designing  Around  Finished  Content  Doesn’t  Work

§ Plan  Early§ Collaborate  Throughout

It’s Okay To Use The Content We Have Myth #8

Simplification

§ Sitemap  CreaSon§ IdenSfy  Gaps  For  Content  CreaSon§ Remove  Unnecessary  InformaSon§ Pull  System  For  Consistent  Content

Simplification

Reduce

Simplification

Reduce Organize

Reduce Organize Priori)ze

Simplification

If We Build It, They Will Come Myth #9

Search Marketing

§ Part  of  Your  Digital  Ecosystem§ Launch  PR§ Agency  Best  PracSces§ Paid  Search

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Our Work Is Done at Launch Myth #10

Measure, Analyze, Optimize

Measure, Analyze, Optimize

§ Number  of  Visits§ Lengths  of  Visits§ Bounce  Rate§ Missed  Pages§ Conversions

Questions?