D I G I T A L C H A N N E L S ( W E B S I T E & M O B I L E )

B Y

J A S O N C R U Z

@ J S N C R U Z

DIGITAL MARKETING

OVERVIEW

�  Website �  Mobile

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WEBSITE

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WEBSITE The Scientific Beginnings

Primary content center.

CHARACTERISTICS

A website is a collection of web pages, documents

containing information or media, which are

accessible through a unique web address (its

URL).

Websites are often the first digital asset of

businesses.

Example of a modern website

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WEBSITE Primary Presence Online

“…you should at the very least have a presence on the web so that customers,

potential employees, business partners and perhaps even investors can quickly and easily

find out more about your business and the products or services you have to offer.”

- Tim Knox, via Entrepreneur.com

Source: entrepreneur.com/article/65204

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WEBSITE Two Major Types

STATIC WEBSITE DYNAMIC WEBSITE

A static website is often a digital equivalent of a brochure.

It displays information and content in a consistent format, and any changes

to its appearance or content often needs to be done manually.

Static websites are simple affairs, and

often have template-methods of editing, ensuring anyone with access

adheres to a consistent look for content publishing.

A dynamic website is an interactive method of presenting content online.

It displays information and content that self-changes and –customizes,

depending on user actions, interactions, and pre-programmed

scripts within the site.

Dynamic websites respond differently to different contexts and conditions.

A website generally comes in two forms.

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WEBSITE The Static Website

STATIC WEBSITES

Static websites may be simple, but they can be aesthetically-pleasing.

They are cheaper to build,

maintain, and to host.

Users may not find static websites enjoyable to use, and may give a perception of being boring or dated without great content.

Example of a static website

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WEBSITE The Dynamic Website

DYNAMIC WEBSITES

Dynamic websites are loaded with features, and

play more roles than simply providing

information.

They are expensive to build, maintain, and to

host.

Users may find dynamic websites more functional

and ‘natural’.

Example of a dynamic website

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WEB PAGES The First Impression

HOME PAGE LANDING PAGE

The primary role of the Home Page is to attract and retain web traffic to the

website.

For most websites, the Home Page owns the largest share of traffic.

The Home Page must be entertaining

and informative at the same time, with as much of its most valuable

information located above the fold (the section of a website visible before

scrolling down).

The primary role of a Landing Page is to convince and convert visitors to

take an action.

A website may have several Landing Pages, with differing objectives.

A Landing Page must have a specific purpose – it serves a specific type of content and contains a specific call-

to-action (CTA) to get a visitor to take an action.

Your two most important web pages.

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WEB PAGES Elements of an Effective Home Page

Original and relevant visuals.

User-friendly navigation links.

Highlighted best- or most important

content.

Integrated e-commerce

component.

Integrated social media links.

Clear calls-to-action for engagement.

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WEB PAGES Elements of an Effective Landing Page

Original and relevant visuals.

Specific, informative content.

Navigation relevant to landing page

objective.

Convenient actions relevant to landing

page objective.

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WEB PAGES Key Considerations

PAGE DESIGN AND LAYOUT USER EXPERIENCE

A web page should be treated as if it was a print ad; a way for a brand or

business to impress through creative means.

A well-designed web page is distinct and easily recognizable, has content that are easy to consume and digest,

and has elements which ‘flow’ naturally with each other.

The best websites in the world have high numbers of visitors (new and

returning) because using said websites are easy, trouble-free, and

often fun.

The best web pages load quickly, deliver content formats effectively, and deliver content regardless of

bandwidth or hardware capabilities.

Web Pages are best when easy to use.

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WEB PAGES Adapting to Usage

RESPONSIVE DESIGN ENABLED FOR SOCIAL MEDIA

Hardware and software evolve fast; the operating system Android alone

caters to hundreds of different devices – most with different screen

sizes.

The screen experience of users should be as similar as possible; large-format content enjoyable on a laptop should

be enjoyable on a mobile phone as well!

As social gains increasing importance as both a conversation driver and reach amplifier, web pages which integrate simple and easy-to-use

social sharing components automatically have an advantage over

those which do not.

Common social sharing tools include the big four: Facebook, Twitter,

LinkedIn, and email.

Web Pages are best when easy to use.

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WEB PAGES Unnecessary Elements

AUTOMATED MEDIA ANIMATED TOUCHES

Between 2003 and 2006, it was fairly common for websites to behave as if

desperate to capture attention – through automated media using

music and/or videos.

These cause slower load times, and are generally annoying to the average

visitor – get rid of these at all cost.

There was a time when shimmering web pages and blinking fonts were

common.

There is a reason why those are highly unpopular now – they take up

precious load times, make content near-impossible to consume, and are

generally annoying to the average visitor.

Web Pages are even better without these.

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WEBSITE How Brands Evolved Their Digital Presence

PAST PRESENT

McDonald’s

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WEBSITE How Brands Evolved Their Digital Presence

PAST PRESENT

Amazon.com

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WEBSITE How Brands Evolved Their Digital Presence

PAST PRESENT

Yahoo!

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WEBSITE What to Include in Your Brand Website

Branding and Identity.

MAKE YOUR MARK ON

WHO YOU ARE.

Your website should immediately reflect what the brand is about, and what your business is to the visitor.

What impression are you trying to

make? How would you like to be remembered? If you could tell your

brand story in one picture, what would it be? What colors and typefaces reflect your values?

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WEBSITE What to Include in Your Brand Website

Value for Time, Attention, and Money.

CONTENT IS YOUR BEST

WEAPON.

Your website should have content for three reasons: to have a ‘meaning for

existing’; to provide value to a consumer; and to create the all-

important impression to visitors.

What are we good at? What do we want to tell the world? What do we

want to tell our consumers? How do we do things? What makes us different from everyone else?

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WEBSITE What to Include in Your Brand Website

Engagement Channels.

UTILIZE THE SOCIAL

NATURE OF USERS.

Your website, if it has value, will encourage consumers to share its content or marketing messages to

their networks.

Are we optimized for social sharing? Do we make it easy for visitors to

share our content? Are we accessible across different channels? Are we

present on popular social networking sites? Do we have a network of social

media influencers?

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MOBILE

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MOBILE Marketing through our Personal Devices

Mobile marketing is direct and personal.

CHARACTERISTICS

Mobile marketing is communicating messages,

ideas, or encouraging actions through a

consumer’s mobile device.

Mobile is best for brands and business which need to reach out to consumers from a specific location, at

a specific time, with specific content.

Example of mobile marketing

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MOBILE Providing Direct Entertainment and Information

“The two biggest drivers [of mobile devices as a medium for advertising content communication] of acceptance are

entertainment value and information value.”

- Bauer et al, Journal of Electronic Commerce Research, Volume 6,

No. 3, 2005

Source: ebusinessforum.gr/old/content/downloads/Baueretal_MomMarketingConsumerAccept.pdf

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MOBILE Major Types of Mobile Marketing

SMS MMS

The most basic are the most used.

SMS, or short message service, is possibly the fundamental method of

mobile marketing.

Basically, marketers send a text message (an SMS) to consumers with

information or content, and sometimes with a call-to-action.

MMS, or multimedia message service, was a popular way for marketers to

push “prettier” content.

Basically, the information or content is delivered in the form of rich media,

i.e. images, video, or audiovisual content.

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MOBILE Major Types of Mobile Marketing

WIRELESS PROXIMITY LOCATION-BASED

Content can be pushed one-way.

Wireless Proximity marketing uses Bluetooth technology to detect mobile

devices.

Marketers push information or content based on how physically close

a person is to a particular area.

Location-based marketing uses GPS technology to push targeted ads to

specific consumers.

Marketers create unique content for a specific geographical area and serve

said content to devices within the “borders” of that area.

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MOBILE Major Types of Mobile Marketing

QR CODES MOBILE APPS

Content can be pushed as two-way.

QR Codes, or quick-response codes, are essentially barcodes which leads a

user to a website.

QR Codes are scanned through a camera, and the unique code can lead

to any website or web page a marketer desires in order to provide

more information to a consumer.

Mobile applications, or simply “apps”, are mobile programs which can serve

various uses and functions.

A marketing message can be embedded within apps, built as a part of an app, or even comprise the entire

app itself.

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MOBILE Samples in Action

Example of SMS and MMS marketing

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MOBILE Samples in Action

Example of QR Code marketing

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MOBILE Samples in Action

Example of mobile application marketing

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MOBILE Marketing on-the-go

“Your customers are not confined to their homes or offices. Why should your marketing

be?”

- Diane Rayfield, Harpsocial

Source: harpsocial.com/

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MOBILE Deciding When to Go Mobile

Three major decision-making questions.

ARE MY CONSUMERS ON

MOBILE?

Like many of the “newer” marketing channels, mobile excites and intrigues

people – consumers and marketers alike.

Taking a business mobile should take into account consumer critical mass

(how many consumers are actually on mobile) and adaptation rate (how many of your consumers are going mobile themselves, and how fast).

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MOBILE Deciding When to Go Mobile

Three major decision-making questions.

HOW DO THEY GO

MOBILE?

As important as how many go mobile is the question of how they go mobile.

Different hardware access points – say, an early-2000s feature phone

compared with the latest tablet – also means that the marketing content we

serve consumers will be vastly different as well.

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MOBILE Deciding When to Go Mobile

Three major decision-making questions.

WHAT ARE THEY DOING

ON MOBILE?

The habits and actions taken by consumers while on mobile provide

both obvious and subtle clues on what should be marketed through and on

mobile.

Information and content for different users, say an experimenter (one who

downloads the latest apps) to a loyalist (someone with only a few

apps, but accesses them several times daily) will differ as well.

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MOBILE Opportunities in the Philippines

LEADING CONSUMER DEVICE CHAT APPLICATIONS

Mobile is very promising for marketers.

More than 70% of Asian shoppers have used a smartphone while

making a purchase.

Mobile is potentially the most promising marketing channel for

countries in the Asia-Pacific region. This holds true especially for the

Philippines, where there are more mobile devices than people.

Major chat app player WeChat alone has more than half a billion users

worldwide.

More accessible data plans, a growing economy, and decreasing cost of entry for smartphones all lead to the growth

of adapting chat applications as a replacement to the classic text

message.

Source: jsncruz.com/mobile-in-the-philippines/#.U9DQw4CSw00

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MOBILE The New “Static Marketing”

“The concept of “mobile” literally means “not in one place.”

Mobile devices become part of a person, not

“part of one of their locations.””

- Frank Powell, President of Vis-Solutions

Source: mobilemarketer.com/cms/opinion/columns/5478.html

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MEASURES OF SUCCESS

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MEASURES OF SUCCESS Common Indicators of Success

WEBSITES MOBILE

Measurements help adjust strategies.

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Metrics Importance

Visits Visibility and Presence

Pages per Visit Interest/Engagement

Average Time on Site Interest/Engagement

Return vs. New Visits Search Effect, Loyalty

Bounce Rate Interest/Engagement

Referral Traffic Influence of Social

Leads Effectiveness

Metrics Importance

Visits Visibility and Presence

Pages per Visit Interest/Engagement

Average Time on Site Interest/Engagement

Return vs. New Visits Search Effect, Loyalty

Downloads Utility, Popularity

Reviews or Ratings Popularity, Effect

Store Appearance Popularity, Effect

Italicized: Mobile Apps

THANK YOU!

D I G I T A L C H A N N E L S ( W E B S I T E & M O B I L E )

B Y

J A S O N C R U Z

@ J S N C R U Z

J A S O N C R U Z 2 3 8 8 @ G M A I L . C O M