module reference v learning outcome 1
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Module Reference v Learning Outcome 1. Introduction to e-marketing Remix E-models E-customers E-tools Site Design Traffic Building E-CRM E-Business E-Planning. Demonstrate a good understanding of the wide range technologies available for marketing in the 21 st Century. - PowerPoint PPT PresentationTRANSCRIPT
Module Reference v Learning Outcome 1 1. Introduction to e-marketing2. Remix3. E-models4. E-customers5. E-tools6. Site Design7. Traffic Building8. E-CRM9. E-Business10. E-Planning
Demonstrate a good understanding of the wide range technologies available for marketing in the 21st Century
1. Introduction to e-marketing2. Remix3. E-models4. E-customers5. E-tools6. Site Design7. Traffic Building8. E-CRM9. E-Business10. E-Planning
Module Reference v Learning Outcome 2
Develop a detailed understanding of the elements that contribute to a successful website design
Key words:Usability, Graphic Design,Copywriting, Analytics, Data management, Content Management Systems, Cookies, RSS, Personalisation,
Module Reference v Learning Outcome 3 1. Introduction to e-marketing2. Remix3. E-models4. E-customers5. E-tools6. Site Design7. Traffic Building8. E-CRM9. E-Business10. E-Planning
Marketing Programmes/Needs:
Demand CreationConvert to CustomersCustomer RetentionCustomer DevelopmentAnalysis & ROI
Know how to design and develop marketing programmes and campaigns using digital marketing technology
Module Reference v Learning Outcome 4 1. Introduction to e-marketing2. Remix3. E-models4. E-customers5. E-tools6. Site Design7. Traffic Building8. E-CRM9. E-Business10. E-Planning
Personal Digital Knowledgebase:
Personal career blogLinks to sites of career strategy relevanceEvidence of success
Develop the online learning skills to develop and grow a personal knowledge base for the digital marketing sector.
Course Project #1: Site Design
• What: Everyone to pick their favourite website and analyse it
• How: Powerpoint/Mood board and presentations. Grab screenshots and add animated notes to describe the functionality and design principles used
The Role of Powerpoint
• The tool of the non-technical• For pitching• For designing
• Graphics - logos• Animation – animated gifs, storyboarding
flash• For site development
• Concepts• Navigation• Wireframes• Competitor analysis• Screen shots
Site Design – Section 6, Page 220 E-marketing Excellence 6.1 The objectives of website design6.2 Integration with marketing and
businessobjectives
6.3 Online value proposition6.4 Customer orientation – audience
segmentation6.5 Dynamic design and
personalisation 6.6 Aesthetics6.7 Page Design6.8 Copywriting6.9 Navigation and structure6.10 Interaction
6.1 The objectives of website design
The Objectives of Website Design p
222 1. Accessibility2. User-Centred Design and Usability3. Information architecture - onsite search4. SEO5. Web standards6. Persuasion – value of content7. Visual design8. Web analytics9. Legal requirements10. Link to business objectives
6.1 The objectives of website design
Website Goals p 223
Your ideas please:
For example:• Buy something• Find information• Generate leads• Save money and time• Enhance Brand engagement• Improve service delivery
6.1 The objectives of website design
5 S’s p 223
1. Sell – provide ways to buy products and services online and generate leads
2. Serve – quick easy access to up-to-date info
3. Speak – personalised content and social media engagement to enhance brand relationship
4. Save – access to online applications and interactive services can save visitors time and money
5. Sizzle – sites should seek to differentiate themselves, build the brand and deliver a quality visitor experience
6.1 The objectives of website design
Key Design Objectives p 226
Encourage repeat customer visits by:
Ideas Please:
• Providing high quality content and context
• Ease of use – navigation, three click rule• Quick to download - broadband• Updated frequently – the role of CMS!
6.1 The objectives of website design
AIDA p 231
Still works:
• Attention – to get site visit and when landed
• Interest – detailed information and incentives
• Desire – make the visitor feel compelled to engage further with the brand
• Action – make it easy for the visitor to take steps to buy or register for more information
6.1 The objectives of website design
Integrated Design p 232
Blending online with offline activity for maximum impact and results:
Integration with ALL marketing communicationsIdeas please:TV, Radio, Brochures, flyers, mailers, exhibition graphics, business cards, phone, email, fax, web
Buying modes – online v online browse/offline purchaseDatabase integration – single customer view
6.2 Integrating Web Design with Business Objectives and Marketing
Online Value Proposition p 235
A clear and strong reason why visitors find a site compelling, unique, worthy of multiple visits and adding to favourites or bookmarks
Segmented OVPs for different web audiences
For Project #1 Site Design project be sure to identify the OVP
6.3 Online Value Proposition
Customer Orientation p 239
Provide rich and meaningful content for the various users of the site, focused at customersMeet customers’ needs and different levels of familiarity with the brand, company, products etc
Undertake research to: • Identify different audiences• Rank importance of each to the business• List the three most important information needs of the audience• Ask representatives of each audience type to
develop their own wish lists6.4 Customer Orientation - Segmentation
Dynamic Design & Personalisation p
245 Delivering customised content to website visitors through database and cookie technologye.g. AmazonSign-up >> Log-in >> Personal recommendations >>
What is a data driven website?Databases to hold content items – copy, images etcContent Management SystemsDynamic content based on cookiesPersonalised content based on log-in and visitor profile – sign-up form
6.5 Dynamic Design and Personalisation
Dynamic Design & Personalisation p
245
6.5 Customer Orientation - Segmentation
Dynamic Design & Personalisation p
245
6.5 Dynamic Design and Personalisation
For example: • Customer name• Organisation name• Date or time on site• Country of origin via IP address• Customer preferences via sign-up forms• Recommendation algorithmns: collaborative
filtering• News and Events• Viral personalisation (also email)• Referrer string• Multivariate real-time, conversion optimised
personalisation • Behavioural targeting see following
Aesthetics p 248
= graphics + colour + style + layout and typography
PLUS: sound
PLUS: motion graphics, film, video
“Look and Feel”, “Site Personality”
Consistent with brand values
6.6 Aesthetics
Page Design p 257
Content Management Systems (CMS) critical for large scale sites. Especially where many content editors work on the site
Fixed templates for various site sections
Once templates established editors design rights restricted to maintain consistent look and feel
6.7 Page Design
Page Design p 257
Templates should achieve:
• Visually pleasing layout• Clear emphasis on different content types• Visual hierarchy showing relative
importance of different content• Priorization of marketing messages and
calls to action for each customer type• Clear navigation options to a range of
content, services and visitor engagement devices
6.7 Page Design
Copywriting p 261
Writing for web is different to print
Think CRABS: Chunky, Relevant, Accurate and Brief
Write for scannability
Run A/B tests to compare conversion rates and average order values on landing pages
6.8 Copywriting
Navigation and Structure p 263
Ease of use = structure + navigation + page layout + interaction
i.e. INFORMATION ARCHITECTURE
Well thought out navigation options required to optimise flow through the site and visitor satisfaction
Keep page layout simple, consistent and clearly signposted. Minimise clicks
6.9 Navigation
Interaction p 268
Engaging site visitors through two way communication
Simple interactions: mouse events, rollovers, flash, drop down boxes, site search, games
Now impacted significantly by user-generated-content and social networking, web 2.0 elements e.g. blogs, forums, profiles, groups, events, photos, videos, ratings, tags
6.10 Interaction
Interactivity and the Buying Process p 269 When developing Site Review and Web Concept Understand how your sites can deliver against these four critical components: • Learning• Deciding• Buying• After Sales-support
IMPORTANT: Review Page 269
6.10 Interaction