Identifying Client Digital Necessities
Development Cycle • Accounts Manager Role • Identify the clients digital necessities/opportunities • Work with Strategy, Creative y Development • Solution!!
• Logistic • Strategy Dept. • Develop Strategy
Accounts input
Accounts • Creativeinput Dept. • Input creative
• Develop. Dept. • Develop product/service
Accounts input
Client Digital Necessities • Steps 1. Identify Objectives 2.
Increase Branding
3.
Increase Traffic/Sales
4.
Lead Generation
5. Pin point digital assets and deficiencies 6.
Target and where are they in the digital atmosphere (Ex. Baby Boomers)
7.
What are the brand’s digital assets? (Can we make it better?) • Ex. FB Fan page, corporate website, etc.
8.
What do the need to fulfill their objectives?
9. Recomendations
Email Marketing
Content Marketing
Digital Marketing
Digital Ads
Social Media
SEM/SEO
Digital Tools: Email Marketing Use Email Blasts • Newsletters • Coupons
Opportunities Promotions • Sales Push Client fidelity programs Product Launch
Digital Tools: Social Media Use Community Building Market Research CRM Content distribution
Opportunities Source of traffic Development: Social Apps Branding • Brand culture
Stats & Metrics ( Medium Mix)
Digital Tools:SEM Use •
Positioning
•
Cost effective
Opportunities •
Traffic
•
Mobile
Tools •
Link Map
•
Social Content
•
Keywords & Tags
•
Content
Digital Tools: Paid Advertising Use Display • Rich Media
Search Social
Opportunities Increase in TRPS & RATINGS Metrics Database creation- CPL Traffic
Digital Tools: Content Marketing Use Storytelling Industry referent Brand building
Opportunities Simplify information Engagement Traffic
Digital Tools: Design
Digital tolos: Design • Web & Mobile • Social Media image • Website design • UI • UX strategy
• Responsive Design
Digital tools: Development
•Web •Facebook Apps •E-commerce •Micro sites •Webapps
•Laguages: •Javascript •PHP •Ruby on Rails •HTML5 •Python •Perl •C++, C, C# •Java
Flow of information/development cycle
Digital tools: Mobile Development • Mobile • Native vs. Mobile sites
Basic Terminology: Web Code/Design Jargon • CMS- Content Management System is a backend tool for managing a site’s
content that separates said content from the design and functionality of the site.
• CSS3- CSS framework is a collection of CSS files used as the starting point to make XHTML and CSS web sites quickly and painlessly.
• Front end- It’s all the components of a website that a visitor to the site can see (pages, images, content, etc.)
Basic Terminology: Web Code/Design Jargon • HTML- Stands for Hypertext Markup Language. • FTP- File Transfer Protocol. FTP makes it easy for you to make changes to your website on your computer and then upload those changes • UX- User Experience • UI- User Interface
Basic Terminology: Web Code/Design Ja • Anchor Text- The text a link uses to refer to your site. This can make a big difference in your site’s search engine results. • Back End- The back end of a website is the part hidden from view of regular website visitors. The back end generally includes the information structure, applications, and the CMS controlling content on the site. • Bounce Rate- A website’s bounce rate is the percentage of people who leave the site from the same page they entered the site, without clicking through to any other pages.
Mobile Development Jargon • IOS- Apple’s Operating System • Android- Google’s Operating System • WP- Window’s mobile Operating System • Responsive Design- Design that adapts to different screens. • SDK- An acronym that stands for “software development kit”. It’s like the developer’s equivalent of a special workbench, just for certain jobs.
Mobile Development Jargon • API- Application Programming Interface, The easiest way to explain what exactly
an API does is to use an example. Facebook offers an API that lets developers tie their applications directly into Facebook. Ex. Of API’s UPS, Fedex, Mailchimp
• AR- Augmented Reality • Native App- is an application program that has been developed for use on a particular platform or device.
The corner stone of any digital strategy is the corporate website.
Caso: • Producto: Programa de fidelización de clientes. • Objetivo: Aumentar visitas de clientes actuales. • Target ideal: Jóvenes Universitarios.
• Notas: • Se desea monetizar la comunidad de Facebook ( 59,989 fans) convirtiendo a fans en miembros del programa de fidelidad.