Content Development and Management: Website and apps Digital (Interactive) Marketing (Lecture 5.1) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
Learning Outcomes • Describe stages needed to create an effective website (+ microsite) or mobile site (app) • Define the requirements that contribute to an effective digital experience as a website (+ microsite) mobile app or online presence • Introduce content strategy
“A good site should always begin with the user. Understand who the customer is, how they use the channel to shop, and understand how the marketplace works in that category. This includes understanding who your competitors are and how they operate online. You need continuous research, feedback and usability testing to continue to monitor and evolve the customer experience online. Customers want convenience and ease of ordering. They want a site that is quick to download, well-structured and easy to navigate.� Allison Lancaster in Chaffey and Ellis-Chadwick (2016), p. 356
Why would you have a website?
Recap on previous lectures!
What a good website looks like, to YOU? Lecture 3.2:
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.
Lectures 1.1.; 2.1; 4.2
Lectures 2.1; 4.2
DVP=OVP!
Your stuff, anywhere Securely share, sync and collaborate
Your health, your choices
Refreshing the world, one story at a time
Be great at what you do
2100+ stir your curiosity, find just the right one
“80% of companies believe they deliver a superior experience to their customers but only 8% of the customers agree�
Bain and Co 2007
New generation of media consumers demanding content delivered when they want it, how they want it and as they want it SMART customers
Jakob Nielsen’s Customer Satisfaction factors for the website/app 1. 2. 3. 4.
Delivery of relevant information Easy navigation Allowing download Updated content
It is important! Website/app could be your CA
Research is important: Competition & Best Practice / Trends
Create remarkable / experiential moments
The online customer experience pyramid – success factors
Source: Reprinted by permission of Macmillan Publishers Ltd.: Journal of Brand Management, based on a diagram in de Chernatony, L. (2001) ‘Succeeding with brands on the internet’, 8(3), pp.186–95, © 2001, published by Palgrave Macmillan
But Primarily it is about CRO (Conversion Rate Optimisation)
Forrester 2007
Want to assess website? 1) 2) 3) 4) 5)
Emotional connection Online experience Responsive service nature Trust Fulfillment See Chaffey and Ellis-Chadwick (2016), pp. 358-359
Usability and Accessibility (effective website design)
But • SEO • Affiliate marketing / Partnerships • Quality of outbound communication (i.e. newsletters) • Quality of processing inbound communication (i.e. emails from the customer, feedback) • IMC (multichannel marketing communications)
Website development process
Chaffey and Ellis-Chadwick (2016), p. 363 URL
A User-centered Design
Testing with limited number of users Search engine registration and optimisation
• Performance of the website • Availability
Ongoing promotion – SEO, PPL, affiliate marketing Ongoing development
CRO
Example of a website ‘Design and Build’ project timeline Chaffey and Ellis-Chadwick (2016), p. 368
But ‌. A marketing-led website design -
Customer acquisition Customer conversion Customer retention Service quality Branding
Options for outsourcing different digital marketing activities
Chaffey and Ellis-Chadwick (2016), p. 366
Prototype stage
Website
Prototype stage (cont)
Mobile app
Website / mobile app design concepts • Information architecture – The combination of organisation, labelling and navigation schemes constituting an information system.
• Site map – A graphical or text depiction of the
relationship between different groups of content on a website.
• Blueprints – Show the relationships between
pages and other content and can be used to portray organisation, navigation and labelling systems.
• Wireframes – Schematics – a way of illustrating the layout of an individual page or page template.
Website Blueprint
Chaffey and Ellis-Chadwick (2016), p. 384
Website Wireframe
Navigation Header/footer Containers
Chaffey and Ellis-Chadwick (2016), p. 385
Site design page templates + CSS
Content Fold
Plain Design
2017: Grid layouts become popular
Site style
Site personality
From Responsive design to Adaptive design
Localisation
Web accessibility
• Using server-side adaptive techniques to detect screen widths to serve up an appropriate template for that device • Using adaptive techniques to detected devices or screen widths and serving up smaller versions of images to optimise page load times on a responsive website
2017: Mobile first approach
Mobile website or App?
Mobile website design considerations • • • • •
Mobile site Screen-scrape Responsibe design HTML5 site Adaptive desing
HTML5 site
FT.com app proposition
Website organisation • Exact • Ambiguous • Hybrid
Website Navigation
Website Navigation (cont.)
Broad and shallow navigation Narrow and deep navigation
Chaffey and Ellis-Chadwick (2012), p. 405
Content is a King!
Chaffey and Ellis-Chadwick (2012), p. 398
The Content Strategy o Content engagement value (i.e. simple information, a guide, a game) o Content media (i.e. streamed video (Flash), plain text (HTML)) o Content syndication (feeds via widgets, emails) o Content participation (embedding commenting, reviews, ratings) o Content access platform (PC, mobile (varied screen resolutions)
Content Strategy - BEST • • • •
Behavioural Essential Strategic Targeted
First – credibility Then - visibility
Research • • • •
Usability testing Eye tracking Mouse tracking Focus/user groups
• Web analytics • Survey • Customer journey mapping