Dim 2018 Lecture 5;1 Content Development and Management: Website

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

Refreshing the world, one story at a time

Your health, your choices

2100+ stir your curiosity, find just the right one

What about Mail makes a difference

?

“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)

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

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

Hire a T-shaped Marketing Team

Source: SmartInsights.com

Source: SmartInsights.com

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

TODAY: THERE is NO FOLD rule!

Plain Design

2018 trends: • • • • •

Animation + Playful illustrations Adventurous bold colours Inventive typography Data storytelling with mixed reality AI

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

2018‌.: Mobile first approach

Mobile website or App?

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

Tip for the Exam • Review Chapter 7 (Chaffey and Ellis-Chadwick, 6th ed., 2016) in particular the Prototyping and its benefits