Content Development and Management: Website and widgets, apps
Digital (Interactive) Marketing (Lecture 4.1) 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 or mobile site (app) • Define requirements for effective website presence • Overview the content marketing 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 (2012), p. 370
Why would you have a website?
Source: Chaffey and Smith, 2008.
What a good website looks like, to YOU?
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.
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 customer 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 1. Delivery of relevant information 2. Easy navigation 3. Allowing download 4. Updated content
7 Steps in managing customer experience on your website 1.
2. Make it your CA
3. Watch and listen
4. Create remarkable moments
5. A measurement culture
6. Introduce model to manage customer journey
7.
But Primarily it is about CRO (Conversion Rate Optimisation)
Forrester 2007
Want to assess website? 1) Emotional connection 2) Online experience 3) Responsive service nature 4) Trust 5) Fulfillment
See Chaffey and Ellis-Chadwick (2012), p. 370
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 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 Chaffey and Ellis-Chadwick (2012), p. 376
But ‌. A marketing-led website design - Customer acquisition - Customer conversion - Customer retention - Service quality - Branding
Prototype stage
Information Architecture
Website Blueprint
Chaffey and Ellis-Chadwick (2012), p. 394
Website Wireframe
Navigation Header/footer Containers
Chaffey and Ellis-Chadwick (2012), p. 395
Content Fold
Plain Design
Site style
Site personality
Adaptive web design
Web accessibility Localisation
Mobile website or App?
Website organisation • Exact • Ambiguous • Hybrid
Website Navigation Consis tency
Simplic ity
Cont ext
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 • Focus/user groups • Web analytics • Survey
Tip for the Exam • Review Chapter 7 (Chaffey and Ellis-Chadwick 2012), pp. 383-409. • Look through the week 4 seminar task and question! • Think about examples when revising!