Lecture 4 1 content development and management website and widgets apps 2016 bibm

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