Module Reference v Learning Outcome 1 1. Introduction to e-marketing2. Remix3. E-models4. E-customers5. E-tools6. Site Design7. Traffic Building8. E-CRM9. E-Business10. E-Planning

Demonstrate a good understanding of the wide range technologies available for marketing in the 21st Century

1. Introduction to e-marketing2. Remix3. E-models4. E-customers5. E-tools6. Site Design7. Traffic Building8. E-CRM9. E-Business10. E-Planning

Module Reference v Learning Outcome 2

Develop a detailed understanding of the elements that contribute to a successful website design

Key words:Usability, Graphic Design,Copywriting, Analytics, Data management, Content Management Systems, Cookies, RSS, Personalisation,

Module Reference v Learning Outcome 3 1. Introduction to e-marketing2. Remix3. E-models4. E-customers5. E-tools6. Site Design7. Traffic Building8. E-CRM9. E-Business10. E-Planning

Marketing Programmes/Needs:

Demand CreationConvert to CustomersCustomer RetentionCustomer DevelopmentAnalysis & ROI

Know how to design and develop marketing programmes and campaigns using digital marketing technology

Module Reference v Learning Outcome 4 1. Introduction to e-marketing2. Remix3. E-models4. E-customers5. E-tools6. Site Design7. Traffic Building8. E-CRM9. E-Business10. E-Planning

Personal Digital Knowledgebase:

Personal career blogLinks to sites of career strategy relevanceEvidence of success

Develop the online learning skills to develop and grow a personal knowledge base for the digital marketing sector.

Course Project #1: Site Design

• What: Everyone to pick their favourite website and analyse it

• How: Powerpoint/Mood board and presentations. Grab screenshots and add animated notes to describe the functionality and design principles used

The Role of Powerpoint

• The tool of the non-technical• For pitching• For designing

• Graphics - logos• Animation – animated gifs, storyboarding

flash• For site development

• Concepts• Navigation• Wireframes• Competitor analysis• Screen shots

Site Design – Section 6, Page 220 E-marketing Excellence 6.1 The objectives of website design6.2 Integration with marketing and

businessobjectives

6.3 Online value proposition6.4 Customer orientation – audience

segmentation6.5 Dynamic design and

personalisation 6.6 Aesthetics6.7 Page Design6.8 Copywriting6.9 Navigation and structure6.10 Interaction

6.1 The objectives of website design

The Objectives of Website Design p

222 1. Accessibility2. User-Centred Design and Usability3. Information architecture - onsite search4. SEO5. Web standards6. Persuasion – value of content7. Visual design8. Web analytics9. Legal requirements10. Link to business objectives

6.1 The objectives of website design

Website Goals p 223

Your ideas please:

For example:• Buy something• Find information• Generate leads• Save money and time• Enhance Brand engagement• Improve service delivery

6.1 The objectives of website design

5 S’s p 223

1. Sell – provide ways to buy products and services online and generate leads

2. Serve – quick easy access to up-to-date info

3. Speak – personalised content and social media engagement to enhance brand relationship

4. Save – access to online applications and interactive services can save visitors time and money

5. Sizzle – sites should seek to differentiate themselves, build the brand and deliver a quality visitor experience

6.1 The objectives of website design

Key Design Objectives p 226

Encourage repeat customer visits by:

Ideas Please:

• Providing high quality content and context

• Ease of use – navigation, three click rule• Quick to download - broadband• Updated frequently – the role of CMS!

6.1 The objectives of website design

AIDA p 231

Still works:

• Attention – to get site visit and when landed

• Interest – detailed information and incentives

• Desire – make the visitor feel compelled to engage further with the brand

• Action – make it easy for the visitor to take steps to buy or register for more information

6.1 The objectives of website design

Integrated Design p 232

Blending online with offline activity for maximum impact and results:

Integration with ALL marketing communicationsIdeas please:TV, Radio, Brochures, flyers, mailers, exhibition graphics, business cards, phone, email, fax, web

Buying modes – online v online browse/offline purchaseDatabase integration – single customer view

6.2 Integrating Web Design with Business Objectives and Marketing

Online Value Proposition p 235

A clear and strong reason why visitors find a site compelling, unique, worthy of multiple visits and adding to favourites or bookmarks

Segmented OVPs for different web audiences

For Project #1 Site Design project be sure to identify the OVP

6.3 Online Value Proposition

Customer Orientation p 239

Provide rich and meaningful content for the various users of the site, focused at customersMeet customers’ needs and different levels of familiarity with the brand, company, products etc

Undertake research to: • Identify different audiences• Rank importance of each to the business• List the three most important information needs of the audience• Ask representatives of each audience type to

develop their own wish lists6.4 Customer Orientation - Segmentation

Dynamic Design & Personalisation p

245 Delivering customised content to website visitors through database and cookie technologye.g. AmazonSign-up >> Log-in >> Personal recommendations >>

What is a data driven website?Databases to hold content items – copy, images etcContent Management SystemsDynamic content based on cookiesPersonalised content based on log-in and visitor profile – sign-up form

6.5 Dynamic Design and Personalisation

Dynamic Design & Personalisation p

245

6.5 Customer Orientation - Segmentation

Dynamic Design & Personalisation p

245

6.5 Dynamic Design and Personalisation

For example: • Customer name• Organisation name• Date or time on site• Country of origin via IP address• Customer preferences via sign-up forms• Recommendation algorithmns: collaborative

filtering• News and Events• Viral personalisation (also email)• Referrer string• Multivariate real-time, conversion optimised

personalisation • Behavioural targeting see following

Aesthetics p 248

= graphics + colour + style + layout and typography

PLUS: sound

PLUS: motion graphics, film, video

“Look and Feel”, “Site Personality”

Consistent with brand values

6.6 Aesthetics

Page Design p 257

Content Management Systems (CMS) critical for large scale sites. Especially where many content editors work on the site

Fixed templates for various site sections

Once templates established editors design rights restricted to maintain consistent look and feel

6.7 Page Design

Page Design p 257

Templates should achieve:

• Visually pleasing layout• Clear emphasis on different content types• Visual hierarchy showing relative

importance of different content• Priorization of marketing messages and

calls to action for each customer type• Clear navigation options to a range of

content, services and visitor engagement devices

6.7 Page Design

Copywriting p 261

Writing for web is different to print

Think CRABS: Chunky, Relevant, Accurate and Brief

Write for scannability

Run A/B tests to compare conversion rates and average order values on landing pages

6.8 Copywriting

Navigation and Structure p 263

Ease of use = structure + navigation + page layout + interaction

i.e. INFORMATION ARCHITECTURE

Well thought out navigation options required to optimise flow through the site and visitor satisfaction

Keep page layout simple, consistent and clearly signposted. Minimise clicks

6.9 Navigation

Interaction p 268

Engaging site visitors through two way communication

Simple interactions: mouse events, rollovers, flash, drop down boxes, site search, games

Now impacted significantly by user-generated-content and social networking, web 2.0 elements e.g. blogs, forums, profiles, groups, events, photos, videos, ratings, tags

6.10 Interaction

Interactivity and the Buying Process p 269 When developing Site Review and Web Concept Understand how your sites can deliver against these four critical components: • Learning• Deciding• Buying• After Sales-support

IMPORTANT: Review Page 269

6.10 Interaction