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Module Reference v Learning Outcome 1

Module Reference v Learning Outcome 1. Introduction to e-marketing Remix E-models E-customers E-tools Site Design Traffic Building E-CRM E-Business E-Planning. Demonstrate a good understanding of the wide range technologies available for marketing in the 21 st Century.

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Module Reference v Learning Outcome 1

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  1. Module Reference v Learning Outcome 1 • Introduction to e-marketing • Remix • E-models • E-customers • E-tools • Site Design • Traffic Building • E-CRM • E-Business • E-Planning Demonstrate a good understanding of the wide range technologies available for marketing in the 21st Century

  2. Module Reference v Learning Outcome 2 Develop a detailed understanding of the elements that contribute to a successful website design • Introduction to e-marketing • Remix • E-models • E-customers • E-tools • Site Design • Traffic Building • E-CRM • E-Business • E-Planning Key words:Usability, Graphic Design, Copywriting, Analytics, Data management, Content Management Systems, Cookies, RSS, Personalisation,

  3. Module Reference v Learning Outcome 3 Know how to design and develop marketing programmes and campaigns using digital marketing technology • Introduction to e-marketing • Remix • E-models • E-customers • E-tools • Site Design • Traffic Building • E-CRM • E-Business • E-Planning Marketing Programmes/Needs:Demand Creation Convert to Customers Customer Retention Customer Development Analysis & ROI

  4. Module Reference v Learning Outcome 4 Develop the online learning skills to develop and grow a personal knowledge base for the digital marketing sector. • Introduction to e-marketing • Remix • E-models • E-customers • E-tools • Site Design • Traffic Building • E-CRM • E-Business • E-Planning Personal Digital Knowledgebase:Personal career blog Links to sites of career strategy relevance Evidence of success

  5. 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

  6. 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

  7. Site Design – Section 6, Page 220 E-marketing Excellence 6.1 The objectives of website design 6.2 Integration with marketing and business objectives 6.3 Online value proposition 6.4 Customer orientation – audience segmentation 6.5 Dynamic design and personalisation 6.6 Aesthetics 6.7 Page Design 6.8 Copywriting 6.9 Navigation and structure 6.10 Interaction 6.1 The objectives of website design

  8. The Objectives of Website Design p 222 • Accessibility • User-Centred Design and Usability • Information architecture - onsite search • SEO • Web standards • Persuasion – value of content • Visual design • Web analytics • Legal requirements • Link to business objectives 6.1 The objectives of website design

  9. 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

  10. 5 S’s p 223 • Sell – provide ways to buy products and services online and generate leads • Serve – quick easy access to up-to-date info • Speak – personalised content and social media engagement to enhance brand relationship • Save – access to online applications and interactive services can save visitors time and money • Sizzle – sites should seek to differentiate themselves, build the brand and deliver a quality visitor experience 6.1 The objectives of website design

  11. 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

  12. 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

  13. Integrated Design p 232 Blending online with offline activity for maximum impact and results: Integration with ALL marketing communications Ideas please: TV, Radio, Brochures, flyers, mailers, exhibition graphics, business cards, phone, email, fax, web Buying modes – online v online browse/offline purchase Database integration – single customer view 6.2 Integrating Web Design with Business Objectives and Marketing

  14. 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

  15. Customer Orientation p 239 • Provide rich and meaningful content for the various users of the site, focused at customers • Meet 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 lists 6.4 Customer Orientation - Segmentation

  16. Dynamic Design & Personalisation p 245 Delivering customised content to website visitors through database and cookie technology e.g. Amazon Sign-up >> Log-in >> Personal recommendations >> What is a data driven website? Databases to hold content items – copy, images etcContent Management Systems Dynamic content based on cookies Personalised content based on log-in and visitor profile – sign-up form 6.5 Dynamic Design and Personalisation

  17. Dynamic Design & Personalisation p 245 6.5 Customer Orientation - Segmentation

  18. Dynamic Design & Personalisation p 245 • 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 6.5 Dynamic Design and Personalisation

  19. 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

  20. 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

  21. 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

  22. 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

  23. 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

  24. 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

  25. 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

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