Add system Finalise dependencies section – Rather describe the process to be followed Next steps – Define immediate next steps as opposed to overall priorities Review flow Start template for each team
Search and Scent, Peter Stewart, ClickThinking
Search & Scent Web 2.0 Presentation – 14 th August 2008
Some questions – a review of the last 10 years. Why in the majority of web projects is the user experience a 2 nd priority? How will the web shape up in a recession period? Is it more quantifiable? Why in a constant evolving and changing environment do we build websites and support systems which prove to be inflexible, incapable of staying in touch with the consumers needs.
Traditional Marketing / Sales Funnel Awareness Consideration Preference Action Loyalty Marketing Build Brands Awareness (television, magazines, radio, outdoor) Direct Marketing Trial (promotions, offers, newspapers, direct email Sales Delivery Sales delivery, shopping experience Retention Market to best customers Stable and robust – 50 years of proven success with minimal modification. Organizations understand the linear consumer purchase funnel and how to optimise it. Specialist teams focus on areas of operation with minimal distraction / minimal interaction General Management IT, Admin, Editorial, Management
Online – Marketing process not linear by definition BRAND ADVERTISING MEDIUM POWERFUL PROMOTIONAL TOOL DIRECT SALES CHANNEL PROVEN CUSTOMER RETENTION TOOL TECHNOLOGY
Further Complexity – the conversation economy Awareness Consideration Preference Action Loyalty COMPLEXITY Co-ordination and sharing Requires fusion of ideas about products, services, companies, brand awareness. Traditional model not applicable Silos and independent teams working apart does not work online.
Who should be championing the web strategy? How do you manage truly transformational digital strategies and win? What steps do you take to ensure that you stay ahead?
Scent Optimisation Origins: Xerox, Palo Alto Research Labs Part of information foraging theory – information scent “ humans forage for information on the Internet in much the same way animals follow scent and visual cues to find food.”
Managing scent from source to sale and adopting a continuous improvement methodology Brand Zealots Prospects who know us Prospects who don’t know us Ulterior motive visitors Online marketing Website Customer journey Action <ul><li>Who do we want to visit our website? - Beyond demographics </li></ul><ul><li>Buying modality - Online needs </li></ul><ul><li>Relationship </li></ul>How do we plan to get them there? - Lay scent trail – where are they are online, define - full set of influencers. - Identify marketing opportunities within your control. - Enable ambassadors to promote you <ul><li>What actions do we want visitors to </li></ul><ul><li>take and how do we enable them to </li></ul><ul><li>succeed? </li></ul><ul><li>Understand their needs through multiplicity </li></ul><ul><li>analysis </li></ul><ul><li>- Guide customers to success. - Implement & rinse and repeat. </li></ul>
In 2004 , about 40% of people visited a homepage and then drilled down to where they wanted to. In 2008 , said Dr Nielsen, only 25% of people travel via a homepage. The rest search and get straight there. Jacob Nielsen, UseIt Home Page playing less of a role in the information foraging process
Embrace traffic distribution and content dissemination “ Pull to point- I find that I read more things that have been pointed to by others, rather than only those which I pull down myself.” John Battelle, The Search
Relevancy based on behavioural usage data and not webpage and citation attributes. Ability to search and render highly relevant results across verticals. Infrastructure for high definition video & data – data centres, content delivery search and contextual ad placement.
Thank you Clickthinking Peter@clickthinking.com