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UofC Digital Marketing Lecture 2


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UofC Faculty of Continuing Education ’A Practitioners Guide to Digital Marketing’ Lecture 2

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UofC Digital Marketing Lecture 2

  1. 1. A Practitioners Guide to Digital Marketing BMC 319-001 Downtown Campus 906, 8th Ave SW, Calgary, Room: 222 1
  2. 2. Digital Marketing 2 Questions: How do we frame our Plan? How do execute on that Plan? 2
  3. 3. Digital Marketing ModelsThis is what we use to execute the plan…Based on industry best practices that ensure end-to-end project integrity. Its methodology is designed tospecifically accommodate the needs of digital marketing. Under normal circumstances, this processallows ample room for the creative process to unfold while preserving the discipline of technology-basedproject management.Discovery: Opportunity, initiation, audits, primaryand secondary research and interviews, analysis andstrategy, personas, creative and technical briefing.Definition: Concept and strategic development,design concepts, wireframes, site maps, businessand functional requirements, solution architecture,production plan.Design: Experience validation, creative andtechnical solutions, and functional prototyping.Development: Creative and technical production,documentation, backend support and integration,quality assurance and testing.Delivery: Launch, end-to-end system testing,localization of languages, deployment, optimizationand maintenance. 3
  4. 4. Digital Marketing ModelsThis is what we use to execute the plan… 4
  5. 5. Upon successful completion of this course, you will beable to:• Apply Digital and Integrated marketing models as described in this course• Conduct a competitive audit of your Website using best-practice tools• Understand the fundamentals of target audience definition, including user goals and persona creation• Understand the importance of User Experience Design and Website usability• Understand the importance of Information Architecture• Conduct a content audit and understand the basics of copywriting for the Web• Understand technology considerations that affect the success of Digital marketing 5
  6. 6. AnalyticsHow are people using our website? What insights can we gather? 6
  7. 7. Analytics 101 Visitors Content Traffic Sources 1. Is traffic to my website growing, 4. What pages of my site are most 7. What traffic sources — declining or stagnating? What are useful to visitors? direct (typing a URL), referral, the trends? search engine or paid ads — are Stats to focus on: Top content, driving visits to my site? Stats to focus on: Visits per period content by title, bounce rate vs last period; absolute unique Stat to focus on: Traffic Sources visitors per period vs. last 5. Where do visitors first land, Overview percentages and how do they proceed through 2. How useful are visitors finding the site? 8. What other websites are the site? What are the trends? In referring visitors to my site? essence, are users engaged? Stats to focus on: Top landing pages, click patterns Stat to focus on: Referring sites Stats to focus on: Average pageviews, time on site 6. From what pages do visitors 9. What keywords are driving exit the site? traffic? 3. Who are my visitors? Where do they live? Are they new visitors or Stat to focus on: Top exit pages Stats to focus on: Keywords and returning? phrases Stats to focus on: Map overlay and new vs returning 7
  8. 8. Target Audience How do we know who we are talking to? How do we use this information to inform our thinking? 8
  9. 9. Target Audience DefinitionAre your targetcustomers male orfemale?How old are they?Where do theylive? Is geographya limiting factorfor any reason?What do they dofor a living? Howmuch money do theymake? This is mostsignificant ifyoure sellingrelativelyexpensive orluxury items. Mostpeople can afforda cup of coffee.You cant say thesame of a car.What other aspectsof their livesmatter? 9
  10. 10. “Design for somebody, alienate nobody”. 10
  11. 11. Customer Ecosystem 11
  12. 12. User goals One of the keys to success for an online property is that it aligns itself with user goals.The ideal state is to know and understand the user’s goal when visiting the site in order to facilitate their experience and assist them in accomplishing their tasks. 12
  13. 13. Organizational vs. User Organization User • Organizational Effectiveness • Ease of Use • Convert sales and transactions to • Clarity around how I can lower cost channels (cost per accomplish my goals. interaction) • “I just want to the buy the darn • Lead Generation and thing” Qualification • Don’t make me use more than • Deeper Customer Insight one channel (or experience) to • One-to-one Marketing accomplish my goals. • Customer Delight 13
  14. 14. User Goals 14 14
  15. 15. PersonasA user persona is a representation of the goals and behavior of a real group of users, based on theirdemographics. We use them to determine how to align organizational goals with those of end users. 15
  16. 16. Persona 16
  17. 17. Customer Journey 17
  18. 18. Content StrategyHow do we organize and write our content for the digital context? 18
  19. 19. Why is Content Important? Content is a Strategic Brand Asset, and should be treated as such Content is a large part of the user/customer experience Content is often overlooked and left until the last minute 19
  20. 20. Content Strategy 1. Conduct a Content Inventory 2. Weed out the ROT (Redundant, Outdated, Trivial) 3. Content Quality Checklist 4. Look for overall Trends 5. Establish an Content Plan 20
  21. 21. Content Quality Checklist Characteristics Usefulness & Relevance: Does the content meet user needs, goals, and interests? Does the content meet business goals? For how long will the content be useful? When should it expire? Has its usefulness already expired? Is the content timely and relevant? Clarity & Accuracy: Is the content understandable to customers? Is the content organized logically & coherently? Is the content correct? Does the content contain factual errors, typos, or grammatical errors? Do images, video, and audio meet technical standards, so they are clear? Influence & Engagement: Does the content use the most appropriate techniques to influence or engage customers? Does the content execute those techniques effectively? Does the content use too many or too few techniques for the context? Completeness: Does the content include all of the information customers need or might want about a topic? Does the content include too much or too little information about a topic for the context? 21
  22. 22. Content Quality ChecklistCharacteristicsVoice & Style: Does the content consistently reflect the editorial or brand voice? Does its tone adjust appropriately to the context—for example, sales versus customer service? Does the content convey the appropriate editorial and brand qualities? Does the content seem to have a style? If so, does the content adhere to it consistently? Does the content read, look, or sound as though it’s professionally craftedUsability & Findability: Is the content easy to scan or read? Is the content in a usable format, including headings, bulleted lists, tables, white space, or similar techniques, as appropriate to the content? Does the content have the appropriate metadata? Does the content follow search engine optimization (SEO) guidelines—such as using keywords—without sacrificing quality in other areas? Can customers find the content when searching using relevant keywords?Format: Text, PDF, image, outside link, etc.Audience: For which target audience is the content intended? Is the content aligned with business or user goals? 22
  23. 23. Establish a Content Plan • Testing content with users: Incorporate questions about content in your user interviews, focus groups, usability tests, and surveys • Monitoring content metrics: Engagement is a metric that suits content well. For content that’s meant to support conversions, tracking whether conversions increase after improving content is important • Establishing governance: Have a group of stakeholders from across the company or organization meet regularly to oversee major content decisions • Applying the publishing model to content For major content efforts, a publishing structure and related tools—such as an editorial calendar—are a natural fit • Incorporating content guides, standards, and tips into CMS • Maintaining the meta-data • Hiring employees, consultants, and agencies who care about content 23
  24. 24. Copywriting for the Web – Top 5 errors Error Error #1 : Writing Inwardly • Before you start writing, collect feedback from customers and prospects. Ask them why they buy from you, why they don’t, and how doing business with you has affected them. • Start with an outline. Associate every feature with a benefit and every benefit with an experience. • Have a customer read a draft and then explain to you why they would want to buy the product. If the customer “gets it,” you’re a star. • Do the same thing with a person who knows nothing about your product and industry. Error #2: Burying the Lead • Before writing, ask, What is the key takeaway I want visitors to have after they visit this page? That’s your lead. • Highlight your lead idea in a bold font. This is especially helpful when you can’t work it into the first sentence. • Use plain language. • Keep your most important points above the fold, as sub-headings, as the first sentence of a paragraph and as bullet points. 24
  25. 25. Copywriting for the Web – Top 5 errors Error Error #3: Mediocre Meta Meta Title The meta title describes the subject matter of the page and is ideally 65 Data characters or fewer. Visitors see the meta title in their browser tab and in search engine results; it is the most important piece of information that Google and other engines read on a given page. Meta Description The meta description, ideally 155 characters or fewer, is a snippet of text that is displayed under a link on a search engine results page (SERP). The meta description has little if any SEO value but is important for conversions. Error #4: Saying too Much • Brevity, brevity. Error #5: Weak or no Calls • CTAs generally fall into one of four types, listed here in descending order of commitment: to Action • Place an order; • Enroll, subscribe, enter; • Get a quote; • Learn more. 25
  26. 26. Information Architecture How do we structure our website? What are the organizing principles? 26
  27. 27. Information Architecture 27
  28. 28. Information Architecture 28
  29. 29. Site map 29
  30. 30. Wireframes 30
  31. 31. Global Primary (Header)Secondary Spotlights Tertiary Global(Footer) 31
  32. 32. Site map 32
  33. 33. Card Sort Exercise 33
  34. 34. Requirements Gathering 34
  35. 35. • Business Requirements1 • Functional Requirements2 • Technical Requirements3 35
  36. 36. User Stories 36
  37. 37. MobileWhat makes mobile different? 37
  38. 38. Mobile MarketThe mobile landscape is changing rapidly, particularly in Canada.Blackberry continues its sharp decline while Android phonescontinue to gain market share. Canada U.S. Source: StatCounter Global Stats. Q3/2011 – Q3/2012. 38
  39. 39. Defining Mobile Optimization Not Functional on Functional / Mobile Optimized Mobile Specific or Mobile Devices Viewable on Mobile App Devices Cannot view or interact with Site is visible and usable on Mobile-specific styling of Unique site experience and site on mobile devices. “current” mobile devices (e.g. content and/or navigation. content for mobile devices or Typically are flash with no iPhones, touchsceen Same content as full site. the development of a native back-up graphics. Blackberry). Flash elements app specifically designed for replaced with backup the device. graphics. 39
  40. 40. ‘Featured’ Mobile ContentIdeally, a website should be fully optimized formobile. The optimization and promotion of‘featured’ mobile content should only beconsidered if:• The Target Audiences being considered warrants specific and immediate attention –• A review of Analytics supports the fact that these audiences are accessing via mobile• Due to the site’s size and complexity, a pilot or phased approach is desired• A more detailed content audit and site inventory is necessary before optimizing the entire site• The target audiences in question do not warrant the development of a native mobile app (ROI) 40
  41. 41. Progressive EnhancementProgressive enhancement is the separation of HTML, CSS and JavaScript.Which in turn, separates what the user can see in terms of theirmobile experience. In its essence, we let the ‘user device’ (browser)‘decide’ what it is capable of handling . 41
  42. 42. A Practitioners Guide to Digital Marketing BMC 319-001 Downtown Campus 906, 8th Ave SW, Calgary, Room: 222 42