UofC Digital Marketing Lecture 3


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UofC Faculty of Continuing Education ’A Practitioners Guide to Digital Marketing’ Lecture 3

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UofC Digital Marketing Lecture 3

  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. Upon successful completion of this course, you will beable to:• Conduct business requirements gathering and analysis as an input to a Request for Proposal• Understand the Digital project management lifecycle• Understand the importance of metrics, Key Performance Indicators, reporting & analytics• Understand the benefits and potential pitfalls of Content Management Systems• Understand how digital marketing efforts align with other tactics, including traditional, SEO, paid search, mobile, social and email marketing – integrated marketing• Develop a Request for Proposal document to assist in the evaluation and selection of Digital marketing and development vendors 6
  7. 7. MobileWhat makes mobile different? 7
  8. 8. 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. http://gs.statcounter.com/#mobile_os-US-quarterly-201103-201203 8
  9. 9. 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. 9
  10. 10. ‘Featured’ Mobile Content Ideally, a website should be fully optimized for mobile. The optimization and promotion of ‘featured’ mobile content should only be considered 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) 10
  11. 11. 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 . 11
  12. 12. Mobile site vs. App. 12
  13. 13. Requirements Gathering 13
  14. 14. • Business Requirements1 • Functional Requirements2 • Technical Requirements3 14
  15. 15. • Business Requirements1 • As a user, I want to be able to… • Functional Requirements2 • The system should permit… • Technical Requirements • This will be accomplished using this3 technology… 15
  16. 16. User Stories 16
  17. 17. Usability 17
  18. 18. What is Bad Design? Tries to talk itself out of the problem… 18
  19. 19. What is Bad Design? WARNING…could cause seizures. 19
  20. 20. What is Good Design? …effectively anticipates and works with behaviours as they emerge and evolve… 20
  21. 21. What is Good Design? …works with natural human cognition and anticipates actual human scenarios and stories… 21
  22. 22. What is Good Design? …doesn’t overcomplicate things… 22
  23. 23. What is Good Design? “A picture is worth a thousand words. An interface is worth a thousand pictures.” Ben Shneiderman 23
  24. 24. What is Good Design?“Homepages are the most valuable real estate in the world…Complexity or confusion make people go away”. Jakob Neilsen (www.useit.com) 24
  25. 25. “Usability: denotes the ease with which people can employ a particulartool or other human-made object in order to achieve a particular goal.” (http://en.wikipedia.org/wiki/Usability) 25
  26. 26. What is User Experience? It’s about how it makes you feel… 26
  27. 27. What is User Experience? Usability Function- Branding ality Content is more than ‘ease of use’… 27
  28. 28. 1. The User is ALWAYS right. You are not the user and neither is your boss… 28
  29. 29. 2. Understand the User. WTH???!!!! 29
  30. 30. 2. Understand the User. Target Audience Definition 30
  31. 31. 2. Understand the User. User and Task Analysis 31 31
  32. 32. 2. Understand the User. 28 years old, married, expecting her first child, First – Timer Janice HR manager, Calgary, Alberta CHU My name is Janice Chu and my husband’s name is Tom. We both grew “I want to feel confident up in Calgary and went to university here. We’ve been married for two P years. I’m an HR manager for an Oil & Gas company and Tom is a pharmaceutical sales representative. knowing that we’re making the right decision” We feel that Calgary is a great place to live and raise children, but we are Attributes: O having trouble finding a home in Calgary’s marketplace. Since we are expecting our first child, we are now looking at the world through the eyes of our children. This includes where and how we live. – Currently living downtown in a rented condo – Intermediate Internet user – Interests: friends, travelling, yoga, cooking S After renting an apartment downtown, we are looking to buy our first home. Since we are first – time buyers, we are a little nervous about purchasing. We also don’t know a lot about maintaining a house, so we are looking for something brand new with few hassles. Goals: – Starting a family – Owning a home without a lot of hassles – Get the best value for money – Get recommendations from trusted sources T We began our search for a new home on the web, and we look for trustworthy sources, such as www.mls.ca. We have been in touch with a real estate agent who is a friend of Tom’s dad, but we are also doing our own research. We find the whole process overwhelming, so we are – Living in a safe and fun environment Insights: – Look for value in their purchase looking for information that is easy to understand. – Joint decision – making process – Need to know how their new home’s features will We both grew up in the suburbs, so we are comfortable living outside the simplify and benefit their lives – location, safety, city center. We’ve heard some good things about McKenzie Towne, so layout, household appointments, local amenities we’re looking to buy there. Other brands in Janice’s life: Everyday brands: ‘Aspirational’ brands: Persona Creation 32
  33. 33. 3. Plan before you Design. FAIL! 33
  34. 34. 3. Plan before you Design. P O S T Competitive Analysis 34
  35. 35. 3. Plan before you Design. Information Architecture 35
  36. 36. 4. Understand your Goals. What are you trying to measure? 36
  37. 37. 4. Understand your Goals. Targeted Key Performance Core Users Indicators Enabling Business Technology Strategy Key Performance Indicators 37
  38. 38. 4. Understand your Goals. User Goals 38
  39. 39. 5. Avoid Solutioneering. Identify and fully understand problems before finding solutions 39
  40. 40. 6. Form Follows Function. “Form follows function - that has been misunderstood. Form and function should be one, joined in a spiritual union.” Frank Lloyd Wright 40 40
  41. 41. 6. Form Follows Function. What is the best way for the user to interact? 41
  42. 42. 7. Content is King. 95% of users don’t read 80% of your content 42
  43. 43. 7. Content is King. Content auditing and mapping 43 43
  44. 44. 8. Persuasive Design. Once they’ve got you, they’ve got you… 44 44
  45. 45. 8. Persuasive Design. Designing Seductive Interactions 45 45
  46. 46. 8. Persuasive Design. Guide the user to the ‘desired outcome’ using scarcity and visual cues 46 46
  47. 47. 9. Access is for Everyone. Don’t forget mobile… 47
  48. 48. 10. Learn from Failure. 48
  49. 49. 10. Learn from Failure. Split Testing 49 49
  50. 50. 10. Learn from Failure. Usability Testing 50
  51. 51. Get to know the Lingo… 51 51
  52. 52. The importance of Form Design. Why do you make us wait? 52
  53. 53. The importance of Form Design. Forms make or break the most crucial online interactions: checkout (commerce), registration (community), data input (participation and sharing), and any task requiring information entry. 53 53
  54. 54. Gradual Engagement. Make the process transparent and not overwhelming… 54 54
  55. 55. Form FAIL!!! Get your chicken s**t together 55
  56. 56. 56
  57. 57. Get to know the Lingo… 57
  58. 58. Web Development Process. 58
  59. 59. Who is the typical Project Manager?Who are the people in your neighborhood? Strategist Client Quality Account Assurance Manager Info Developer Architect Project Manager Creative Tech Lead Director Copy Art Writer Director Prod Designer 59
  60. 60. Technical Building BlocksThis is how your website looksand behaves.This is how the data getspresented (in real-time) to thewebsite layer.This is where are all of the datalives. 60
  61. 61. Content Management Systems You do need one… • IF you’re going to be updating content and copy regularly • IF you don’t want to have to pay someone to touch your site every time there is a minor change • IF you have staff that have an interest and aptitude for it. • IF you require workflow processes before content is published You don’t need one… • IF your site is relatively static • IF you have an in-house web developer 61
  62. 62. There are a bunchof different kindsof CMS’:Open Source:• e.g. Drupal, WordPress• ‘Free’; require some skill to set up and run; are good for simple applicationsLicensed:• e.g. OpenText, Documentum, SharePoint, Sitecore• Expensive, require upfront development; are good/required for complex sites‘Proprietary’:• Developed by the company themselves• RUN!!!! 62
  63. 63. Back of the Napkin Costing…• 31 Pages• 4 Unique Templates• Hardcoded UT UT UT UT 63
  64. 64. Request for Proposal How to write one… 64
  65. 65. The RFP Process. 1.Determine Your Evaluation Criteria: •To start the RFP process, determine what criteria you are going to use to evaluate the vendors proposals and establish the weight each criterion will hold in relation to the others. Common criteria include experience, design ‘chops’, team strength, project understanding, differential advantage and price. 2.Vendor Research: •Next, select a series of possible vendors and form a list with their contact information. Try to diversify your list in the areas of price, expertise and any other factors you feel are important. 3. Request for Information: •The next step, which is commonly forgotten, is to submit a request for information (RFI). The responses you receive will allow you to eliminate all obvious inferior vendors. Following this simple step can save hours of evaluation time and help you to initially narrow your vendor search. 65
  66. 66. The RFP Process. 4. Write the RFP and Send to Vendors: • Once you have eliminated the inferior vendors, write an RFP and send it to those who remain on your list. By following this step, you typically have eliminated 50% of the vendors from your original list. 5. Review the Proposals: • After receiving all the proposals, holistically evaluate each proposal based on your evaluation criteria. Once your evaluations are complete, eliminate the bottom 25% from your vendor list. 6. Interview Vendors: • The most important, albeit time-consuming, step in the RFP process is the interview. Once you have narrowed the search, develop a standardized interview outline. 7. Select Your Vendor: • If the RFP process went smoothly, the last step of selecting a vendor should be narrowed to only a few lucky companies. If you remain undecided, it is not uncommon to request a final interview, wherein another project stakeholder evaluates the vendors independently. 66
  67. 67. Tips for ClientsDealing with digital projects 67
  68. 68. Client-sideProject request prep Before you talk to the agency: • Know what you need to achieve: outline objectives, requirements and constraints in advance • Have a budget in mind & tell the agency – budgeting in a black hole is a waste of everyone’s time • Don’t ask for spec work 68
  69. 69. Client-sideSelecting an agency Pick a good vendor • Go by reputation, not just price • Tune your BS detector – just saying what you want to hear? • Review recent work • Ask for references from past clients • Ensure cultures click 69
  70. 70. Client-sideTime investment Be ready for a lot of work • Be available to put in the background work • Be ready to answer a lot of questions • Ask for a rough schedule of reviews and deliverables for your team • The tighter the timeline, the more demanding they’ll be on your time 70
  71. 71. Client-sideBe clear Steady and stable • Keep project objectives and criteria constant – otherwise project will be a dog’s breakfast & will cost more • Be clear on what you want, and on what you don’t want • Communicate why you don’t like something • Be flexible – know that some deliverables may take a few extra days 71
  72. 72. Client-sideLet the pro’s do their job Don’t sweat the small stuff: • Keep focused on your goals – don’t micromanage • Lean on the project team to do what they do best – empower them but don’t get in their way 72
  73. 73. Client-sideInformation flow Communicate • Request regular status meetings so you are informed • Make it comfortable for the project team to communicate bad news to you – better that you find out early • Communicate UP to your supervisors, project sponsors and bosses – don’t let them be surprised 73