Marketing

1. Digital Acceleration Programme
INVITE
Pull strategy
SITE
Content
strategy
SYNDICATE
Push strategy
S I
S
AUDIT
Identify CONSUMER & TASK
Works across other sections providing insights
A
TRACK
Measurement & KPIs
T
SHARE
Social strategy
S
Web Content & Website Design
• Well thought through site design is essential for
achieving your website objectives whether they are
building engagement, brand uplift, recruiting into a
relationship marketing programme, e-commerce,
market research.
• It is tempting to over-focus on the design of the
creative rather than how you are going to manage
content as part of an always-on approach
• Is the content really useful, fun and /
or informative?
• Are your content and site objectives
clear and consistent with the brand
strategy and the BCI?
• Design from the consumer’s point of
view, not the brands’
• Always follow web standards or
navigation conventions
• Don’t create new websites, better to
use subdomains of a brand site
Good websites satisfy consumer needs
and have a proposition which is clearly
communicated instantly. Sites that fail
to deliver value, grab attention quickly,
or are hard to navigate will not hit
business goals. You need a structured
approach to web content and site
design
Key questions
Key watchouts
Digital Action Plan: Quick starters
1. Use the Consumer Journey Analysis toolkit
2. Within the site use Consumer Journey Analysis to identify improvements in usability
3. Include SEO and analytics up-front in all website / content briefs
10 second summary Why it matters?
• Avinash: The project name for a new
suite of digital publishing tools and
platforms within Unilever, created
and managed by Digital Marketing
Services
• ASSIST: The Unilever process for
developing digital strategies for
brands
• HTML: Hypertext mark-up language
is the open programming standard
most web pages are written in
• Flash: A popular technology for
authoring web content, letting
designers create animated and
visually impactful content quickly,
but unlike regular HTML pages,
cannot be easily read by search
engines or updated cheaply
• Content Management System:
A CMS is a tool for storing and
publishing web content
• Consumer journey analysis: Walking
through the consumer’s journey
when they interact with your digital
content helps identify ways to
improve
Key concepts
ASSIST: The framework for creating brand digital strategies