Dl part-2

DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE

Digital marketing: Campaign planning part 2

Reading Chapter 8

Campaign planning for digital media Main topics • Designing the user experience • Planning web sites • Initiating digital experience

project • Defining site or app

requirements

Delivering the digital customer experience

The online customer experience pyramid – success factors

Planning web sites and app design projects Main development tasks: • Pre-development • Discovery, analysis, design • Content creation, coding development and testing • Publishing or launching the site or improvement • Pre-launch promotion or communications • Ongoing promotion • Ongoing development

Summary of the process of website development

GoDaddy Success Stories

Kinlo https://www.kinlo.com/

Interactive approach to improving site effectiveness

Who should be involved in a digital experience project? • Site sponsor • Site owner • Project manager • Site designer • Content developer • Webmaster • Digital experience analyst • Stakeholder

Initiation of a digital project

• Domain name selection and registration • Uniform resource locators • Selecting a hosting provider • Web site performance optimisation

Userbility testing

Defining site or app requirements The discovery or analysis phase involves using marketing research techniques to find out the needs of the business and audience. Key considerations:

• Business requirements • Usability requirements • Web accessibility

requirements • Personalisation

requirements • Localisation and cultural

customisation • Reviewing competitor

web sites • Designing the information

architecture • Blueprints, wire frames

and landing pages

Personalisation pyramid web site

Site structure showing layout and relationship gaps

Examples wireframe for a children’s toy site

Designing the user experience Key topics: • Evaluating

designs • Elements of

site design • Mobile design

requirements and techniques

Responsive design showing updated layout for different content blocks

Online elements of service quality

Tangibles Reliability Responsiveness Assurance and empathy

Ease of use Availability Download speed Contact with call centre

Content quality Reliabilty Email response Personalisation

Price Email replies Call back Privacy

Fulfilment Security

Content management process A process of continuous improvement in online marketing, which involves: • Write • Review • Correct • Publish • Test • Publish

A web review document and update process