I Have 2 APA Exercise Papers, 1 Title Page And 2 Pages Of Content. Citations Must Come From The Textbook Provided. Due Jan. 19th

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eMarketing The essential guide to marketing

in a digital world

5th Edition

Rob Stokes

and the Minds of Quirk

ii iii

eMarketing: The essential guide to marketing in a digital world

Fifth Edition

By Rob Stokes and the Minds of Quirk

Fifth Edition

eMarketing: The essential guide to marketing in a digital world By Rob Stokes and the Minds of Quirk

First published 2008 by Quirk eMarketing (Pty) Ltd.

This book is published under the Creative Commons Attribution-Non Commercial

ShareAlike 3.0 Unported licence. This means that you can share and distribute this

work and you can even modify it, as long as you do not use it for commercial gain,

you share all modifications and you credit Quirk (Pty) Ltd. For more information,

you can visit:

www.creativecommons.org or www.quirk.biz/emarketingtextbook.

ISBN: 978-0-620-56515-8

Book design and typesetting by Solveig Bosch from SolDesign (www.soldesign.co.za).

Cover illustration inspired by Craig Raw and designed by Anka Joubert.

This book is typeset in DIN and it is printed by Creda Printers (www.creda.co.za).

Trademarks All terms or names used in this book that are known to be trademarks or service

marks have been appropriately capitalised. Quirk (Pty) Ltd cannot attest to the

accuracy of this information. Use of a term in this book should not be regarded as

affecting the validity of any trademark or service mark.

We have also made every effort to obtain permission for and to acknowledge

event of a reprint or new edition. You can contact us on [email protected].

Warning and disclaimer Every effort has been made to make this book as complete and accurate as possible,

but no warranties regarding its contents, whether fact, speculation or opinion,

are made, nor is fitness for any use implied. This information provided is on an

“as is” basis. The author, compiler and Quirk (Pty) Ltd shall have neither liability

nor responsibility to any person or entity with respect to any loss or damages

arising from the information contained in this book. Full details of Quirk (Pty) Ltd

may be obtained via its website (www.quirk.biz) or may be requested directly at

[email protected].

i. P

re fa

I am immensely proud to present the 5th Edition of the Quirk marketing textbook.

It is now 6 years since we began work on the first edition, and it’s quite amazing

to see how much it has grown. Not only in line with the changes in our industry,

but also through very important input from our passionate and kind community of

learners and educators.

The evolution of the discipline of marketing is best represented by the change in

the subtitle of our book. When we started, this book was called eMarketing: the

essential guide to digital marketing. Today as you will see, we have adjusted this

to eMarketing: the essential guide to marketing in a digital world. This change

has been an easy and natural one. It underlines an important shift in the way we

think about and engage with digital. Digital is not a channel in the same way that

a marketer might view television or radio as a channel. Instead digital is a way of

life. It is the experiential glue which binds previously separated media together.

Because of this, digital enables a cohesive brand experience that wasn’t previously

on offer. In fact, it’s highly likely that within the next edition or two, we will need

to acknowledge this shift in the role of digital by ditching the “e” in eMarketing. At

best it is quickly becoming passé, at worst it will become completely redundant.

At Quirk, we no longer see ourselves as a digital marketing agency, but rather as

a marketing agency born digital. We still consider ourselves to be experts in the

digital realm and as digital natives we still have bits and bytes coursing through

our veins. However it is because of our understanding of brands and how to build

them in a digital world that our clients are turning to us for far more than just a

website or some SEO. Today we find ourselves as lead agency on a number of

prestigious brands. These brands see that their customers are living in a digital

world and therefore trust a partner like Quirk to lead them in that world.

Our textbook is now used in almost 1000 academic institutions globally. This is

largely due to brave and forward thinking educators to whom we owe a huge debt

of gratitude. They have walked a journey with us, embraced a book published

by an agency (a fact which hasn’t gained easy acceptance by the very traditional

academic community), and have provided us with tremendous encouragement and

invaluable feedback to ensure that this book keeps pace not only with a fast moving

industry, but with their evolving needs as well.

We believe in education. Educated people make better decisions and have more

potential for an improved life. We also believe that particularly for tertiary education

to have an effective future a partnership between the private and academic sectors

is vital. It ensures the very best education is as accessible as it can be to as many

people as possible. By making our textbook available for free online we hope to

propel this dream forward. In fact, less than 10% of the many institutions who use

our book actually pay for it and we are thrilled by this. At Quirk we want to make a

dent in the world and this is an important part of us achieving that.

vi vii

Another important change for this edition has been the appointment of our

academic partner, Red & Yellow, who have helped us improve the pedagogy and

academic rigour of the textbook. Founded twenty years ago in 1994, Red & Yellow

is one of South Africa’s leading marketing colleges. Last year Quirk Education

merged with Red & Yellow to form an academic institution which we believe

will serve its students very well into the future. This new entity combines Red

& Yellow’s tremendous experience in marketing’s academic space with Quirk’s

digital skills and online training expertise. Relevant and practical content can

thus be delivered through the methodology best suited for the student – online,

contact or a hybrid of both. In order to effectively join forces, we must see the end

of the Quirk Education brand. This is slightly sad for me, but is part of an important

evolution and I am immensely excited about the high quality of students Red &

Yellow is already producing at this early stage of their combined adventure. The

future holds great promise indeed.

From a content perspective, this book is a real step up from the previous edition. As

with the 4th Edition, we’ve maintained Quirk’s Think, Create, Engage and Optimise structure. We have, however, worked much harder to acknowledge the useful

links between disciplines throughout the book. The lines between disciplines

in the media landscape can be blurry, but we find the TCEO structure gives us

an effective way of tackling the big picture explanation for comprehension. This

foundation then enables us to focus on the nuance where the rubber hits the road.

Apart from a general update of facts, stats and case studies, we’ve made a few

other important changes. Firstly the Think section has been expanded, with a

much improved market research chapter and the addition of content strategy

chapter as well. The section is better equipped as a platform for approaching

the rest of the book and the marketing process in general. In the Create section

we’ve added a chapter on User experience design and in the Engage section the

Video Marketing and Mobile chapters have been greatly expanded to reflect their

growing importance in the marketing landscape.

The last update is a valuable one for readers of the printed edition. Because the

book is available for free download we wanted to give you extra reason to part

with your hard earned cash when buying a printed copy. To achieve this, we’ve

partnered with many great vendors to provide a wide array of useful vouchers that

will help you get started with what you learn from this book.

I started Quirk almost 15 years ago. Whilst we’ve grown successfully as a business

over that time this textbook remains my proudest achievement even though I didn’t

write it. I may have had the original idea, but it’s a team effort and I wouldn’t want

to take that away from the people who have worked so hard to make it a reality.

Putting each edition together takes a huge amount of work by many people. My

name is on the front purely because someone’s name has to be on the front.

Thankfully the font gets smaller and smaller every year.

In particular I want to recognise Kat Scholtz who has overseen the production of

this 5th Edition. I have worked with Kat for over 5 years now and you just couldn’t

find a better qualified person to lead such an effort. I mean this both from a skills

and experience perspective as well as the deep passion and excitement Kat has for

producing a great resource which we know will help many hundreds of thousands

of people. Kat has also surrounded herself with a phenomenal knowledge team

whose job it has been to synthesize the knowledge of our agency into an easy to

use guide which is accessible to all. To Kat and her team, from the bottom of my

heart I thank you so very much for your incredibly hard work in making this dream

a reality. You deserve all the credit for this fantastic book.

I’m proud of the book because it genuinely is good and it is genuinely free. To

have brought Quirk to a place where it can afford to make this contribution to our

industry and community is an incredible feeling.

We hope you enjoy our book and remember, the most important thing any human

can do is teach, even if you’re not a teacher. Share your knowledge and make the

world a better place.

Onwards and upwards!

Rob

Some thoughts on Marketing from Seth Godin.

I don’t think you’ll learn much from this textbook. It’s nothing specific--I actually

don’t think you can learn how to market from any textbook. As marketing textbooks

go, this is a very good one, but still, it’s not going to work.

It’s not going to work because marketing is about nuance, experience,

experimentation and passion. And I don’t have a clue how you could start from

scratch and learn that from a textbook, no matter how good.

So, what to do?

The first thing you should do is obsess about the terms in this book. Vocabulary

is the first step to understanding, and if you don’t know what something means,

figure it out. Don’t turn the page until you do.

Second, get out of the book. Go online. Go market.

There are very few endeavors that are as open to newcomers, as cheap and as easy

to play with. You can’t learn marketing without doing marketing. Go find a charity

or a cause or a business you believe in and start marketing. Build pages. Run ads.

Write a blog. Engage. Experiment.

If you don’t learn marketing from this process (the book for vocabulary, the web

for practicing) then you have no one to blame but yourself. You’ve already made the

first step, don’t blow it now.

We need you. Market what matters.

Seth Godin

Author Purple Cow, Permission Marketing and Linchpin ii.

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w sReviews for eMarketing:

The essential guide to marketing in a digital world Fifth Edition

Most people are looking for definitive answers in the digital space and you will find

there are not many. It is all about an approach and finding the solution that best

suits your company, strategy and organisational needs. The insights and approach

provide a well structured guide to the channels and approaches that you will need

to consider as you navigate the digital highway. A great companion to help you in

your journey.

Richard Mullins, Managing Director MEA, Acceleration

For a comprehensive source of digital marketing information, the eMarketing

textbook provides an insightful guide to the digital world with this ever changing

and dynamic environment. Having had invaluable input from the top minds in the

SA digital industry, the publication renders credible content which can be put to

task in the real time digital industry.

Nic van den Bergh, Founder & Director of Macula

Reviews for previous editions

I found eMarketing: The essential guide to digital marketing to be an excellent

guide on digital marketing. The book covers all the essentials that someone

would need on digital marketing.Rob Stokes and the Minds of Quirk provide an

excellent approach with their think, create, engage, and optimize framework.

This framework allows the reader to think carefully about their overall strategy,

the web assets that they need to create, and how to effectively engage with their

audience through multiple digital vehicles. Additionally, Rob Stokes and team

provide a great overview on how to measure and optimize one’s activities in digital

via web analytics and conversion optimization. This book provided me with a

solid background on all aspects of digital marketing. It allowed me to build and

accelerate on my foundation in digital marketing. I still use the book as a handy

guide, especially for its glossary of terms. This book is a great one stop place for

everything important to know about digital marketing.

Phillip Leacock,Digital Marketing Director, Sears Home Services

eMarketing is comprehensive and a ‘must have’ for anyone wanting to gain a more thorough understand of digital marketing. It’s ‘required reading’ for people

working in the digital space, and ‘recommended’ for those involved in advertising,

PR, social media and other areas that are ‘touched’ by digital. Having this book on

your desk as a reference tool will keep you ahead of the game.

I have found myself dipping in and out of it over the past few months, reaching for

it when I needed more information on a particular area of digital marketing, or

clarification of a technical term or phrase.

Trevor Young, Director of strategy and innovation, Edelman Australia

If you aren’t a marketer, this is a must have book; if you know a marketer, do him

or her a favour and get it for them; if you are just interested in eMarketing and want

to expand your general business knowledge, buy two copies – someone will want

to borrow them from you.

Jaco Meiring, Digital – Investec

Quirk’s eMarketing handbook covers all the most important concepts which

are necessary for eMarketing excellence today. I would highly recommend it as

both a study guide and a practitioner’s reference manual. Congratulations to the

QuirkStars on all the thought, research and work that has obviously gone into this.

Dave Duarte, founder and director of Nomadic Marketing, UCT Graduate School of Business

I found Quirk’s eMarketing textbook for my New Media Marketing class while

searching for a low cost alternative to keep textbook costs down for my students

... I found Quirk’s eMarketing textbook to be very well written, concise and to the

point regarding what people should know about internet marketing, as well as

being fairly comprehensive in the topics covered.

Karl Kasca Instructor at UCLA Extension

iv . A

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on sThe Cape Town Open Education Declaration is the product of a meeting in

the Cape Town of a coalition of educators, foundations, and Internet pioneers

in September 2007. The meeting was organised by the Open Society Institute

and the Shuttleworth Foundation. Linux entrepreneur Mark Shuttleworth said,

“Open sourcing education doesn’t just make learning more accessible, it makes

it more collaborative, flexible and locally relevant.” The Declaration’s principles

of openness in education and knowledge sharing resonate strongly with us.

To show our commitment to the Open Education Declaration, all of the contents

of the textbook are freely available online, as are supporting materials for

lecturers and for students. We know how quickly things change when it comes

to the Internet, so we are committed to regularly updating this resource. A free

download of the textbook and further materials and resources are available at

www.redandyellow.co.za/textbooks/digital.

For more information on the Open Education Declaration, and to add to

your name to the list of individuals committed to this cause, you can go to

www.capetowndeclaration.org.

Creative Commons recognises that content can be freely shared and distributed

without negating the rights of the author of the work. It’s an exciting charitable

organisation that is helping creators around the world to share their work

while still being recognised for their authorship. We have chosen a Creative

Commons licence for this work: that means the contents may be freely shared

and modified, as long the source material is acknowledged and it is not used for

commercial gain.

For more information on Creative Commons, please visit

www.creativecommons.org.

C on

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i. Preface ......................................................v

ii. Some thoughts on Marketing from Seth Godin ............................................................... ix

iii. Reviews ...................................................... x

iv. About the Open Education Declaration and the Creative Commons ........................ xiii

v. Vouchers .................................................... xv

vi. First words ................................................. 1

1. Situating digital in marketing ................... 3 1.1 Introduction .............................................. 4

1.2 Understanding marketing ........................ 4

1.3 Understanding digital marketing ............. 5

1.4 Accounting for change and how to use

this book ....................................................... 10

1.5 References .............................................. 11

Part 1. Think .................................... 13 Introduction to Think .................................... 14

2. Digital Marketing Strategy .....................15 2.1 Introduction ............................................ 16

2.2 Key terms and concepts ......................... 16

2.3 What is marketing? ................................ 17

2.4 What is digital marketing? ..................... 18

2.5 Understanding marketing strategy ........ 19

2.6 The building blocks of marketing

strategy ......................................................... 23

2.7 Crafting a digital marketing strategy ..... 26

2.8 Case study: Nike digital strategy............ 32

2.9 The bigger picture .................................. 34

2.10 Summary .............................................. 34

2.11 Case study questions ............................ 35

2.12 Chapter questions ................................ 35

2.13 Further reading .................................... 35

2.14 References ............................................ 36

3. Market Research ....................................39 3.1 Introduction ............................................ 40

3.2 Key terms and concepts ......................... 40

3.3 The importance of market research ...... 41

3.4 Key concepts in market research ........... 43

3.5 Online research methodologies ............. 48

3.6 Justifying the cost of research ............... 59

3.7 Tools of the trade .................................... 60

3.8 Advantages and challenges .................... 61

3.9 Rocking the Daisies – 2011 & 2012 –

Case Study .................................................... 61

3.10 The Bigger Picture ................................ 66

3.11 Summary .............................................. 66

3.12 Case study questions ............................ 67

3.13 Chapter questions ................................ 67

3.14 Further reading .................................... 67

3.15 References ............................................ 67

4. Content Marketing Strategy ...................69 4.1 Introduction ............................................ 70

4.2 Key terms and concepts ......................... 70

4.3 Defining Content marketing ................... 71

4.4 Strategic building blocks ........................ 72

4.5 Content creation ..................................... 78

4.6 Content channel distribution .................. 81

4.7 Tools of the trade .................................... 81

4.8 Advantages and challenges .................... 82

4.9 Case study – Coca-Cola Company ......... 83

4.10 The Bigger Picture ................................ 85

4.11 Summary .............................................. 85

4.12 Case study questions ............................ 85

4.13 Chapter questions ................................ 86

4.14 Further reading .................................... 86

4.15 References ............................................ 86

Part 2. Create................................... 89 introduction to create .............................90

5. User Experience Design .........................93 5.1 Introduction ............................................ 94

5.2 Key terms and concepts ......................... 94

5.3 Understanding UX design ....................... 96

5.4 Core principles of UX design .................. 98

5.5 Mobile UX .............................................. 103

5.6 Step-by-step guide to UX design .......... 106

5.7 Tools of the trade .................................. 124

5.8 Case study: Rail Europe ....................... 125

5.9 The bigger picture ................................ 127

5.10 Summary ............................................ 127

5.11 Case study questions .......................... 128

5.12 Chapter questions .............................. 128

5.13 Further reading .................................. 128

5.14 References .......................................... 128

6. Web Development and Design ..............131 6.1 Introduction .......................................... 132

6.2 Key terms and concepts ....................... 132

6.3 Web design ........................................... 134

6.4 Web development ................................. 143

6.5 Mobile development ............................. 148

6.6 Step-by-step guide to building

a website..................................................... 154

6.7 Case study – The Boston Globe ............ 157

6.8 The bigger picture ................................ 162

6.9 Summary .............................................. 162

6.10 Case study questions .......................... 162

6.11 Chapter questions .............................. 163

6.12 Further reading .................................. 163

6.13 References .......................................... 163

7. Writing for Digital ................................165 7.1 Introduction ......................................... 166

7.2 Key terms and concepts ....................... 166

7.3 Writing for your audience ..................... 167

7.4 Types of web copy ................................. 170

7.5 HTML for formatting ............................. 181

7.6 SEO copywriting .................................... 182

7.7 Best practices for online copywriting .. 185

7.8 Tools of the trade .................................. 190

7.9 Case study: Encyclopaedia

Britannica Online ........................................ 191

7.10 The bigger picture .............................. 192

7.11 Chapter summary ............................... 193

7.12 Case Study questions ......................... 193

7.13 Chapter questions .............................. 193

7.14 Further reading .................................. 194

7.15 References .......................................... 194

Part 3. Engage ................................197 introduction to engage ............................... 198

8. Customer Relationship Management ...201 8.1 Introduction .......................................... 202

8.2 Key terms and concepts ....................... 203

8.3 A CRM model ........................................ 203

8.4 Understanding customers .................... 204

8.5 CRM and data ....................................... 206

8.6 The benefits of CRM ............................. 214

8.7 Social CRM............................................ 217

8.8 Step-by-step guide to implementing

a CRM strategy ........................................... 220

8.9 Tools of the trade .................................. 222

8.10 Case study: Fuji Xerox ....................... 223

8.11 The bigger picture .............................. 225

8.12 Summary ............................................ 226

8.13 Case study questions .......................... 227

8.14 Chapter questions .............................. 227

8.15 Further reading .................................. 227

8.16 References .......................................... 227

9. Search Engine Optimisation (SEO) .......229 9.1 Introduction .......................................... 230

9.2 Key terms and concepts ....................... 231

9.3 Understanding SEO .............................. 233

9.4 Search engine friendly website

structure ..................................................... 234

9.5 SEO and key phrases ............................ 235

9.6 Link popularity ...................................... 241

9.7 User insights ........................................ 246

9.8 What not to do ....................................... 251

9.9 Tools of the trade .................................. 252

9.10 Benefits and challenges ..................... 253

9.11 Case study: Viewpoints.com and the

Panda update.............................................. 254

9.12 The bigger picture .............................. 256

9.13 Summary ............................................ 257

9.14 Case study questions .......................... 257

9.15 Chapter questions .............................. 258

9.16 Further reading .................................. 258

9.17 References .......................................... 258

10. Search Advertising .............................263 10.1 Introduction ........................................ 264 10.2 Key terms and concepts ..................... 265

10.3 Advertising in search .......................... 266

10.4 The elements of a search ad .............. 268

10.5 Targeting options ................................ 276

10.6 Bidding and ranking for search ads ... 278

10.7 Tracking .............................................. 282

10.8 Planning and setting up a search

advertising campaign ................................. 283

10.9 Tools of the trade ................................ 284

10.10 Advantages and challenges .............. 285

10.11 Case study – ‘Sister Act’ on

Broadway .................................................... 287

10.12 The bigger picture ............................ 288

10.13 Summary .......................................... 289

10.14 Case study questions ........................ 289

10.15 Chapter questions ............................ 289

10.16 Further reading................................. 289

10.17 References ........................................ 290

11. Online Advertising .............................293 11.1 Introduction ........................................ 294

11.2 Key terms and concepts ..................... 294

11.3 Online advertising objectives ............. 296

11.4 The key differentiator ......................... 298

11.5 Types of display adverts ..................... 298

11.6 Payment models for display

advertising .................................................. 301

11.7 Getting your ads online ...................... 303

11.8 Targeting and optimising .................... 309

11.9 Tracking .............................................. 311

11.10 Step-by-step guide to online

advertising .................................................. 311

11.11 The future of online advertising ....... 313

11.12 Advantages and challenges .............. 314

11.13 Case study – Toyota Prius ................. 315

11.14 The bigger picture ............................ 317

11.15 Summary .......................................... 318

11.16 Case study questions ........................ 318

11.17 Chapter questions ............................ 319

11.18 Further reading................................. 319

11.19 References ........................................ 319

12. Affiliate Marketing .............................321 12.1 Introduction ........................................ 322

12.2 Key terms and concepts ..................... 322

12.3 The building blocks of affiliate

marketing ................................................... 323

12.4 Setting up a campaign ........................ 334

12.5 Tools of the trade ................................ 336

12.6 Advantages and challenges ................ 337

12.7 Case study .......................................... 338

12.8 The bigger picture .............................. 339

12.9 Summary ............................................ 340

12.10 Case study questions ........................ 341

12.11 Chapter questions ............................ 341

12.12 Further reading................................. 341

12.13 References ........................................ 341

13. Video Marketing ................................343 13.1 Introduction ........................................ 344

13.2 Key terms and concepts ..................... 345

13.3 Video content strategy ........................ 346

13.4 Video production step by step ............ 348

13.5 Video promotion .................................. 356

13.6 Tools of the trade ................................ 359

13.7 Advantages and challenges ................ 360

13.8 Case study – Woolworths: ‘Cook like a

MasterChef’ for MasterChef South Africa ... 360

13.9 The bigger picture .............................. 362

13.10 Summary .......................................... 363

13.11 Case study questions ........................ 363

13.12 Chapter questions ............................ 363

13.13 Further reading................................. 364

13.14 References ........................................ 364

14. Social Media Channels .......................365 14.1 Introduction ........................................ 366

14.2 Key terms and concepts ..................... 367

14.3 Social media channels ....................... 368

14.4 Social networking ............................... 369

14.5 Content creation ................................. 375

14.6 Bookmarking and aggregating ........... 387

14.7 Location and social media .................. 390

14.8 Tracking social media campaigns ...... 390

14.9 Social media marketing: Rules of

engagement ............................................... 392

14.10 Tools of the trade .............................. 394

14.11 Advantages and challenges .............. 394

14.12 Case study – Col’Cacchio

#PriceSlice ................................................. 395

14.13 The bigger picture ............................ 401

14.14 Summary .......................................... 401

14.15 Case study questions ........................ 402

14.16 Chapter questions ............................ 402

14.17 Further reading................................. 402

14.18 References ........................................ 402

15. Social Media Strategy ........................405 15.1 Introduction ........................................ 406

15.2 Key terms and concepts ..................... 406

15.3 Using social media to solve business

challenges .................................................. 407

15.4 Step-by-step guide to creating a social

media strategy ............................................ 413

15.5 Documents and processes ................. 417

15.6 Dealing with opportunities and

threats ........................................................ 422

15.7 Step-by-step guide for recovering from

an online brand attack ............................... 424

15.8 Social media risks and challenges .... 425

15.9 Case study – Super Bowl Social

Media Command Center ............................ 426

15.10 Summary .......................................... 427

15.11 Case study questions ........................ 429

15.12 Chapter questions ............................ 429

15.13 Further reading................................. 429

15.14 References ........................................ 429

16. Email Marketing .................................431 16.1 Introduction ........................................ 432

16.2 Key terms and concepts ..................... 433

16.3 Email strategy and planning .............. 434

16.4 Step-by-step process ......................... 439

16.5 Tools of the trade ................................ 454

16.6 Advantages and challenges ................ 455

16.7 Case study – Zando ............................. 456

16.8 The bigger picture .............................. 457

16.9 Summary ............................................ 458

16.10 Case study questions ........................ 458

16.11 Chapter questions ............................ 459

16.12 References ........................................ 459

17. Mobile Marketing ...............................461 17.1 Introduction ........................................ 462

17.2 Key terms and concepts ..................... 463

17.3 The role of mobile in personal

communication ........................................... 464

17.4 Mobile messaging channels ............... 467

17.5 Location and mobile ........................... 474

17.6 Mobile commerce ............................... 477

17.7 Integrating mobile into online

marketing ................................................... 483

17.8 Augmented reality .............................. 483

17.9 Mobile analytics .................................. 485

17.10 Advantages and challenges .............. 486

17.11 Case study – Carling Black Label’s

“Be the Coach” ........................................... 487

17.12 The bigger picture ............................ 488

17.13 Summary .......................................... 489

17.14 Case study questions ........................ 489

17.15 Chapter questions ............................ 489

17.16 Further reading................................. 490

17.17 References ........................................ 490

Part 4. Optimise ..............................495 introduction to optimise ............................. 496

18. Data Analytics ....................................497 18.1 Introduction ........................................ 498

18.2 Key terms and concepts ..................... 498

18.3 Working with data ............................... 500

18.4 Setting objectives, goals and KPIs ..... 503

18.5 Tracking and collecting data .............. 506

18.6 Analysing data .................................... 513

18.7 Tools of the trade ................................ 517

18.8 Advantages and challenges ................ 518

18.9 Case study: Motoreasy ....................... 519

18.10 The bigger picture ............................ 521

18.11 Summary .......................................... 521

18.12 Case study questions ........................ 522

18.13 Chapter questions ............................ 522

18.14 Further reading................................. 522

18.15 References ........................................ 522

19. Conversion Optimisation ....................525 19.1 Introduction ........................................ 526

19.2 Key terms and concepts ..................... 526

19.3 What can you test? .............................. 527

19.4 Designing tests ................................... 531

19.5 Step-by-step guide to conversion

optimisation ................................................ 534

19.6 Tools of the trade ................................ 538

19.7 Case study – Quirk Education............. 538

19.8 Bigger picture ..................................... 541

19.9 Chapter summary ............................... 541

19.10 Case study questions ........................ 541

19.11 Chapter questions ............................ 542

19.12 Further reading................................. 542

19.13 References ........................................ 542

20. Appendix: Understanding the Internet ..543 20.1 History of the Internet ........................ 544

20.2 How the Internet works ...................... 548

20.3 How people access the Internet ......... 551

20.4 What does this have to do with

marketing? ................................................. 551

20.5 References .......................................... 551

vii. Last Words .........................................553 Further reading .......................................... 555

viii. Glossary ............................................557

ix. Index ...................................................569

x. Contributors .........................................588

C on

te nt

vi . F

ir st

w or

The first edition of eMarketing: the essential guide to digital marketing was published in 2008. It wasn’t our plan to write the equivalent of a book every year – but rapid sales, along with

the ever-shifting digital landscape and an edition that was published exclusively in the United

States means that we are now on our fifth edition. This is an achievement that we are very

proud of.

Once again, we have drawn on the expertise of professionals and agencies in our network and

used their feedback to ensure that this book is representative of the most recent developments

in our fast-paced industry.

This edition has a slightly different title: eMarketing: the essential guide to marketing in a digital world. This reflects our insight that digital is more than just a channel and that the basic principles of marketing remain the same; we simply have an ever-evolving array of technology

to apply them through.

The book is structured similarly to the fourth edition, enabling readers to follow it sequentially

and get an overview of how the different elements of digital fit together, while also providing a

guide for those who want to dip in and out of chapters or need to brush up on specific areas.

The book is structured according to how the Quirk agency works:

• Think: we research, plan and strategise for brands and campaigns

• Create: we build beautiful, highly functional assets and content for those brands and campaigns

• Engage: we use the power of the connected web to drive traffic to those assets and leverage the available channels to build strong customer relationships

• Optimise: we relentlessly use data and analysis to improve all our marketing efforts

Some of the content is wholly new (Content Strategy, User Experience Design), some of it

has been conceptually overhauled (Digital Strategy, Mobile Marketing, Web Development and

Design, Market Research, CRM, Video Marketing) and some of the core topics remain similar

but are fully up to date to reflect the latest changes in industry globally.

Within each chapter, there are notes along the way to point you in the direction of further

material and, at the end of each chapter, there are links to some great blogs or books relevant

to that chapter. If you want to keep up to date, these resources are a great place to start.

When you’ve finished reading, the next important step is to start doing! Put what you have

learnt into action. Throughout the book, we have listed low- and no-cost ways to get started –

all that’s needed is your brain, some enthusiasm and some time. There are several vouchers

in the print edition of the textbook, so you can get started with the practical application of what

you have read. If you don’t want to experiment with your own business, help out a friend!

Good luck and have fun.

Wishing you digital success,

The QuirkStars

01 Situating digital in

marketing

4 5

1.1 Introduction

Today, no marketing strategy is complete if it does not incorporate digital strategy

and expression. Understanding digital requires thinking beyond any one tool or

channel, and towards an exchange of value: an economic system trading with

attention as currency.

What is digital? Bud Caddell defines ‘digital’ as “a participatory layer of all media

that allows users to self-select their own experiences, and affords marketers

the ability to bridge media, gain feedback, iterate their message, and collect

relationships” (Caddell, 2013). In other words, digital is a new way of exploring

content (for users) and connecting with customers (for marketers).

Digital is not just a set of marketing channels – it’s a different way of thinking about

how people engage with media, each other and the world around them. Digital

enables you to segment your audience and customise messages in a valuable and

measurable way. The availability of information, our inherent desire to contribute,

and user-friendly technology have rewritten the rules of engagement. People

are not passive consumers; they are empowered as publishers, editors and

commentators. The conversation is multi-directional and usually not started or

controlled by brands.

In this chapter, you will gain:

• An understanding of the role digital can play in a marketing plan

• An approach to reaching people in a world of digital tools

• Insight into how to get the most out of this textbook

1.2 Understanding marketing

Before we can delve into digital marketing, it’s important to understand the

fundamentals that underpin marketing itself. After all, digital marketing has the

same purpose, intentions and objectives.

Dr Philip Kotler defines marketing as follows, “Marketing is that function of the

organisation that can keep in constant touch with the organisation’s consumers,

read their needs, develop products that meet these needs, and build a programme

of communications to express the organisation’s purposes”.

(Kotler and Levy, 1969: p 15).

1.3 Understanding digital marketing

How does digital marketing fit into this definition? There is, in fact, no basic

difference between ‘traditional’ marketing and digital marketing. They are one

and the same.

Ultimately, the aim of any type of marketing is to keep customers and stimulate

sales in the future. Digital communication tools make it possible to connect and

build long-term relationships with customers.

Digital marketing helps to create consumer demand by using the power of the

interconnected, interactive web. It enables the exchange of currency but, more

than that, it enables the exchange of attention for value. This is referred to as the

attention economy.

Digital marketing is powerful in two fundamental ways. First, the audience can be

segmented very precisely – even down to factors like current location and recent

brand interactions – which means that messages can (and must) be personalised

and tailored specially for them.

Second, the digital sphere is almost completely measurable – every minute and

every click by a customer can be accounted for. In digital you can see exactly how

various campaigns are performing, which channels bring the most benefit, and

where your efforts are best focused.

1.3.1 Crowdsourcing

Crowdsourcing is a powerful example of the way digital tools have enabled

certain ways of thinking. In simple terms, crowdsourcing is a distributed

problem-solving and production model that relies on an active community

to find solutions to problems. Crowdsourcing relies heavily on the tools and

communication forms made possible by the Internet.

Given that the Internet connects people all over the world through different

publishing tools and technologies, the information and ideas on these channels

have become commodities in themselves. In the past, we had to gather physically

to create crowds. Now, with technology, crowds can be closely connected while

being geographically distant.

By listening to the crowd and asking for their contributions, organisations

can gain first-hand insight into their customers’ needs and desires, and build

products and services that meet those needs and desires. With an earned

sense of ownership, communities may feel a brand-building kinship with the

community through collaboration and contribution.

Situating digital in marketing › Understanding digital marketingSituating digital in marketing › Introduction

6 7

Using the Internet, a savvy organisation can tap a wider range of talent and

knowledge than is contained in its own resources. Tapping into this resource

can be done in one of three ways:

1. Crowdsourcing, which involves asking and enabling people to share their ideas or creations in exchange for an emotional or monetary reward. This

is the most common type used for marketing and idea generation. Websites

such as Threadless (www.threadless.com), Idea Bounty (www.ideabounty.com)

and Wikipedia (en.wikipedia.org) are prime examples of crowdsourcing.

2. Crowdfunding, which involves asking many people in a large crowd each to donate a small amount of money in order to gather a large sum to fund

a specific project or venture. Kickstarter (www.kickstarter.com) is a well-

known platform where people who want to start projects can ask for backers

to fund them. The higher the contribution, the more the backer will receive

once the project is complete.

3. Microtasking, which involves breaking a big task or project down into tiny components and asking many people to each complete a few of these

components, usually for payment. One company that uses microtasking

is BrandsEye (www.brandseye.com), which pays members of its crowd to

evaluate the sentiment behind mentions in social media.

Communities that use crowdsourcing platforms exist for different reasons.

Some exist because there are people who have a keen interest in and affinity for

those brands. They participate in the community because they want to improve

the products and services they receive. Others want to gain a monetary reward

or the prestige of devising the winning solution.

Whatever the case, crowdsourcing demonstrates the power of the Internet – it

connects people, builds communities, spreads messages, and taps into a global

source of ideas and inspiration.

1.3.2 Digital audiences

Both the media landscape and people’s media habits have changed. There are

many fragmented and highly specific niche communities at play across multiple

digital media channels.

At the same time, people’s attention is fragmented by the many new media

channels and tools available – on top of traditional media, we now have social

networks, emails, web tools, mobile devices and more splitting our attention.

With so many choices and too little time, audiences have become very skilled at

ignoring marketing messages.

Figure 1. The ways in which people use digital media. (Source: InMobi,2012)

The key to succeeding is two-fold: ideas must be remarkable, and you must find a

niche group who are obsessed with your product and willing to devote their scant

attention to it. These fans may tell their friends and, in doing so, spread the word

over their interconnected digital networks. If most consumers are likely to ignore

your marketing message then the goal is to speak to those who are actually listening.

This leads to another key digital consideration. These days, people themselves are

media channels. After all, most of us create, share, comment on and link to content

that we find interesting – or that we think will interest our friends and followers.

These personalised digital broadcasts are intercepted by people who are interested

in what we are saying and have chosen to listen to us. Through this, individuals have

become conduits for information, ideas and news in a powerful way.

Figure 2. YouTube user ComicBookGirl19 broadcasts valuable content.

Situating digital in marketing › Understanding digital marketingSituating digital in marketing › Understanding digital marketing

8 9

This exchange of ideas comes down to creating communities and nurturing

relationships. Digital helps us to understand these relationships better.

1.3.3 Segmenting and customising messages

All of these ideas about niche communities, influential media personalities and

fragmented attention spans tie in to the ability to segment online audiences and

customise messages.

Segmentation is the process of taking a single, general audience and dividing

it up according to specific groupings or characteristics. Once this is done, each

group can be targeted differently depending on their needs from the brand. For

example, a bank may serve a wide range of customers, but the messages it sends

to segments such as young high-income earners, small-business owners and

retirees will be very different – necessarily so.

Digital offers a wealth of user information, the ability to target users based on

these factors, and the availability of technology for creating and managing large

databases. In digital marketing segmentation, customers can be reached across

a wide range of communication channels depending on their preferences and

needs. The focus should not be on separate channels, but on how digital channels

can enable and work with the strengths of what may be considered ‘traditional’

media such as TV or billboards. Today, digital often plays the role of a bridge for

customers between different marketing media, allowing them to respond to a

broadcast message on TV through a social media property for instance, where

they can obtain a deeper, richer and more interactive brand experience.

Once an audience segment has been created, the message sent to it can also

be customised (often automatically) thanks to the availability of the necessary

information and digital tools. This can be as small as adding the customer’s name

to an email greeting, or as significant as tailoring an entire page of content to their

buying history, connections and brand interactions. For example, Amazon provides

product recommendations to users based on the items that they have bought as

well as similar products purchased by others.

Figure 3. Amazon recommends items based on past purchases and views.

1.3.4 Measurability

The second factor that distinguishes digital is its measurability. Because of the

technology on which it is built, almost every action on the web can be tracked,

captured, measured and analysed.

The benefit for marketers should be clear. While traditional media are undoubtedly

effective, it’s sometimes hard to know exactly what is working, how well it’s

working, and why. Digital can help you pinpoint the success of campaigns down to

the channel, audience segment, and even time of day.

Figure 4. Measuring online data can tell you, for example, when the best time is to send an email. (Source: Harvest Retail Marketing, 2013)

Web analytics – the discipline of tracking, analysing and drawing insight from

online data – can also go a step further to helping a marketer understand the

audience’s intent. While the data merely answers what people are doing, looking

at this in conjunction with other insights can help you understand why they are

doing it as well.

Measurability in digital is not just about understanding the technology, although

that is a necessary first step. It’s about understanding how people and technology

intersect – with the ultimate goal of using this information to craft the most

effective and relevant marketing messages. As Kotler would say, it circles back to

the notion of “creating and satisfying customers at a profit” (Kotler, 1991).

1.3.5 The TCEO model

There are many models for approaching digital marketing but we have found it

most effective to group it into four interrelated disciplines: Think, Create, Engage

and Optimise. This grouping creates a process that will result in the optimal use

of digital tactics.

Situating digital in marketing › Understanding digital marketingSituating digital in marketing › Understanding digital marketing

8am

4am

12am

8pm

4pm

12pm

Response rates were highest at night and early

in the morning

Transaction rate (%)

.13.13

.20 .34

.15.15

8am

12 2

4am

12am

8pm

4pm

12pm

% of Volume

10 11

The diagram below illustrates the interrelation between the disciplines and

highlights how the Optimise function should be present at each stage:

THINK is the starting point in our approach. It is tasked with developing strategic plans for the digital world. Like traditional communications planning, it includes

topics such as consumer insights, research, concept development, budget

allocation and channel planning.

CREATE brings concepts to life by executing campaigns and shaping platforms. It covers all aspects of creating web assets, from web design and development to

conceptual copywriting, the creation of social media assets, mobile development,

engineering business systems and social media integration.

ENGAGE is responsible for driving traffic and building relationships. Media buying and planning, search engine optimisation, email marketing, social media and

campaign management are some of the key activities here.

OPTIMISE is about continuous improvement. It delivers insight and lessons through analytics, data mining, conversion optimisation and testing. Optimise is

relevant at each stage of the process.

1.4 Accounting for change and how to use this book

It must be acknowledged that the term ‘digital’ is becoming increasingly insufficient

for discussing the topics shared in this chapter. The idea of an analogue system

is increasingly irrelevant and so referring to something as ‘digital’ can suggest a

very broad meaning that, at its worst, is so vague that it becomes meaningless.

eMarketing, the title of this book, is also a term that has lost some relevance since our first edition. As the field matures and the effect of digital thinking, for lack

of a better phrase, becomes both more evident and acknowledged, terms and

practices will evolve to account for this.

For those with inquisitive minds who would like an introduction to how the Internet

itself works (and we know there are many of you!), we have included a break down

as an appendix at the back of this book. There you will also find a history of the

Internet. Both sections contain valuable information that will likely inform your

interactions on this powerful medium.

At its core, marketing is about conversations and the Internet has become a hub

of conversations. The connected nature of the Internet allows us to follow and

track these conversations and provides entry points for all parties. What follows in

this book are ways of conversing with existing and potential customers using the

Internet. This textbook can be read from back to front or used as a reference guide.

Key terms, concepts and interrelated subjects are highlighted in each chapter.

Apply the knowledge you gain for success and let us know how it goes!

1.5 References

Caddell, B., (2013) Digital Strategy 101. [Online] Available at: http://www.slideshare.net/bud_caddell/digital-

strategy-101-24081694

[Accessed 23 August 2013].

Harvest Retail Marketing, (2013) Email time chart. [Online image] Available at: http://harvestretailmarketing.com/client-uploads/12-12-email-

time-chart.png

[Accessed 27 September 2013].

InMobi., 2012. New mobile web stats InMobi. [Online] Available at: http://i.marketingprofs.com/assets/images/daily-data-point/

new-mobile-web-stats-inmobi.jpg

[Accessed 27 September 2013].

Kotler, P. and Levy, S., 1969, “Broadening the Concept of Marketing” in

Journal of Marketing (Vol. 33, No.1). American Marketing Association.

Situating digital in marketing › ReferencesSituating digital in marketing › Understanding digital marketing

Part 1 Think

What’s inside: An introduction to some key terms and concepts and a guide to understanding strategy. We look at the questions to ask when compiling a digital marketing

strategy, and a digital marketing strategy in action.

Introduction to Think It seems too obvious to mention, but the foundation of consistently successful

marketing communications lies in thorough planning and strategic preparation.

Before you execute digital campaigns, you need to plan them. You need to

research and understand your product, your communication challenge, your

market, your competitors and, of course, your consumers. We call planning,

strategy and research Think.

Think is the first step in a strategic process:

1. Think: Research, plan and strategise. Use the opportunities of digital to meet communication, market and product challenges. Plan assets and

campaigns.

2. Create: Make beautiful assets, from websites and videos to banner adverts and applications.

3. Engage: Use channels to drive traffic to those assets and build relationships with customers.

4. Optimise: Track and analyse to understand how assets and campaigns are performing. Derive insight to improve and test assets and

campaigns.

The first section of this book is devoted to Think.

Digital Marketing Strategy tackles how the Internet has changed and challenged the world in which we market, and how best to use digital tools and tactics for

effective marketing strategies.

Market Research unpacks how to use the Internet to understand audiences and campaigns. The Internet was originally developed as an academic tool for sharing

research. This is ideal for savvy marketers – this chapter addresses some

considerations for online market research.

Content Marketing Strategy lays out the building blocks for effectively using content, not advertising, to reach audiences. Brands are required to think like

publishers – which means a consideration of far more than just the end product.

Content targeting, production, planning and distribution must be considered. This

chapter lays out concepts and processes that assist in creating relevant content.

Think › Introduction

02 Digital

Marketing Strategy

16 17

Digital Marketing Strategy › What is marketing?Digital Marketing Strategy › Introduction

2.1 Introduction A strategy indicates the most advantageous direction for an organisation to take

over a defined period of time. It also outlines which tactics and means should be

used to execute this direction. Originating as a military term, strategy is about

using your strengths, as well as the context in which you are operating, to your

advantage.

In marketing, strategy starts with understanding what the business wants to

achieve, or what problem it wants to solve. It then considers the context in which

the business and its competitors operates, and outlines key ways in which the

business and brand can gain advantage and add value.

In this chapter, you will learn:

• How to define and distinguish business strategy, marketing strategy

and digital strategy

• The key building-block concepts that are essential to any strategy

• The questions that need to be asked when assembling a digital

marketing strategy

2.2 Key terms and concepts

Term Definition

Application programming interface (API)

A particular set of rules and specifications that software programs can abide by when communicating with each other. It serves as an interface between programs and facilitates their communication, similar to the way in which a user interface facilitates communication between humans and computers. APIs are often used by third-party developers to create applications for social media websites such as Twitter and Facebook.

Cluetrain Manifesto A set of 95 theses organised as a call to action (CTA) for businesses operating within a newly connected marketplace.

Market share In strategic management and marketing, the percentage or proportion of the total available market or market segment that is being serviced by a company.

Metric A unit of measurement.

Online Reputation Management (ORM)

The understanding and influencing of the perception of an entity online. This entails ensuring that you know what is being said about you, and that you are leading the conversation.

Pay per click (PPC) Pay per click is advertising where the advertiser pays only for each click on their advert.

Return on investment (ROI)

The ratio of cost to profit.

Really Simple Syndication (RSS)

RSS allows you to receive/syndicate this information without requiring you constantly to open new pages in your browser.

Search engine optimisation (SEO)

SEO is the practice that aims to improve a website’s ranking for specific keywords in the search engines.

Short Message Service (SMS)

Electronic messages sent on a cellular network.

Simple Object Access Protocol (SOAP)

A simple XML-based protocol to allow for the exchanging of structured information over HTTP.

Strategy

A set of ideas that outline how a product line or brand will achieve its objectives. This guides decisions on how to create, distribute, promote and price the product or service.

Tactic A specific action or method that contributes to achieving a goal.

WebPR Public relations on the web. Online news releases and article syndication promote brands as well as drive traffic to sites.

eXtensible Markup Language (XML)

A standard used for creating structured documents.

2.3 What is marketing?

A simple definition for marketing is that it is the creation and satisfaction of

demand for your product or service. If all goes well, this demand should translate

into sales and, ultimately, revenue.

In 2012, Dr Philip Kotler defined marketing as “the science and art of exploring,

creating, and delivering value to satisfy the needs of a target market at a profit.

Marketing identifies unfulfilled needs and desires. It defines, measures and

quantifies the size of the identified market and the profit potential” (Kotler, 2012).

In order to motivate people to pay for your product or service, or to consider your

organisation superior to your competitors, you need to create meaningful benefits

and value for the consumer. The value that a marketer should seek to create

should be equal to or even greater than the cost of the product to the consumer.

Doing this often and consistently enough will grow trust in and loyalty towards the

brand.

18 19

2.4 What is digital marketing?

If marketing creates and satisfies demand, digital marketing drives the creation

of demand using the power of the Internet, and satisfies this demand in new and

innovative ways. The Internet is an interactive medium. It allows for the exchange

of currency, but more than that, it allows for the exchange of value.

A business on the Internet can gain value in the form of time, attention and advocacy

from the consumer. For the user, value can be added in the form of entertainment,

enlightenment and utility; content marketing is one powerful way to create value.

The reciprocity of the transaction is what’s important here – in other words, the

exchange is a two-way street that provides benefit to both parties simultaneously.

The Internet has changed the world in which we sell. It is not a new marketing

channel; instead, it creates a new paradigm for the way in which consumers

connect with brands and with each other. The complete scope of marketing is

practised on the Internet – products and services are positioned and promoted,

purchased, distributed and serviced. The web provides consumers with more

choice, more influence and more power. Brands have new ways of selling, new

products and services to sell, and new markets to which they can sell.

The roles played by marketing agencies are shifting too. So-called ‘traditional’

agencies are getting better at digital marketing, while agencies that started out

as digital shops are starting to play in the traditional advertising space. More

than ever, integrated strategies that speak to an overall brand identity are vital to

achieving an organisation’s goals. Consumers are increasingly more fluent in their

movement across channels and in their use of multiple of channels at once. They

expect the same from the brands with which they connect. Anyone still thinking in

the old ‘traditional versus digital’ dichotomy is sorely out of date.

However, marketing on the Internet does not mean throwing out the rule book

on marketing and business principles. Instead, the Internet provides a new

environment in which to build on these. Profit is still revenue less cost. The Internet

does not change that.

Brands build loyalty among users who love their products or services. Users fall

in love with products and services when their experience is tailored to their needs,

and not the needs of the brand. More than any other type of marketing, digital

marketing is measurable. This gives brands the opportunity to build tailored,

optimised brand experiences for consumers.

2.5 Understanding marketing strategy

2.5.1 Business and brand strategy

Before you can delve into marketing strategy, take a step back and consider the

business and brand with which you are working.

The end-goal of any business is to make money, in one way or another. Business

strategy asks the questions: ‘What is the business challenge we are facing that

prevents us from making more revenue?’ or, ‘What business objective should we

strive for in order to increase the money in the bank?’

The brand is the vessel of value in this equation. The brand justifies why the

business matters, and what value its adds to people’s lives. The value of the brand

is measured in terms of its equity – how aware are people of the brand? Does it

hold positive associations and perceived value? How loyal are people to the brand?

When you have the answer to this question, you can formulate a marketing strategy

to address the challenge or objective you’ve discovered.

2.5.2 Marketing strategy

The purpose of a marketing strategy is to address a business or brand challenge

or objective that has been revealed. An effective strategy involves making a series

of well-informed decisions about how the brand, product or service should be

promoted; the brand that attempts to be all things to all people risks becoming

unfocused or losing the clarity of its value proposition.

For example, a new airline would need to consider how it is going to add value to

the category and differentiate itself from competitors; whether their product is

a domestic or international service; whether its target market would be budget

travellers or international and business travellers; and whether the channel would

be through primary airports or smaller, more cost-effective airports. Each of these

choices will result in a vastly different strategic direction.

To make these decisions, a strategist must understand the context in which

the brand operates: what are the factors that affect the business? This means

conducting a situational analysis that looks at four pillars:

1. The environment

2. The business

3. The customers

4. The competitors

Digital Marketing Strategy › Understanding marketing strategyDigital Marketing Strategy › What is digital marketing?

NOTE

What brand interactions have you had that

you actually consider valuable?

20 21

Out of this, you can determine what the brand or product’s unique selling point

(USP) is. A USP is the one characteristic that makes your product or service better

than the competition’s – what unique value does it have? Does it solve a problem

that no other product does?

Understanding customers In order truly to understand your customers, you need to conduct market research

(discussed in much more detail in the next chapter). Try not to make assumptions

about why people like and transact with your brand – you may find their values and

motives are quite different from what you thought. Ongoing research will help you

build a picture of what particular benefit or feature your business provides to your

customers, allowing you to capitalise on this in your marketing content.

One important area on which to focus here is the consumer journey – the series of

steps and decisions a customer takes before buying from your business (or not).

Luckily, online data analytics allow you to get a good picture of how people behave

on your website before converting to customers; other forms of market research

will also help you establish this for your offline channels.

On the Internet, a consumer journey is not linear. Instead, consumers may engage

with your brand in a variety of ways – for example, across devices or marketing

channels – before making a purchase.

Figure 2. The customer journey is cyclical. (Source: Adapted from Brilliant Noise, 2012)

Here are some considerations and tools for conducting your brand’s situational

analysis.

Understanding the environment The environment is the overall context or ‘outside world’ in which the business

functions. It can involve anything from global economics (how well is the local

currency performing these days?) to developments in your industry. Every brand

will have a specific environment that it needs to consider, based on the type of

product or service it produces.

An analysis of the business and brand environment will typically consider political,

economic, social, technological, legal and environmental (PESTLE) influences to

identify a clear set of considerations or issues pertinent to the marketing strategy.

Understanding the business There are several marketing models that can be used to understand the business

and brand you are working with. Since it’s essential for all marketing messages

to encapsulate the brand’s identity and objectives, this is a very important step.

A crucial consideration is the brand itself. What does it stand for? What does it

mean? What associations, ideas, emotions and benefits do people associate with

it? What makes it unique?

There are several levels of branding to investigate:

Figure 1. Understanding the business’ brand. (Source: Adapted from Noesis Marketing, 2011)

NOTE

This answers the question: ‘What external

factors will have an influence on the

marketing objectives you set?’

NOTE

This answers the question: ‘What are the special things about your brand that make it marketable and unique?’

Digital Marketing Strategy › Understanding marketing strategyDigital Marketing Strategy › Understanding marketing strategy

Brand Idea The essence of

your brand

Brand/Product Persona

The manifestation of the brand in human characteristics

Emotional Benefits How does your product service make

the consumer feel?

Functional Benefits Summarises the tangible benefits to the consumer

Features & Attributes Tangible assets of your product or services focus on most

desirable/differentiation

Brand Pyramid Template

Bond

The Loyalty

Loop

Awareness

Consider

Evaluate

A dvocate

Buy!

22 23

The goal is to reach customers with the right marketing message at the right

stage of their journey. For example, you may want to use aspirational messages for

someone in the exploration phase, but focus on more direct features and benefits

(such as a lower price) when they’re almost ready to buy.

Understanding competitors Finally, it’s important to know who else is marketing to your potential customers,

what they offer, and how you can challenge or learn from them.

On the Internet, your competitors are not just those who are aiming to earn

your customers’ money; they are also those who are capturing your customers’

attention. With more digital content being created in a day than most people could

consume in a year – for example, over 100 hours of video are uploaded to YouTube

every minute (YouTube, 2013) – the scarcest resources these days are time, focus

and attention.

When considering competition, it’s also worthwhile looking at potential

replacements for your product. The Internet is disrupting and accelerating the

pace of disintermediation in a number of industries, meaning that people can now

go directly to the business instead of transacting through a middleman (look at the

travel industry as an example). To stay ahead, you should be looking at potential

disruptors of your industry as well as the existing players.

2.5.3 Digital marketing strategy

Once you have a clear sense of what the business challenge or objective is, and you

have defined how your marketing strategy will work towards fulfilling it, you can

start thinking about your digital marketing strategy.

Consider that in the early days of TV, when the new medium was not as yet

entirely understood, there were separate ‘TV planners’ who created a ‘TV

strategy’ for the brand. Over time, this was incorporated into the overall

marketing strategy (as it should be).

The same is going to happen with digital. Increasingly, digital thinking is being

incorporated into marketing strategy from day one. This section considers

digital strategy separately in order to highlight some differences in approach,

but this should change in practice over time.

Digital marketing strategy builds on and adapts the principles of traditional

marketing, using the opportunities and challenges offered by the digital medium.

A digital marketing strategy should be constantly iterating and evolving. Since

the Internet allows for near-instantaneous feedback and data gathering, digital

marketers should constantly be optimising and improving their online marketing

efforts.

User-centric thinking, which involves placing the user at the core of all decisions,

is vital when looking at building a successful digital marketing strategy. The

digital marketing strategist of today is offered not only a plethora of new tactical

possibilities, but also unprecedented ways of measuring the effectiveness of chosen

strategies and tactics. Digital also allows greater opportunities for interaction and

consumer engagement than were possible in the past, so it is important to consider

the ways in which the brand can create interactive experiences for consumers, not

just broadcast messages.

The fact that digital marketing is highly empirical is one of its key strengths.

Almost everything can be measured: from behaviours, to actions and action paths,

to results. This means that the digital marketing strategist should start thinking

with return on investment (ROI) in mind. Built into any strategy should be a testing

framework and the ability to remain flexible and dynamic in a medium that shifts

and changes as user behaviours do.

If we defined strategy as ‘a plan of action designed to achieve a particular outcome’,

the desired outcome of a digital marketing strategy would be aligned with your

organisation’s overall business and brand-building objectives or challenges. For

example, if one of the overall objectives were acquisition of new clients, a possible

digital marketing objective might be building brand awareness online.

2.6 The building blocks of marketing strategy

The following building-block techniques will help you structure a marketing

strategy – both online and offline – that addresses your core business challenges.

These strategy models are just starting points and ways to help you think through

problems; as you grow in experience and insight, you could find yourself relying on

them less or adapting them.

2.6.1 Porter’s Five Forces analysis

Porter’s Five Forces analysis is a business tool that helps determine the competitive

intensity and attractiveness of a market. The Internet’s low barrier to entry means

that many new businesses are appearing online, providing near-infinite choices

for customers. This makes it important to consider new factors when devising a

marketing strategy.

NOTE

The customer journey answers the question:

‘What do people really want from your

brand, and what would convince them that you

offer this?’

NOTE

This answers the question: ‘What can you do to stand out from the

crowd?’

Digital Marketing Strategy › The building blocks of marketing strategyDigital Marketing Strategy › Understanding marketing strategy

24 25

Figure 3. Porter’s Five Forces.

2.6.2 The Four Ps The Four Ps of marketing help you structure the components that make up a

brand’s offering, differentiators and marketing. They have been fundamentally

changed by the Internet and need to be looked at in the context offered by digitally

connected media and from the perspective of the consumer. How your brand is

positioned in the mind of your consumer will ultimately determine your success.

1. Products (and services)

Products and services are what a company sells. The Internet enables business

to sell a huge range of products, from fast-moving consumer goods and digital

products such as software, to services such as consultancy. Online, the experience

the user has in discovering and purchasing can be considered part of the product

the brand provides.

The Internet has enabled mass customisation. For example, Nike (nikeid.nike.com)

and Converse (www.converse.com) allow customers to customise their own

trainers. The Internet as a distribution medium also makes it possible for products

such as software and music to be sold digitally.

2. Price

The prevalence of search engines and of shopping comparison websites, such as

www.pricerunner.co.uk, www.pricecheck.co.za/ and www.nextag.com, makes it

easy for customers to compare product prices across a number of retailers; this

makes the Internet a market of near-perfect competition (Porter, 2008).

These stories then go on to build connections between people, ideas, brands and

products. Communities of people follow truly great brands because they want to

be part of their stories. Apple is a good example of a brand with a dedicated tribal

following. People want their products; they want the world to know that they have

an iPhone or a Macbook. This kind of tribal following spells success for any brand.

With price differentiation becoming a challenge, especially for smaller players

in the market, businesses need to consider differentiating on value. Value is a

combination of service, perceived benefits and price, where customers may be

willing to pay a higher price for a better experience, or if they feel they are getting

something more than just the product.

3. Placement (or distribution)

Product distribution and markets no longer have to be dictated by location. Simply

by making their products visible online (for example, on a website or Facebook

page), brands can reach a global market. The key is to reach and engage customers

on the channels they are using – this is why choosing your digital tactics is vital.

You want to engage customers on their terms, not yours.

Technology such as APIs, SOAP services, RSS and XML allow information and

services to be distributed throughout the world. For example, the API for a hotel

reservations database allows a diverse range of websites to offer instant online

bookings for hotels in the inventory.

4. Promotion

The Internet, as an information and entertainment medium, naturally lends itself

to promoting products. The online promotional mix is an extension of the offline,

but with some significant differences. For one, online promotion can be tracked,

measured and targeted in a far more sophisticated way.

But promotion doesn’t just mean advertising and talking at customers – on

the Internet, it’s crucial to engage, collaborate and join conversations, too.

Interacting with customers helps build relationships, and the web makes this

sort of communication easy. That’s why a good portion of this book is devoted to

engagement tactics and tools.

5. A new P: People

In addition to the existing Four Ps, the Internet requires you to consider a new

P: People. This element speaks to examining the powerful human element that

the digitally connected world permits: personalisation, peer-to-peer sharing,

communities, and consumer- centric organisations that allow people to participate

in the brand story.

Power of customers

Threat of new entrants

Power of suppliers

Threat of substitute products

Competetive rivalry within

Industry

Digital Marketing Strategy › The building blocks of marketing strategyDigital Marketing Strategy › The building blocks of marketing strategy

NOTE

The 4Ps have been expanded by various academics to include many different concepts. The core ideas remain - how are you positioning the essential components of your offering to own space in the minds of your audience?

26 27

The Cluetrain Manifesto (1999) describes markets as ‘conversations’. Humans

are storytellers; brands create stories, myths and legends around their products

and services. Ultimately, what people say about your product or service is a story

and now, more than ever, consumers are helping to craft the stories that define

organisations.

2.6.3 SWOT analysis

A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is an ideal way

to understand your business and your market.

Figure 4. SWOT analysis.

Always have a purpose in mind when conducting a SWOT analysis. For example,

study the external threats to your business, and see how learning from these can

help you overcome internal weaknesses. This should tie back in to your business

and marketing objectives – strengths should be promoted, opportunities should

be sought out, while threats and weaknesses should be minimised as much as

possible. A SWOT analysis is part of a situational analysis and identifies the key

issues that direct the marketing strategy.

2.7 Crafting a digital marketing strategy

Any activity with an end goal (whether it’s winning a war, building a city or selling

a product) should have a blueprint in place for every person in the organisation to

follow. In digital marketing, however, there is no single definitive approach – each

business must create its own roadmap. However, there are questions you can use

to guide the process.

A strategy needs to cover the questions of who you are, what you are offering and

to whom, as well as why and how you are doing so. The steps and questions below

cover what an organisation should be aware of when creating and implementing a

strategy that will meet its marketing objectives and solve its challenges.

1. Context

The first step in crafting a successful strategy is to examine the context of the

organisation and the various stakeholders. We’ve covered this under marketing

strategy earlier in this chapter, but it bears repeating:

• What is the context in which you are operating (PESTLE factors) and how is

this likely to change in the future?

• Who are you, why does your brand matter and what makes your brand

useful and valuable?

• Who are your customers, and what needs, wants and desires do they have?

• Who are your competitors? These may extend beyond organisations that

compete with you on the basis of price and product and could also be

competition in the form of abstracts such as time and mindshare.

Thorough market research will reveal the answers to these questions.

2. Value exchange

Once you have examined the market situation, the second step is an examination

of your value proposition or promise: in other words, what unique value your

organisation can add to that market. It is important to identify the supporting

value-adds to the brand promise that are unique to the digital landscape. What

extras, beyond the basic product or service, do you offer to customers?

The Internet offers many channels for value creation. However, the definition

of what is ‘valuable’ depends largely on the target audience, so it is crucial to

research your users and gather insights into what they want and need.

Content marketing is the process of conceptualising and creating this sort of

content – examples of value-based content include a DIY gardening video for a

hardware brand, a research paper for a business analyst, or a funny infographic

for a marketing company.

Digital Marketing Strategy › Crafting a digital marketing strategyDigital Marketing Strategy › The building blocks of marketing strategy

NOTE

PESTLE is discussed in more detail earlier in this chapter.

28 29

3. Objectives

When setting your digital marketing goals, there are four key aspects to consider:

objectives, tactics, key performance indicators (KPIs) and targets. Let’s look at

each one in turn.

> Objectives Objectives are essential to any marketing endeavour – without them, your strategy

would have no direction and no end goal or win conditions. It’s important to be able

to take a step back and ask, ‘Why are we doing any of this? What goal, purpose or

outcome are we looking for?’

• What are you trying to achieve?

• How will you know if you are successful?

Objectives need to be SMART:

• Specific – the objective must be clear and detailed, rather than vague and general.

• Measurable – the objective must be measurable so that you can gauge whether you are attaining the desired outcome.

• Attainable – the objective must be something that is possible for your brand to achieve, based on available resources.

• Realistic – the objective must also be sensible and based on data and trends; don’t exaggerate or overestimate what can be achieved.

• Time-bound – finally, the objective must be linked to a specific timeframe.

> Tactics Objectives are not the same as tactics. Tactics are the specific tools or approaches

you will use to meet your objectives – for example, a retention-based email

newsletter, a Facebook page, or a CRM implementation. As a strategy becomes

more complex, you may have multiple tactics working together to try to achieve the

same objective. Tactics may change (and often should), but the objective should

remain your focus. We’ll look at tactics in more detail in the next section.

> Key performance indicators (KPIs) KPIs are the specific metrics or pieces of data that you will look at to determine

whether your tactics are performing well and meeting your objectives. For

example, a gardener may look at the growth rate, colour and general appearance

of a plant to evaluate whether it is healthy. In the same way, a marketer will look

at a range of data points to determine whether a chosen tactic is delivering. KPIs

are determined per tactic, with an eye on the overall objective.

> Targets Finally, targets are the specific values that are set for your KPIs to reach within a

specific time period. Sportspeople need to reach targets to advance their careers

– for example, come in the top ten to qualify for the final, or run 10km in under

27 minutes. If you meet or exceed a target, you are succeeding; if you don’t reach it,

you’re falling behind on your objectives and you need to reconsider your approach

(or your target).

Here is an example:

SMART objective:

• Increase sales through the eCommerce platform by 10% within the next

six months.

Tactics:

• Search advertising

• Facebook brand page

KPIs per tactic:

• Search advertising – number of search referrals, cost per click on the ads

• Facebook brand page – number of comments and shares on campaign-

specific posts

Targets per tactic:

• Search advertising – 1 000 search referrals after the first month, with a

10% month-on-month increase after that

• Facebook brand page – 50 comments and 10 shares on campaign-specific

posts per week

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30 31

4. Tactics and evaluation

Many digital tools and tactics are available once you have defined your digital

marketing objectives. Each tactic has its strengths – for example, acquisition

(gaining new customers) may best be driven by search advertising, while email

is one of the most effective tools for selling more products to existing customers.

The table below expands on some of the most popular tactics available to digital

marketers and their possible outcomes. These will be covered in far more detail in

the Engage section of this book.

Tactic Outcome

SEO Customer retention and acquisition

This is the practice of optimising a website to rank higher on the search engine results pages for relevant search terms. SEO involves creating relevant, fresh and user-friendly content that search engines index and serve when people enter a search term that is relevant to your product or service.

SEO has a key role to play in acquisition, as it ensures your organisation’s offering will appear in the search results, allowing you to reach potential customers. A site that is optimised for search engines is also a site that is clear, relevant and well designed. These elements ensure a great user experience, meaning that SEO also plays a role in retention.

Search advertising Sales, customer retention and acquisition

In pay-per-click or search advertising, the advertiser pays only when someone clicks on their ad. The ads appear on search engine results pages.

The beauty of search advertising is that it is keyword based. This means an ad will come up in response to the search terms entered by the consumer. It therefore plays a role in sales, acquisition and retention. It allows the advertiser to reach people who are already in the buying cycle or are expressing interest in what they have to offer.

Online advertising Branding and acquisition

Online advertising covers advertising in all areas of the Internet – ads in emails, ads on social networks and mobile devices, and display ads on normal websites.

The main objective of display advertising is to raise brand awareness online. It can also be more interactive and therefore less disruptive than traditional or static online advertising, as users can choose to engage with the ad or not. Online advertising can be targeted to physical locations, subject areas, past user behaviours, and much more.

Affiliate marketing Sales and branding

Affiliate marketing is a system of reward whereby referrers are given a ‘finder’s fee’ for every referral they give.

Online affiliate marketing is widely used to promote eCommerce websites, with the referrers being rewarded for every visitor, subscriber or customer provided through their efforts. It is a useful tactic for brand building and acquisition.

Video marketing Branding, customer retention and value creation

Video marketing involves creating video content. This can either be outright video advertising, or can be valuable, useful, content marketing.

Since it is so interactive and engaging, video marketing is excellent for capturing and retaining customer attention. Done correctly, it provides tangible value – in the form of information, entertainment or inspiration – and boosts a brand’s image in the eyes of the public.

Social media Branding, value creation and participation

Social media, also known as consumer-generated media, is media (in the form of text, visuals and audio) created to be shared. It has changed the face of marketing by allowing collaboration and connection in a way that no other channel has been able to offer.

From a strategic perspective, social media is useful for brand building, raising awareness of the brand story and allowing the consumer to become involved in the story through collaboration. Social media platforms also play a role in building awareness, due to their shareable, viral nature. They can also provide crowdsourced feedback and allow brands to share valuable content directly with their fans.

Email marketing Customer retention and value creation

Email marketing is a form of direct marketing that delivers commercial and content-based messages to an audience. It is extremely cost effective, highly targeted, customisable on a mass scale and completely measurable – all of which make it one of the most powerful digital marketing tactics.

Email marketing is a tool for building relationships with potential and existing customers through valuable content and promotional messages. It should maximise the retention and value of these customers, ultimately leading to greater profitability for the organisation as a whole. A targeted, segmented email database means that a brand can direct messages at certain sectors of their customer base in order to achieve the best results.

Once the objectives and tactics have been set, these should be cross-checked and

re-evaluated against the needs and resources of your organisation to make sure

your strategy is on the right track and no opportunities are being overlooked.

5. Ongoing optimisation

It is increasingly important for brands to be dynamic, flexible and agile when

marketing online. New tactics and platforms emerge every week, customer

behaviours change over time, and people’s needs and wants from brand evolve as

their relationship grows. The challenge is to break through the online clutter to

connect with customers in an original and meaningful way.

This process of constant change should be considered in the early stages of

strategy formulation, allowing tactics and strategies to be modified and optimised

as you go. After all, digital marketing strategy should be iterative, innovative and

open to evolution.

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32 33

Understanding user experience and the user journey is vital to building successful

brands. Budget should be set aside upfront for analysing user data and optimising

conversion paths.

Social thinking and socially informed innovation are also valuable and uniquely

suited to the online space. Socially powered insight can be used to inform strategic

decisions in the organisation, from product roadmaps to service plans. Brands

have moved away from being merely present in social media towards actively using

it, aligning it with actionable objectives and their corresponding metrics. This is

critical in demonstrating ROI and understating the opportunities and threats in

the market.

Managing the learning loop (the knowledge gained from reviewing the performance

of your tactics, which can then be fed back into the strategy) can be difficult. This is

because brand cycles often move more slowly than the real-time results you will

see online. It is therefore important to find a way to work agility into the strategy,

allowing you to be quick, creative and proactive, as opposed to slow, predictable

and reactive.

2.8 Case study: Nike digital strategy

2.8.1 One-line summary

Nike transformed its marketing strategy by embracing key digital strategies such as data analytics,

social engagement and storytelling.

2.8.2 The problem

As one of the biggest sports brands in the world, Nike was not struggling for exposure or attention.

However, the brand was noticing that its traditional, big-budget advertising strategy was seeing

fewer returns over time.

The biggest market for Nike products consists of young people between the ages of 15 and 25,

who spend 20% more with Nike than any other group. But these Generation Y customers weren’t

paying attention to big, top-down media, and were looking for a brand that offered constant change

and innovation, not just the same old thing over and over.

Nike realised that it needed a new approach to reach this digital audience.

2.8.3 The solution

Understanding that marketing in the digital age is a conversation, not a monologue, Nike dropped

its spending on TV and print advertising by 40% between 2010 and 2012 – but increased its overall

marketing budget to $2.4 billion in 2012.

Nike chose to use a combination of technological innovations, data analytics and social media

engagement to reach this new, digitally savvy audience.

Engineers and scientists associated with prestigious organisations such as MIT and Apple were

hired to build exciting new technologies and examine market insights. One of their biggest

accomplishments was the creation of Nike+ in 2010 – a device that lets users track their exercise

regimens, upload these to the web, monitor their progress, and share their achievements socially.

The product range grew to include the Nike FuelBand.

This new community created incredible volumes of data, which Nike used to track behaviours,

create online communities and spaces for Nike fans, and build meaningful relationships between

the brand and its customers. Nike moved its social media marketing team in-house so that it had

a closer connection to this data and the conversations being generated by its fans.

Nike also embraced a range of other digital best practices:

• A strong focus on storytelling: Nike advertising shifted from delivering one core ‘big message’ about its products to talking about inspiration, aspirations and overcoming odds.

For example, Nike’s ‘I Would Run To You’ ad (essentially a funny short film) shows the story

of a long-distance couple reconnecting by running across the country to see each other.

• Being an authentic brand: The storytelling approach creates authenticity and a sense of community. Nike also strives to understand and engage with the subcultures of each

sport, talking to them in the vernacular they are familiar with.

• Understanding and communicating with customers on their terms: When Nike created its big-budget ‘Write The Future’ ad for the 2012 World Cup, featuring soccer superstars

Wayne Rooney and Cristiano Ronaldo, it flighted the ad on Facebook and YouTube rather

than on TV. Having seeded to a community and primed it with teasers, the ad received 8

million views in the first week and went viral.

• Being remarkable and shareable: Nike put up a 30-storey digital billboard in Johannesburg, South Africa that was populated with constantly-updating user tweets, creating a buzz

around the campaign.

• Allowing mass customisation: The Nike iD online store lets fans create their own custom shoe designs and have them shipped. The concept earned Nike over $100 million in its

first year.

2.8.4 The results

Nike’s new approach – harnessing data for user insight and creating a diverse, social and engaged

digital strategy – has had excellent results.

Digital Marketing Strategy › Case study: Nike digital strategyDigital Marketing Strategy › Crafting a digital marketing strategy

34 35

Nike reaches over 200 million fans every day in an interactive dialogue, rather than having to rely

on big sponsored events such as the Super Bowl or World Cup to reach this number.

The massive volumes of freely shared user data produce meaningful brand insights, lead to

product innovations, and allow the brand to get closer to consumers.

In addition to this:

• Nike share prices rose by 120% between 2010 and 2012 – an important consideration,

since every business aims to make money, after all.

• Nike+ experienced a 55% growth in membership in 2012 – as of June 2012, 7 million users

have signed up for the service, and the majority of these connect with the brand several

times each week to upload and review their exercise data.

• As of August 2013, the main Nike Facebook page has over 15 million likes, the Nike

Football page has 19.4 million likes, and the Nike Basketball page has over 5 million –

posts typically see a high level of interaction and discussion.

• Similarly, on Twitter, the brand is also engaging millions of fans – 1.7 million on the core

Nike account, 1.2 million on the brand’s US-based Nike.com store account, and 1.4 million

on the Nike Football account.

2.9 The bigger picture

All of the chapters in this book are linked to digital marketing strategy in one way or another.

A solid business and brand strategy should be the starting point of any marketing venture, and you

should always keep one eye on it as you develop specific campaigns, platforms and approaches.

After all, you should always remember that you are trying to reach your chosen audience by

communicating to them in the most effective way, to build lucrative long-term relationships.

While strategy helps you understand the questions you should ask, market research is the process

used to answer them. From there, content marketing strategy helps you put your ideas into

practice, creating materials that engage, enthral, convert and retain customers.

2.10 Summary

Strategy is the essential first step in positioning your brand within the market and creating a roadmap

for achieving your business goals. While there are many different paths one can take, there is a clear

process for understanding where you are, where you need to be, and how you will get there.

It all starts with understanding the business challenges that your brand faces. From here, an

effective marketing strategy looks at the market context, weighs the available options and makes

important choices, based on solid research and data. Digital marketing strategy adds a layer of

technology, engagement and iterative optimisation into the mix. The wide variety of tools and

tactics offered by the digital medium should inform your strategic choices.

Digital marketing strategy is highly empirical and your strategic thinking should be mindful of ROI

and how it can be measured. This will allow you to optimise your tactics and performance in order

to create a valuable brand story, an excellent user experience, the most optimised conversion

funnels, and the highest ROI.

2.11 Case study questions

1. What was the key insight that helped Nike develop a holistic marketing strategy?

2. What role do you think offline marketing and branding channels played in furthering the

digital strategy?

3. What should Nike take into consideration when rolling out new elements and campaigns as

part of their marketing strategy?

2.12 Chapter questions

1. Why is it important to consider the business context when planning your marketing strategy?

2. How has the Internet affected marketing and the models we use to understand it?

3. Do you agree with the idea that customers are more empowered than they were before

digital communications were so prevalent? Motivate your answer.

2.13 Further reading

www.sethgodin.typepad.com – Seth Godin’s popular blog provides regular insight and food for

thought.

smithery.co – A marketing and innovation blog that teaches marketers to ‘Make Things People

Want, rather than spend all their energy and resources trying to Make People Want Things’.

www.gigaom.com – GigaOM’s community of writers covers a wide range of technological copies.

Digital Marketing Strategy › Further readingDigital Marketing Strategy › Case study: Nike digital strategy

www.adverblog.com – A digital marketing blog that collates ideas from marketing campaigns

around the world.

www.baekdal.com – Thomas Baekdal’s articles provide perspectives and models of how the

Internet is changing marketing.

Positioning: The Battle for Your Mind – This book by Ries & Trout published in 2002 offers

excellent advice claiming space in the minds of consumers.

2.14 References

Brilliant Noise, (2012) Brilliant Model: the Loyalty Loop. [Online]

Available at: http://brilliantnoise.com/brilliant-model-the-loyalty-loop/#more-3873

[Accessed 28 August 2013].

Cendrowski, S., (2012) Nike’s new marketing mojo. [Online] Available at: http://management.fortune.cnn.com/2012/02/13/nike-digital-marketing/ [Accessed 8 August 2013].

Kotler, P., (2012) What is marketing? [Online] Available at: http://www.kotlermarketing.com/phil_questions.shtml#answer3

[Accessed 20 August 2013].

Noesis Marketing, (2011) Building a Brand Pyramid. [Image]

http://www.noesismarketing.com/building-a-brand-pyramid/

[Accessed 26 September 2013].

Porter, M., (2008) The Five Competitive Forces That Shape Strategy in Harvard Business Review, January 2008, p86–104.

Vipat, R., (2013) Digital marketing at Nike. [Online] Available at: http://www.slideshare.net/ojasvipat/final-digital-marketing-at-nike

[Accessed 8 August 2013].

YouTube, (2013) Statistics.[Online] Available at: http://www.youtube.com/yt/press/statistics.html [Accessed 7 August 2013].

Digital Marketing Strategy › References

What’s inside: We begin with an introduction, and then it’s into the key terms and concepts of market research, quantitative and qualitative research, how to go about

gathering data, and the distinction between primary and secondary research. Learn about

online research communities, conducting research surveys and get to grips with the valuable

tools of the trade. Wrap things up with a chapter summary and a case study showing how

BrandsEye has developed with the market’s demands.

03 Market

Research

40 41

Observation/online ethnography

When a researcher immerses themselves in a particular environment in order to gather insights.

ORM Online reputation management (ORM) Understanding and influencing the perception of an entity online.

Primary research The collection of data to present a new set of findings from original research.

Qualitative data Data that can be observed but not measured. Deals with descriptions.

Quantitative data Data that can be measured or defined. Deals with numbers.

Really simple syndication (RSS)

RSS allows you to receive updates without requiring you to constantly visit web pages in your browser.

Research community A community set up with the intention of being a source for research.

Research methodology Methods employed in research for reaching results.

Sample size The number of respondents in a sample of the population.

Secondary research The collection of existing research data.

Sentiment The emotion attached to a particular mention – positive, negative or neutral.

Statistically significant A sample that is big enough to represent valid conclusions.

3.3 The importance of market research

The modern world is unpredictable, and things change very quickly in the digital

age. It is becoming increasingly more difficult to keep up with trends, customer

needs, popular opinions and competitors – and at the same time, staying at the

forefront of the market is vital to success.

So, how can you keep your brand current and ensure you are meeting your

customers’ needs?

The answer is to conduct market research. Market research helps you make

informed business decisions. It involves systematically gathering, recording and

analysing data about customers, competitors and the market, and turning this

data into insight that can drive marketing strategies and campaigns.

Online market research is the process of using digital tools, data and connections

to glean valuable insights about a brand’s target audience. In other words, it’s

the process of learning about your audience by engaging and observing them

Market Research › The importance of market research

3.1 Introduction The Internet is built for research. Whether it’s a consumer shopping around for

prices, a researcher exploring a topic or a fan looking up their favourite band, the

Internet makes finding and analysing information easier than ever before. That’s

because everything people do online leaves a data footprint.

Consumers are able to research companies and products easily, gathering

information to compare prices and services with a few clicks of the mouse.

Consumers are also able to share likes and dislikes easily, whether that information

is shared with companies or with friends.

This process can also work in reverse: brands can study who their customers are,

what they are interested in, how they feel about the brand, and the best times and

places to engage with them. This is what online market research is all about.

In this chapter, you will learn:

• Why online market research is crucial to any marketing endeavour

• The most important concepts you need to know in order to start

conducting research

• Several methods for conducting online research, including surveys,

online focus groups and online monitoring

• What problems and pitfalls to avoid when researching online

3.2 Key terms and concepts

Term Definition

Bounce rate The number of people who view one page and then leave a website without viewing any other pages.

Data Statistics and facts collected for analysis.

Focus group

A form of qualitative research where people are asked questions in an interactive group setting. From a marketing perspective, it is an important tool for acquiring feedback regarding new products and various topics.

Hypothesis A supposition that is tested in relation to known facts; a proposition based on reason but not necessarily assumed to be true.

Listening lab A testing environment where the researcher observes how a customer uses a website or product.

Market Research › Introduction

42 43

If you are able to understand your customers and the greater business context, you

will be able to market more effectively to them, meet their needs better, and drive

more positive sentiment of your brand. All of this adds up to happier customers

and, ultimately, a healthier bottom line.

3.4 Key concepts in market research

While the research field can be full of complex terminology, there are four key

concepts you should understand before conducting your own research:

• Research methodology

• Qualitative and quantitative data

• Primary and secondary research

• Sampling

3.4.1 Research methodology

A research methodology is the process you should follow in order to conduct

accurate and valuable research. Research should involve certain steps:

1. Establish the goals of the project

2. Determine your sample

3. Choose a data collection method

4. Collect data

5. Analyse the results

6. Formulate conclusions and actionable insights (for example, producing

reports)

Most often, market research is focused around specific issues unique to a business

or brand. It is therefore not always possible to get hold of comparable information

to aid decision making. This is why it can be useful to start from a specific research

problem or hypothesis.

Your research question should guide your entire process, and will determine your

choice of data collection method (more on those later).

Market Research › Key concepts in market research

online. Technology plays a key role in gathering data and connecting with research

participants, and makes the whole process quicker and easier to manage than

traditional offline research methods.

Traditional and online market research have the same goals and underlying

principles, but online market research has the benefit of using digital technology,

which provides a range of benefits:

• The Internet is always on, meaning that data are readily available at any time.

• Many of the processes for finding, gathering and storing data can be

automated (for example, you can get an automatic email alert if someone

mentions your brand, or you can set up self-administered digital surveys).

• You have access to a large number of participants around the world at the

click of a button.

• A lot of the information you will use is already being automatically

collected (such as web analytics and social media data) – all you need to

do is access it.

• People are often happy to share their own research, insights and

methodologies online, so you can access this trove of resources to inform

your own research.

• Online market research can be much more cost effective and quick to set

up than traditional research techniques.

There are many reasons why you should conduct regular market research:

• Gain insights into your consumers – this can include:

o What customers want and need from your brand

o What customers like and dislike about the brand

o Why customers buy the brand’s products or services

o Why potential customers might choose your brand over another one

o Why (or why not) customers make repeat purchases

• Understand the changes in your industry and business

• Discover new market trends on which you can capitalise

• Find new potential sales avenues, customers, products and more

• Find and engage new audiences

• Allow customers to help steer your business

Market Research › The importance of market research

NOTE

Remember that comments made on

social networks cannot represent the views of your entire target market. The validity of any data must be

considered in light of your research design.

44 45

Customer communications are also a source of data that can be used, particularly

communications with the customer service department. Committed customers

who complain, comment or compliment are providing information that can form

the foundation for researching customer satisfaction.

Social networks, blogs and other forms of social media have emerged as forums

where consumers discuss their likes and dislikes, and can be particularly vocal

about companies and products. These data can, and should, be tracked and

monitored to establish consumer sentiment. If a community is established for

research purposes, these should be considered primary data, but using social

media to research existing sentiments is considered secondary research.

The Internet is an ideal starting point for conducting secondary research based on

published data and findings. But with so much information out there, it can be a

daunting task to find reliable resources.

The first point of call for research online is usually a search engine, such as

www.google.com or www.yahoo.com. Search engines usually have an array of

advanced features, which can aid online research. For example, Google offers:

• Advanced search (http://www.google.co.za/advanced_search?hl=en)

• Google Scholar (http://scholar.google.co.za/schhp?hl=en)

• Google Book Search (http://www.google.co.za/books?hl=en)

• Google News Archive (http://news.google.com/newspapers)

Many research publications are available online, some for free and some at a cost.

Many of the top research companies feature analyst blogs, which provide some

industry data and analysis free of charge.

Some notable resources are:

• www.e-consultancy.com

• www.experian.com/hitwise

• www.pewinternet.org (US data)

• www.nielsen.com

• www.worldwideworx.com (SA data)

Market Research › Key concepts in market research

3.4.2 Primary and secondary research

Research can be based on primary data or secondary data. Primary research is conducted when new data is gathered for a particular product or hypothesis. This is

where information does not exist already or is not accessible, and therefore needs

to be specifically collected from consumers or businesses. Surveys, focus groups,

research panels and research communities can all be used when conducting

primary market research.

Secondary research uses existing, published data as a source of information. It

can be more cost effective than conducting primary research. The Internet opens

up a wealth of resources for conducting this research. The data would, however,

originally have been collected for solving problems other than the one at hand,

so they may not be sufficiently specific. Secondary research can be useful in

identifying problems to be investigated through primary research.

The Internet is a useful tool when conducting both primary and secondary research.

Not only are there a number of free tools available when it comes to calculating

things such as sample size and confidence levels (see the section on Tools of the

trade for some examples), but it is also an ideal medium to reach large numbers

of people at a relatively low cost.

The Internet and secondary research Research based on secondary data should precede primary data research. It

should be used in establishing the context and parameters for primary research:

• The data can provide enough information to solve the problem at hand,

thereby negating the need for further research.

• Secondary data can provide sources for hypotheses that can be explored

through primary research.

• Sifting through secondary data is a necessary precursor for primary

research, as it can provide information relevant to sample sizes and

audience, for example.

• The data can be used as a reference base to measure the accuracy of

primary research.

Companies with online properties have access to a wealth of web analytics data

that are recorded digitally. These data can then be mined for insights. It’s worth

remembering, though, that it’s usually impossible for you to access the web

analytics data of competitors – so this method will give you information only about

your own customers.

Market Research › Key concepts in market research

46 47

Quantitative Qualitative

Purpose Tests known issues or hypotheses.

Seeks consensus, the norm

Generalises data

Generates ideas and concepts – leads to issues or hypotheses to be tested.

Seeks complexity

Puts data in context

Advantages Statistically reliable results to determine if one option is better than the alternatives.

Looks at the context of issues and aims to understand perspectives.

Challenges Issues can be measured only if they are known prior to starting.

Sample size must be sufficient for predicting the population

Shouldn’t be used to evaluate pre-existing ideas.

Results are not predictors of the population.

Both quantitative and qualitative research can be conducted online.

Web analytics packages are a prime source of data. Using data such as search

terms, referral URLs and internal search data can lead to qualitative information

about the consumers visiting a website. However, when data is measurable and

specific, such as impressions and clickthrough rates, it leads to quantitative

research.

3.4.4 Sampling

Qualitative research is usually conducted with a small number of respondents

in order to explore and generate ideas and concepts. Quantitative research is

conducted with far larger numbers, enough to be able to predict how the total

population would respond.

Sample size is an important factor in conducting research and should be

representative of the population you are targeting as a whole. If your business

transacts both online and offline, be aware that using only online channels for

market research might not represent your true target market. However, if your

business transacts only online, offline channels for your market research are less

necessary.

NOTE

Read more about this in the Data Analytics chapter.

Market Research › Key concepts in market research

The Internet and primary research Primary research involves gathering data for a specific research task. It is based

on data that has not been gathered beforehand. Primary research can be either

qualitative or quantitative.

Primary research can be used to explore a market and can help to develop the

hypotheses or research questions that must be answered by further research.

Generally, qualitative data is gathered at this stage. For example, online research

communities can be used to identify consumer needs that are not being met and to

brainstorm possible solutions. Further quantitative research can investigate what

proportion of consumers share these problems and which potential solutions best

meet those needs.

3.4.3 Quantitative and qualitative data

Data can be classified as qualitative or quantitative. Qualitative research is exploratory and seeks to find out what potential consumers think and feel about

a given subject. Qualitative research aids in identifying potential hypotheses,

whereas quantitative research puts hard numbers behind these hypotheses.

Quantitative research relies on numerical data to demonstrate statistically

significant outcomes.

The Internet can be used to gather both qualitative and quantitative data. In fact,

the communities on the web can be viewed as large focus groups, regularly and

willingly sharing their opinions on products, markets and companies.

When both qualitative and quantitative research are used, qualitative research

usually takes place first to get an idea of the issues to be aware of, and then

quantitative research tests the theories put forward.

The main differences between quantitative and qualitative research are represented

in the following table.

Quantitative Qualitative

Data gathered Numbers, figures, statistics, objective data

Opinions, feelings, motivations, subjective data

Question answered What? Why?

Group size Large Small

Data sources Surveys, web analytics data Focus groups, social media

Market Research › Key concepts in market research

NOTE

With larger sample sizes, qualitative

data may be analysed quantitatively.

48 49

Conducting surveys online allows for data to be captured immediately, and data

analysis can be performed easily and quickly. By using email or the Internet for

conducting surveys, geographical limitations for collecting data can be overcome

cost effectively.

Technology allows you to compile sophisticated and user-friendly surveys. For

example, as opposed to indicating impressions on a sliding scale, respondents

can indicate emotional response. Or the survey can be tailored depending on

previous answers (such as questions being skipped if they are not relevant to the

respondent).

You can run ongoing online surveys at minimal cost. Simple polls can be used in

forums and on blogs to generate regular feedback. Website satisfaction surveys

are also an easy way to determine the effectiveness of a website or marketing

campaign.

A growing survey trend is getting instant feedback on questions or ideas from

an existing community (such as a trusted group of thought leaders, your brand’s

social media fans, or a pre-created research community). Examples include the

many Facebook polling apps and real-time mobile survey platforms such as

InstantAfrica (www.instantafrica.com).

Designing surveys How you design a survey and its questions will directly impact on your success.

A survey can include any number and type of questions, and more complicated

questions should appear only once users are comfortable with the survey.

Be careful that you do not introduce bias when creating questions by asking

leading questions.

Example:

Incorrect: We have recently introduced new features on the website to become a first class web destination. What are your thoughts on the new

site?

Replace with: What are your thoughts on the changes to the website?

In general, you will also find that you get more accurate answers when phrasing

questions in the past tense than in the continuous tense.

Example:

Incorrect: How many times a week do you buy take-away food?

Replace with: In the past month, how many times did you buy take-away food?

Market Research › Online research methodologies

Because quantitative research aims to produce predictors for the total population,

sample size is very important. The sample size needs to be sufficient in order to

make statistically accurate observations about the population.

For example, if you have 4 000 registered users of your website, you don’t need to

survey all of them in order to understand how the entire population behaves. You

need to survey only 351 users to get a sample size that gives you a 95% confidence

level with a ±5% confidence interval. This means that you can be 95% sure your

results are accurate within ±5%.

There are several sample size calculators mentioned in the section on Tools of the trade.

3.5 Online research methodologies

There are many online market research methodologies. This chapter touches on

three of the most popular and useful ones: surveys, online focus groups and social

media monitoring.

Which methodology should you choose?

That all depends on a variety of factors, from your research question and purpose

to your budget and time. Here are some general pointers:

• Surveys: Ideal for collecting large amounts of quantitative data (and some qualitative data, too) – they are quick and easy to set up, and can

run automatically.

• Online focus groups: Ideal for engaging consumers and collecting qualitative data such as opinions, ideas and feelings about the brand –

they require a larger time investment and a willing group of participants.

• Online monitoring: Ideal for collecting qualitative data on brand sentiment, and can also provide some quantitative data around volume

of interest in the brand – these data can be collected passively, and there

are several tools that can automate this.

3.5.1 Surveys

Surveys are questionnaires that contain a series of questions around a specific

topic. Their purpose is to gather large volumes of quantitative data easily, though

they can also collect some qualitative data.

Market Research › Key concepts in market research

NOTE

Who would you select to participate in an online

focus group? How do you think the demographic

of your participants affect the resulting

data?

50 51

3. Ranked or ordinal

These questions ask respondents to rank items in order of preference or

relevance. Respondents are given a numeric scale to indicate order. This results

in quantitative data.

Example:

Rate the features of the digital marketing textbook website, where 1 is the

most useful and 4 is the least useful.

Blog

Case studies

Free downloads

Additional resources

4. Matrix and rating

These types of questions can be used to quantify qualitative data. Respondents are

asked to rank behaviour or attitude.

Example:

Rate the features of the digital marketing textbook website according to the

following scale:

1 = love it, 2 = like it, 3 = no opinion, 4 = dislike it.

Blog

Case studies

Free downloads

Additional resources

3.5.2 Focus groups

Online focus groups involve respondents gathering online and reacting to a

particular topic. Respondents can be sourced from all over the world and react in

real time, arguably being freer with their responses since they can be anonymous

in an electronic environment.

Online focus groups are ideal for having frank, detailed conversations with people

who have an interest in your brand – this means they result in primary, qualitative

data. This information can then be used to create quantitative research questions.

Market Research › Online research methodologies

Questions in the survey should be brief, easy to understand and easy to answer.

Types of survey questions

1. Open-ended

Open-ended questions allow respondents to answer in their own words. This

usually results in qualitative data.

Example:

What features would you like to see on the website for the digital marketing

textbook (www.quirk.biz/digital marketingtextbook)?

2. Closed

These questions give respondents specific responses from which to choose.

These are typically multiple-choice questions with either one or multiple possible

answers. This results in quantitative data.

Example:

Do you use the digital marketing textbook website?

Yes

or:

What features of the digital marketing textbook website do you use? Tick all

that apply.

Blog

Case studies

Free downloads

Additional resources

Market Research › Online research methodologies

52 53

participants discuss their impressions. Usually running for between one and two

hours, focus groups are used to get consumer views on:

• New products or marketing campaigns

• Existing products and campaigns, and how they can be improved

• Sentiment around the brand

• Views on a brand’s new direction or visual style

• Ideas for how the brand could improve its position or branding.

Online focus groups are excellent for collecting a lot of qualitative data quickly.

When setting up the group, try to include enough participants to keep the

conversation alive, but not too many so that some get drowned out by others –

eight to ten is a good range. Also consider that you may run into technical troubles

if people are connecting from different locations and Internet connections – be

prepared to do some basic troubleshooting if this happens.

There are a number of different ways that you can recruit participants for an

online focus group. This could include inviting people from your existing customer

database, going through a traditional market research recruiting agent, or putting

a call out on your website or social media communities. It is common practice to

offer a small incentive to people who participate in a focus group, as it is a fairly

time-intensive activity.

3.5.3 Online monitoring

Finding out if people are talking about you is quite difficult in the offline world,

but almost effortless online. Rather than having to conduct real-world surveys

and interviews, in the digital world you can simply ‘listen’ to the conversation

happening about you.

Keywords – the foundation to categorising and indexing the web – make it simple

to track conversations taking place online. Customers don’t always use channels

designated by a company to talk about that organisation, but the good news is that

the Internet makes it easy for a company to identify and use the channels that

customers have selected.

Online tools allow a company to track mentions of itself, its staff, its products, its

industry and its competitors – or anything else that is relevant. This is called online

monitoring or online listening – you are simply using digital tools to find and tap

in to existing conversations. The tool then gathers and collates all the mentions it

finds, so that you can analyse the data for insights.

Market Research › Online research methodologies

Online focus groups can be conducted by using a range of technologies. The

simplest is to use a text-based messaging program or online forum – there

are many options available. More sophisticated tools allow for voice or video

conferencing, and can make it easier for the researcher to pick up clues form

the respondent’s voice and facial expressions. Some tools allow the researcher

to share their desktop screen with respondents in order to illustrate a concept or

question.

Good options for conducting online focus groups include:

• Google Hangouts: www.google.com/+/learnmore/hangouts

• Skype: www.skype.com/en

• GoToMeeting: www.gotomeeting.com/fec

Figure 1. An example of a Google hangout in progress. (Source: Brand Graphics, 2013)

Focus groups are less formal than surveys: the researcher will have specific

questions to ask, but the conversation usually grows and develops organically as

Market Research › Online research methodologies

NOTE

Online reputation management involves much more than just handling a PR crisis. Online monitoring can supply your business with insight into the reception of many different business functions.

54 55

Combinations of these four types of searches (operators) can be used to improve

accuracy.

• For example: “Apple Computers” +”steve jobs” –fruit.

Applying this theory to the groupings above, some keywords used for Apple might be:

Company

• “Apple computers”

• “www.apple.com”

• Apple +Macbook, “iPod nano”, “Macbook Air”, “iTunes” +music –radio

• “Steve Jobs”

Industry

• “Consumer Electronics Show” +“Las Vegas”

• “CEBIT”

Competitors

• Microsoft

• www.microsoft.com

It is also important to track common misspellings, all related companies and all

related websites.

Tracking the names of people key to a company can highlight potential brand

attacks, or can demonstrate new areas of outreach for a company.

Brand names, employee names, product names and even competitor names are

not unique. To save yourself from monitoring too much, identify keywords that will

indicate that a post has nothing to do with your company, and exclude those in your

searches.

For example, “apple” could refer to a consumer electronics company, or it could

appear in a post about the health benefits of fruit. Finding keywords that will

indicate context can help to save time. So, you could exclusive-match words such

as “fruit”, “tasty” and “granny smith”.

Tools for online monitoring Thankfully, online listening does not entail hourly searches on your favourite

search engine to see what conversations are taking place online. There are many

different tools that monitor the web, and supply the results via email alerts or RSS

feeds or a web dashboard.

Market Research › Online research methodologies

Typically, searches include the following main focus areas:

• Company

• Brand name

• Key products

• Key personnel (names, job titles, etc.)

• Key campaigns and activities

• Industry

• Conferences

• Patents

• News

• Competitors

• Brand names

• Product launches

• Website updates

• Job vacancies

• Key people

There are four different types of searches you can perform to track relevant brand

keywords. Each modifies the specific type of data collected and aims to improve

the quality and depth of the data you gather.

The four operators are:

• Broad match – e.g. Apple Computers. This is when any of or all words must be found in the mention.

• Direct match – e.g. “Apple Computers”. This is denoted by quotation marks and dictates that the tool should find mentions only where the

phrase appears complete and in order in the content.

• Inclusive match – e.g. Apple +computers. This is denoted by a plus sign directly before a word or phrase. This will direct the tool to search for

any mention that contains both Apple AND computers, although not

necessarily in that order.

• Exclusive match – e.g. Apple –fruit. This is denoted by a minus sign directly before a word or phrase. This will instruct the tool to include only

mentions that contain the first word or phrase but not when the second

word is also in the same mention.

Market Research › Online research methodologies

56 57

accessed quickly and in one place, without the need to visit hundreds of websites.

Social media engagement is often the next step in keeping these customers

engaged.

3.5.4 Other avenues for online research

Personal interviews There are various tools available to the online researcher for conducting personal

interviews, such as private chat rooms or video calling. The Internet can connect

a researcher with many people around the world and make it possible to conduct

interviews with more anonymity, should respondents require it.

Observation/Online ethnography Taking its cue from offline ethnography, online ethnography requires researchers

to immerse themselves in a particular environment. In this way insights can be

gathered that might not have been attainable from a direct interview. However,

they do depend more heavily on the ethnographer’s interpretation, and are

therefore subjective.

Online research communities Although online communities are a valuable resource for secondary research,

communities can also provide primary data. General Motors’ Fast Lane blog is an

example of an online research community that helps gather research data. The

blog can be used as a means to elicit feedback to a particular research problem.

This is qualitative data that can aid the company in exploring their research

problem further. In many cases, social media can be used to gather insight about

a brand or customer experience. It is important to remember, however, that a

representative sample is necessary for making solid conclusions.

Listening labs When developing websites and online applications, usability testing is a vital

process that will ensure the website or application is able to meet consumers’

needs. Listening labs involve setting up a testing environment where a consumer

is observed using a website or application.

Conversion optimisation Conversion optimisation aims to determine the factors of an advert, website or

web page that can be improved in order to convert customers more effectively.

From search adverts to email subject lines and shopping cart design, tests can be

set up to determine what variables are affecting the conversion rate.

NOTE

Read more about this in the Social Media Strategy chapter.

Market Research › Online research methodologies

Google has several bespoke search services, and periodically adds more to the

list. With the services below, an RSS feed is available for the search (Google Alerts

sends weekly or daily emails with updates), so that all updates can be available

through a feed reader.

• Google Alerts: www.google.com/alerts. Google Alerts will send an email when the keyword is used in either a credible news item or a blog post.

• Google News: news.google.com. Google News searches all news items for mentions of a keyword.

• Google Blog Search: blogsearch.google.com. Google Blog Search searches all blog posts for mentions of a keyword.

• Google Patent Search: www.google.com/patents. Google Patent Search allows you to keep track of all filings related to an industry,

and searches can be done to see if there are patent filings which might

infringe on other patents.

• Google Video Search: www.google.com/videohp. Video search relies on the data that have been added to describe a video, and will return

results based on keyword matches.

There are several search engines that focus solely on tracking blogs, news and

other social media, and can provide trends for searches. As well as providing

regular updates of new postings, these search engines can also provide an

overview over a certain period of time.

• Technorati: www.technorati.com. Technorati tracks blogs and tagged social media.

• Socialbakers: www.socialbakers.com. Socialbakers provides a series of social media listening options.

• Flickr: www.flickr.com/search. RSS updates for searches on a particular keyword will reveal when a brand name has been used in

tagging a photo.

• Delicious: delicious.com. An RSS feed can be created for URLs tagged with keywords, or for new bookmarking of a URL.

In addition to these mostly free tools, there are also a number of premium paid

tools available to make the process easier and more robust. See the section on

Tools of the trade for more suggestions.

Listening is the first step to getting involved in the conversation surrounding a

company. Using search tools and RSS feeds means that information can be

Market Research › Online research methodologies

NOTE

Free tools like those listed here can be very

useful, if somewhat limited. For larger

brands however, the investment in a paid tool is often worth it given the volume of

conversation to be monitored.

58 59

3.5.6 Room for error

With all research, there is a given amount of error to deal with. Bias may arise during

surveys and focus groups (for example, interviewers leading the respondents) or

be present in the design and wording of the questions themselves. There could

be sample errors or respondent errors. Using the Internet to administer surveys

removes the bias that may arise from an interviewer. However, with no interviewer

to explain questions, there is potential for greater respondent error. This is why

survey design is so important, and why it is crucial to test and run pilots of the

survey before going live.

Respondent errors also arise when respondents become too familiar with the

survey process. The general industry standard is to limit respondents to being

interviewed once every six months.

Sample error is a fact of market research. Some people are just not interested,

nor will they ever be interested, in taking part in research. Are these people

fundamentally different from those who do? Is there a way of finding out? To some

extent, web analytics, which track the behaviour of all visitors to your website, can

be useful in determining this.

When conducting online research, it is crucial to understand who is in the target

market, and what the best way to reach that target market is. Web surveys can

exclude groups of people due to access or ability. It is vital to determine if is this is

acceptable to the survey, and to use other means of capturing data if not.

3.6 Justifying the cost of research

Regular research is an important part of any business’ growth strategy, but it

can be tough to justify the budget necessary for research without knowing the

benefit. Conducting research can cost little more than an employee’s work hours,

depending on his or her skills, or it can be an expensive exercise involving external

experts. Deciding where your business needs are on the investment scale depends

on the depth of the research required, and what the expected growth will be for the

business. When embarking on a research initiative, the cost to benefit ratio should

be determined.

Testing should be an ongoing feature of any digital marketing activity. Tracking is

a characteristic of most digital marketing, which allows for constant testing of the

most basic hypothesis: is this campaign successful in reaching the goals of the

business?

Market Research › Justifying the cost of research

The Conversion Optimisation chapter covers tools for running tests, such as A/B split testing and multivariate testing.

3.5.5 How to get responses: Incentives and assurances

As the researcher, you know what’s in it for you when sending out a survey: you

will receive valuable insights that will aid in making business decisions. But what

is in it for the respondents?

According to Survey Monkey, the ways in which the surveys are administered play

a role in response rates, and these can be relative:

Mail: 50% adequate, 60–70% good to very good

Phone: 80% good

Email: 40% average, 50–60% good to very good

Online: 30% average

Classroom pager: 50+% good

Face to face: 80–85% good

(University of Texas, 2011)

Response rates can be improved by offering respondents an incentive for

participating in the research, such as a chance to win a grand prize, a discount or

special offer for every respondent, or even the knowledge that they are improving

a product or service that they care about.

Some researchers feel that monetary incentives are not always a good thing. Some

respondents may feel that they need to give ‘good’ or ‘correct’ answers that may

bias your results. Alternatively, you may attract respondents who are in it just for

the reward. One approach could be to run the survey with no incentive, with the

option of offering one if responses are limited.

Designing the survey to assure respondents of the minimal time commitment and

their privacy can also help to increase responses.

NOTE

Read more about this in the Conversion Optimisation chapter.

Market Research › Online research methodologies

NOTE

Understanding the limitations of your research design is crucial to delivering useful results. If decisions are to be made based on the data you supply, you must be sure that your findings are valid.

60 61

3.8 Advantages and challenges

Market researchers are increasingly turning to online tools in their research

processes. The Internet allows for research at a far lower cost; it can also more

easily cross geographic boundaries and can speed up the research process.

This is not to say there are not downsides. While the Internet makes it possible to

reach a far larger group of people without the cost of facilitators, this does come

with some challenges. For example, you cannot control the environments in which

information is being gathered. For an online sample, it’s important to focus on

getting the correct number of people to make your study statistically viable. If your

questions are not carefully drafted, confusing questions could lead to answers that

are flawed or not relevant. Additionally, online incentives could lead to answers

that are not truthful, meaning that the value of the data could be questionable.

The value of Internet research should by no means be discounted, but it is

important to consider the nature of the study carefully, and interrogate the validity

and legitimacy of the data as a valid representation. Data is meaningful only if it

is representative, so make sure to establish goals and realistic expectations for

your research.

3.9 Rocking the Daisies – 2011 & 2012 – Case Study

3.9.1 One-line summary

The Rocking the Daisies music festival used online monitoring to measure return on investment

(ROI) for sponsors and unearthed accurate insights to create a better festival experience.

3.9.2 The problem

Rocking the Daisies is a South African-born music festival that takes place every October in Darling

in the Western Cape. For festival organisers, measuring the success of the event is crucial to the

planning process for the next one. They ask questions such as: ‘How do we prove that the event is

increasing in popularity?’, and ‘How do we prove that this year’s festival is more successful than

last year’s?’

The problem is that measurement of sponsored events is challenging, as attendees are often

unwilling to interrupt their experience to respond to research questionnaires, and research

conducted after the experience loses its impetus and accuracy.

Market Research › Rocking the Daisies – 2011 & 2012 – Case Study

3.7 Tools of the trade

Creating and managing online surveys:

• SurveyMonkey: www.surveymonkey.com

• Wufoo: www.wufoo.com

• Kwik Surveys: kwiksurveys.com

• Google Forms: accessed through Google Drive drive.google.com

• Qualaroo Insights (unique real-time offering): qualaroo.com

Split test calculator:

• www.usereffect.com/split-test-calculator

Sample size calculator:

• www.rogerwimmer.com/mmr/samplesizecalculator.htm

Internet Usage World Stats:

• www.internetworldstats.com

Google Think

• www.google.com/think

Silverback usability testing software

• www.silverbackapp.com

Mobile-based survey tools:

• www.ponderingpanda.com (SA youth)

• www.instantafrica.com (SA)

Ideo Method Cards app (ideas for qualitative research):

• www.ideo.com/work/ideo-method-card-app

Premium Online Monitoring Tools:

• BrandsEye: http://www.brandseye.com/

• SalesForce Marketing Cloud: http://www.salesforcemarketingcloud.com/

Market Research › Tools of the trade

62 63

in relation to the volume increase was still significant. Furthermore, the share of negative

conversation in 2012 noticeably decreased, with a corresponding increase in neutral conversation.

Figure 2. Between 1 May and 22 October 2012, Rocking the Daisies was mentioned 14 979 times online.

Predictably, 50% of the total online conversation took place over the festival weekend (4 to 7

October 2012). A more interesting question is: what caused the spike in conversation on June 28?

Figure 3. The announcement of an international headlining act is depicted here in a tweet.

By inputting the date range (28 June) into BrandsEye’s filters, Rocking the Daisies organisers saw

that their announcement of an international band headlining the festival caused huge excitement

among consumers.

In 2011, the top themes of conversation had revolved around the party atmosphere of the festival,

being away and camping for the weekend, and tickets – prices, purchasing and being sold out. In

2012, the same conversation themes were evident; however, Bloc Party was a notable addition.

Market Research › Rocking the Daisies – 2011 & 2012 – Case Study

3.9.3 The solution

Enter BrandsEye, an online monitoring tool that captures organic conversations in real time

across multiple online platforms, offering insight for both organisers and sponsors. BrandsEye

also offers a range of metrics used to track festival performance.

For two consecutive years, event organisers have used BrandsEye to track online conversation

before, during and after the festival. As a result, they can understand the festival audience’s needs

and preferences, garner insights in order to answer the most pressing questions around the

festival’s success, identify new commercial opportunities, and assist in assessing ROI for sponsors.

For a festival this large, online conversation across social media, blogs, forums, press and various

other platforms begins six months (or more) before the event. For the 2012 festival, BrandsEye

began its tracking around May, and slowly watched the volumes of online conversation increase

as the festival approached.

All data collected during the period was processed and displayed on BrandsEye’s customised

measurement dashboards, which automatically updated in real time. Additionally, users could

apply filters to explore the data and mine them for insights.

3.9.4 The results

This table outlines some of the metrics used to measure the Rocking the Daisies festival.

2011 2012

Metric

Volume of conversation 7 748 14 979

Opportunities to see 8 412 530 14 602 550

Advert Value Equivalent* 1 949 024 3 397 916

Sentiment

Positive 25.7% 20.6%

Negative 9.8% 0.5%

Neutral 64.5% 79.2%

* The amount which would be spent on online advertising for the same exposure.

The overall sentiment towards the Rocking the Daisies festival in both years was overwhelmingly

positive. Although the share of positive conversation didn’t increase in 2012, the percentage

Market Research › Rocking the Daisies – 2011 & 2012 – Case Study

Volume

To ta

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64 65

BrandsEye’s data illustrated that 79.1% of online conversation took place on Twitter and 15.1%

on Facebook, with various other platforms taking up small percentages as well. Of this, 4.3% of

online conversation came from press sources.

Figure 7. A graph depicting the spread of conversation across platforms and press sources.

The high level of Interest from the press demonstrates the popularity of the event. When it comes

to proving a return on investment (ROI) to sponsors, Rocking the Daisies was able to monitor

usage of the sponsor names in connection with the festival. BrandsEye tracked these keywords

and was able to rank the sponsors by who was mentioned most frequently online.

The most frequently mentioned sponsors were the ones whose names were displayed on a stage.

Furthermore, sponsors with favourable branding and signage gained additional exposure through

online conversation.

Lastly, certain conversation trends have enabled organisers to identify opportunities for specialist

sponsors based on attendees’ complaints and desires. At future events, sponsorship deals with

car wash products and flu remedies (for example) could simultaneously benefit concertgoers,

organisers and sponsors.

Based on these insights, BrandsEye could offer Rocking the Daisies three valuable

recommendations:

1. Since the response was so large and positive, Rocking the Daisies should plan to

introduce more international content at future festivals, based on the hype it creates.

2. Because of the high demand and buzz around tickets, Rocking the Daisies organisers

could substantiate an increase in sponsorship and ticket fees in the long term.

3. Since branded stages in particular provided a higher ROI, organisers could increase

the costs of sponsorship packages or facilitate bidding for these positions, thereby

increasing sponsorship revenue accordingly.

Market Research › Rocking the Daisies – 2011 & 2012 – Case Study

Figure 4. A word cloud depicting themes in the conversation around the festival.

In fact, online conversation on 28 June alone created 3 098 545 opportunities to see (OTS). OTS is

the number of potential views made possible by the total number of online mentions. The same

amount of paid media coverage would have cost R707 284.

‘Tickets’ were another top theme of online conversation. This was split between excitement about

purchasing them, and disappointment at not buying tickets before they sold out. Additionally,

people in other areas of the country expressed disappointment at being unable to attend it.

Figure 5. A tweet requesting tickers for Rocking the Daisies.

BrandsEye also picked up all blogger communications regarding ticket giveaways, which gave

consumers one last chance to get tickets for the festival.

Figure 6. A tweet announcing competition winners.

Market Research › Rocking the Daisies – 2011 & 2012 – Case Study

Volume

15.1%

4.8%

79.1%

twitter.com www.facebook.com www.bizcommunity.com http://twitter.com C on

su me

Pe rc

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30%

20%

10%

Category

66 67

Surveys, online focus groups and online monitoring are three excellent ways to conduct research

online.

Analytics and online report tools play a big role in providing data. While these are digital marketing

tactics in themselves and are covered later in this book, keep in mind that they also provide

information that can feed into research conducted for a particular purpose.

3.11 Case study questions

1. What were the key insights drawn in connection with the Rocking the Daisies festival?

2. How can the festival organisers take what they’ve learned to make changes? Suggest

some ideas.

3. Why would ongoing monitoring be important in this case?

3.12 Chapter questions

1. What is the purpose of exploratory research?

2. What is primary research?

3. What role does online research play in the overall market research toolkit?

3.13 Further reading

www.pluggedinco.com/blog – Plugged In is a treasure trove of all things related to market

research. Visit it regularly to stay up to date on trends or developments.

www.freshnetworks.com/blog/category/social-media-listening-2 – Visit this blogs for lots of

useful articles on social media listening and monitoring.

http://s3.amazonaws.com/SurveyMonkeyFiles/SmartSurvey.pdf – The Smart Survey Design is a

useful white paper that will help you master drawing up relevant web surveys.

3.14 References

Brand Graphics., (2013) Ipad hangout landscape. [Online image] Available at: http://timothybrand.com/wp-content/uploads/2013/01/03_ipad-hangout_landscape.png

[Accessed 30 September 2013].

Market Research › References

Overall, an online monitoring and insights tool such as BrandsEye is valuable for making

appropriate business decisions based on real insights. This allows organisers to begin planning

the next festival with confidence knowing that:

• Festival attendance will increase and attendees’ experiences will be enhanced.

• Sponsors will achieve a higher ROI for their investment.

• Organisers can expect higher financial returns.

3.10 The bigger picture

Understanding your market is the foundation of every marketing activity, online or off. If you don’t

know who you’re speaking to, or what your audience cares about, it’s unlikely that your message

will resonate with them.

Market research will define the content you create in your content marketing strategy, which

naturally affects channels like email marketing, web writing, SEO and online advertising. It helps

you find your audiences on social channels by indicating where they spend most of their time,

and how they like interacting with your brand. It also helps you meet their needs by defining the

touchpoints they expect from your brand, especially when it comes to creating web and mobile

channels.

The more data you can gather about your audience, the better you will be able to optimise and

improve your marketing efforts: market research is an excellent supplement to the quantitative

data you can gather through data analytics.

3.10 Summary

Market research means gathering and analysing data in order to gain consumer insights,

understand a market and make business decisions. Information can be gathered about customers,

competitors and the market.

Research can be conducted based on secondary data, which refers to information or data that is

already published, or based on primary data, which is data gathered specifically for a particular

research problem.

Research can also be qualitative or quantitative. The Internet provides the tools for gathering

qualitative data, while online tools such as surveys and web analytics packages are ideal for

gathering quantitative data.

Market Research › Rocking the Daisies – 2011 & 2012 – Case Study

What’s inside: This chapter look at brands as publishers who need to understand those for whom they are producing content. Content marketing strategy is explained and

situated within the greater marketing mix. Organisational and conceptual requirements are

considered in line with your overall marketing strategy.

BrandsEye., (2013) Rocking The Daisies, Cape Town. Flacy, M., (2012) Google + Users can now use hangouts on iPhone, iPad. [Online] Available at: http://www.digitaltrends.com/mobile/google-users-can-now-use-hangouts-on-

iphone-ipad/

[Accessed 30 August 2013].

Flacy, M. [2012] Google + Users can now use hangouts on iPhone, iPad [online]

http://www.digitaltrends.com/mobile/google-users-can-now-use-hangouts-on-iphone-ipad/

[Accessed 30 August 2013].

University of Texas at Austin, 2011. Assess Teaching: Response rates. [online] http://www.utexas.edu/academic/ctl/assessment/iar/teaching/gather/method/survey-Response.php

[Accessed 19 August 2013].

University of Texas at Austin., (2011) Assess Teaching: Response rates. [Online] Available at: http://www.utexas.edu/academic/ctl/assessment/iar/teaching/gather/method/

survey-Response.php

[Accessed 19 August 2013].

Market Research › References

04 Content

Marketing Strategy

70 71

Substance Workflow

Structure

Content Components People Components

Governance

Core Strategy

4.3 Defining Content marketing

Content marketing is an umbrella term, one which focuses on matching content

(information or entertainment) to your customer needs at whichever stage they are

in the buying cycle or customer journey. Unlike TV, where the advertiser pushes

messages to a captive audience, the focus is on engaging content, which means

that marketers must think like publishers (attracting an audience) rather than

seeing themselves as advertisers (buying an audience) of a product. The Internet

has, in many respects, cut out the middle man. Consumers and brands can now

connect directly through a number of easily accessible online platforms.

The Content Marketing Institute offers the following definition:

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action (Content Marketing Institute, 2013).

This definition applies to all the spaces in which you share content – your website,

campaigns and competitions, a company blog or the social media space – as well

as the way in which that information is shared.

Kristina Halvorson suggests the model illustrated below for approaching the

different areas of content marketing strategy.

Figure 1. A model explaining Content Strategy. (Source: With permission, Kristina Halvorson, 2010)

Content Marketing Strategy › Defining Content marketing

4.1 Introduction

While the phrase ‘content is king’ has been referenced for some time, it is only in the

recent few years that Content Marketing Strategy has been solidified into a discipline

of its own. Defining content marketing strategy can be tricky, however, with some

practitioners focusing more on the role it plays in information architecture and

others believing that it should be considered on a campaign by campaign basis. This

chapter looks at content marketing strategy from a holistic perspective, as a process

that includes an understanding of all the content your brand is creating, those for

whom it is intended, and to what purpose. There is a need to understand the brand

and consumer context and match these to the best route to customer (in terms of

tactics). Ultimately this supports the design of communication that impacts people

enough to make them want to share the content on.

In this chapter, you will learn:

• To understand the role of content marketing strategy within your marketing plan

• To be familiar with the steps involved in developing your content marketing strategy

• To recognise some models for understanding how types of content are

absorbed or experienced by your target audience.

4.2 Key terms and concepts

Term Definition

Algorithm

An algorithm is a mathematical, computational or statistical method pre-determined to take a number of variables into account and output a single, quantifiable result that is a function of all the variables. A good example of a commonly used algorithm is the one used by Google to determine which pages rank more highly on SERPs.

Content audit An examination and evaluation of the existing content which a brand publishes.

Editor A person who determines the ultimate content of a text, traditionally understood in the newspaper, magazine or publishing industry context.

Information architecture

The way data and content are organised, structured and labelled to support usability.

Persona

In this context, a character created to define a group of readers in order to speak to them as though they were a unique reader. Usually a hypothetical character created to represent and personify a set of traits.

Usability A measure of how easy a system is to use. Sites with excellent usability fare far better than those that are difficult to use.

Content Marketing Strategy › Introduction

72 73

Figure 2. Blendtec produce a series of entertaining videos focused on blending objects discussed in popular culture, such as iPhones. (Source: Blendtec, n.d.)

4.4.2 Market research and consumer personas

The sweet spot for content marketing lies in an intercept between the marketing

goals of a brand, the brand personality as it guides and differentiates that brand in

the marketplace, and the consumer motivation for paying any attention to a brand

at all. One device that is used in addressing consumer needs is the development

of a consumer persona.

A persona is a profile that a writer creates to embody the characteristics of the

target audience for whom he or she is writing.

Personas are based on the profile of users of your content. Creating a profile is all

about considering the characteristics of your readers and their needs and desires.

It’s important to focus on the motivations of the persona that you may create,

rather than exterior signifiers that lead to the creation of a stereotype. The

persona assists you in segmenting and understanding your target market and is a

framework through which you can guide any content that you create.

4.4.3 Creating content pillars

Linked to the brand identity are certain themes, which could also be called content

pillars. These are areas of focus that support the creation of content that match

to a consumer’s interest. These themes must be true to the brand essence, not

focused directly on sales, and should also speak to the interests of the audience.

Content Marketing Strategy › Strategic building blocks

Content components

• Substance: Who are you trying to reach, and why?

• Structure: Where is your content? How is it organised? How do people find your content?

People components

• Workflow: How does your content happen?

• Governance: Politics, guidelines and standards (Halvorson, 2010).

As you can see in the above discussion, Halvorson suggests that one consider

the bigger picture of content creation rather than just the product which is the

end result. Content marketing looks at staff, tools, processes and outcomes. The

end goal for these processes is, as outlined in the Content Marketing Institute

definition, the delivery of a “profitable customer action”. All content should be

created with a strategic outcome in mind.

4.4 Strategic building blocks

4.4.1 Translating your brand essence

The brand essence is a sentence which sums up the unique attributes of a brand

and the basis for its emotional connection with customers. Your brand essence

should assist in defining a tone of voice for your brand and the style in which it

engages with its customers. The brand essence can be a useful guide for ensuring

that the content you create (and your marketing activity) represents the brand

appropriately. Some relate this to your brand story. What is your reason for being,

and how do you connect that with the interests of your customers?

Will it Blend? is a video series by Blendtec which builds on this principle. Blendtec produce industrial blenders. Their value proposition is that they can blend anything,

and their very popular videos demonstrate this.

Content Marketing Strategy › Defining Content marketing

NOTE

Read more about this in the Writing for Digital chapter.

74 75

Figure 5. Corona created an interactive documentary that tied their brand essence to a powerful human story (http://www.coronaextra.eu/china/).

4.4.4 Matching content formats to objectives

Information can be presented through any number of mediums, which is both an

opportunity and a challenge faced by content marketers. Digital distribution allows

for videos, images, interactive infographics and any number of other formats. To

gain and keep the attention of consumers/users, it’s sometimes not enough to

rely simply on text-based forms of content. The role of the content marketer is to

select the right medium based on overall objectives, production capabilities, and

the needs of the audience. Consider the illustration below.

Figure 6. Different forms of content will support different objectives. (Adapted from Bosomworth, 2012)

Content Marketing Strategy › Strategic building blocks

Figure 3. Content pillars can be considered in line with the brand’s essence, and then situated within the context of the reader.

For Coca-Cola, for example, consumer interests filtered through the brand

essence of ‘Coke brings joy’ could result in the following pillars:

• Friendship

• Sharing is caring

• Spreading smiles.

These pillars are then used as the basis on which to develop content ideas.

Figure 4. Coca-Cola express their brand essence in all of their communications, as demonstrated in the Tweet above.

In the above tweet, we can see how a particular content pillar was translated

into a question that is focused on relationships and family. It also encourages

engagement from the audience by asking for their input.

Another example which demonstrates this is how Corona brought their brand

essence to life through an interactive documentary. The documentary depicted the

first encounter that people from Bulin in China, 7 500km from the coast, had with

the beach. You can view it here: http://www.coronaextra.eu.

Content Marketing Strategy › Strategic building blocks

Pillar

Target Audience

CONTENT PLANNING APPROACH

Brand Environmental Context

Brand Essence POV Execution

Awareness

Reviews

Articles

Infographics Press Releases

Calculations

eBooks

Data Sheet & Price Guide

Checklist

En te

rta in Inspire

Educate Co nv

in ce

Purchase Em

otional R

ational

Virals

Quizzes

Competitions Widgets

Celebrity Endorsements

Games

Community ForumsBranded Videos

RatingsEvents

Product Features

Case Studies

Trend ReportsGuides Reports

and W/pepes Webinars

eNews

Demo Videos

Interactive Demos

76 77

Figure 8. A content audit conducted for a website. (Source: Liubarets)

In order to take advantage of these various forms of content delivery, it is necessary

to build the correct capabilities. But how do you determine what forms of content

you need?

4.4.5 The content audit

Once you have established your marketing goals, your brand personality and a

guiding understanding of who you are trying to reach, the content audit is a

sometimes laborious but necessary next step. The content audit involves an audit

of all the existing content supplied by the brand – the website, white papers,

articles, videos and content shared on social media sites can all be considered.

An assessment can then be made of how well these pieces of content match the

strategic needs of the brand and its audience.

While you can either thoroughly immerse yourself in this process or attempt to get

a more time-efficient overview, the goal is to map what is currently on offer with

what is necessary in mind. It is important not just to understand what you have, but

also how it is currently organised and accessed by your audience.

Many practitioners suggest the use of a spreadsheet to achieve this. Content can

be found to be either mismatched to the goals of the organisation, or spot on. Most

importantly, you can establish what is missing. Are your customer needs being

addressed? Where do the opportunities lie?

Content Marketing Strategy › Strategic building blocks

As discussed in the Digital Marketing Strategy chapter, determining your objectives is an essential part of your marketing planning, and should feed into your content

marketing strategy. Understanding the journey your consumers go through as

they approach your ultimate sales goal will enable you to match content formats

to their needs. A humorous video may be successful in initially making potential

customers aware of your brand. Once you have their attention, however, a research

paper or useful case study could be more effective in convincing them that you are

the best choice in the market.

There are many examples of online journalism using multimedia to convey

information most effectively to their readers. The New York Times has presented a number of different methods for conveying complex information in an engaging

manner. ‘Snow Fall’ by John Branch is one example (http://www.nytimes.com/

projects/2012/snow-fall/#/?part=tunnel-creek).

Figure 7. ‘The New York Times’ is a media brand that has embraced interactive media features for presenting complex news stories. (Source: The New York Times)

The New York Times also often publishes infographics that demonstrate this principle powerfully.

Content Marketing Strategy › Strategic building blocks

A B C D E F

1 Section Page URL Description Keep/Edit/Delete Notes

2 About Us

3 Vision about-us/

vision Company vision statement, drawn from main brochure (now outdated)

Edit, add info from Mission page, add annual reports.

4 Mission about-us/

mission Company value statements. Seems to replicate Vision page. Includes links to annual reports (PDFs)

Delete

The team about-us/ team

Lists bios of key staff members. Missing some staff, other bios 3-5 years out of date, some bios very brief, some very long.

Edit: update bios, edit to make more consistent. Add email addresses.

Second most- visited page in section.

6 Contact details

about-us/ contact

Contact details: physical, phone, email. Includes operational hour info.

Update with Google map. Operational hours needs more prominence.

Most visited page in section

7 News about-us/

news News items, currently divided into press releases; news; announcements; ‘from the boss’. 32 items over 3 years.

Keep, but suggest deleting most old articles & removing categories.

8 Events about-us/

event Mixture of business and external events. No events loaded this year. 13 events over past 3 years.

Delete. Suggest publishing event info as news items & promoting on homepage.

78 79

Figure 9. An always-on-content strategy approach builds relationships and engagement.

By constantly engaging with audiences, something which is well suited to social

media, for example, it is possible to build and maintain a relationship with

customers/readers. Consider the image above, where constant engagement

builds on the peaks of engagement that shorter term campaigns can offer.

4.5.4 Content models

Your organisation’s content requirements and objectives should determine the

structure of your content teams. Do you have a need for ongoing content creation,

or are there less frequent high-input forms of content that will benefit your

organisation? There are many models which are constantly evolving, so do invest

in some research around what will suit your organisation. We have outlined two

approaches below.

Stock and flow Stock content refers to bigger, beautiful assets that require more investment and

age well, meaning that they will be interesting in six months as well as today. ‘The

Dewarists’, by Dewars, is an example of this. A high-production value TV show

was created and sponsored by the brand in order to achieve awareness across its

target market.

Content Marketing Strategy › Content creation

Content Frequency // An ‘Always On’ approach

Campaign/ Activation

En ga

ge m

en t

Time

Alwa ys o

n Co nten

t Str ateg

4.5 Content creation

4.5.1 Learning from publishers

The term brand as publisher refers to repositioning the function of the marketer or brand manager. Rather than focusing on the immediate sale or conversion, a

publisher focuses on value and interest for the reader, and building a relationship

based on supplying information or entertainment that suits the customer’s needs.

Makeup.com by L’Oreal is an oft-cited example of a brand publishing useful tips

and content that does not link to a product or sales directly, but demonstrates how

the brand can give consumers the lifestyle they desire.

4.5.2 Resource planning – thinking like a publisher

Content marketing touches on a number of departments in an organisation.

Marketing, sales, customer service, corporate communications, human resources

and website management teams should all be aware of the content marketing

strategy for a business. Co-ordinating content between these teams can be

challenging if not impossible if turnaround times are tight. This is why it is important

not only to look at where content production should live in your organisation, but

also to map the workflow of content creation, an essential function. Are designers

involved? Where does quality control take place? Where can a piece of content be

adapted and reused on a different distribution channel?

Some organisations opt to have a central role for someone who oversees content;

others build in-house departments. Whether you are outsourcing to a publishing

house, or training a team in house, the decision must be made and planned for so

that workflow can be mapped in order to facilitate your strategic needs.

4.5.3 Always on content planning

Given that a large part of the global population is constantly engaging with content

via various digital devices and platforms, it is necessary to consider content

creation in terms of not only short campaign bursts, but ongoing delivery and

engagement. Consider the illustration below.

Content Marketing Strategy › Content creation

Rela tions

hips

80 81

4.6 Content channel distribution

4.6.1 Algorithmic curation

Algorithmic curation is a term that refers to the algorithms platforms have created

for dealing with information overload. Various platforms, like Facebook and the

search engine Google, use algorithms to filter out the amount of information that

is delivered to users. Each algorithm will use a number of factors to determine

what is actually relevant and interesting to the person doing a search, or looking

at their news feed. One of the factors that influences whether a piece of content is

considered relevant is how much an individual engages with the brand’s presence

on that platform over time. Posts shared by a Facebook page, for example, may

reach only users who have previously engaged with posts from that page through

commenting or liking. It is therefore important to create content that encourages

engagement and sharing.

4.6.2 Understanding your channels

Understanding the channels through which you share content is as important

as the crafting of that content itself. Reaching people effectively will only be

achieved if the medium supports the message and vice versa. Social media, email

marketing, mobile marketing and video marketing are just some disciplines that

will form part of your content creation arsenal. The rest of this book is dedicated to

best practice in communicating effectively through the various digital disciplines

available to you.

4.7 Tools of the trade

In order to support the ongoing production of interesting content, it is necessary to

have some planning documents in place. Consider those outlined below.

• Brand style guides This document guides anyone creating content for a brand at any

time. What is the tone of voice and brand personality? How is it best

represented visually, and what are the brand colours and fonts? This

can be a challenging document to put together, and it usually isn’t the

content marketer who is tasked with doing so, but is essential to aligning

brand communications. It is also a document that tends to be ‘live’ – it is

constantly updated as the brand and content landscapes evolve and new

conventions need to come into play.

Content Marketing Strategy › Tools of the trade

Figure 10. ‘The Dewarists’ was a TV show sponsored by alcohol brand, Dewars.

Flow content has a lower production value and a quicker production and publishing

time frame. Images depicting what is going on at a business on any given day, for

example, freshly baked goods at a bakery, can be placed in this category.

Figure 11. Cake Boss posts images depicting their preparations on their Facebook page.

Both types of content should be considered for balancing out a content strategy.

Destination and distributed thinking It can also be useful to consider destination and distributed content. Content which

you are either sending out to the world through various platforms and networks,

or which pulls your reader towards a page on your website or an article on your

blog. Rather than focusing solely on driving readers to your owned media spaces,

such as your website, consider how to create content that engages with your target

audience in the spaces where they are active.

Content Marketing Strategy › Content creation

82 83

One of the more powerful benefits, however, is that you can learn a lot about your

target consumer through the content with which they do or do not engage. The

more targeted and ongoing your content, the more data you can gather about how

effectively you are reaching those you need to.

One of the great challenges in content marketing is providing content that is truly

interesting and engaging to the right people – the right mix of subject matter and

brand. Matching content to the required outcome for your strategic purposes takes

dedication and focus. In the context of ongoing content production, it can also be a

challenge to maintain levels of quality over time, which is why process and quality

assurance steps must be put in place. Consider that the goal is not to create as

much content as possible, rather it is to focus on relevance and content that matches

strategic outcomes.

4.9 Case study – Coca-Cola Company

4.9.1 One-line summary

Coca-Cola develops a content strategy in order to double sales by 2020 and redefine their business.

4.9.2 The problem

The Coca-Cola Company is a global beverage producer. Even though the brand is globally known

and extremely successful, it has set its sights on doubling its business by 2020. It also noted two

key changes in the market: consumers were creating an ever-increasing amount of brand content,

and technology had empowered them as never before to shape the brand.

Coca-Cola decided that it needed to harness the power of content marketing in order to engage

consumers.

4.9.3 The solution

In order to meet their goal of doubling the size of their business by 2020, Coca-Cola created a

multifaceted content strategy based on two key content pillars: liquid and linked.

‘Liquid’ embodies the notion that our networked and connected world enables ideas to spread

rapidly – liquid ideas are those that capture the imagination and cannot be controlled once they

are put out in the world.

While liquid ideas are creative, they are grounded in a linked strategy. ‘Linked’ makes sure that

ideas are always centred on the core brand story and experience – in other words, liquid ideas

must reflect positively on the Coca-Cola brand. It also means that all the brand channels should

be coherent and unified.

Content Marketing Strategy › Case study – Coca-Cola Company

• Content calendars Content calendars assist the content marketer in planning the content

they will be sharing, across which platforms, and when. The more

advance planning is undertaken, the easier it is to react quickly to tactical

opportunities.

• Workflow map A workflow map documents the path a piece of content takes when it is

created. What are the steps in approval, how is it optimised for digital

publishing, who has final sign off? Is it a duplicate of existing content, and

where else can it be used? A workflow map assists you in streamlining

this process.

Figure 12. An example of a workflow map for an article. (Adapted from: Ingserv)

• Persona map As discussed, the persona map assists content creators in focusing on

those for whom they are in fact creating content, and what the motivations

of consumers would be.

4.8 Advantages and challenges

Content marketing can position your brand as an expert through the sharing of

useful content in your specific field. It also enables you to reach the customer

who has a fragmented attention span spread across many devices and content

touchpoints.

Content Marketing Strategy › Tools of the trade

NOTE

See an example of a content calendar in the Social Media

Strategy chapter, and an example of a persona

in the Writing for Digital chapter.

Publisher

Author

Editor

CMS

Legal dept

Marketing dept

Does the copy already exist?

Yes

Determine editorial direction

Mark as ‘ready for review’Copy Production

Advise on copy edits (if necessary)

Line edit copy (if necessary)

Mark as ‘ready for publishing’

Advise on copy edits (if necessary)

Provide source material (if any)

84 85

4.10 The bigger picture

Content is a significant component of many digital marketing disciplines. When creating content,

you should always keep the principles of writing for the web in mind.

• Email marketing relies on great content – since most people suffer from email fatigue, they will only stop to read emails that they know are of high quality and that provide excellent

content.

• Social media marketing also depends on sharing relevant and valuable content with social fans. While your brand promise may get them to your social page, your ongoing stream of

quality content will encourage them to interact and share, spreading the word about your

company.

• Search engine optimisation is strongly influenced by the quality, frequency and value of content. Not only will search engines favour your site, but others will choose to link in to your

content, creating a valuable referrer for your brand.

• Video marketing is a whole new approach to content, in which you create dynamic and shareable videos specifically tailored to the interests and needs of your audience.

• Mobile marketing also requires that you consider the unique requirements of your audiences across a series of devices. If you understand the role that each device plays in a user’s life and

buying cycle, you can tailor content to optimally address their needs.

4.11 Summary

Content marketing presents a pull mechanism for the marketer rather than a push one. Brands

must consider their brand identity and the market they are trying to reach in order to create

targeted and valuable brand content that delivers on strategic objectives.

It’s about more than creating a piece of content – content marketing strategy looks at how you

structure your organisation to create that content, and how you match specific types of content and

methods of delivery for achieving strategic outcomes.

These ideas need to resonate with people rather than simply existing across an array of media

with which they are presented.

4.12 Case study questions

1. What is Coca Cola’s overarching goal? Why is this significant?

2. What is brand storytelling?

3. What do you think about the content audit? Is it a process you would undertake?

Content Marketing Strategy › Further Reading

4.9.4 The outcome

Rather than focusing on traditional advertising, Coca-Cola has thrown its weight behind a global

content strategy to meet its rather ambitious goals. It identified that audiences are now largely in

control of the brand, and that it is more important to have an open conversation with them than to

broadcast advertising at them.

Coca-Cola’s content marketing plan is based on three core elements:

1. Storytelling: As part of the liquid principle, Coca-Cola has recognised the power of storytelling. Stories create an emotional connection, connect people and spread ideas,

which leads to conversations. In dynamic storytelling, a brand idea is released to the

audience and picked up in various conversations and channels. One of Coca-Cola’s key

brand stories is ‘living positively’ and showing how the brand makes the world a better

place. This content idea also forms part of the company values, showing the importance of

aligning business and content objectives. Each sub-brand has a big-picture content plan

that outlines key elements of the story and how they will be disseminated.

2. Consumer-generated content: Consumer-generated content forms a cornerstone of the content strategy. Brand stories encourage consumer reactions and engagement (and are

often created by the consumers themselves). The worldwide distribution of creativity and

technology means that consumers have greater power than ever before to create and drive

brand stories, which leads to emotional connections. Coca-Cola actively encourages fans

to ‘act and react’ to the stories.

3. Unified brand experience: Finally, Coca-Cola puts a lot of emphasis on creating a unified, coherent and accessible brand experience. While there are many stories to be told about

the brand, it is still necessary to filter and edit these to ensure that they speak to the

brand’s key values. By focusing on content excellence, Coca-Cola is creating value and

engagement, not merely noise. Maintaining this means that the brand must communicate

effectively with staff around the world.

In keeping with the ‘linked’ principle, these ideas will always be linked to business data and

business objectives to solve problems (TheCognitiveMedia, n.d.).

Content on the web will spread regardless of whether a brand is involved or not – but Coca-Cola

has picked up that they can steer the story themselves. By engaging proactively, building powerful,

viral brand stories and giving consumers some control over how the brand is expressed, they are

able to steer the conversation to their benefit – this is the true power of content marketing.

Content Marketing Strategy › Case study – Coca-Cola Company

86 87

4.13 Chapter questions

1. What is content marketing strategy?

2. Why is the customer journey or buying cycle relevant to content marketing strategy?

3. How do you decide what new forms of content your brand needs?

4.14 Further reading

http://contentstrategy.com/ – Content strategy for the web.

4.15 References

Blendtec, n.d. Will it Blend?. [Online image] Available at: http://willitblend.com/

[Accessed 1 October 2013].

Bosomworth., 2012. Content Matrix. [Online image] Available at: http://www.smartinsights.com/wp-content/uploads/2012/05/content-matrix-550x428.jpg

[Accessed 1 October 2013].

Content Marketing Institute., 2013. What is Content Marketing? [Online] Available at: http://contentmarketinginstitute.com/what-is-content-marketing/

[Accessed 30 September 2013].

Halvorson, K., 2010. Core strategy diagram by Brian Traffic. [Online image] Available at: http://conversationagent.typepad.com/.a/6a00d8341c03bb53ef0147e077f98a970b-320wi

[Accessed 30 September 2013].

Halvorson, K., 2010. Kristina Halvorson, Content Strategy on Conversation Agent. [Online] Available at: http://www.conversationagent.com/2010/12/kristina-halvorson-content-strategy.html

[Accessed 12 August 2013].

Ingserv, n.d. Publish new press release. [Online] Available at: http://richardingram.co.uk/downloads/110318_pr_workflow_example.pdf

[Accessed 7 October 2013].

Liubarets, T., 2013, Is Your Website in Dire Need of a Content Audit? [Online] Available at: http://writtent.com/blog/is-your-website-in-dire-need-of-a-content-audit/

[Accessed 7 October 2013].

Content Marketing Strategy › References

O’Brien, J., (2012) How Red Bull Takes Content Marketing to the Extreme on Mashable Available at: http://mashable.com/2012/12/19/red-bull-content-marketing/

[Accessed 12 August 2013].

TheCognitiveMedia, n.d. Coca-Cola Content 2020 Part One. [Online] Available at: http://www.youtube.com/watch?feature=player_embedded&v=LerdMmWjU_E

[Accessed 7 May 2013].

Vipat, R., (2013) Digital marketing at Nike. [Online] Available at: http://www.slideshare.net/ojasvipat/final-digital-marketing-at-nike [Accessed 8 August 2013].

Content Marketing Strategy › References

Part 2 Create

Introduction to Create Research, planning and strategy lay the foundation for building successful digital

assets – such as websites, mobile sites, web and social media applications, videos

and even simple landing pages. In the next few chapters, we detail how to create

some of these digital assets.

One of the biggest challenges is creating assets that make the most of rapidly

evolving technology, while remaining accessible to the range of users in your

market. In writing these chapters, we faced a similar challenge: technology is

constantly in flux. Because of this, we have focused on principles for success.

Creating digital assets is not a solitary job. There are many different teams of

experts who work together to create something that will delight users. So, it

stands to reason that there are many aspects to consider when looking at creating

digital assets.

This is a book aimed at marketers, rather than developers and designers, but it is

important that you also understand the opportunities and challenges of the web.

This is a vast subject, but hopefully the next few chapters will leave you feeling

equipped to ask the right questions when relying on others to get the job done

for you.

We start by looking at User Experience Design – the process of creating

remarkable, user-friendly and effective digital assets. The Web Development and

Design chapter focuses on creating websites, but the principles apply to a range

of digital assets and devices (with a dedicated section on mobile). While we won’t

teach you how to build a website yourself, we do equip you with what you need

to know to manage and be involved in the process. Lastly, we look at Writing for

Digital – after all, the words we read on the screen are often a vehicle for much of

our online experience. All three of these practices work closely together when we

create web assets.

Create › Introduction

What’s inside: An introduction to the world of User Experience (UX), and some key terms and concepts you need to understand. This is followed by a breakdown of the key UX

principles you should always keep in mind, and some special considerations for mobile UX.

From there, we take you on a step-by-step journey to implementing a UX project, including

substantial guidelines on testing and optimising the results of your UX design process.

05 User

Experience Design

94 95

User Experience Design › Key terms and concepts

Convention A common rule or tried-and-tested way in which something is done.

Conversion

Completing an action or actions that the website wants the user to take. Usually a conversion results in revenue for the brand in some way. Conversions include signing up to a newsletter or purchasing a product.

Credibility In this context, how trustworthy, safe and legitimate a website looks.

Information architecture The way data and content are organised, structured and labelled to support usability.

Navigation How a web user interacts with the user interface to navigate through a website, and the elements that assist in maximising usability.

Prototype Interactive wireframes that have been linked together like a website, so that they can be navigated through by clicking and scrolling.

Responsive design Designing a website so that it changes depending on the device it is displayed on.

Search engine optimisation (SEO)

The process of improving website rankings on search engine results pages.

Sitemap

On a website, a page that links to every other page in the website, and displays these links organised according to the information hierarchy. In UX terminology, this is the visualised structural plan for how the website’s pages will be laid out and organised.

Usability A measure of how easy a system is to use. Sites with excellent usability fare far better than those that are difficult to use.

User-centred design (UCD)

The design philosophy where designers identify how a product is likely to be used, taking user behaviour into consideration and prioritising user wants and needs, and placing the user at the centre of the entire experience.

User experience design (UXD)

The process of applying proven principles, techniques and features to create and optimise how a system behaves, mapping out all the touchpoints a user experiences to create consistency in the interaction with the brand.

User interface (UI) The user-facing part of the tool or platform – the actual website, application, hardware or tool with which the user interacts.

Wireframe The skeletal outline of the layout of a web page. This can be rough and general, or very detailed.

User Experience Design › Introduction

5.1 Introduction Have you ever visited a website that was just plain confusing, with broken links,

unintuitive navigation and long, rambling text? Or, conversely, have you had a web

experience that just worked, where everything was clear, easy and even enjoyable to use? If so, you’ve encountered the extremes of user experience design. Excellent

UX can delight and convert customers. Conversely, bad UX can lead to lost revenue

and less chance of repeat visitors.

User experience design is a web concept that is difficult to define specifically,

since it’s often a case of ‘you’ll know it when you see it’. A standard website needs

to be reliable, functional and convenient – but a great UX website needs to be

enjoyable to use, and an experience worth sharing. What this means in practice

for a specific website, company, audience or context can differ, but the principle

remains the same – delivering a great experience to users, and making it easy

for them to convert to your desired goal. UX is the first, foundational step of an

effective digital asset.

In this chapter, you will learn:

• To think about web projects with a UX mindset

• How to create usable, amazing and enjoyable experiences for desktop

and mobile users

• The nuts and bolts of implementing UX strategy step by step

• About a variety of awesome UX tools.

5.2 Key terms and concepts

Term Definition

Above the fold The content that appears on a screen without a user having to scroll.

Accessibility The degree to which a website is available to users with physical challenges or technical limitations.

Breadcrumbs Links, usually on the top of the page, that indicate where a page is in the hierarchy of the website.

Call to action (CTA) A phrase written to motivate the reader to take action (sign up for our newsletter, book car hire today etc.).

Content audit An examination and evaluation of existing content on a website.

Content strategy In this context, a plan that outlines what content is needed for a web project and when and how it will be created.

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User Experience Design › Understanding UX designUser Experience Design › Understanding UX design

5.3 Understanding UX design User experience (UX) can be defined as all the experiences (physical, sensory,

emotional and mental) that a person has when interacting with a digital tool.

The field of UX is full of similar-sounding jargon, so here’s a quick guide to the

terms you should know.

User experience (UX) is the overall satisfaction a user gets from interacting with a product or digital tool.

User experience design (UXD, sometimes UED) is the process of applying proven principles, techniques and features to a digital tool to create and optimise

the user experience.

User-centred design (UCD) is the design philosophy that prioritises the user’s needs and wants above all else, and places the user at the centre of the entire

experience. This often entails research and testing with real users of the site or

product.

User interface (UI) is the user-facing part of the tool or platform – the part of the actual website, application or tool that the user interacts with.

Usability means how user friendly, efficient and slick the digital product is.

Online UX can be divided into two broad categories:

1. Functional UX. This covers the elements of the user experience that relate to actually using the tool – such as working technical elements,

navigation, search and links.

2. Creative UX. This is the bigger, harder-to-define impression created by the tool – the so-called ‘wow’ factor that covers visual and creative

elements.

There are six qualities that make up good UX:

• Findability – can I find it easily? Does it appear high up in the search results?

• Accessibility – can I use it when I need it? Does it work on my mobile phone, or on a slow Internet connection? Can I use it as a disabled

person?

• Desirability – do I want to use it? Is it a pleasant experience, or do I dread logging in?

• Usability – is it easy to use? Are the tools I need intuitive and easy to find?

• Credibility – do I trust it? Is this website legitimate?

• Usefulness – does it add value to me? Will I get something out of the time I spend interacting with it?

5.3.1 The benefits of UX

There are some real, tangible benefits to applying UX design to digital marketing

strategies.

Good UX is an excellent way to differentiate yourself in the market and give

yourself a competitive advantage. If your online touchpoints are easy, fun, intuitive

and awesome to use, your customers won’t have any reason to look elsewhere.

Good UX research and design allows you to find the best solution for your needs.

Every business, website and online service is unique in some way, which means

that the way it is set up must be unique too.

Amazon’s $300 million button is perhaps the most dramatic example of how a simple UX fix can impact the business. Amazon managed to gain an extra $300

million worth of sales simply by changing their ‘Register’ button to one that

read ‘Continue’ instead. The number of customers increased by 45% because

they no longer felt they needed to go through an onerous registration process

simply to fulfil a basic shopping action. In fact, nothing else about the purchase

process had been changed!

Every marketer knows that the ideal customer is a happy customer. People who

love the experience you give them will become loyal clients, and possibly even

brand evangelists – people who will sing your praises far and wide.

Applying UX principles means that you can get your digital tools working earlier,

with much better functionality, at a lower cost. This is because you can cut out

features and elements that you simply don’t need, and focus on the core user

experience. This optimised development process leads, in turn, to sites that are

easier and cheaper to maintain, upgrade and support across multiple platforms.

NOTE

User experience design roles differ in the

skills needed and the functions performed.

Try this UX job title generator for a bit of

fun: aaronweyenberg. com/uxgenerator

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User Experience Design › Core principles of UX designUser Experience Design › Core principles of UX design

NOTE

Read more about this in the Market Research

chapter.

5.4 Core principles of UX design

5.4.1 User-centric design

While this may seem like the most obvious point, it’s surprising how often the

user is forgotten in the user experience. Business owners, marketers and web developers frequently focus on creating the web platforms they want and think are

best, instead of really interrogating what the user needs. Often, the performance

of web assets is compromised when the design process is driven only by internal

business needs (for instance, ensuring that each department in the company has

a space that it controls on the home page) at the expense of what the user needs.

When designing for the user, you need to ask the following questions:

• Who is the user?

• What are the user’s wants and needs from your platform?

• Why is the user really coming to your website?

• What are the user’s capabilities, web skills and available technology?

• What features would make the user’s experience easier and better?

The answers to these questions will come out of user research, as discussed in the Market Research chapter earlier in this book.

Figure 1. It’s essential to give users exactly what they need. (Source: XKCD.com)

Of course, many users may not know exactly what their wants and needs are! It

is the UX practitioner’s job to discover these through research and interpret them

in the best way possible. Keep Henry Ford’s famous quote in mind here: “If I had

asked people what they wanted, they would have said faster horses.”

5.4.2 Usability and conventions

Usability is about making the digital assets we build easy and intuitive to use. To

paraphrase Steve Krug, don’t make your users think: they should just do (Krug,

1997-2013).

One of the most important aspects of usability involves sticking to standard

conventions, which are simply common rules or ways of displaying or structuring

things on the web. Popular conventions include:

• Links that are blue and underlined

• Navigation menus at the top or left of the web page

• The logo in the top left hand corner, which is linked to take the user back

to the home page

• Search boxes placed at the top of the page, using standard wording such

as ‘search’, or a magnifying glass icon.

Ensure that all website elements (such as menus, logos, colours and layout) are

distinct, easy to find and kept consistent throughout the site.

There are some key ‘don’ts’ when it comes to building a user-friendly and usable

website:

• Never resize windows or launch the site in a pop-up.

• Don’t use entry or splash pages (a page that site visitors encounter first

before reaching the home page).

• Never build a site entirely in Flash – most search engine spiders cannot

effectively trawl Flash sites, and these will not work on many mobile

devices.

• Don’t distract users with ‘Christmas trees’ (blinking images, flashing

lights, automatic sound, scrolling text, unusual fonts, etc.).

It’s useful to consider usability guidelines to ensure that your website is on track.

MIT Information Services & Technology provides a usability checklist online at

http://ist.mit.edu/usability.

NOTE

Can you think of any other web conventions? How have these evolved over time, and how important is it to stick to the rules?

100 101

5.4.3 Simplicity

In UX projects, the simpler option is almost always the better, more user-friendly

one. Though your service or product may be complex, that doesn’t mean your

customer-facing web portals need to be. In fact, it’s important to remember that

most customers want only the most basic information from you, such as “What is

this?” and “How does it work?”

Simplicity can mean several things:

• Lots of empty space. In design terms, this is referred to as negative or white space (though, of course, it need not specifically be white).

Dark text on a light background is easiest to read. In general, the more

effectively ‘breathing room’ is placed between various page elements,

lines of text, and zones of the page, the easier it is for the user to grasp

where everything is.

• Fewer options. When users have to make choices, there is a lot of psychology at play – worry about making the right choice, confusion and

doubt over the options, indecision paralysis and more. Studies have found

that people faced with fewer choices generally choose more quickly and

confidently, and are more satisfied with their decision afterwards (Roller,

2010).

• Plain language. Unless your website is aimed at a highly specialised technical field, there’s usually no need to get fancy with the words you

use. Clear, simple, well-structured language is the best option when

creating a great UX.

• Sticking to conventions. As we’ve said before, conventions are excellent shortcuts for keeping things simple for users. There’s no need to reinvent

the wheel and try to teach your users a whole new way of navigating a

website.

Figure 2. The Harvest website has a clean, simple and inviting design. (http://www.getharvest.com/)

User Experience Design › Core principles of UX designUser Experience Design › Core principles of UX design

NOTE

Read more about this in the Writing for Digital

chapter.

102 103

5.4.4 Credibility

Credibility means how trustworthy and legitimate something looks, and is a big

consideration for web users when deciding to use your website or not. Here are

some of the cues that visitors use to determine the credibility of a website:

• Looks – does it look professional and beautiful?

• Prominent phone numbers and addresses where they are easy to locate – this assures the visitor that there are real people behind the website, and that they are in easy reach.

• Informative and personal ‘about us’ – your customers want to see the inner workings of a company and are especially interested in learning

more about the head honchos. Consider including employee pictures

and profiles to add personality to the site.

• Genuine testimonials – this is a great way to show potential customers what your current customers have to say about your organisation. Trust

is vital, and this is one way to encourage it.

Figure 3. Genuine user testimonials can create a sense of credibility, as is found here at www.zipcar.com.

• Logos of associations and awards – if you belong to any relevant industry associations or have won any awards, feature them. Not only

does this go a long way towards establishing your credibility, but it will

show that you’re at the top of your game, a notch above the competition.

• Links to credible third-party references or endorsements – this is a way to assert your credibility without tooting your own horn.

• Fresh, up-to-date content – a news section that was last updated a year ago implies that nothing has happened since (or that no one cares

enough to update it).

• No errors – spelling and grammar mistakes are exceptionally unprofessional, and while the large majority of readers may not pick

them up, the one or two who do will question your credibility. This also

extends to broken links, malfunctioning tools, and interactive elements

that don’t work as advertised.

5.5 Mobile UX

Mobile should not be an afterthought, in UX or any other digital endeavour – it

should be prioritised in strategy, design and implementation. The ‘mobile first’

movement supports this notion, and aims to create mobile user experiences first,

and then adapt these for the web (instead of the other way around). Designing

this way has many advantages, since the principles of good mobile UX works just

as well on full sites – simple designs, linear interfaces and clear buttons and

features. Mobile first also focuses you on deciding which content is most essential.

5.5.1 Mobile devices

One of the biggest challenges to mobile UX, and indeed any venture involving

mobile, is the sheer number of different device categories and models available

– one estimate puts the number of mobile phone handset models at over 6300,

running over 20 distinct operating systems (CEM4Mobile, 2011).

Broadly speaking, there are five main categories that mobile devices can fall into.

• Dumb or basic phones offer no Internet access, just basic call and SMS

functionality.

• Feature phones are rudimentary mobile phones that can perform basic

communication functions, and possibly connect to the web, but have

limited functionality.

NOTE

Another concept to consider here is ‘content first’. This is the notion that you should decide which content to provide on your site, depending on whether someone is viewing it from a mobile device or a desktop computer, and then adapt the layout and material to that device. The thread uniting these different approaches is a desire to place the user’s needs at the centre of the design.

User Experience Design › Mobile UXUser Experience Design › Core principles of UX design

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User Experience Design › Mobile UXUser Experience Design › Mobile UX

• Smartphones are powerful mini-computers that have full web access,

larger screens, and a wide range of functionality.

• Tablets are larger versions of smartphones, usually including

touchscreens, and are able to perform a wide range of connectivity,

lifestyle and work functions.

• Other mobile devices – such as ebook readers, netbooks, portable game

consoles and other media devices such as iPods – can have a range of

features and varying ability to connect to the web.

5.5.2 Mobile users

Mobile users can be different from desktop users. There is an ongoing debate about

whether the mobile users’ context (for example, lounging on the couch versus

rushing to a meeting) affects the way in which they use their devices. There’s no

definitive way of defining mobile context – it all comes down to the user, brand and

web asset – but it’s important to remember that you need to take the user’s context

into account, whatever it may be. We will look at ways of engaging mobile users

in the Mobile Marketing chapter later in this book, but for now it is important to understand some ways in which their behaviour can differ from standard desktop

users. Mobile users are:

• Goal orientated. They turn to mobile devices to answer a question, quickly check email, find information or get directions. They often have

a distinct purpose in mind when using their phone.

• Time conscious. There are two aspects to this. On the one hand, mobile users are often looking for urgent or time-sensitive information (such

as the address of the restaurant they are looking for), so answers

should be available as quickly as possible. On the other hand, the

mobile device is also frequently used to kill time or as a source of

entertainment (reading articles on the couch, or playing games while

waiting in a queue), so content is also crucial. User research will tell

you which of these groups your users fall and how you need to structure

your site accordingly.

• Search dominant. Even users who know what they are looking for tend to navigate there via search (for example, typing the brand name into

Google) rather than accessing the page from a bookmark or typing the

URL directly into the browser bar.

• Locally focused. 50% of all mobile searches in 2012 were for local information (Sterling, 2012). Since mobile phones are always carried,

users turn to them to find information on things in their surroundings –

from local businesses to more detail on a product they have just seen.

Figure 4. Reasons why people conduct mobile searches. (Source: Sterling, 2012)

5.5.3 Limitations of mobile

While there are many benefits to mobile, there are also challenges that the UX

practitioner needs to overcome.

• Small screens. Even the largest smartphones are screens many times smaller than a standard laptop (and tablets fall somewhere between

the two). This, quite simply, means that the user has a much smaller

window through which to perceive and understand the website, so

it’s difficult to get an overall impression of where things are or what’s

important.

• Difficult inputs. Mobile phones don’t come with full-sized keyboards and mouses, so they are usually a lot more difficult to operate fluidly

and accurately than desktop computers (touchscreens may be the

exception here, although they also have their own pitfalls).

• Slow connection speeds. Many mobile phone users, especially in developing countries, are on slow Internet connections – and even

fast options such as 3G can often be more sluggish than a desktop

equivalent. This makes loading large websites or images slow and

frustrating – and also expensive in terms of data costs.

• Slow hardware. Sometimes the slowness comes from the hardware itself – the more basic the phone, the slower its processing components

are likely to be, making the simple act of opening the browser and

loading a page time consuming.

NOTE

Read more about this in the Mobile Marketing

chapter.

NOTE

Some mobile users use their phones for

browsing in a similar way one would use a

desktop computer. How does your audience use

their devices?

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5.5.4 Universal mobile UX principles

As will be discussed in the Web Development and Design chapter, there are three main approaches to creating mobile-accessible content:

1. Mobile websites (called mobi sites)

2. Native and web applications (called apps)

3. Responsive websites (websites that adapt to the device).

Whether you’re designing a mobi website, an app or a nifty responsive site, there

are some principles you should always keep in mind:

• Simplify. Show information only when it’s needed. While you should ensure that the mobile asset provides all the same information as

the desktop equivalent, this doesn’t need to be presented in the same

format or volume.

• Reduce loading time. Try to keep content and actions on the same page, as this ensures better performance as there are fewer page loads.

• Encourage exploration. Especially on touchscreens, users like to browse elements and explore. This makes them feel in control.

• Give feedback. Ensure that it is clear when the user performs an action. This can be achieved through animations and other visual cues.

• Communicate consistently. Ensure that you deliver the same message across all your touchpoints, for example, by using the same icons on

the website as you would on the mobile app – this prevents users from

having to relearn how you communicate.

• Predict what your user wants. Include functionality such as auto- complete or predictive text. Remove as much manual input as possible

to streamline users’ experience.

5.6 Step-by-step guide to UX design The UX design process happens before, during and after the website is being built.

It ties in very closely with strategy and research, web development and design,

SEO, content strategy and creation, and later conversion optimisation.

5.6.1. Conduct research and discovery

Step one involves conducting detailed research on the business, the users, and the

technology involved. This is covered fully in the chapter Market Research, which includes user research. Doing this lets UX practitioners know exactly what they

need to do to address the needs of the business and audience. This will generate a

lot of data that needs to be filtered and organised.

5.6.2. Create the site’s basic structure

Information architecture (IA) is about managing information – taking a lot of raw

data and applying tools and techniques to it to make it manageable and usable.

The purpose of this is to make communication and understanding easier by putting

information into logical, clear and familiar structures.

The information architecture of a site is crucial to usability. Categories and pages

should flow from broad to narrow. An intuitively designed structure will guide the

user to the site’s goals.

IA operates on both the micro and the macro level – it covers everything from

the way individual pages are laid out (where the navigation and headings are, for

example) to the way entire websites are put together.

Most websites have a hierarchical structure, which means there are broad,

important pages at the top, and narrower, more specific and less important pages

further down. Hierarchical structures can either be very broad and shallow (many

main sections with few lower pages) or very narrow and deep (with few main

sections and many pages below). It’s up to the UX practitioner to find the right

balance of breadth and depth.

Figure 5. A broad, shallow hierarchy on the left, and a narrow, deep hierarchy on the right. (Source: Lynch and Horton)

NOTE

Read more about this in the Web Development

and Design chapter.

NOTE

Read more about this in the Market Research chapter.

User Experience Design › Step-by-step guide to UX designUser Experience Design › Mobile UX

Home page Home page

Content or submenu pages

NOTE

Mobile users generally prefer to scroll in one

direction.

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5.6.3. Analyse content

If you’re working on a website that already exists, it will be populated with a wide

variety of content. In this case, you need to perform a content audit, which is an examination and evaluation of the existing material.

If the website is new – or if you plan to add new content to an existing website – you

need to put together a content strategy. This is a plan that outlines what content is needed and when and how it will be created. There’s no single template or model

for this – every content strategy will be unique.

The content strategy is largely the responsibility of the strategy, copy and concept

teams, but the UX practitioner needs to get involved in a few key roles. The points

that UX needs to address are:

• What the site should achieve. Naturally, the content should work towards achieving the site’s and business’ objectives.

• What the user wants and needs. By conducting thorough user research you should be able to answer this question. Provide only content that

will add real value to the user.

• What makes the content unique, valuable or different. Content needs to provide value and engagement to the user.

• The tone and language used. You need to give thought here to the tone (fun, light, serious, and so on), register (formal or informal) and style

you will use across your content. Make sure this is consistent across

text, images, videos and other content types.

Principles of creating content There are three key points you should consider here.

1. Structure

Content needs to be written so that users can find the information they need as

quickly as possible. The chapter on Writing for Digital will cover this in more detail. Copy can be made more easily readable by:

• Highlighting or bolding key phrases and words

• Using bulleted lists

• Using paragraphs to break up information

• Using descriptive and distinct headings.

2. Hierarchy

On the page, use an inverted pyramid style for your copy. The important information

should be at the top of the page, to make for easy scanning. The heading comes

first, the largest and boldest type on the page. The subheading or blurb follows

this, and then the content is presented in a descending scale of importance.

3. Relevance

Above all, the content on the page must be relevant to the user and the purpose of

the page itself. If a user clicks to read about a product but ends up on a page with

content about the company, their experience is going to be tarnished.

5.6.4. Create a sitemap In UX terminology, a sitemap is the visualised structural plan for how the website’s

pages will be laid out and organised.

Figure 6. An example of a sitemap.

NOTE

Don’t forget SEO. There are lots of ways in

which a website can be optimised during the UX planning process

– have a look at the SEO chapter for some guidelines on what to

include.

NOTE

Read more about this in the Content Marketing

Strategy chapter.

Safe Harbor Statement

Homepage

FinancialsCorporateGovernance

Board of Directors

Guidelines/ Policies

Committee Charters

Insider Transactions

Operating Principles

Fact Sheet

Affiliates

FAQ

SEC Filings

Proxies

Management Reports

Earnings Releases

Financial Stats

Request Information

Stock Information

Stock Quote

Historical Price Lookup

Dividend History

Interactive Stock Chart

Investment Calculator

News & Events

Press Releases

Events

About Us

Contact UsSite Map

Links available from every page

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To create the visuals for your sitemap, you can follow this process.

1. Start by defining your home page – this should be the top item in the

hierarchy.

2. Place the main navigation items below this.

3. Start arranging your pages of content below the main navigational

items, according to the results of your user testing and insight, and your

information architecture structure.

4. Continue adding pages below this until you have placed all your content.

Make sure that every page is accessible from at least one other page – it

may seem obvious, but you’d be surprised how often this is overlooked!

5. Define any other static navigation elements (footer, sidebar, header

navigation, search tools). Place these in your diagram in a logical place

(possibly branching off directly from the home page, or as separate

blocks).

Which sitemap is which?

The term ‘sitemap’ can have two meanings. One is the way it’s defined above –

the structural plan of the website. The other is a page on your website that lists

all the pages available in a logical and accessible way. An example is the Apple

website’s sitemap: www.apple.com/sitemap. This sitemap should be available

from every page. Dynamic sitemaps can be employed so that the sitemap is

updated automatically as information is added to the website. Different sitemaps

exist for different purposes, so investigate what your users would find most useful.

5.6.5. Build the navigation

The navigation should guide users easily through all the pages of a website; it is

not just about menus. Successful navigation should help a user to answer four

basic questions:

1. Where am I?

Navigation should let the users know where they are in the site. Breadcrumb links,

clear page titles, URLs and menu changes all help to show the user where he or

she is. The larger your site is and the more levels it has, the more important it

becomes to give your users an indicator of where they are in relation to everything

else on the site. This helps the users to understand the content of the page that

they are on, and makes them feel more confident in navigating further through

the site.

Figure 7. Google’s search results have clear navigation options.

2. How did I get here?

Breadcrumb navigation often indicates the general path a user may have taken. In

the case of site search, the keyword used should be indicated on the results page.

3. Where can I go next?

Navigation clues let a user know where to go to next – such as ‘add to cart’ on an

eCommerce site, or a contextual link that indicates ‘read more’. The key is making

the options clear to the user.

4. How do I get home?

It has become convention that the logo of the website takes the user back to the home

page, but many users still look in the main menu for the word ‘home’. Make sure

that they can get back to the beginning quickly and easily. Test the designs against

users’ ability to navigate home. Never design based on your own assumptions.

5.6.6. Create the layout

A web page can be broken down roughly into four zones:

The four main zones of a website

NOTE

There is a tendency, when thinking about navigation, to plan in only one direction – from the home page down the chain of pages in the hierarchy. But very often, users arrive at the site from a link or search result that drops them deep in the website. This makes it equally important to look at reverse navigation – getting from the bottom-level pages back up to the top.Header

Footer

Left Sidebar Central Content

Right Sidebar

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Each of these typically contains certain types of elements and content, such as:

1. The header, at the top of the page – used to identify the site and provide basic tools

• Logo or identifying mark (possibly including the brand’s tagline)

• Main navigation

• Login feature

• Search bar

2. The central content area – used to present the main content

• The actual content specific to the page – text, images, videos and

more (this can be broken into several columns)

• CTAs of various kinds

3. The sidebar, either on the left or the right, or sometimes on both sides – used to present secondary content and tools

• Secondary navigation bar, or other navigation features (for

example, blog article archive by date)

• CTAs, including buttons and signup forms

• Additional content, like links or snippets

4. The footer, at the bottom of the page – used for important but non- prominent content and resources

• Legal information, privacy policy and disclaimers

• Additional navigation elements.

The most important consideration for any page layout is the content – what needs

to be included, what is the most important action or piece of information, and how

can this be structured to meet the user’s needs? After all, web pages are created

to support a user’s journey.

Another important consideration here is the different types of pages that make up

your website. Not all page types can, or should be, structured in the same way. For

example, your home page is a unique location where you want to showcase the

most prominent news, offers, features or tools. The pages you use for, say, blog

articles or product listings will be laid out quite differently from the home page,

but will have the same structure as each other. Then you might have other page

types for the login page, and an entirely different approach for your eCommerce

checkout.

Wireframes are the skeletal outlines of the layout of a web page. Their purpose

is to map out the placement of various elements on the page as a guide for the

designer to create the visual design, and the web developer to create the code

and interactivity required. Wireframes can be low fidelity (very rough and basic sketches, barely resembling the final output) or high fidelity (very detailed, complex layouts including creative elements). Any website project will have

several wireframes – at least one for each template page. Capture your first ideas

on paper – it’s the fastest and best way to capture good ideas.

Figure 8. Low-fidelity and high-fidelity wireframes. (Source: NorthernUX)

Logo Utility links / sign-up / login etc

Primary navigation

Hero image / carousel

Booking widget

Secondary Promo

Banner Ad

Footer

Banner Ad

National Rail Accreditation

logo

Banner Ad 468 x 60 IMU (Full Banner)

Banner Ad 120 x 600 IMU (Skyscraper)

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NOTE

Users consider information in sidebars

to be less important, so don’t put your key

message here.

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Prototypes are a step up from wireframes, in that they are interactive. Prototypes

are essentially sets of wireframes that have been linked together like a website, so

that they can be navigated through by clicking and scrolling.

Prototypes are excellent tools for testing the flow and function of a proposed website

before diving into the costly and lengthy design and development phases – they can

save a lot of time, money and effort by identifying problems and improvements

upfront. Again, paper prototyping is the best method for fast, iterative UX design.

5.6.7. Assemble the other elements

Once you’ve defined your content and mapped out the basic layout of each page,

you need to add in all the extra elements that your website will need – remember

that the page should only ever contain the elements a user might need to support

them in their task. These can include:

• Calls to action. CTAs can take a variety of shapes and forms, from in- text links to large buttons.

• Forms. These are interactive fields where users can enter their contact details or other information, for example, to sign up for a newsletter or

enter a competition.

• Search. Many sites can benefit from having a search function, both to help users navigate and to make finding specific information easier.

Calls to Action Successful CTAs are simple, quick, clear actions that don’t require the user to do

anything scary or make a commitment. They should always do exactly what they

state to instil confidence and clarity. It’s all about managing the user’s expectations

– do they actually go where they think they will, or perform the action they expect?

Positioning The primary CTA should usually appear above the fold to capture the attention

focused here. Other CTAs can appear below the fold, and the main CTA can also be

repeated lower down.

Prioritisation A single web page can be built around one CTA, or could incorporate a wide range

of possible desirable actions. This all comes down to what the page and website

overall is seeking to achieve, based on the business requirements.

When multiple CTAs are used, there should be one primary one that stands out

strongly and the others should be more muted, playing a supporting role. CTAs

can be differentiated through colour, shape, placement and size. The less choice,

the better.

Figure 9. The Lumosity website has a clear primary CTA (in orange) and a less- prominent secondary CTA (in grey).

Clickability Any CTAs that can be clicked must look ‘tactile’, or touchable. This means they must

stand out somehow from the background and from static elements. One approach

is to make the button look like a real button, standing out from its environment. Another train of thought advocates for the ‘flat design’ approach as a more elegant

and modern expression of this.

Figure 10. Clickable CTA buttons.

Figure 11. Buttons with a flat design.

Quantity Finally, be sure not to overwhelm users with too many choices. Stick to one central

CTA per page, making it obvious to users what the main goal, action or outcome

of the page is.

User Experience Design › Step-by-step guide to UX designUser Experience Design › Step-by-step guide to UX design

Primary CTA

Secondary CTA

NOTE

Paper prototypes make testing quick and easy

- they’re portable, easy to use, and don’t require

complex tools, internet connections or user

skills.

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Forms Forms are extremely useful tools for gathering user information and encouraging

interaction on the site. Users are generally familiar with them and have some

experience filling them out, and there are lots of web conventions that govern how

these should be set up. As a general rule, the shorter you can make your form, the

better. The fewer fields a user has to fill out, the more likely they are to complete

the process.

Steps and sections Simple forms with only a few fields can be assembled as a series of boxes. For

forms that are longer, for example, those in eCommerce checkouts or complex

registration processes, it makes sense to split them up into manageable portions

– and manage a user’s expectations by clearly indicating what the next step is.

Figure 12. The Kalahari.com checkout process clearly indicates the steps (and forms) that the user must complete.

Relevance Simplicity is a key consideration – forms should be as short and clear as possible.

The effort must be equal to the reward gained. All of the fields included must be

clearly relevant to the purpose of the form, otherwise the user may get confused

or suspect that you are harvesting their information.

Assistance It is a good idea to include help for users filling out forms. This is especially the

case where a specific field requires inputs to be entered in a certain way – and

doubly so for password fields with special rules. Users will not instinctively know

the rules associated with specific fields, so you must give plenty of guidance along

the way.

Figure 13. A simple form that provides assistance to users. (Source: Basecamp)

Validation Validation means giving the user feedback on the inputs they have submitted –

whether correct or incorrect. Validation can happen at two points – after the user

has submitted the form, or during the process of filling out the form. The latter,

called ‘live inline validation’, usually results in a much better user experience as

the users know that their information is correct before submitting the form.

Figure 14. Twitter has a simple, intuitive sign-up form that provides clear guidance.

NOTE

Be aware of local laws that define what

information you’re allowed to collect, and

how you can use it.

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Search Search has three useful functions on a website – not only does it help users to find

specific things, it also serves as an essential navigation aid for larger sites, and

collects valuable data from keyword research about what the user is looking for.

For the most part, the way the search functions is created by the web developer,

so we won’t go into any technicalities here. From the UX practitioner’s perspective,

there are some important non-technical principles to bear in mind.

Positioning Search will either be the primary starting point for your site, or it will be a useful

additional tool. In the former case, for example, on a large eCommerce site such

as Amazon, the search tool should be positioned centrally and visibly to encourage

the user to use this as the main navigational tool. In the latter case, best practice

dictates that it should be in the top right corner, or easily accessible in the sidebar.

Figure 15. The Amazon.com search bar is located prominently at the top of the page.

Accuracy The better you can interpret what your user is searching for, the more relevant and

accurate the search results can be. Google works very hard to fine-tune its search

algorithm to ensure that users don’t just get what they searched for, but what they

actually wanted in the first place.

User research can suggest why someone would search your site in the first place,

and what they would typically be looking for. Popularity and recentness of content

are other key considerations.

Results When it comes to displaying search results, there are a few key questions to ask:

• How many results should be displayed (per page)? Ten to 20 results

per page is generally a good benchmark.

• What order should results be in? Most popular first? Cheapest?

Newest? Closest match? This will depend on the nature of the site.

• Can results be filtered? Some websites allow users to do a second

search constrained to the results of the first one.

• What happens if there are no results? If no search results are found,

this should be stated clearly, followed by a list of the closest match

of content to the search query – it’s quite possible the searcher didn’t

know the exact term from what they are looking for or made a typo

(though the site should be forgiving of these).

5.6.8. Define the visual design

Before a user interacts with your carefully considered content, your excellent

navigation structure and slick search bar, their first impression comes from the

look of the website – the colours, graphics, and overall design elements that

are used. As people are spending more and more time on the web, they are less

tolerant of websites that don’t look good (and credible). While a website is not an

art installation, it is a design project, and the fundamentals of good design apply.

While much of the visual design expertise will come from the graphic designer, it’s

valuable for the UX practitioner to know the following principles of visual design.

Colour Colour has an incredible psychological effect on people. Based on our culture,

preferences and learned cues, people interpret colours in very specific ways – and

this can be used to inform and steer the user’s experience.

When choosing the colour palette for the website, be aware of legibility and

accessibility concerns. Using a lot of open or white space often makes sites appear

simple and easy to read.

Figure 16. The Avast! website lays information out clearly and legibly, with good use of colour for emphasis.

NOTE

Read more about this in the Web Development and Design chapter.

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NOTE

For large sites, it can also be useful to allow users to search within

categories. On Amazon, for example, you can

search just within the category ‘books’.

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Imagery The choice of images used on the website can have a massive effect on how users

behave and interact on the page. You can never be quite certain which images will

have the best results, so this is one area where you will need to do a lot of testing

(more on that below).

Humans tend to gravitate towards and identify with pictures of other humans.

We have an innate instinct to look at faces to understand a person’s feelings and

mood – and we even look in the same direction as these characters, according to

usability specialist James Breeze (Breeze, 2009).

5.6.9. Conduct testing

User testing means giving one or more users access to a website or prototype

and observing how they behave when using it. The purpose of this is to discover

problems and gain insights that can be used to improve the final product.

The goal of user testing is not to eliminate each and every potential problem on a

website – that’s simply not possible (especially if you consider how subjective this

can be). The goal is to work towards creating the best possible experience for the

user by constantly improving and optimising.

The two biggest questions around testing tend to be ‘What do I test?’ and ‘When do

I test it?’ The answers are simple – test as much as possible, as often as possible, and as early as possible.

Figure 17. Iterative UX testing process.

User testing follows a set process.

1. Formulate a question to test

Spend a little time nailing down exactly why you want to perform a test and what

you hope to learn from it. Formulating a simple, clear set of questions to test will

allow you to focus on what’s important, and will make choosing participants and

techniques easier.

2. Choose a test and prepare

Once you know what the purpose of your test is, you can decide on a specific

methodology to use. To choose the right one, answer these questions:

• How much time and money do I have for this test?

• What facilities are available?

• How many participants do I want to test?

• At what stage is the project?

User-testing methodologies There are many ways to conduct UX user testing. Here are a few options to get

you started.

Hallway testing Hallway testing is the name given to quick, informal tests conducted in the

office – they often literally involve stopping someone in the hallway and asking

them to take part in a quick test.

This is a great way to perform broad, rough testing to help spot any glaring

errors that the UX team haven’t seen.

Observation and user labs Generally, the purpose of an observational study in a user lab is to get a holistic

overview of how the user responds to the website, and to spot any major issues.

Looking at the user’s body language and facial expressions can help to reveal

how they feel about the experience itself, while looking at how they work through

the tasks assigned to them shows the usability and intuitiveness of the website.

User labs tend to involve one participant at a time being tested and observed

by one or more researchers. Specialised testing labs have features such as

one-way mirrors and video feeds to facilitate this, but you could easily set up a

webcam streaming to a computer outside the room to simulate the same effect.

NOTE

Of course, in the real world, time and budget

limitations will certainly have an impact on how

much you can test – but your goal should always be to maximise testing,

in whichever way you can.

Create new version

Test

Analyse results

Identify improvements

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Split testing and multivariate testing A split test, also called an A/B test, involves creating two distinct versions of

the same web page, usually with one specific element changed (for example, a

different image or CTA). The versions are served to separate groups of users,

and the tester then analyses which page is more effective.

A multivariate test functions in the same way, except that several different

elements on the page are changed at the same time, showing which combination

of elements works best. The chapter on Conversion Optimisation explains these in more detail.

Eye tracking Eye tracking is the process of recording what exactly users are looking at, and

how their gaze travels across a web page.

Eye tracking tests are useful for discovering if the user understands and can

follow the basic flow of the web page, as well as to determine if certain elements

are where users expect them to be. These can be conducted with webcams or

specialised software that tracks a user’s gaze or a mouse cursor.

Surveys Surveys are questionnaires, usually distributed remotely via the website, that

ask users for their impressions of the site in question. Surveys are excellent for

canvassing opinions of your website after it has gone live.

Surveys can help to answer the ‘why’ questions that arise from quantitative data

(such as web analytics). For example, you may find that users are abandoning a

specific page on your website even though it has interesting content. The survey

may reveal that they find the layout confusing or simply aren’t as interested as

you thought they’d be.

3. Find subjects

Possibly the biggest challenge in the testing process is that of finding the right test

subjects. So, how do you do this?

First of all, draw up a list of criteria that you want your subjects to fulfil – must they

be men or women, of a certain age, in a certain industry, with or without children?

The considerations can be endless, so limit yourself to the top three or not more

than five most important ones.

Now, spread the word about the test through the most appropriate channels to this

group. This can involve everything from advertising in a glossy magazine to posting

on a Facebook page to chatting to some friends or neighbours. You can also pay a

market research recruitment agency to find suitable candidates. The method you

choose will depend largely on your budget and timeline, as well as on how many

participants you want to recruit.

Once you get enough responses, you will have the chance to screen applicants.

Screening is the process of filtering people into those who are suitable for the test

and those who are not, because they do not meet certain criteria.

4. Test

At this point, you are ready to begin testing! Tell the user what you want them to do,

and let the test run. Don’t interfere!

5. Analyse

Analysing means taking all of this existing data and transforming it into accurate,

objective and useful insights.

For example, your user observation study found that users tended to click on

‘contact us’ when looking for the opening times of a restaurant. It’s up to the

researcher to analyse this – were the users confused by something? Was there no

other obvious place to click? Were they expecting to find this information easily,

but found themselves struggling and making a best guess? Discovering the reason

can then lead to possible solutions – possibly the opening hours should be placed

on the home page or in the header; or perhaps they should simply be added to the

‘contact us’ page. It’s these practical outcomes that are the cornerstones of UX

testing.

6. Report

Reporting is the process of sharing your UX test results with the people who

need them. Reports provide insights, information and recommendations by

summarising the results of the testing phase, and the UX practitioner’s analysis

of what happened. Ideally, the whole team should be involved in analysing the test

data to encourage them to buy in to the UX process.

Reporting can take various forms, from verbal discussions to professionally

designed presentations. The most important consideration here is your audience

and their needs.

7. Implement

Implementing means putting your user testing outcomes into practice. This will,

of course, mean very different things at different stages of the project. If you’re

testing your overall approach in the beginning planning phase, the implementation

could involve taking a new direction on the project. Testing a working high-fidelity

prototype may reveal that some design elements need to change.

NOTE

SurveyMonkey (www.surveymonkey.com)

is a free, easy-to-use tool for creating your

own web-based surveys.

NOTE

Read more about this in the Conversion Optimisation chapter.

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8. Start again

We’ve said it before and we’ll say it again – testing is not a once-off action, it’s a

constant process. Once you’ve run your test and implemented your solutions, your

project can continue – but very soon you’ll need to test again. Aim to run a test

every time you reach a major new stage of the project, or add something that is

brand new or has raised controversy in the team. Even after the project has gone

live, there is space and reason to keep testing, iterating and optimising.

5.7 Tools of the trade UX tools range from rudimentary (pen and paper) to highly sophisticated (web

applications and tech tools). Here is a brief roundup of popular options.

Balsamiq (www.balsamiq.com) bills itself as a ‘rapid wire-framing tool’ and is great for creating fun, low-fidelity wireframes and simple prototypes. It works both

as a web app and a desktop download, and has built-in features for collaborating

with other team members.

Axure (www.axure.com) is an all-purpose prototyping tool that allows you to create fully interactive wire-framed websites without needing to code anything. A useful

feature is that it also generates technical specifications for developers to work

from, based on the interactions and links you create in the prototyping process.

Gliffy (www.gliffy.com) is a web-based tool that allows you to create a wide range of diagrams – everything from wireframes to sitemaps to charts. It offers a free

version, with a paid Pro Account that offers more advanced features. While its

strength lies in wire-framing, it also creates sitemaps, which means you could

have several features in one place.

Morae (www.techsmith.com/morae.html) is a good place to start if you’re looking for a web-based replacement for user labs. This innovative paid-for tool allows

you to research users interacting directly with your, or a competitor’s, website. The

tool records video and audio of the user, and also captures their behaviour on the

screen, so you can remotely watch exactly what they are doing and how they are

reacting in person. The tool also allows you to prompt and interact with the user in

real-time chat, track where they look on the screen, and more.

5.8 Case study: Rail Europe

5.8.1 One-liner

Rail Europe applied solid UX principles to overhaul their website and create an excellent

user experience.

5.8.2 The problem

Rail Europe is a company that sells European rail tickets to American customers, helping them

plan and book their railway arrangements before they travel.

In Europe, the rail network is comprehensive and frequently used. In the US, however, rail travel is

uncommon and often unsatisfactory, so American customers are either unfamiliar with it (sparking

uncertainty) or have likely had a negative experience, meaning they would be hesitant to try again.

The challenge was to create an experience that would resonate with US customers, provide them

with accurate and useful information, and give them the confidence to book a railway journey.

While Rail Europe already offered an advanced booking engine that covered 15 000 destinations,

the key was to give customers a variety of flexible booking options, encourage them to actively

explore, and to come out of the process feeling fully informed and confident.

5.8.3 The solution

Rail Europe engaged UX specialist agency Adaptive Path to recreate their website so that it would

create the required experience.

Naturally, it was vital to understand the users and their unique needs, wants and concerns. The

following information and research was collated:

• A prioritised list of information that was crucial for customers to make the

correct booking

• Feedback from current website users and customers

• Usability barriers that Rail Europe had already identified

• Best practice guidelines and insights from other travel sites

Rather than launching directly into the website build, Adaptive Path took time during the concept

stage to interrogate the data and hone in on what customers really needed. Their research process

covered a series of conceptual phases:

1. They devised a user journey, corresponding to what 80% of Rail Europe customers would

typically do, that flowed from the exploration stage (scheduling, planning) right through to

booking and purchase.

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2. From this, they identified key decision-making moments and information, which included

dates, times, schedules and customer service.

3. They then developed a sequence of interactions that would lead customers through the

booking and purchase process, ensuring that all the necessary information was visible

and that the customer could easily move back and forward through the process.

4. Finally, Adaptive Path revised the interface to make sure its American audience had a

seamless travel experience, taking factors such as travel times, connections, available

amenities and correct seat bookings into account.

Figure 18. Rail Europe user research insights. (Source: Adaptive Path)

Once the final proposal was ready, Adaptive Path and Rail Europe worked together to refine and

improve the model, taking both UX principles and specific customer knowledge into account.

5.8.4 The results

The new website was a hit with customers, who found it easier to book rail tickets. By giving

customers confidence and taking the stress out of the process, Rail Europe could play an important

role in making the overall travel experience more enjoyable.

After launching the website redesign, Rail Europe achieved a 3% conversion rate – the highest in

its history, and impressive for an online booking site. It also found that certain badly performing

products were now on an upward booking trend.

By the end of 2012, Rail Europe had become the number one online distributor of rail tickets,

serving 900 000 customers that year. This indicates that good UX is not important just for short-

term gains; it helps a brand build its reputation for professionalism, great service and reliability.

5.9 The bigger picture

UX touches on so many aspects of digital marketing that it’s hard to list them all. It’s involved right

up front at the strategy and research phase, and then touches on all the Create disciplines – web

development, design and copywriting.

It also helps make the most of Engage tactics by ensuring they are conceptualised with users

in mind. For example, when it comes to search engine optimisation (SEO), Google introduced an

update to its algorithm that would assess the UX design on a website as part of the overall decision

on where to rank it. Matt Cutts, a Google Engineer, stated that: “We’ve heard complaints from

users that if they click on a result and it’s difficult to find the actual content, they aren’t happy with

the experience.”

Social media, email marketing, display advertising, video marketing and other fields can also

benefit from solid UX thinking – what do users want, need and expect from you on these channels?

Finally, UX goes hand in hand with web analytics data – both disciplines aim to understand users

and create real, actionable insights from the data gathered about them. Quantitative and qualitative

data make up the basis of sound UX thinking and decision making.

5.10 Summary

Users come first when creating any web-based marketing channels. Core UX principles such as

user-centric design, web conventions, simplicity and credibility are essential for creating web

experiences that are seamless, memorable and valuable to users.

Mobile UX is a special subset of the discipline that takes the unique context and characteristics

of mobile users into account – whether for designing a mobi site, an app or a responsive website.

When it comes to implementing a UX process, the following steps should be followed:

1. Identify business requirements – what does the business need to get out of the site?

2. Conduct user research – who are you building the site for, and why? What information do they need? How will they move through the site?

3. Create the basic structure – what goes into a solid information architecture?

4. Analyse and plan content – how should content be put together here?

5. Design the sitemap – how will the overall website be structured?

6. Build and develop the navigation – how will users get to where they need to go?

7. Create the layout – what will each page look like, from top to bottom? What content is needed for this page to achieve its business goals?

8. Add other useful elements – how will CTAs, search tools and forms behave?

User Experience Design › SummaryUser Experience Design › Case Study: Rail Europe

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Breeze, J., 2009. You look where they look. [Online]

Available at: http://usableworld.com.au/2009/03/16/you-look-where-they-look/

[Accessed 29 October 2012, Link no longer active].

CEM4Mobile., 2011. Newsletter 2011 Week 35 [Online]

Available at: http://www.cem4mobile.com/en/index.php/home/119

[Accessed 1 October 2013].

Krug, S., 1997-2013. Advanced common sense. [Online]

Available at: http://www.sensible.com/

[Accessed 11 April 2013].

Lynch, P. and Horton, S., 2011. Site Structure. [Online image]

Available at: http://webstyleguide.com/wsg3/3-information-architecture/3-site-structure.html

[Accessed 28 May 2013].

NorthernUX., 2011. Rapid Prototyping with Axure RP Part 3 – Using Axure for Usability Testing.

[Online image]

Available at: http://www.slideshare.net/NorthernUX/rapid-prototyping-with-axure-rp-part-3-

using-axure-for-usability-testing

[Accessed 28 May 2013].

Roller, C., 2010. Abundance of Choice and Its Effect on Decision Making. [Online]

Available at: http://www.uxmatters.com/mt/archives/2010/12/abundance-of-choice-and-its-

effect-on-decision-making.php#sthash.EoPk1Ugt.dpuf

[Accessed 1 October 2013].

Sterling, G., 2012. Google: 50% of Mobile Search Is Local. [Online]

Available at: http://screenwerk.com/2012/10/01/google-50-of-mobile-search-is-local/

[Accessed 11 April 2013].

Sterling, G., 2012. Screenshot 2012-02-29 at 2.00.48 AM. [Online image]

Available at: http://www.screenwerk.com/media/Screen-shot-2012-02-29-at-2.00.48-AM.png

[Accessed 1 October 2013].

XKCD, 2011. University Website. [Online image]

Available at: http://xkcd.com/773/

[Accessed 28 May 2013].

User Experience Design › ReferencesUser Experience Design › Summary

9. Conceptualise the visual design – how will the visual layer add to the overall UX impact?

10. Conduct user testing – are there any errors on our site, and is it easy to use?

5.11 Case study questions

1. Why was this project a considerable challenge from a UX perspective?

2. Why would it be important for a customer to move backwards and forwards through the

booking process?

3. Find an example of an online booking process that you find frustrating, and explain why.

5.12 Chapter questions

1. Why is it so important to look at what the user needs from your website before

considering any other factors?

2. Should the UX practitioner be involved at every step of the process when designing

online experiences, tools and interactions? Why, or why not?

3. What sources can a UX practitioner turn to in order to gain user data? Are these limited

to online sources only?

5.13 Further reading

www.smashingmagazine.com – Smashing Magazine posts regular, in-depth articles and

research focused on UX, technology and web design.

http://www.alistapart.com - A List Apart provides insightful tips, advice and discussions on all

things UX.

http://www.lukew.com - The blog of Luke Wroblewski, one of the world’s foremost UX experts -

it’s filled with research and practical advice for working UX practitioners.

5.14 References

Adaptive Path, n.d. Rail Europe. [Online image]

Available at: http://www.adaptivepath.com/work/case-studies/rail-europe

[Accessed 18 May 2013, Link no longer active].

What’s inside: This chapter introduces you to web design and designing for persuasion. It offers understanding of how web properties are built to be technically solid,

user-friendly and in line with marketing goals. Following on from the UX lessons in the

previous chapter, readers will learn about the web development process.

06 Web

Development and Design

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6.1 Introduction Websites are, in many ways, at the heart of successful digital marketing. They are

your home on the web, a shop window over which you have full control, and often

the first place people stop to find out more about you.

Web development and design applies to more than just websites – the principles

can be used for any digital assets you create, from mobile platforms to social

media profiles.

Creating online assets involves three key processes – planning and design, which

create the appearance, layout and style that users see, and development, which

brings this imagery to life as a functioning web tool.

The fundamental principle of good development and design is to understand your

users: the people who will actually be using and interacting with your website.

What are they looking for? What are their objectives? Your offering must have user

experience central to the process.

In this chapter, you will learn:

• How the web development process works, from planning through to

design and launch.

• Development and design best practices and the principles of designing

for persuasion.

• How to assess the quality and effectiveness of web development and

design implemented by suppliers or agencies.

• How to evaluate the need for either a static or CMS website.

6.2 Key terms and concepts

Term Definition

Above the fold The content that appears on a screen without a user having to scroll.

Accessibility The degree to which a website is available to users with physical challenges or technical limitations.

Alt text

The ‘alt’ attribute for the IMG HTML tag. It is used in HTML to attribute a text field to an image on a web page, normally with a descriptive function, telling a search engine or user what an image is about and displaying the text in instances where the image is unable to load. Also called Alt Tag.

Branding (or visual identity or corporate identity)

How your logo, colours and styling elements are translated from traditional print-based assets to digital.

Breadcrumbs Links, usually on the top of the page, that indicate where a page is in the hierarchy of the website.

Call to Action A phrase written to motivate the reader to take action (sign up for our newsletter, book car hire today etc.).

Content Management System (CMS)

A system that allows an administrator to update the content of a website, so that a developer is not required to do so.

Common page elements Items that appear on every page of a website.

Cascading Style Sheets (CSS)

A programming language that defines the styles (fonts, colours, etc.) used to display text and content. Web pages are one of the places that this language is used.

dpi Dots per inch (in an image). On the web, the screen resolution is 72dpi.

Flash Technology used to show video and animation on a website. It can be bandwidth heavy and unfriendly to search engine spiders.

HyperText Markup Language (HTML)

The code language predominantly used to create and display web pages and information online.

HTML5

A broad range of technologies that allow for rich media content and interaction on the scale of Adobe Flash, but which, unlike its counterpart, does not require additional third-party plugins. It allows rich multimedia content to be displayed that can easily be viewed by users, computers and devices. HTML5 is the next iteration of the HTML standard.

Information architecture The way in which data and content are organised, structured and labelled to support usability.

Landing page

The page a user reaches when clicking on a paid or organic search engine listing. The pages that have the most success are those that match up as closely as possible with the user’s search query.

Meta data Information that can be entered about a web page and the elements on it to provide context and relevant information to search engines.

Native mobile application

A mobile application designed to run as a program on a specific device or mobile operating system.

Navigation How a web user moves through a website, and the elements that assist the user in doing so.

Web Development and Design › Key terms and conceptsWeb Development and Design › Introduction

NOTE

Read more about this in the Digital Marketing

Strategy chapter.

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Open source

Unlike proprietary software, open source software makes the source code available so that other developers can build applications for the software, or even improve on the software.

Proprietary software

Any software that one or more intellectual property holders own and licence to others in exchange for compensation, subject to certain restrictions. Licensees may not be able to change, share, sell or reverse engineer the software.

Robots.txt A file written and stored in the root directory of a website that restricts search engine spiders from indexing certain pages of the website.

Search engine results page (SERP)

The actual results returned to the user based on their search query.

Sitemap On a website, a page that links to every other page in the website, and displays these links organised according to the information hierarchy.

Universal Resource Locator (URL)

A web address that is unique to every page on the Internet.

Usability A measure of how easy a system is to use. Sites with excellent usability fare far better than those that are difficult to use.

Web application framework

Software used to help create dynamic web properties more quickly. This is done through access to libraries of code for a specific language or languages and other automated or simplified processes that do not then need to be coded from scratch.

W3C World Wide Web Consortium, which oversees the Web Standards project.

Web server A computer or program that delivers web content to be viewed on the Internet.

eXtensible Markup Language (XML)

A standard used for creating structured documents.

6.3 Web design Web design is the process of creating all the visual aspects of the interface. This

covers the layout, colour scheme, images, logos, type, design elements (such as

buttons and links), and anything else that you can see.

The web is a visual medium, so design is a very important part of creating

successful assets that are both engaging and effective. At the same time, however,

designers need to keep in mind the technical aspects of design, as well as the all-

important human factor. Digital properties shouldn’t just be beautiful; they also

need to create a good experience for the visitor and meet business objectives.

6.3.1 Visual identity and designing for persuasion

The visual interface – the design of a website – is what the user sees and interacts

with. It’s the visual representation of all the hard work that goes into developing a

website. It’s what the site will first be judged by, and is the initial step in creating a

delightful user experience. In case you haven’t realised it, it matters a lot.

There is a close relationship between UX and visual design – sometimes these

are even done by the same person. At other times, the visual designer will use the

documents created by the UX designer and add the visual skin. In this case, it’s like

comparing the architect (UX designer) to the interior decorator (visual designer).

Design is not just about aesthetics, although looks are very important. Design is

about the visual clues we give users so that they know what to do next. Design is

the way in which we communicate with our users. It assures web visitors of our

credibility and ability to answer their questions, and turns them into customers.

Good interface design involves many things (including years of training and

experience), but here are a few basic considerations. These are closely linked to

UX and the visual designer plays a key role in defining them:

• Navigation: the signage of the site, indicating to users where they are and where they can go.

• Layout: how content is structured and displayed.

• Headers: the usually consistent top part of a web page.

• Footers: as you may have guessed, the usually consistent bottom part of the page.

• Credibility: telling users that you are who you say you are.

Visual identity The visual identity answers the question: “How do users know it’s us?”

Certain design elements should be carried through on all web assets created for

a brand, as well as print and traditional communication media. Often, the visual

identity guidelines for the web are codified into a Digital Style Guide document

to ensure consistency across different agencies, designers and teams. This

document can include guidelines for creating all manner of web assets, including

banners, social media content, and website design elements.

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The logo is the most prominent way to reinforce your brand identity on the website.

The logo is part of a brand’s corporate identity (CI). Be aware that logos designed

for printing on letterheads will need to be adapted for the web and legibility,

particularly when it comes to resizing.

The primary font is typically used for prominent headings on the site, while body

copy is often set in a standard web font that closely matches the primary font.

Font replacement is widespread and involves embedding non-web safe fonts

into the code, using Typekit, for example. With Typekit, subscribers can embed

simple code that allows them to choose from hundreds of fonts for their website

(Wikipedia, 2013). However, the growing popularity of HTML5 in modern browsers

makes font replacement less necessary.

Menu and button style, as well as icons, are also part of a site’s visual identity. Even

when a user is viewing a small part of a site or page, it should look as if it belongs

to the site as whole.

Figure 1. An example of a website’s visual identity. (Source: Fisher, 2012)

6.3.2 Design theory

Design can be a pretty precise science – there is a lot of research out on what

makes for effective design. A lot is also common sense and practice based on

accepted web standards. Here are some concepts you should know.

The fold The fold is the imaginary line at the bottom of the monitor that divides the

immediately visible part of the website (content above the fold) from the part that

is visible only after scrolling down (content below the fold).

Your most important message, content or Call to Action should usually be placed

above the fold. It is worth mentioning here that the concept of above the fold has

come across some scrutiny, because it is not always useful.

Consistency Consistency in use of visual elements is vital to your online presence – across

all your properties and channels (such as your email newsletter, Facebook page

and mobi site) – as users do not perceive differences between platforms or even

on- or offline. They perceive it as one message on multiple touchpoints. Within a

website, elements should also be consistent. Colour coding, or colour themes, can

be used very successfully to group areas or features on a website. For example, if

the help button and help navigation are coloured yellow, then the user will quickly

associate yellow with support and assistance. This is another useful shortcut to

making the site usable and intuitive.

Figure 2. A website with a consistent colour scheme. http://teamtreehouse.com/library

White space Spacing on the page allows the eye to travel easily between chunks of information

and allows scanning. This can be done by using what is called white space. This

NOTE

Not every user will see the same amount of content above the fold, since some screens are smaller than others. Check your web analytics data to see what common screen sizes are used and tailor your content to the lower end of the spectrum to ensure that more people see your key message.

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space is not necessarily white, but instead is merely empty. It refers to the space

between elements on a page.

Always steer clear of cluttered pages. This is especially true for landing pages,

where a very specific message is expected. Make your pages as simple and easy

to understand as possible.

If you look at the example below, you can see how detailed information can be

simplified, which in this case led to a 14% increase in website visitors.

Figure 3. Putting your business’s message across more effectively. (Source: Moz, n.d.)

6.3.3 Colour theory

Colour has an incredible psychological effect on people. Based on our culture,

preferences and learned cues, people interpret colours in very specific ways – and

this can be used to inform and steer the user’s experience. Colour theory online

refers to the principles of combining colours to attract people toward your brand

and its offerings (Focus Designer, 2012).

Figure 4. A colour wheel shows how the colours red, yellow and blue appear when mixed together. (Source: Ibrahim, 2010)

Most of the colour choices will be dictated by the CI, but tones and shades will be

selected by the designer.

Contrast is very important when displaying text online. If the text and background

are the same colour and there is no contrast, this means that the text will not be

readable. Best practice is to use a light background colour and a dark colour for

the text. Black text on a white or light grey background works well. Contrast is also

a good way to draw your reader to and differentiate between different aspects of

the page.

Colours also hold different meanings and associations for people. Ensure that you

know these meanings for the audience that you are targeting – for example, red

signifies luck in Asian cultures, but danger in many western cultures.

Old Design

New Design

Web Development and Design › Web designWeb Development and Design › Web design

NOTE

The colour wheel helps designers to find colours that work well together and create a colour scheme. Colours that appear opposite each other, like red and green, are known as complimentary colours. For example, red and green are often used for buttons that appear close together as the colours contrast and highlight each other.

140 141

Figure 5. What different colours signify for North Americans. (KISSmetrics, 2010)

There are some colour-related web design conventions you should follow:

• Red is used for warnings, error messages and problems.

• Green is used for successful actions, next steps and correct submissions.

• Blue is best used for hyperlinks.

Your Call to Action is one of the most important parts of your website and can be

displayed as a link or button. As this is meant to attract the eye, choose a colour

that stands out. When Dmix tested this out, as you can see in this example, they

experienced an increase of 72% in conversions by using the more striking red

button instead of the green one (Chopra, 2010).

Figure 6. Exploring the effectiveness of colour in buttons. (Source: Moz, n.d.)

6.3.4 Collecting and collating design assets

Elements such as your logo and brand colours represent your brand. The latest

versions of these brand assets need to be available to the designer or marketing

agency designing your website.

Getting the right brand assets to designers in a good-quality format that they

can easily access saves time and avoids expensive mistakes. By doing this, your

campaign won’t be designed with the wrong version of your logo or with incorrect

brand colours.

Here is a list of brand assets that a designer requires to start working on your project.

The quality, format (or file type) and file size are all important considerations.

You need to provide:

• Brand guidelines or style guide in Adobe Reader (PDF) format.

• Logo and other key brand elements. These could be in Illustrator format (ai) or Photoshop format (psd). Best practice is to have your logo designed

using vector graphics. If your logo or other brand assets are created in

this format, they can be enlarged without losing quality. Other formats

do not allow scaling and if displayed larger than the original designer

intended will result in a poor-quality image. If you do not have a vector

version of your logo available, then you should make sure that your image

is at least 1 000 pixels wide.

• Image libraries. Photographs and images can be hosted online, where the designer can access them with a login. They can also be sent to the

designer on a CD. Make sure the images are of sufficient quality. It is

best practice to provide images that are 300dpi. This is the measure of

a high-quality image that will retain its quality if resized. Although all

images on the web are displayed at 72dpi, a higher quality image will

give your designer room to optimise and resize and crop or cut images

where needed.

• Fonts folder. You will need to provide both Apple Mac and PC versions of the fonts that are listed in your Style Guide. Many designers work on

Macs, which use different font versions from those read by PCs.

• Brand colours need to be given to digital designers in RGB format. RGB stands for red, green and blue and is the standard for colours online.

NOTE

If you do not own the image and the copyright is not owned by you it is illegal to use the image on your site without permission from the owner. If you require images, these can be purchased from stock libraries online such as iStock or Shutterstock. Avoid using images from Google Image Search on your pages.

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• Any existing creative assets that have been created for your brand over time such as:

o Print designs

o TV ads

• Website copy should be made available before the final design is required. This prevents delays caused by designers waiting for material.

• Any additional assets your designer may need that can be downloaded or sent, such as your price guides or product descriptions.

Fonts Copy conveys your brand message to your client or customer and should be easy

to read and search engine friendly. The CI is expressed through fonts, also known

as typefaces.

Typographic layout can draw attention to the content users should see first.

Indicate which pieces of information take precedence. Importance can be signified

by text size, colour, weight, capitalisation and italics. Placement also contributes

to how important text appears.

Some fonts are common to all computer users. These fonts are known as web-

safe fonts. Anyone accessing websites that use these fonts will be able to view

them as the designer intended and search engines will be able to search these

websites easily. Fonts that are not web safe may appear very differently on some

computers. Designers don’t always like to be limited to using only web-safe fonts,

and brand guidelines in most instances don’t take web-safe fonts into account.

This means that fonts must be embedded by a developer using tools such as

Typekit, or alternative fonts need to be selected.

Arial Comic Sans Courier New

Georgia Impact Times New Roman

Trebuchet Verdana

Figure 7. Examples of web-safe fonts.

Typographic layout can draw attention to the content users should see first.

Indicate which pieces of information take precedence. Importance can be signified

by text size, colour, weight, capitalisation and italics. Placement also contributes

to how important text appears.

6.4 Web development

Web development is the process of taking finished web designs and transforming

them into fully functioning, interactive websites. Development is what gives life

and movement to the static designs, and enables users to access the website

through their web browsers. This is done by translating the designs into web-

coding languages that can be interpreted and displayed by web browsers.

Learning to code your own website is not in the scope of this textbook and requires

years of practice and some considerable technical know-how. But we can teach

you to understand the aspects that go into creating a website, the process that

should be followed, and how to help in making key choices about your website.

When developing a website, you need to make three key decisions (don’t worry,

we’ll explain each one below):

• Should your website be static or should it have a content management

system (CMS)?

• Which server-side language should be used?

• Which front-end language should you use?

6.4.1 Static website or CMS

A static website, as the name implies, is one that does not change often – other

than the occasional update, the website stays the same over time and no new

content is added. Should new content be required, a web developer would need

to add it.

CMS stands for content management system. A CMS is used to manage the content

of a website. If a site is updated frequently and if people other than web developers

need to update the content of a website, a CMS is used. Today, many sites are

built on a CMS, which can also allow content of a website to be updated from any

location in the world by signing into an online management interface for the CMS.

There are three types of CMS you can choose from:

• Bespoke: This is a CMS that is built specifically for a certain website, and many web-development companies build their own CMS that they

use for their clients. This option is highly tailored and customised to your

website, and can be more expensive than other options. It is also possibly

less flexible.

NOTE

Some web-safe fonts are: Times New Roman; Arial; Helvetica; Courier

New; and Lucida Console. See the full

list here: http://www. w3schools.com/cssref/ css_websafe_fonts.asp

NOTE

You can also use Google fonts as an alternative, which are more stylish

than standard fonts but which are still viewable

by most people. A developer will need to implement these. See

www.google.com/fonts

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• Off the shelf: A CMS can also be pre-built by an external company or developer. These can be bought like any other software on the market.

While this may have fewer custom features, it’s potentially a more cost-

effective option than a bespoke CMS.

• Open source: There are many open source, pre-built CMS options available, some of which are free. Open source means that anyone can

see the code that the CMS is built with, and can manipulate or improve it

(and share this with everyone else using the CMS). An open-source CMS

can be more rudimentary than paid options, but is also easy to tailor to

your needs, and there is often a community that can create the solutions

you need.

Some widely used open-source CMS solutions include:

• WordPress (www.wordpress.com)

• Joomla (www.joomla.org)

• Drupal (www.drupal.com)

A CMS should be selected with the goals and functions of the website in mind. A

CMS needs to be able to scale along with the website and business that it supports,

and not the other way round!

Of course, the CMS selected should result in a website that is search engine friendly.

Here are some key features to look out for when selecting or building a CMS:

• Meta and title tag customisation: the CMS should allow you to enter your own meta tags for each page, as well as allow full customisation of title

tags for each page.

• URLs: instead of using dynamic parameters, the CMS should allow for clean URLs by using server-side rewriting. Clean URLs consist only of

the path to a webpage without extra code (a clean URL could look like

this: http://example.com/cats, while an unclean URL could look like

this: http://example.com/index.php?page=cats). It should allow for the

creation of URLs that are:

o static

o rewritable

o keyword rich

Be careful when building clean, descriptive and dynamic URLs from CMS

content. Should you use a news heading (‘Storm’, in this example) as part

of your URL (http://www.site.com/cape/storm) and someone changes

the heading to ‘Tornado’ (http://www.site.com/cape/tornado), this will

alter the URL and the search engines will index this as a new page, but

with the same content as the URL which had the old heading. Bear this in

mind before adding dynamic parameters to your URLs.

• Customisable navigation: a good CMS will allow flexibility when it comes to creating the information architecture for a website. For the purposes

of adding additional content for search engines, a CMS should not require

that all content pages be linked to from the home page navigation.

This allows content to be added for search engine optimisation (SEO)

purposes, without adding it to the main navigation.

• The CMS needs to have good support for managing SEO considerations such as URL rewriting and avoiding duplicate content issues.

• Customisable image naming and alt tags for images: a good CMS will allow you to create custom alt tags and title attributes.

• Robots.txt management: ensure that you are able to customise the robots.txt to your needs, or that this can at least be managed using the

meta tags.

Finally, using a CMS that supports standards-compliant HTML and CSS is very

important, as without it, inconsistencies may be rendered across various browsers.

It also ensures faster loading time and reduced bandwidth, makes mark-up easier

to maintain, supports SEO efforts and ensures that every visitor to a website, no

matter what browser they are using, will be able to see everything on the website.

6.4.2 Server-side languages

Server-side languages are the ‘hidden’ web coding languages that determine how

your website works and communicates with the web server and your computer.

The most popular server-side framework for each language is also discussed.

When choosing a server-side language, you need to consider:

• Cost: The cost varies depending on the language you choose for your web development project, as the language chosen directly influences the

salary of the developer. If information is processed where your website

is housed, as opposed to on the client’s computer, it increases the

costs. Some languages also require on-going website management and

maintenance, which is an additional cost to consider.

NOTE

A web application framework (WAF) is software used to help create dynamic web properties more quickly. This is done by accessing libraries of code for a specific language and other automated or simplified processes that do not need to be coded from scratch.

Web Development and Design › Web developmentWeb Development and Design › Web development

NOTE

Read more about this in the Search Engine

Optimisation chapter.

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• Scalability: When planning a project where scalability is a factor, consider whether there are developers readily available to develop in this

language. Also find out if there are supporting libraries and frameworks

available that suit your project.

Some of the most common and popular server-side languages include PHP, Java,

Ruby and the .NET languages. Ask your web developer to advise you on the best

language for your specific project.

6.4.3 Front-end languages

Web users have come to expect rich, interactive experiences online, and interactive

website interfaces are a part of that. Front-end languages, or “client-side”

languages, are languages that are interpreted and executed in the user’s browser

rather than on the web server.

These experiences range from simple animations through to highly responsive

interfaces that require input from the user. There are several technologies available

to create such experiences, each with its own opportunities and challenges.

As with server-side languages, you need to consider a few properties of the front-

end language you want to use. Bear in mind that server-side languages and front-

end languages are often used together, as all web projects require front-end

languages for development.

• Cost: Front-end language development costs are relatively low.

• Features: HTML, CSS and JavaScript are open source languages often used together and are compatible with most hardware and software.

Content developed in these is also more search engine friendly. Flash is

known for its video, animation and interactive multimedia capabilities.

In many cases, similar results can be achieved with HTML, CSS and

JavaScript. Flash can be used alone or in conjunction with other

languages. What your end users will be able to view should always be the

most important consideration.

• Scalability: Depending on the capabilities of the device executing the language, certain features may not be available or certain code may run

too slowly to create a good user experience. The front-end code needs to

take all the considered devices into account.

• Browser and OS support: With front-end languages, you have to cater for browser and operating system support. A website will look different

on each browser and operating system and this needs to be factored in.

If a feature cannot be displayed under certain conditions, work-arounds

have to be implemented.

• Open-source or proprietary software: Any developer can create add- ons for or improve on open-source software, while proprietary software

is owned and its use is restricted. It can be cheaper to develop in an

open-source front-end language such as HTML, but as HTML is needed

to host all web pages, combinations of the two are sometimes used. In

most cases and for the languages we cover, however, this is not a major

consideration.

There are several options to choose from when it comes to front-end languages,

although the most popular by far are HTML, coupled with CSS and JavaScript.

HTML5 HTML is the language for creating websites and HTML5 is the fifth iteration of the

language. It is also the name for a range of technologies that enable modern web

browsing features. It’s a specification published by the web standards body (W3C)

describing what features are available and how to use them. HTML5 is different

from proprietary web software such as Adobe Flash in that the specification is

the result of contributions from many organisations, and can be implemented by

anyone without having to pay for royalties or licensing fees. You do, however, pay

for the development tools provided by the companies.

Figure 8. The HTML5 logo.

HTML5 simplifies many common tasks when building a web page, such as

including multimedia content, validating forms, caching information and capturing

user input data such as date and time.

Web Development and Design › Web developmentWeb Development and Design › Web development

NOTE

There are many free resources online that

teach you how to code. One is Codecademy:

www.codecademy.com.

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HTML5 allows browsers to play multimedia content without the use of Flash or a

similar plug-in. There is also a technology called Canvas, which allows developers

to create rich interactive experiences without the constraints that came with

previous versions of HTML. For example, a 3D animated video can now be played –

something that used to require the use of Flash or Silverlight.

The goal is a website that just works, without the need for particular browsers or

plug-ins to enable certain functionality. To this end, having a standardised way of

implementing common features means that the web is open and accessible to all,

regardless of competency.

CSS CSS stands for Cascading Style Sheets and is a style sheet language used to

instruct the browser how to render the HTML code. For example, the plain text on

a web page is included in the HTML code and CSS defines how it will appear. CSS

can set many properties including the size, colour and spacing around the text, as

well as the placement of images and other design-related items.

JavaScript This is the most common client-side language used to create rich, dynamic web

properties. Because it is an open-source language, many developers have added

functionality that can be more quickly implemented. For example, there are over

1 000 different gallery systems created by JavaScript developers for JavaScript

developers.

Flash Adobe Flash is a language for creating rich, interactive experiences. It supports

video, and is often used to create game-like web experiences. Although widely

supported by desktop browsers, it has limited (and lessening) support on mobile

devices, and is not usable on Apple devices such as the iPhone and iPad. It has

a history of being problematic for SEO, although there are ways to work around

much of this.

6.5 Mobile development

Mobile Internet usage has increased dramatically in the last few years and,

according to the Washington Post, is predicted to continue increasing by 66% globally each year (Kang, 2013).

Because of this, it’s important for all brands to make themselves accessible on

mobile devices. As you learnt in the User Experience Design chapter, mobile devices can fall into a range of categories.

Developing for the mobile phone requires an understanding of the opportunities

and challenges presented by mobile technology. Challenges include the obvious,

such as a smaller screen and navigation limitations, as well as more complex

issues such as file formats.

6.5.1 Which mobile experience should you create?

When creating a platform for mobile users to access your content and brand, you

have three options:

1. Mobile website

2. Mobile application

3. Responsive website

Mobile websites make it possible for users to access information about your brand on the move wherever they may be, as long as their phone has a browser and an

Internet connection.

Mobile websites need to be designed with the mobile device in mind. Mobile

website interfaces demand a simpler approach, and a consideration of screen size

and input method.

A native mobile app is software designed to help users perform particular tasks. Examples include a tool for checking the weather, a fuel calculator or a recipe

index.

Mobile apps can be sold, or made available for free. There are many developers

who create apps in order to derive an income, while free apps that offer users

value are often sponsored by brands or advertising. An app can be an excellent tool

for connecting with your customer.

The key difference between native applications and mobile websites is that

websites can be accessed using any Internet-enabled mobile device, while

applications are designed for particular handsets and operating systems and have

to be downloaded to the mobile device. That said, mobile apps generally allow for

more integration with the device and hence a better user experience, depending

on the complexity of the functionality.

NOTE

Remember, mobile goes beyond just the mobile phone – also consider

tablets, game consoles, netbooks and a range of other web-enabled

devices.

Web Development and Design › Mobile developmentWeb Development and Design › Web development

NOTE

Read more about this in the User Experience Design chapter.

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Figure 9. An example of a branded app from the iTunes App Store.

Should you wish to target Apple and BlackBerry users, for example, you will need to

create two different applications or focus on making a cross-platform application –

something that can be difficult and expensive.

It is a good idea to focus on mobile sites when targeting a broader group and

building an application when wanting to reach a niche or targeted audience.

A responsive website is a website that changes its layout depending on the device it is displayed on – it looks one way on a desktop computer, but then adapts to the

smaller screen size and layout on a tablet or mobile phone. In this way, a single

development project can cater for multiple device form factors.

Figure 10. Elements shift and rearrange on a responsive website.

Creating a responsive website means you only need to build one website for the

full range of devices, from desktop to mobile. This can be a technically challenging

exercise and will require a lot of planning upfront to make sure that the site

displays correctly on each device.

Here is a table that compares the relative strengths and weaknesses of each

option. There’s no right or wrong answer on which one to pick – choose the option

that suits your brand, target audience and digital objectives best.

Strengths Weaknesses

Mobi site Accessible from any web-enabled phone

Generally the simplest, cheapest and quickest option to develop

Easy to use

Can link to content within and outside of the site and reap the SEO benefits

Limited functionality

Uses a separate code base from the full website

Native app Versatile and creative tools can be created

Interactive and fun

Can create real added value through innovative approaches not possible via a web browser

Ideal for frequently repeated or routine tasks

Promote brand loyalty

Enables access to core phone functions such as GPS, accelerometer, camera, etc.

Could generate income as a ‘paid application’

Performance benefit in some cases

Doesn’t work on feature phones

Different versions needed for different phone makes and models

Entirely different and complex development process

User needs to choose to download them

Users without additional phone storage may not have enough space to install the app

All apps must go through formal app stores, and need to be approved in some instances

Changes need to be released through version updates

Responsive site

Technically elegant and device- ‘agnostic’ solution

One consistent site accessible across many devices

One data set to work from

Future-proof option that will work on most new devices

Could be complex to develop

Site needs a lowest common denominator approach to cater for all devices

May not work correctly on all sizes and shapes of devices

No agreed standard way yet to develop responsive sites

We will look at mobile sites now and return to responsive sites in more detail later.

6.5.2 Designing a mobile site

Designing a site that will display consistently across multiple handsets is difficult,

but understanding and sticking to web standards will bring you closer to this goal.

Web Development and Design › Mobile developmentWeb Development and Design › Mobile development

NOTE

Open a responsive website in your browser.

Now use a tool like www.resizemybrowser.

com to change the size of the window and

see how the website responds in real time.

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Design your site so that the information your users want is not only on display, but

also easy to get to. The limited screen space is valuable, so you can’t necessarily

have the full site navigation on every page. The information architecture of your

site is therefore essential to ensuring you make the most logical use of navigation

in line with what your site visitors need. There are benefits to mobile development

that can help you get around this.

Standards There are few mobile standards currently in place. Creating content (including

images, text and beyond) that can be correctly formatted on most phones (or at

least legible on phones where formatting is flawed) is still not entirely possible.

There is therefore a certain amount of trial and error involved in designing a mobile

site. The process is certainly worth it, though, considering that there are 3.4 billion

unique mobile phones, and a fair number of these are accessing the mobile web

(International Telecommunication Union, 2013).

Mobile handset emulators allow you to see how your work-in-progress website will

be formatted, depending on which device you are emulating. It has been suggested

that nothing can replace testing on actual mobile devices, so if you are doing the

testing, recruit contacts with different handsets to show you the difference in

display.

Some emulators:

• Test iPhone – www.testiphone.com

• BlackBerry – www.blackberry.com/developers/downloads/simulators

• Mobile Phone Emulator – for Samsung, iPhone, BlackBerry and others –

www.mobilephoneemulator.com

6.5.3 Responsive design

Responsive websites are designed for a range of screen widths. When deciding

whether to create a responsive site or separate mobi and desktop sites, consider

your customer first:

• How much of your website traffic comes from (specific) mobile devices?

If this is a large percentage, consider building a dedicated mobile

site. Bear in mind that the popularity of particular mobile devices can

change quickly as consumer preferences evolve.

• Do your desktop users have the same goals as your mobile users? If

your mobile consumer’s goals are very different, then you may want to

consider building a separate mobile site.

• What is your budget and how quickly do you need your website to

be built? Responsive websites take longer to build and can be more

expensive. You could save money long term by going this route, but

there is a sizeable upfront investment.

• Do you have an existing site, and can it be converted into a responsive

website, or will it need to be rebuilt (Du Plessis, 2012)?

Responsive design comes with a fair bit of terminology, but there are three key

concepts with which you should be familiar.

Flexible grid Typical websites are designed as a large, centred, fixed-width block. With

responsive design, the page elements (the heading; the text or copy; the main

image; and other blocks of information) are arranged in a grid of columns that have

predefined spacing. Each element relates proportionally to the other elements.

This allows elements to rearrange or resize in relation to each other whether the

screen is tiny or huge and the screen quality is high or low. Although this system

allows for flexibility, an extremely narrow screen can cause the design to break

down. In this case we can make use of media queries.

Media queries Media queries are bits of code that allow websites to ask devices for information

about themselves. It then selects the website style that will suit the device best

from a list of styles defined in a CSS. Media queries ask for information about

the device’s browser window size, orientation (landscape or portrait) and screen

display quality.

Flexible images Images are designed to move and scale with the flexible grid. How fast the website

loads is an important consideration, so high-quality images are made available

for larger screens and lower-resolution images are made available for smaller

screens, according to the information received from the media query. Parts

of images can also be displayed for smaller screens to maintain image quality.

Images can even be hidden completely.

Web Development and Design › Mobile developmentWeb Development and Design › Mobile development

NOTE

Is responsive design right for your company or client? See how companies tackled this question here: www.zdnet.com/does- your-companys-web- site-need-responsive- design-7000021417

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6.6 Step-by-step guide to building a website

This section discusses the process of building a website from the client’s

perspective. There are different approaches to building a website. The one

described here is the waterfall process, where one step follows the other. This is in

contrast with other methods such as the Agile methodology, which involves faster

iteration and greater collaboration, but doesn’t afford clients as much control and

upfront clarity on the deliverables and timelines.

Step 1: Planning and research Planning a website starts with research: your market, your users, your competitors

and your business. If you already have a website, you can use existing web analytics

data to understand how well you are meeting your users’ needs. It’s also worth

running some user labs to watch how users interact with your existing site. Have a

look at the Market Research chapter for a detailed discussion of this.

Key questions you need to ask:

• Business: What are your business objectives? How should this digital property help you to achieve those objectives? (For example, should it

generate leads for you to follow up on? Is it an eCommerce store?)

• Users: Who are your users, your potential customers? What problem does your website need to help them solve? (For example, collate travel

information in one place, such as with www.tripit.com.)

This research helps you to plan your website strategically, ensuring that it is

aligned with both user needs and business objectives.

In research and planning, you should also reach an understanding of what tasks

(or actions) users need to do on your website. These are usually in line with your

business objectives. Some tasks a user may need to do include checking the

availability of a hotel, signing up to a newsletter, or printing information.

Step 2: Choosing a domain name Domain names are important. They are part of the URL of a website.

A domain name looks something like this:

www.mycompany.com

But a lot more information can be included in this. Domain names can carry the

following information:

subdomain.domain.tld/directory

• Domain – the registered domain name of the website

• Subdomain – a domain that is part of a larger domain

• TLD – the top level domain, uppermost in the hierarchy of domain names

• directory – a folder to organise content

The TLD can indicate the country in which a domain is registered, and can also give information about the nature of the domain.

• .com – the most common TLD

• .co.za, .co.uk, .com.au – these TLDs give country information

• .org – used by non-profit organisations

• .gov – used by governments

• .ac – used by academic institutions

Domain names must be registered and in most cases there is a fee for doing so.

Many hosting providers will register domain names on your behalf, but you can

also do it yourself.

Domain names should be easy to remember, and if possible, include important

search keywords for your business. For example, if you were building a website

for your restaurant named Omega, www.omegarestaurant.com could be a better

choice than www.omega.com as it contains the important keyword ‘restaurant’.

Step 3: UX and content strategy You also need to gather, analyse and map out what content is needed on the website.

This content is then structured in a process called information architecture. A

sitemap should reflect the hierarchy of content on the website, and navigation

(how users make their way through a website).

Web Development and Design › Step-by-step guide to building a websiteWeb Development and Design › Step-by-step guide to building a website

NOTE

Read more about this in the Market Research

chapter.

NOTE

Read more about this in the User Experience Design chapter.

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Before a website is designed and developed, it should be sketched out using

wireframes. These should then be reviewed by everyone involved in the web design

and development project to make sure that they are feasible, as well as to identify

new ideas or approaches for design and development. It’s much easier to change

track in the planning and research phase than down the line when design and

development have started.

At the same time, consider what content you want to include on your site – will it be

a relatively static site that doesn’t change often, or will you need an editable CMS

to regularly add and update content, such as blog posts, images and products?

Should the website be large enough to require it, a functional specification

document should be created, using all the information compiled so far. This

document details the development requirements for the website, and can be used

to communicate any specific design constraints.

It’s now time to move on from planning to building.

Step 4: Search engine visibility Search engine traffic is vital to a website; without it, chances are that the site will

never fulfil its marketing functions. It is essential that the search engines can see

the entire publicly visible website, index it fully, and consider it relevant for its

chosen keywords.

Search engine optimisation (SEO) has its own chapter in this textbook, but here are

the key considerations when it comes to web development and design.

The Writing for Digital and Search Engine Optimisation chapters provide details on writing copy for online use and for SEO benefit. When it comes to web development,

the copy that is shown on the web page needs to be kept separate from the code

that tells the browser how to display the web page. This means that the search

engine spider will be able to discern easily what content is to be read (and therefore

scanned by the spider) and what text is an instruction to the browser. Cascading

style sheets (CSS) can take care of that.

The following text styles cannot be indexed fully by search engines:

• Text embedded in a Java Applet or a Macromedia Flash File

• Text in an image file (that’s why you need descriptive alt tags and title attributes)

• Text accessible only after submitting a form, logging in, etc.

• Text accessible only after JavaScript on the page has executed

If the search engine cannot see the text on the page, it means that it cannot crawl

and index that page.

Step 5: Design Design happens before development. According to the steps explained earlier

in this chapter, the designer will transform the wireframes and basic planning

materials into beautifully designed layouts – these are static images that show

how the website will look once it’s coded.

Step 6: Development The development phase usually kicks in once the design is finished, although

developers will sometimes start their involvement as early as the wireframe stage

by creating low-fidelity prototypes to support the user-testing process. Normally,

the developer uses the design templates to code the actual website, using the

front-end language that you have chosen. Server-side development and CMS

considerations may also be part of this phase.

Step 7: Testing and launch Having planned an amazing site, designed it beautifully, built it skilfully and filled

it with fantastic copy, it’s time to test it fully and then take it live!

Testing is an important part of website development and design, and it should take

place throughout the process of planning, designing and building, leaving just final

quality assurance (QA) testing before the site goes live. Test subjects should be

real potential users of the website, not just members of the development team!

The site needs to be tested in all common browsers to make sure that it looks and

works as it should across all of them. All links should be tested to make sure that

they work correctly, and it’s always a good idea to get a final check of all the copy

before it goes live.

Tools such as W3C’s HTML validator (validator.w3.org) should be used to validate

your HTML.

Make sure your web analytics tracking tags are in place, after which it will be time

to take your site live. Now, you need to move on to driving traffic to your newly

launched site – that’s where all the Engage tactics in this textbook come in handy.

6.7 Case study – The Boston Globe

6.7.1 One-line summary

BostonGlobe.com invests in a responsive design website to enable readers to

enjoy their site via various devices.

NOTE

Have a look at the discussion on choosing

a static versus a CMS website earlier in this

chapter.

Web Development and Design › Case study – The Boston GlobeWeb Development and Design › Step-by-step guide to building a website

NOTE

Read more about this in the Writing for Digital

and Search Engine Optimisation chapters.

NOTE

Read more about this in the Data Analytics chapter.

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6.7.2 The problem The Boston Globe is an American daily newspaper and needed a website that would be viewable and usable on a range of devices. They turned to Upstatement, editorial designers who specialise

in websites and applications, to assist them in solving this problem (Bottitta, 2012).

6.7.3 The solution

Upstatement decided to build a responsive site for Boston Globe, to cater to all the devices on

which their target market would be viewing the site.

Before this website could be built, there were some key decisions that needed to be made. Among

a few other considerations, the project leaders needed to establish the various breakpoints.

Breakpoints are the points at which the device screen is too narrow or wide to display the site

optimally. Once identified, the elements that needed to change at each of these breakpoints could

be accounted for and a smooth user experience could be created (Bottitta, 2012).

Which breakpoints and screen widths to design for Upstatement had some big questions to answer before they could start the design process. Some

of these were:

• What are the key breakpoints?

• What do major templates look like at each breakpoint?

• What do the header and footer look like?

• What content appears on the home page, various section fronts, and article page?

• What’s the overall look and feel? (Bottitta, 2012)

In order to identify the breakpoints, a variety of available devices were looked at: PCs, laptops,

tablets, smartphones and dumb phones were among these. Upstatement identified six breakpoints.

Some of these were specifically for smartphones and the iPad (Bottitta, 2012).

The following breakpoints were selected:

• 1 200px

• 960px

• 768px

• 600px

• 480px

• 320px

Key pages were then designed to accommodate these different widths (Bottitta, 2012).

The process Designing with mobile in mind first is a well-supported school of thought, but this team designed

with the desktop in mind first, at least for the design phase. They found it easier to design this way

since most content fits in the desktop version. The design was then simplified for smaller screens.

In the coding stage, the mobile first approach was used. They found this worked well and used it in

their subsequent projects (Bottitta, 2012).

Designing for desktop is the most complex, since most elements are included, but it is also

easier to design for, since the elements are all likely to fit in. Different breakpoints were looked at

throughout the design process, with the mobile breakpoints providing the greatest insight. Given

the limited screen size provided by mobile phones, tough decisions had to be made about which

elements were the most important to display. Simplicity was a key theme in this design process,

with the question constantly asked being, ‘what’s absolutely necessary and how I can simplify?’

(Bottitta, 2012).

Which elements need to change to accommodate the next breakpoint? In order to illustrate some of the decisions made in this process, the design of the header element

of the The Boston Globe website will be discussed in more detail. Above the navigation bar, the logo, search bar and weather information needed to be displayed. The user’s account information

also needed to be accessed here. Another important element was ‘My Saved List’, where users

could ‘bookmark’ site contents (Bottitta, 2012).

Designing for 960px Once the design elements were determined, all the header elements fitted well for this breakpoint

and scaled to the larger screen size of 1 200px. A large dropdown enabled each subsection to be

included, where top stories and subcategories could easily be found (Bottitta, 2012).

Figure 11. BostonGlobe.com at a 960px screen size.

Web Development and Design › Case study – The Boston GlobeWeb Development and Design › Case study – The Boston Globe

160 161

Designing for 768px

When designing for the smaller screen size of 768px, header elements that had previously fitted

no longer did. To solve this, they looked at what could be excluded. ‘Home’ couldn’t be excluded,

and menu items couldn’t be shortened and stay meaningful (Bottitta, 2012).

As a solution, ‘My Saved List’ was moved from the navigation to save space (Bottitta, 2012).

Figure 12. BostonGlobe.com at a 768px screen size.

Designing for 600px Once again, fewer elements fit in at this breakpoint. The large dropdown was the first element to

be excluded . Search, however, is a key element and had to remain, while individual sections were

slotted into a section called ‘Sections’. ‘Today’s Paper’ and ‘My Saved List’, although also sections,

were important enough to promote individually and so kept their spots (Bottitta, 2012).

Figure 13. BostonGlobe.com at a 600px screen size.

Designing for 480px This breakpoint signified the first significant design change to accommodate the mobile landscape

view. To accommodate all the elements in this view, the weather was positioned above the logo.

This was done to ensure that there was space for the other website elements on the home screen.

The ‘Today’s Paper’ section was included in the ‘Sections’ dropdown to save space, and the search

box became an icon which expands to an input box when the user needs it (Bottitta, 2012).

Figure 14. BostonGlobe.com at a 480px screen size.

Designing for 320px With more vertical space in this view, the weather, logo and navigation bar all appear underneath

each other. Things were also simplified through code, with all the menus using the same style

(Bottitta, 2012).

Figure 15. BostonGlobe.com at a 320px screen size.

What do we need to solve in the coding process? Not all screen needs and interactive states can be planned out in the design process. In the coding

process these gaps need to be filled in. It is also faster to solve some problems in the coding stage.

For this reason it’s beneficial to start coding when the major design decisions have been made

(Bottitta, 2012).

6.7.4 The results

This resulted in an effective and usable design for a variety of devices (Bottitta, 2012).

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6.8 The bigger picture

Web development and design can be seen as the thread that holds digital marketing together.

After all, websites are the first thing we think of when talking about the Internet.

With the crucial role that search engines play in the way in which people explore the Internet, web

development and design go hand in hand with SEO. And, of course, online advertising campaigns,

social media channels, email marketing newsletters and even affiliate programs lead people to

click through to your website, and sometimes to a customised landing page. That’s the web design

jumping into the mix again.

Setting up analytics correctly on your website is also essential to managing and monitoring your

marketing success.

Successful website development and design is all about the right preparation, and the resulting

website usually forms the foundation of any digital marketing to follow. Make sure you understand

your users’ needs, and you’re building on a strong base.

6.9 Summary

Successful websites come from strong planning with a focus on user needs. Websites should be

built to be accessible and usable, search engine optimised and shareable.

Key considerations include:

• Designing your website according to best practices following the process of getting a website developed from start to finish

• Developing a strong, stable and usable website

• Creating a suitable mobile web experience for your users

• Enhancing user experience through design and guiding a visitor seamlessly through a website, as opposed to distracting visitors from their goals

• Ensuring consistency in visual messaging across all properties

• Supporting a wide range of web browsers and mobile devices

6.10 Case study questions

1. When deciding on breakpoints, what popular devices were considered and have these

changed?

2. Constantly simplifying the design is important as screen size decreases. What should you

ask yourself about the user in order to make these decisions?

3. Why would designing and coding with a mobile first or desktop first approach be beneficial?

6.11 Chapter questions

1. What is an XML sitemap?

2. Which is more important in web design – functionality or look and feel?

3. What role does a website play in an overall digital marketing strategy?

6.12 Further reading

www.alistapart.com – a website for people who make websites, A List Apart has regular articles

from web designers and developers on building user-friendly, standards-compliant websites

html5weekly.com – a weekly newsletter filled with the latest must-know HTML5 tips and trends

6.13 References

Bottitta, T., 2012. How to Approach a Responsive Design. [Online] Available at: http://upstatement.com/blog/2012/01/how-to-approach-a-responsive-design/

[Accessed 16 May 2013].

Chopra, P., 2010. Lessons learned from 21 case studies in conversion rate optimization. [Online] Available at: http://www.seomoz.org/blog/lessons-learned-from-21-case-studies-in-conversion-

rate-optimization-10585

[Accessed 7 January 2013].

du Plessis, J., 2012. Responsive versus mobile website design comparison. [Online] Available at: http://www.gottaquirk.com/2012/09/17/responsive-versus-mobile-website-design-

a-comparison/

[Accessed 8 January 2013].

Fisher, S., 2012, Create a website style guide. [Online]

Available at: http://www.creativebloq.com/design/create-website-style-guide-6123030

[Accessed 2 October 2013].

Focus Designer, 2012. Color Theory for Web Design. [Online] Available at: http://focusdesigner.com/web-design/color-theory-for-web-design/

[Accessed 7 January 2013].

Ibrahim, M., 2010. Color Wheel. [Online] Available at: http://www.clker.com/clipart-68575.html

[Accessed 16 May 2013].

Web Development and Design › ReferencesWeb Development and Design › The bigger picture

164

International Telecommunication Union, 2013. Mobile subscriptions near the 7 billion mark. [Online] Available at: https://itunews.itu.int/En/3741-Mobile-subscriptions-near-the-78209billion-

markbrDoes-almost-everyone-have-a-phone.note.aspx

[Accessed 15 May 2013].

Kang, C., 2013. Mobile Internet use expected to surge. [Online] Available at: http://articles.washingtonpost.com/2013-02-06/business/36937190_1_mobile-

internet-mobile-devices-data-traffic

[Accessed 15 May 2013].

KISSmetrics, 2010. color-purchases-sm. [Online] Available at: http://blog.kissmetrics.com/wp-content/uploads/2010/08/color-purchases-sm.png

[Accessed 15 May 2013].

Moz, n.d. green and red button. [Online] Available at: http://cdnext.seomoz.org/1334096668_0c461410e0c8858aad522ffe00738348.png

[Accessed 15 May 2013].

Moz, n.d. Old design, new design. [Online] Available at: http://cdnext.seomoz.org/1334096658_021b3b2d69dd24cbb4f58913e86fc17c.png

[Accessed 10 May 2013].

Oracle, n.d. Java. [Online] Available at: http://www.java.com/en/download/whatis_java.jsp

[Accessed 16 May 2013].

SeekDotNet, 2011. 12 Advantages of ASP.NET. [Online] Available at: http://www.seekdotnet.com/blog/asp-net/12-advantages-of-asp-net/

[Accessed 13 May 2013].

Spinx Web Design, 2010. ASP.NET advantages. [Online] Available at: http://www.affiliateseeking.com/forums/programming/15872-asp-net-advantages.html

[Accessed 13 May 2013].

Wikipedia, 2013. Typekit. [Online] Available at: http://en.wikipedia.org/wiki/Typekit

[Accessed 16 May 2013].

Web Development and Design › References

What’s inside: An introduction to writing for digital reveals that content is king, and gives you the key terms and concepts needed for this chapter. How it works discusses

personas, the importance of layout, and some HTML basics. If you are writing online, you

will need to look at short copy, which includes the all-important Call to Action features and

benefits, and writing search adverts. Long copy still requires attention to the elements that

make sure you are read, and we look at the all-important SEO copywriting. The web is full of

neologisms and buzzwords, but you’ll keep on top of them with our tools of the trade.

07 Writing for

Digital

166 167

7.1 Introduction Online copy is a hardworking multi-tasker. It must provide information to visitors, engage with them, convince them to take a desired action and, all the while, convey brand ethos. It also has to provide context and relevance to search engines. It needs to achieve all this without making it look as if the author is trying too hard.

You will see in this chapter that writing for digital is different from writing for more traditional media. Because of the sheer volume of information on the Internet, quality content is king – many people argue that it is one of the most significant determinants of the success of your online campaigns. Considering it is one of the most direct lines of communication with your consumers, this is not surprising. Therefore, you will see many links between this chapter and the chapter on Content Marketing Strategy.

Online copywriting involves everything from the text on a website to the subject line of an email, and all things in between. From PR articles of 800 words to four- line search adverts, if it’s being read on a screen, it’s online copy.

Writing for digital does not mean the traditional rules of writing need to be abandoned. By and large, the foundations remain.

In this chapter, you will learn:

• The principles of writing for your web audience

• Which types of web copy are available to you

• The basics of HTML for formatting online text

• How to write for search engine optimisation (SEO), focusing specifically

on keywords

• The best practices for successful online copywriting

7.2 Key terms and concepts

Term Definition

Above the fold The content that appears on a screen without a user having to scroll.

Active verb A word that conveys action or behaviour, and in a Call to Action, tells a reader what to do.

Audience The group of people at which a marketing communication is targeted.

Benefit The positive outcome for a user that a feature provides.

Call to Action (CTA) A phrase written to motivate the reader to take action (sign up for our newsletter, book car hire today, etc.).

Dynamic keyword insertion

In paid search advertising, this allows keywords used in searches to be inserted automatically into advert copy.

Feature A prominent aspect of a product that is beneficial to users.

HyperText Markup Language (HTML)

Code used to structure the information and features within a web page.

Keyword stuffing

The process of putting too many keywords into the meta data of the website or using many irrelevant keywords. Search engines can penalise websites using this practice.

Mass customisation Tailoring content for many individuals.

Meta data Information that can be entered about a web page and the elements on it in order to provide context and relevant information to search engines.

Persona A character created to define a group of readers in order to speak to them as though they were a unique reader.

Paid search advertising Usually refers to advertising on search engines, sometimes called PPC advertising. The advertiser pays only for each click of the advert.

Sender alias The name that is chosen to appear in the sender or ‘from’ field of an email.

Search engine optimisation (SEO)

The process of improving website rankings on search engine results pages.

Search engine results page (SERP)

The actual results returned to the user based on their search query.

Tone of voice The register, formality and personality that comes through in the text.

Unique selling point (USP)

The aspect that makes your offering different from your competitors’.

7.3 Writing for your audience

One of the assumptions you can make about writing is that it is done for an audience. In marketing and advertising, knowing your audience is vital: it will guide you in developing your content strategy, determining the topics they are interested in, and help you organise information in a way that makes sense to them. It will direct how you express your copy for your audience.

NOTE

Read more about this in the Content Marketing

Strategy chapter.

Writing for Digital › Key terms and conceptsWriting for Digital › Introduction

168 169

Ultimately, understanding who you are writing for will ensure that you are able to communicate your message to them and thereby increase the likelihood that your copy will achieve the desired result.

Step one of writing for digital is to ensure you have researched your audience and understand what they want. Once you have a clear idea about this, you can figure out how to fulfil those needs using your copy.

Holly Buchanan of Future Now (Buchanan, 2008) summarises this with three questions you should ask:

1. Who is my audience?

2. What actions do I want them to take?

3. What information do they need in order to feel confident taking action?

When you are researching your audience, there are two useful concepts to bear in mind: the audience of one, and personas.

7.3.1 The audience of one

According to Price and Price, audiences were traditionally thought of as a vast and vaguely defined crowd (Price & Price, 2002). Because the web provides a voice to individuals and niche groups, the concept of this mass audience is disintegrating.

Price and Price go on to argue that the Internet has led to an audience of one (Price & Price, 2002). What does this mean? While your audience is not literally one person (and if it is, thank your mum for reading your copy, but spend some time growing your readership), it is not a vast, vaguely defined crowd either. Instead, the web has many niche audiences who are used to being addressed as individuals.

When you are writing marketing material, you need to identify that ‘individual’, investigate what he or she wants, and write as if you are speaking directly to him or her. The individual that you have in mind when you are writing could also be called a persona.

7.3.2 Personas

A persona is a profile that a writer creates to embody the characteristics of the target audience for whom he or she is writing.

Personas are based on the profile of readers of your copy. Creating a profile is all about considering the characteristics of your readers and their needs and

desires. When you are building this profile, there are a number of things that you should consider about your audience:

• Are they primarily male, female or a mixture?

• How old are they?

• What are their other demographics and psychographics?

Once you understand these simple characteristics, you can ask yourself some more in-depth questions. If you are selling something, questions include:

• How do they make purchasing decisions?

• Do they compare many service providers before selecting one?

• Do they make lists of questions and call in for assistance with decision

making, or do they make purchase decisions spontaneously based on a

special offer?

Figure 1. A sample persona. (Source: UXmag)

Understanding the reader profiles of your readers is an important process, and

the best copy usually results from extensive time spent figuring out your audience.

Tailoring your copy to your audience does not necessarily limit you to one persona.

Digital copy can be structured so that it caters for several personas. Also consider

Writing for Digital › Writing for your audienceWriting for Digital › Writing for your audience

170 171

that your various marketing channels may have different audiences, so ensure that

you have a persona for each main platform you use. However, you need to spend

time understanding their needs before you are able to write copy that addresses

these personas.

7.4 Types of web copy

Whether it is long or short, the purpose of content is to communicate a message.

Communication implies that the message has been both received and understood.

The considerations covered here are aimed at ensuring that when you distribute a

message, it is communicated effectively to the people who need to receive it.

In order to communicate the intended message effectively, content needs to be:

• Clear and concise

• Easy to read

• Well written

• Well structured

Content written for the web can be divided into two broad categories: short copy

and long copy. The division is by no means scientific.

7.4.1 Short copy

On the web, writers often have very little time and space to get a message across

to a visitor, and entice them to take action. This is especially true of banner and

search adverts, but is also important across all digital marketing disciplines.

Probably the most important short copy anywhere is the Call to Action.

Call to Action Users scan web pages and look for clues on what to do. Tell them. A Call to Action

is a short, descriptive instruction that explicitly tells a reader what to do (for

example, ‘Click here’ or ‘Buy this now’). Any time there is an action you want a

reader to take, a Call to Action should instruct them on what to do. This means

using active verbs when you write, and crafting hyperlinks to be clear instructions

that resonate with your visitors at each step in the conversion process.

Banner advertising involves clear Calls to Action, and they can also be used in

social media posts, search adverts, content marketing and more. Call to Action

copy is not limited to short copy: email newsletters and promotions should also

make use of Calls to Action, and we even see them all over web pages.

Figure 2. CTAs should be clear and enticing.

A good Call to Action resonates with the action the visitor needs to take, as opposed

to the technical function that is performed. For example, if a user has entered an

email address to sign up to your email newsletter, the action button should say

‘Sign up’ and not ‘Submit’.

Also consider what actions mean offline. For an email newsletter, ‘Sign up’ can

have very different connotations from ‘Subscribe’. Furthermore, ‘Subscribe’ is

very different from ‘Subscribe for free’. Whereas subscriptions have connotations

of costs, ‘Sign up’ does not carry the same burden. However, ‘Subscribe for free’

could imply greater value – something that would normally carry a cost is available

to you for free.

Figure 3. Good CTAs are short and to the point.

Writing for Digital › Types of web copyWriting for Digital › Writing for your audience

NOTE

Since the Call to Action is key to converting customers, this is an important element to test. What iterations of your main Call to Action could you try?

172 173

Titles and subject lines Titles and subject lines often form part of a body of long copy. However, they are

important enough to be discussed as stand-alone short copy. Titles and subject

lines are there for a very important reason: they tell a reader whether or not they

should read further. They are the gateway to your content.

Consider the following titles:

• Guide to online copywriting

• Ten steps to online copywriting that sells

The second title conveys more information and excitement to the reader, which

helps the reader to make a decision to read further.

Subject lines are like headlines for emails, and can make the difference between

an email being deleted instantly and being opened and read. As with a headline,

which should be carefully crafted like the headline of a newspaper, use the subject

line to make it clear what the email is about. For example, if there is a promotion

in the email, consider putting it in the subject line as well.

Figure 4. A direct, enticing email subject line.

Titles, headlines and subject lines need to be both persuasive and enticing.

Consider what need your copy is meeting for your readers, and express that first.

Search adverts Search adverts have very limited space and time to get a message across, as well

as plenty of competition for a reader’s attention. These four lines of copy need to

work hard to ensure a top return on investment.

Search adverts typically follow the same basic structure and have strict character

limits for each line:

Heading (max. 25 characters)

Two lines of advert copy, (max. 35 characters)

Which can be displayed on one line. (max. 35 characters)

www.DisplayURL.com (max. 35 characters)

With a limited character count, it can seem daunting to communicate information

that entices the right people to click through, and differentiates you from your

competition. Testing variations of copy is the best way to determine what works

best for your campaign. While copywriters are not generally responsible for

writing paid search ads, they are often brand custodians and should review all

copy representing a brand.

Social copy Social media allows brands to have conversations with their customers and fans.

This gives consumers a powerful voice and the ability to tell brands what they want.

There are a few considerations to keep in mind when creating content for social

media:

• Research is vital. Understand what type of content community members want. Meaningful and relevant content is more likely to be shared.

• Remember that it’s a conversation. Your content must be personable and appealing. Use personality and convey the humanity of your brand in

order to generate conversation and encourage comments.

• Write shareable content. Offer value and be insightful. Ultimately you should aim to create an overall perception that your brand is the thought

leader in its industry. Shareable content is credible content.

• Avoid overly promotional content. Community members are likely to see right through a sales pitch.

• Have a solid communication protocol. These can be internal guidelines for organisations to follow on how they use and communicate on social

media platforms.

Writing for Digital › Types of web copyWriting for Digital › Types of web copy

NOTE

Read more about this in the Search Advertising chapter.

NOTE

An email subject line is the first cue your

audience receives to help them decide whether to open an

email or not. How can you make it count?

NOTE

The Huffington Post is well known for

publishing articles with compelling

headlines. Visit www. huffingtonpost.com/ to have a look at how

their headlines grab the reader’s attention.

174 175

Figure 5. Relevant and on-brand social media copy.

All of these points are covered in more detail in the chapters on social media.

7.4.2 Long copy

Online copywriting is not just about short, sharp Calls to Action and attention-

grabbing headlines and adverts – it also covers longer pieces of content.

Longer copy has advantages. Primarily, it allows you to provide more information

and encourage the reader to convert. You can foster a relationship with a reader,

whether it is on a blog, through email communications, or through articles and

news releases. With more words and space available, you are able to build a voice

and a personality into your writing.

The expression ‘long copy’ is somewhat misleading. As online readers behave

slightly differently from offline readers, it is unlikely that a skilled copywriter will

be called on to create copy for the web that is longer than 800 or 1 000 words per

page (although, of course, there are exceptions to this).

Long copy needs to be structured and formatted so that it’s easy for attention-

starved web readers to digest. Web users tend to scan pages quickly to determine

whether or not they will read further. Specifically in longer copy, you need to take

this into consideration.

There are many types of long online copy. Here, we will focus on a few that are

useful for marketing:

• News releases

• Articles for online syndication

• Emails

• Blog posts

• Advertorials

• Website

Bear in mind that this is by no means an exhaustive list.

News releases The news release is a staple of public relations. As the Internet grows, so does the

overlap between PR and marketing. As a result, many copywriters are called upon

to write news releases for online distribution as this is a standardised format for

releasing information. Originally intended to provide information for journalists,

news releases are increasingly being read without going through the journalists

first. This means that they should be written in the brand tone, be accessible to

the general public, and be optimised and formatted according to the principles of

good web writing (more on those later). Also remember to focus on a compelling

headline to win over your reader.

Figure 6. An online press release from Apple.

Articles for online syndication Online article syndication involves writing articles that are in no way a direct

promotion of your brand. In other words, they are not press releases. These

articles are written to provide information and valuable content to readers about

something which is indirectly related to your product or service.

Writing for Digital › Types of web copyWriting for Digital › Types of web copy

NOTE

Read more about this in the Social Media

Channels and Social Media Strategy chapters.

176 177

For example, a hotel management company could write articles about travel tips

and advice, while a pet food seller could create content around ways to keep pets

healthy and happy.

Articles are submitted to online article directories, from where they are picked up

and republished on other sites.

As the articles contain links and key phrases relevant to your site, the benefits for

SEO can be excellent. But the strategy won’t work unless people want to read your

articles – so they need to be interesting, informative, and not just thinly disguised

adverts. You are aiming to inform your audience, position your brand as an expert

in your field and demonstrate authority and thought leadership. While this practice

is not as widely used as it once was, a well-executed online article syndication

strategy can still yield results.

Figure 7. Ezine Articles is an article syndication website.

Emails Email as a channel is an integral part of many online marketing strategies. Of

course, content is a huge part of this; it comprises the words in an email with

which a user engages.

By virtue of their nature, emails are the ideal medium for communicating and

building relationships with your consumers. Successful email campaigns provide

value to their readers. This value can vary from campaign to campaign. Newsletters

can offer:

• Humour and entertainment

• Research and insight

• Information and advice

• Promotions and special offers

Figure 8. Quirk’s fortnightly digital marketing newsletter.

Writing for Digital › Types of web copyWriting for Digital › Types of web copy

NOTE

Read more about this in the Search Engine

Optimisation chapter.

NOTE

Read more about this in the Email Marketing

chapter.

NOTE

A compelling headline makes all the difference.

For your reader to engage with an article

they must believe that reading further is worth it, and your

headline needs to do the convincing. Pay as

much attention to your headline as you do to the

rest of your article.

178 179

Blogging Blogs can be very successful marketing tools. They’re an excellent way to

communicate with staff, investors, industry members, journalists and prospective

customers. Blogging also helps to foster a community around a brand, and

provides an opportunity to garner immediate feedback. This is an audience made

up of players vital to the success of a company – which is why it is important to get

blogging right. A key consideration is the quality of your headlines - you have to

convince your reader to grant you attention..

Figure 9. A blog post on the Fast Company blog.

There is plenty to be gained from the process of blogging and obviously, the value,

as with email marketing, lies in the content. This communication channel provides

an opportunity for you to foster an online identity for your brand as well as giving

your company a voice and a personality. This happens through the content you

distribute as well as the tone you use to converse with your readers. There is more

information on blogging in the chapter on Social Media Channels.

Website copy Digital copywriters need to structure content effectively so that users want to

engage on the site and read on. Some ways to create digital copy that is usable and

appropriate for an online audience include:

• Writing text that can be easily scanned.

• Using meaningful headings and sub-headings.

• Highlighting or bolding key phrases and words.

• Using bulleted lists.

• Having a well-organised site.

• Limiting each paragraph to one main idea or topic. The leading sentence

should give a clear indication of what the paragraph is about. Readers

can scan each paragraph without missing any essential information.

• Cutting the fluff. Get rid of meaningless turns of phrase and words that

bulk up copy unnecessarily.

• Removing redundancies. These often creep into writing by accident, but

you should work to eliminate them in order to get to the point.

• Including multimedia wherever relevant. See http://www.nytimes.com/

projects/2012/snow-fall/#/?part=tunnel-creek as a good example.

Writing for mobile Mobile websites differ from traditional websites for various reasons – these are

explored in the chapter on Mobile Marketing. Here are some points on creating digital copy for mobile websites that encourages interaction and achieves

marketing and business goals:

• Get to the point. With limited screen space, there really is no room for

wordy text. You need to determine exactly what your message is and get

to the point quickly!

• Put the important bits up front. This includes contact information and

navigation links. Word these clearly so that people can take the right

action.

• Condense information to its simplest form. But ensure that it still makes

sense and is grammatically sound.

NOTE

Read more about this in the Mobile Marketing chapter.

NOTE

Once users have decided to navigate further into your mobile website, you can increase the amount of copy on the pages.

Writing for Digital › Types of web copyWriting for Digital › Types of web copy

NOTE

Read more about this in the Social Media Channels chapter.

180 181

Figure 10. Mobile-optimised copy.

• Use a Call to Action upfront. Mobile web users are goal-orientated, so

provide them with the next step early on.

• Use headings and subheadings for scanning.

7.5 HTML for formatting

HTML stands for HyperText Markup Language, and it’s the foundation of

documents on the web. HTML tags tell browsers how to present content. HTML

tags are written in brackets that look like arrows: < >.

A good digital copywriter will also be able to use basic HTML to lay out copy,

knowing that the appearance of the page will get his or her words read. It should

be easy for users to skip and skim the copy, and it should be easy for them to find

the parts that are most relevant to them.

When writing online copy, you can use an HTML editor, where you insert the tags

yourself, or a ‘What You See Is What You Get’ (WYSIWYG) editor, which works in a

similar way to a word processor.

Basic HTML is not hard to use, and will help you format your content. Here are

some basic HTML tags:

• To bold: <b>phrase you want to bold</b>

• To italicise: <i>phrase you want to italicise</i>

• To underline: <u>phrase you want to underline</u>

• To list: <li>lines you want to list</li>

• To create a paragraph: <p>paragraph text</p>

• To insert a line break: <br>

• To insert a link: <a href=“page url”>phrase you want to link</a>

• To insert a heading: <h1>Level one heading</h1>

• To insert a sub-heading: <h2>Level two heading</h2>

The tags also help search engines to identify how the content has been laid out on

the page.

The best way to get to grips with HTML is to start using it online, where you can

see how the tags work.

Writing for Digital › HTML for formattingWriting for Digital › Types of web copy

NOTE

Right click on any web page and click ‘view source’. Can you find the paragraph tag <p>?

182 183

7.6 SEO copywriting

A good online copywriter will have a thorough understanding of SEO and how this

can be integrated into his or her writing. Key phrases are used in long and short

copy alike, to great effect.

7.6.1 Optimising for human and machine users

One of the most notable differences between writing for print and writing for digital

is that when it comes to the latter, you are writing not only for an audience, but also

for the search engines. While your human audience should always be your first

priority, your copy also needs to speak to the search engines in a language they

can understand. This digital tactic will be covered in greater depth in the chapter

on Search Engine Optimisation.

Optimising your copy for search engines is important because your target audience

is likely to be using a search engine to find the products or services you are offering.

If the search engine is not aware that your content can give users the answers

they are looking for on a particular subject, it won’t send traffic to your website.

Optimising your content for search is the process of telling search engines what

content you are publishing. Keywords and key phrases are an integral part of this.

SEO copywriters need to know how to blend keywords into their content and how to

use them in conjunction with text formatting and meta data. In addition to assisting

you with structuring your content, these tags indicate relevance and context to

search engines. Some of the tags are used by screen readers, and so they assist

visitors with technical limitations to access your content. The meta description

can also be used by search engines on the search engine results pages (SERPs).

7.6.2 Key phrases

A keyword refers to a single word used in a search query, while a key phrase refers

to more than one word used in the search query.

Key phrase research is an important element of digital copywriting, and is covered

in detail in the chapter on SEO. Having identified the themes of your web pages,

keyword research should be used to identify what phrases your target audience

use when searching for you. It is important to know what people are searching for,

so that you can give them what they need.

Once you have a good idea of the words people are using to find information online,

you can use these phrases in your copy as a signal to search engines that your

content is relevant to these users.

A good copywriter is able to weave a predetermined set of key phrases into a piece

of copy seamlessly, so that the reader cannot detect that they have been included.

Each page should be optimised for a primary key phrase, and can be optimised for

a secondary and tertiary key phrase as well. Usually a web page is optimised for

three key phrases, but can be optimised for up to five (although only if the page

is very long). Any more than that and you are better off creating new, niche web

pages.

Key phrases can be integrated into nearly every type of content that you write for

the web. Below are a few places where we tend to include key phrases on our

website.

Page title The page title appears at the top of a user’s browser and should be able to tell the

user (and the search engine spiders, of course) what the main theme of the page

is. The page title is usually limited to 71 characters (including spaces). The key

phrase should be used as close to the beginning of the title as possible, followed

by the name of the company or website.

Page URL The main key phrase for the page should be used whenever possible in the URL for

the page. If you are using a blogging tool or content management system (CMS),

the URL is generated from the page title, so using the key phrase in the page title

should ensure that it is in the URL as well.

Figure 11. The Quirk home page URL.

Meta description The meta description is a short paragraph describing the page content. This

summary is usually shown on the SERPs if it contains the search term, which

means that it needs to entice users to click through with a strong CTA. The spiders

use the meta description to deduce the topic of the page, so using targeted key

phrases is important here. Copy is limited to 156 characters (including spaces).

Writing for Digital › SEO copywritingWriting for Digital › SEO copywriting

NOTE

Read more about this in the Search Engine

Optimisation chapter.

NOTE

Read more about this in the Search Engine

Optimisation chapter. NOTE

Every page on a website must have a unique URL, page title and meta description.

184 185

Meta keywords Meta keywords are the list of the words and phrases that are important on a

web page. Using targeted key phrases is important, but remember – no keyword

stuffing. The meta keywords are limited to 200 characters (including spaces).

This is, however, no longer a major source of information used by search engines

(though it certainly doesn’t hurt to include these).

Headings and sub-headings Spiders assign more relevance to the text used in headings, so it is important to

use your key phrases in the headings on your page. It also helps to structure your

content. Headings are created with HTML tags.

Heading structures:

• <h1> Main page headings

• <h2> Sub-headings

• <h3> Information under the sub-headings

Having a good heading hierarchy is important as spiders use it to move through

your page and understand its relevance to the search query; it also helps human

readers to scan your page.

On-page copy The number of times you use the key phrases is entirely dependent on how long

the page of copy is. You want to optimise the page for the key phrases without their

use being overt.

For SEO effectiveness, a page of web copy should be at least 250 words long. On

a 250-word page, you could use the primary and secondary key phrases several

times (this includes use in meta data, headings, title and body copy). Make sure that

these integrate seamlessly into the text and that it sounds as natural as possible.

The page should not be so long that the user needs to scroll continuously to get to

the end of it. If you find the page is getting exceptionally long, consider breaking it

into different web pages for different sections. In this way, you could add several

pages of optimised copy focused on one theme, instead of one very long page.

Links to your optimised page The text used to link from one page to another is considered important by search

engine spiders, so try to ensure that your key phrase is used when linking to the

optimised page. The anchor text of links should include the key phrase of the page

being linked to, and not the page being linked from.

Figure 12. Links on a web page dealing with Google Analytics

Images: Alt text and title tags Alt text refers to the ‘alt’ attribute for the <img> HTML tag: this is the text that

appears in the caption. It is used in HTML to attribute text to an image on a web

page, normally to describe what an image is about and display text in instances

where the image is unable to load. While this is handy for humans and aids

accessibility, it is also used for another reason: search engine spiders can’t read

images, but they can read the alt text. The image title tag shows when you hover

with your mouse over an image (depending on your browser) and can also be read

by the search engine spider.

7.7 Best practices for online copywriting

Now that we have covered the basic theoretical principles of writing for digital,

we need to look at the best practices to apply whenever you are writing copy for

publication on the web. There are several things that you need to consider:

1. Does your copy convey a creative idea?

2. Does the layout of your copy make it easier to read?

3. Is your meaning clear and direct?

4. Does the copy convey the features and benefits necessary to make your

point (if applicable)?

5. Will your readers clearly understand the content of your writing?

6. Is the content of your message structured in a logical manner?

The rest of this chapter will be dedicated to ensuring that you have the knowledge

and tools to answer these questions.

Writing for Digital › Best practices for online copywritingWriting for Digital › SEO copywriting

NOTE

When submitting promotional copy to other sites that includes links back to your own website, which phrases would be most important to include in this link text?

186 187

7.7.1 Conceptual copywriting

Most of the points in this chapter have focused on the practicalities of writing

online copy, such as getting information across and encouraging user actions and

engagement.

But copy should also be creative, beautiful and thought provoking.

Your copy should also express an idea that grips readers. Conceptual copywriting

is about making an idea memorable merely by using words to express it – the idea

is central, and the words are the vehicles that convey it. Clever wording, smart

ideas and thoughtful copy should make the reader pause, think, and want to

engage more deeply with your idea.

While images are often used to express powerful ideas, words can be just as

effective. Consider this famous example, which demonstrates how a small change

in the copy can radically affect one’s perception of an idea:

• A woman without her man is nothing.

• A woman: without her, man is nothing.

Writing conceptually means understanding who your audience is, knowing what

meaning you want to convey, and then expressing this cleverly through words. The

idea is to write so engagingly that people just can’t stop reading!

7.7.2 Layout and legibility

As we have mentioned already, readers process content differently online from the

way that they read offline. On the web, readers tend to scan text rather than read

every word.

As a result, online copy is judged at a glance, not just on content, but first and

foremost on its layout. It needs to look as if it’s easy to read before a user will

choose to read it.

Digital copy should be easy to scan. This means using:

• Clear and concise headings

• Bulleted and numbered lists

• Short paragraphs

• Bold and italics

• Descriptive links

It’s easy to see this in practice.

Before After

Tea has been drunk for thousands

of years, and as people are growing

more health conscious, tea sales are

increasing. Personal preference plays

an important role in making the perfect

cup of tea. However, using fresh water

ensures maximum oxygen in the

tea, and warming the teapot first is

standard practice. Tradition dictates

one teabag per person, and one for the

pot. Tea is served with milk, lemon,

honey or sugar, according to taste.

Worldwide, tea sales are increasing as people are becoming more health

conscious. Here are some tips on

making the perfect cup of tea:

• Use fresh water (for maximum oxygen)

• Warm the teapot first

• Use one teabag per person, and one for the pot

The perfect cup of tea is based on

personal preference and taste. Tea can be served with:

• Milk or lemon

• Honey or sugar

7.7.3 Language

The basic principles of good writing apply online, but because your audience’s

attention is limited (and often divided), it is best to keep it simple and tailor your

language to your audience.

Tone The tone of your content should be consistent with the brand you are writing for.

Brands will often have full tone-of-voice documentation – if they don’t, read some

of the brand material to get a feel for the company’s style of communication.

Compare the difference in tone in the examples below.

Example of Tone A: Investec

Since Investec was founded in South Africa in 1974, it has expanded through a

combination of substantial organic growth and a series of strategic acquisitions

in South Africa, the United Kingdom and other geographies.

Investec’s strategic goals are motivated by the desire to develop an efficient

and integrated business on an international scale through the active pursuit of

clearly established core competencies in the group’s principal business areas

(Investec, 2013).

Writing for Digital › Best practices for online copywritingWriting for Digital › Best practices for online copywriting

188 189

Example of Tone B: Nando’s

500 000 years ago Civilisation as we know it was born. People have started to

cook with fire and the idea that food is more than just nourishment. A community

spirit is emerging as people gather together around a flame, talking, sharing

and laughing, in wait for their meal.

The Mozambique community is flourishing. Life here revolves around early

evening feasts about the fire. Everyone joins together to share good food and

their heroic stories of the day! This is where the famous story of the discovery of

Peri-Peri began. It is said that a young spirited boy went exploring one day and

returned late that night with the African Bird’s Eye Chilli. It had been shown to

him by the African people who named it Pili-Pili (Nandos, 2010).

Active voice Grammatically speaking, people expect characters to execute actions that have an

impact on objects or other characters.

For example: The girl ate a chocolate.

• The girl is the subject.

• Eating is the action

• The chocolate is the object that is affected by the action

This is known as the active voice. Unfortunately, writers often use the passive

voice. This turns the object into the subject. For example: The chocolate was eaten

by the girl. The human brain automatically translates this into the format that

it expects. According to Price and Price, this adds 25% to the time required to

understand a sentence (Price & Price, 2002).

When writing for the Web, it is better to use the active voice.

Neologisms and buzzwords Sometimes the World Wide Web is referred to as the Wild Wild Web as it is an

environment where anything goes. The ever-growing numbers of social media

participants, for example, habitually play fast and loose with grammar.

With new services and products being developed daily, it can feel as if the list of new

words (and their uses) is growing faster than you can keep up with. Dictionaries

and reference guides celebrate this regularly with a ‘word of the year’, usually one

that has been in heavy use on the Internet for the three years preceding its entry

into a dictionary.

For example, in 2005, ‘podcast’ was voted word of the year by the editors of the New

Oxford American dictionary (Oxford University Press, n.d.), while ‘blog’ had its day

in 2004 when it was declared word of the year by Merriam-Webster’s Dictionary

(Merriam-Webster, Inc., n.d.). The word ‘blog’ was coined in 1999 (Wikipedia, 2012).

Online services can quickly become verbs in everyday language, so we talk of

‘Googling something’ instead of ‘searching on Google’, and of ‘Facebooking

someone’.

Always remember you are writing for your users – and talk in the same way as

they talk. If your content is aimed at cutting-edge early adopters, then pepper it

with the latest buzzwords. If your audience does not know the difference between

Mozilla Firefox and Internet Explorer, then be cautious when using a word that did

not exist the day before.

Features and benefits Writing compelling copy means conveying to readers why they should perform

an action. While features may seem all-important, you need to communicate the

benefits of the features to the user.

• Feature: a prominent aspect of a product or service that can provide

benefit to users. It describes what the product does.

• Benefit: the positive outcome for a user that a feature provides. It can

be the emotional component of what the user gets out of the product.

For example, consider a home entertainment system. Features could include

surround sound and a large flat-screen television. The benefit is a cinema-quality

experience in your own home.

Features and benefits are very different. Features are important to the company

that provides the product or service. Benefits are important to those who decide to

use the product or service.

Persuasive writing makes use of features, benefits and active verbs to create

appealing messages for your personas:

Enjoy cinema-quality movie nights in your own home with a surround-sound home entertainment system.

Writing for Digital › Best practices for online copywritingWriting for Digital › Best practices for online copywriting

NOTE

Why would your audience want to buy your product or service? Put aside the features for a moment; what will compel your audience to buy on an emotional level? How does it address their wants and needs?

190 191

7.7.4 Logic

The structure of online copy can be compared closely to the structure of a

newspaper article. The headline, usually containing the most important bit of

information in a story, comes first. Online, visitors need to decide quickly whether

or not to read a page. As a result of this, the most important information needs to

be at the top.

Start with the summary or conclusion – the main idea of the article.

Figure 13. Information hierarchy.

While clever word play in headings can attract some attention, these need to be

written in line with the objective you want to achieve. The copy is multitasking: not

only is it informing visitors of what to expect; it is also telling search engine spiders

what the page is about.

7.8 Tools of the trade

The Simple Measure of Gobbledygook (SMOG) formula from Harry McLaughlin can be used to calculate the reading level of copy that you have written. A

SMOG calculator, and instructions for use, can be found on his website: www.

harrymclaughlin.com/SMOG.htm

Alternatively, www.flesh.sourceforge.net offers a Java application that produces

the Flesch-Kincaid Grade Level and the Flesch Reading Ease Score of a document.

For an online dictionary and an online thesaurus, you can visit www.dictionary. reference.com and www.thesaurus.com. Thinkmap’s Visual Thesaurus at www. visualthesaurus.com is a thesaurus, but also has an interactive map that lets you

explore words. It’s easy to spend a lot more time on this website than you originally

planned!

When it comes to keyword research, there are a host of tools available. Have a look at the tools suggested in the chapter on SEO.

7.9 Case study: Encyclopaedia Britannica Online

7.9.1 One-line summary Encyclopaedia Britannica increased sign-ups by 103% by applying web copy best practices.

7.9.2 The problem

Encyclopaedia Britannica is a household name, renowned for producing accurate and up-to-date

content. Encyclopaedia Britannica Online is a subscription-based digital service that offers a range

of informational tools and articles. The site also offers a free trial subscription that lets interested

people try out the service before committing to a purchase.

The web page on which users could sign up for the free trial was performing adequately, but it was

bogged down by structural and copy mistakes. The brand was not sharing a value proposition or

driving users to complete the desired on-page action – signing up for the trial version.

7.9.3 The solution

In order to increase sign-ups, Encyclopedia Britannica completely transformed the copy on the

‘free trial’ page of the website. Some of the changes made included the following:

• Heading: The heading and subheading were rewritten to grab the reader and express the value and content of the offer. The heading changed from the rather generic “Why

try Encyclopedia Britannica?” to a clear, specific offer: “Get unlimited access to all 32

volumes of Encyclopedia Britannica during your FREE TRIAL…”

• Copy: the amount and type of copy on the page was drastically reduced. Rather than paragraphs of persuasive ‘power’ copy, the new version launched directly into the content

of the offer, making clarity the guiding principle.

• Benefits: Member benefits were moved from an out-of-the-way column on the left to the centre of the page, and were reformatted into bullet points with bolding for emphasis.

• Images: The old page included lots of images but none of them were specifically relevant to the product or offer. This was changed to a single large image displaying the

encyclopedias and a computer screen. The image was also given a caption that reinforced

the value offering.

• Call to Action: Several aspects of the CTA were changed to make the offer more appealing. The main button was rewritten from ‘Take a free trial’ to ‘Get instant access now’

(emphasising that the user would receive something rather than having to take it). The

saving was also included and highlighted in yellow to draw the reader’s eye.

News lead

Key facts

Less- important

details

Writing for Digital › Case study: Encyclopaedia Britannica OnlineWriting for Digital › Best practices for online copywriting

NOTE

Read more about this in the Search Engine

Optimisation chapter.

192 193

While content marketing strategy may tell you what content to create, knowing how to create it comes down to great web writing skills.

Writing for digital also overlaps strongly with SEO, since copy is the basis of all web optimisation

(search engines can’t read images, videos or other rich media content).

7.11 Chapter summary

Online copy is the foundation of a website. It is constantly in view – and usually the focal point of a

page. Good online copy can also make the difference between a site attracting regular traffic and

becoming stagnant.

Your writing needs to have the reader in mind first and foremost. The copy should be strong, clear

and easily readable, while still making maximum use of key phrases.

7.12 Case study questions

1. How could bad copy prevent someone from signing up to a valuable, free service like the

trial offered by Encyclopaedia Britannica?

2. Why do you think the more specific headings performed better than a vaguer, more

intriguing heading?

3. Identify the web writing best practices that were included in the new version of the

Encyclopaedia Britannica website.

7.13 Chapter questions

1. When writing for digital, why are descriptive titles better than titles which play on words?

2. Why should users dictate your content? List some ways that users’ needs determine

content.

3. Why does web copy need to be easy to read?

4. For some real online copywriting practice, choose an article in a magazine or newspaper,

and rewrite it for an Internet audience.

Writing for Digital › Chapter questionsWriting for Digital › Case study: Encyclopaedia Britannica Online

• Form: Rather than having the user click away to another page, the reworked version included a form with the catchy title ‘Activate your free trial’, making it clear that the

user would get the benefit by providing their information. This allowed the user’s through

process to flow directly from understanding the benefits to signing up directly.

To make sure that the experiment was working, the new page was tested alongside the original in

an A/B split test (more on this in the Conversion Optimisation chapter).

Figure 14. Before and after versions of the Encyclopaedia Britannica sign-up page. (Source: Marketing Experiments)

7.9.4 The results

The new version of the page, filled with effective and targeted copy, had a clickthrough rate of

2.03%, compared to just 1% previously. This garnered a 103% increase in conversions – in other

words, more than doubling the number of people who signed up for the trial version. Aside from

this, the brand was able to communicate their offer and express their value proposition upfront,

leading to greater clarity.

7.10 The bigger picture

It should be pretty clear by now that online copy touches every other digital marketing tactic. After

all, they all need to communicate messages in text format – whether that’s a CTA button on a

website, a video description, or a long-form press release written for digital PR purposes.

194

7.14 Further reading

To get started on writing for digital, Hot Text – Web Writing That Works is an easy-to-read and thorough resource. The website for the book is www.webwritingthatworks.com.

Another excellent resource is The Idea Writers: Copywriting in a New Media and Marketing Era (us.macmillan.com/theideawriters/TeressaIezzi)

www.copyblogger.com has regular articles and case studies on writing online copy that converts.

7.15 References

Buchanan, H., 2008. What is Web Copy and How Should I Use It?. [Online] Available at: www.grokdotcom.com/2008/03/17/what-is-web-copy

[Accessed 11 April 2013].

Investec, 2013. Investec. [Online] Available at: http://www.investec.co.za/#home/about_investec.html

[Accessed 11 April 2013].

Marketing Experiments, 2012. Copywriting on Tight Deadlines. [Online Image] Available at: http://www.marketingexperiments.com/website-optimization-

transcripts/2012-08-03.pdf

[Accessed 31 May 2013].

Merriam-Webster, Inc., n.d. Word of the Year 2004. [Online] Available at: http://www.merriam-webster.com/info/04words.htm

[Accessed 11 April 2013].

Nandos, 2010. Nandos. [Online] Available at: http://www.nandos.co.za/nandos_story.html

[Accessed 11 April 2013].

Oxford University Press, n.d. ‘Podcast’ is the Word of the Year. [Online] Available at: http://www.oup.com/us/brochure/NOAD_podcast/

[Accessed 11 April 2013].

Price, L. & Price, J., 2002. Hot Text: Web Writing That Works. Indiana: New Riders.

UXmag, n.d. Teach Me Tina. [Online Image] Available at: http://uxmag.com/sites/default/files/uploads/oconnorpersonas/samplepersona.png

[Accessed 31 May 2013].

Wikipedia, 2012. History of blogging. [Online] Available at: http://en.wikipedia.org/wiki/History_of_blogging

[Accessed 11 April 2013].

Writing for Digital › References

Part 3 Engage

198 199

Introduction to Engage The next few chapters deal with driving traffic to your online assets – and engaging

this stream of potential and existing customers by building relationships with them.

The beauty of the Internet is that you can track your traffic-driving campaigns and

then use that information to measure your results, report on campaigns, and

target your marketing more effectively.

It’s useful to consider all of these tactics in terms of their influence on the sales

cycle. The sales cycle is the typical sequence of phases through which a customer

moves. It’s often represented as a funnel, indicating that there are fewer consumers

further along in the sales cycle – you learnt about this model in the Think section.

While one could argue that all channels are important at every phase of the

purchase cycle, some are clearly more influential at specific times than others.

Online Advertising is the crucial first step – this is a tactic that builds awareness about and interest in your brand. Sometimes, performance marketing or Affiliate Marketing is used to drive traffic and awareness.

Once a potential customer knows about you, they can search for you. Search

marketing, which comprises Search Engine Optimisation and Search Advertising, is powerful because it is closely aligned with a customer’s stated intent (in the

form of a search query).

Choosing you as their preferred option often hinges on how favourably you are

seen by others in the market. Being well represented on Social Media is important for brands marketing online, and online monitoring tools help you to understand

how digital communities perceive brands.

Video Marketing is another excellent tool for engaging and capturing your audience’s attention.

Digital then takes it further into the realm of building relationships with customers,

using digital channels to interact and engage with them. Again, social media plays

a big role here, as do traditional Customer Relationship Management (CRM) tactics such as Email Marketing.

With the explosion in web access via mobile devices, it’s important to understand

these various channels from a mobile perspective. Mobile Marketing is used to create awareness, drive direct action and build relationships.

Engage › Introduction

While measurement and tracking will be discussed in each chapter, it’s worth

going into the Engage chapters with an understanding of how we track, report on

and pay for various online campaigns.

There are several terms you will see used throughout these chapters:

• Impression: when an advert or a piece of online content is served (and hopefully seen by a web user).

• Interaction: when a user interacts with an advert or content, such as watching a video, playing a game, or leaving a comment.

• Click: exactly what it sounds like – when a user clicks on a link or advert. This is different from an interaction, because when a user clicks, they go

to a different page on the web.

• Action: when a user completes a predetermined action, such as making a purchase, signing up to a newsletter, or downloading some content.

These terms are reflected in the different ways of paying for and measuring online

campaigns. Sometimes we talk about campaigns in terms of cost per thousand

impressions (CPM). This is when campaigns are paid for based on the number

of times content has been served. It’s a technique used frequently in online

advertising, but is also a way of measuring social content.

One can also look at the cost of a user interacting with a piece of content. Some

of the most successful online campaigns are run on a cost-per-click (CPC) basis,

where you don’t pay for content to be served, but rather for each click on that

content. Lastly, payment or measurement can be regarded in terms of the cost per

action (CPA): the cost of a user taking a specific action (excellent for the advertiser

but risky for the publisher).

As you work through the following chapters, the above will be become clearer to

you.

Remember, the chapters that follow are important arrows in your digital marketing

quiver. However, a strategic approach is required in order for you to determine the

best solutions to meeting your online goals. You don’t need to tackle everything

at once: focus on the foundations first, and then track and measure in order to

determine which channels are working best, optimising as you go. And always put

your audience’s needs and wants first.

NOTE

Google has some intriguing insights about

the role each channel plays, depending on

the industry you work in. Have a look here:

http://www.google.com/ think/tools/customer-

journey-to-online- purchase.html.

Engage › Introduction

What’s inside: An introduction to customer relationship management (CRM), and why CRM plays a massive role in marketing. We look at different forms of customer relationship

management and how these can positively benefit your business. We discuss the importance

of data, provide a step-by-step guide to implementing CRM, together with some tools of the

trade and a case study showcasing a CRM strategy.

08 Customer

Relationship Management

(CRM)

202 203

CRM › A CRM modelCRM › Introduction

8.1 Introduction CRM – customer relationship management – has existed since people first started

selling things. The first shopkeeper who stopped to chat with his customers, who

remembered their names, and perhaps gave them a small ‘freebie’ for continually

using his services, was practicing a form of customer relationship marketing by

making customers feel special. He was also probably seeing the favourable impact

on his bottom line.

Today, with businesses becoming more digitally remote, and person-to-person

contact becoming more scarce, CRM is more important than ever. We need to

build and maintain relationships with our customers. A faceless company is not

personable or engaging - it has to work harder to fill the gap between attracting

and retaining customers (and their good will). The relationship a customer builds

with a company is often the reason they return – but building it today is more

difficult than ever, in a society where data is protected, customers are smart and

exercise their right to choose, and a competitor can be just a click away.

CRM is a customer-focused approach to business based on fostering long-term,

meaningful relationships. CRM is not about immediate profit. It’s about the lifetime

value of a customer – the purchases they will make in future, the positive word of

mouth they will generate on your behalf and the loyalty they will show your brand.

Effective CRM enables businesses to collaborate with customers to inform overall

business strategies, drive business processes, support brand development and

maximise ROI.

There is a truism that a happy customer tells one person, but an unhappy customer

tells ten. With your customers’ voices being heard on blogs, forums, review sites and

social media, they can talk really loudly and impact your business much more easily.

In this chapter, you will learn:

• Why CRM is essential for any business

• The role that customers play in shaping and steering your business

• The various approaches and mindsets that are applied in CRM

• How to collect, store, analyse and update your essential CRM data

• The step-by-step process of putting together your CRM strategy

8.2 Key terms and concepts

Term Definition

Customer A person who buys or uses goods or services, with whom a company should develop a relationship.

Customer-centric Placing the customer at the centre of an organisation’s business planning and execution.

Customer-driven Allowing and encouraging customers drive the direction of a business.

Customer lifetime value (CLV)

The profitability of a customer over their entire relationship with the business.

Customer relationship management (CRM)

A strategy for managing a company’s relationships with clients and potential clients. It often makes use of technology to automate the sales, marketing, customer service and technical processes of an organisation.

Data Statistics and facts collected for analysis.

Data mining The process of analysing data to discover unknown patterns or connections.

Key performance indicator (KPI)

A metric that shows whether an objective is being achieved.

Metric A defined unit of measurement.

Model A strategic visual representation of a process that a company adheres to.

Prospect A potential customer.

Stakeholder A person or organisation with an interest in how a resource is managed.

8.3 A CRM model Many companies that practice CRM rely on a simple model to guide them

strategically – in many cases, this sums up exactly what CRM is about. Here is a

simple model that demonstrates this:

NOTE

Since ROI can be hard to establish, how

could you go about convincing business

decision makers that it’s important to implement

a CRM system?

204 205

Figure 1. A simple CRM model can provide strategic guidance.

As you can see, a good CRM strategy turns strangers into customers, customers

into friends, and friends into advocates for your business.

8.4 Understanding customers

Customers can be seen as the most important stakeholders in a business. Without

customers purchasing goods or services, most businesses would not have a

revenue stream. But it can be difficult to shift from realising this important fact to

implementing it in day-to-day business decisions and strategy.

A successful relationship with a customer is based on meeting or even exceeding

their needs. It is in determining what problems the customer has, and in providing

solutions, sometimes before the problem occurs. It depends on continually giving

the customer a reason to transact with your company above any other.

CRM should not only mean implementing customer-centric processes and consider

technology, but embracing customer-driven processes. Through innovations in digital technologies, enhanced customer engagement and the introduction of

mass personalisation, the customer can often drive the business.

8.4.1 Consumer touchpoints

Consumer touchpoints are all the points at which brands touch consumers’ lives

during their relationship. This is the starting point for all CRM – a brand needs

to speak with one voice across all of these touchpoints and deliver a rewarding

experience every time it interacts with its customers. Touchpoints can be brand initiated (for example, a brand sending an email newsletter) or customer initiated

(for example, the customer making a purchase in a store).

People don’t start out as customers; they begin as prospects – people who merely

view a business’s offering. Once a prospect has expressed interest, CRM can help

to convert them into a customer. Some people will always shop on price – they

need to be converted to loyal customers. Here brand perception and service are

often the differentiators. Consider the prospect who walks into a car dealership

and is given outstanding service. In this case, CRM – in the form of an aware and

trained sales force – can help turn a prospect into a customer.

A consumer touchpoint can be as simple as a print or banner ad. It can also be as

multifaceted as a conversation between a call centre agent and a customer. It can

be a timely tweet, or an outbound email giving the customer details about their

account. Even statements and bills are touchpoints – and need to be managed

carefully to ensure that the brand continues its relationship with the customer

successfully.

Customer touchpoints can generally be divided into three spheres or phases.

Pre-purchase or pre-usage covers the various ways brands and prospects interact before the prospect decides to conduct business with a company. The brand’s

goals here are to:

• Gain customers

• Heighten brand awareness

• Shape brand perceptions – to highlight the benefits it offers over competitors

• Indicate how the brand provides value and fulfils the needs and wants of

consumers

• Educate consumers about products and services

Purchase or usage covers the touchpoints at which the customer decides to purchase a product, use a service or convert according to set criteria, and initiates

the brand-customer relationship. The key goals are to:

• Instil confidence

• Deliver value

• Reinforce the purchase decision

• Heighten brand perceptions

CRM › Understanding customersCRM › A CRM model

80%

20%

Marketing

Conversion

Communication

Retain, win-back, cross-sell, up-sell Advocate

Bonded Customer

Customer

Prospect

Audience

NOTE

What does great customer service mean

for your brand? Each business is different,

and customers also have differing expectations

and needs.

206 207

Post-purchase or usage covers all the post-sale interactions between the brand and customer. Now, the brand wants to:

• Develop a relationship

• Maximise the customer experience

• Deliver on the brand promise

• Increase brand loyalty

• Remain top of mind

• Invite repeat purchases

8.4.2 Customer loyalty

The main objective of any CRM strategy should be to gain customer loyalty over

the long term. But what is loyalty? This may mean different things for different

organisations. Ultimately, it is about acquiring and retaining customers who:

• Have a projected lifetime value that makes them a valuable prospect to your

business

• Buy a variety of your products or use your services repeatedly during their

time as a customer

• Share their positive experiences with others

• Provide honest feedback on these products and services, and their experiences

• Collaborate with you on ways to improve their experiences

8.5 CRM and data

Data is central to the success of CRM initiatives. Knowing who your customer is and what they want makes a CRM strategy successful. Data gathering can begin even before your prospect becomes a customer. Matching a prospect’s profile to

the product or offer is the first step.

But data on its own is meaningless if it is not analysed and acted upon. Through

analysis, data can be turned into insights, which can then inform the various CRM

processes and, indeed, the business itself.

Data should be used to drive consumer loyalty across all possible touchpoints.

Consider the consumer who shops on her store card at a retail outlet. Her

transactions are recorded against her card – she is sent offers that detail the latest

fashion trends and earns points on her card shopping for these. At some point, her

transactional data shows that she has started shopping for baby clothes – she can

now be cross-sold products to do with babies, and rewarded with double points

when she buys them. Now she is upping her spend in the store, cross-shopping

for both herself and her family and being rewarded for this, thus ensuring that the

retail outlet is offering her value and retaining her business.

8.5.1 Customer data

A good CRM programme begins with data. Who are my customers and what do

they want? Why did they choose me in the first place? How many of them are

active, and continue doing business with me? Why do the others stop?

Often, you will need to research this information. If the company has a database,

conducting surveys, focus groups or dipstick telephonic research can help you get

an idea. Consider that an Audi Q7 driver is vastly different to an Audi A1 driver, for

instance. They both pick the brand for the same reasons, but their motivations

behind choosing the products vastly differ.

Data can give you these insights. It can enable a company to create real value

for the customer and thereby gain true loyalty. There is little point in running a

customer insights survey, looking at the results and saying “that’s interesting”

without putting into action any changes suggested by the results. It also means

customers are less likely to take part in surveys going forward, and quite rightly

so – what’s in it for them? Conversely, if you do action changes, customers will feel

increased ownership in the brand and its offering.

The actual database in which you choose to gather and collate data is also crucial.

Remember that there are many facets to CRM, and the quality and accessibility of

the data will have a major impact on how well these processes run.

When looking at data, it is essential to keep in mind the Pareto principle. The Pareto principle, or 80/20 rule, holds that in many situations approximately 80% of

profits are delivered by 20% of customers. Also keep in mind that 20% of customers

are responsible for 80% of problems related to service and supply (Koch, 2008).

This means designing solutions with efforts directed at the 20% of customers who

generate the most profits. To do this, you should segment customers effectively.

CRM › CRM and dataCRM › Understanding customers

NOTE

Read more about this in the Market Research chapter.

NOTE

Think of a brand that has extremely loyal fans - for example,

Apple, Nike or Harley Davidson. What do you

think the brand did that encouraged people to support them so

vocally?

208 209

You’ll also want to consider the exact data to collect. While this will depend largely

on your business objectives, here are some considerations:

• Information should be commercially relevant.

• Capture additional contact details from the customer at every interaction – on

purchases, contracts, negotiations, quotes, conversations and so on.

• Capture any information you send out to the customer.

• Consider anything that adds value to the relationship.

• Note any legal implications around capturing data, particularly web-based

behavioural data, as the user’s privacy must always be taken into account.

8.5.2 Where and how to gather CRM data

CRM data is gathered from a variety of touchpoints. Let’s look at some of the

possible opportunities for CRM data capture and analysis. Each avenue discussed

below collects a range of data from whichever touchpoints the business deems

valuable.

Traditional CRM system data Most traditional CRM systems are used to capture data for sales, support and

marketing purposes. On top of simply creating a central repository for data access,

these systems and their related databases also offer basic analytics. The actual

range of data collected within the traditional CRM system is dictated by the CRM

objectives. For instance, data could include:

• Demographic details on potential leads, current leads and contacts, such as

age, gender, income, etc.

• Quotes, sales, purchase orders and invoices (transactional data)

• Psychographic data on contacts such as customer values, attitudes,

interests, etc.

• Service and support records

• Customer reviews or satisfaction surveys

• Web registration data

• Shipping and fulfilment dates, such as when orders were shipped and delivered

Data mining Data mining involves analysing data to discover unknown patterns or connections.

It is usually conducted on large datasets and looks for patterns that are not obvious.

Data is analysed with statistical algorithms that look for correlations. It is used by

businesses to better understand customers and their behaviour, and then to use

this data to make more informed business decisions. For instance, women might

traditionally be shopping for nappies during the week. But on the weekend, men

become the primary nappy-shoppers. The things that they choose to purchase on

the weekend, such as beer or chips, might dictate different product placement in

a store over a weekend.

Analytics data Analytics data is generally captured through specialised analytics software

packages. These packages can be used to measure most, if not all, digital

marketing campaigns. Web analytics should always look at the various campaigns

being run. For example, generating high traffic volumes by employing CRM

marketing tactics like email marketing can prove to be a pointless and costly

exercise if the visitors that you drive to the site are leaving without achieving one

(or more) of your website’s goals.

Social media monitoring data There are many social media metrics that are important to monitor, measure and

analyse, and some of these can provide valuable insights for CRM implementation.

This can cover everything from quantitative data about number of fans and

interactions, to qualitative data about the sentiment towards your brand in the

social space.

8.5.3 Collating and organising your data

Typically, you’ll find that a business has:

• One or more databases – e.g. email, customer, mobile, or call centre

databases.

• A point of sale system where product purchase data is stored.

• Various forms of web data – from display or search networks, keyword

research, site analytics, social media or email marketing.

• Social media profiles on sites like Twitter, Facebook or LinkedIn (which can

also be considered databases of sorts).

CRM › CRM and dataCRM › CRM and data

NOTE

Read more about this in the Data Analytics chapter.

NOTE

Data mining is typically performed by computers, which can sift through massive amounts of data and find tiny (but significant) patterns that a human researcher may overlook.

210 211

CRM software can be used to automate lead and sales processes, and to collect

all of this customer information in a centralised place, allowing a company to get

a holistic view of the customer – from this, meaningful data insights can emerge.

Organisations can be large, and a customer often speaks to several members

of the organisation, depending on the nature of the communication. It would be

extremely frustrating for the customer to have to explain all previous dealings with

the organisation each time, and equally frustrating for an organisation not to know

who has spoken previously with a customer and what was dealt with. This could

be a touchpoint at which a company falls down, and leaves a less than positive

impression with the customer.

Fortunately, there are many technological options that help to record all this

information in one place. Most of these services can also schedule elements of the

sales process, and set reminders where appropriate for follow-up action.

Some notable examples include SalesForce (www.salesforce.com), Genius

(www.genius.com) and Highrise (www.highrisehq.com) from 37signals. Bespoke

technology tailored to business problems can have remarkable results.

8.5.4 Keeping data fresh

Call it what you will, but “stale”, “outdated” or “unhealthy” data doesn’t benefit

anyone. Some generic older data can help you assess trends over time, but

identifiable customer data is usually useless if not up to date. People move house,

update their contact numbers and email addresses, change jobs. They earn more

or less, stop working, start working, have kids, retire. All of these mean that

their needs change, and their contactability changes, so maintaining a customer

relationship and delivering the things they want becomes impossible.

So, how do you keep your data fresh?

For generic data (like web analytics), you must continuously monitor trends and note what causes changes over time. This is also useful for monitoring trends and identifying gaps in data when a business evolves. For instance, if you know that you

generally receive increased website and store visits during December, but your

sales drop, you know that you need to gather more data around your inventory and

in-store environment during that time.

Keeping identifiable data current means you need to facilitate regular dialogue

with contacts on your database. Whether it’s through a call centre, an online

prompt or a quick question at your in-store point of sale, there needs to be a plan

for updating details at regular intervals.

8.5.5 Analysing data for marketing

One of the most powerful features of interactions and transactions over the Internet

is that everything is tracked and recorded (see the Data Analytics and Conversion Optimisation chapters). This provides a wealth of data that can be analysed to make business decisions.

For CRM, this means that the customer acquisition source can be recorded and

analysed against sales data. This leads to a very accurate return on investment

(ROI) calculation and indicates where CRM and marketing efforts should be

focused.

ROI stands for return on investment – and it’s key to understanding whether

marketing efforts have been successful. Here’s a simple example: Company A

sells accounting software and makes R10 000 on each product it sells. It sends

an email to its customer base – people who have bought a previous version of the

software and might be interested in upgrading. The campaign has an overall cost

of R100 000. Of the 5 000 people who receive the email, 10% decide to buy. That

means it cost R200 to acquire each of the 500 customers. The company has made

R5 million – an ROI of 50:1.

The key to effective use of technology in CRM is integration. Ensure that all

channels can be tracked, and that information is usable to all parties within

an organisation. Knowing where your customers come from, but not what they

purchase, is pointless: these two metrics need to be compared in order to produce

actionable insights.

Analysing CRM data can aid marketing initiatives in a variety of ways:

• Campaign analysis – find out which marketing campaigns are leading to the

best returns so you can refine them and increase ROI

• Personalisation – customise your communications to each customer

• Event monitoring – tie offline events, like shows or sales, to your online

interactions and sales

• Predictive modelling – predict a customer’s future behaviour and meet this

need at the right time

• Improved customer segmentation, including:

o Customer lifetime value (CLV) analysis – predicting each customer’s

lifetime value and managing each segment appropriately (for example,

offering special deals and discounts)

CRM › CRM and dataCRM › CRM and data

NOTE

Read more about this in the Optimise chapters.

NOTE

Mobile marketing can play a key role in offline events - after all, the mobile phone is portable and connected to the internet, meaning that people can engage with a brand directly on location.

NOTE

Have you ever had a frustrating service

experience yourself as a customer? How did

you feel about the brand afterwards?

212 213

o Advanced customer profiles that identify certain behaviours, such as

big spenders or those who look for bargains by attending sales. This

information can be used to tailor marketing communications accordingly

o Customer prioritisation – target small groups of customers with

customised products and service offerings that are aligned to meet

customer needs, rather than simply generic current offerings. You

should craft specialised retention strategies for customers with the

highest CLV

o Identifying brand influencers and advocates. Consider the realm of

social media, where influencers are central to the spread of content.

Brands are increasingly prioritising relationship building with social

media influencers to build brand advocates who will help market the

business for them. By identifying which customers are providing the

most value and positively influencing others to become customers, you

can focus efforts towards them and increase their loyalty, creating true

brand advocates

Understanding customer lifetime value

CLV is the profitability of a customer over their entire relationship with the

business. Businesses need to look at long-term customer satisfaction and

relationship management, rather than short-term campaigns and quick wins

– this approach leads to increased value over the entire lifetime of a customer

and means that CLV is a metric central to any CRM initiative.

It’s important to look at your customer base and segment them according to

how often they purchase and how much they spend with your company. Very

often, customers who spend more cost more to acquire, but they might also

stay with the company for longer. Referrals made by a customer can also be

included as part of the revenue generated by the customer.

The key is to understand these costs and then target your CRM strategies

appropriately. CLV lets you decide what a particular type of customer is really

worth to your business, and then lets you decide how much you are willing to

spend to win or retain them.

For example, a potential customer looking to purchase a digital camera is likely

to search on Google for cameras. As a company selling digital cameras, your

excellent search advert and compelling offer attract the potential customer,

who clicks through to your website. Impressed with your product offering, the

user purchases a camera from you, and signs up to your email newsletter as

part of the payment process.

Analysing the amount spent on your search campaign against the sales

attributed to the campaign will give the cost per acquisition of each sale. In this

case, this is the cost of acquiring the new customer.

As the user’s now signed up to your newsletter, each month you send her

compelling information about products she might be interested in. These

newsletters could be focused on her obvious interest in photography, and

highlight additional products she can use with her new camera. The costs

associated with sending these emails are the costs of maintaining the

relationship with the customer. When she purchases from you again, these

costs can be measured against the repeat sales likely to be made over the

course of the customer’s lifetime.

Assuming that a customer buys a new camera every three years, moves up

from a basic model to a more expensive model, perhaps buys a video recorder

at a certain point – all of these allow a company to calculate a lifetime value and

ensure that their spending on a particular customer is justified.

CRM loyalty programs There is a difference between CRM and loyalty programmes – often loyalty

programmes actively seek to maintain customers by rewarding them with a

hard currency, like points. Loyalty programmes are designed to develop and

maintain customer relationships over a sustained period of time by rewarding them for every interaction with the brand – for instance, you may earn points on a purchase, for shopping on certain days, completing a survey, or choosing to

receive a statement by email.

Consider health insurer Discovery and their Vitality program: it aims to keep

customers healthy by rewarding them for health-related behaviours like exercising,

having regular check-ups, stopping smoking and buying fresh foods. By doing so,

it reduces the burden of ill-heath on the medical aid itself.

Not all loyalty programmes are created equal. Many brands have embraced them

as a way to improve their sales, and consumers have come to believe that they are

simply a way of extorting more money from them.

To create an effective loyalty programme, consider the following:

• Carefully calculate the earning and redemption rates of points – a loyalty programme needs to give the appearance of real value, while working within

the company’s profit projections

• Loyalty programmes are about engagement – you need to find a way to partner with the customer

CRM › CRM and dataCRM › CRM and data

NOTE

The reward you offer must be meaningful, relevant and valuable - in other words, something the customer really wants. They should also be exclusive to members of the loyalty programme, making them feel appreciated.

214 215

• Rewards are key to success – you need to reward the customer in a way that is real and desirable

• Customer care is important – technology allows for effective real-time conversations

• Data is central to success – you need to maintain accurate records in one central place

• Digital allows for innovation – this can apply to new payment technology, digital communications channels and more

• Trust is pivotal to success – customers need to know that their data is being protected and that you will honour your commitments

• Loyalty programmes are not quick wins – consider up-front how the programme might come to a close or you risk alienating and disappointing

customers and undoing any positive results

8.6 The benefits of CRM

At its core, effective CRM promises the following:

• Increased revenue and profitability

• Improved customer satisfaction and loyalty

• Improved service delivery and operational efficiencies

• Decreased acquisition costs – keeping churn low through CRM offsets the

need to spend as much on acquisition of new clients, while retention of

existing ones is cheaper for obvious reasons

Maintaining good customer relationships is critical to the success of a business.

The cost associated with acquiring a new customer is generally far higher than

the cost of maintaining an existing customer relationship. While an investment in

a CRM communication programme or platform can be large, these costs are often

offset over the increased revenue generated by encouraging repeat business.

8.6.1 Putting a value on CRM

Broadly, CRM can be looked at from:

• A marketing perspective – increasing the number of people who know about your service or product

• A cost perspective – decreasing the amount you spend on customers; it costs more to attract a new customer than maintain an existing one

• A sales perspective – turning the people who know about your service or product into people who have made a purchase

• A service perspective – ensuring people who have interacted with you are satisfied and delighted.

Effective CRM can also create a powerful new marketing and referral force for

a company: its happy customers. Delighting customers fosters positive word of mouth.

The first step to any CRM initiative is to understand the value of a customer

relationship to a business.

Relationship value = Revenue generated by customer – Cost

8.6.2 CRM implementations

CRM should infuse every aspect of a business (in the same way that marketing

should be integral to everything you do), but it is useful to look at the different ways

CRM is implemented.

Marketing • Conduct personalised targeting and profiling across a range of marketing

channels such as telemarketing, email marketing, social media marketing

and campaign management projects.

• Place the right mix of a company’s products and services in front of each

customer at the right time.

• Understand what customers do and want, matching that knowledge to

product and service information and measuring success.

Sales • Ensure the customer receives the correct product.

• Ensure correct sales-related processes are carried out within the

organisation. This could include:

o Client or campaign management

o Sales configuration (for configuring products, pricing, etc.)

CRM › The benefits of CRMCRM › CRM and data

NOTE

CRM systems let you be consistent in handling customer queries - an

essential aspect of trustworthiness and

good service.

216 217

o Call management

o Contact management

o Ad management

o Sales force automation (including territory)

o Account and lead management systems

• Enable all parties in the transaction to interact with one another.

• Include systems that put sales reps directly in touch with customers at the

point of sale.

Service and service fulfilment • Improve the service you give to current customers through:

o Email response management

o Social media support systems

o Telephony capabilities such as automatic call distribution

o Computer-telephony integration

o Queue/workflow management

o Interactive voice response and predictive dialling

• Include the development of problem resolution systems, workflow

automation and field service dispatch systems.

Services invoked by the customer • Create and manage systems or capabilities that can be directly invoked by

the customer:

o Web self-service

o Search

o Instant messaging

o Email queries

o Voice over IP (VoIP)

o Browser and application sharing

o Conferencing

o “Call me” capabilities

o Social media support

o Online forums

8.7 Social CRM

Widespread social media usage means that CRM has to be conducted in this forum

in order to deliver an all-round experience for the customer. Not only should social

media be integrated into any existing CRM strategy and looked at from a touchpoint

and channel perspective, but social media can also be used to drive CRM.

CRM should embrace the social customer – effectively summed up by social CRM

expert Paul Greenberg as follows:

“Social customers are not the customers of yore. They trust their peers, are connected via the web and mobile devices to those peers as much of a day as they would like. They expect information to be available to them on demand … They require transparency and authenticity from their peers and the companies they choose to deal with” (Greenberg, 2010).

Social media platforms allow customers to easily share their brand experience

(good or bad) with their online social connections, who in turn can share this

experience on. This means a potential word-of-mouth audience of millions

could witness a single user’s brand experience and weigh in on the situation.

Social customers place a great deal of value on the opinions of their peers, and

are more likely to look favourably on a brand, product or service if a peer has

recommended or praised it. In fact, the 2012 Edelman Trust Barometer, an annual

trust and credibility survey, saw trust in social media increase by 75%, noting that

respondents are placing more and more importance on information gathered from

this space (Edelman, 2012).

Brands have realised that they need to leverage this in their CRM strategies and

now understand that communication is not one way (from brand to consumer),

or even two way (between consumer and brand) but multi-directional (brand to consumer, consumer to brand, consumer to consumer).

The convergence of social media with CRM has been termed social CRM or CRM

2.0, and has developed into a field on its own.

8.7.1 Social CRM and support

Social customers are increasingly turning to social media channels for support.

With the immediate accessibility offered through mobile devices, they see this as

a convenient channel to communicate with brands. This means that brands need

to respond quickly and transparently to consumers’ questions, gripes and even

compliments. A support query going unanswered on Twitter, for instance, is likely

to cause frustration for the consumer, and prompt them to take a situation that is

already visible to other consumers even further, potentially causing a brand crisis.

CRM › Social CRMCRM › The benefits of CRM

NOTE

Providing a self-service support system can cut down on service

costs and empowers customers to find their

own solutions.

218 219

Brands should carefully consider whether all social media channels are

appropriate for them, and be prepared for any eventuality. Brands that are well

liked will generally have positive responses on social media, those that receive

a mediocre response from consumers will have a bit of a mixed bag, but those

that have a lot of support issues are likely to experience very large numbers of

complaints that need to be addressed.

Social support staff should have access to all the historical data relating to

customer issues – such as all the data collected about previous complaints and

reference numbers. In this way, they can respond directly to the consumer in the

social channel that they’ve selected and escalate the problem appropriately.

8.7.2 Social CRM and online monitoring

Social CRM can also make use of online reputation management and monitoring

tools. Online monitoring, or reputation management, entails knowing what is being

said about your organisation and ensuring that you are leading the conversation.

By using these tools, brands can rate and sort these mentions based on their

sentiment. This allows them to effectively test the temperature of the online

community’s feeling towards the brand, which can then guide any future action.

8.7.3 Customer-centric vs. customer-driven organisations

Effective CRM places the customer’s needs first in all dealings with the brand.

However, there is a vast difference between a customer-centric organisation and

a customer-driven one.

Placing the customer at the centre of an organisation’s business planning and

execution is different to having customers drive the direction of a business. Many

new, web-based businesses rely on the latter, and actively encourage customers

to take the lead and add value to the business.

Services such as Flickr (www.flickr.com) and Twitter (www.twitter.com) are user-

driven rather than user-centric. They provide tools that enable users to make the

service their own, often by allowing outside developers to create supplementary

services. So, Flickr users can export their images and use them to make custom

business cards on Moo (www.moo.com). There are many auxiliary services

based on Twitter such as analysis services (www.klout.com) and access services

(www.twhirl.org).

Savvy organisations can also provide tools to customers to drive their business,

passing on tasks to customers that might ordinarily have been performed by the

organisation. For example, many airlines now allow travellers to check in online

prior to arriving at the airport. As more travellers elect to check themselves in,

staff costs for airlines can be reduced. The travellers are doing the job for free (and

are getting a better experience too).

Figure 2. A CRM email reminder to check in for a flight, from airline EasyJet.

Customer-centric strategy, on the other hand, uses data to present the best

possible experience to the customer. Amazon’s collaborative filtering is an

example of a customer-centric approach. Using customer data, Amazon will share

products that you are more likely to prefer.

Figure 3. Amazon provides recommendations based on what customers with similar profiles are looking at.

CRM › Social CRMCRM › Social CRM

NOTE

Zappos, an online retailer based in the US,

has an excellent social media support strategy.

Have a look at twitter. com/Zappos_Service to see their personalised,

effective and positive support strategy in

action.

220 221

Customer-centric experiences are about personalisation: using data to create

a tailored experience for the customer. Customer-driven experiences are about

customisation: providing the tools that let a customer tailor their own experience.

8.8 Step-by-step guide to implementing a CRM strategy

8.8.1 Step 1 – Conduct a business needs analysis

A major part of determining where to begin with a CRM implementation is having

a clear understanding of the business needs, and where CRM would most benefit

the organisation. CRM touches on sales, marketing, customer service and support

both online and offline. It’s important to review the needs of each business area so

that you can determine your strategy for CRM.

Ideally you should have individual goals for each department – and all members

within the organisation should buy in to the strategy in order to drive it successfully,

from the highest rank to the lowest. Implementing successful CRM across the

organisation is a process, with stakeholders making decisions collectively and

sharing their views and needs. Decisions should be based on realistic budgets and

resources and full calculations carried out before any kind of loyalty currency is

decided upon.

8.8.2 Step 2 – Understand customer needs

CRM is about the customer. You might have identified a range of business needs,

but what about the needs of the customer?

Two elements of CRM in particular – service delivery and customer support – are actually all about meeting the needs of the customer. And what’s the best way of

determining customer needs? By asking them, of course. There are various ways

to find out what customers want, but in all of them, it is important to listen. Use

online monitoring tools and insights from social media to gather a more rounded view of what your customers think, feel and want. Look at past behaviour, churn

rates, successes – a detailed data mining exercise could also be on the cards, as

you will need to understand which of your customers is the most valuable and why.

8.8.3 Step 3 – Set objectives and measurements of success

CRM is a long-term commitment and you need to consider a long-term approach.

Depending on the business needs, your objectives and success measures could

include:

• Increasing customer numbers

• Increasing profitability per customer

• Increasing market share

• Improving responses to campaigns

• Raising customer satisfaction

• Improving end-to-end integration of the sales process cycle

The metrics you select for measurement will depend on these objectives.

There are numerous metrics that you can choose from when measuring your

performance, and the actual metrics you choose are generally referred to as your

key performance indicators (KPIs).

8.8.4 Step 4 – Determine how you will implement CRM

Once you’ve identified all of the objectives of your CRM implementation, you will

need to determine how you are actually going to roll it out. What channels will

you use? What touchpoints will you leverage? What data will you need for this?

And what tools will you need to gather this data and implement your initiatives

across these channels? How will you address the shift and communicate with your

internal stakeholders before you launch the initiative to your external ones?

You will need to make choices based on what is available to you, or what you intend

on embracing. The digital space offers a range of innovative spaces for CRM

delivery; you simply need to get creative in your execution.

8.8.5 Step 5 – Choose the right tools

There are lots of excellent CRM tools available, but these are useless without a

clear CRM strategy in place. You can only select your tools once you know what

your objectives are, what touchpoints and channels you are going to utilise and

what data you need to collect and analyse.

CRM › Step-by-step guide to implementing a CRM strategyCRM › Social CRM

NOTE

Read more about this in the Data Analytics chapter.

NOTE

Keep a close eye on consumer complaint sites

(like hellopeter.com) to identify any significant or

recurring issues.

222 223

CRM systems that gather information on customer preferences and needs, as well

as information on competitors and in the industry in general, let organisations

focus on providing customer solutions instead of simply pushing products.

We’ve outline a host of options in the Tools of the trade section below.

8.9 Tools of the trade

Collaborative CRM tools Collaborative CRM refers to a process that combines customer data across all facets of a company. For example, queries regularly submitted to the technical support or customer service arm of a business can be used to inform product

development and website content. Instead of various departments collecting their

own customer data and using this in isolation, data is collated so that all channels

make informed decisions based on the holistic customer experience.

MindTouch (www.mindtouch.com) is an example of a CRM product that offers

collaborative authoring. This means that multiple users can simultaneously edit

shared documents while maintaining an audit trail and version control.

Social CRM tools Social CRM tools perform a number of functions, from standardising the collection

of data from social media channels to automatically posting links and accepting

friend requests. These tools can also be used to identify customer sentiment

within social media channels.

BrandsEye (www.brandseye.com), Radian6 (www.radian6.com) and Simplify360

(www.simplify360.com) are examples of social CRM listening tools that collect

data on brand mentions across social media channels online, in real time.

Operational CRM tools Operational CRM tools deal with the most obvious channels that relate to customers: the front end of a business and its customer service. From a web technology point of view, operational CRM informs the website a customer sees as

well as their entire online user experience.

Two examples of operational CRM tools are OnContact (www.oncontact.com) and

Zoho CRM (www.zoho.com/crm).

Sales and marketing automation CRM tools Sales force automation uses CRM software to manage sales cycles and to collect customer sales data. The software enables businesses to track leads, schedule

transactions and communications with potential and existing customers, and

generate detailed reporting on the sales process.

Marketing automation tools identify current customers and use their response

information to manage email marketing lists. The tools can also identify prospects,

as well as unhappy customers.

HubSpot (www.hubspot.com) offers a marketing automation tool that allows

companies to generate and send behaviour-driven emails.

Analytical CRM tools Analytical CRM tools allow companies to record, save and investigate customer data to better understand customers through their behaviour. For instance, data collected about the nature of visits to your website can be used to make informed

decisions about where to focus attention based on customer behaviour. Past

purchasing behaviour of customers can be analysed to predict future purchasing

behaviour. Data can be used to segment customers and tailor communications.

These tools can help target marketing campaigns at customers and predict future

sales and customer spending.

KXEN (www.kxen.com) is a popular analytical CRM tool with the ability to forecast

customer behaviour and shed light on customer preferences and spending power.

It also allows you to tailor marketing campaigns to specific customers, segmented

by various demographics.

8.10 Case study: Fuji Xerox

8.10.1 One-line summary

Fuji Xerox Thailand uses a traditional CRM system to improve their sales process.

8.10.2 The problem

Due to organisational growth and an increase in services offered, Fuji Xerox Thailand needed

to find a more efficient way to gather and store customer data. The company was also under

pressure to provide better business forecasting, which relied heavily on their ability to analyse

accurate customer data (Sundae Solutions, 2012).

CRM › Case study: Fuji XeroxCRM › Step-by-step guide to implementing a CRM strategy

NOTE

Data can tell you what your customers are doing - it’s your job to investigate this and to determine why.

224 225

To achieve this, they decided to invest in a CRM system that would allow them to centrally store

information and capture everything in one place.

Up until that point, they had used Excel spreadsheets and paper systems to record data, which

lead to inaccuracies due to:

• Human error in recording in customer details

• Individual records being kept within different divisions

For the company this meant a loss of sales due to long turn-around times on quotes or discount

requests. It also meant that information silos created obstacles to formulating long-term business

strategies (Sundae Solutions, 2012).

8.10.3 The solution

By implementing an integrated CRM system, namely the Sage CRM solution, they created a

centralised repository for information. Fuji Xerox also needed a system that would integrate

well with their existing systems. These included an Oracle ERP system at the backend (Sundae

Solutions, 2012).

The Oracle ERP system is an enterprise resource planning software solution that enables

businesses to manage all facets of their organisation from development to manufacturing and

sales. The company was also using Microsoft Office on their desktops, which means the system

needed to integrate with Outlook calendars and email (Sundae Solutions, 2012).

The system offered contact and customer management functionality as well as sales force

automation, and placed the focus on the customer and their needs (Sundae Solutions, 2012).

By implementing a CRM system of this nature, Fuji Xerox essentially enabled the sales team to

manage their sales pipeline effectively.

Generally, CRM systems allow organisations to choose the exact sales process journey to follow

by inputting information such as:

• The industry

• How long the sales cycle is

• The qualifying criteria for a sale

• The nature of the sales and how big they are

• How many team members are involved in the process

• What experience they have in their field

• How much managers need to be involved

CRM › The bigger pictureCRM › Case study: Fuji Xerox

8.10.4 The results Through the new system, the sales team was empowered with information. This meant:

• More efficient sales management

• Speedier quotations

• Improved approvals processes

In the past, sales representatives could only submit quotes or discounts for approval to their

managers back at the office, which would take a few days and decrease the likelihood of sales

conversions. The new system meant sales representatives had software that would simulate

cost, profit and discounts immediately. This meant quick preparation of quotes and confidence in

knowing that these were accurate and made sound business sense.

The new CRM solution also meant quicker response times to sales and support queries, improving

customer experience (Sundae Solutions, 2012).

After implementing the system, the Fuji Xerox sales teams saw an 8% improvement in customer

satisfaction ratings. There was also clear revenue growth as a result of the initiative (Sundae

Solutions, 2012).

8.11 The bigger picture

Managing customer relationships should be built into every marketing tactic and activity you

perform, especially if your organisation has adopted CRM as an ongoing strategy to drive customer

retention. In the digital space, here are some to watch out for.

Successful email marketing is built on two very basic customer needs: privacy and permission. The very first step in using email to communicate with a customer is gaining their permission.

Data mining and segmenting customer databases allows email marketing to be tailored and

personalised. Email is often the primary point of contact for service-related messages.

Online advertising is a double-edged sword when it comes to CRM. It can be a very effective acquisition tool for new customers, but intrusive advertising can attract attention for all the wrong

reasons. Effective online advertising speaks to customers’ needs and presents solutions to them,

attracting attention without being overly intrusive. The key is to be relevant and useful wherever

possible.

Affiliate marketing started by making the most of existing relationships other parties have with potential customers. Affiliate marketing can be an excellent sales and acquisition channel, but is

not without its problems from a CRM perspective. Another entity is acquiring leads on your behalf,

which can mean a loss of control.

Search engine optimisation and search advertising start with customer intent. Existing customer data can indicate where to focus search engine marketing efforts, especially when it comes to

analysing how well a website caters to the intent indicated by a customer’s search term.

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CRM › ReferencesCRM › The bigger picture

Social media marketing is based on customer needs and preferences. It is also a powerful tool for turning delighted customers (who are expressive online) into advocates for an organisation.

Social media creates new communication channels for an organisation, enabling discussions and

customer service to take place where the customer feels most comfortable.

Effective web development and design starts with understanding and catering for customer needs, and should focus on the experience of the web user. Designing for customers first and

foremost gives web visitors a seamless experience - CRM data can tell you what your customers

need, and web experiences can support the customer journey. Web designers and developers can

also create sophisticated customer service portals to manage CRM, such as the Nike+ support

page: nikeplus.nike.com/plus/support.

Through all of the digital marketing tactics, effective analytics is the most useful CRM tool. It allows each channel to be measured on its merits, and the customers acquired by each channel

can be analysed.

8.12 Summary

Customer relationship management is the cornerstone of your interactions with customers. Digital

technology makes the process of discovering key insights seamless, effective and very useful, but

CRM cannot be restricted to only digital channels as customer interactions happen offline too.

There are many benefits to implementing a CRM strategy – from reduced customer service costs

to happier customers and more tailored and effective communications.

Naturally, understanding customers is the biggest outcome of CRM – and this understanding

leads to meeting their needs much more effectively, which in turn has direct bottom-line benefits

for the brand.

There are many facets to CRM that you should consider before deciding how you will approach it.

The key ones are:

• Brand touchpoints – how do customers interact with the brand, and vice versa?

• The tools you need for your business – operational CRM, analytical CRM, collaborative CRM and sales force automation are the main categories.

• What channels are available to you to communicate with your clients?

• Implementations – CRM can be implemented for sales, marketing and customer support and service fulfilment.

• What are the steps you need to take within your organisation to ensure a successful CRM strategy?

• What cost are you looking at – and what return on investment are you expecting?

• Your long-term aims – CRM is never a short-term solution.

• What are your data capabilities and needs – are you gathering the correct data, storing it correctly, updating it constantly and then analysing it for insights?

8.13 Case study questions

1. What type of CRM solution did Fuji Xerox implement?

2. Which pitfalls and problems did the new CRM system solve?

3. What other potential improvements could the CRM system make in the long term?

8.14 Chapter questions

1. How do you think CRM changed or evolved as social media rose to popularity?

2. Why do customers respond so positively to personalised communication?

3. What ethical problems do you think customers might raise with regards to behavioural

tracking?

8.15 Further reading

www.insidecrm.com – This useful website regularly posts white papers and reports breaking

down updates and developments in the field of CRM.

www.churchofthecustomer.com – This useful blog regularly features guest writers and experts in

the field of social media and CRM.

www.cluetrain.com – Home of the Cluetrain Manifesto, a set of guiding principles geared towards

conducting business in the digital world.

8.16 References

Edelman, 2012. Edelman Trust Barometer 2012. [Online] Available at: http://www.scribd.com/doc/79026497/2012-Edelman-Trust-Barometer-Executive-

Summary

[Accessed 8 May 2013].

Greenberg, P., 2010. The impact of CRM 2.0 on customer insight. Emerald Group Publishing Limited.

Koch, R., 2008. The 80/20 Principle: The Secret of Achieving More with Less. United States: Doubleday.

Sundae Solutions (10 April 2012) CRM Case Study: Fuji Xerox Thailand http://www.slideshare.net/sundaesolutions/crm-case-study-fuji-xerox-thailand

[Accessed 22 May 2012].

What’s inside: Understand how search engine optimisation has grown to be an important marketing tactic. Gain insight into the factors that affect the position of your

website in search results pages and how you can go about improving this.

09 Search Engine

Optimisation (SEO)

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9.1 Introduction With millions of people performing billions of searches each day to find content on

the Internet (Sullivan, 2013), it makes sense that marketers want their products

to be findable online. Search engines, the channels through which these searches

happen, use closely guarded algorithms to determine the results displayed.

Determining what factors these algorithms take into account has led to a growing

practice known as search engine optimisation.

Search engine optimisation (SEO) is the practice of optimising a website to

achieve the highest possible ranking on the search engine results pages (SERPs).

Someone who practices SEO professionally is also known as an SEO (search

engine optimiser).

Google says it uses more than 200 different factors in its algorithm to determine

relevance and ranking (Avellanosa, 2012). None of the major search engines

disclose the elements they use to rank pages, but there are many SEO practitioners

who spend time analysing patent applications to try to determine what these are.

SEO can be split into two distinct camps: white hat SEO and black hat SEO (with, of

course, some grey hat wearers in between). Black hat SEO refers to trying to game

the search engines. These SEOs use dubious means to achieve high rankings, and

their websites are occasionally blacklisted by the search engines. White hat SEO,

on the other hand, refers to working within the parameters set by search engines

to optimise a website for better user experience. Search engines want to send

users to the website that is best suited to their needs, so white hat SEO should

ensure that users can find what they are looking for.

In this chapter, you will learn:

• How search engines work and how they deliver results

• How to plan, research and implement an effective keyword strategy

across text and other content

• Techniques for link building, an essential aspect of SEO

• How specialised search – such as mobile, social and local search – can

affect your rankings, and how to optimise for these

9.2 Key terms and concepts

Term Definition

Alt text

Anchor text The visible, clickable text in a link.

App store optimisation (ASO)

The process of optimising mobile and web applications for the specific web stores in which they are distributed.

Backlink

All the links on other pages that will take the user to a specific web page. Each link to that specific page is known as an inbound/backlink. The number of backlinks influences your ranking, so the more backlinks the better – get linking!

Canonical The canonical version is the definitive version. In SEO, it refers to a definitive URL.

Domain name The easy-to-read name used to identify an IP address of a server that distinguishes it from other systems on the World Wide Web: our domain name is quirk.biz.

Flash A technology used to show video and animation on a website. It can be bandwidth heavy and unfriendly to search engine spiders.

Heading tags

Heading tags (H1, H2, H3, etc.) are standard elements used to define headings and subheadings on a web page. The number indicates the importance, so H1 tags are viewed by the spiders as being more important than H3 tags. Using target key phrases in your H tags is essential for effective SEO.

Home page The first page of any website. The home page gives users a glimpse into what your site is about – very much like the index in a book, or a magazine.

Hypertext Markup Language (HTML)

Certain HTML tags are used to structure the information and features within a web page.

Hyperlink A link in an electronic document that allows you, once you click on it, to follow the link to the relevant web page.

Internet Protocol (IP) address

The Internet Protocol (IP) address is an exclusive number that is used to represent every single computer in a network.

Search Engine Optimisation (SEO) › Key terms and conceptsSearch Engine Optimisation (SEO) › Introduction

NOTE

Other types of websites that rely on search, like YouTube and Facebook,

will have their own algorithms. Facebook’s

News Feed Algorithm, for example, uses

around 100 000 factors to rank and sort content that appears in a user’s

news feed.

232 233

Keyword frequency The number of times a keyword or key phrase appears on a website.

Key phrase Two or more words that are combined to form a search query - often referred to as keywords. It is usually better to optimise for a phrase rather than a single word.

Keyword rankings Where the keywords or phrases targeted by SEO rank in the search engine results – if your targeted terms do not appear on the first three pages, start worrying.

Landing page

The page a user reaches when clicking on a paid or organic search engine listing. The pages that have the most success are those that match up as closely as possible with the user’s search query.

Link A URL embedded on a web page. If you click on the link you will be taken to that page.

Link bait A technique for creating content that is specifically designed to attract links from other web pages.

Meta tags

Tags that tell search engine spiders what exactly a web page is about. It’s important that your meta tags are optimised for the targeted key phrases. Meta tags are made up of meta titles, descriptions and keywords.

PageRank Google’s secret algorithm for ranking web pages in search engine results pages.

Referrer

When a user clicks on a link from one site to another, the site the user has left is the referrer. Most browsers log the referrer’s URL in referrer strings. This information is vital in determining which queries are being used to find specific sites.

Robots.txt A file written and stored in the root directory of a website that restricts the search engine spiders from indexing certain pages of the website.

Search engine spiders Programs that travel the web, following links and building up the indexes of search engines.

Universal Resource Locator (URL)

A web address that is unique to every page on the Internet.

Usability A measure of how easy it is for a user to complete a desired task. Sites with excellent usability fare far better than those that are difficult to use.

XML sitemap A guide that search engines use to help them index a website, which indicates how many pages there are, how often they are updated and how important they are.

9.3 Understanding SEO

Search engines need to help users find what they’re looking for. To make sure they

list the best results first, they look for signals of:

• Popularity

• Authority

• Relevance

• Trust

• Importance

SEO, also called organic or natural optimisation, involves optimising websites

to achieve high rankings on search engines for certain selected key phrases.

Generally, techniques used for optimising on one search engine will also help

efforts across others.

How search engines work, according to Google:

“PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But Google looks at more than the sheer volume of votes, or links, a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves ‘important’ weigh more heavily and help to make other pages ‘important’.”

SEO can be divided into two main strategies:

1. On-page optimisation is achieved by making changes to the HTML code, content and structure of a website, making it more accessible for

search engines, and by extension, easier for users to find.

2. Off-page optimisation is generally focused on building links to the website, and covers activities like social media and digital PR.

SEO is an extremely effective way of generating new business to a site. It is a

continuous process and a way of thinking about how search engines see your

website, and how users use search engines to find your website. It’s search

psychology.

NOTE

A good place to keep track of Google search algorithm updates is this handy resource from Moz: moz.com/google- algorithm-change.

Search Engine Optimisation (SEO) › Understanding SEOSearch Engine Optimisation (SEO) › Key terms and concepts

234 235

Search engine optimisation is a fairly technical practice but it can easily be broken

down into five main areas:

• A search engine friendly website structure

• A well-researched list of key phrases

• Content optimised to target those key phrases

• Link popularity

• User insights

9.4 Search engine friendly website structure

Search engines encounter two kinds of obstacles:

• Technical challenges that prevent the search engine spider from

accessing content.

• A competitive marketing environment where everyone wants to rank

highly.

To ensure that search engines can access your content, you must remove technical

barriers. Those who want to achieve the best results must follow best practices.

These best practices are outlined in the chapter on Web Development and Design.

The key is to make sure that there are direct HTML links to each page you want the

search engines to index. The most important pages should be accessible directly

from the home page of your website.

The information architecture, or how content is planned and laid out, has

important usability and SEO implications. Users want to find what they are looking

for quickly and easily, while website owners want search engine spiders to be able

to access and index all applicable pages. In fact, Google has released an update

that penalises sites with poor user experience (such as no content above the fold,

or a high bounce rate) (Cutts, 2012).

There are times when user experience and SEO can be at odds with each other, but

usually if you focus on building usable, accessible websites, you have made them

search engine friendly as well.

Another technical challenge to search engines is Flash. For the most part, search

engines struggle to crawl and index Flash sites. There are some workarounds, but

the best approach from an SEO perspective is to avoid building sites or delivering

key content in Flash. Instead, use HTML5, which provides similar interactivity and

visuals while remaining easily crawlable.

The chapter on web development and design delves more deeply into building a

search engine friendly website.

9.5 SEO and key phrases

How do you start building your key phrase list? It requires a little thought and a fair

amount of research and insight, using tools that are readily available to help you

grow and refine your list of keywords.

Key phrases are the very foundation of search. When a user enters a query on

a search engine, he or she uses the words he or she thinks are relevant to the

search. The search engine then returns those pages it believes are most relevant

to the words the searcher used – and, increasingly, the implied meaning of the

search.

Search engines have built a sophisticated understanding of semantics and the way

in which we use language. So, if a user searches for ‘car rental’, the search engine

will look for pages that are relevant to ‘car rental’ as well as, possibly, ‘car hire’,

‘vehicle hire’, and so forth. Search engines have also built up knowledge around

common misspellings, synonyms and related searches.

Figure 1. Google delivers search results for logical synonyms.

Because of this, it is crucial that you implement keywords that are likely to be used

by their target audience. Websites need to appear when their potential customers

are searching for them. A large part of keyword research is understanding search

psychology. When we build our key phrase lists, we are tapping into the mental

process of searchers and putting together the right mix of keywords to target.

NOTE

Keyword or key phrase? These are usually used interchangeably to refer to single or multiple words used for optimising websites.

NOTE

Read more about this in the Web Development and Design chapter.

Search Engine Optimisation (SEO) › SEO and key phrasesSearch Engine Optimisation (SEO) › Understanding SEO

NOTE

Read more about this in the Web Development

and Design chapter.

NOTE

Read more about this in the User Experience

Design chapter.

236 237

There are four things to consider when choosing a keyword:

Search volume How many searchers are using that phrase to find what they want? For example,

there is an estimated monthly search volume of over 338 million for the keyword

‘hotel’, but an estimated 6 600 searches per month for a key phrase such as ‘Cape

Town Waterfront hotel’.

Figure 2. The AdWords Keyword Planner shows the volume of global and local monthly searches.

Competition How many other websites out there are targeting that same phrase? For example,

Google finds over 2 800 000 000 results for ‘hotel’, but only 3 210 000 for ‘Cape

Town Waterfront Hotel’.

Propensity to convert What is the likelihood that the searcher using that key phrase is going to convert

on your site? A conversion is a desired action taken by the visitor to your website.

Related to propensity to convert is the relevance of the selected term to what you

are offering. If you are selling rooms at a hotel at the V&A Waterfront, which of

the two terms (‘hotel’ or ‘Cape Town Waterfront hotel’) do you think will lead to a

higher rate of conversions?

Value per lead What is the average value per prospect attracted by the keyword? Depending on

the nature of your website, the average value per lead varies. Using the hotel

example again, consider these two terms:

‘luxury Cape Town hotel’ and ‘budget Cape Town hotel’

Both are terms used by someone wanting to book a hotel in Cape Town, but it is

likely that someone looking for a luxury hotel is intending to spend more. That

means that that particular lead has a higher value, particularly if you have a hotel-

booking website that offers a range of accommodation.

9.5.1 Step-by-step key phrase research

Step 1: Brainstorm Think about the words you would use to describe your business, and about the

questions or needs of your customers that it fulfils. How would someone ask for

what you are offering? Consider synonyms and misspellings as well.

Bear in mind that people may not ask for your services in the same way as you

describe them. You may sell ‘herbal infusions’, whereas most people would ask for

‘herbal teas’, and some might even request a ‘tisane’.

Even common words are often misspelt, and you may need to consider common

misspellings – for example, ‘jewelry’ or ‘morgage’.

Figure 3. Google returns relevant results even for common misspellings.

Step 2: Gather data Two ways in which to gather accurate key phrase data are to survey customers and

to look at your website referral logs.

Look to see what terms customers are already using to find you, and add those to

your list. If they are already sending you some traffic, it is worth seeing if you can

increase that traffic.

NOTE

If you’re researching keywords using the

Google AdWords Keyword Planner, note

that it reports only on paid search volume, not

on total volume.

NOTE

Misspellings are important, but consider what these tell you about the traffic you are getting – analyse this traffic to ensure that you’re getting quality visitors.

Search Engine Optimisation (SEO) › SEO and key phrasesSearch Engine Optimisation (SEO) › SEO and key phrases

238 239

Step 3: Use keyword research tools There are several tools available for keyword discovery, and some of them are free.

Some tools will scan your website and suggest keywords based on your current

content. Most will let you enter keywords, and will then return suggestions based

on past research data, along with:

• Similar keywords

• Common keywords used with that keyword

• Common misspellings

• Frequency of the keywords in search queries

• Industry-related keywords

• Keywords that are sending traffic to your competitors

• How many sites are targeting your keywords

See Tools of the Trade for some tools that you can use.

Bearing in mind the factors that make a good keyword, you need to aim for the right

mix of keywords. Low-volume terms with low levels of competition may be a good

way to get traffic in the short term, but don’t be scared off by bigger competition

in the high-value, high-volume areas. It may take longer to get there, but once you

do, the revenue can make it all worthwhile.

It is a good idea to create a spreadsheet of the list of keywords, along with additional

information about each one.

Keyword or phrase

Search volume

Competition Propensity to Convert

Value of Lead

Hotel 3,870 90% 2% $18

Luxury hotels 345 80% 35% $35

Figure 4. Keep a spreadsheet of targeted keywords for reference.

This will help you to choose the right keywords to target. These lists should be

created for the whole website, and can then be broken down for each page you

want to optimise.

9.5.2 Optimising content for key phrases Once keywords and phrases are selected, we need to ensure the site contains

content to target them. You must ensure that the content is properly structured

and that it sends signals of relevance. Content is the most important part of your

website: create relevant, targeted content aimed at your selected key phrases.

As you know from the content strategy chapter, content already has several roles

to play on your site:

• It must provide information to visitors.

• It must engage with them.

• It must persuade them to do what you want.

Now it must also send signals of relevance to search engines. You need to use the

keywords on the content page in a way that search engines will pick up, and users

will understand.

Each web page should be optimised for two to three key phrases: the primary key

phrase, the secondary and the tertiary. A page can be optimised for up to five key

phrases, but it is better to have more niche pages than fewer unfocused pages.

Here are some guidelines:

1. Title tag: use the key phrase in the title and as close to the beginning as possible.

2. H1 header tag: use the key phrase in the header tag, and as much as possible in the other H tags.

3. Body content: use the key phrase at least three times, more if there is a lot of content and it makes sense to. You should aim for about 350

words of content. But don’t overdo it! That could look like spam to the

search engines.

4. Bold: use <strong> tags around the keyword at least once.

5. URL: try to use the key phrase in your page URL.

6. Meta description: use it at least once in the meta description of the page, which should entice users to clickthrough to your site from the

SERP.

7. Link anchor text: try to ensure that the keyword is used in the anchor text of the pages linking to you.

8. Domain name: if possible, use the key phrase in your domain name.

NOTE

Try it now: Pick one of the tools listed at the

end of the chapter and try a little of your own

keyword research. Can you discover any useful

keywords that your favourite brand should

be using?

Search Engine Optimisation (SEO) › SEO and key phrasesSearch Engine Optimisation (SEO) › SEO and key phrases

NOTE

Read more about this in the Content Marketing Strategy chapter.

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Optimising media Images, video and other digital assets should also be optimised with the relevant

keywords. Search engines cannot decipher multimedia content as well as text, so

they rely on the way that media is described to determine what it is about. Screen

readers also read out these descriptions, which can help visually impaired users

make sense of a website. In addition, media such as images and video are often

also shown on the SERPs. Proper optimisation can give a brand more ownership of

the SERP real estate, and can also be used effectively to target competitive terms.

Just as rich media can help emphasise the content on a page to a visitor, they can

also help search engines to rank pages, provided they are labelled correctly.

Here are some ways to optimise images with key phrases for SEO:

• Use descriptive, keyword-filled filenames.

• Use specific alt tags and title attributes.

• Add meta information to the image. Make sure this information is

relevant.

• Use descriptive captions, and keep relevant copy close to the

corresponding media. For example, an image caption and neighbouring

text will help to describe content of the image.

• Make sure that the header tags and images are relevant to each other.

Also think about what other digital assets you have, and whether these can be

optimised in line with your key phrase strategy. For example, consider app store

optimisation (ASO) – the process of optimising your mobile and web apps for the

specific web stores they are distributed in.

Here are some ways in which you can optimise your apps:

• Give your app a catchy name that also includes your most important

keyword or phrase.

• Include a distinctive, recognisable and clear icon.

• Spell out the features and benefits clearly, including key phrases where

possible.

• In your app store listing, add links to your major social media platforms

and your website – and don’t forget to link the other way too!

• Include as much meta data as you can, including tags, categories and

descriptions (this will depend on the app store in question) (Bulygin,

2013).

Figure 5. An example of a page targeting the phrase ‘handmade bags’.

The best way to ensure results is to focus on writing quality content while sticking

to a few guidelines on tags and URLs. Remember, you want search engines to

rank you highly for your content, but you also want to ensure that the content is a

pleasure to read.

Regularly adding fresh, valuable content will also encourage the search engines to

crawl your site more frequently.

Use your website and its pages to establish and reinforce themes. Information can

always be arranged in some kind of hierarchical structure. Just as a single page

can have a heading and then get broken down into sub-headings, a large website

can have main themes that get broken down into sub-themes. Search engines will

see these themes and recognise your website as one with rich content.

9.6 Link popularity

Links are a vital part of how the Internet works. The purpose of a link is to allow a

user to go from one web page to another. Search engines, doing their best to mimic

the behaviour of humans, also follow links.

Search Engine Optimisation (SEO) › Link popularitySearch Engine Optimisation (SEO) › SEO and key phrases

NOTE

Read more about this in the Video Marketing

chapter.

NOTE

As search engines become ever more sophisticated and user focused, creating entertaining and readable copy will be much more important than simply including keywords in your text.

242 243

Besides allowing search engine spiders to find websites, links are a way of

validating relevance and indicating importance. When one page links to another,

it is as if that page is voting or vouching for the destination page. Generally, the

more votes a website receives, the more trusted it becomes, the more important it

is deemed, and the better it will rank on search engines.

Links help send signals of trust. Signals of trust can come only from a third-party source. Few people will trust someone who says, “Don’t worry, you can trust me!”

unless someone else, who is already trusted, says, “Don’t worry, I know him well.

You can trust him.” It is the same with links and search engines. Trusted sites can

transfer trust to unknown sites via links.

Links help to validate relevance. Text links, by their very nature, contain text (thank you, Captain Obvious). The text that makes up the link can help validate

relevance. A link such as ‘Cape Town hotel’ sends the message that, “You can

trust that the destination site is relevant to the term ‘Cape Town hotel’.” If the

destination web page has already used content to send a signal of relevance, the

link simply validates that signal.

9.6.1 The parts of a link

Here is the HTML code for a link:

<a href=“http://www.targeturl.com/targetpage.htm”>Anchor Text</a>

• <a href> and </a> are HTML tags that show where the link starts and

ends.

• http://www.targeturl.com/targetpage.htm is the page that the link leads

to. You should make sure that you are linking to a relevant page in your

site, and not just to the home page.

• Anchor Text is the visible text that forms the link. This is the text that

should contain the key phrase you are targeting.

The link sends a signal that the target URL is important for the subject used in the

anchor text.

There is a lot more information that can be included in this anatomy, such as

instructions telling the search engine not to follow the link, or instructions to the

browser on whether the link should open in a new window or not.

<a href=“http://www.targeturl.com/targetpage.htm” rel=“nofollow”>Anchor Text</a>

• rel=“nofollow” can be included in links when you don’t want to vouch for

the target URL. Search engines do not count nofollow links for ranking

purposes. This was introduced by Google to try to combat comment

spam.

9.6.2 Not all links are created equal

Of course, not all links are equal. While link volume is the number of links coming

to a specific page of your site, link authority looks at the value of the links. Some

sites are more trusted than others. So, if they are more trusted, then links from

those sites are worth more. Likewise, some sites are more relevant than others to

specific terms. The more relevant a site, the more value is transferred by the link.

Well-known and established news sites, government sites (.gov) and university

domains (.ac) are examples of sites from which links can carry more weighting.

Links form websites that have a higher PageRank also carry more link weight.

Figure 6. Links from universities and government bodies carry more weight.

Search algorithms also consider relationships between linked sites. By analysing

various things, the search engines try to determine if the links are natural links,

or if they are manipulative, artificial links created solely for ranking purposes.

Manipulated links are worth very little compared to natural links and may even

lead to a drop in search engine rankings.

The search engine algorithm will also determine the relevancy of the referring

website to the site being linked to. The more relevant the sites are to each other,

the better.

Also consider that linking to valuable, relevant external resources can help to

improve the visibility of your own site.

9.6.3 How does a website get more links?

With links playing such a vital role in search engine rankings and traffic for a

website, everyone wants more of them. There are certainly dubious means of

generating links, most of which can actually result in being penalised by the search

engines. However, here are some ways for ethical and honest website owners and

marketers (and that’s what you are) to go about increasing links to their websites.

DISCUSSION

Why are government and university websites considered to have more authority? What sorts of websites would they be likely to link to?

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Create excellent, valuable content that others want to read If people find your site useful, they are more likely to link to it. It is not necessary

(or possible) to try to write content that will appeal to the whole of the Internet

population. Focus on being the best in the industry you are in, and in providing

value to the members of that community. Make sure that valuable content is

themed around your key phrases.

Figure 7. Ensure that you create remarkable, valuable content that people want to link to.

Infographics are visual and graphic representations of data, and are a popular type

of content that is useful to users, and can encourage lots of traffic and inbound

links.

Create tools and documents that others want to use Interview experts in your field, and host those interviews on your website. Create

useful PDF guides for your industry that people can download from your site. Think

outside the box for quirky, relevant items that people will link to. Calculators are

popular tools, and we don’t just mean the ones that add two and two together. If

you have a website selling diet books, for example, create a tool which helps users

to calculate their body mass index (BMI) and target weight. Importantly, be unique!

Figure 8. The BBC website has several interactive elements, such as this BMI calculator.

Create games Creating a game that people want to play is a great way to generate links. Make

sure that the theme of the game is based on the key phrases for your website, so

that when others talk about and link to the game, they are using your key phrases.

Capitalise on software and widgets Widgets, browser extensions and other software that users love to use all help

to generate links for a website. Quirk has released a Mozilla Firefox extension

called SearchStatus that is exceptionally useful to the SEO community. Each time

someone mentions this SEO tool, they link to Quirk. People also like to include

fun widgets in their forum signatures – create a widget, make sure that the link is

included, and let people spread these around the web for you.

Figure 9. A forum user has included a widget in their signature, linking to an external website.

Search Engine Optimisation (SEO) › Link popularitySearch Engine Optimisation (SEO) › Link popularity

NOTE

Be creative! The best link-building strategies are those that provide value and automate the linking process as much as possible. The easier it is for someone to share your link, the more likely they are to do it.

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9.6.4 Competitor analysis

You can find out who is linking to your competitors, and which non-competing sites

are ranking highly for your key phrases. Use this information to identify sites to

target for link requests.

Using Google search, the following search operators can be used to find these

links and websites:

• Link:url.com

• Link:http://www.url.com/page.html

• Link:url.com –site:url.com

With all link-building tactics, make sure that you use your key phrases when

communicating. You will be telling people how to link to you, and ensuring that

search engines notice your authority.

9.7 User insights

Search engines want their results to be highly relevant to web users, to make

sure that web users keep returning to the search engine for future searches. And

the best way to establish what is relevant to users? By looking at how they use

websites, of course!

User data is the most effective way of judging the true relevance and value of a

website. For example, if users arrive on a website and leave immediately, chances

are it wasn’t relevant to their query in the first place. However, if a user repeatedly

visits a website and spends a long time there, it is probably extremely relevant.

When it comes to search engines, relevant, valuable sites are promoted, and

irrelevant sites are demoted.

How do search engines access this data? Search engines use cookies to maintain a history of a user’s search activity. This

will include keywords used, and websites visited from the search engine. Search

engines gather data on the clickthrough rate of results, and on bounce rates.

Site speed, that is, the performance of your website, is a contributing factor to

ranking in Google. Google confirmed in April 2010 at this was one of over 200

ranking signals (Singhal, 2010).

So, what does this mean for SEO? When it comes to a website, it must:

• Be valuable enough to attract both visitors and links naturally

• Retain visitors and make sure they return to the website

• Convert visitors

9.7.1 Social and search

Social information is playing an ever-increasing role in search. Social content,

such as Twitter messages or YouTube videos, can appear in the SERPs, and there

is a growing indication of social influence on search rankings.

There are several social factors to consider when it comes to social and search.

Figure 10. A Google search for Coca-Cola turns up several social media profiles.

1. Use social media properties to dominate brand SERPs. When someone searches for your brand name, you can use your social media

properties to ‘own’ more of the results on that page, reducing the likelihood

that a user will end up on a competitor’s website instead. Use your brand

name when naming Twitter and Flickr profiles, and Facebook and YouTube

pages.

2. Social links are used as signals of relevance. Links from social sites such as Twitter include “rel=nofollow”. However, there

is a strong indication that these links are in fact followed by search engines,

and are used to determine relevance. If you focus on creating great content

on your site and making sure that it is easy to share socially, you should see a

result in your SEO efforts.

3. Personalised results are influenced by your online social network. If you are logged in to a social network while searching (Facebook for Bing, or

your Gmail account for Google), you could see results from or influenced by

your social circle. In Bing, for instance, results can include indications of what

your friends have previously liked or shared via Facebook. On Google, you may

be more likely to see your friend’s blog for relevant searches.

NOTE

Try it now: Type in the URL of a brand you like

along with one of the search operators above.

How many sites are linking to them?

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4. Optimise for social search engines. While Google is the biggest search engine worldwide, YouTube is the second

biggest. Even within social properties, users still use search to find the content

they are looking for. Content that is housed on these properties should be

optimised for the relevant social search engine as well.

Figure 11. A YouTube search for ‘Chrysler’ turns up official branded videos in the top positions.

9.7.2 Mobile search

As web-enabled mobile devices continue to grow in the market, and become

easier to use, mobile search remains a key growth area. Mobile searches tend to

be different from desktop searches. They are more navigational in nature (users

tend to know where they want to end up), and users are often looking for concise,

actionable answers.

Mobile search input can also be different from desktop search. As well as typing

in search keywords, mobile users can search by voice, or by using images or

scanning barcodes.

As with mobile web development, mobile SEO is a little different from desktop

SEO, although the fundamental principles remain the same. Build usable and

accessible sites with great content, and you’ve already come a long way.

Where there are differences in approach for mobile SEO, these are largely because:

• Search engines have the ability to deliver precise location-based results

to mobile users.

• Usability is critical in sites for mobile devices.

• Search engines have less data to work with (compared to traditional

web) in terms of site history, traffic, and inbound links.

The fundamentals of mobile SEO are not so different to those of desktop SEO.

1. A usable, crawlable site is very important. Build mobile versions of your website that cater for mobile users: simple

navigation and content stripped down to only what is required.

2. Content is important, and should be formatted for mobile usage. Text and images should be optimised for the mobile experience – so no large

file sizes! The meta data still matters: titles and descriptions are what users

see in the SERPs.

3. Links are important. You should link to your mobile site from your desktop site and vice versa.

Submit your mobile site to relevant mobile directories.

4. Submit a mobile XML sitemap. Mobile-specific sitemaps use the same protocols as standard XML sitemaps,

with the addition of a mobile tag.

5. Use the word ‘mobile’ on the mobile website, or use mobile top-level domains. Make it explicit to search engines that this is the mobile version of your

website, and they are more likely to prioritise it as such.

9.7.3 Local search

Local search refers to search behaviour and results where location matters. Either

results returned are local in nature, or results returned can be map based.

With blended SERPs, map-based results can be returned together with other types

of results, depending on the type of search. As search engines become ever more

sophisticated, location can be inferred and influence the type of results.

Search Engine Optimisation (SEO) › User insightsSearch Engine Optimisation (SEO) › User insights

NOTE

Read more about this in the Social Media Strategy

chapter.

NOTE

Read more about this in the Web Development

and Design chapter.

NOTE

Why is usability so important for mobile SEO?

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Figure 12. A Google search for ‘pizza in Florence’ turns up a range of location-based results, displayed on a map.

For example, a user may search for ‘plumber london’, and the search will know

to return results for London plumbers. These may even be returned on a map.

However, a user in London may search just for ‘plumber’. The search can infer

from the user’s IP address that the user is in London, and still return results for

London plumbers (since someone searching for this term is likely to be looking for

a nearby service).

For search engines to return location-relevant results, they need to know the

location of things being searched for. This is often determined from sites that

include the name and address of a business. Note that this site may not be yours.

Location results are often determined from various review sites, and the results

can include some of those reviews.

Search engines also allow businesses to ‘claim’ their locations. A business can

verify itself through a process with the search engine, and ensure that location

information is correct. Google+ Local is a good example of this – the business can

claim a listing, add their details, and even receive reviews.

Figure 13. A Google search for a specific business reveals its Google+ Local page in the SERP.

9.8 What not to do

Black hat SEO refers to practices that attempt to game the search engines. If a

search engine uncovers a website using unethical practices to achieve search

engine rankings, it is likely to remove that website from its index.

Google publishes guidelines for webmasters, available through Google’s

Webmaster Central (www.google.com/webmasters). As well as outlining best

practice principles, Google has supplied the following list of don’ts:

• Avoid hidden text or hidden links.

• Don’t use cloaking or sneaky redirects.

• Don’t send automated queries to Google.

• Don’t load pages with irrelevant keywords.

• Don’t create multiple pages, subdomains, or domains with substantially

duplicated content.

NOTE

Have a look for a location that’s related to your business and see whether a Google+ page has been automatically set up by Google for it.

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• Don’t create pages that include malicious behaviours such as phishing

or installing viruses, trojans, or other malware.

• Avoid ‘doorway’ pages created just for search engines or other ‘cookie

cutter’ approaches, such as affiliate programmes with little or no

original content. If your site participates in an affiliate programme,

make sure that your site adds value. Provide unique and relevant

content that gives users a reason to visit your site first.

• Avoid link farms and focus on attracting quality, valuable links.

The bottom line: design websites for users first and foremost, and don’t try to trick

the search engines. It will only be a matter of time before they uncover the black

hat techniques.

9.9 Tools of the trade

There are a number of tools available to assist with SEO. Some are made available

by search engines, and some are developed by agencies and individuals who

specialise in SEO. Most are available for free.

Google Webmaster Tools www.google.com/webmasters

Google provides guidelines to webmasters, and tools to help ensure your website

is being indexed.

Open Site Explorer www.opensiteexplorer.org

Moz provides a useful tool called Open Site Explorer, which can help you

determine the value of links from particular sites.

Tools from SEOBook tools.seobook.com

SEOBook provides a number of tools that assist any SEO. For example, Rank

Checker is a Firefox extension that allows you to save a number of keywords and

to perform regular searches on them, giving you the ranking of your chosen URL

for each keyword in the search engines selected. They also have tools to help

with keyword discovery.

Keyword discovery tools There are a number of tools available, some free and some paid for, to assist with

keyword discovery. Some include:

Google AdWords Keyword Planner adwords.google.com/keywordplanner

Trellian’s Keyword Discovery Tool www.keyworddiscovery.com

Wordtracker www.wordtracker.com

Wordtracker Keyword Questions freekeywords.wordtracker.com/keyword-questions/

Microsoft Advertising Intelligence advertise.bingads.microsoft.com/en-us/bing-ads-intelligence

SEO PowerSuite Rank Tracker (the trial version has limited functionality) link-assistant.com

Online forums Webmaster World (www.webmasterworld.com) is frequented by SEOs and

webmasters aiming to stay current with latest trends and search engine updates.

Google Merchant Center www.google.com/merchants The Google Merchant Center allows you to mark up any products you sell through

eCommerce, ensuring that they also rank for relevant search results.

SearchStatus SearchStatus (www.quirk.biz/searchstatus) allows you to see a given website’s

Alexa and PageRank rankings.

9.10 Benefits and challenges

Optimising a website for search engines should entail optimising the website for

users. Done properly, it should result in a better user experience, while ensuring

that search engines index and rank the website well.

However, it can be tempting to focus on the technicalities of SEO while forgetting

that both robots and humans need to read the same website. One should not be

sacrificed for the other.

Search engines update their algorithms regularly. Each update is an attempt

to improve search results, but can result in loss of rankings for some websites,

depending on the update. A contingency plan, such as a prepared search

advertising campaign, needs to be in place to cope with a sudden drop in rankings.

As with any digital marketing practice, SEO should not be the only focus of digital

marketing efforts. It works best when part of a holistic online marketing strategy.

Search Engine Optimisation (SEO) › Benefits and challengesSearch Engine Optimisation (SEO) › What not to do

NOTE

Read more about this in the Affiliate Marketing

chapter.

NOTE

The SEO community is constantly sharing insights about search algorithms - whenever a new one is released, do some research into the best ways to avoid being penalised.

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• Viewpoints.com removed over 300 non-product-related categories (totalling 90 000

reviews) to focus on their core offering of product reviews.

• They focused strongly on optimising for mobile and social channels, echoing Google’s own

search focus.

• To improve site credibility, they eliminated over 15 unnecessary features from product

pages, enforced user logins for reviewers, and completely redesigned the pages to be

more usable.

Figure 14. The old Viewpoints.com product review page.

9.11 Case study: Viewpoints.com and the Panda update

9.11.1 One-liner

Viewpoints.com recovers from a Google SEO update that halved its traffic and reinvents its

business.

9.11.2 The problem

Viewpoints.com is an online portal for consumer reviews and product rankings. Launched in

2007, the website became very popular and, by 2011, was doubling its traffic year on year and had

attracted over 2.7 million unique users. The site housed over 600 000 original product reviews that

had been personally written by its 250 000 members, and the site was always run with good SEO

practices taken into account.

In 2011, Google announced that it would be launching a new algorithm update called Panda – the

aim was to penalise websites that were merely content and link farms and that did not provide

any value to searchers. As mentioned in the notes, search engines are constantly tweaking their

algorithms to stay a step ahead of SEO spammers and exploits, and the Panda update was another

attempt to ensure Google was serving the most relevant and useful results.

Despite their good SEO practices, Viewpoints.com unexpectedly lost around 50% of their organic

search traffic from one day to the next – because of the new rules of the Panda update. The

company was then faced with the following challenges. They had to:

1. Understand what it was about their site that was harming rankings

2. Develop short- and long-term strategies to tackle these issues

3. Revamp the website user experience in line with the algorithm update

9.11.3 The solution

Viewpoints.com realised that it would take more than just a few little tweaks to fix their rankings

– this would require a radical rethink of their entire approach to the website. They took on a multi-

pronged approach and made some massive changes.

• In three months, they implemented quick fixes such as removing 40% of the ads on the

site, improving the site speed threefold, and deleting over 80 000 low-quality reviews.

• To combat apparently thin content pages, they amalgamated short reviews onto single

pages, eliminating over 600 000 unique pages from the site. Users were also given a

minimum review length to cut down on one-line reviews.

Search Engine Optimisation (SEO) › Case study: Viewpoints.com and the Panda updateSearch Engine Optimisation (SEO) › Case study: Viewpoints.com and the Panda update

256 257

Figure 15. The new Viewpoints.com product review page.

9.11.4 The results

Viewpoints.com did manage to recapture the vast majority of their earlier traffic. But more

importantly, their business was improved as a result. They also challenged some fundamental

issues with their website – which resulted in a more useable, user-friendly and contemporary site

that delivered exactly what it promised (Moog, 2012).

9.12 The bigger picture

Search engine optimisation can be influenced and enhanced by most other digital marketing

campaigns, and they should all be approached with this in mind.

SEO and content marketing go hand in hand, since SEO relies on fresh, relevant and popular

content, and content marketing can be informed by SEO key phrases and insights.

For example, search advertising campaigns can provide valuable keyword research, which can

then be fed into the SEO strategy. Social media marketing can generate an enormous amount of

links to a website. Digital PR aims to generate links too, and these can be optimised for search

engines.

User research and web analytics can generate insights into how users find the website, which

can inform SEO strategy – and effective SEO techniques can provide insights into user behaviour.

9.13 Summary

The average website receives a significant proportion of its traffic from search engines, highlighting

the importance of SEO.

There are two types of search results:

• Organic or natural results

• Paid results

SEO aims to improve a website’s ranking in the organic results. Search engine optimisation is a

fairly technical practice but it can easily be broken down into five main areas:

1. A search engine friendly website structure

2. A well-researched list of key phrases

3. Content optimised to target those key phrases

4. Link popularity

5. User insights

Growing trends in SEO include the influence of social content on search results, mobile SEO and

local search.

9.14 Case study questions

1. Why do search engines constantly update their algorithms?

2. What were the key mistakes that Viewpoints.com was making?

3. Why were their solutions so effective?

4. Do you think search engine algorithm updates can help businesses become better at what

they do?

Search Engine Optimisation (SEO) › Case study questionsSearch Engine Optimisation (SEO) › Case study: Viewpoints.com and the Panda update

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9.15 Chapter questions

1. Why do links send signals of trust to search engines?

2. Why is it better to have more niche pages of content than fewer pages that cover a lot of

content?

3. How can analysing the links to a competitor’s website help aid your own link building

strategy?

4. Why is it important for search engines to keep updating their algorithms?

5. If meta data are no longer used for ranking purposes, why do they still have an important

role in SEO?

9.16 Further reading

www.moz.com – Moz provides regular articles, guides and blog posts covering all things SEO. As

well as sharing insights from their own SEO efforts, there are also vibrant forums where you can

learn from others.

www.seobook.com – Aaron Wall’s SEOBook.com provides training and tools for SEO, as well as

regular articles and posts.

www.webmasterworld.com – a forum for webmasters, from beginners to those who’ve been

around. A great resource for a budding SEO.

9.17 References

Avellanosa, N., 2012. Half of 200 Signals in Google’s Ranking Algorithm Revealed. [Online] Available at: http://blogirature.com/2012/07/01/half-of-200-signals-in-googles-ranking-

algorithm-revealed/

[Accessed 4 April 2013].

Bulygin, D., 2013. App Store Optimization Infographic – How To Promote Your App. [Online] Available at: http://trendblog.net/app-store-optimization-infographic-how-to-promote-your-app/

[Accessed 4 April 2013].

Cutts, M., 2012. Page layout algorithum improvement. [Online] Available at: http://googlewebmastercentral.blogspot.com/2012/01/page-layout-algorithm-

improvement.html

[Accessed 4 April 2013].

Google , n.d. webmasters. [Online] Available at: http://www.google.com/webmasters/

[Accessed 4 April 2013].

Moog, M., 2012. One Year Later: How Google Panda Changed Our Business. [Online] Available at: http://techcrunch.com/2012/03/03/how-google-panda-changed-our-business/

[Accessed 4 March 2013].

Singhal, A., 2010. Using site speed in web search ranking. [Online] Available at: http://googlewebmastercentral.blogspot.com/2010/04/using-site-speed-in-web-

search-ranking.html

[Accessed 4 April 2013].

Sullivan, D., 2013. Google Still World’s Most Popular Search Engine By Far, But Share Of Unique Searchers Dips Slightly. [Online] Available at: http://searchengineland.com/google-worlds-most-popular-search-engine-148089

[Accessed 4 April 2013].

Search Engine Optimisation (SEO) › ReferencesSearch Engine Optimisation (SEO) › Chapter questions

What’s inside: An introduction to search advertising is followed by a look at the elements that make up a search advert. Learn how to target properly the people you are

intending to reach. A practical guide will get you started on managing your own search

advertising campaigns and utilising demographic and behavioural targeting, as well as

tracking on your campaigns.

10 Search

Advertising

264 265

10.1 Introduction Search advertising, also called pay-per-click (PPC) advertising, is a way to

advertise your business or product directly on search engine results pages, where

the advertiser pays only for each click on their advert.

Search advertising continues to evolve, and formats available range from simple

text adverts through to rich media banners and even video adverts. PPC advertising

revolutionised the online advertising industry, and today, search advertising

generates 95% of Google’s revenue (Peterson, 2013).

Adverts on search engines are easy to spot – they’re clearly labelled as advertising

and are separated from organic search results. They can appear on the top of the

results page, usually in a box, and also on the right hand side of the results page.

Figure 1. Search adverts appearing in a search for digital marketing.

Search advertising on search engines is keyword based – this means that it is

triggered by the search term that a user enters into a search engine. Advertisers

target the keywords for which they want to appear.

For the advertiser, the beauty of search advertising is that adverts are displayed

when potential customers are already expressing intent – they are searching for

a product or service. It allows advertisers to present their offering to a potential

customer who is already in the buying cycle.

Google is, by a wide margin, the leader in the search advertising field; because of

this, the chapter is very Google-centric, though the same principle should apply to

any other search advertising platforms. Other platforms to be aware of are Bing,

Yahoo and Baidu.

In this chapter, you will learn:

• How to put together a search advert

• How to target your search ad at relevant users

• The process of bidding on key phrases and how this affects your ranking

• How to plan, set up and run your own search advertising campaign

10.2 Key terms and concepts

Term Definition

Clickthrough A click on a text ad link that leads to a website.

Clickthrough rate (CTR) The total clicks on a link divided by the number of times that ad link has been shown, expressed as a percentage.

Conversion rate The number of conversions divided by the number of visitors, expressed as a percentage.

Cost per action (CPA) The amount paid when a certain action is performed by a user.

Cost per click (CPC) The amount paid when a link is clicked on.

Google AdWords Google’s search advertising program, which allows advertisers to display their adverts on relevant search results and across Google’s content network.

Impression Each time an advert is shown.

Key phrase Two or more words that are combined to form a search query - often referred to as keywords.

Keyword A word found in a search query. For example, a search for ‘blue widgets’ includes the keywords ‘blue’ and ‘widgets’.

Organic results Also known as natural results. Search results served by the search engine’s algorithm. The search engine does not charge website owners to list these results.

Paid search advertising Usually refers to advertising on search engines, sometimes called PPC advertising. The advertiser pays only for each click on the advert.

Search Advertising › Key terms and conceptsSearch Advertising › Introduction

266 267

Quality score (QS) A measure used by Google AdWords to indicate how relevant a keyword is to an ad text and to a user’s search query.

Return on investment (ROI)

The ratio of profit to cost.

Search term The keywords a user enters when searching on a search engine.

Search engine results page (SERP)

The actual results returned to the user based on the search query.

Sponsored results Search engine results that are paid for by the advertiser.

10.3 Advertising in search

Search engines display results to search queries based on proprietary algorithms.

Each major search engine uses its own formula to determine what results to

display for any term. According to PEW Internet, 73% of all Americans use search

engines, and 59% of them use search engines daily; on top of that, 91% of people

who use search engines say that they find the information they are looking for most

or all of the time (Purcell, et al., 2012). With search engines getting so much traffic,

and delivering so much value, they need to find a way of generating revenue.

With so many search engines out there, which platform should you choose?

There are some small differences from platform to platform in terms of editorial

policy, and each system has a different user interface. There is some theory that

different platforms are better for different industries, for example, that Yahoo fares

better than Google on travel advertising. However, this is subjective, and most

large advertisers will run PPC campaigns on a number of platforms. As with most

things in digital marketing, it is all about testing.

Google AdWords is the best known and is considered the industry standard; it

allows users to transact in the currency of their choice, is tied to a comprehensive

analytics tool, and offers training programmes and certifications. Google AdWords

also currently has the best contextual and geographical targeting worldwide,

although geo-targeting is also offered by Bing Ads, Facebook Ads, LinkedIn Ads

and YouTube video ads (which is closely linked to AdWords).

10.3.1 Structuring your search advertising campaign

When you start running search advertising, you shouldn’t just create a whole

stream of ads – you need to have a plan.

Your AdWords account is your home for all the ads you are currently running, and it

should be structured to reflect your business and marketing strategy. Within your

account, organise your search adverts in groupings – called campaigns – according

to your strategy and the ads you are running. Within each campaign, you should

have ad groups – these are sets of ads that have a common characteristic or focus.

For example, if you are selling books online, you may have ad groups focused

around a specific genre, author, event and special offer, as well as some ad groups

around general themes such as promoting local stores, or making online sales.

Figure 2. The main constituents of an AdWords campaign. (Source: Google, 2008)

Structuring your account in this way will help you to easily oversee your advertising

spend, determine the effectiveness of your ads, manage your ads and bids, and

switch off any ads that aren’t working effectively.

Search Advertising › Advertising in searchSearch Advertising › Key terms and concepts

NOTE

Many search advertisers create ad groups for branded terms, competitor terms and generic key phrases related to the industry.

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10.4 The elements of a search ad Basic search adverts all follow a similar format:

Heading

Two lines of advert copy.

Sometimes shown on one line.

www.DisplayURL.com

Ad extension

As you can see, these consist of several elements – the key is to make these work

together harmoniously in order to get searchers to click through to your website.

The three main components are:

• Keyword-optimised ad text

• The link to your owned property (website, social media platform,

content)

• Ad extensions

10.4.1 Ad text

The ad text is the main component of a search ad. Search engines limit the

characters in each line. There are also restrictions on what you are allowed to

write in an advert. Here are some of the editorial guidelines from Google AdWords:

• Heading: maximum of 25 characters

• Line 1: maximum of 35 characters

• Line 2: maximum of 35 characters

• Display URL: maximum of 35 characters

• No repeated exclamation marks.

• No word may be written in capitals only.

• No nonsense words may be used.

• No claims of ‘best’, ‘number one’ or superlatives may be used unless

they can be verified by a reliable third-party source.

• Product numbers may be used.

• No phone numbers allowed in the copy.

Writing effective copy For most PPC adverts, the advert copy is the only tool available to attract attention,

convey a message and entice action. This is why writing effective advert copy is

such an important skill for search advertising.

People who are searching for something usually have a specific intent – they

are looking for information, guidance, comparisons, tools, or solutions to their

problems. It’s important to understand why somebody would look for your brand

or product – and what keywords they would use to find it – when crafting your

search ads. Look at the considerations for choosing keywords that are covered in

the Search Engine Optimisation chapter – these often overlap.

Use compelling and well-crafted Calls to Action so that users know what to do and what to expect: ‘try now’, ‘sign up now’, ‘buy now’.

Many advertisers test offers in the advert copy, such as a discount or limited-

time voucher. Product or service benefits make for good advert copy, such as free

shipping, secure shopping or fast delivery.

If you are running many ads at once, it can be quite a lot of work to create unique

copy for each one. Dynamic keyword insertion (inserting the search keyword

dynamically into the advert copy that appears) or using the keyword in the advert

copy can help. Dynamic keyword insertion takes the keyword in your campaign that

matches with the user search query and inserts it into the ad automatically. This

way, the ad looks more relevant to the user than a generic ad. The search engine

will mark words that match the search term in bold, making the advert stand out

a little bit more.

The downside of using dynamic keyword insertion is that you have less control

over when an ad is shown to a user, and the results may not be as good as with a

standard SEM campaign. The goal is to generate as many clicks as possible, but

sometimes the advertiser is better off with fewer, high-quality clicks that generate

actual sales.

Search Advertising › The elements of a search adSearch Advertising › The elements of a search ad

NOTE

Read more about this in the Search Engine Optimisation chapter.

NOTE

Read more about this in the Writing for Digital chapter.

NOTE

These character limits and guidelines are very

strict - if you fail to adhere to them, Google

simply won’t publish the ad.

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The long tail Moz, a respected SEO blog, asserts that 70% of searches on the web are unique

(Moz, 2012). This means that the sum of searches that are unique is higher than

the sum of non-unique searches. Looking a little more closely at search terms will

show a small number of high-volume searches, and then a large number of lower

volume searches stretching out to those unique searches.

Figure 3. An example of long tail keywords.

This is sometimes referred to as the long tail of search. Discovering these low-

volume, niche search terms can do wonders for a search advertising campaign.

Generally there is not much competition for these search terms, and the search

term itself is very much targeted, so it will likely be cheaper to bid on and may yield

a high conversion rate. While long-tail phrases are generally cheaper and lead to a

higher rate of conversions, you will need to use a much larger number of them to

make up for the lower traffic volume that they generate.

Also consider that search engine users may be at various stages of the buying

cycle, and it could be worthwhile to craft a long-tail keyword strategy targeting

those who are at the end of the buying cycle and know specifically what they are

looking for.

For example, if you sell cameras, targeting the term ‘camera’ may not bring in

much targeted traffic (since someone searching for ‘camera’ may be looking

for information, pictures, price comparisons, or even something completely

unrelated). But someone looking for ‘buy Canon DSLR camera in London’ has a

clear intention in mind and could be a great target for advertising.

10.4.2 Display URL

Search ads allow you to include a display URL. The URL shown is not necessarily

the URL that the user will click through to – the display URL (what is shown on the

advert) actually directs to the destination URL (what the actual URL of the page is).

The display URL is sometimes also called a vanity URL.

Figure 4. A Google search advert with a clear display URL.

The display URL must be the same domain as the destination URL. Google will

show only one advert per domain.

The page that the user is taken to is called the landing page, which can be any page

on your website, not necessarily the home page. The aim should be to send users

to a web page that is as specific to their search, and the PPC advert, as possible.

This is known as deep-linking.

Landing pages Search advertising is not just about creating adverts and bidding for keywords. The

process continues once a user has clicked on your advert. The page that the user

reaches by clicking on an advert is called a landing page – either an existing page

on your website, or a new custom-built page for the campaign at hand (useful if

you are running a competition or special offer).

Coffee

Coffee Beans

Medium Roast Coffee Beans

Vacuum Pack Coffee Beans

Medium Roast Coffee Beans Vacuum Pack

Search Advertising › The elements of a search adSearch Advertising › The elements of a search ad

NOTE

The display URL should be short, clear and meaningful to the viewer. It should indicate what type of page the user will be taken to if they click.

NOTE

What’s more important to your brand - a high

volume of traffic, or a smaller number of qualified leads?

Consider your strategy when deciding whether to use short or long-tail

keywords.

272 273

Figure 5. The Social Safe landing and home page.

Landing pages can make or break an advertising campaign. Poorly executed PPC

campaigns will send all users to the home page of a website. Campaigns that

convert will make sure that users land on a page that is relevant to their search

with a very visible Call to Action. The aim is to keep the user as focused on the goal

– conversion – as possible. Sending users to the home page gives them too many

other options to choose from.

For example, if someone searched for ‘Canon EOS 450D’, a poorly run campaign

would send that user to www.canon.co.uk.

A better campaign would have the user clicking through to www.canon.co.uk/For_

Home/Product_Finder/Cameras/Digital_SLR/EOS_450D/index.asp.

Landing pages also indicate relevance to the search engine, which can increase

the Quality Score of the advert, and in turn lower the cost per click (CPC) of the

keyword. Adding keyword-rich pages to the website can also have SEO benefits.

PPC campaigns often have thousands of keywords, which can mean that you will

have a lot of landing pages to build. Creating dynamic landing pages means that

with a simple script, unique keyword-rich landing pages can be created for every

search. The script will take the keyword that the searcher has used, and insert it

in predefined places on the landing page. The user will then be landing on a page

that is highly relevant to their search.

10.4.3 Ad Extensions

Google offers several ways to add value or information to search adverts. These

are referred to as Ad Extensions. For a search advertiser, the Ad Extensions offer

a way to get additional information into a search advert without affecting standard

advert copy limits.

AdWords currently offers seven text Ad Extensions:

1. Location Extensions

Location extensions allow you to add location information and maps to your

advert. To use the extensions, you can either insert your address manually

or link your AdWords account to your Google+ Local (www.google.com/local)

account.

Figure 6. A location extension.

NOTE

Google is constantly testing and adding new Ad Extensions – check in often to see what’s new.

Search Advertising › The elements of a search adSearch Advertising › The elements of a search ad

NOTE

Read more about this in the Search Engine Optimisation chapter.

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2. Call Extensions

The call extension allows you to display a local phone number in a line below

the standard text advert. This is particularly effective in mobile ads, where the

user can click and call directly from their phone.

Figure 7. A call extension. (Source: Google)

3. Social Extensions

The social extension indicates how many Google+ users have +1ed or followed

the brand. This provides added social relevance on search results and is also

a contributor to ad quality score.

Figure 8. A social extension. (Source: Google)

4. Seller Ratings

Google will match the domain used in the advert to review sites and display

rating information together with your text ad. This is very useful if you have

excellent ratings!

Figure 9. A seller rating extension. (Source: Google)

5. Sitelinks

Sitelinks allow you to display up to six additional links, each with a unique

destination URL, with your advert. Each link is limited to 35 characters.

Sitelinks allow you to direct users to more relevant areas of your website, all

from one advert. They are suitable for advertising on more general or branded

keywords.

Figure 10. An example of an advert with sitelinks extensions. (Source: Google)

6. Offer Extensions

By linking your AdWords account to your Google Merchant Center account

and supplying a product feed, you are able to include product images in your

search adverts when available. This is particularly useful for eCommerce

advertisers.

Figure 11. An offer extension. (Source: Google)

7. Image Extensions

At the time of writing, these are still in beta, with only a few advertisers

allowed to use them. These allow images in ads to extend, so that advertisers

can promote products through an image directly from the ad itself.

Figure 12. An example of an image ad extension. (Source: Google)

Search Advertising › The elements of a search adSearch Advertising › The elements of a search ad

NOTE

Read more about this in the Social Media Channels chapter.

NOTE

Not all countries have access to the Google Merchant Center - check in occasionally to see if yours has been added.

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10.5 Targeting options

Search adverts are targeted in a variety of ways, depending on how you want to

reach your intended audience. Targeting your adverts means you know that the

traffic you are getting is relevant to your product.

10.5.1 Keywords and match types

It’s not enough simply to pick the right keywords; you need to know about the

different ways in which the search engine interprets and matches the search term

to your chosen keyword.

Most search engines require the advertiser to enter the search keywords for which

their advert should appear.

Considering the massive volume of searches conducted every day, it would be

impossible to determine all the possible terms potential customers might use to

find you. That is why there are different keyword match types for search advertising.

Google AdWords using the following match types:

• Broad match

• Broad match modifier

• Phrase match

• Exact match

• Negative match

Broad match means that your advert will appear for the keywords you have entered, as well as search terms that contain your keywords and any other words

in any order, as well as some variations of your keywords (such as misspellings

and synonyms).

The broad match modifier is an additional targeting option that gives you tighter control than broad match (by excluding synonyms but including other versions of

the word, such as plurals. It’s implemented with a + before the keyword.

Phrase match, which is denoted with quotation marks around the keywords (‘phrase match’) means that your advert will appear only for search terms that

have your keywords in them, in the same order, though other words may also be

in the search term.

Exact match, denoted by square brackets ([exact match]), means that the advert will appear for search terms only exactly the same as the keywords selected.

Negative match, denoted by using a dash in front of the keywords (–negative), means that your advert will not appear in searches using that word, no matter

what other words are used.

Figure 13. How search engines interpret and match search terms. (Source: Google)

Advertisers can assign as many keywords as they want to an advert, but only one

advert for each URL will be shown. If two advertisers are bidding to show adverts

for the same domain, only one will be shown. Which advert will be shown is based

on the bids being placed and on the quality of the adverts – more on that later.

10.5.2 Language and location targeting

Search engines have versions customised for specific regions and languages,

based on the user’s settings and where in the world they are searching from. As

a search marketer, you can choose the language and the location of the search

engine to target. This is known as geo-targeting.

For example, you may want your advert to show only to English searches in Asia,

or to French searches in Johannesburg. Targeting your advert means that your ads

won’t be seen by people outside your target area, and you won’t pay for traffic that

you cannot convert into customers.

10.5.3 Behavioural and demographic targeting

Search advertising can also be targeted based on personal behaviour.

Search Advertising › Targeting optionsSearch Advertising › Targeting options

NOTE

These queries are similar to those used in online monitoring, also called ORM. Read more about this in the Market

Research chapter.

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Using AdWords, you can re-target visitors who came to your site via an AdWords

advert based on actions that they took. This means that if someone came to

your site, but did not complete a purchase, you can target adverts to them in the

SERPs (or through other online advertising channels, such as the Google Display

Network). This is called re-marketing or re-targeting, and can be very effective

for remaining top of mind until the user is ready to convert. It is usually advisable

to cap the number of times a re-marketing ad is shown to an individual to avoid

annoying them.

10.6 Bidding and ranking for search ads

As you know, search adverts are charged on a per-click basis. The cost that you

pay for every click is determined by a variety of factors, and is based on a bidding

system.

The different advertising platforms offer advanced bidding options, all aimed at

helping you to run your advertising campaign better. You can bid for placement on

the SERP, or you can bid based on how much you are willing to pay per click. You

are also able to tailor your approach to, for example, bidding for adverts during

certain times of the day only.

Search advertising is usually run as a Vickrey auction model, so advertisers place

bids to appear based on certain criteria. The advertising platform determines when

adverts are eligible to appear and serves them as appropriate. The advertiser then

pays the advertising platform when their advert is clicked on.

Advertiser Bid price CPC

A2 $3.00 $2.51

A1 $2.50 $2.36

A3 $2.35 $2.06

Figure 14. Three advertisers bidding on the same key phrase.

With search advertising, the advertiser:

• Creates the copy for an advertisement.

• Determines the landing page for the advert.

• Selects the keywords or criteria for which that advertisement should

appear.

• Chooses the maximum amount – the cost per click (CPC) – that they are

willing to pay for a click on the advert.

The advertising platform:

• Checks the advert for compliance with editorial guidelines.

• Displays the advert for relevant search queries or other criteria.

• Determines the rank of the advert based on the advertiser’s maximum

bid and the relevance of the advert (which includes factors such as

clickthrough rate, ad copy, keyword and landing page relevance).

• In Google AdWords, as well as deciding on your CPC bids for your

keywords, you are able to set budgets for your campaign. You can

set daily budgets, monthly budgets, or no budget. Once your total is

reached, your adverts no longer run, so you can be sure that you never

overspend. If you are concerned about overspending, you can set a daily

budget. However, this can mean that your adverts do not run as often as

you would like them to.

10.6.1 Conversion and clickthrough rates

Search engines look at factors such as relevancy to try to ensure that it is not just

advertisers with deep pockets that can land the top ad listing. Search engines need

to ensure that users find the adverts relevant, otherwise they’ll be less likely to

click on them – and no click means no revenue for the search engine.

Studies repeatedly show that those adverts nearer the top of the page attract the

highest clickthrough rates (CTRs) (Soames, 2013). Competition for these top spots

can be fierce and the cost per click can be very high.

Ads at the top of a page generally have the following qualities:

• They are very relevant to a user’s search query.

• The consistently perform well, with high CTRs over time.

• The CPC bid is competitive and outbids other ads of the same quality.

(Google AdWords, 2013)

Search Advertising › Bidding and ranking for search adsSearch Advertising › Targeting options

NOTE

Read more about this in the Online Advertising

chapter.

NOTE

A Vickrey action is a sealed auction where

bidders do not know what bids others have

placed.

280 281

Figure 15. An image illustrating clickthrough and conversion rates.

You may think that more clicks are better, but is this necessarily the case? Being

in the top position means that you may pay more per click. When your advertising

budget is limited, it is often more cost effective not to bid too much for your

keywords and to occupy the lower ad positions. Because you’ll pay less per click,

you can achieve more clicks (and potential customers) for your limited search

advertising budget.

Advertisers need to consider what a user does after clicking through to the

advertiser’s website from the search engine. When planning a search advertising

campaign, it is therefore crucial to set the goals of the campaign upfront, and

make sure that these are attainable. With a goal set up, the advertiser can track

how many of the users that clickthrough to the website follow through to that goal.

This is called a conversion.

Goals can be:

• Buying a product

• Filling in a form or quote

• Downloading a white paper

• Sending an enquiry

• Booking a flight

We know that the CTR of an advert is the number of clicks out of the total

impressions.

The conversion rate of an advert is conversions divided by clicks.

The cost per action (or the cost per each conversion) is the total cost of the

campaign, divided by the number of conversions.

The average cost per click is the total cost of the campaign divided by the number

of clicks.

As the advertiser, you also need to know the value of each conversion. If the value

of a conversion is less than the cost of achieving it, you effectively lose money with

every conversion. Knowing the value to your business of a conversion will enable

you to run search advertising campaigns profitably.

Impressions Clicks CPC Total Cost CTR Conversions Conversion Rate CPA

A 1134 55 $ 0.89 $ 48.95 5% 5 9% $ 9.79

B 1134 123 $ 1.36 $167.28 11% 11 9% $ 15.21

C 2256 225 $ 0.89 $ 200.25 10% 11 5% $ 18.20

Figure 16. Adjusting bidding strategies based on business principles.

10.6.2 The bidding process

Advertisers need to determine the maximum they are willing to pay for a click on

their advert, and they need to decide this for each keyword they enter for an advert.

This bid is the maximum cost per click (max CPC).

However, this will not necessarily be the CPC that the advertiser must pay for a click. Every time a search query is entered, the search engine runs an auction to

determine the placement of the adverts where advertisers have bid on that search

term. This auction is known as a Generalised Second Price (GSP) auction, which is

a variation on the Vickrey auction.

In the GSP auction, each advertiser will pay the bid of the advertiser below him,

plus a standard increment (typically $0.01), for a click on their advert.

Say three advertisers, A1, A2 and A3, bid $2.50, $3.00 and $2.35 respectively on the

same keyword. The search engine has set a minimum price of $2.05 on that same

keyword. Here is how the adverts would be positioned, and what they would each

pay for a click:

Advertiser Bid price CPC

A2 $3.00 $2.51

A1 $2.50 $2.36

A3 $2.35 $2.06

Conversion - took action on the website

Impression - “saw” the advert

Conversion Rate = Conversions / Clicks %

Clickthrough Rate = Clicks / Impressions %

Click - clicked on the advert

Search Advertising › Bidding and ranking for search adsSearch Advertising › Bidding and ranking for search ads

NOTE

A goal can be anything that is valuable to your brand - it doesn’t have

to be a direct sale.

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10.6.3 AdWords Quality Score

When it comes to ranking, of course, it’s not quite as simple as that (it rarely is!).

As well as the bid an advertiser places on a keyword, the search engine will take a

number of other factors into account. In the case of Google AdWords, this is known

as Quality Score. Quality Score is applied on a keyword, ad group and account

level. It is important that your entire account has a good Quality Score, as it affects

ranking and the cost per click.

The Quality Score is determined by, among other factors:

• The relevance of the keyword to the search term.

• The relevance of the advert copy to the search term.

• The relevance of the landing page to the search term.

• The historic CTR of that advert.

Quality Score is ranked as follows:

• Great (8, 9, 10): Keyword is very relevant and QS needs no improvement.

• OK (5, 6, 7): Keyword is relevant, but can still benefit from a higher QS.

• Poor (1, 2, 3, 4): This keyword isn’t very relevant and QS needs

improvement.

Another way to think of the Quality Score is as a discount that is applied to your

campaign. For instance, an advert with a great Quality Score can achieve a top

position at a lower bid than a competing ad with a poor Quality Score; for example,

an advertiser with a Quality Score of 5 will have to pay twice as much for a certain

position as an advertiser with a Quality Score of 10.

10.7 Tracking

In order to report on campaigns all the way through to conversion, you need to

use appropriate conversion tracking. Conversion tracking is usually accomplished

with a small tracking pixel that is placed on the conversion confirmation page of

the website.

Google AdWords offers conversion tracking tags, which will allow you to report

on AdWords campaigns from impression through to conversion. The AdWords

interface provides a wide range of useful reports.

In order to track many other networks, however, third-party tracking needs to be

used. Most ad serving technology will also enable pay-per-click tracking (usually at

a nominal additional cost per click). If you are running display campaigns through

these networks as well, this has the benefit of reporting on how the campaigns

might influence each other.

If you are sending traffic to a website that uses Google Analytics, you can use

campaign tracking to track and report on campaigns that are driving traffic to the

site. You can link your AdWords and Analytics accounts to share information across

these platforms (such as the cost paid per click in Google Analytics and some basic

analytics information in AdWords).

10.8 Planning and setting up a search advertising campaign

1. Do your homework For a successful campaign, you need a full online and offline analysis of the

business, customer demographics, industry and competitors. While it is relatively

quick to set up a campaign, pre-planning will show dividends later. You need a

brand, an identity and a clear, unique selling point. You get only three lines to

advertise, so you need to make sure you know what must be included and how to

make the most impact.

2. Define your goals You need to know what you want to achieve with your search advertising campaign.

Branding campaigns, for example, are very different from campaigns to increase

sales. What do you want users to do once they click on your advert?

3. Budget, cost per action (CPA) and targets Determine how much you are willing to spend to achieve your goal – your target

CPA. Decide how much budget you are going to allocate to your search advertising

campaign. If your goal is to increase revenue, your budget may be unlimited as

long as revenue is increasing and you are within your target CPA.

4. Keyword research You need to determine what keywords potential customers are likely to use when

searching for the service that you offer. Along with that, you need to know:

• What common misspellings a customer might use.

• What words would show that they are not likely to purchase from you

(words such as ‘free’ and ‘cheap’).

Search Advertising › Planning and setting up a search advertising campaignSearch Advertising › Bidding and ranking for search ads

NOTE

To check your Quality Score, log in to your

AdWords account. Click on ‘Campaigns’, select the ‘Keyword’ tab and

hover your mouse cursor over the little white speech bubble

icon next to a keyword.

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As part of your keyword research, you need to look at expected volumes for your

keywords, so you know how to bid. There are also tools that will show you similar

or related keywords, so you can expand your keyword list even further. See Tools of the trade (below) for some suggestions.

5. Write the adverts Using your keyword research, write compelling adverts to promote your products.

Adverts can be unique to one keyword, or you can group them and have a number

of keywords for one advert.

Make sure you use an appropriate display URL, and that you target the landing

page for each advert.

6. Place your bids Based on your goals and keyword research, set the maximum bids for your

keywords. Don’t set these too high at this stage – you’ll tweak the bids as you test

your campaign. That being said, don’t make them too low either, or you won’t get

much traffic, and it could affect your Quality Score. Test your ad to find the right

balance in line with your goals. AdWords also provides tools that can help guide

your decisions.

7. Tracking Get your tracking tags in place, especially any conversion tracking tags.

8. Measure, analyse, test, optimise! With tracking in place, you can analyse your ROI down to a keyword level, and then

focus your campaign and budget on the keywords that are converting best.

Consider seeing how changing the text, image or video of your advert can increase

the CTR, or your conversion rate. Test different landing pages to see what converts

better.

Test the networks too. Your Bing campaign may perform better than Google, or

your Facebook account may drive cheaper traffic. Always keep your goals in mind

and work, work, work to achieve them.

10.9 Tools of the trade

The foundation of search marketing is keyword research, and there are a number

of tools that will help you grow your keyword list, and also to determine keyword

volumes. Some are free and some are paid for. All these tools should be used as

guidelines only – they usually provide trends and estimates rather than specific

values. Test the data with your own campaigns to determine what works best for

you.

Keyword volume tools • www.freekeywords.wordtracker.com

• tools.seobook.com/general/keyword

Keyword suggestion tools • adwords.google.com/keywordplanner (free account required)

• www.keyworddiscovery.com/search.html

• tools.seobook.com/keyword-tools/seobook/

Google AdWords has an Ad Preview Tool, which allows you to see whether your

advert is appearing on the page (without using the search engine and thereby

skewing quality score data). This can be accessed at adwords.google.com/select/

AdTargetingPreviewTool.

Some paid services that aid with keyword research are:

• www.wordtracker.com

• www.advancedwebranking.com

Also consider other ways to research your industry and brand – for example,

Google Trends (http://google.com/trends) can show keyword search volume over

time.

Spreadsheets, such as Microsoft’s Excel, are useful to aid you in building your

keyword lists. Getting to grips with functions such as Concatenate and Vlookup

will be useful.

10.10 Advantages and challenges

There are many reasons why search advertising can be an excellent addition to any

digital marketing strategy.

• No to low cost barrier You pay only for traffic; there are usually no setup fees involved; and all the

tools you need to start out with can be accessed free.

• Tracking every cent Search advertising allows you to track your advertising spend down to a

keyword level, so you can learn what works and what doesn’t on a micro scale.

• Targeted advert placement You can make your advertising relevant – by using filters, targeting your ads to

specific people, or even in the way you use keywords and match types.

Search Advertising › Advantages and challengesSearch Advertising › Planning and setting up a search advertising campaign

NOTE

Remember: you can pause, edit or delete

your ads any time you want - if something is

not working, take a step back and re-evaluate

your approach.

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• You’re giving your customers what they want Search advertising lets you put your advert in front of people who are searching

for your product. It lets you provide a solution, as opposed to creating an

interruption.

Search advertising campaigns are quick to set up, can provide high volumes of

traffic, and are highly trackable. But there are some pitfalls that you ought to be

aware of.

• Click fraud Click fraud occurs when your advert is clicked on by someone who is not a

legitimate potential customer. Because an advertiser has to pay for every

click, sometimes unscrupulous competitors can click on the advert to force

the payment. There are even automated bots that can click on adverts, costing

advertisers millions.

Search engines have taken measures to combat this and click fraud is no

longer widely prevalent. Advertisers can report suspected click fraud, and the

search engines will refund invalid or fraudulent clicks after investigation.

What can you do? Keep an eye on your campaign. Any sudden leap in CTR

should be investigated, and you should pay particular attention to see if

the conversion rate drops (which would indicate potential fraud). Pause the

campaign if you suspect fraud, and alert the search engine.

• Bidding wars and climbing CPCs High-traffic keywords are expensive, and the battle to stay on top means that

the CPC of these keywords is escalating. Convincing yourself that it’s number

one or nothing can result in burning through your campaign budget quickly,

with nothing to show for it.

Keep focused on your campaign goals and ROI, and keep investigating to find

(cheaper) niche keywords that work for you.

• Keeping an eye on things Search advertising campaigns require a lot of monitoring, and the bigger your

campaign gets, the more time this takes. Search advertising can provide a

fantastic ROI, but you need to check in and tweak regularly to make sure that

it continues to perform for you.

10.11 Case study – ‘Sister Act’ on Broadway

10.11.1 One-line summary

‘Sister Act’ on Broadway increased online ticket sales by using entertainment-focused video

adverts.

10.11.2 The problem

‘Sister Act’ on Broadway, a well-known and popular show, needed to increase ticket sales. Just

under a third of tickets were sold on their website, SisterActBroadway.com, so they needed to

increase online traffic to meet this goal. Apart from on their website, tickets were also being sold

on broker sites alongside other show tickets. These websites were not always correctly updated

or professionally laid out. Potential theatre goers could also be distracted by competing shows

and book for those instead. If the ‘Sister Act’ Broadway website was positioned as the official site

to buy tickets, theatre goers who set out to watch the show could purchase without distraction

(Google, 2012).

‘Sister Act’ on Broadway teamed up with SpotCo, an entertainment advertising agency, to meet

these challenges (Google, 2012).

10.11.3 The solution

SpotCo needed to bring the entertainment aspect of Broadway to an online audience to entice

them to book. For their online efforts, the agency chose to draw theatre goers with Media Ads

(Google, 2012).

Media Ads are video ads served on Google, specifically designed for the entertainment industry.

They are also unique in that instead of selecting keywords, Google’s automated process serves ads

to users whose search queries match the advert title. These adverts are also charged at a flat-rate

cost per click, unlike most search advertising, where advertisers bid on key phrases (Google, n.d.).

These video ads can be viewed in high definition and expand to fill much of the viewer’s screen,

greying out the background to hold the viewer’s attention. These ads are displayed in the top

position, occupying more real estate than regular search ads. This space was used to deliver key

messages, including pertinent information and a preview thumbnail (Google, 2012).

Other promotional efforts included cast changes, a TV promotion, a ‘Nun Run’ flashmob in Central

Park and a confessional booth in-theatre where theatre goers could share their ‘Sister Act’

experience (Google, 2012).

Search Advertising › Case study – ‘Sister Act’ on BroadwaySearch Advertising › Advantages and challenges

288 289

10.11. 4 Results Around 14% of searchers interacted with the Media Ad video, with a good percentage of them

watching the video. These efforts resulted in 20% more ticket sales on the official site and double

the search marketing return on investment delivered the previous year (Google, 2012).

10.12 The bigger picture

Search advertising and search engine optimisation (SEO) should go hand in hand to create an

effective search engine marketing strategy. The greater the part of the search results page that

you own, the better.

Figure 17. Brand search ads and organic results appearing together.

Search advertising is an excellent source of keywords and conversions. This insight can be used

to improve the SEO of a site, as you will already know the relevance of these keywords to your

intended audience. In turn, improved SEO rankings and social media interactions can help to

reduce the CPC of your search advertising campaign, improve your Quality Score and raise your

CTRs throughout.

Search advertising can also help to give your brand immediate search engine presence for your

offline campaigns, when these might not yet be highly ranked in the natural search results. Search

advertising can also be used together with online crisis management. If a company is unable

to combat negative search results through the natural rankings, they are always able to bid for

search adverts that can present their view.

Having a firm grasp of search advertising on search engines will provide a good foundation for

running digital advertising campaigns across other networks and ad types.

10.13 Summary

Search advertising is advertising on the results pages of search engines where an advertiser

typically pays for each click on an advert. These adverts consist of text, links and Ad Extensions.

They are listed above and alongside the organic search results, and are marked as adverts so that

users are aware that these are paid-for listings.

Search advertising is targeted according to keywords, demographics, behaviour or interest. On

search engines, the CPC is determined by an auction.

The success of an advert may be determined by its CTR, but the success of a campaign will be

determined by its conversion rate and its ability to achieve a target CPA. After all, it’s not enough

for people just to click on your adverts – you want them to take specific actions on your site once

they get there.

10.14 Case study questions

1. Why were video ads such a great choice for this marketing campaign?

2. Media Ads are sold on a fixed-rate cost per click – how does this differ from typical cost-

per-click search advertising?

10.15 Chapter questions

1. Why would competitors commit click fraud?

2. When should you use certain search types for AdWords, and why would this matter? How

does it affect the number of conversions?

3. Why should one use relevant landing pages when running a search advertising campaign,

and how does this affect the number of conversions?

10.16 Further reading

www.ppchero.com – This website contains practical step-by-step guides to improving your

search campaigns and provides regular posts on all things search marketing.

www.searchengineland.com – This blog covers not only search advertising, but the entire

spectrum of search engine marketing, providing useful insights for all your search activities.

support.google.com/adwords/?hl=en – This is where you can find information related to Google

AdWords and other search advertising concepts.

Search Advertising › Further ReadingSearch Advertising › Case study – ‘Sister Act’ on Broadway

290

10.17 References

Google, 2008. A guide to building successful AdWords campaigns. [Online Image] Available at: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google. com/en//adwords/pdf/step_by_step.pdf [Accessed 8 May 2013].

Google, 2012. Broadway Sparkles on Search with Media Ads. [Online] Available at: http://www.google.com/think/case-studies/broadway-sparkles-on-search-with- media-ads.html [Accessed 8 May 2013].

Google, (2013), New Image Extensions Enable You to “Show” and “Tell” with Search Ads. [Online] Available at: http://adwords.blogspot.com/2013/06/new-image-extensions-enable-you-to-show.html [Accessed 30 September 2013].

Google AdWords, 2013. Overview. [Online] Available at: https://www.google.co.za/ads/adwords/index.html#subid=za-en-ha-aw- bkhp0~24911356135 [Accessed 1 October 2013].

Google, n.d. Media Ads. [Online] Available at: http://www.google.co.za/ads/innovations/mediaads.html [Accessed 8 May 2013].

Landry, T., 2012. Search Engine Market Share by Country. [Online] Available at: http://returnonnow.com/2012/06/search-engine-market-share-country [Accessed 20 May 2013].

Moz, 2012. Chapter Five: Keyword Research. [Online] Available at: http://moz.com/beginners-guide-to-seo/keyword-research [Accessed 8 May 2013].

Peterson, T., 2013. Google Finally Crosses $50 Billion Annual Revenue Mark. Company begins to reverse CPC declines, mobile pricing stabilizing. [Online] Available at: http://www.adweek.com/news/technology/google-finally-crosses-50-billion- annual-revenue-mark-146710 [Accessed 7 May 2013].

Purcell, K, Brenner, J, Rainie, L., 2012. Search Engine Use 2012. [Online] Available at: http://pewinternet.org/~/media//Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf [Accessed 1 October 2013].

Soames, C., 2013. The Number One Spot – how to use the new search curve CTR data. [Online] Available at: http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/the- number-one-spot-how-to-use-the-new-search-curve-ctr-data/ [Accessed 20 May 2013].

Search Advertising › References

What’s inside: An introduction to online advertising, a brief history following the development of the Internet and an exploration of how it works. We look at types of display

advertising, payment models, advertising networks and exchanges. We also explore ad

servers and what they do and learn more about how tracking works. We put it all together

and take a brief look at the future of online advertising followed by an exploration into its

advantages and disadvantages. Finally we include a summary, a look at the bigger picture

and end off with a case study.

11 Online

Advertising

294 295

11.1 Introduction

Online advertising, simply put, is advertising on the Internet. Online advertising

encompasses display adverts found on websites, adverts on search engine results

pages (covered in the chapter on Search Advertising), adverts placed in emails and on social networks, and other ways in which advertisers use the Internet.

Of course, this is not just limited to computers – digital advertising can be found

anywhere you access the web, for example, through mobile devices.

The main objectives of online advertising are to increase sales, improve brand

awareness and raise share of voice in the marketplace. It is based on the simple

economics of demand and supply. Advertisers aim to stimulate a consumer need

(demand) and then satisfy that need (supply).

Online advertising, naturally, follows web user behaviour. Advertisers want to

place their adverts where potential customers will see them. Digital advertising is

not limited to one specific medium or location – it can be placed almost anywhere

on the web and can consist of images, text, videos, interactive elements, and even

games.

Although the Internet provides new scope for creative approaches to advertising, we

see its true advantages when we realise how trackable (and therefore measurable)

Internet advertising is. It is possible to track all interactions with the advert itself:

the number of impressions served, how many clicks it received, post-click-and-

view data, and how many unique users were reached. This leads to valuable data

that can be used to make sensible, effective business decisions.

In this chapter, you will learn:

• The various business objectives you can meet with online advertising

• All about the various ad formats, payment models and ad types available

• How and where to publish your adverts

• How to run an online advertising campaign step by step

11.2 Key terms and concepts

Term Definition

Ad server The technology that places ads on websites.

Animated GIF A GIF (type of image file) which supports animations and allows a separate palette of 256 colours for each frame.

Banner An online advertisement in the form of a graphic image that appears on a web page.

Clickthrough rate (CTR) Click Through Rate = Clicks / Impressions %

Conversion A visitor completing a target action.

Cost per acquisition (CPA)

Refers to the cost of acquiring a new customer. The advertiser pays only when a desired action is achieved (sometimes called cost per acquisition).

Cost per click (CPC) Refers to when an advertiser pays only when their ad is clicked on, giving them a visitor to their site – typically from a search engine in pay per click search marketing.

Cost per mille (CPM) Amount paid for every 1 000 impressions served of an advertisement.

Display network Content websites that serve pay per click adverts from the same provider, such as AdWords.

Google AdWords Google’s PPC program, which allows advertisers to display their adverts on relevant search results and across Google’s content network.

HyperText Markup Language (HTML)

A language read by web browsers. Certain HTML ‘tags’ are used to structure the information and features within a web page. As an example, HTML emails usually contain graphics and can be interactive.

Internet protocol (IP) address

The Internet Protocol (IP) address is an exclusive number which is used to represent every single computer in a network.

Internet service provider (ISP)

Internet Service Provider – this is the company that provides you with access to the Internet, for example, MWEB or AOL.

Key performance indicator (KPI)

A metric that shows whether an objective is being achieved.

Marketplace Ads Facebook ad space units, a type of advertising available on Facebook.

Paid search advertising Usually refers to advertising on search engines, sometimes called PPC advertising. The advertiser pays only for each click of the advert.

Popup Unrequested window that opens on top of the currently viewed window.

Tracking Measuring the effectiveness of a campaign by collecting and evaluating statistics.

Tracking code A piece of code that tracks a user’s interaction and movement through a website.

Traditional media Newspapers, magazines, television and publishing houses are the realm of traditional media.

NOTE

Read more about this in the Search Advertising

chapter.

Online Advertising › Key terms and conceptsOnline Advertising › Introduction

296 297

Unique selling point (USP)

Unique selling point (or proposition) – what makes your offering different to your competitors’.

Viral video This is a video that becomes immensely popular, leading to its spread through word-of-mouth on the Internet via email, social networks and other hosting websites.

Web analytics A software tool that collects data on website users, based on metrics to measure its performance.

Web browser This is what allows you to browse the World Wide Web. Examples of browsers include Internet Explorer, Chrome, Safari and Firefox.

11.3 Online advertising objectives Advertising, whether online or offline, has a number of objectives.

11.3.1 Building brand awareness

Making people aware of a brand or product is an important long-term goal for any

marketer. Once customers know about it, they are more likely to trust the brand.

The better known a brand is, the more business it can do. And the ultimate goal is

to sell more of the product or service.

Online advertising is largely visual, making it an ideal channel for promoting brand

imagery and making people familiar with its colours, logo and overall feel.

Figure 1. A banner ad that raises awareness.

11.3.2 Creating demand

Creating customer demand is a three-step process: inform, persuade and remind.

Customers can’t want what they don’t know about. Advertising needs to convince

them about what they should want and why they should want it. Online advertising

provides a great way to communicate the unique selling points (USPs) of a product,

helping to stimulate demand and reminding customers about the product and why

they want it.

Figure 2. A banner ad that creates demand for a new product.

11.3.3 Satisfying demand

Once somebody wants a product, they need to find out how to satisfy that desire.

At this point it is important for the marketer to show the customer how their

particular brand or product will best meet that need.

Online Advertising › Online advertising objectivesOnline Advertising › Key terms and concepts

NOTE

Brand awareness is essential for launching

a new brand or product, or approaching a new

audience.

298 299

Figure 3. A banner ad that meets the customer’s need to save money.

11.3.4 Driving direct response and sales

All forms of digital marketing need to drive traffic and sales in the long term.

However, the immediacy of online advertising also drives traffic and sales in the

short and medium terms. Unlike traditional media advertising, online advertising

can turn the potential customer into an actual customer right there and then.

What’s more, it is possible to measure accurately how effective the online

advertising campaign has been in this regard.

11.4 The key differentiator

Online advertising is able to drive instant sales and conversions. Unlike other

advertising mediums, the consumer can go from advert to merchant in one easy

click. Because of the connected nature of the Internet, online activities are highly

trackable and measurable, which makes it possible to target adverts and to track

and gauge the efficacy of the advertising accurately. Each display advert can be

tracked for success.

11.5 Types of display adverts

There are many different ways to display adverts online. Here are some of the most

common options.

11.5.1 Banner adverts

A banner advert is a graphic image or animation displayed on a website for

advertising purposes. Static banners are in GIF or JPEG format, but banners

can also employ rich media such as Flash, video, JavaScript, HTML5 and other

interactive technologies; these allow the viewer to interact and transact within

the banner. Banners are not limited to the space that they occupy; some banners

expand on mouse-over or when clicked.

Standard banner sizes There are standard sizes (measured in pixels) for static, animated and rich media

banner adverts. Creating banners in these sizes means the ads can be placed

on many websites (advertisers sell space in these sizes as well). And here, size

(both dimensions and file size) does matter – you can expect varying rates of

clickthroughs and conversions across the range of sizes. Bigger is usually better,

but if you want to know what works best for your brand, test.

Banner sizes available on the Google Display Network include (all sizes are in

pixels):

• Banner (468 x 60)

• Mobile leaderboard (300 x 50)

• Leaderboard (728 x 90)

• Small Square (200 x 200)

• Skyscraper (120 x 600)

• Wide Skyscraper (160 x 600)

• Square (250 x 250)

• Medium Rectangle (300 x 250)

• Large Rectangle (336 x 280)

Banners may be animated, static or Flash, but must be under 50k in file size.

Bear in mind that the advertising network often includes a small graphic overlay

on the bottom of the advert, and does not resize your advert to accommodate this.

To avoid this obscuring your advert, you can leave a few pixels of blank space on

the bottom of your advert.

All adverts need to be supplied with a destination URL. Some rich media adverts

allow for multiple destination URLs.

11.5.2 Interstitial banners

These are banners shown between pages on a website. As you click from one page

to another, you are shown this advert before the next page is displayed. Sometimes

the advert can be closed.

NOTE

Google AdWords offers a rich media banner advert builder. You can find it in the ‘Ads’ tab in the AdWords account interface.

NOTE

Start with the most common banner size.

Online Advertising › Types of display advertsOnline Advertising › Online advertising objectives

300 301

11.5.3 Popups and pop-unders

As the name suggests, these are adverts that pop up, or under, the web page being

viewed. They open in a new, smaller window. You will see a popup straight away,

but will probably become aware of a pop-under only after you close your browser

window.

These were very prominent in the early days of online advertising, but audience

annoyance means that there are now ‘popup blockers’ built into most good web

browsers. This can be problematic as sometimes a website will legitimately use a

popup to display information to the user.

11.5.4 Floating adverts

This advert appears in a layer over the content, but is not in a separate window.

Usually, the user can close this advert. In fact, best practice dictates that a

prominent close button should be included on the advert, usually in the top right

hand corner. Floating adverts are created with DHTML or Flash, and float in a layer

above a site’s content for a few seconds. Often, the animation ends by disappearing

into a banner advert on the page.

Figure 4. An expanded banner ad, including video, on the Los Angeles Times website.

11.5.5 Wallpaper adverts

This advert changes the background of the web page being viewed. It is sometimes

possible to click on an advert of this type, but not always. The effect of these adverts

is difficult to measure as there is often no clickthrough, and its chief purpose is

branding.

11.5.6 Map adverts

This is advertising placed on an online map, such as Google Maps. This type of

advert is ideal for local businesses and is usually based on keyword searches for

the brand’s offering.

Figure 5. A map advert on Google Maps.

11.6 Payment models for display advertising

As well as a variety of mediums and formats, there are also a number of different

payment models for display advertising.

11.6.1 CPM

CPM stands for cost per thousand impressions (M is the Roman numeral for a

thousand). This means the advertiser pays for every thousand times the advert

loads on the publisher’s page. This is how a campaign is normally priced when

brand awareness or exposure is the primary goal.

CPM rates for rich media adverts are usually higher than for standard media

adverts. This is often based on file size.

11.6.2 CPC

CPC stands for cost per click. This means that the advertiser pays only when their

advert is clicked on by an interested party, regardless of how many times it has

been viewed. CPC advertising is normally associated with search advertising,

Online Advertising › Payment models for display advertisingOnline Advertising › Types of display adverts

NOTE

Remember: your goal is to inform and motivate

customers, not annoy them.

302 303

although it has become very popular in display advertising too, especially when

using ad networks. Banners can be priced this way when the aim is to drive

traffic and conversions. It is also a payment method sometimes used in affiliate

marketing, when the aim is to drive traffic to a new website.

11.6.3 CPA

CPA refers to cost per acquisition. This model means that the advertiser pays

only when an advert delivers an acquisition after the user clicks on the advert.

Definitions of acquisitions vary depending on the site and campaign. It may be a

user filling in a form, downloading a file or buying a product.

CPA is often the best option for advertisers because they pay only when the

advertising has met its goal. For this reason, it is also the worst type for the

publisher, as they are rewarded only if the advertising is successful. The publisher

has to rely on the conversion rate of the advertiser’s website, something that

the publisher cannot control. The CPA model is not commonly used for banner

advertising and is generally associated with affiliate marketing.

11.6.4 Flat rate or sponsorships

Sometimes, owners of lower-traffic sites choose to sell banner space at a flat

rate – in other words, at a fixed cost per month, regardless of the amount of traffic

or impressions. This would appeal to a media buyer who may be testing an online

campaign that targets niche markets.

There are several variations to what a sponsorship on a website entails. Examples

include exclusive adverts on all the pages and slots on a specific page, newsletter

or section, and sponsoring content. Sponsorship means that no other advertiser

will appear in that section. Sponsorships are often difficult to measure and are

mostly used to raise brand awareness. These can be very effective when launching

a new brand.

11.6.5 CPE

With the cost per engagement (CPE) model, advertisers pay for interactions with

adverts, normally placed in videos or applications (such as Facebook applications).

An interaction, referred to as an engagement, usually starts with a rollover (or

mouse-over) that expands the ad. Once expanded, an advert may contain a video,

game, form, or other interactive content. The ad doesn’t take the user away from

the web page, and marketers pay only when an individual completes an action.

11.6.6 What payment model can you expect?

The advertiser rarely has a say over the payment model used – this comes down

to the website owner or publisher, advertising type and other factors, such as the

popularity of the site.

CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid

of the two payment models is pursued.

High-traffic, broad-audience websites (often referred to as ‘premium’ or booked

media) will typically offer CPM advertising. Examples include web portals such as

www.yahoo.com or news sites such as www.cnn.com.

Niche websites with a targeted audience are more likely to offer CPC or CPA

advertising to advertisers with an appropriate product. These can also fall under

the umbrella of affiliate marketing.

Types of advertising can be seen on a scale from more intrusive (and thus potentially

annoying to the consumer) to less intrusive. In the same way, payment models can

be scaled from those that favour the publisher to those that favour the advertiser.

When planning a campaign, it is important to know how the advertising will be

paid for and what kinds of advertising are offered by publishers. A lot of this can

be solved by using a company that specialises in advert serving, media planning

and media buying.

11.7 Getting your ads online

To get your ads to appear online, you need to find and pay for the space where it

will appear. There are several options for doing this:

• Premium booked media

• Advertising networks

• Advertising exchanges

• Social media advertising placements

• Mobile advertising

• Ad servers

11.7.1 Premium booked media

Premium booked media works very much in the traditional way of booking

advertising – the advertiser contacts the premium media provider (usually a single

group that oversees a key, high-profile online space) and discusses options for

placing an advert. This will involve negotiating on targeting and pricing for the

space desired, and is usually a costly but high-profile option.

Online Advertising › Getting your ads onlineOnline Advertising › Payment models for display advertising

NOTE

Read more about this in the Search Advertising

chapter.

NOTE

Read more about this in the Affiliate Marketing

chapter.

NOTE

Read more about this in the Affiliate Marketing chapter.

NOTE

Which is the best payment model for you? This will depend on the purpose of your ads and the return you expect on your investment. Each payment model can be effective and lucrative if used appropriately.

304 305

11.7.2 Advertising networks

An advertising network is a group of websites on which adverts can be purchased

through a single sales entity. It could be a collection of sites owned by the same

publisher (for example, New Line Cinema, Time Inc. and HBO are all owned by

Time Warner Inc.) or it could be an affiliation of sites that share a representative.

The Google Display Network is one of the largest advertising networks in the world.

Figure 6. Ad formats available on the Google Display Network.

The advertising network acts as an intermediary between advertisers and

publishers, and provides a technology solution to both. As well as providing a

centralised ad server that can serve adverts to a number of websites, the networks

offer tracking and reporting, as well as targeting.

Advertising networks usually categorise the sites by factors such as demographics,

topic, or area of interest. Advertisers pay to advertise in specific channels, and not

in individual sites. Most times, the campaign will then be optimised based on the

best converting sites.

Rates are often negotiated with the network, and placements are booked over a

period of time.

11.7.3 Advertising exchanges

Advertising exchanges, on the other hand, are where unsold advertising space

– called inventory – is placed by publishers for bidding. The inventory is sold to

the highest bidding advertiser. Giving advertisers far more control, this type of

advertising mimics the PPC model of search advertising (Generalised Second Price

auction) – but bids are for audience profiles and space rather than for keywords.

It allows publishers to fill unsold inventory at the highest available price, and can

give smaller advertisers access to this inventory.

11.7.4 Social media advertising

Many social media platforms offer an advertising option, as this is their primary

source of revenue. Social media can be an excellent place to reach prospects

because you can usually target very accurately based on user-provided

demographic information.

Facebook Facebook offers four paid-for advertising solutions:

1. Facebook Ads are standard adverts that appear in the user’s right-hand sidebar. They have no minimum spend and can be bought on either a cost

per thousand impressions (CPM) or cost per click (CPC) basis. These

adverts are served based on interests and demographic information.

For example, an advertiser can request to have their advert shown to all

women in London who are interested in men, who are single and between

the ages of 25 and 35, and who like dogs or puppies.

Figure 7. Targeting options on Facebook.

2. Facebook Engagement Ads are similar to standard ads, but include an element that fans can engage with, such as a Like or Share button,

a video, an event, or a poll. These are bought on a CPM basis with a

minimum spend threshold.

3. Sponsored stories are posts that are created whenever someone engages with a specific element of the brand’s Facebook Page; these

then appear in their connections’ news feeds. You allocate a budget to the

specific post, and this is spent to have the ad appear.

4. Promoted posts allow you to publicise an existing post that you have made. A page must have at least 400 Likes before this option becomes available.

Online Advertising › Getting your ads onlineOnline Advertising › Getting your ads online

NOTE

Facebook will show you the size of the audience you have targeted and how much each click is likely to cost.

306 307

Figure 8. Ads on Facebook.

Twitter Twitter offers a self-service ad platform with several options and allows a degree

of specific targeting. The service is still relatively new, which means that it changes

frequently, and not all options may be available to all regions or user accounts.

• Promoted tweets are tweets that appear at the very top of a user’s timeline, or in Twitter mobile apps. There is no minimum spend, and

advertisers pay when users retweet, @reply to, favourite or click on a

promoted tweet.

• Promoted accounts are user accounts that appear on the left of the user’s Twitter timeline, in the section called “Who to follow”, which

recommends accounts the user may like. Advertisers pay when a user

follows the promoted account.

Figure 9. A Promoted account on Twitter.

• Promoted trends is available only to full-service Twitter Ads customers and allows a brand to list their brand name, hashtag or slogan in the

left-hand ‘Trends’ section of a user’s Twitter timeline, which is usually

reserved for the most popular topics of the moment on Twitter. These

generally have a flat fee and can cost hundreds of thousands of dollars,

depending on how wide the geographic targeting is.

YouTube YouTube offers a wide range of advertising formats and options for businesses.

These are covered in detail in the chapter on video marketing.

LinkedIn LinkedIn Ads is a self-service advertising platform that allows you to create and

place adverts on prominent pages on the LinkedIn website, including a user’s

home page, search results pages, groups and more. There are many targeting

options available, including job title, job function, industry, geography, age, gender,

company name, company size, and LinkedIn Group. There is a minimum budget

requirement of $10 a day (though no minimum spend), and ads can be served on

a CPM or CPC basis.

Figure 10. LinkedIn ads.

11.7.5 Mobile advertising

There are three types of mobile networks that you can choose from when

embarking on a mobile advertising campaign.

Blind networks These networks target a large number of independent mobile publishers, and

generally allow you to target by country or type of content, but not by specific

websites. Payment tends to be on a CPC basis, which can vary. An example of this

kind of network is BuzzCity (www.buzzcity.com).

NOTE

Facebook Advertising information can be

found at www.facebook. com/advertising.

NOTE

More information on Twitter advertising can

be found at business. twitter.com/advertise/

start.

NOTE

You can find out more at www.youtube.com/yt/ advertise.

NOTE

Read more about this in the Video Marketing chapter.

NOTE

More information about LinkedIn advertising can be found at www.linkedin.com/ advertising.

Online Advertising › Getting your ads onlineOnline Advertising › Getting your ads online

308 309

Premium blind networks Advertising on premium blind networks tends to be more expensive, but allow

the advertiser to target better-known brands and high-traffic sites. Broadcasters

or operator portals fall under this category. Payment here is often on a CPM

basis. Millennial Media (www.millennialmedia.com) is an example premium blind

network. While targeting options are available, different networks can work in

different ways, with varying levels of support.

Premium networks These networks often offer sales as a direct extension of the big brands that they offer.

More detailed targeting and sales support is available, but they also charge higher

rates. An example of this kind of network is Widespace (www.widespace.com/en).

Figure 11. Widespace is an example of a premium mobile ad network.

11.7.6 Ad servers

Ad servers are servers that store advertisements and serve them to web pages.

Ad servers can be local, run by a publisher to serve adverts to websites on the

publisher’s domain, or they can be third-party ad servers, which serve adverts

to web pages on any domain. Ad servers facilitate advert trafficking and provide

reports on advert performance. They have two functions: to help publishers

manage their ad inventory, and to help advertisers monitor and optimise their

campaigns.

The benefits of ad servers Rather than distribute copies of each piece of creative advertising to each publisher

or media buyer, you can send out a line of code that calls up an advertisement

directly from the ad server each time an advert is scheduled to run. The agency

loads the creative to the server once and can modify rotations or add new units on

the fly without needing to re-contact the vendors. This is referred to as third-party

ad serving.

The ad servers provide a wealth of data, including impressions served, adverts

clicked, CTR and CPC. While publishers have their own ad servers, most of the

third-party ad servers also have the ability to provide performance against post-

click activities such as sales, leads, downloads, or any other site-based action the

advertiser may want to measure.

Ad servers provide a consistent counting methodology across the entire campaign

enabling the advertiser to gain an ‘apples to apples’ comparison of performance

across the entire media schedule, which includes multiple websites. This ensures

that the advertiser gets what they are paying for, and avoids fraudulent activities,

such as click fraud, as a good third-party ad server should be audited.

The ad server also allows sophisticated targeting of display advertising. Examples

of third-party ad servers include Google DoubleClick, Atlas and MediaMind.

11.8 Targeting and optimising

Ad servers serve adverts across a number of websites, and can track a user

visiting websites using cookies or IP addresses. This means that ad servers can

offer advertisers:

• Frequency capping: this limits the number of times a specific user sees the same advert in a set time period.

• Sequencing: this ensures that a user sees adverts in a particular order.

• Exclusivity: this ensures that adverts from direct competitors are not shown on the same page.

• Roadblocks: this allows an advertiser to own 100% of the advertising inventory on a page.

NOTE

The Mobile Marketing Association publishes a set of useful guidelines for mobile advertising.

Download the latest version at time of

publishing here: www. mmaglobal.com/files/ mobileadvertising.pdf.

Online Advertising › Targeting and optimisingOnline Advertising › Getting your ads online

310 311

The ad server can also target adverts based on the business rules of the advertiser

or the profiles of the users:

• Geo-targeting: online advertising has the ability to target markets by country, province or city, and can even drill them down to something as

specific as their IP address. This is also known as IP targeting.

• Network or browser type: markets can further be targeted via networks or browser types such as Mozilla Firefox, Internet Explorer,

Chrome and Safari.

• Connection type: users can be segmented and targeted according to their Internet connection type, for example, whether they use

broadband or dial-up connections.

• Day and time: advertisers can choose the time of day or day of the week when their adverts are shown. Advertisers can specify when their

campaign should flight, down to the minute. This usually depends on

the client’s objective for the campaign or the product itself.

• Social serving: websites gather demographic data about users and then serve each user targeted and relevant advertising. For example,

Facebook will allow advertisers to select specific characteristics of

users who will be shown an advert.

• Behavioural targeting: the ad server uses the profile of a user (built up over websites visited previously) to determine which adverts to show

during a given visit. Ad servers can base this profile on cookies or on

IP addresses. For example, the ad server may choose to show adverts

for pet insurance on a news page to a user who has visited the pets and

animals section of a general media site previously.

Re-marketing is another form of behavioural targeting. This allows

the ad server to display ads to users after they have interacted with a

website in a certain way – for example, by adding an item to their cart

on an eCommerce page but not checking out. The user may then see an

ad for the product they have in their cart, to encourage them to go back

and make a purchase.

Another approach to behavioural targeting is to set up parameters to

determine when a certain advert needs to be shown. For example: if the

user has clicked on a banner advertising a test drive, and the user has

actually booked the test drive, the next time they see an advert from

the advertiser, a different advert will be shown because the user has

already responded to the first one.

• Contextual advertising: the ad server deduces the optimum adverts to serve based on the content of the page. For example, on an article about

mountain bike holidays in Europe, the ad server would show adverts for

new mountain bikes, or adverts from travel companies offering flights

to Europe, or perhaps adverts for adventure travel insurance.

11.9 Tracking

The trackability of online advertising is what makes it so superior to conventional

advertising. Not only can an advertiser tell how many times an advert has been

seen (impressions), but also how many times the advert has been successful in

sending visitors to the advertised website (clicks). As discussed in the chapter

on conversion optimisation, the tracking needs to continue on the website to

determine how successful the advert has been in creating more revenue for the

website (conversions).

As well as tracking adverts, advertising networks can also provide information

about the people who saw the advert, as well as those who acted on it, including:

• Connection type

• Browser

• Operating system

• Time of day

• Internet service provider

Many third-party ad servers will set a cookie on impression of an advert, not only

on clickthrough, so it is possible to track conversions that happen indirectly (called

view-through conversions). Simply put, third-party ad servers can track not only

the post click data, but also the post view data: when a user sees an advert, does

not click on it, but goes to the website after viewing the advert (either by typing in

the URL, or by searching for the site).

Using this information, the ad server can target the adverts displayed, helping

advertisers to optimise campaigns and get the most from their budgets.

11.10 Step-by-step guide to online advertising

Knowing the various types of display options and payment models available is all

very well, but you may be wondering how to put this all together as you plan your

campaign. Here is a step-by-step guide that you can follow to ensure that you run

effective adverts.

NOTE

Don’t forget to keep an eye on any non-digital advertising that the brand is doing – this could have a significant effect on your results, and you want to ensure that you are communicating the same message.

Online Advertising › Step-by-step guide to online advertisingOnline Advertising › Targeting and optimising

NOTE

Read more about this in the Conversion Optimisation chapter.

NOTE

Location targeting can be very cost-effective

for physical events and regional offers.

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1. Determine the goal of your campaign. Are you embarking on a branding campaign, or is your primary focus direct

response?

2. Identify your key performance indicators (KPIs). Which figures will let you know if you are succeeding? This should tie in

closely to your goal.

3. Investigate your target audience. What websites are they likely to be visiting? The type of creative you use and

the payment model you follow will largely be determined by the websites that

you advertise on.

Online advertising is an acquisition and awareness channel. It does not

require users to seek an interaction actively, as search advertising and email

marketing do. So, it is crucial that the adverts are placed in front of the

audience that is most likely to convert.

4. Research potential websites to host your adverts. Niche websites with a smaller, more targeted audience will most likely

charge a flat rate for display advertising, or a CPA rate. They could be flexible

in display options that they give you, but you will need to take into account

their bandwidth costs if they serve the adverts.

High-traffic websites with a broad audience will usually charge on a CPM

basis. They will broker their advertising inventory through an advertising

network, or even a number of advertising networks.

5. Set a budget. Most advertising platforms will let you set and dynamically manage your

budget. Decide how much you are willing to pay per click, impression, action

or engagement, and set your total budget in line with this.

6. Create your adverts. Now, you will need to brief your creative team to ensure that you have the

optimum banners for your campaign.

Your online adverts will need to:

• Attract attention

• Convey a message

• Entice action

Animation attracts attention, but be wary of being one of several animated

banners on a website. Banners should not be considered in isolation, but

rather in the context of the website on which they will appear.

Web users respond well to being told what to do, and the content of an online

advert should be concise and directional. Examples of these CTAs include:

• “Phone now for the best deals on insurance.”

• “Click here for fast home delivery.”

• “Donate now.”

7. Choose or create a landing page. All advertising needs an appropriate landing page or destination URL. Whether

this involves creating a microsite, or merely leading users to an existing page

on the website, ensure that clickthroughs are not being wasted. Generally,

sending advertising traffic to your home page is not a good idea as it leaves

the user confused about where to go next.

8. Run your adverts. Now that you’re all set up, you can let your ads go live! Keep a close eye on

your spending to ensure that you’re getting a decent return for your money,

and that nothing unusual is occurring.

9. Track, measure, optimise. As with all online marketing tactics, you need to track what your ads are doing

and the results they are generating, measure your returns and successes, and

then optimise your online advertising campaigns to get even better returns in

future.

11.11 The future of online advertising

On the web, the convergence of digital devices and channels is leading to new

avenues for online advertising. Digital advertising can reach customers anywhere

where they can access the web.

While we have become used to the Internet as a free medium where we can

read and interact with any content we want, it is the fact that it is an advertiser’s

medium that keeps it free. And that means that as technologies evolve and the way

we interact with content changes, so advertising follows.

Online Advertising › The future of online advertisingOnline Advertising › Step-by-step guide to online advertising

NOTE

If a problem comes up, you can simply stop your campaign, change the creative elements or modify your approach - the beauty of online advertising is that it can be revised almost instantly.

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Previously the level of interaction a web user had with a website could be measured

by the number of pages of that website the user viewed. Now, technology such

as AJAX and rich media such as video mean that the time spent on a web page

can be more meaningful than the number of pages viewed. The key word here is

‘engagement’, and technology and data analysis is working towards being able to

determine how websites can quantify the level of engagement with a viewer.

A little online research will reveal plenty of commentary declaring the decline of

display advertising. Increasingly, consumers are becoming both weary and wary

of advertising. Clickthrough rates on banners are dropping, so the effectiveness of

display advertising is being questioned by some. With the focus in digital marketing

on tracking and measuring response and engagement, should a company spend

money on less measurable activities such as ‘brand building’, where they are

paying on a CPM basis?

Using third-party ad servers and post-impression tracking, the effect of different

advertising and marketing channels on each other can be observed. Banner

advertising can see an increase in search volume, for example.

What does this tell us? Measurement should take place across all channels, and

no channel should be utilised in isolation. The best results will be gained through

an integrated and holistic approach to digital marketing.

11.12 Advantages and challenges

11.12.1 Advantages of online advertising

Banner advertising goes a long way towards bridging the advertising divide.

Adverts have a set size, they can look very similar to print adverts, and they occupy

a particular bit of real estate in a publication with a particular number of views. It’s

easy to understand, and it does the things with which buyers are familiar.

Online advertising can take advantage of the emotive qualities of images, videos

and animations. Some campaigns are better suited to images rather than plain

text.

Since banners can contain rich media, they offer levels of interactivity that other

forms of advertising cannot achieve. This allows your target market not only to see

your banner, but also to play with it. Interaction builds a bond and improves the

chances of the consumer remembering your brand tomorrow. Cognitive learning

is a powerful outcome of interactive display advertising.

Modern online advertising is able to bring together a number of other online

marketing tactics such as animations, games, video and Flash.

Banner ads, like all digital marketing tactics, are measurable. Track clickthrough

rates and you get an idea of exactly how many people are responding to your Call

to Action. Some publishers even have the ability to do post-click tracking, which

means that you can track the user all the way to a sale if that is the purpose of the

advert.

11.12.2 Challenges of online advertising

A lot of display advertising is intrusive, so popup blockers can often prevent

adverts from being served as they were intended by the advertisers. There are

also extensions available for web browsers, such as AdBlock Plus, that will block

advertising on web pages. Technologically savvy consumers are increasingly using

these methods to limit the advertising that they see.

Bandwidth can also be an issue, although this is a shrinking problem. However,

campaigns should be planned according to demographics in determining the

richness (and investment) of interaction.

Consumers are suffering from advertising fatigue, so while new technologies

can provide great results, as soon as the market moves mainstream it can get

saturated. Consumers are increasingly ignoring adverts.

11.13 Case study – Toyota Prius

11.13.1 One-line summary

Toyota launches a display advertising campaign to draw awareness to the new Prius and increase

sales.

11.13.2 The problem

The Prius is a hybrid electric car. Toyota needed to raise awareness and drive sales around the

introduction of new models to the Prius line. To address this challenge, they brought the Saatchi

& Saatchi LA team on board (WorldsBestCaseStudies.com, 2012).

11.13.3 The solution

Since the idea for the second Prius had been conceived, debate had surrounded the question of

what exactly the term for the plural of Prius would be (Walsh, 2013). The Saatchi team identified

this as a potential talking point among customers and launched the ‘Prius goes plural’ campaign.

Online Advertising › Case study – Toyota PriusOnline Advertising › The future of online advertising

NOTE

Advertising blindness is not a problem that’s unique to the web - for example, TV viewers are increasingly fast- forwarding through ads or watching episodes through online streaming services.

NOTE

View-through conversions are

important to look at as well, especially

if your campaign is focused around raising

awareness.

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The promotional video posted on YouTube asked fans what they thought the plural of the name

‘Prius’ should be. The video then gave social media users a month to vote for the best term.

In order to drive awareness and interest in the campaign, they created a series of animated,

interactive display ads.

Some of the display ads featured animated Prius vehicles that sped into life by driving across the

page into the text that the viewer was reading.

Figure 12. An animated Prius ad. (Source: WorldsBestCaseStudies.com, 2012)

11.13.4 Results

The display advertising campaign was incredibly successful in driving awareness, interaction

and traffic to a range of portals. It achieved this by incorporating a fun concept with some eye-

catching display adverts that also encouraged interactivity – a perfect blend that speaks to display

advertising best practice.

Here are some figures that demonstrate the success of this display advertising strategy:

• The YouTube video alone was viewed over 250 000 times, with almost 300 comments

(ToyotaUSA, 2011).

• The Facebook Page received over 400 000 likes with 1 141 likes for a single post, although

comments on posts were lacking (Toyota Prius, 2000).

• The hashtag #PriusGoesPlural trended on Twitter.

• The campaign received just 1.2 million votes – and the Prius plural was announced as Prii

(Walsh, 2013).

• This campaign also drove sales with a record of over 1 million Prius sales, even in a tough

economy (WorldsBestCaseStudies.com, 2012).

Online Advertising › The bigger pictureOnline Advertising › Case study – Toyota Prius

Figure 13. An interactive ad that allowed users to enter their suggestions.

11.14 The bigger picture

Offline advertising and marketing campaigns can be adapted for an online audience in order

to ensure maximum brand exposure. It is very effective in enhancing offline marketing and

advertising activity and in ensuring a wider reach.

As mentioned, online advertising can be used as an acquisition channel, reaching out to a new

audience. It can be used to initiate a buying cycle and customer relationship, which then plays out

across other online channels. Addressing advertising and other channels to complement each

other will result in a consistent message, and optimum results. Online advertising can be used to

reach a large audience, and then other digital marketing tactics can be used to refine and engage

this audience further. Social media advertising in particular is crucial for building communities

and keeping the brand top of mind.

Online advertising and affiliate marketing go hand in hand. Affiliate networks also act as advertising

networks, allowing for advertising to be purchased on a performance basis.

When seeding new products and viral campaigns, display advertising can be used to reach a wide

audience at a low cost. It can expose a campaign to many new users, and increase the chance that

those who are most likely to pass on a message receive it in the first place. Display advertising also

supports other advertising and marketing channels, such as search advertising and marketing.

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11.15 Summary

Online advertising has two main objectives:

• Branding

• Direct response and sales

The Internet allows for highly targeted and highly trackable advertising across a variety of online

media. Some ways that advertisers can use the Internet are:

• Banner adverts

• Interstitial banners

• Popups and pop-unders

• Floating adverts

• Wallpaper adverts

• Map adverts

Ad servers provide trafficking, tracking and reporting solutions to both advertisers and publishers.

They allow advertisers to target display adverts based on parameters, including:

• User profile (location, operating system, browser, connection type)

• Behaviour

• Frequency and sequencing

• Exclusivity

• Context of content

Technology allows for increased levels of interaction within an advert, and for advertising tailored

to engagement media such as online videos and social network applications.

11.16 Case study questions

1. Why did display advertising play such a critical role in the Prius campaign?

2. Why did people find the concept of coming up with a plural for Prius so engaging?

3. What is the benefit of using interactive adverts, as demonstrated in the case study?

11.17 Chapter questions

1. Online banner advertising and outdoor display advertising both use images to try to increase

sales. In planning, both need to consider placement so as to be seen by their most likely

audience. What are the key differences?

2. Why is display advertising an effective acquisition channel?

3. Go to www.wheels24.co.za and www.thetimes.co.za. What advertising can you find on the

front page of these two websites? What products are being advertised, and how are they

being advertised? What can you deduce about the target market for these products?

11.18 Further reading

www.adrants.com – Commentary on online advertising campaigns. US focused.

econsultancy.com/uk/blog – UK industry-focused advertising articles.

www.bannerblog.com.au – Have a look at Bannerblog for rich media examples.

11.19 References

Toyota Prius, 2000. Toyota Prius. [Online] Available at: https://www.facebook.com/prius

[Accessed 8 May 2013].

ToyotaUSA, 2011. Prius Goes Plural - When One Becomes More. [Online] Available at: http://www.youtube.com/watch?feature=player_detailpage&v=nUor4gdFoyg

[Accessed 08 May 2013].

Walsh, L., 2013. Prius Goes Plural: Case Study. [Online] Available at: http://laurawalshblog.wordpress.com/2013/04/24/prius-goes-plural-case-study/

[Accessed 8 May 2013].

WorldsBestCaseStudies.com, 2012. Toyota: Prius Goes Plural. [Online] Available at: http://worldsbestcasestudies.com/toyota-prius-goes-plural/

[Accessed 8 May 2013].

Online Advertising › ReferencesOnline Advertising › Summary

What’s inside: We look at how affiliate marketing works, discovering different actions and rewards and how tracking works (as well as the cookies involved). We uncover

some of the ways in which affiliates promote merchants, and how affiliate networks fit into

the scheme of things; and look at some handy tools of the trade for affiliate marketing. There

is an introduction to setting up an affiliate campaign, pros and cons of affiliate marketing

and, of course, a summary of the chapter, and a look at how it all fits together.

12 Affiliate

Marketing

322 323

12.1 Introduction If you recommend a restaurant to a friend, and that friend visits the restaurant

because of your recommendation, the restaurant’s revenue will have increased

because of your referral. This is ‘word of mouth’ marketing. But you, as the

referrer, do not see any of the cash benefit that the restaurant does.

Imagine that the restaurant gave you 10% of the bill for every person you referred.

They would be paying you a finder’s fee for new customers. There are a number

of businesses that market in this way offline. Brokers for insurance products are

an example, but these referrals can be hard to track. Online, they are very easy to

track. This system of reward, where compensation is based on referral, is called

affiliate marketing, and this term is used to describe this type of marketing in an

online environment.

Affiliate marketing occurs where a third-party advertises products or services

on behalf of a merchant in return for an agreed commission for a sale or lead.

Because of this, affiliates are sometimes viewed as an extended sales force for a

website.

In this chapter, you will learn:

• Which crucial elements go into a successful affiliate programme.

• How to set up and run your own affiliate marketing programme.

• Which tools and resources you will need to sell products through

affiliates.

12.2 Key terms and concepts

Term Definition

Action

A specified task performed by a user, which results in the affiliate being awarded commission. Actions include purchasing a product, signing up for a newsletter or filling in a form.

Affiliate The person who markets the products of the merchant. Also called a publisher.

Clickthrough A click on a link that leads to another website.

Commission The bounty paid by a merchant to an affiliate when the affiliate makes a successful referral.

A text file sent by a server to a web browser and then sent back unchanged by the browser each time it accesses that server. Cookies are used for authenticating, tracking, and maintaining specific information about users, such as site preferences or the contents of their electronic shopping carts.

Conversion rate The number of conversions divided by the number of visitors, expressed as a percentage.

Cost per Action (CPA) The amount paid when a certain action is performed by a user.

Cost per Click (CPC) The amount paid when a link is clicked on.

Cost per Lead (CPL) Commission structure where the affiliate earns a fixed fee for a lead sent to a merchant.

Merchant The owner of the product that is being marketed or promoted.

Referrer

Revenue share Commission structure where the affiliate earns a percentage of a sale.

Return on investment (ROI)

The ratio of profit to cost.

Session The period that a user with a unique cookie spends on a website during a specified amount of time.

Traffic The browsers that visit a website.

Universal Resource Locator (URL)

A web address that is unique to every page on the Internet.

eXtensible Markup Language (XML)

A standard used for creating structured documents.

12.3 The building blocks of affiliate marketing

The core of affiliate marketing is a simple process:

1. An affiliate refers potential customers to a merchant’s website or other offsite destination (such as a Facebook tab).

2. Some of those customers perform a desired action.

3. The merchant rewards the affiliate for each desired action that results from the affiliate’s referral.

Affiliate Marketing › The building blocks of affiliate marketingAffiliate Marketing › Introduction

324 325

Figure 1. The affiliate marketing process.

However, there are many different ways in which an affiliate might market a

merchant’s offering; there are many different actions that can be rewarded; and,

most importantly, there needs to be some way to keep track of the whole process.

12.3.1 Action and reward

Affiliate marketing can be used to promote any type of website – there just needs

to be an agreed-upon action resulting in an affiliate earning commission. Different

types of merchants will have different required actions. The actions and the type of

commission can be summed up as:

• Cost per Action (CPA) – a fixed commission for a particular action.

• Cost per Lead (CPL) – a fixed commission for a lead (that is, a potential sale).

• Revenue share (also CPS or Cost per Sale) – an agreed-on percentage of the purchase amount.

• Cost per Click (CPC) – a fixed amount for each clickthrough to the website (although this forms a very small part of the affiliate marketing mix).

Let’s look at an example of each of the first three actions above:

CPA Here, the action could be anything from downloading a white paper or software to

signing up to a newsletter.

CPL Merchants who offer CPL commissions are usually those who need to convert

a lead into a sale offline. This means they will generally need to complete the

transaction over the phone with the customer, or that the process is quite

complicated. Typically, insurance companies and banking institutions offer this

type of commission. Membership sites that offer a free trial period, such as online

DVD rental, can also use this commission structure.

You may be wondering why merchants are willing to pay for a lead, instead of only

for completed transactions.

Affiliates prefer this model, as they are not in control of the offline conversion

process. It is the merchant’s job to be able to complete the transaction. Some

merchants may be wary that the leads will not be of a high enough quality. This is

why they will usually have conversion targets with which the leads generated need

to comply as a quality control.

Revenue share Revenue sharing is the ideal commission structure as both the merchant and

the affiliate are rewarded for performance – the more sales, the more revenue

generated for the merchant, and the more commission for the affiliate. Websites

where a sale can be performed instantly are ideal for revenue sharing. Online

retailers and instant online travel agents are perfect examples of merchants who

offer a revenue share commission. The affiliate earns a percentage of the sale.

Merchants tend to structure their commission offering so that affiliates who

perform better earn a higher commission.

For example, a merchant may offer the following tiers of commission:

• 1–10 sales: 10% commission

• 11–25 sales: 11% commission

• 26–50 sales: 12% commission

• 51 or more sales: 15% commission

We have seen that there are different types of actions that can result in commission

being awarded, and that these usually suit the website that is being promoted.

This means that any industry that is online can most likely be promoted through

affiliate marketing.

Affiliates have many options open to them to promote merchants’ websites. But

before we get to that, we need to take a look at tracking – the thread that holds it

all together.

Affiliate Marketing › The building blocks of affiliate marketingAffiliate Marketing › The building blocks of affiliate marketing

Visitor Clicks on

Affiliate Ad Purchases at

Merchant

Affiliate Network

NOTE

Affiliate marketing is most commonly used for

eCommerce websites, but it doesn’t have to be

limited to this. If other actions on your site are

valuable, it may be worth considering engaging an

affiliate.

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12.3.2 Tracking

The key to affiliate marketing is being able to track the whole process from

potential customers being sent to a website through to a completed action, so that

the merchant is able to award the correct affiliate with the correct commission.

Specialised affiliate tracking software is used to track affiliate campaigns, and this

is usually supplied and supported by an affiliate network. Often, the merchant and

the affiliate will also use their own tracking software to make sure that there are

no major discrepancies.

Affiliates send traffic to merchants through links or URLs, and the tracking

software allows each affiliate to have a unique identifier in the URL. These links

set a cookie on the customer’s computer, which allows the software to track the

sale.

For example, here is the URL of a product on a retailer’s website:

http://www.firebox.com/product/1201

Here is the URL for the same product, but with affiliate tracking:

http://scripts.affiliatefuture.com/AFClick.asp?affiliateID=238&merchantID=214&

programmeID=3897&mediaID=0&tracking=cube_world&url=http://www.firebox.

com/index.html?dir=firebox&action=product&pid=1201&usg=AFQjCNGdHpzAas

CefzDnyUBPxnagxqzvTA

You can see some of the information being recorded. It has been shown in bold in

the URL:

• The affiliate network – Affiliate Future

• The ID of the affiliate (238)

• The ID of the merchant (214)

• The ID of the programme (3897) (a merchant may have more than one

programme on a network)

• The media used (0)

• The destination of the click

Can you spot the original URL in the one with the tracking?

When the customer completes the required action on the merchant’s website,

the cookie will allow the tracking software to collect the information needed to

award the commission. For example, if a customer were to use an affiliate link

to purchase a gift from a merchant (using the same URL as before), the following

information would be collected:

• Referring URL and affiliate

• Total sale amount for commission

• Date and time of sale

• Unique order number of sale

All this information will allow the merchant to confirm that the sale is valid, as

well as the amount of commission that is due, without ever releasing any of the

customer’s personal information.

Affiliate tracking software collects information even if no action is completed. This

is vital to the affiliates and to the merchants to see where they can optimise their

campaign.

Information collected includes:

• Impressions

• Clicks

• Conversions

All this information helps to build up data in order to strengthen the campaign.

Creative Type Impressions Clicks Conversions Epc

Banner1 867 42 4 $ 0.23

Product Feed 1150 203 5 $ 0.89

Banner2 305 56 2 $ 0.21

Figure 2. Example of the data collected to measure an affiliate marketing campaign.

Affiliates will use this information to determine the success of their marketing

efforts. Remember that affiliates invest money in marketing various merchants,

and they are rewarded only on commission. An affiliate will use the above

information to determine whether or not to promote a merchant, and how much

they should invest in promoting a particular merchant.

Affiliate Marketing › The building blocks of affiliate marketingAffiliate Marketing › The building blocks of affiliate marketing

328 329

Merchants can use the information on their campaign to determine how best to

optimise. For example, if a particular type of banner seems to be doing better than

others, they could use that to improve other banners that they offer.

How long does a cookie last? There are a lot of different expiry periods for cookies. Cookies are not just used

for affiliate marketing. They are also used to store information so that a website

‘remembers’ who you are next time you visit it. The domain owner gets to determine

how long a cookie should last. This is called the cookie period.

When it comes to affiliate marketing, it is up to the merchant to decide what the

cookie period should be. The affiliate is awarded commission only if the desired

action takes place within the cookie period. Some merchants make the cookie last

for the session only (that is, if the user leaves the website, comes back the same

day, and then makes the purchases, no commission is rewarded). The standard

cookie period for affiliate marketing is 30 days, although higher-value items with

longer purchase considerations, such as package holidays abroad, can last as long

as 90 days.

There are merchants who offer what is called an affiliate lock-in. Here, the first

affiliate to refer the customer earns commission for the lifetime of the customer:

every purchase that the customer makes will earn the affiliate commission.

Affiliates tend to prefer a longer cookie period; it increases the likelihood of being

awarded commission.

Tracking issues Successful tracking is fundamental to any digital marketing campaign, and

especially so to affiliate marketing. As affiliates are paid only for performance,

if anything goes wrong in the tracking process, it is the affiliates who suffer. The

merchant will still get the desired sales, but the affiliates won’t be rewarded.

It is therefore good to bear in mind some of the problems that can be faced with

tracking.

Multiple referrals, one sale – who gets the bounty? With so many affiliates, it is not uncommon for a potential customer to visit a

merchant’s website through the links of many different affiliates before finally

making a purchase. Who do you think should receive the commission?

For example: A user sees a banner on a website he visits promoting a weekend in Paris, booked with Eurostar. The user clicks on that banner and checks out

the deals on the Eurostar website. A cookie is set, as the first website is an

affiliate of Eurostar.

He doesn’t book right away, but after chatting to his girlfriend, they decide to

book the trip. He goes to Google, searches for ‘Eurostar weekend in Paris’, and

clicks on one of the PPC adverts. This has also been placed by an affiliate, but

a different one.

This time he books the trip. But which affiliate should be rewarded the

commission?

Usually the most recent referral is awarded the commission, although there are

some merchants who also offer compensation to other affiliates involved in the

sales process. In the example above, the affiliate who placed the PPC advert would

get the commission for this sale.

Deleted cookies Consumers sometimes delete cookies from their computer. If this happens, then

the sale will never be attributed to the affiliate. This practice does not seem to have

a drastic effect on numbers, however, and so most affiliates will calculate this into

their return on investment (ROI).

Clashing cookies Merchants will often use some kind of tracking so that they can better optimise

their own marketing efforts, or a merchant may make some kind of technical

change to their website. It is crucial that any of these changes are tested first

with the tracking software, to make sure that they do not create any conflict.

It is generally accepted practice that even if a merchant’s marketing effort is

responsible for the final sale, the affiliate still gets the commission if it is within

the affiliate’s cookie period.

Placing an order by another method If the customer completes the action, but does not do so online, the affiliate will not

receive commission. So, if a customer visits an online retailer through an affiliate

link, but places an order over the phone, the affiliate will miss out on commission.

12.3.3 How do affiliates promote merchants?

Affiliates are digital marketers who are paid on a performance basis. Every type of

marketing strategy will be found in the affiliate world, and affiliates can often be

seen at the forefront of breaking technology and applying it to marketing strategies.

Affiliate Marketing › The building blocks of affiliate marketingAffiliate Marketing › The building blocks of affiliate marketing

NOTE

What is the fairest option? This will depend

largely on the type of action or product in

question.

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The basic aim of an affiliate is to send targeted traffic (that means customers who

are very likely to perform the desired action) to a particular merchant’s website.

Affiliates may promote as many merchants in as many industries with as many

tactics as they want, but they usually specialise.

Most of the tactics will be the same as those that the merchant employs, but will

reach a different part of the Internet population. Effective tracking takes care

of any overlap, and will help merchants to adjust their spending for the most

effective ROI.

The main types of affiliates can be broken up as:

• Personal websites. Affiliate marketing came to the fore as a way for personal websites to make money, although this now forms a small part

of the affiliate marketing mix.

• Content and niche sites. These are websites created specifically around a topic, and any products promoted will carry affiliate tracking. For

example, an affiliate may create a site dedicated to digital cameras, with

tips and downloads to help you get the most out of your camera. It could

review a number of different cameras, and offer links to purchase those

cameras online. All of those links will be affiliate links. Seasonality is

also a key time for content sites. Websites can be created specifically for

Christmas, Mother’s Day, and many more key retail seasons.

• Email lists. Some affiliates run large opt-in email lists, and they market particular merchant offers through their email newsletters. Some

renegade affiliates use spam email to promote merchant offers, but as

affiliate marketing has matured, there are usually terms and conditions

to prevent this in reputable industries.

• Loyalty sites (points, cash back or charitable donations). As affiliates earn a percentage of a sale, some affiliates ‘split’ this with the customer

and create cash back or points-based shopping sites. There are also

some that donate a percentage of the commission to a charity.

• Coupon and promotions sites. Some affiliates use unique coupons and offers to get users to click on their links; this benefits the affiliate, who

earns a commission, and the buyer, who gets a promo or discount.

• Search advertising. Some of the most successful affiliate marketers are those who promote various merchants through paid search engine

marketing. As these affiliates seek to find the highest earnings for the

lowest CPC, this is also referred to as search arbitrage.

Affiliates will find any means possible to promote offers. As new products and

platforms become available, marketers and affiliate marketers find new ways to

make them work. Some other examples of affiliates promoting merchants include:

• Toolbars and other browser extensions

• Social network applications

All that is required is that the clickthrough to the merchant’s website is tracked.

Mini case study: COUPONS Coupon-focused affiliate marketing is very common in the digital marketing space. However, this can be perceived as cheap and untrustworthy. COUPONS is one website that offers this form of service.

The website is designed with several coupons on offer. Users can ‘clip’ the coupon, share it, like it, print it, and even tweet it. This website has been optimised with a strong Call to Action that entices users to take action. The coupons are informative and the calculator in the top right hand corner of the website updates how much the user is saving.

Figure 3. The home page of Coupons.com.

What makes this affiliate marketing programme unique is that the users can print the coupons. This form of affiliate marketing provides users and merchants with both online and offline experience. Therefore, merchants earn returns not only when a coupon is clicked on, but also when they are printed.

This is an example of a website that truly has the user experience in mind, and makes online coupon shopping fun!

Affiliate Marketing › The building blocks of affiliate marketingAffiliate Marketing › The building blocks of affiliate marketing

NOTE

Affiliates often come up with innovative marketing approaches for new online platforms, pioneering the way for other online marketers. They can be a good source of inspiration for your own efforts.

NOTE

This is one direct way to monetise your quality

content. Some bloggers earn a comfortable living

by including affiliate links on their blogs.

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12.3.4 Affiliate networks

As well as the affiliate and the merchant, there is generally a very important third

party in the affiliate marketing mix – the affiliate network.

While some small affiliate programmes and some very large affiliate programmes

(such as Amazon Associates) are run by the merchant, most merchants opt to

use an affiliate network to provide most of the technical solutions required for an

affiliate programme.

Affiliate networks publish the terms of the affiliate programme, provide tracking

solutions, report on programmes, host creative banners, give commission payment

options, and support both affiliates and merchants.

When the affiliate logs into a network, they will see the programmes on offer and

all the relevant metrics they need in order to decide whether the programme on

offer is worth promoting.

Figure 4. Offer details from various affiliate programs.

In this example, Hotels.com is offering 5.5% of the commission on a sale. The

programme pays out $84.74 per 100 clicks received. The affiliate would need to

estimate what 100 clicks will cost them and decide if managing a Hotels.com

campaign will be profitable.

The Affiliate Network will also provide information on the programme and the

terms and conditions, to incentivise the affiliate to join.

The affiliate network will have creative assets, such as images, banners and text,

that the affiliate can use.

Figure 5. Links to creative assets such as images and text, provided by the affiliate.

For example, by clicking on the banner link, the affiliate can choose which image

will best work for them.

Figure 6. Choosing an image from Hotels.com.

All affiliate programmes will have some restrictions to ensure the affiliate is

providing value. Hotels.com has the following policies:

Figure 7. An example of an affiliate’s policy.

Affiliate Marketing › The building blocks of affiliate marketingAffiliate Marketing › The building blocks of affiliate marketing

NOTE

The affiliate is also able to create their own unique creative assets.

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Affiliate networks have many affiliates and merchants signed up to them, so they

are an ideal source for recruiting affiliates if you are a merchant, or for finding

merchants to promote if you are an affiliate. To the merchants, they provide a

one-payment solution as the merchant will be invoiced for all the commission

collectively owed, which is then dispersed to the affiliates.

Affiliate networks usually do not charge affiliates to join. They can charge a

merchant a setup fee, which will cover the cost of making sure that the tracking

solution is successfully integrated, and can charge a monthly management fee,

depending on the level of support offered to the merchant. Affiliate networks

usually charge the merchant a percentage of the commission earned by the affiliate

(called a commission override), so that there are incentives for the networks if they

perform well. As a rough guide, this is typically 30% of the commission rewarded

to the affiliate.

Some leading affiliate networks are:

• Commission Junction – www.cj.com

• LinkShare – www.linkshare.com

• Affiliate Window – www.affiliatewindow.com

• TradeDoubler – www.tradedoubler.com

12.4 Setting up a campaign

Affiliate marketing forms an integral part of digital marketing – how would you go

about setting up and launching a new campaign? Affiliate marketing should grow

your business, and grow with your business, so it’s important to plan and prepare

for long-lasting success.

First, you need a clear idea of your business’s identity, goals and unique selling

points. No doubt you will have competitors that affiliates already promote; you

need to be able to give affiliates compelling reasons why your programme is better.

With this in mind, you need to determine the goal of your affiliate marketing. If

you are a new business, you may just want to build traffic and brand awareness.

Depending on what industry you are in, your goal could be new customer leads, or

it could be increased retail sales. Make sure that you are clear on what you want,

and that your website reflects this.

Then, you need to decide whether you are going to run your own programme,

from affiliate recruitment to tracking and paying, or whether you are going to use

an affiliate network. If you are using an affiliate network, you’ll need to do your

homework on the best networks to join. Look at:

• Where your competitors are

• Who has the kind of affiliates you want

• What the joining fees and monthly fees are

• How much support they can offer you

• What countries the network is in

You’ll also need to decide whether you will hire an affiliate manager to run your

programme, whether you will outsource your programme management, or

whether you already have the resources to run the programme yourself.

You need to do a full competitor analysis, focusing on your competitors’ affiliate

programmes. Look at:

• Commission tiers

• Cookie periods

• Creative offerings

• Which affiliates they work with

• Networks

• Incentives offered to affiliates

Prepare the basics that you’ll need to start a programme:

• Product feed

• Banners and other creative offerings

Using your competitor research, decide on commission, commission tiers, cookie

period and incentives.

Test the tracking software on your site, and make sure that it does not conflict with

any other tracking you are using.

Now, you should recruit affiliates. Use your competitor analysis to contact potential

affiliates, promote your programme through affiliate forums, use your affiliate

network contact channels to approach affiliates, and approach sites that you think

fit your user demographic.

Affiliate Marketing › Setting up a campaignAffiliate Marketing › The building blocks of affiliate marketing

NOTE

It’s essential for affiliates to choose campaigns that are

relevant to the content they create to ensure

they are effective, and to maintain their

reputations. The Hotels. com campaign would

probably perform better on a travel blog than a political news site, for

example.

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And it doesn’t all stop once you’ve launched! The key to successful affiliate

marketing is ongoing communication with and marketing to your affiliates.

You need to make sure you are on top of validating sales, so that they get their

commission. You need to ensure that you stay competitive with your commission

offering. And you need to keep your affiliates up to date with any information that

could make them send more customers your way – more revenue for you and

therefore more cash for them.

12.5 Tools of the trade

Affiliate marketing today forms a fundamental part of most online retailers’

strategies. So what tools does a merchant need to have a successful programme?

Any retailer should have a product feed, in either XML or CSV. A product feed is a way of providing information about the products on a merchant’s website in a

way that breaks up the information easily, and is standardised. A product feed will

probably contain the following information for each product:

• Product name

• Product URL

• Picture

• Price

• Description

• Shipping price

• Stock status: in stock / out of stock

Affiliates, particularly search affiliates, can then use this to promote individual

products.

A product feed is made available on a simple URL, and displays content that

affiliates can use in their campaigns. You can view a product feed by visiting:

http://www.jr.com/category/audio/accessories/musical-instruments/pedalsand-

effect-processors/pedals/n/4294563327/.

Merchants need to create a set of banners and buttons that can be placed on

affiliate websites. At a minimum, the following sizes should be available:

• 468 x 60 (banner)

• 125 x 125 (square)

• 120 x 60 (button)

• 120 x 600 (skyscraper)

Having interactive banners, such as gift wizards or product searches, means that

potential customers can interact with the brand before they even come through to

the merchant’s website.

If the merchant or the affiliate network hosts the banners, these can be updated

without the affiliates having to do anything. This means that the message can be

kept current across all of the merchant campaigns.

Merchants need to consider who will be monitoring and driving the success of the affiliate campaign. Merchants may be able to run the programme in-house

with current staffing resources, or hire an affiliate manager. It is also possible

to outsource the management of the affiliate programme to an agency that

specialises in affiliate marketing.

Lastly, merchants need to keep in touch with their affiliates: the networks have channels for communicating with a large number of affiliates, but it is also

worthwhile to interact on some of the affiliate marketing forums in order to keep

informed.

What tools does an affiliate need? Affiliates need to get to grips with the spectrum of digital marketing tactics, and choose what works best for them. Paid search affiliates will focus on PPC tactics,

while affiliates running bespoke websites will probably put a lot of energy into SEO.

It depends on where their talent lies, and where they see a gap in the market.

For affiliates, keeping up to date with merchants, other affiliates and the industry

is probably the key to growth. That, and finding the time to put it all into practice!

Joining forums and keeping tabs on industry leaders will help to do just that.

Some notable affiliate marketing forums:

• Webmasterworld: www.webmasterworld.com/advertising

• Affiliates4U forum: www.affiliates4u.com

12.6 Advantages and challenges

While affiliate marketing certainly deserves increasing recognition for its key role

in growth, it is still a young industry with all the growing pains that that involves.

What is holding people back?

• There are seldom contracts in place between affiliates and merchants. For a merchant, this means an affiliate could decide to stop promoting

the programme, with no notice given. This could lead to a sudden traffic

NOTE

Read more about this in the Online Advertising

chapter.

NOTE

This product feed can also be submitted to the Google Merchant Center

(available in a few countries including the

US and the UK). This will allow your products to be served as ads in the search engine results,

leading to even more sales.

Affiliate Marketing › Advantages and challengesAffiliate Marketing › Setting up a campaign

338 339

and sales drop, depending on how reliant the merchant had been on that

affiliate. Similarly, merchants may decide to terminate a programme,

meaning a loss of revenue for affiliates. Particularly if little notice is

given, affiliates may have spent time and money setting up promotions,

only to have the campaign pulled out from underneath them.

• There is still little to no industry regulation, although the majority of the industry does strive towards best practices. While some affiliates have

resorted to shady practices in the past (with adware and email spam),

the majority have banded together to blacklist this kind of behaviour.

• Some merchants fear a loss of brand control.

• Affiliate programmes are not easily scalable, since they often include a lot of admin and technical setup.

But, of course, there are so many benefits to affiliate marketing:

• It’s pay-for-performance marketing, so merchants are paying only for growth.

• The merchant’s sales force just became bigger, as well as its branding potential.

• There is a very low barrier to entry for both affiliates and merchants.

12.7 Case study

12.7.1 One-line summary

An ebook retailer turns to affiliate marketing and dramatically exceeds its traffic and sales targets.

12.7.2 The problem

The eCommerce market is highly competitive, and online shoppers tend to compare prices and

look for the best deals, rather than staying loyal to a specific retailer. Because of this, retailers

need to keep their prices low, leading to reduced margins and race to the lowest price.

Customer acquisition is therefore a priority for eCommerce retailers, and they often turn to a wide

range of online marketing channels to find and attract new markets. The Search Agency worked

with a well-known ebook retailer – which offers over 3 million products in 170 countries – to get

their flagging in-house affiliate programme to deliver real results.

12.7.3 The solution

The Search Agency analysed the way in which the ebook retailer was running its affiliate

programme and developed a solution that it called the ‘Affiliate Triple A strategy’. It was structured

in the following way:

• Affiliate Acquisition focused on finding and retaining a high number of quality affiliate partners. This involved creating a marketing campaign and recruitment programme

aimed at these affiliates.

• Affiliate Activation involved creating special offers and deals to encourage affiliates to get on board. This included creating a basic informational guide to the programme and

benefits, and contacting previous affiliates who had since stopped sharing the retailer’s

links.

• Affiliate Activity wrapped this up by encouraging sales and getting affiliates more deeply engaged in the programme. They created a merchandising calendar, banner ads, copy,

and a product feed to inform and support the affiliates on the programme.

12.7.4 The results

Through proper planning, engagement and incentives, The Search Agency managed to smash the

ebook retailer’s target of 100% more sales over 12 months. Their actual results over were:

• A 200% increase in traffic generated by affiliates in 12 months

• A 321% increase in sales transactions generated from affiliate sources in 12 months

• Over 18 months, the affiliate-based sales transactions increased by 629%.

The success of the initiative meant that the retailer has now included affiliate marketing as a

core component of their online marketing strategy. It has also allowed the business to expand its

business in Australia and Europe.

12.8 The bigger picture

As affiliates are marketing in an online environment, they will use all of the tactics in this book.

Some affiliates even run affiliate marketing campaigns for their own websites!

But as a merchant, how does affiliate marketing fit into the overall marketing mix?

For starters, affiliate marketing can allow merchants to add elements to their digital marketing

with a fixed CPA. As an example, a merchant may want to promote their products through search

advertising, but may lack the expertise to run a campaign. Instead of paying an agency, the

merchant can recruit search affiliates to run search advertising, and the merchant will only ever

pay for performance.

Affiliate Marketing › The bigger pictureAffiliate Marketing › Advantages and challenges

340 341

Working closely with affiliates, merchants can get many more case studies for analysing and

optimising their websites, particularly when it comes to conversion. As affiliates are paid for

performance, they will be more than willing to advise on ways to improve conversion rates.

Affiliate marketing can be used to complement other campaigns, offline or online. Making sure

that there are banners to support these campaigns, the merchant can ensure a wider audience for

their other marketing efforts.

Affiliate marketing allows for targeted traffic from niche websites. While the merchant can focus on

a broad spectrum of websites, affiliate marketing allows for the targeting of niche traffic sources.

12.9 Summary

Affiliate marketing is performance-based marketing where merchants reward affiliates

commission for successful referrals.

There are different types of commission, based on the merchant’s industry:

• CPL

• CPA

• Revenue share

• CPC

The most essential element in affiliate marketing is tracking. Tracking software places a cookie on

a user’s browser when that user clicks on an affiliate link. The cookie period is determined by the

merchant. If the user performs the desired action within the cookie period, the affiliate is awarded

commission.

Affiliate networks are often used as an intermediary between affiliates and merchants. Affiliate

networks provide tracking solutions, reporting and support to both affiliates and merchants.

Affiliates use a number of means to promote merchants. These include:

• Personal websites

• Content and niche sites

• Email lists

• Loyalty sites (points or cash back or charitable donations)

• Coupon and promotions sites

• Search advertising and search arbitrage

One of the keys to successful affiliate marketing is ongoing communication between merchants

and affiliates.

12.10 Case study questions

1. 1. Why is having a strategy such an important part of running a successful affiliate

programme?

2. 2. What role did each of the ‘Triple A’ strategy components play, and how did they build on

each other?

3. 3. Why is affiliate marketing so well suited to this brand?

12.11 Chapter questions

1. 1. What factors should be considered when determining what commissions should be when

you are planning an affiliate campaign? How do these differ for revenue-sharing campaigns

and CPA campaigns?

2. 2. What is the difference between a lifetime cookie and a lock-in cookie? How do you think

lock-in cookies affect the commission levels offered by merchants?

3. 3. Why do you think some affiliates run affiliate programmes for their own websites?

4. 4. How can a merchant try to ensure that their own marketing efforts do not overlap with

those of their affiliates? Why would a merchant want to reduce overlap?

5. 5. As an affiliate, what factors would you look at before joining a programme?

12.12 Further reading

www.AffiliateProgramAdvice.com – affiliate advice from a team headed by Jess Luthi, who has

been in the affiliate marketing industry since its start in the UK.

blog.affiliatetip.com – a blog from Shawn Collins, an affiliate since 1997 and founder of Affiliate

Summit, the leading industry conference.

12.13 References

The Search Agency, n.d. Affiliate Marketing Case Study: eBooks Retailer. [Online] Available at: http://www.thesearchagency.com/sites/default/files/TSA_casestudy_eBooksRetailer.pdf

[Accessed 5 June 2013].

Affiliate Marketing › ReferencesAffiliate Marketing › The bigger picture

What’s inside: An introduction to video marketing and the key terms and concepts you need for this chapter. We look at how to produce an online video within a sound content

strategy, and how to promote it through paid, earned and owned media channels.

13 Video

Marketing

344 345

13.1 Introduction Unlike text and even images, video offers an extremely rich, engaging and

stimulating experience for viewers. With the increased availability of bandwidth

and improvements in video technology, people have started watching and sharing

videos on a scale never seen before. From music videos and funny clips of animals

to reviews, how-to’s and exciting commercials and movie trailers, people are

turning to video for entertainment, information and valuable content.

In early 2013, Google was the world’s largest search engine with almost 19.5 billion

searches in January alone representing a 67% market share in the US (comScore,

2013). Interestingly, the second largest search engine was in fact YouTube, the

popular video-sharing website. This indicates that people are turning to YouTube

with precise, intent-driven behaviour: they’re not just browsing randomly or

waiting for a link to land in their inbox. YouTube boasts over 1 billion unique users

per month (YouTube, 2013).

Online, we turn to search engines to help us answer questions and find content.

That content can be anything, from images to text, and of course, video. Text

content can be read by search engines, but content such as images and video

cannot be read nearly as well. With more and more people using searches to find

video content, understanding how to create videos for online and optimise videos

for searching is an important part of any digital strategy.

According to YouTube, there are more than four billion hours of video viewed

each month on its website, while every minute, 100 hours of video are uploaded

(YouTube, 2013).

Videos can come from anyone, and from anywhere. Small home videos can

experience massive global reach, as was the case with the popular Charlie Bit My Finger video which has accumulated 558 million views as of September 2013. Musicians often use social video platforms to share their music videos and, of

course, brands use video-sharing platforms to communicate messages via video.

People are increasingly interacting with brands via video by creating opinion

videos, parodies and responses. More importantly, they have the power to market

themselves, their ideas, who they are and what they do. For example, Laura Vitale

has created a series of engaging cooking videos right at home – her informative

and valuable videos (created on a budget) have garnered over 69 million views and

500 000 subscriptions.

Video content helps you connect with your audience, creating an experience and

encouraging engagement.

In this chapter, you will learn:

• Why video marketing is such a powerful, versatile and effective

marketing channel online

• How successful online videos are produced, step by step

• Paid, earned and owned methods of promoting your online video

13.2 Key terms and concepts

Term Definition

Annotation

A comment or instruction (usually added as text) on a YouTube video. A YouTube annotation may contain links directing users to other pages within YouTube or, if a brand is willing to pay, to outside websites.

Captions Text that appears over a video that labels a scene, identifies a location or person, or narrates dialogue onscreen. Captions can be either open or closed.

Embedding Taking video from an online video provider and posting it elsewhere on the web.

Google AdWords Google’s search advertising program, which allows advertisers to display their adverts on relevant search results and across Google’s content network.

Meta data Information that can be entered about a web page and the elements on it to provide context and relevance information to search engines.

Search engine results page (SERP)

The actual results returned to the user based on a search query.

Thumbnail The still image that is shown at the start of the video. This can be selected, and can make a video more enticing.

Video search engine optimisation (VSEO)

Optimising videos for search engines, similar to the way in which one would optimise a website to rank higher on the SERPs.

Video syndication The process of distributing and getting search coverage for videos.

Views The number of times a video has been seen. Multiple views can come from one user.

Viral video A video that becomes immensely popular, leading to its spread through word of mouth on the Internet via email, social networks and other hosting websites.

Vlogger Video blogger. A person who produces regular web videos about a chosen topic on a video-enabled blog.

Video Marketing › Key terms and conceptsVideo Marketing › Introduction

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13.3 Video content strategy

Videos are powerful because they can have a strong emotional effect on viewers –

it’s no secret that funny, shocking, amazing and inspirational videos do particularly

well online. Video is the ideal tool for experiential marketing – giving viewers the

chance to experience something alongside the onscreen actors and consider

how they would feel or act in that situation. It also helps to show off a brand’s

personality, tone and communication style.

Many people are still under the misconception that online videos are expensive

and difficult to produce. That’s not the case – the many millions of successful

home video bloggers (vloggers) and marketers prove otherwise.

Unlike content made for TV, web video content can be filmed at a much lower cost

and quality, using readily available home video equipment. Affordable high-quality

cameras have made quality content production a reality for everyone. Viewers

don’t necessarily expect a super-slick offering (though even this is possible with

some basic video editing software). To get started with making video marketing

content, you will need:

• A camera – depending on what you can afford, this can range from a simple webcam or your mobile phone’s camera to a (top-of-the-line)

professional camera, though there are many excellent mid-range options

available at a low price.

• A microphone – while some cameras have a built-in microphone, it’s worthwhile investing in a proper mic to ensure that you capture better

sound quality (built-in microphones tend to catch a lot of background

noise at the expense of the main audio).

• Video editing software – you will need a software package to cut, edit and finish your video; there is a wide range of options, including free built-in

software (Movie Maker for Windows and iMovie for Mac) and professional

video editing suites (such as Final Cut Pro or Adobe AfterEffects), which

can be more costly. YouTube also offers an online video editing tool.

13.3.1 Video content versus video ads

Video marketing covers two approaches:

1. Video content: These are videos made to entertain, inform, share updates or otherwise enlighten or delight the viewer. Much like syndicated articles

or blog posts, these are usually not directly promotional, but instead

provide shareable content that gives value to the viewer. Some examples

of video content include:

• How-to guides and tutorials • Conference talks

• Video presentations • Valuable industry updates

• Educational lectures • Product reviews and advice

• Entertainment

2. Video ads: These are simply adverts that are filmed and formatted for online use. These can be existing TV commercials that are shared online,

or custom ads made specifically for the web. We’ll cover a range of options

for posting your video ads below, in the section on paid video promotion.

13.3.2 Going viral

The holy grail of video marketing (and, in fact, any marketing on the web) is having

a piece of content ‘go viral’. This means that the content spreads from person to

person through the web at a very high rate, attracting an exponentially growing

audience as it gains popularity. The key to this viral effect is social media, where

each user is connected to a wide network of others and can easily share content

with their friends. Because this is a trusted social referral, it’s more likely that they

will view and share it themselves (if it’s good enough).

Figure 1. A screenshot of the Will it Blend video on YouTube, indicating the number of times it has been viewed.

Video Marketing › Video content strategyVideo Marketing › Video content strategy

NOTE

Think about it now: if your company or brand wanted to create content videos, what format and approach would you use?

NOTE

There are many useful, free resources and

tutorials on creating videos online -

www.wikihow.com is a good place to start

looking.

348 349

Nobody quite knows the secret recipe for getting content to go viral, and quite

possibly there isn’t one – the sheer variety and scope of viral videos shows that

almost anything might catch the interest of the Internet on the right day. This

means that it’s very difficult to craft a video in order to make it go viral. But there

are some principles that can help you make great video content with the potential

for viral spread:

• Address a currently trending topic. Find something that people are already excited about or interested in, and see how you can contribute

meaningfully to the conversation. For example, make your own edited

version of a viral video.

• Make it enticing. Craft the video’s description, title and thumbnail so that they draw attention.

• Make it remarkable. Whether it’s funny, astonishing, scary, shocking or informational, your content has to have value for your viewers – and it

has to give them social capital for spreading them.

• Make it unique. The Internet loves new, fresh, crazy ideas – so don’t rehash somebody else’s success or stick to a formula. Be truly creative

and inventive.

• Make it shareable. Include the tools and incentives to make your video easy to share; consider social media chiclets, annotations, encouraging

comments and more.

• Make it short. With very few exceptions, successful viral videos tend to be short, impactful clips. People have short attention spans, so make

sure you get the message across quickly.

13.4 Video production step by step

Creating video content for the web is easy and cost effective. Consider the following

process.

13.4.1 Identifying your audience

As always, you first need to identify the audience for whom you are creating this

video content. What are their wants and needs? What video content are they already

consuming? How can you engage their attention, provide something valuable, and

promote your brand at the same time?

Some solid market research will reveal the answers to these questions.

13.4.2 Planning and concept

Now you need to come up with the core concept for the video, which will be dictated

by what will resonate with your target audience. Will it be a once-off clip or part of

an ongoing series? What marketing message do you hope to convey? Decide on the

best style and tone in which to convey this.

Once you have decided these aspects, it’s time to start planning your actual video

shoot. You will need to write a script (or at least prepare a breakdown of what the

video should include), and schedule the shoot – consider the venue, crew required,

actors, and any other props or elements you need. How long this takes will depend

on the complexity of the video you’re planning.

13.4.3 Producing the video

Now it’s time to get filming! Once you have all the footage and audio, you will need

to edit it together, add any special effects and other elements, and save it as the

final video.

13.4.4 Choosing and uploading to platform

Once you have the video, you need to decide where it will be uploaded to.

There are two options for making your video content available online. These are not

mutually exclusive and there are techniques for both to ensure the best distribution

and search coverage for your video. For example, you could be embedding videos

posted elsewhere on your site.

Online video can be hosted on your own site, or it can be posted to one or many video distribution channels. If you post your video somewhere such as YouTube or

Vimeo, it is then easy to embed it into your website as well.

The main advantage of posting a video to a third-party site is the opportunity to

exploit an already existing audience quickly. These websites also usually have a

built-in social and viral media aspect to their user experience. Video-sharing sites

tend to have simplified algorithms which are easier to take advantage of, leading

to more rapid universal search exposure.

YouTube (www.youtube.com) should be your first port of call when posting videos,

since it is the biggest and most popular video hosting site on the web. Rather than

posting a video under a normal username, create a branded channel – a YouTube

‘home page’ for videos created by your brand.

NOTE

For some helpful pointers and advice on producing your video, take a look at the Vimeo Video School: vimeo. com/videoschool.

Video Marketing › Video production step by stepVideo Marketing › Video content strategy

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YouTube channels allow you to add a logo, background, branded elements, a brand

description and links to your other web properties. This means you can customise

the page as you see fit. Channels also have a range of analytical features for

measuring video engagement, and as an added bonus, they work well on mobile

devices, too. Furthermore, you gain many benefits in ranking well on the world’s