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A Practitioner's Guide to Digital MarketingBMC 319-001

Downtown Campus 906, 8th Ave SW, Calgary, Room: 222

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Digital Marketing2 Questions:

How do we frame our Plan?How do execute on that Plan?

Digital Marketing2 Questions:

How do we frame our Plan?How do execute on that Plan?

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Digital Marketing ModelsThis is what we use to execute the plan…

Based on industry best practices that ensure end-to-end project integrity. Its methodology is designed to specifically accommodate the needs of digital marketing. Under normal circumstances, this process allows ample room for the creative process to unfold while preserving the discipline of technology-based project management.

Discovery: Opportunity, initiation, audits, primary and secondary research and interviews, analysis and strategy, personas, creative and technical briefing.

Definition: Concept and strategic development, design concepts, wireframes, site maps, business and functional requirements, solution architecture, production plan.

Design: Experience validation, creative and technical solutions, and functional prototyping.

Development: Creative and technical production, documentation, backend support and integration, quality assurance and testing.

Delivery: Launch, end-to-end system testing, localization of languages, deployment, optimization and maintenance.

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Digital Marketing ModelsThis is what we use to execute the plan…

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Upon successful completion of this course, you will be able to: •Apply Digital and Integrated marketing models as described in this course•Conduct a competitive audit of your Website using best-practice tools

•Understand the fundamentals of target audience definition, including user goals and persona creation•Understand the importance of User Experience Design and Website usability

•Understand the importance of Information Architecture •Conduct a content audit and understand the basics of copywriting for the Web•Understand technology considerations that affect the success of Digital marketing 

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AnalyticsHow are people using our website?

What insights can we gather?

AnalyticsHow are people using our website?

What insights can we gather?

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Visitors Content Traffic Sources

1.  Is traffic to my website growing, declining or stagnating? What are the trends?

Stats to focus on: Visits per period vs last period;  absolute unique visitors per period vs. last

2.  How useful are visitors finding the site? What are the trends?  In essence, are users engaged?

Stats to focus on: Average pageviews, time on site

3. Who are my visitors? Where do they live?  Are they new visitors or returning?

Stats to focus on: Map overlay and  new vs returning

4.  What pages of my site are most useful to visitors?

Stats to focus on: Top content, content by title, bounce rate

5.   Where do visitors first land, and how do they proceed through the site?

Stats to focus on: Top landing pages,  click patterns

6.  From what pages do visitors exit the site?

Stat to focus on: Top exit pages

7.  What traffic sources — direct (typing a URL), referral, search engine or paid ads — are driving visits to my site?

Stat to focus on: Traffic Sources Overview percentages

8.  What other websites are referring visitors to my site?

Stat to focus on: Referring sites

9.  What keywords are driving traffic?

Stats to focus on: Keywords and phrases

Analytics 101

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Target Audience How do we know who we are talking to?

How do we use this information to inform our thinking?

Target Audience How do we know who we are talking to?

How do we use this information to inform our thinking?

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Target Audience DefinitionAre your target customers male or female?How old are they? Where do they live? Is geography a limiting factor for any reason? What do they do for a living? How much money do they make? This is most significant if you're selling relatively expensive or luxury items. Most people can afford a cup of coffee. You can't say the same of a car. What other aspects of their lives matter?

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“Design for somebody, alienate

nobody”.

“Design for somebody, alienate

nobody”.

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Customer Ecosystem

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User goalsOne of the keys to success for an online property is that it aligns itself with

user goals.The ideal state is to know and understand the user’s goal when visiting the site in order to facilitate their experience and assist them in accomplishing their tasks.

User goalsOne of the keys to success for an online property is that it aligns itself with

user goals.The ideal state is to know and understand the user’s goal when visiting the site in order to facilitate their experience and assist them in accomplishing their tasks.

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Organizational vs. User

Organization User

• Organizational Effectiveness

• Convert sales and transactions to lower cost channels (cost per interaction)

• Lead Generation and Qualification

• Deeper Customer Insight

• One-to-one Marketing

• Ease of Use• Clarity around how I can

accomplish my goals.• “I just want to the buy

the darn thing”• Don’t make me use

more than one channel (or experience) to accomplish my goals.

• Customer Delight

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User Goals

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PersonasA user persona is a representation of the goals and behavior of a real

group of users, based on their demographics. We use them to determine how to align organizational goals with those of end users.

PersonasA user persona is a representation of the goals and behavior of a real

group of users, based on their demographics. We use them to determine how to align organizational goals with those of end users.

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Persona

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Customer Journey

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Content StrategyHow do we organize and write our content for the

digital context?

Content StrategyHow do we organize and write our content for the

digital context?

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Why is Content Important?Content is a Strategic Brand Asset, and should be treated

as suchContent is a large part of the user/customer experience

Content is often overlooked and left until the last minute

Why is Content Important?Content is a Strategic Brand Asset, and should be treated

as suchContent is a large part of the user/customer experience

Content is often overlooked and left until the last minute

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Content Strategy

1. Conduct a Content Inventory2. Weed out the ROT (Redundant,

Outdated, Trivial)3. Content Quality Checklist4. Look for overall Trends5. Establish an Content Plan

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Content Quality Checklist

CharacteristicsUsefulness & Relevance:

Does the content meet user needs, goals, and interests?Does the content meet business goals?For how long will the content be useful? When should it expire? Has its usefulness already expired?Is the content timely and relevant?

Clarity & Accuracy:Is the content understandable to customers?Is the content organized logically & coherently?Is the content correct?Does the content contain factual errors, typos, or grammatical errors?Do images, video, and audio meet technical standards, so they are clear?

Influence & Engagement:Does the content use the most appropriate techniques to influence or engage customers?Does the content execute those techniques effectively?Does the content use too many or too few techniques for the context?

Completeness:Does the content include all of the information customers need or might want about a topic?Does the content include too much or too little information about a topic for the context?

http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php

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Content Quality Checklist

CharacteristicsVoice & Style:

Does the content consistently reflect the editorial or brand voice?Does its tone adjust appropriately to the context—for example, sales versus customer service?Does the content convey the appropriate editorial and brand qualities?Does the content seem to have a style? If so, does the content adhere to it consistently?Does the content read, look, or sound as though it’s professionally crafted

Usability & Findability:Is the content easy to scan or read?Is the content in a usable format, including headings, bulleted lists, tables, white space, or similar techniques, as appropriate to the content?Does the content have the appropriate metadata?Does the content follow search engine optimization (SEO) guidelines—such as using keywords—without sacrificing quality in other areas?Can customers find the content when searching using relevant keywords?

Format:Text, PDF, image, outside link, etc.

Audience:For which target audience is the content intended?Is the content aligned with business or user goals?

http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php

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Establish a Content Plan

• Testing content with users: Incorporate questions about content in your user interviews, focus groups, usability tests, and surveys

• Monitoring content metrics: Engagement is a metric that suits content well. For content that’s meant to support conversions, tracking whether conversions increase after improving content is important

• Establishing governance: Have a group of stakeholders from across the company or organization meet regularly to oversee major content decisions

• Applying the publishing model to content For major content efforts, a publishing structure and related tools—such as an editorial calendar—are a natural fit

• Incorporating content guides, standards, and tips into CMS

• Maintaining the meta-data• Hiring employees, consultants, and agencies who

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Copywriting for the Web – Top 5 errors

Error

Error #1 : Writing Inwardly

• Before you start writing, collect feedback from customers and prospects. Ask them why they buy from you, why they don’t, and how doing business with you has affected them.

• Start with an outline. Associate every feature with a benefit and every benefit with an experience.

• Have a customer read a draft and then explain to you why they would want to buy the product. If the customer “gets it,” you’re a star.

• Do the same thing with a person who knows nothing about your product and industry.

Error #2: Burying the Lead

• Before writing, ask, What is the key takeaway I want visitors to have after they visit this page? That’s your lead.

• Highlight your lead idea in a bold font. This is especially helpful when you can’t work it into the first sentence.

• Use plain language.• Keep your most important points above the fold, as

sub-headings, as the first sentence of a paragraph and as bullet points.

http://www.smashingmagazine.com/2011/06/29/five-copywriting-errors-that-can-ruin-a-company-website/

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Copywriting for the Web – Top 5 errors

Error

Error #3: Mediocre Meta Data

Meta TitleThe meta title describes the subject matter of the page and is ideally 65 characters or fewer. Visitors see the meta title in their browser tab and in search engine results; it is the most important piece of information that Google and other engines read on a given page.Meta DescriptionThe meta description, ideally 155 characters or fewer, is a snippet of text that is displayed under a link on a search engine results page (SERP). The meta description has little if any SEO value but is important for conversions.

Error #4: Saying too Much

• Brevity, brevity.

Error #5: Weak or no Calls to Action

• CTAs generally fall into one of four types, listed here in descending order of commitment:• Place an order;• Enroll, subscribe, enter;• Get a quote;• Learn more.

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http://www.smashingmagazine.com/2011/06/29/five-copywriting-errors-that-can-ruin-a-company-website/

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Information ArchitectureHow do we structure our website?

What are the organizing principles?

Information ArchitectureHow do we structure our website?

What are the organizing principles?

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Information Architecture

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Information Architecture

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Site map

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Wireframes

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Site map

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Card Sort Exercise

Card Sort Exercise

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Requirements Gathering

Requirements Gathering

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User Stories

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MobileWhat makes mobile different?

MobileWhat makes mobile different?

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The mobile landscape is changing rapidly, particularly in Canada. Blackberry continues its sharp decline while Android phones continue to gain market share.

Canada U.S.

Mobile Market

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Source: StatCounter Global Stats. Q3/2011 – Q3/2012. http://gs.statcounter.com/#mobile_os-US-quarterly-201103-201203

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Not Functional on Mobile Devices

Functional / Viewable on Mobile Devices

Mobile Optimized Mobile Specific or App

Cannot view or interact with site on mobile devices. Typically are flash with no back-up graphics.

Site is visible and usable on “current” mobile devices (e.g. iPhones, touchsceen Blackberry). Flash elements replaced with backup graphics.

Mobile-specific styling of content and/or navigation. Same content as full site.

Unique site experience and content for mobile devices or the development of a native app specifically designed for the device.

Defining Mobile Optimization

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Ideally, a website should be fully optimized for mobile. The optimization and promotion of ‘featured’ mobile content should only be considered if:

•The Target Audiences being considered warrants specific and immediate attention – •A review of Analytics supports the fact that these audiences are accessing via mobile•Due to the site’s size and complexity, a pilot or phased approach is desired •A more detailed content audit and site inventory is necessary before optimizing the entire site•The target audiences in question do not warrant the development of a native mobile app (ROI)

‘Featured’ Mobile Content

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Progressive EnhancementProgressive enhancement is the separation of HTML, CSS and JavaScript. Which in turn, separates what the user can see in terms of their mobile experience. In its essence, we let the ‘user device’ (browser) ‘decide’ what

it is capable of handling.

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A Practitioner's Guide to Digital MarketingBMC 319-001

Downtown Campus 906, 8th Ave SW, Calgary, Room: 222

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