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77 Cards in this Set
- Front
- Back
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Developing the Idea of the Website
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Define the purpose of the website:
- Business to business - Social networking - E-commerce - Micro-site |
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Defining the Sites Objectives
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To generate direct revenue through e-commerce capabilities
To generate indirect revenue by enticing visitors to contact the company and engage in a business relationship To build brand recognition To build traffic for the purposes if generating advertising revenue |
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Needs Assessment
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Successful web developers conduct a thorough needs assessment for their products prior to beginning develop. What each site needs in terms of resources ultimately depends on its objectives. The site must consider:
- Graphic design - Programming - Marketing - Content development - Product inventory - Site hosting |
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Understanding the Audience
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Consider:
- Demographics - Psychographics - Site design and functionality (colours, graphics) - What the audience wants - What the audience will respond too - What will make the audience take action |
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Web Site Navigation
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Develop a site map
- a schematic showing organisation of site content - it is broken down into sections and tiers Basic Site Map - Layer 1 (info. directly accessible from the home page) Lower Layers - shows the pages accessible from each category (second tier) Expanded Layers - shows all the individual pages that can be accessed through the second tiers (third tier) Wireframes: Indicate the eventual layout of the webpage Successful pages: - promote the brand - provide easy access to information - lead the user to specific areas |
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Content Management Systems
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Allows for medication by an 'administrator'
- Copy/content amends, additions, deletes - Image upload, download - Basic formatting E.g. iLearn, Wix. |
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Content Development
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Content for a site can come in the form of images, videos, blogs, or a variety of other media. Sites such as Facebook and YouTube rely on user generated content.
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What is a Tag Cloud?
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A tag cloud is a collection of tags that are popular among visitors to a certain site. Tags within the cloud change in site, getting bigger or smaller as they are searched more or less often relative to other tags.
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What is E-Commerce?
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The buying and selling of services through any electronic medium.
- Experienced growth of 21.1% to top $1 trillion in 2012 |
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What are some pros of online shopping?
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- Convenience
- Less expensive - Personalised selection - Wider selection - Reliable |
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What are some cons of online shopping?
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- Shipping payments
- Delivery time - Lack of trust - Too many choices - Lack of customer assistance (instant chat) |
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What was the Shoes of Prey Case?
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Shoes of Prey allows consumers to design their own pair of shoes, custom made to meet their measurements. Using a wide range of design tools, consumers are ale to create their ideal pair. Once a customer is satisfied with their design, the website delivers a brief to shoemakers in China, who create each pair, delivering them in a glossy black box to the consumer up to six weeks later.
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Paid Memberships and Subscriptions
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Some websites sell paid memberships or subscriptions instead of physical products. These subscriptions may be for information usage.
E.g. eHarmony (online dating website) |
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The Shopping Cart and Check out Process
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The shopping cart holds items that the consumer wants to purchase.
It maintains a running total of the cart,with consumers possessing the ability to easily add or remove items if need be. |
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Shopping Cart Abandonment
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Nearly 75% of all online shoppers abandon their shopping carts because:
- the process is too long - too much personal information is required - too many extra charges are added to the sub-total before the final check out (shipping) |
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5 ways to prevent shopping cart abandonment:
R. S. R. T. R |
Research: keep all the information that might influence their decision out of the shopping cart.
Streamline: ensure the cart is simple to access and easy to use Registration: if you require the customer to register, ensure it only occurs once, twice and it may deter the customer Trust: the website will need to be welcoming and professional, including various payment methods Reliability: the site must run smoothly, any potential crashes will deter the customer from using your site further |
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10 things to consider with shopping carts
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- don't overcomplicate the process
- use an "add cot cart" button instead of buy now - keep the customer in the store - have the shipping cost up front - allow for discount on postage after multiple purchases - avoid requiring registration before accessing the cart - don't forget GST - ensure flexibility in terms of payment processes - avoid the need for written instructions to use in the checkout process - inform customers if an item is out of stock |
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Data Capture at the Checkout
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- Capture shoppers shipping address
- The method of payment - The billing address, if the shopper intends to pay by credit or debit card - The desired method of shipping |
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What is Geo-deomograhpic Profiling?
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The practice of defining a target audience based on their geographical location, often used by marketers to offer specific options.
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Usability Testing
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Stages:
Concept testing: before the sites construction, qualitative data Prototype testing: test multiple times during construction, combination of metrics and qualitative data Full usability testing: before the site goes online (full beta), combination of metrics and survey followup |
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Measuring website traffic, audience and campaigns
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- Hits
- Impressions - Page views - Sessions - Click-through rates - Bounce rates Audience Measures: - Total visitors - Unidentified visitors - Identified/registered visitors - Unique visitors Campaign Measures: - Channel effectiveness (email, banners, conversion rates) - Keyword effectiveness Behaviour on site: - Number of page views - Session time - Shopping cart abandonment |
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Google Analytics
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Measurement tool used for:
- Audience reporting - Sourcing traffic - Meeting business objectives Visitors Overview: Provides a deeper analysis of the visitors that come to the site. Providing information on what language they read copy and which browsers they use Site Usage: Visits: the number of times people have visited the site Pageviews: the total number of pages visited by all of the visitors for the given time period Pages/Visit: the number of page views for the given timeframe divided by the number of visits Bounce rate: the percentage of viewers who come to the site and leave immediately without visiting any other page The Timeline: Shows the activity on the site within a specified period - usage trends - growth over time Map Overlay: Breaks down users by geography, showing where traffic is coming from, with darker shades representing regions with the most traffic. Traffic Sources: Lets the marketer know how visitors are finding the site |
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How Search Engines Work: Four Stages
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1. Crawling:
Program that automatically searches the web to find web pages that might be relevant, searching based on keywords in the webpage which are hidden from website visitors 2. Indexing Pages gathered by the crawler are indexed in a database 3. Ranking and Scoring Weighting factors that search engines use to decide which URL's appear first on particular searches known as "Page Rank" 4. Search Utility Takes terms supplied by users, searches the index/database and returns a results listing (Google) |
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Search Engine Optimisation
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Refers to the process of designing a site and its content whereby search engines (such as Google) find the site without being paid to do so.
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Why the need to improve your ranking
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- Searchers value credibility
- Many searchers don't look beyond the first page |
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What are some organic SEO influencers?
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- Web hosting
- Social footprint (mentions,syndication) - Overall website traffic (click throughs, bounce rates) - Domain name authority (age, mentions) - On-page factors (tagging, content, design) - Link building (volume of links, trust factors) |
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1. Link Building
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Build linkages for credibility or importance:
- Large volumes of links - Providing trustworthy links Internal Links: - Links within the pages for your own website External Links: - Links to your content areas - Manufacturers websites - Bloggers websites - Social networks |
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2. On-page Factors
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Your site should include:
- Lots of good and relevant content - Regular updates - Content relevant for your target audience - Consistently related keyword search terms |
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Keywords
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Search terms, words or phrases
- Selected by the user when making a search in a search engine - Terms that are bid on in a PPC E.g. - Compare car insurance - Cheap car insurance - Women car insurance - High mileage car insurance - Car insurance UK - Buy car insurance |
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3. Domain Name Authority
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- Age
- Search engine submission - Index inclusion - Mentions - Social media footprint - Brand influence |
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What are some problems of organic search?
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- Search engines unable to navigate the site due to flash animation
- No site map on the website - Diluted link popularity |
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What are some black hat techniques for search?
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Keyword stuffing: jamming pages full of search rich words regardless of content
Invisible text: using white text on a white background Cloaking: presenting the search engine with different content to what is shown in the browser Doorway pages: fake pages that the user will never see Link farming: a group of sites arrange to link to each other whether the links relevant or not |
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Advantages and Disadvantages of SEO
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Advantages:
- Highly targeted - Potentially low cost - Dynamic - Long term marketing solutions (always on) Disadvantages - Lack of predictability - Ranking is difficult to predict - Ongoing investment - Poor for developing awareness |
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What is Search Engine Marketing?
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Also known as pay per click (PPC), cost per click (CPC), paid search or paid advertising.
Involves "text ads" targeted to keyword search results on search engines. Google ranks PPC ads on: - Keywords click through rate - Ad text relevance - Landing page relevance Optimising PPC: - Keyword matching |
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Advantages and Disadvantages of SEM
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Advantages:
- Cost per click model (only pays when clicked) - Highly targeted - Predictable - Effective branding Disadvantages: - Competitive - Expensive - Time consuming - Trust issues will prevent clicks |
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What are the three stages of the marketing and promotional strategy?
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1. Acquisition: acquiring customers through search engine marketing etc.
2. Conversion: converting the customers to sales 3. Retention: retaining the customers through personalised email registration, rewards etc. |
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Internet Response Process
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The customer Journey:
Unawareness: online advertising, search engines Awareness: websites as an online process Interest: websites as an inbound response medium Desire: data capture, email offers Purchase: payment processing Re-purchase: reminder emails Upgrade: customised emails, website content Cross purchase: reactivation emailed offers |
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Media Planning
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You must consider:
- Reach and frequency - Coverage - Selectivity - Cost per contact |
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Media Scheduling
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Continuity: refers to continue pattern of advertising
Flighting: intermittent period of advertising and non-advertising Pulsing: combination, as continuity is maintained yet there are period where advertising is more prevalent than others |
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Communication Process
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Sender
Encoding Message Message Channel Decoding Message Receiver |
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What are some Customer Acquisition Techniques?
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- Offline advertising and promotion
- Events and public relations - Social media marketing - Viral marketing - SEM - Email promotions |
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Advertising
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Television Advertising
- Delivers a mass message, cost effective - Drive traffic to your online destination Print Advertising Online Public Relations/Blogging Sales Promotion - Coupons and rebates - Loyalty programs - Sampling - Contests Billboards Promotes messages through large signage in public places |
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What are some acquisition techniques using online media?
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- Display advertising/banners
- Search advertising/SEM (adwords) - Social media advertising - Mobile advertising Tracking banners: - Click through rates - Conversion from click |
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What is an example of integrating offline and online to drive site traffic?
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The Best Job in the World
Tourism Queensland promoted the Great Barrier Reef as a global tourism destination with a website encouraging people worldwide to apply for The Best Job In The World, to be a "Caretaker of the Islands" of the Great Barrier Reef for half a year, based on Hamilton Island. |
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What are the benefits of social media?
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Expressing:
- blogging - file sharing - product reviews - rating systems Connecting: - Staying in touch - Ease of gathering news Collaborating: - Team work |
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What are the benefits of Social Media Marketing?
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- Cost efficient
- Broader visibility - Brand relationship |
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What is the social media marketing planning cycle?
L. G. S. T. T. I. M. T |
Details an organisations social media goals and the actions necessary to achieve them
Listen: to what people are saying about a company to determine its current social media presence Goals: determined by the wants and needs of the target market Strategies: 8 C's Target Audience: identify who you are targeting Tools: what social media platforms are being used Implement: Monitor: track (likes, shares) Tune: adjust to meet consumers needs |
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What is RSS?
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Really Simple Syndication
Used: 1. To keep their site visitors informed 2. Keep up with how company is being used in the media 3. Stay up to date with competitors 4. Enables users to subscribe to content for automatic delivery Providers: BuzzNumbers Radian6 Socialradar |
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What are the 8 C's of Strategy Development?
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1. Categorise: social media platforms by target market relevancy (platform relevance to different geographic locations e.g Facebook in Australia)
2. Comprehend: successfully spark conversation, engage and energy participants (Like us on Facebook, Share this via..., Hootsuite) 3. Converse: publish relevant content, engage in conversation, twitter, blogs, Facebook 4. Collaborate: build relationships with users 5. Contribute: regular, relevant content (Mashable) 6. Connect: with influencers so you can shape opinions about your service 7. Community: discussion boards, blogs, Facebook pages (Dark Knight: community building and consumer fan conversation) 8. Convert: strategy into desired outcomes (brand building = product sales, new product ideas, P&O Cruises: Swine Flu Crisis Reputation Management) |
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Permission vs Interruption Marketing
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Permission Marketing:
When consumers consent to being marketed. Adding value to consumers lives, causing them to welcome and request certain marketing messages. E.g social media, newsletters Interruption Marketing: Where companies purchase the right to interrupt people and demand their attention, focused on selling a product such as TV advertising, magazine ads, billboards, radio ads etc. |
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Initial Entry Strategy
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Passive Strategy:
- Search out mentions of your business, its competitors, and the category or industry - Listen to what people are saying - Respond to start a conversation - Drive strategy or create content to share Active Strategy: - Create and build social media profiles - Connecting with key influencers - Engage by starting or participating in conversations |
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Principles for success in social media marketing
P. A. R. C |
Participate: brands that use/participate on social media
Authentic: be real, truthful, be personable, yet professional Resourceful: provide audience with credible info. Credibility: demonstrate thought leadership, showcase original thoughts and ideas related to the product or industry |
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Rules of Engagement
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1. Use social media channels as intended
2. Don't be a dirty spammer 3. Assume people don't care about the product 4. Have a personality 5. Provide context when seeking connections 6. Be transparent 7. Talk about the topic 8. Profiles are not billboards 9. Be nice |
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What is Blogging, and what are some blogging tools?
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Online equivalent to writing in a physical journal
- News - Thoughts - Daily events Blogging Tools: Blogger Wordpress Provide: Free accounts with paid add-ons |
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Types of Blogs
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Media Blogs
- Closely related to news and current events - Often run by journalists Business Blogs - Run by companies or industry organisations - Provide advice, industry insight, updates - Establish company as an industry thought leader Personal Blogs - Maintained by individuals - Typically events from day-to-day lives Micro Blogs - Shorter, snappier posts - One line or two |
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What are some benefits of blogging?
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- Inexpensive and easy to get started
- More personal, human voice, conversational tone - Helps increase credibility - Improves customer service - Supports marketing campaigns - Increased visibility |
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What are some pitfalls of blogging?
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- Lying
- Ghost-writing - Sub-standard execution - Longevity - Representation |
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Facebook for business marketing
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- Cost effective tool for small business
- Lets business owners expand their networks, communicate with their friends, potential clients - Share business information through status updates, pictures Ways to advertise: Marketplace ads Page post ads Promoted posts Sponsored stories Ads placed on CPC Cost per action (like conversations) Cost per impressions (CPM) |
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Uses of LinkedIn
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- Graduates seeking career path opportunities
- Job seekers and business developers leveraging connections or introductions Campaign pricing: CPC: specify the maximum per click cost, allocate daily budget CPM: set a cost for each 1,000 times your ad is shown |
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Twitter
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- Social networking and micro blogging service
- Advertising in 140 charter fragments to hyperactive online audience Twitter lingo: Social reach: first order followers (second order followers is their followers + your followers) Social velocity: number of new followers per day since establishing your profile Social capital: a measure of how influential a twitters followers are. A high value indicates that most of that twitters followers have a lot of followers themselves. E.g. Mashable Marketing via Twitter: - Use creative approach for profile - Keep it minimalist and frequent - In-stream advertising Cons of Twitter: - Most brands still irrelevant to twitter - Search may be difficult on user name Advertising: Promoted Tweets Target to: Search: tweet appears at top of search listing Timelines: appear at top or near top of timeliness upon refresh Platform: mobile/desktop Geographic Trending Ad Analytics: Impressions Re-tweets Clicks |
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Video as a Social Media tool
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Reasons for posting videos to video-sharing sites:
1. Marketing 2. Education 3. Fame 4. Re-broadcast 5. Street journalism |
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Marketing videos
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Marketing usage:
- Expand viewership of TV commercials - Announce new products - Provide corporate overviews - Engage audiences in online training |
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Benefits of Marketing Videos
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- Deeper and more effective messaging
- Integrated and supportive offline campaigns - Larger audiences |
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The AEIOU rule for creating appealing video content
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Authentic: real people in actual locations
Entertaining: people enjoy funny/sexy/quirky content Intimate: stories or personal drama experienced by peers Offbeat: videos that challenge a taboo or that seem otherwise strange and unlikely can be highly popular Unusual: an unusual image or clop may be further edited by other content creators |
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What is viral and its relationship?
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Word of Mouth + exponential growth = viral marketing
Word of Mouth: the sharing of information about a product, promotion etc. between a consumer and a friend colleague or other acquaintance. Viral marketing: electronic word of mouth in which some form of marketing message is related to a company, brand, or product is transmitted in an exponentially growing way, often through the use of social media platforms. |
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Video as a social media tool
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- Integrate other social media tools allowing user interaction
- leave written comments on videos - Rate content |
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Advertising on YouTube
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- Paid search ads (consist of several lines of text and thumbnail
- Insight analytics and targeting (number of views, keywords driving traffic) |
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Types of Videos
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Educational Videos:
- how to videos - online classrooms - b2b, b2c Fame: - Home videos - Skits - Music Re-broadcast: - Major TV networks use the web to re-broadbast popular shows after they have first aired on TV - Attract more viewers to their shows - Introduces to a wider audience Street Journalism: - Mobile phone capability creates amateur journalists - Upload direct from mobile to YouTube |
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Benefits of marketing with online photos and other images
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- Used to showcase a product, document offers, and influence buyer mood
- Generate interest and online buzz - Highly persuasive - Effective at driving web traffic - The cost is low |
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Marketing with photo sharing sites
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Instagram:
- Use art, scenery, funny things with has tags, using related key words |
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Applications: factors that facilitate adoption
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Relative Advantage: perception of superior product benefits
Compatibility: similarity, don't have to change task performance Complexity: not difficult to learn to use Trialability/Divisibility: try on limited, modular basis Observability/communicability: ease of communicating benefits user |
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Marketing in online social games
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Billboards:
- should be presented in natural environments within the game - passive advertising (not involved in game) Product Placement: - more effective in aiding brand recall when the object is big and visible Product integration: - game characters have a virtual experience with the product |
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Affinity, Weight & Time Decay
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Affinity: affinity is built by repeat interactions with a brands edges. Actions such as commenting, liking, sharing, clicking, and even messaging can influence a users affinity. Weight: weight is a value system created by Facebook to increase/decrease the value of certain actions within Facebook. As a general rule it's best to assume edges that take most time to accomplish tend to weight more. Time Decay: time decay refers to how long the edge has been alive, the older it is the less valuable it is.
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Edgerank Score
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- Eventually will improve
- Meaning efficient marketing efforts - Higher the score, the more frequent on feed Why is it important? - Increases exposure - Leverage and maximises marketing budgets How to optimise edge rank? - Media rich content - Engaged audiences |
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Increase Affinity
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1. Treat Facebook as a content platform: status, live stream, tips, quotes, photos, competitions, polls etc.
2. Use Facebook as an aggregator for all your social medias 3. Post and network as a page |
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Increase Weight
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1. Make sure some things exclusive (like this page to view)
2. Make your posts shareable (viral) 3. Ask questions 4. Show your personal side 5. Have real conversations |
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Increase Time Decay
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1. Update regularly
2. Take advantage of timing |
