Digital Marketing Unit#2
Online Buyer Behaviour and Models
Contents
7Ps of Internet Marketing
Managing Online Customer
experience
Planning Website Design
Understanding Site User
requirement
Site design and structure
Developing and testing content
Integrated Interactive Marketing
Communications: Objectives and
measurement
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7Ps of Internet Marketing
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Managing the Online Customer
Experience
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Online/Digital
Customer
Experience
Digital customer experience
A brand’s total digital
experience includes a brand’s
presence on different platforms
including desktop website,
mobile site and apps, ads on
gaming platforms and digital
instore. The quality of digital
experience is based on the
combination of rational and
emotional factors of using a
company’s online services that
influences customers’
perceptions of a brand online.
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The Online
Customer
Experience
Pyramid
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Customer
Experience
Management
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The Customer Journey: Key Consideration
Points
1) Ease of locating the site through search engines services
provided by partners online on other websites;
2) Quality of outbound communications such as e-newsletters;
3) Quality of processing inbound email communications from
customers;
4) Integration with offline communications and touchpoints like
store and phone as part of multichannel marketing.
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Managing the Online
Customer Experience:
Steps Involved
1) Create a clear customer experience
vision
2) Understand who your customers are
3) Create an emotional connection with
your customers
4) Capture customer feedback in real
time
5) Use a quality framework for
development of your team
6) Act upon regular employee feedback
7) Measure the ROI from delivering
great customer experience
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What a Good Website be focusing on?
A good site should always begin with the user.
Understand who the customer is, how they use the channel to shop, and
understand how the marketplace works in that category.
This includes understanding who your competitors are and how they operate
online.
You need continuous research, feedback and usability testing to continue to
monitor and evolve the customer experience online.
Customers want convenience and ease of ordering. They want a site that is quick
to download,
well-structured and
easy to navigate.
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Who should be involved in a website Project?
Site sponsors. These will be senior managers who will effectively be paying for the system
from their budgets. They will understand the strategic benefits of the system and will be
keen that the site is implemented successfully to achieve the business objectives they
have set.
Site owner. ‘Ownership’ will typically be the responsibility of a marketing manager or e-
commerce manager, who may be devoted full-time to overseeing the site in a large
company; it may be part of a marketing manager’s remit in a smaller company. In larger
companies – for example, UK retail appliances brand AO.com – there is a separate team
for desktop, mobile and tablet platforms with separate team members covering all these
skills.
Project manager. This person is responsible for the planning and coordination of the
website project. They will aim to ensure that the site is developed within the budget and
time constraints that have been agreed at the start of the project, and that the site
deliversthe planned-for benefits for the company and its customers.
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Who should be involved in a website Project?
Site designer. The site designer will define the ‘look and feel’ of the site, including its styling
through Cascading Style Sheets (CSS), layout and how company brand values are transferred
to the web.
Content developer. The content developer will write the copy for the website and convert it
to a form suitable for the site. In medium or large companies this role may be split between
marketing staff or staff from elsewhere in the organization who write the copy and a technical
member of staff who converts it to the graphics and HTML documents forming the web page
and does the programming for interactive content.
Webmaster. This is a technical role. The webmaster is responsible for ensuring the quality of
the site. This means achieving suitable availability, speed, working links betweenpages and
connections to company databases. In small companies the webmaster mayalso take on
graphic design and content developer role
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Who should be involved in a website
Project?
Digital experience analyst or CRO expert. Familiar with how to analyze digital analytics to
identify site effectiveness and how to run conversion rate optimization experiments
Stakeholders. The impact of the website on other members of the organisation should not
be underestimated. Internal staff may need to refer to some of the information on the
website or use its services.
Conversion rate optimisation (CRO) Improving the commercial returns from a
transactional site through increasing conversion to key goals such as sales,
quotes, bookings or leads. CRO combines customer and competitor research
with evaluation of customer behaviour using web analytics
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Website Planning Process
Pre-development tasks . For a new site, these include domain name registration
and deciding on the company to host the website. They also include preparing a
brief setting out the aims and objectives of the site, and then – if it is intended to
outsource the site – presenting the brief to rival agencies to bid for and pitch their
offering.
Discovery, analysis and design . This is a research phase involving detailed
analysis and design of the site, and includes clarification of business objectives,
market research to identify the audience and typical customer personas and user
journeys and their needs, defining the information architecture of different content
types and prototyping different functional and visual designs to support the brand.
Content development and testing . Developing the site to create prototypes
including integration of content management systems, database integration,
usability and performance testing.
Publishing or launching the site or improvement . This is a relatively short stage.
Often a soft launch is used where the site is updated, but the version is not widely
communicated until the owners are sure the site is stable. Some site owners such
as Google test features with a limited number of users to assess their impact
before the features arerolled out more widely.
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Website Planning Process
Pre-launch promotion or communications. Search engine registration and
optimization is most important for new sites. Although search engines can readily
index a new site, they don’t give the same level of visibility to new sites (sometimes
known as ‘the Google sandbox effect’), where the site is effectively on trial until it is
established with links from other sites indicating its credibility. Briefing the PR
company to publicise the launch is another example of pre-launch promotion.
Ongoing promotion. The schedule should also allow for promotion after site launch
This might involve structured discount promotions on the site, or competitions which
are planned in advance. Many now consider search engine optimization, content
marketing and pay-per-click marketing as a continuous, ‘always-on’, process and will
often employ a third party to help achieve this.
Ongoing development. It used to be commonplace for there to be a time gap of
several years between major website redesigns involving new layout and typography.
Although content relating to products, services and promotions would be updated, the
layout of page templates remained static. Increased adoption of CRO, using an agile
development process, as explored further in the next section.
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Planning
the
Website
Design
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Website Initiation: Concern areas
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Website Domain Name Selection
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URLs
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Bandwidth and Website Optimization
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Key Questions
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Site Usability Requirements
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Usability Testing: Efficiency and
Effectiveness of a Website
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Web Accessibility and Localization of a
website
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Designing Information Architecture
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Benefits of Information Architecture
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Blueprints & Wireframe: Information
Architecture
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Site Structure Diagram
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Elements of site design
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Site style, Personality
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Visual Design of the Website
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Site Navigation Scheme
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Designing Site Navigation: Key Factors
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Website : Menu Options
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Page Design
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Content Design
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