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Content

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Content – PowerPoint PPT presentation

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Title: Content


1
Content
  • Online differences
  • Setup considerations
  • Site structure consideration
  • In page optimization
  • Monitoring

2
  • Online differences

3
  • The internet is different
  • You need to build this into your site or planning
    or you are just duplication offline

4
The difference between Online and offline
  • Speed
  • Engagement
  • Technology
  • Test and try

5
The difference between Online and offline
  • Speed the pace is faster
  • To market
  • Travel brochure vs internet
  • Frequency of usage
  • Frequency of updates

6
The difference between Online and offline
  • Engagement Push…. Cool push…. Dialog
  • One directional
  • Feedback forms
  • Questionnaires
  • Ratings
  • Reviews
  • Evouchers
  • Games
  • Competitions
  • Viral
  • RSS
  • Dialog
  • Blogs
  • Twitter
  • Facebook
  • Personalization

7
The difference between Online and offline
  • Technology know what you can do
  • Flash
  • Blogs
  • Refined search
  • Rich media
  • Personalization
  • Video, audio, dynamic content
  • Tracking

8
The difference between Online and offline
  • Test and trial Just do it and crowdsourcing
  • New product
  • New creatives
  • New audiences
  • New prices

9
  • Setup considerations
  • If you dont do the basics right, then online
    will fail equally as would an offline project

10
Somethings are the same
  • Business focus
  • Customer focus
  • Commercial reality

11
Business objective
  • Information
  • Transaction
  • Engagement
  • Brand

12
Management buy-in and marketing integration
  • Buy-in and business/ marketing integration
  • Need to get Management buy-in or its a hobby
  • Need to integrate into marketing mix or its a
    tech thing
  • No funding, no traffic

13
Project execution
  • Who drives it
  • Holistic business, marketing, product,
    internet, technology
  • Detail that will take you that extra mile
  • Tech people
  • Digital people inhouse
  • Agencies external
  • Someones son

14
Long term management
  • Maintainence
  • Relevancy
  • Scalability
  • Language

15
  • Dont forget the customer

16
Marketing - audience
  • Demographics
  • Age
  • Wage
  • Education
  • Motivations
  • Info
  • Inspiration
  • action
  • Usage
  • Medium (internet, mobile)
  • Media usage (social media)
  • Time of usage (same audience all day)

17
  • Site structure considerations
  • It can cost you a lot of time and effort to redo
    sites if you dont plan well

18
Internet big 4
  • Trust
  • Ease of use
  • Navigation
  • Speed

19
Structure
  • Mapping

20
Structure
Landing page
  • Flow
  • More steps more drop out
  • Logical
  • Funnel with refinement

Search results
Product refinement
Product summary and cross sell
Customer details
Payment
Confirmation
21
Other UI Functional considerations
  • Width
  • Browser usage

22
Other UI Functional considerations
  • Tracking codes

23
Creation standards and checklists
  • Standards and checklists
  • SEO
  • Code
  • Compatibility
  • Web browsers usage
  • Java script usage
  • Usability
  • Video download speed
  • Performance weight, CSS
  • Brand
  • Tracking code implementation

24
  • In page optimization

25
Placement what goes where
  • Important information
  • Eye tracking

Source Nielsen Norman Group's
26
Structure
  • Landing pages
  • Purpose
  • Distribution
  • Sales/ Information
  • Simple or impulse
  • SEO

27
Placement what goes where
  • Above the fold CTR

Fold
28
Merchandising how do we do it?
  • Everything on special
  • Everything the same
  • Highlights
  • Colours
  • Size
  • Location
  • Message

29
Brand what does it feel like
  • Look and feel/ personality

30
Placement what goes where
  • Error management at point of error
  • Clear explanation so customer knows what to do

31
  • Monitoring

32
Testing
  • AB testing
  • Redirecting marketing channels

33
KPIs
  • Hitwise, comscore
  • Omniture, Visual sciences, Google analytics,
  • Traffic
  • Conversion
  • Loyalty
  • Fallout or single site

34
  • Summary

35
Summary
  • Understand the advantages of online
  • Speed, technology, engagement, test and trial
  • Get buy-in and integrate it into your business
  • Think how you will manage in 6 months to 2 years
    time
  • Always revert to considering what the customer
    wants and how they engage
  • Get site structure, processes and standard sorted
    from the beginning
  • Remember the big 4 Trust, Ease of use,
    Navigation, Speed
  • Monitor and optimize structure and in-page
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