UofC Digital Marketing Lecture 3

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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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Upon successful completion of this course, you will be able to: •Conduct business requirements gathering and analysis as an input to a Request for Proposal•Understand the Digital project management lifecycle•Understand the importance of metrics, Key Performance Indicators, reporting & analytics•Understand the benefits and potential pitfalls of Content Management Systems•Understand how digital marketing efforts align with other tactics, including traditional, SEO, paid search, mobile, social and email marketing – integrated marketing•Develop a Request for Proposal document to assist in the evaluation and selection of Digital marketing and development vendors

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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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Mobile site vs. App.

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Requirements Gathering

Requirements Gathering

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User Stories

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Usability

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Tries to talk itself out of the problem…

What is Bad Design?

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WARNING…could cause seizures.

What is Bad Design?

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…effectively anticipates and works with behaviours as they emerge and evolve…

What is Good Design?

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…works with natural human cognition and anticipates actual human scenarios and stories…


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…doesn’t overcomplicate things…


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“A picture is worth a thousand words. An interface is worth a thousand pictures.”

Ben Shneiderman


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“Homepages are the most valuable real estate in the world…Complexity or confusion make people go away”.

Jakob Neilsen (www.useit.com)


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“Usability: denotes the ease with

which people can employ a particular tool or other human-made object in

order to achieve a particular goal.”

(http://en.wikipedia.org/wiki/Usability)

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It’s about how it makes you feel…

What is User Experience?

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is more than ‘ease of use’…

What is User Experience?

BrandingFunction-

ality

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You are not the user and neither is your boss…

1. The User is ALWAYS right.

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WTH???!!!!

2. Understand the User.

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Target Audience Definition


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31User and Task Analysis


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PeopleObjectivesStrategies

Technology

Janice CHU 28 years old, married, expecting her first child, HR manager, Calgary, Alberta

First – Timer

My name is Janice Chu and my husband’s name is Tom. We both grew up in Calgary and went to university here. We’ve been married for two

years. I’m an HR manager for an Oil & Gas company and Tom is a pharmaceutical sales representative.

We feel that Calgary is a great place to live and raise children, but we are having trouble finding a home in Calgary’s marketplace. Since we are

expecting our first child, we are now looking at the world through the eyes of our children. This includes where and how we live.

After renting an apartment downtown, we are looking to buy our first home. Since we are first – time buyers, we are a little nervous about

purchasing. We also don’t know a lot about maintaining a house, so we are looking for something brand new with few hassles.

We began our search for a new home on the web, and we look for trustworthy sources, such as www.mls.ca. We have been in touch with a real estate agent who is a friend of Tom’s dad, but we are also doing our

own research. We find the whole process overwhelming, so we are looking for information that is easy to understand.

We both grew up in the suburbs, so we are comfortable living outside the city center. We’ve heard some good things about McKenzie Towne, so

we’re looking to buy there.

“I want to feel confident knowing that we’re

making the right decision”

Attributes:– Currently living downtown in a rented condo

– Intermediate Internet user– Interests: friends, travelling, yoga, cooking

Goals:– Starting a family

– Owning a home without a lot of hassles– Get the best value for money

– Get recommendations from trusted sources– Living in a safe and fun environment

Insights:– Look for value in their purchase– Joint decision – making process

– Need to know how their new home’s features will simplify and benefit their lives – location, safety, layout, household appointments, local amenities

Other brands in Janice’s life: Everyday brands: ‘Aspirational’ brands:

Persona Creation


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FAIL!

3. Plan before you Design.

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PeopleObjectivesStrategies

Technology

Competitive Analysis


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Information Architecture


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What are you trying to measure?

4. Understand your Goals.

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Key Performance Indicators

Key PerformanceIndicators


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User Goals


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Identify and fully understand problems before finding solutions

5. Avoid Solutioneering.

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“Form follows function - that has been misunderstood. Form and function should be one, joined in a spiritual union.”

Frank Lloyd Wright

6. Form Follows Function.

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What is the best way for the user to interact?

6. Form Follows Function.

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95% of users don’t read 80% of your content

7. Content is King.

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43Content auditing and mapping

7. Content is King.

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44Once they’ve got you, they’ve got you…

8. Persuasive Design.

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45Designing Seductive Interactions


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Guide the user to the ‘desired outcome’ using scarcity and visual cues


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Don’t forget mobile…

9. Access is for Everyone.

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10. Learn from Failure.

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49Split Testing


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Usability Testing

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Get to know the Lingo…

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Why do you make us wait?

The importance of Form Design.

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Forms make or break the most crucial online interactions: checkout (commerce), registration (community), data input (participation and sharing), and any task requiring

information entry.

The importance of Form Design.

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Gradual Engagement.

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Get your chicken s**t together

Form FAIL!!!

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Get to know the Lingo…

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Web Development Process.

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Who is the typical Project Manager?

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Who are the people in your neighborhood?

Client

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Technical Building Blocks

This is how your website looks and behaves.

This is how the data gets presented (in real-time) to the website layer.

This is where are all of the data lives.

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Content Management Systems

• IF you’re going to be updating content and copy regularly• IF you don’t want to have to pay someone to touch your site every

time there is a minor change• IF you have staff that have an interest and aptitude for it.• IF you require workflow processes before content is published

• IF your site is relatively static• IF you have an in-house web developer

You do need one…

You don’t need one…

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There are a bunch of different kinds of CMS’:

Open Source:•e.g. Drupal, WordPress•‘Free’; require some skill to set up and run; are good for simple applications

Licensed:•e.g. OpenText, Documentum, SharePoint, Sitecore•Expensive, require upfront development; are good/required for complex sites

‘Proprietary’:•Developed by the company themselves•RUN!!!!

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Back of the Napkin Costing…• 31 Pages• 4 Unique Templates• Hardcoded

UT

UTUTUT

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Request for ProposalHow to write one…

Request for ProposalHow to write one…

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1.Determine Your Evaluation Criteria:•To start the RFP process, determine what criteria you are going to use to evaluate the vendors' proposals and establish the weight each criterion will hold in relation to the others. Common criteria include experience, design ‘chops’, team strength, project understanding, differential advantage and price.

2.Vendor Research:•Next, select a series of possible vendors and form a list with their contact information. Try to diversify your list in the areas of price, expertise and any other factors you feel are important.

3. Request for Information:•The next step, which is commonly forgotten, is to submit a request for information (RFI). The responses you receive will allow you to eliminate all obvious inferior vendors. Following this simple step can save hours of evaluation time and help you to initially narrow your vendor search.

The RFP Process.

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4. Write the RFP and Send to Vendors:• Once you have eliminated the inferior vendors, write an RFP and send it to

those who remain on your list. By following this step, you typically have eliminated 50% of the vendors from your original list.

5. Review the Proposals:• After receiving all the proposals, holistically evaluate each proposal based

on your evaluation criteria. Once your evaluations are complete, eliminate the bottom 25% from your vendor list.

6. Interview Vendors:• The most important, albeit time-consuming, step in the RFP process is the

interview. Once you have narrowed the search, develop a standardized interview outline.

7. Select Your Vendor:• If the RFP process went smoothly, the last step of selecting a vendor

should be narrowed to only a few lucky companies. If you remain undecided, it is not uncommon to request a final interview, wherein another project stakeholder evaluates the vendors independently.

The RFP Process.

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Tips for ClientsDealing with digital projects

Tips for ClientsDealing with digital projects

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Client-side

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Before you talk to the agency:•Know what you need to achieve: outline objectives, requirements and constraints in advance•Have a budget in mind & tell the agency – budgeting in a black hole is a waste of everyone’s time •Don’t ask for spec work

Project request prep

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Client-side

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Pick a good vendor•Go by reputation, not just price•Tune your BS detector – just saying what you want to hear? •Review recent work•Ask for references from past clients•Ensure cultures click

Selecting an agency

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Client-side

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Be ready for a lot of work• Be available to put in the

background work • Be ready to answer a lot of

questions• Ask for a rough schedule of

reviews and deliverables for your team

• The tighter the timeline, the more demanding they’ll be on your time

Time investment

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Client-side

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Steady and stable•Keep project objectives and criteria constant – otherwise project will be a dog’s breakfast & will cost more•Be clear on what you want, and on what you don’t want•Communicate why you don’t like something•Be flexible – know that some deliverables may take a few extra days

Be clear

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Client-side

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Don’t sweat the small stuff:• Keep focused on your goals –

don’t micromanage • Lean on the project team to do

what they do best – empower them but don’t get in their way

Let the pro’s do their job

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Client-side

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Communicate• Request regular status

meetings so you are informed • Make it comfortable for the

project team to communicate bad news to you – better that you find out early

• Communicate UP to your supervisors, project sponsors and bosses – don’t let them be surprised

Information flow

Documents

UofC Digital Marketing Lecture 3