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(An Introduction to Digital for individuals, start ups and s-m business new to Lean Web Design (User Experience)
The Digital Industry
The Digital Landscape• Smartphones are the most common
starting place for online activities.
• PC’s are the most often the starting point for more complex activities
Smartphones• Most common starting place for online
The Traditional Consumer Decision Journey
In the traditional funnel metaphor, consumers start with a set of potential brands and methodically reduce that number to make a
purchase.
http://www.mckinsey.com
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
The Traditional Journey• Picking one from a funnel
The New Consumer Decision Journey
How consumers make decisionsEvery day, people form impressions of brands from touch points such as advertisements,
news reports, conversations with family and friends, and product experiences. Unless consumers are actively shopping, much of that exposure appears wasted. But what
happens when something triggers the impulse to buy? Those accumulated impressions then become crucial because they shape the initial-consideration set: the small number of
brands consumers regard at the outset as potential purchasing options.www.mckinsey.com
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
Actually, the decision-making process is a more circular journey, with four primary phases representing potential areas where
marketers can add value:-
• Initial consideration• Active evaluation (researching potential purchases)
• Closure (when consumers buy) • Post-purchase (when consumers experience them)
http://www.mckinsey.com
The New Circular Journey• A Circular…Consider, Research, Buy, Experience Cycle
The Zero Moment of Truth
http://www.slideshare.net/douglaskarr/zmot-zero-moment-of-truth
ZMOT (Zero Moment of Truth)• Show up in the right place
• Show up more often• Show up with the right content
User Experience - Research, Design, Analytics
UX Research, Design, Analytics• Conduct Lean UX Research and drive your design
• Analyse Web Analytics, Hypothesise Next Step, Design it, Verification with a Usability Test
Heuristic EvaluationBusiness Metrics
The ROI of UX
Quantitative Surveys
InterviewsProfiles, Personas
Customer Journeys
Contextual InterviewsDiary Study
Card SortingInformation Architecture
SiteMaps, Taxonomies
The Content Audit
First-Click Testing
User StoriesTask Flows, Task Analysis
The New Multi-Screen World
http://www.google.com.au/think/research-studies/the-new-multi-screen-world-study.html
A Multi-Screen World• Smartphone Backbone and growing Sequential Multi-Screen Use
The New Multi-Screen World
http://ssl.gstatic.com/think/docs/multi-screen-world-infographic_infographics.pdfhttp://www.google.com.au/think/research-studies/the-new-multi-screen-world-study.html
http://www.cpcstrategy.com/blog/2013/11/changes-to-search-with-max-thomas-an-sem-meetup-recap/
Content is King, And Diverse
Content & Social Media• Driving traffic from Social Media to you
• Having social media conversations
Paid Amplification AKA Marketing Campaigns
Adsense is the system where you put ads from Google on your website.
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results.
Content & Social Media• Driving traffic from Social Media to you
• Knowing which social media for Campaigns/Advertising
Brand Insights - Generation C
http://www.google.com.au/think/research-studies/brand-insights-march-2014.html
The New Generation C – Crave Involvement• Creators, curators, connectors & Community
• Showcasing YouTube as a Channel to drive traffic to you
The Social Media Landscape
http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243
Pinterest, Twitter, Facebook, Instagram, Google+, LinkedIn – Social Media Stats 2014
Getting started in social media?
Perhaps you’re looking to maximise visibility and brand awareness of your exciting new startup, and (wisely) feel that social media could be the best and most efficient way to do this. But with Twitter, Facebook, Instagram, Pinterest and so many platforms to choose from, where do you get started?
Which network is right for you?
Help is at hand, courtesy of this infographic from Leverage, which provides a snapshot of key statistics data for Pinterest, Twitter *, Facebook, Instagram, Google+ and LinkedIn.
January 2014 | www.mediabistro.com
The Social Media Landscape• Twitter for short bursts of now information (-35s)
• Facebook for participation based information (+35s)• Pintrest & Instagram for discovery and pictures
• Google+ is about building circles of people• LinkedIn is business oriented
The Social Media Landscape
http://www.cmo.com/articles/2014/3/13/_2014_social_intro.html
The 2014 CMO's Guide To The Social Landscape
While other platforms have come and gone from our annual infographic--the first one ran in 2010--Facebook, Twitter, LinkedIn, and YouTube have been mainstays. As for the definite "maybe," well, that's about as solid as it gets on the social scene.
For this year's guide, CMO.com teamed with data visualization specialist Visual.ly to help with both content and design. For 2014, the Big Four are joined by newcomer SlideShare, 2013 entries Google+ and Pinterest, and Instagram, which makes its second appearance since2012. As in past years, each platform is evaluated by four key criteria: SEO, brand awareness, customer communication, and traffic generation, with performance compared with the past two years (except in cases where the platform was not previously included).
March 21, 2014 | www.cmo.com
CMO.com by Adobe delivers marketing insights, expertise, and inspiration for and by marketing leaders—all aimed at helping CMOs and senior marketers lead their brands in this new digital world. To help marketers stay informed and save time, CMO.com features curated content from more than 150 leading sources. We offer daily exclusive content—thought leadership, interviews with industry leaders, insight, features, news, and slide shows—from across the industry. . .content you won’t find anywhere else.
The Social Media Landscape• Facebook, Twitter, LinkedIn and YouTube have the audiences
The Social Media Landscape
The Social Media Landscape• Detailed info
Listening In – Hootsuite, BufferApp
Hootsuite• Manage your social media stuff
• Free for up to 4 social media accounts
User Tracking - Google Analytics
Google Analytics• Discover what your users are doing on your website
• Discuss how you could improve the design to cater to it
User Tracking - Google Analytics
User Tracking - Google Analytics
The Truth is, UX is part of the Digital Whole
The reality is…• It’s truth is that it’s all part of a whole and the initial foundation, ongoing strategy and measuring of success is what’s important
