Digital Marketing Web & App Design PDF

Digital Marketing Web & App Design 1 Plan Marketing Strategy E-commerce UX: Web & Mobile Application UX: e-Service Quality 2  Marketing Strategy Integrated Marketing Communication [IMC]...

Digital Marketing Web & App Design 1 Plan Marketing Strategy E-commerce UX: Web & Mobile Application UX: e-Service Quality 2  Marketing Strategy Integrated Marketing Communication [IMC] Definition A cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives Source: https://www.youtube.com/watch?v=vV4J-xjM4I8 3 Marketing Strategy Digital Marketing strategies Independent: ESPN, Disney Complementary: Intel, Microsoft Integrated: Apple, Best Buy, BMW For each strategy, companies can use offline & online channels. Offline channels Online channels TV, Radio, Cinema, Display, Flyers, POS... Online advertising, Social networks, Search engine, website, applications.... 4 Marketing Strategy Digital Marketing strategies Independent: ESPN, Disney Complementary: Intel, Microsoft Integrated: Apple, Best Buy, BMW For each strategy, companies can use offline & online channels. Offline channels Online channels TV, Radio, Cinema, Display, Flyers, POS... Online advertising, Social networks, Search engine, website, applications.... 5 Marketing Strategy Digital Marketing strategies Independent: ESPN, Disney Complementary: Intel, Microsoft Integrated: Apple, Best Buy, BMW For each strategy, companies can use offline & online channels. Offline channels Online channels TV, Radio, Cinema, Display, Flyers, POS... Online advertising, Social networks, Search engine, website, applications.... 6 Marketing Strategy Digital Marketing strategies Independent: ESPN, Disney Complementary: Intel, Microsoft Integrated: Apple, Best Buy, BMW For each strategy, companies can use offline & online channels. Offline channels Online channels TV, Radio, Cinema, Display, Flyers, POS... Online advertising, Social networks, Search engine, website, applications.... 7 Marketing Strategy Multi-Channel Marketing Customer communications & product distribution are supported by a combination of digital & traditional channels at different points in the buying cycle 8  Marketing Strategy Omni channel strategy An omni-channel strategy can be defined as the synergetic management of the numerous available channels and customer touchpoints, in such a way that the customer experience across channels and the performance over channels is optimized. Source. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181. 10  E-commerce: Key figures 2020 2025 2025 2024 2024 64,6% 21 %* 8.6%* 70% 2.5 billions Online In-store 80.0% 70% 70.0% 60% 59% 60.0% 51% 51% 50.0% 47% 43% 44% 40% 40.0% 36% 37% 30% 30.0% 28% 23% 20.0% 10.0% 0.0% Books, music.. Consumer Sports Cosmetics Clothing & Furniture & Grocery electronics equipment footwear homeware 11 Source: Statista (2024). E-COMMERCE WORLDWIDE. Note. * Forecast  E-commerce: Key figures 2020 2025 2025 2024 2024 64,6% 21 %* 8.6%* 70% 2.5 billions 12 Source: Statista (2024). E-COMMERCE WORLDWIDE. Note. * Forecast E-commerce: Revenue Stream Advertising Subscription - Freemium Direct Selling Commission Pay-Per-Use 13 E-commerce: Type B2C B2B Local e-commerce C2C G2C/B Social e-commerce 14  E-commerce: Focus on Marketplace Direct Selling Subscription Commission Pay Per Use Advertising 15 Source: CNBC (2019). How Amazon makes money. / Amazon (2019). 2018 Annual Report. / Amazon (2018). 2017 Annual Report.  E-commerce: Focus on Marketplace Definition Marketplace. An online marketplace is a type of e- Example. Product Page commerce site where product or service information is provided by multiple third parties, whereas transactions are processed by the marketplace operator. Benefits BUT? Example. Cdiscount Marketplace Marketplace: examples Source: Online Marketplace 16 E-commerce: KPI Race Model – Are you familiar with this terminology? 17  E-commerce: Traffic Acquisition Digital Marketing Channels – Simple Description Channel Definition Direct Indicates visits where users navigated directly to the URL (or use bookmarks) Organic Search Indicates visits from organic (unpaid) search results Paid Search Indicates traffic from Pay Per Click campaigns run in search results Social Indicates visits from social networks (Facebook, Twitter, etc.) Email Indicates traffic from links clicked in email messages. Referral Indicates traffic where users clicked a link from another site, excluding major search engines & social media. Display Indicates traffic from display (aka banner) advertising. Other Indicates advertising traffic non identified in the previous channels 18 Web Design 19 Web Design Zara vs Decathlon 20 Contact Mahmood PEDRAM Best way to contact me: email: [email protected] Microsoft Teams GEM Office: F711 Background: PhD in Management Science (concentration: marketing) MS in Computer Engineering BS in Electrical Engineering Research Area: Game Theory, Competitive Strategy, Product Design, Pricing (e.g. Apple iPhone vs Samsung Galaxy) Interests: Technology (computers, mobiles, automotive) Hobbies: Basketball, Chess, Poker, Cooking, Animals/Pets 21 Course Distribution Final Test [60%] Class Activity [40%] Graded on American scale: A → F A 18 B 16 C 14 D 12 F 10 22 Syllabus Planning & Content Session Content 1 Introduction/Web Design 2 Search Engine Advertising [SEA] + Optimization [SEO] 3 Social Media Marketing [SMM] 4 Email – Display – Affiliation 5 Analytics/Final Test This calendar is provided for information purposes only and may be subject to change. 23 Web Design 24 Web Design Zara vs Decathlon 25 Initiation of a digital project Domain name selection and registration Uniform resource locators Selecting a hosting provider Web site performance optimization 26 Web site performance optimization 27 Defining site or app requirements The discovery or analysis phase involves using marketing research techniques to find out the needs of the business and audience. Key considerations: Business requirements Usability requirements Web accessibility requirements Personalization requirements Localization and cultural customization Reviewing competitor web sites Designing the information architecture Blueprints, wire frames and landing pages 28 Defining site or app requirements Business requirements Usability requirements Customer acquisition Web accessibility requirements Personalization requirements Customer conversion Localization and cultural customization Customer retention Reviewing competitor web sites Designing the information architecture Blueprints, wireframes and landing pages 29 Defining site or app requirements Business requirements Usability requirements Expert reviews Web accessibility requirements Personalization requirements Usability testing Localization and cultural customization Reviewing competitor web sites Designing the information architecture Blueprints, wireframes and landing pages 30 Defining site or app requirements Business requirements Usability requirements Web accessibility requirements Personalization requirements Localization and cultural customization Reviewing competitor web sites Designing the information architecture Blueprints, wireframes and landing pages 31 Defining site or app requirements Business requirements Usability requirements Web accessibility requirements Personalization requirements Localization and cultural customization Reviewing competitor web sites Designing the information architecture Blueprints, wireframes and landing pages 32 Defining site or app requirements Business requirements Usability requirements Web accessibility requirements Personalization requirements Localization and cultural customization Reviewing competitor web sites Designing the information architecture Blueprints, wireframes and landing pages 33 Defining site or app requirements Business requirements Usability requirements Web accessibility requirements Personalization requirements Localization and cultural customization Reviewing competitor web sites Designing the information architecture Blueprints, wireframes and landing pages 34 Defining site or app requirements Business requirements Usability requirements Web accessibility requirements Personalization requirements Localization and cultural customization Reviewing competitor web sites Designing the information architecture Blueprints, wireframes and landing pages 35  UX: e-Service Quality What is it? How does it work? Source. Blut, M., Chowdhry, N., Mittal, V., & Brock, C. (2015). E-service quality: A meta-analytic review. Journal of Retailing, 91(4), 679-700. 36 App Design 37  UX: Mobile Application Phase 1. Exploration & Search 1. Ensure your mobile site or app loads quickly. 2. Provide clear utility before asking users to register. 3. Speak the same language as your users. 4. Use effective search indexing. 5. Don't let promotions steal the show. 38  UX: Mobile Application Phase 2. Product Details and Reviews 1. Provide full product details. 2. Show users how much they're saving on discounted products. 3. Let the user control the level of zoom. 4. Show in-store availability on product pages. 39  UX: Mobile Application Phase 2. Product Details and Reviews 5. Display shipping costs and delivery dates on the item page. 6. Allow user reviews to be viewed and filtered. 7. Encourage consumer-generated content. 8. Surface related products at opportune moments. 40  UX: Mobile Application Phase 3. Checkout & Payment 1. Allow shoppers to continue shopping after adding an item to the cart. 2. Resurface promotions, deals, and coupons at checkout. 3. Let users purchase as a guest. 41  UX: Mobile Application Phase 3. Checkout & Payment 4. Let shoppers edit the cart. 5. Show users the checkout process is secure. 6. Provide multiple third-party payment options. 7. Provide a detailed summary after purchase. 42  UX: Mobile Application Frictionless shopping 1. Build consumer-friendly forms. 2. Make password authentication a frictionless experience. 3. Make customer service information easy to locate. 4. Ask for permissions in-context. 5. Highlight added values throughout the shopping experience. 43 Web Design Activity www.grenobe-em.com What changes would you do to fix/improve the website? 44