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    Online Brand Strategies 2014 PDF

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    Henry Osborne
    This document discusses various digital marketing strategies and platforms, including websites, mobile sites, apps, and social media. Websites are good for general information but have high development costs, while apps are focused on specific tasks but also have a high cost. Mobile sites provide flexibility at a lower cost. Social media like Twitter, Facebook, and YouTube can help with branding, promotion, and engagement but come with risks around losing control of messaging and negative publicity from real-time interactions. The document also covers best practices for landing pages, design principles, search engine optimization, and using different platforms like social media to influence customer motivation and satisfy needs.

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    © All Rights Reserved
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    Online Brand Strategies 2014 PDF

    Uploaded by

    Henry Osborne
    52 views41 pages
    This document discusses various digital marketing strategies and platforms, including websites, mobile sites, apps, and social media. Websites are good for general information but have high development costs, while apps are focused on specific tasks but also have a high cost. Mobile sites provide flexibility at a lower cost. Social media like Twitter, Facebook, and YouTube can help with branding, promotion, and engagement but come with risks around losing control of messaging and negative publicity from real-time interactions. The document also covers best practices for landing pages, design principles, search engine optimization, and using different platforms like social media to influence customer motivation and satisfy needs.

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    This document discusses various digital marketing strategies and platforms, including websites, mobile sites, apps, and social media. Websites are good for general information but have high development costs, while apps are focused on specific tasks but also have a high cost. Mobile sites provide flexibility at a lower cost. Social media like Twitter, Facebook, and YouTube can help with branding, promotion, and engagement but come with risks around losing control of messaging and negative publicity from real-time interactions. The document also covers best practices for landing pages, design principles, search engine optimization, and using different platforms like social media to influence customer motivation and satisfy needs.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    52 views41 pages

    Online Brand Strategies 2014 PDF

    Uploaded by

    Henry Osborne
    This document discusses various digital marketing strategies and platforms, including websites, mobile sites, apps, and social media. Websites are good for general information but have high development costs, while apps are focused on specific tasks but also have a high cost. Mobile sites provide flexibility at a lower cost. Social media like Twitter, Facebook, and YouTube can help with branding, promotion, and engagement but come with risks around losing control of messaging and negative publicity from real-time interactions. The document also covers best practices for landing pages, design principles, search engine optimization, and using different platforms like social media to influence customer motivation and satisfy needs.

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    You are on page 1of 41

    Online Brand

    Strategies
    Digital Marketing Strategy
    Christopher Hopper 2014
    Online Brand
    Strategies
    • The strategic decisions in digital
    marketing
    • Digital platforms
    • Design principles and digital marketing
    strategy
    • What does a website say about a brand?
    • Social media: worth it?
    Digital Marketing: Strategy,
    Implementation and Practice

    Dave Chaffey and Fiona Ellis-Chadwick

    This lecture presents several industry


    terms and structures which can be
    found in Chapter 7 (from page 370
    onwards)
    Corporate objectives
    and strategy

    Marketing strategy

    Market structure and Digital marketing


    Competitor strategies
    demand strategy

    Emerging opportunities
    and threats
    Situation analysis

    Control Objectives

    Actions Strategy

    Tactics
    SOSTAC model
    Business requirements

    • Acquisition - the online value proposition


    • Conversion - to engage first-time visitors
    • Retention - to encourage repeat visits
    • Quality - this is the end result of the
    combination of site navigation, performance,
    availability and responsiveness
    • Branding - a clearly explained brand offer
    that customers can interact with
    Pre-development

    • The most important decisions are made


    at this stage
    • The domain name
    • The aims and objectives of the site
    • Project brief
    • Project team
    Analysis and design

    The detailed analysis and design of the


    site:
    • Identifying the audience
    • User journeys and needs
    • Defining the information architecture
    • Visual design
    Content development
    and testing

    • Creating the content


    • Usability
    • Localisation
    • Performance testing
    Which platform to
    choose

    Website
    App
    Mobile site
    The Website

    • What is a website
    good for?

    • Who uses websites?

    • Development time/
    cost?
    The App

    • What is an App for?

    • Who uses Apps?

    • Development time/
    cost?
    The Mobile Site

    • What is a mobile
    site good for?

    • Who uses mobile


    sites?

    • Development time/
    cost?
    Market Analysis

    What, for who, where, why and how.


    Market Analysis
    A user-centred design focuses on the needs of the customer.
    Some of the questions that will shape development are:
    • Who are the key audiences for the site?
    • Why should they use the site?
    • What should the content of the site be?
    • How will the content of the site be structured?
    • How will the navigation around the site occur?
    • What are the main marketing outcomes we want the site to
    deliver?
    • When and where is the online presence accessed: at home, at
    work or while mobile?
    Usability and
    Localisation
    Usability:
    • How easy is it to use?
    • Can the customer do what they expect to do?
    • Can the customer find what they expect to find?
    • Can the customer use the service efficiently?
    Localisation:
    • Different content for different consumers based on cultural or
    geographic differences
    • Language
    • Currency
    • Priorities
    • Behavioural differences
    Information
    Architecture
    “It is important to recognise that every information
    system, be it a book or an intranet, has an
    information architecture. ‘Well developed’ is the
    key here, as most sites don’t have a planned
    information architecture at all. They are analogous
    to buildings that weren’t architected in advance.
    Design decisions reflect the personal biases of
    designers, the space doesn’t scale over time,
    technologies drive the design and not the other
    way around.”
    Rosenfeld and Morville (2002)
    Design Principle:
    Affordance
    • Affordance is the attribute of a product, an
    object or an environment that influences its
    function
    • Whenever possible, you should design
    objects and environments to ‘afford’ their
    intended function, and ‘negatively afford’
    improper use
    • http://www.google.co.uk/

    • http://www.zara.com

    • http://www.bombshellmanual.com/bombshell.swf
    Design Principle:
    Signal-to-Noise Ratio

    • In Design: the ratio of relevant


    information in a display. The highest
    possible signal-to-noise ratio is
    desirable in design
    • In Marketing: identifying the relevant
    information to display.
    Design Principle:
    Signal-to-Noise Ratio
    Signal Noise
    • With a high noise ratio,
    the message can not be
    heard by the customer

    • With a high signal ratio,


    the message gets
    through to the customer
    Can’t hear Can hear
    • http://www.jamilin.com/

    • http://www.pennyjuice.com/htmlversion/
    whoispj.htm

    • http://www.1927events.com/#about

    • http://www.rakuten.co.jp

    • http://www.bellads.info
    Landing Pages
    “An entrance page to the site when a user
    clicks on an ad or other form of link from
    a referring site. It can be a home page, but
    more typically, and desirably, a landing
    page is a page with the messaging
    focused on the offer in the ad. This will
    maximise conversion rates and brand
    favourability”
    Chaffey and Ellis-Chadwick (2012) page 397
    The aims of a Landing
    Page
    • Generate response - is there a prominent call-to-action?
    • Engage different audience types - does the page have a
    prominent headline and subheads showing the visitor is
    in the right place?
    • Communicate key brand messages - does the page
    explain who you are?
    • Showcase range of offers - do you have
    recommendations on related best selling products?
    • Attract visitors through search engine optimisation - how
    well do you rank for relevant search terms compared to
    competitors?
    Style, Personality and
    Visual Design

    • Use colour, images, typography and layout


    to communicate the style of the website
    • Use the style to develop a personality for a
    site
    • Use graphic design to bring these elements
    together in a way that also meets the
    divergent technologies that consumers use
    Websites
    • http://www.zara.com/
    • http://www.marksandspencer.com/#
    • http://www.hm.com
    • http://www.gucci.com
    • http://www.cartier.co.uk
    • http://uk.monsoon.co.uk/
    • http://www.dunhill.co.uk/
    Bad, Mad or Inspired
    Websites

    • http://
    www.maisonmartinmargiela.com/#
    • http://www.start-the-change.org/
    • http://www.gotmilk.com/
    Continued Development

    • Search Engine Optimisation


    • http://gb.millionshort.com
    Social Media

    • https://twitter.com/gucci
    • https://www.facebook.com/
    LANVINofficial
    Micro-blogging

    TWITTER
    500 million users, as of July 2012
    What’s so great
    about Twitter?
    Opportunities
    Threats
    Advanced uses
    • https://
    twitter.com/
    WhatsTrending

    • http://
    trendsmap.com/?
    ll=50.905_-1.40323&
    z=10
    Threats: Real-time
    Interaction
    McDonald’s
    In January 2012 McDonald's tried to promote its brand and
    engage with customers through two promoted trends:
    #meetthefarmers and #mcdstories

    Unfortunately for McDonald's, many Twitter users decided to


    post their horror stories at the fast food chain using the second
    of those hashtags. In essence, McDonald's paid to promote a
    trend that showered the company in bad publicity. McDonald's
    later admitted that "#mcdstories did not go as planned."
    http://www.businessinsider.com/mcdonalds-twitter-
    campaign-goes-horribly-wrong-mcdstories-2012-1
    Threats: Real-time and
    Global

    CelebBoutique
    CelebBoutique, an online store, posted a
    promotional tweet with the Aurora hashtag to take
    advantage of a trending topic. Unfortunately, the
    company's PR apparently did not take the time to
    read up on why Aurora was trending, so the tweet
    came off as incredibly insensitive
    http://mashable.com/2012/07/20/celebboutique-
    misguided-aurora-tweet-sparks-twitter-outrage/
    Threats: losing control

    http://mashable.com/2012/10/05/stubhub-tweet/
    More Social Media

    FACEBOOK

    YOUTUBE
    Influencing Motivation
    • Swarovski: what is
    the motivation?
    • http://youtu.be/5jJZQI08v7U
    Influencing Motivation
    • H&M and Lanvin:
    someone Wants
    Lanvin to satisfy
    several Needs.
    • http://youtu.be/LZ0vaZkyQZQ
    How does Social Media compare with
    the platforms discussed earlier?

    Website?
    App?
    Mobile site?

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