Chapter 12 strategic MKT

Site map

One of the text links that should be at the bottom of every page

2 rules in designing a navigation structure

1.) ensure all key information appears on every page •be sure that visitors know where they are witching the site •provide a link to the homepage on every page ex: using corporate logo as link 2.) navigational structures must be simple • clear and obvious to visitor •the navigational structure is commonly expressed by nav bars at the top of the page, at the left column of a page, and text links at the bottom. And breadcrumbs and there should be 1 or more links to the home oage on every page in the site.

Accessibility

Designing sites for accessibility by the physically challenged is good business practice. Some sites have the ability to change font or use text-only on website The ADA held that California law requires these sites to be accessible to the blind

A research-based approach (in part 6) pg 331

1.) exploratory research -qualitative, to determine how customers want to use the site and then develop strategy and objectives. This may lead to creating personas 2.) concept testing -used to refine design and navigation concepts... design of each individual page... respondents are asked to perform certain tasks on the site to test the navigation bar. 3.) Prototyping - the creation of page mockups need to be done before design concepts are finalized. •contains the main functions of a website: links to other pages not search bars or shopping carts. 4.) Beta Testing - its the process of asking experts and existing customers to try a product before it is offered commercially. •This testing should be done before a new site or major component redesigns are released to public. •The testing is done with a site that is not public. 5.) customer feedback and usage statistics - used to monitor and improve site performance. •they provide the knowledge required for continuous improvement of the site. 6.) ongoing exploratory research - documents how visitors are using the site and redesign when there are new technology available and customer requirements changes.

Resources for website development

1.) marketing objectives - think about the visitors point of view... what information did they obtain, their overall feeling and attitude when leaving the site 2.) marketing activities that focus on experience - learn from other businesses that might not be under the same industry 3.) track websites on a regular basis... not only competitors 4.) talk to customers frequently and comprehensively

Communications hierarchy process

1.) mass media communications do not ordinarily include a call to action -so if it does not seem reasonable to close a sale, an effort should be made to obtain visitors information for further promotional activity. -this makes an informational website to a sales lead generation process (which is an accountable type of MKT activity that can help provide ROI for expenses on website 2.) it might overlook desirability of obtaining info about the prospect. •offering an incentive in return for info or requiring to enter some of the deeper pages •tactics are used to obtain info that identifies the visitors to the site 3.) initial awareness is most likely to be created off the website with provision of information taking place on the site itself Overall different objectives lead to different types of websites

There are four diamond chance of a customer interface that work together to create customer experience

1.) physical presence and appearance - is an attribute of products and services in the offline world but appearance is a characteristic of websites 2.) cognition - this is the thinking/knowledge aspect of the experience it may be driven by information, customer database allows for the website to provide a personalized experience 3.) emotion or attitude - conveyed visually 4.) connectedness - the ability of all people or elements to work together to provide satisfactory experience for the customer... information is cohesive/going in the same direction

Part 8 of the website development process - refine and improve site effectiveness (other website design tips )

1.) use several search options 2.) avoid flash (highly animated) - 3.) avoid videos 4.) set the home page up in columns 5.) invest in CSS 6.) use web content management system - users can easily edit website 7.) make it easy to navigate the page 8.) use color wisely 9.) use large, readable fonts 10.) avoid scrolling whenever possible 11.) test on multiple platforms

Forrester research has declined a set of criteria that describes the effectiveness of the user experience on a given site The criteria were factor-analyzed into 4 dimensions: (VNPT)

1.) value of the content to the user 2.) The effectiveness of the navigational structure 3.) presentation of the site :wording graphics and effectiveness of the icons 4.) trust: which identifies elements of sight functioning which users depend on visually

Part 3 - designing the navigational structure

A coherent structure to the content of the site and stick to the KISS rule. To implement this rule, is that the visitor is never more than 3 mouse clicks away from desired info. It enables visitors to move around the site in a manner that fits each persons individual needs and for them to examine summary info or to go deeper into the site in search for a specific topic. The navigation structure defines the manner in which visitors move around the site.

Site Stickiness

Companies wanting their customers to stay on their sites as long as possible, navigate as many paths as possible, and return again and again It's a task involving the graphical design of the website, its content, the degree of personalization and interactivity, and the customer's experiences on the website.

Providing a rewarding customer experience

Customers about products and services according to the properties of their offering such as: 1.) search qualities- color, style ,price ... things that are evaluated before purchasing 2.) experience qualities - recognized during the use of the product or service 3.) credence qualities - properties that cannot be accurately evaluated even after consumption/used ex: repairs on computer

The punter institute, the Eslow center at the university of Denver, and Eyetools inc.

Designed studies using eye tracking cameras on the ongoing study of how consumers read news on websites 1.) the eyes first land in the upper left of the page, especially if attracted by a headline 2.) users usually look at only the first few words of headlines 3.) on new pages, respondents tended to look at 5 headlines before clicking More than half the readers look at text, the graphic element is usually a photo or banner ad. Visitors enter the site at different times and on different pages. Content must be relevant, repeat key point but don't sound repetitive.

Step 3 - designing website content

Identifying the necessary content and the appropriate manner of presentation Copy must be laid out in short blocks and in a columnar fashion A recent trend in web design is to use "Web2.0" elements: eye catching graphics, string visual metaphors & improve visual appeal The goal is to engage website viewer and get them to take the next step for that site.

Above the fold

The visual that shows the page break on the viewers browser It also slows a mouse click, which identifies the area which the viewers eye was focused when he left the page

Step 2 web Develop. process - identifying & describing the TGT MKT

This is where the MKT function understands how the objectives relate to a specified TGT MKT. MKT is the location within the firm with detailed knowledge about the needs, attitudes and shopping behaviors of MKT segments targeted by the business. Marketers need to share this info who are all involved in the design and building of the site. (Ex: web designers and developers) Content, visual appearance and interaction should all be designed with a specific TGT in mind. MKT and web technicians work together to create a TGT MKT appropriate website. Overall, once the target MKT, their profile characteristics, and reasons for visiting the website are determined then they can design the sites content (3) and navigational structure (4)

Heat maps

Visual representations of eye activity on a web page Red to orange areas = most activity Blue to black= least activity

Part 4 of website development process - Website Usability Criteria

•qualitative research where users interact with the site and then provide their feedback in a structure setting leads to see the needs and behavior letters of the TGT mkt of a specific website •analyzing feedback on site and social media •customer satisfactions surveys •transactional measures of usability can be obtained by analyzing patterns on the site, retention rates and return visits. Another approach is to develop a set of questions or criteria that can be used to rate sites and compare each other

Part 6- Measuring evaluating and improving website effectiveness

•technical monitoring will be conducted by the IT dept. •MKT is responsible for measuring and evaluating the business effectiveness of the site. •the evaluation metrics will provide information that refines and improves site effectiveness. •possible improvements that surface as a result of site evaluation: range from infrequently accessed pages to abandoned shopping carts to navigation paths that indicate difficult in locating content •website info should always be improved, immediately

Step 1 of web develop. Process - establish site objectives

1.) informational website in nature •objectives are based on AIDA (attention, interest, desire, action) -This means that the website would be used to make potential customers aware of the product and service offerings of the business, knowledge about product use and develop an intent to purchase . •This model provides basic info of business and store locator services to drive visitors into their store 2.) transactional website •product information and direct potential customers to the nearest dealer or distributor 3.) characterizing website objective as a communications hierarchy process

Website development process (steps that are essential to the establishment of an effective website)

There's 7 steps * they will be given to on the test

Two steps recommended in developing a navigational structure for a website

1.) decline a simple graphical flow chart that shows the structure of the website. •There's the homepage, second level page, entry points to the major content areas of the site, •going beyond 3-4 levels creates a complex site. 2.) develop mockup of pages • example wireframe: HotGloo •this shows the type, placement, and size of each piece of content on the page. & provides notes to guide the technical part of the development process.

Host server

A computer that manages requests from browsers and returns HTML pages from the website in response to those requests.

Objectives that justify the existence of an enterprise website include

1.) ⬆️ sales revenue 2.) ⬆️ the visibility of the enterprise 3.) advertise products and services 4.) aid in brand development 5.) provide customer service 6.) generate sales leads 7.) retain and earn customers 8.) build an online community 9.) provide cost savings, especially in promotion and customer service

Alt tag

Provides further detail about an image and serves as an important function for visitors whose browsers cannot display the graphics

Golden triangle - also known as F section

Upper left hand corner of the page It's called the golden triangle is because it forms a triangle shape. Known as the F section since the users eyes move backward and forward in that triangle area as they examine the content.

Roles a website can play in MKT strategy

1.) a website can be a channel for providing information 2.)channel for generating sales or BOTH

Bread crumbs

A bar at the top of each page showing the path the visitor has followed to reach this location in the site. Ex: home> about> press release

Step 5- deploying and tuning the website

Compressing images to make them load faster, checking links, and in general making sure that the site works as quickly and smoothly as possible. Then it's ready to be uploaded to a host server. Working with ISP/hosting service to make sure it meets all technical requirements and they will deal with the technical issues