Digital Marketing, Part 4: Owned Media - B. Giles - 11:56

TYPES OF TESTING

- A/B or Split Testing - Multivariate Testing both can be done using existing programs like Google Content Experiments or Optimizely

WHY IS USABILITY TESTING EFFECTIVE?

- All sites can be improved. - Improvements that will have the most impact are generally easy to find

WHAT BEST PRACTICES MIGHT WAYFINDING INCLUDE?

- Logo in upper left corner - Click to return home - "Hamburger' icon in mobile experiences to expand menu (3 lines on top of each other)

EXAMPLES OF QUESTIONS TO ASK WHEN TESTING

- Should the "BUY' button be blue or green - Should we post to Facebook in the morning, afternoon or night? - Does Headline A or Headline B get more people to open the email?

WHAT ARE THE 2 KEY COMPONENTS OF USABILITY?

- User Experience (UX) - User Interface (UI)

WHAT ARE THE TYPES OF OWNED MEDIA WTIHIN THE DIGITAL ECOSYSTEM

- Websites - Mobile applications - YouTube channel - Roku Channel - Facebook & Instagram brand pages - Twitter account - Podcast - Blog - LinkedIn profile - Email (program/database)

OWNED MEDIA

- allows a brand to "be the media" OWNED = CONSIDERATION MEDIA = INTERACTION

WHAT SHOULD A RESPONSIVE SITE SHOW RIGHT AWAY?

- hours - directions - phone for retail location

WAYFINDING

- part of the UI - helps a person get to what they need quickly

FORMS OF WAYFINDING

- site search - breadcrumbs - navigation

WHAT IS A BRAND RESPONSIBLE FOR IN REGARDS TO THEIR OWNED MEDIA?

- the content - how to access the content - making the content interesting - continuously improving based on what they have learned

USABILITY

- the practice of designing everything about a site, app, even a social media experience, with the target audience always in mind. "Design for the audience, not for the brand."

HOW MANY SECONDS DO PEOPLE ALLOW A PAGE TO GIVE THEM WHAT THEY WANT BEFORE MOVING ON?

3-7 seconds

WHAT DOES OWNED MEDIA LEAD TO?

Earned media (talking about brand in a positive way) *Earned Media = talk about brand on Social Media

WHAT DO BREADCRUMBS LOOK LIKE?

Home > Our Products > Computers > Laptops > Asus

IF YOU MAKE SOMETHING USABLE, WHAT DOES IT DO FOR THE PEOPLE?

It has utility & adds value for the people

USABILITY TESTING

Looks through the lens of the person experiencing the site or application. It is very effective even when few people are involved in the testing

AS A BRAND, YOU CREATE, PROGRAM & MANAGE YOUR ____________ ______________.

Owned Media

WHAT DOES PAID MEDIA LEAD TO?

Owned media Owned Media = Social media Accounts themselves

WHAT DETERMINES THE SUCCESS OF A SITE, APP, OR OWNED MEDIA?

The level of usability

USER INTERFACE (UI)

The part of the site/app that faces the user when they look at it 'What the user sees'

IN AN OWNED MEDIA ENVIRONMENT, WHAT SHOULD YOU PLAN FOR FIRST?

The smallest screen, mobile (sometimes wearables).

USER EXPERIENCE (UX)

The way a person feels about using a site, system or service

IN TECHNOLOGY, WHAT ARE PEOPLE REFERRED TO AS?

Users

QUESTION 1: A "hamburger" icon in a mobile experience is an example of:

Wayfinding

SCREEN SIZE ALSO INFLUENCES ___________.

behavior

EXAMPLE 1:

images should be used more sparingly in a mobile setting but can be used quite effectively on larger screens. Google encourages this practice & rewards sites that provide a favorable mobile experience

SITES THAT CHANGE BASED ON SCREEN SIZE ARE CALLED ___________.

responsive.

A/B OR SPLIT TESTING

simple testing of 'this' versus 'that'

A GOOD MARKETER SHOULD ALWAYS BE ____________.

testing

MULTIVARIATE TESTING

testing multiple things @ once

F PATTERN

the concept that we read left to right and start at the top of the page - 'F PATTERN' shows how people generally read digital brand pages. They read the headline left to right, then less of the next line & so on. WHAT DOES THIS MEAN? - If you break convention & put navigation on the right or you put key content toward the middle or bottom, people will either be confused or never see it in the first place

WIREFRAMES

used in the development of a site or an application to show visually how content will be organized & displayed. A good wireframe informs the visual design of a site/app

QUESTION 2: The concept of Mobile First as discussed in class says that:

when planning a brand's site experience, plan for the smallest screen first