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
