DAM

Capabilities and strategic initiatives to support marketing and business objectives an organization should deploy to harness digital media, data and marketing technology to increase multichannel engagement with their audiences using digital devices and programs

• Objective of DM strategy: integrate digital with other marketing activities and ultimately support its overall business objectives
• Should provide consistent direction for an organization’s DM and channel integration
• Focuses on decisions about how to use digital channels to support existing marketing strategies, how to exploit its strengths and manage its weakness, and to use it in conjunction with other channels as part of a omnichannel marketing strategy.

• Main task: guide on how to manage digital channels, but should also include:
• Use marketing automation tools for customer relationship development (e.g., email, mobile and web-based personalization based CRM databases)
• Develop the overall customer experience across multiple channels
• Maximize the results from partnering and advertising with online intermediaries (e.g., with publishers, influencers such as bloggers)
• Harness social media marketing (e.g., through use on its own site through UGC and through paid ads within main social networks)
• Strategy development may also involve redesigning business process (e.g., to integrate with partners such as suppliers and distributors)

• Corporate objectives and strategies
• Marketing Strategy

• Competitor strategies
• Emerging opportunities and threats
• Market structure and demand

is a collection of Web pages, images, videos and other digital assets that is hosted on one or several Web server(s), usually accessible via the Internet, cell phone or a LAN

is a document, typically written in HTML, that is almost always accessible via HTTP, a protocol that transfers information from the web server to display in the user’s web browser

• All publicly accessible websites are seen collectively as constituting the “world wide web”
• Pages of websites can be accessed from common root URL called homepage
• Some websites require subscription (e.g. news sites, academic journal sites, gamin sites, message boards, web- based e-mail, services, social networking website, sites providing real-time stock market data)

• Navigation
• Phone numbers
• Trust Symbols
• buttons
• Color schemes, Images, Videos, Forms

is an entrance page to the site when a user click on an ad or another form of link from a referring site

• Can be a homepage, but more typically a page with the messaging focused on the offer in the ad
• Often created in association with a marketing campaign
• Increases conversion rates and brand favorability
• Need to match advertisement in terms of product or service, message, and visual components

• Single- product landing pages
• Multi- Product Landing pages
• Lead Generation Landing Pages
• Subscription Landing pages
• Single- purpose Landing Pages

If a specific product is advertised, landing page should be all about this product

• Product image
• UVP
• CTA
• How to continue
• Familiar color scheme and logo

• If a product category is advertised, landing page should show multiple products of this product category
• Challenge: displaying multiple products without giving visitor an information overload
• Hierarchy: bestsellers and products with best margins first
• Include product search feature

• Mostely used to generate calls of rill out an email form
• Landing page should prominently show
  • A phone number with CTA
  • And also contact from with additional CTA

• Particularly interesting for media websites as revenue increases with increasing traffic, which can be generated through suscriptions
• Oftentimes overlays (i.e. pop-up windows) are used that ask users to subscribe
• Else, advertising campaign for potential customers with new content (e.g. video, blog, post, article) guiding to subscription landing page

• Used when campaign aims for a very specific action
• Very little information aside from the main action

a computer program that supports content publishing and editing as well as workflow management

• Most popular CMs options: WordPress, Joomla, Drupal

• Quality of service provided by the hosting provider will directly impact on the quality of service delivered to a company’s customers in terms of
  • Performance of the website (affected by e.g.g, bandwidth, protocols, and image size), test of website performance: wwww.webpagetest.org
  • Availability of the website (e.g., define peak visitor throughput requirements, service level agreements

• Speed of download
• Downtime
• Security
• IP integrity

• Marketing-led site design (informed by   marketing objectives)
• Led by performance drivers such as:
  • Customer acquisition (e.g. through OVP)
  • Customer conversion (e.g. call-to-action)
  • Customer retention (e.g. incentives, customer service)
  • Service quality (e.g., site navigation, performance, availability)
  • Branding (e.g., clearly explained brand, possibility for interaction)

• The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a context of use
• Determined by
  • Expert reviews
  • Usability testing (effectiveness, efficiency)

• Follow website conventions
• Create effective visual hierarchies
• Break pages up into clearly defined areas
• Make it obvious what’s clickable
• Eliminate distractions- get the important content on the screen
• Format content to support scanning

• Allowing all users of a website to interact with it regardless of disabilities
• Accessibility legislation
• Accessibility compliance: www.w3.org/wai

Aims to deliver more relevant experiences through customized recommendations that improve engagement with a brand, based on:

• Context (e.g., first- time or return visits, type of device, location, time of day, referral source)
• Behaviors (e.g., content viewed, particularly viewed products and categories and items in abandoned baskets)
• History (e.g., past purchases, involvement in loyalty programs, past email interactions)
• Profile characteristics (explicitly disclosed data captured with details such as gender, age or company data or inferred form third-party data form similar audience)

1. Standardized websites
2. semilocalized websites
3. localized website
4. highly localized websites
5. culturally customized websites

-> degree of localization

• Awareness
• Interest
• Desire
• Action

- Generating traffic

- Driving conversions

- Maximizing revenue per conversion

• Direct traffic: entering the domain name or URL into a browser
• Referral traffic: clicking on hyperlink on another website
• Search traffic: following a link from an identified search engine listing

• Attention ratio
• Context
• Clarity
• Congruence
• Credibility
• Closing
• Continuance

ratio of interactive elements on a page to the number of campampaign conversion goals (which should be one). Focus people's attention on the one action you want them to make.

• Where is your customer coming from (pre-click) and what are his/her corresponding expectations?
• What is the landing experience after the click (post-click)?
• Create a natural message and design match

What is webpage about? What will happen if the user click on the link? Create a simple, easily digestible, delightful experience. The easier it is to understand who you are and what you do, the more likely it is you’ll encourage conversion and visitors will keep your brand in mind for future opportunities.

Aligning every element on your page with your singular campaign goal

Use trust signals, transparency and verifiable social commentary. If you establish trust so people believe in your brand and messages, it should help increase conversions.

There’s nothing mores simple yet complex than asking someone to make a decision. Yes or no. Do it or don’t do it. Now or later. Now or never. Use positive messaging as negative words can sometimes hinder clicking.

Find opportunities to ask new contacts or leads for an additional conversion. These opportunities come through things like kickback emails, thank you pages, registration confirmation ect.