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Cartes-fiches
Adapting to different customer segments: Web design and content has to be adapted to personas (5)
- Context
- Interests
- Needs
- Advantages and answers
- Publication
Responsive Web Design (RWD) (3)
- Layout and formatting of website content is modified to suit different screen resolutions and capabilities to produce a better experience to users of a range of desktop, tablet and smartphone devices using web development methods such as CSS and image scaling
- Popular approach since it enables a single version of the site and content to be maintained
- Downside
- Break points where less common devices may not be supported
- More technically complex to implement and test
Simple Mobile Site (4)
- Completely separate mobile site on a domain (e.g., http://m.company.com)
- Acceptable for every small business with a simple mobile site that is not updated frequently
- In general, no long-term option because
- Downside
- Updates to content have to be duplicated across each site
- different tools and resources are often needed to manage each site
- Future updates to styling have to be duplicated too
- It may not give a consistent brand experience for users
Designing Information Architecture (2)
- Information architecture: combination of organization, labelling and navigation schemes constituting an information system
- Often involves a site map which refers to graphical or text depiction of the relationship between different groups of content on a website
Methods to design informaiton architecture (3)
- Card sorting
- Blueprints
- Wireframes
Blueprints
Show the relationships between pages and other content components and can be used to portay organization, navigation and labelling systems
Wireframes
Basic outline of an individual page, drawn to indicate the elements of page, their relationships and their relative importance
Content Marketing (def. + 9)
the management of text, rich, media, audio and video content aimed at engaging customers and prospects to meet business goals published through print and digital media concluding web and mobile platforms which is repurposed and syndicated to different forms of web presence such as publisher sites, blogs, social media and comparison sites
- Value is contextual
- Reproducibility and multiplicativity
- Interactivity
- Repackageability
- Delivery and technology
- Non- Perishability
- Homogeneity
- Inseparability
- Intagibility
Content Marketing Process (5)
- Attetion
- Interest
- Consideration
- Purchase Intention
- Conversion
Content areas and Insiration for content marketing (2)
- content levels of content marketing
- overaching topics
- industry-specific topics
- product/service- specific subject areas
- inspiration for content marketing content
- Who uses our products/ services and where are they used?
- Where is the product or service created?
- What is the meta message of the offer?
- Why are we the best in this offer?
- How are our own services to be used?
- How can I connect the story with my claim?
Hero Hub Help stragey
content that is pushed to a big, borad audience, usually only few hero moments per year such as major product launches or seasonal tentpoles
Help: answer the questions consumers are asking to create programming that is always relevant throughout the year such as product tutorials, how- to lessons or customer service videos
Hub: episodic or mulit-part series designed to give fresh perspective on audience's passions and interests often staggered throughout the year
Metrics (2)
Measurable (quantifiable) characteristics, on the basis of which an objective statement about a certain situation can be achieved (without evaluating it)
Often referred to as indicators as they indicate how well the business is performing; most important indicators: key performance indicators (KPIs)
basic metrics (4)
- Sales units
- Sales revenue
- Net profit margin
- Gross margin
Analytics (2)
Seeks patterns in the data gathered as metrics that can be used in the future
Often used to create a model which can help to understand, monitor and predict customer behavior (also referred to as modelling or forecasting)
Performance Measurement Process (4)
- goal setting
- performance measurement
- performance diagnosis
- corrective action
Server- based Data Collection
- Collects data from the log files kept on the server
- Show a picture of the activity on the site
- Only measures hits (element of the page is loaded)
- Request date and time
- URL of the requested file
- IP address of the requesting party
- Browser and operating system used for request (user Agent)
- Origin of the request (referrer)
- Result of the request (status)
- Cookie
Referer
- Indicates which website a user visited right before he or she clicked on the link to get to your website
- Example: search on Google for “mountain bikes”
Client-based Data Collection through Page Tag (4)
- Web browser of client protocols user activities
- Information includes
- Mouse clicks and movements
- Keyboard inputs
- Window size of browser, screen resolution
- Installed plugins, language settings
- Additional functions like cookies or Java
- Playback time of videos
- Content of filled out forms; title of a website
- Tag-based analytics: tagging code is added to the pages of the site to allow data to be collected
- Used by Google Analytics
Urchin Tracking Module (UTM) Parameters (UTM Codes) (6)
- Short texts
- campaign
- medium
- source
- content
- term
Short texts
which are added to the end of a URL in order to depict and track the success of particular marketing content on the web
Campaign (utm_campaign)
identifies a specific promotion or a strategic campaign and groups all of the content form one campaign in your analytics
Medium (utm_medium)
tracks what marketing channels your visitors came from. Popular marketing channels include social media, organic search, PPC, email, and affiliates
Source (utm_source)
the type or marketing medium that the link is used in
Content (utm_content)
Used to track the different types of content that point to the same URL from the same campaign, source and medium codes. Often used in PPC or with two identical links on the same page
Term (utm_term)
Used to identify the keywords you have paid for in a PPC ad
First- party data
is the data that you collect directly from your customers and potential customers
- Most authoritative and important
- Generally transactional and behavioral
- Examples: in person offline, website, emails, social media, instant messaging, live chat, mobile devices
Second-party data
is the first-party data collected by a “partner” company, made available for our use on some basis
- Can be problematic as trust is involved
- Can be useful as combined data adds to analytics
- Not common to provide the same data to more than one partner
Third-party data
is collected from customers by a company that is not directly involved in the transaction
- Includes lifestyle, demographic and behavioral data
- Provides context and relevance
- Gathered via third-party cookies deposited on users’ devices
Best Practice for Data Storage (7)
- Do not link usage data to personalized information
- “Opt- in procedure” and storage within the EU when transferring personal data
- Communicate privacy policy
- Offer an option to turn off tracking
- Observe the location of the data storage
- Do not save an IP address
- Attach a highly visible indication of tracking and cookies use
Metrics imensions (4)
- Acquisition: Where did the users come from?
- Audience: Who is looking at your site?
- Behavior: How are they browsing?
- Content: What are they looking at’
Acquisition Metrics (6)
- Direct traffic
- referring traffic
- search traffic
- search enigne keywords
- campaign traffic
- social media traffic
direct traffic
When a user enters the URL in the address linen of a browser or uses a bookmark
referring traffic
Websites and URLs that refer (link) users to your website (to check how many backlinks there are try www.ahrefs.com or www.openlinkprofiler.org)
search traffic
Following a link from an identified search engine listing (organic vs. paid traffic)
search engine keywords
Which keywords users entered before they clicked on a hit document and reached your website (e.g. Google search console, google trends, google keyword planner)
campagin traffic
- Impression: count of the total number of times digital ads display on someone’s screen
- Session (also called visit): set of interactions made within given time frame by a single user visiting a specific website
- Click-through-rate (for ads and newsletters): clicks/ impressions
- Cost per ad
- Delivery rate: (emails sent- bounces) / total number of emails sent
- Open rate: subscribers who open a specific email/ total number of subscribers
social media traffic
- Visits per source: number of visits for each source (i.e. for FB, Twitter, Insta)
- Raito of visits per source in relation to direct reach: number of visits relative to the direct reach of the social network (e.g. number of followers on Twitter, number of friends and fans on FB)
- Usual standard metrics per source: analogue to traffic from other sources (e.g. pages per session, session duration, bounce rate)
audience metrics (7)
- New and return customers
- Visitor loyalty
- Visitor frequency:
- Origin of visitors
- Language
- Gender and age
- Technical information
New and return customers
- Number of new visitors
- Percentage of new visitors: number of new visitors / total number of visitors
- Percentage of return visitors: number of return visitors / total number of visitors
- Ration of new to return visitors: number of new visitors / number of return visitors
Visitor loyalty
Number of website visits per Internet user over a certain period of time (e.g. first visit: volatile visitors, second and third visit: interested visitors, fourth and more visits: loyal visitors)
