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© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.

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Presentation on theme: "© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved."— Presentation transcript:

1 © 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.

2 INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES CHAPTER 10 DEVELOPING AND MAINTAINING EFFECTIVE WEBSITES

3 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 3 STRATEGIC PREMISE Building A Web Site For An Enterprise, Non-Profit, or Government Unit Is Not An Exercise In Either Technology Or Aesthetics. It Is An Exercise In Creating Satisfying Customer Experience In A Way That Leads To Cost-Effective Execution Of Marketing Strategy.

4 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 4 http://www.mcmaster.com/# http://www.btobonline.com/apps/pbcs.dll/article?AID=/2 0090914/FREE/909149997/1151/btobissue http://www.bellaofcapecod.com/ http://www.charitywater.org/ You may or may not like the aesthetics.

5 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 5 UNACCEPTABLE MARKETING/WEBSITE

6 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 6 IMPORTANCE OF MULTICHANNEL

7 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 7 THE O9 HOLIDAY SHOPPING SEASON Download the report or watch a video on this page http://nrf.com/modules.php?name=News&op=viewlive&sp_id=806

8 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 8

9 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 9 THE ROLE/OBJECTIVES OF SITES To provide cost savings, especially in promotion and customer service To increase sales revenue To increase the visibility of the enterprise To advertise products and services To aid in brand development To provide customer service To generate sales leads To retain customers To build an online community.

10 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 10 OBJECTIVES MARKETERS ARE USING Marketing Programs, Not Just Websites The marketers studied considered their corporate Website the best method for achieving their top goal of reaching prospective customers. Social media and custom content and media were not far behind.

11 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 11 IMPORTANCE OF REFERRAL SOURCES

12 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 12 WEB SITE DEVELOPMENT PROCESS

13 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 13 ESTABLISHING SITE OBJECTIVES Enterprise/SBU Marketing Objectives The Interactive Nature Of The Internet  Communications/Branding Objectives -Awareness, Knowledge, Conviction, Purchase, Evaluation  Behavioral Objectives Role Of Web Site In Overall Marketing/ Marketing Communications Strategy

14 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 14 BRANDING HUB WITH EXPERIENTIAL CONTENT

15 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 15 HARD-WORKING SALES PAGE

16 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 16 IDENTIFY/DESCRIBE TARGET MARKET Demographics/Lifestyles Motives for Using the Site Tasks They Wish to Complete

17 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 17 PRODUCT TIE-IN FOR TARGETED MARKET

18 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 18 SITE CONTENT/ NAVIGATION STRUCTURE What Content Do Visitors Need/Expect? How Do They Access Content? What Role Should Visuals/Graphics Play?

19 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 19 CONTENT DESIGN/PLACEMENT Leads to Eyetracking Map Leads to Content Priority

20 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 20 HEATMAP SHOWS CONTENT USE

21 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 21 HIERARCHY > NAVIGATION STRUCTURE

22 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 22 DESIGN ISSUES Content Navigation Color (especially background) Font Minimize Scrolling Artwork Animation/Graphics/Rich Media

23 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 23 DESIGN, CONTENT & NAVIGATION

24 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 24 WIREFRAME > PAGE DESIGN

25 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 25 CONDUCT USABILITY TESTS Do the Navigational Structure and Site Content Allow Users to Complete Tasks Effectively?

26 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 26 DEPLOYMENT AND TUNING Uploading Site, Server/Hosting Services Raise Many Technical Issues Calibrating And Fine Tuning For Best Site Performance Highly Technical

27 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 27 Measuring And Improving Site Performance Is A Technical Task Measuring And Improving The Business Effectiveness Of Site Is A Marketing Task MEASURE/EVALUATE/IMPROVE

28 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 28 NEW WEBSITE ROLE FOR WEB 2.0? http://feed.razorfish.com/publication/?m=2587&l=1

29 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 29

30 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 30 TESTING TECHNIQUES What Kind of Test Concept Tests Prototype Tests Beta Tests Customer Usability/Satisfaction Feedback When Exploratory Development In-Market Continuous

31 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 31 FORRESTER CRITERIA (EXPERT JUDGMENT) 4 Key Dimensions Value Navigation Presentation Trust

32 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 32 CMO AUDIT

33 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 33 HD WEBSITE SCORE http://www.cmocouncil.org/resources/form_variance.asp

34 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 34 SHOPZILLA FROM BIZRATE (CUSTOMER RESPONSE)

35 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 35 CUSTOMER EXPERIENCE IS KEY What Should The Marketer Do To Create Good Customer Experience On The Web Site?

36 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 36 CUSTOMER EXPERIENCE Dimensions of Customer Experience  Physical Presence and Appearance  Cognition/Knowledge  Emotion/Attitude  Connectedness Managing the Process Through Clues  Functionality -Does It Work Well? Can You Trust It?  Sensory -Sights, Smells, Voices

37 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 37 EXPERIENCE THE SAN DIEGO ZOO

38 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 38 IMPROVE/RELAUNCH WHEN NEEDED

39 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 39 HOW DO YOU KNOW? Remember the Marketing Objectives Learn from Successful Experience in any Channel Track Best Practices and Competitor Websites LISTEN TO YOUR CUSTOMERS ON A CONTINUOUS BASIS

40 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 40 $ $ $ ? Hard to Generalize about Development  Size, Complexity of Site  Level of Internal Expertise/Availability  Cost of Outsourced Activities  Licensing Fees for Software, Content, etc. Annual Maintenance Costs  3 to 5 Times Development Cost

41 Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 41 SUMMARY Marketers And Technical Professionals Must Work Together To Create Customer- Effective Sites Research, Testing & Tracking All Necessary Customer Experience Is The Key Criterion Create Exceptional Experience In All Channels Practice Continuous Improvement

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