• Chapter 7: Online Customer Experience
  • The online customer experience pyramid – success factors
  • Four Stages of Website Prototyping
  • Researching site users requirements
  • How to test Site Usability Web feeds, focus group, experts, Research sample from different segments Example
  • Task completion
  • Site structure diagram (blueprint) showing layout and relationship between pages
  • Different aspects of high-quality information content of a website
  • Chapter 9 Missing the Beginning Managing Planning SEO
  • Internal link structure Online PR What is
  • The key areas of online PR
  • Interactive Display Advertising
  • Making Banner Advertisements Work
  • Two types of e-mail marketing
  • Inbound e-mail marketing
  • Creative Material
  • Good luck in your exams!
  • Chapter 1: Introducing Internet Marketing

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    Techniques for managing customer activities & life time value LTV
    Continued… Read Book

    An example of an LTV-based segmentation plan

    Figure 6.20: The relationship between service quality, customer satisfaction and loyalty. (CHECK BOOK)


    Chapter 7: Online Customer Experience

    • Online customer experience = Effective online presence = Quality of content and design communication that must deliver relevance to the target audience.

    • Online customer experience is the total combination of rational & emotional factors of using a company's online service that influences customers' perceptions of a brand online.

    The online customer experience pyramid – success factors

    Website Development Process

    Website Prototyping

    • Prototypes are trial versions of a website that are gradually sophisticated through iterative process to become closer to the final version.

    • When using prototyping approach, company must decide whether to go with hard launch (a site is launch once fully with complete hard promotional efforts) or soft launch (a trial version of a site is launched with limited publicity).

    • If there is necessity to establish a presence rapidly, the soft launch will help in this regard.

    Four Stages of Website Prototyping

    Key Concepts in improving the online customer experience

    • Usability (ISO)

      • The extent to which a product can be used by specified users to achieve specified goals/tasks with effectiveness, efficiency and satisfaction in a specified context of use.

    • Accessibility

      • An approach to site design intended to accommodate site usage using different browsers and settings particularly required by the visually impaired.

      • Also helps Search engine optimisation

    • Persuasion / Conversion

      • Maximising returns from web investments through measurement and optimization using techniques including web analytics and usability studies.

    Researching site users' requirements

    • Using different marketing research techniques to identify the needs, wants, preferences, and expectations of the web audience.

    • 6 Ws is useful guide that helps you in this analysis

      • Who are the key audience for the website?

      • Why should they use the site?

      • What will appeal to them?

      • What should the content of the site be?

      • Which services will be provided?

      • How will the web content be structured?

      • How will navigation around the site occurs?

      • What are the main marketing outcomes we want to achieve?

    How to test Site Usability?

    • Web feeds, focus group, experts, Research sample from different segments?

    • Example:

      • Assign task for users by sending them e-mail. (find the best ticket fare in our web)

      • Identify users why access the web (by attaching the site link to the e-mail sent)

      • Make assessment of task completion to know the effectiveness (Task completion) and efficiency (task completion's time and clicks number) to judge the site usability.

    Developing Customer-Oriented Content

    • Bevan (1999), suggested 9 issues to optimizing the user experience through user-centred design:

    1. Who are the important users?

    2. What is their purpose for accessing the site?

    3. How frequently they visit the site?

    4. What experience & expertise do they have?

    5. What nationality are they? And can they understand your language?

    6. What type of information they are looking for?

    7. How will they want to use the information: read it on the screen, print it, download it…?

    8. What type of browsers will they use? How fast will their communication links be?

    9. How large screen will they use with how many colours?

    Design Concepts

    • Information architecture – the combination of organisation, labelling and navigation schemes constituting an information system

    • Site map – A graphical or text depiction of the relationship between different groups of content on a web site

    • Blueprints – Show the relationships between pages and other content and can be used to portray organisation, navigation, and labelling systems

    • Wireframes – Schematics – a way of illustrating the layout of an individual page or page template

    Site structure diagram (blueprint) showing layout and relationship between pages

    Example Wireframe for a children's toy site

    Different aspects of high-quality information content of a website

    Read Book About:

    Narrow & Deep, Broad & Shallow Organization Schemes.

    (END OF CH.7)


    The End of Chapter 7, and the Beginning of Chapter 9

    Chapter 9

    Missing the Beginning

    Managing & Planning SEO

    • 6 main approaches to improve the results from SEO:

        1. SE Submission

        2. Index Inclusion

        3. Key-Phrase Analysis

        4. On-Page Optimization

        5. External Linking (Page Rank)

        6. Internal link structure

    Online PR

    • What is? (Two definitions)

      • The management of reputation – the planned and and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.

      • The managed process of communication between one group and another… (it) is the method of defining messages and communicating them to target audiences in order to influence a desired response.

    The key areas of online PR

    1. Attracting visitors through search

    2. Engagement & Dialogue

    3. Building Campaign

    4. Defensive Crisis

    • E-PR Activities:

      • Blogs

      • RSS Feeds

      • Brand Protection or Monitoring using Social Media

      • Press Releases

    Affiliate Marketing

    • What is?

    "A commission-based arrangement where referring site (Publisher) receiver commission on sales or leads by merchants. Commission is usually a percentage from product sel price, or fixed amount for each sale (CPA & CPC)"

    • Options to do e-affiliate marketing:

    • Aggregators

    • Review Sites

    • Rewards Sites

    • Other related sites

    Online Sponsorship

    • What is?

    "The linking of a brand with related content or context for the purpose of creating awareness and strengthening brand appeal in a form that is clearly distinguishable from a banner, button or any other standardized ad unit"

    • Options to do Sponsorship:

    • B2B

    • B2C

    Interactive Display Advertising

      • The term for displaying a paid advertisement on a web site, using rich media or graphics.

      • Often the advertisement will be served from a web server different from the site on which it is placed.

    Making Banner Advertisements Work

    1. Appropriate Incentives are needed to achieve click-through.

    2. Creative design needs to be tested extensively. Alternative designs for the advertisement

    • Different creative designs may be needed for different sites on which advertisements are placed. (The use of the words "click here!" or "Click now" can dramatically increase click-through)

    1. Placement of different advertisement and timing need to be considered carefully.

    Two types of e-mail marketing

    E-mail marketing may achieve the 5Ss

    • Outbound e-mail marketing, where email campaigns are used as a form of direct marketing, sales promotion and publicity to encourage trial and purchases and as part of a CRM dialogue (Customer retention & acquisition)

    • Inbound e-mail marketing, where emails from customers such as support inquiries are managed to obtain customer data and enhance the value delivered.

    Viral Marketing

    • Email is used to transmit a promotional message to another potential customer. (C2C).

    • Suggestions to make a viral campaign effective:

    1. Creative Material: Ensure creativity! "The viral agent"

    2. Seeding: Spread the virus!

    3. Tracking: Monitor its effect

    Know All the Communication tools used to improve online presence

    Chapters for Final: 1,2,4,5,6,7,9

    End of Chapter 9

    END OF ALL!!!

    Good luck in your exams!

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    Chapter 1: Introducing Internet Marketing

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