Modul 2.

Digital Strategy & Campaign

Objectives

Tools & Lab: Website Development

EM – 608 Digital Marketing

Lecturer: Arum Silviani, AMd., S.E., M.S.M.
 DIGITAL MARKETING STRATEGY :
provide a future direction to digital marketing activities

Involve analysis of the organisation’s external environment, internal

Digital Marketing resources and capabilities to inform strategy
Strategy : is needed to
provide consistent direction define digital marketing objectives that support marketing objectives
for an organisation’s Digital
marketing activities so that
The involve selection of strategic options to achieve digital marketing
they integrate with its other objectives and create sustainable differential competitive advantage
Purpose
marketing activities and
support its overall business include strategy formulation to address typical marketing strategy
objectives. options such as target markets

specify how resources will deployed and how the organisation will be
structured to achieve the strategy

help identify which strategies NOT to pursue and which marketing

tactics are not suitable to implement

Holistic and Contextual Learning www.umn.ac.id

DIGITAL MARKETING STRATEGY :

Chap.4 : Digital Marketing Strategy p.179

Holistic and Contextual Learning www.umn.ac.id

Digital Marketing Strategy

Chap.4 : Digital Marketing Strategy p.184

Holistic and Contextual Learning www.umn.ac.id

Modul : 02 – Digital Campaign Objectives
Modul : 02 – Digital Campaign Objectives
Modul : 02 – Digital Campaign Objectives
Modul : 02 – Digital Campaign Objectives
Modul : 02 – Digital Campaign Objectives
WEBSITE
DEVELOPMENT
Arum Silviani, AMd., S.E., M.S.M.
UNIVERSITAS MULTIMEDIA NUSANTARA
2021
Modules Objectives

• Types of websites
• Website domain
• Website hosting
• UX Designing
• Website development platforms
• Understanding e-business and e-commerce
• Evolution and classification of e-commerce
• Policies for e-commerce and digital marketing
• Payment methods
• Website development project plan
• Lab (WIX)
Module Flow
Types of Website Website UX Designing
websites domain hosting

Policies for Evolution and Understanding Website

e-commerce classification of e-business and development
and digital e-commerce e-commerce platforms
marketing

Website
Payment
development Lab (WIX)
methods
project plan
Introduction to the website: Types of website

Photo Sharing Directory

Personal websites
Websites websites

Mobile Device Community Online Business

Websites building websites Brochure/Catalog

E-commerce Informational
Blogs
Website websites

Writers/Authors
Websites
Website key elements
Good content
visual

Navigation
Call to
action

Credibility
Mobile
Site
Domain Types (TLD: TOP LEVEL DOMAIN)
• shorthand for commercial, .com was the first top-level domain in
.com common use.

.gov • Shorthand for government.

• shorthand for organization, .org was created for nonprofits (NGO,

.org Foundation, etc).

.edu • shorthand for education, .edu was made for education institutions.
• shorthand for network, .net was created expressly for institutes that partook
.net in network technologies such as an internet service provider or an
infrastructure company.

.mil • shorthand for military

.id • Indonesia

.ca • Canada

.Th • Thailand
WEBSITE
DOMAIN

24
Website Domain
• Website domain (web domain) is
an actual presence on the
internet, such as a web page.
• A web domain name is a
substitute that replaces the
Internet Protocol (IP) address.
Selecting a domain name
WEBSITE
HOSTING

27
Website Hosting
• Web hosting is an account on a computer (aka server) that can store
and serve website files via internet.

Simple Analogy:
• Website domain is an address.
• Website hosting is a home.
4 types website hosting
1. Shared website hosting: The website is stored on a shared server
with many other websites.
2. Website builder: A unique tool that allows you to create web pages
easily without any knowledge of HTML or PHP.
3. Cloud website hosting: Web hosting with multiple servers balances
the load and maximizes uptime (a measure of how long the server
has been running).
4. Dedicated website hosting: This type of hosting uses a separate
physical server. If the website has a lot of visitors or requires
significant resources, then a dedicated server can be an option.
Why you need web hosting?

Website data storage

Response to a user request

Speed of internet connection

Price
Checklist to find a good web hosting company
Technical support
Bandwith
Storage space
Dependability and backup
Email accounts
Reputation
FTP access
Price
Secure data transfer
Disadvantages of free hosting
Lack of customer support Limited types of files

More downloading time Limited advertising revenues

Invasive advertisements No guarantee of site availability and longevity

Limited storage space Search engines often ignore them

Unsecure server access Overcrowded servers

List of webhosting companies in Indonesia

Source: https://penasihathosting.com/hosting-terbaik/
 UX
DESIGNING
UX DESIGNING
• User experience (UX) design is the process design teams use to
create products that provide meaningful and relevant experiences to
users. This involves the design of the entire process of acquiring and
integrating the product, including aspects of branding, design,
usability and function. (Interaction design foundation, 2020).
Web usability
Web accessibility
• Web accessibility refers to the practice of making websites easy to
access by means of good design and navigation

Perceive content

Understand content
Targeted audience
are able to
Navigate through the site

Interact with the site

Contribute to the site

Basic website navigation schemes
Embedded text links

Tab navigations

Graphical navigation button

Image map

Left top-pop-up-drop-down menu

Dynamically generated URL’s

Site map
Why is good website design important?
• It may be easier to attract a user for the first time, but for a user to keep on
returning to your website, they must find it easy to use and valuable (he
achieves his goals).

• A consistently returning user can bring you:

➢ increased sales
➢ higher search engine rankings
➢ brand recognition and retention
➢ customer loyalty
➢ opt-ins for promotions and newsletters
➢ information for the customer database
Promoting the website
• Register your website with top search engines
• Use your website names often
• Advertise your website --> tools: Fb ads, IG ads, google ads, affiliate,
etc.
 Web design process
1. Determine
objective and
needs

2. Develop strategy
6. Release and
and select
Maintain website
technology

5. Test the website

3. Host website
before release

4. Design and
Develop user
interface
1. Determine objectives and needs
Who Whom

What With What

When Where

Why How
2. Develop Strategy and Select Technology

Access
Research
Scope - Check resources
- Study new
- Identify major and tools
technologies
milestones - Include allowance
- Investigates
- Break down for tests, recording,
alternative routes
and error
3. Host website

Shop for a
host

Buy your
domain

Establish email
support, file
storage, and
technical
support
4. Design and develop User Interface (UI)
• User Interface (UI) Design focuses on anticipating what users might
need to do and ensuring that the interface has elements that are easy
to access, understand, and use to facilitate those actions. UI brings
together concepts from interaction design, visual design, and
information architecture.
Elements of User Interface
Interface elements include but are not limited to:

1. Input Controls: buttons, text fields, checkboxes, radio buttons,

dropdown lists, list boxes, toggles, date field
2. Navigational Components: breadcrumb, slider, search field,
pagination, slider, tags, icons
3. Informational Components: tooltips, icons, progress bar,
notifications, message boxes, modal windows
4. Containers: accordion
5. Test the website before release
Test on different browsers on
different operating systems.
Test for:
• Safari on Mac OSX
• Firefox on Win10 • Login errors
• IE on Vista • General error handling
• Session expiration
• Gateway timeouts
• Multiple language support
Test for mobile devices and tablets
• Loading performance
• iPhone, iPad, and iTouch • Stress testing
• Android Devices
6. Release and Maintain Website
• Keep your content
updated and monitor the
statistics after the launch
to help you identify areas
for improvement.
Introduction to e-commerce website
• Ecommerce, also known as electronic commerce or internet
commerce, refers to the buying and selling of goods or services using
the internet, and the transfer of money and data to execute these
transactions. (Shopify, 2020)
Types of E-commerce
Business to Business (B2B)

Business to Consumer (B2C)

By nature of
Consumer to Consumer (C2C)
market

Consumer to Business (C2B)

E-commerce Business to Business to

Consumer (B2BC)

Peer to Peer (P2P)

By type of
technology
mCommerce
E-COMMERCE CMS: PRESTASHOP
PrestaShop is an e-commerce software that will help you to capture a new audience and put you on the path to
online success

Source: http://www.prestashop.com
 • Cost savings
• Limited labor
• Exposure to new markets
Benefit • Increase sales
e-commerce for
• Brand awareness
merchant
• Better ROI
• Customer loyalty
• Support social cause
How
E-commerce
website work?
E-Commerce:
Ali Express
E-Commerce:
Amazon
E-commerce experience
• amazone go:
• https://www.youtube.com/watch?v=NrmMk1Myrxc
• Alibaba:
• https://www.youtube.com/watch?v=uEbYNJZ9iJ4
a good e-commerce website should have:

1 2 3
• Unique brand logo • Shopping cart, • Social Media
• Consumer privacy search box, and • Upcoming events
• Popular Products login box buttons and news
• Clear information • Contact Details
about the
payment system
• Testimonials
Key elements of good e-commerce
Considerations Before Setting up an
E-Commerce Website
Step to create an E-Commerce Website
Integrate online
Plan your website payment processing Test the website
systems

Select and buy an e-

commerce website Secure the website Promote the website
template

Select the right Select a web-hosting

domain name company

Develop website
Develop a website
content
Payment Gateway
• A payment gateway is a
merchant service provided by
an e-commerce application
service provider that authorizes
credit card or direct payments
processing for e-businesses,
online retailers, bricks and
clicks, or traditional brick and
mortar.
• Payment gateway service
provider →
How Payment
Gateway works
 • Digital Marketing is not meant
to replace traditional
marketing – the 2 should co-
exist
• In the early stage of interaction
between companies and customers,
trad marketing plays a major role in
building awareness and interest
• Digital marketing kicks in when
companies want to drive action and
advocacy due to it’s “easyinfo
• dissemination”
• Digital marketing is more
accountable thank traditional
marketing which means it could
drive better results while
traditional is still the medium for
initiating customer interaction
KEY THINGS TO NOTE
LAB: CREATE YOUR OWN WEBSITE WITH
WIX.COM
THANK YOU
Arum Silviani
0856-5920-9820
arumsilviani@lecturer.umn.ac.id
www.arumsilviani.com
Undergraduate
Program of
Management UMN
goes to AUN-QA
2021