DIGITAL MARKETING TEMA 7

Digital customer experience: A brand’s total digital experience includes a brand’s presence on
different platforms, The quality of digital experience is based on the combination of rational
and emotional factors of using a company’s online services that influences customers’
perceptions of a brand online.

An effective digital experience must both support marketing goals and deliver relevance and
satisfactory digital customer experience for its audience. there are different techniques that
companies should use to create digital experiences that are beneficial to both business owners
and users:

- project management and quality assurance: use of techniques to quickly test different
digital experiences
- conversion rate optimization (CRO): technique to improve the commercial
contribution of the online presence through persuasion marketing techniques.
- usability: improving the user experience
- information architecture: structure of the site to make it easier to find the elements of
the site.
- content marketing strategy: deciding on content types
- accessibility: adapting the site for disabled people
- performance: ensure that the pages of the website function properly
- search engine optimization (SEO): ensure that the site is visible on search engines such
as google.

customer experience management: (gestion de la experiencia de un cliente): is to manage

customer experience and engagement across digital and non-digital touch points.

Customer journey: (viaje del cliente): descripcion del comportamiento del consumidor a
traves de los diferentes canales en los que compra (multichannel)

PLANNING WEBSITE, APP DESIGN AND REDESING PROJECTS

for the experience to be effective, a process for designing and updating the online experience
is needed.

the process of designing a web site consists of analyzing the needs of the owners and users in
order to satisfy them.

the main development tasks that must be performed to plan any digital experience are the
following:

- pre-development tasks: (tareas previas al Desarrollo): decide which company is going

to be on the website, the name and objectives of the company, and if the site is to be
outsourced (subcontratar)
- Discovery, analysis and design: site analysis consisting of defining business objectives,
market analysis and deciding the type of content.
- Content creation, coding (codificacion) or development and testing: testing with
different web designs
- Publishing or lauching (lanzamiento) the site or improvement: the web page is
published as a test for a few users to see the result.
 - Pre-launch promotion or communication (promocion o Comunicaciones previas al
lanzamiento): promote the website before the launch, especially through search
engine optimization. (optimizacion del motor de busqueda , como google)
- Ongoing promotion: (promocion continua): continue to promote yourself after the
launch of the site, for example through promotions, discounts or contests (concursos)
- Ongoing development: (Desarrollo continuo): constant updating and modernization of
the site.

WHO SHOULD BE INVOLVED IN A DIGITAL EXPERIENCE PROJECT

The success of a website is dependent on the range of people involved in its development,
and how well they work as a team. Typical profiles of team members follow:

- Site sponsors (Patrocinadores del sitio): managers of the site who will pay for the
system.
- Site owner.(propietario del sitio): ownership is generally by a marketing manager
- Project manager (gerente de Proyecto)
- Site designer
- Content developer
- Web developer and webmaster
- Digital experience analyst or CRO expert
- Stakeholders (partes interesadas)

PROTOTYPING

Preliminary version of the website is sent to target users and the marketing team to suggest
changes and improvements.

Each iteration of the prototype typically passes through the stages:

- Discovery or analysis. Understanding site audience requirements and business

requirements, defined by the defined by the business and marketing strategy.
- Design. Specifying different features of the site that will fulfil the requirements of the
users and the business as identified during analysis.
- Develop. The creation of the web pages and the content of the website.
- Test and review. Structured checks conducted to ensure that different aspects of the
site meet the original requirements and work correctly

AGILE SOFTWARE DEVELOPMENT

The goal of agile development is to be able to create stable releases more frequently than
traditional development methodologies. more important and stable versions are added rather
than more constant and less important ones. The approach is sometimes known as
‘permanent beta’.

DevOps : An approach to development of systems the aim of reducing deployment times and
frequency of system updates and improving their stability.
 Grow hacking: belief that the profitability of the business will improve if tests are constantly
performed and sent to the customer throughout its life cycle to get their opinion at all stages.

INITIATION OF A DIGITAL PROJECT

Before the analysis, design and creation of the website, all major projects will have an initial
phase in which the aims and objectives of the website are reviewed, to assess whether it is
worthwhile investing in the website and to decide on the amount to invest.

Domain name registration: registro de un nombre de dominio: reserve a unique address to

be used to refer to the web site (choose .com .es)

Selecting a hosting provider (seleccion de un proveedor de alojamiento): choose the site

where we store information about our website and our own website. this decision will change
the quality of our services (google cloud, wordpress). the quality of the content service
depends on two factors: website performance and availability.

Website performance optimisation: (optimizacion del rendimiento del sitio web): ensure that
the performance of downloads on the website is of the best possible quality as this influences
the success of the page and our company (if it takes too long to load, customers leave).

Another tactic that can help is applying content distribution networks (CDNs), help to deliver
content faster like Cloudfare.

The availability of the website: (disponibilidad del sitio web). The availability of a website is
an indication of how easy it is for a user to connect to it.

DEFINING SITE OR APP REQUIREMENT (definicion de los requisitios del sitio web)

The discovery or analysis phase involves using different marketing research techniques to find
out the needs of the business and audience. These needs can then be used to drive the design
and content of the website. to perform the analysis, we can use a user-centered design by
investigating the user's characteristics and needs.

We will now explore the key requirements for an online presence: business requirements and
user requirements, which comprise (comprenden) usability, accessibility and information
needs.

Business requirement: not only are customer requirements important, but the company's
requirements must also be taken into account. the company's requirement for successful
digital marketing is to base the design on its objectives, using the following factors that drive
performance:

- Customer acquistition: The online value proposition must be clear. Appropriate

incentives
- Customer conversion: is to generate an interest in our products to the people who
visit our web site
- Customer retention: create content and incentives available to encourage repeat
purchases and visits by customers
- Service quality: take care of the quality of our website (performance, availability...)
 - Branding: The brand offer must be clearly explained and interaction with the brand
must be possible.

Usability requirements: An approach to website design intended to enable the completion of

user tasks. (diseñar el sitio web para permitir que el usuario realice tareas correctamente)

for a website to be successful, users must be able to perform their tasks efficiently (accuracy
(precision) with which users achieve their objectives) and effectively (achieve their objectives
using as few resources as possible).

usability involves two key project activities. Expert reviews (expert review of the web site), and
usability testing (o observe representative users by looking at their actions on the web).

Exit intent survey: usability technique to identify user completion and satisfaction on the web
site.

Digital accessibility requirements: consists of designing the website to be adapted to people

with disabilities and in different languages.

Personalisation requirements: when a customer enters the website, we can obtain

information about their characteristics or intentions. in this way we can design customized
content for each type of customer to achieve conversion and long-term loyalty. by looking at
the context of the customer (how many times he/she has visited the site, type of device,
location), behaviours (content visited), history (previous purchases), personal characteristics
(age, gender, etc.).

Localisation and cultural customisation: adapt the website to all regions (language and
culture), we can offer different products needed depending on the country, different
languages, and products adapted to each culture. to evaluate the level of localization:

- Standardised websites (sitios web estandarizados): A single site serves all customer
segments (domestic and international)
- Semi-localised websites: the same web site for all customers but each country has
different content
- Localised websites.: each country has a different web site
- Highly localised websites: each country has its own website, adapted to currency,
postal code, and other characteristics of the country.
- Culturally customized websites: each country may have different web sites (durex).

Reviewing competitors websites: Benchmarking of competitors’ websites is vital in positioning

a website to compete effectively with competitors that already have websites. benchmarking
should not only be based on the obvious features of the web site but also on specific features
such as:

- Reach and visibility (alcance y visilidad)

- Conversion efficiency. (comparas la conversion de mis competidores)
 - Marketplace performance: (rendimiento de mercado) compare the online sales of my
competitors
- Business and revenue models
- Marketplace positioning
- Marketing communication techniques: compare communication techniques with
those of competitors
- Services offered
- Implementation of services: design that are described in this chapter, such as
aesthetics, ease of use, personalisation, navigation, availability and speed.

DESIGNING THE INFORMATION ARCHITECTURE (diseñar la arquitectura de la información)

Information architecture: The combination of organization, labeling and navigation schemes

that constitute an information system. (La combinación de esquemas de organización,
etiquetado y navegación que constituyen un sistema de información.)

in practice, information architecture involves the creation of a plan to group information in a

logical way. essential for large-scale businesses and less important for small businesses

the benefits of creating an information architecture are:

- help to achieve user and business objectives.

- it helps to improve the flow of the site, users will have a mental idea of the structure of the
page.

- the company will have a better presence in search engines if its website is organized.

- applicable to integrate offline communications (use offline means to direct the customer to
your website).

- relate the content to measure the effectiveness of our website.

Card sorting (clasificacion de tarjetas)

Card sorting is a way in which users can actively participate in the process of developing the
information architecture is to organize objects on the website in a coherent way.

Blueprints (plano)

Blueprint Shows the relationships between pages and other content components, and can be
used to portray (representar) organisation, navigation and labelling systems. (sistemas de
etiquetado).

they are used as a design device that clearly shows groupings of information.

Wireframes
A technique related (relacionada) to blueprints is wireframes, which are used by web
designers to indicate the design of a web page. a way of illustrating the layout (diseño) of an
individual web page.

A wireframe will be created for all types of similar page groups, identified at the blueprint.
Wireframe are now traditionally created using standardised cascading style sheets (CSS) (hojas
de estilo en cascada).

The benefits of CSS are:

- Bandwidth. (ancho de banda)

- More efficient development.
- Reduces updating and maintenance time (reduce el tiempo de actualizacion y
mantenimiento)
- Increased interoperability (que sea compatible en varios navegadores)
- Increases accessibility.

Landing pages (pagina de aterrizaje)

Landing pages: An entrance page to the site when a user clicks on an ad or other form of link
from a referring site. It can be a home page but more typically, and desirably, a landing page is
a page with the messaging focused on the offer in the ad. This will maximise conversion rates
and brand favourability. (anuncio en otra pagina web)

deciding the design of the page is important to achieve customer conversion. the objectives to
increase the conversion rate of the landing page are:

- generate a response in the form of a sale.

- Engage different audience types (reduce bounce rate, increase value events, increase
return rate)
- Communicate key brand messages. the page clearly explain who you are, what you do,
where you operate and what makes you different
- Answer the visitor’s questions (reduce bounce rates, increase conversion rates).
- Showcase range of offers (mostrar la gama de ofertas)
- Attract visitors through search engine optimisation (SEO).
DESIGNING THE USER EXPERIENCE (Diseño de la experiencia del usuario)

Design phase: The design phase defines how the site will work in the key areas of website
structure, navigation and security.

The design phase is critical to a successful website since it will determine the quality of
experience users have of a site. A ‘good experience’ is determined by a number of factors such
as those that affect how easy it is to find information – for example, the structure of the site,
menu choices and searching facilities.

Elements of digital experience design: there are three areas in digital design:

1. Site design and structure: the overall structure of the site.

2. Page layout - the layout of the individual pages.

3. Content design - how the text and graphic content of each page is designed.

Site design and structure: The structures created by designers for websites will vary greatly
according to their audience and the site’s purpose, but we can make some general
observations about common approaches to site design and structure and their influence on
consumers.

factors that determine the effectiveness of the website:

- Coherence: simplicity of design, easy to read, use of categories.

- Complexity: different categories of text.
- Legibility: use of ‘mini home page’ on every subsequent page, same menu on every
page, site map.

Site navigation schemes (Esquemas de navegación del sitio web)

tools provided to the users to move between different information on a website. the three
important aspects that make a web site easy to navigate are:

- consistency: it is easier for the user to find information if for example the menu is always in
the same place on every page.

- simplicity: it should be a simple menu, without many options.

- context: always indicate to the user where he/she is, so that he/she does not feel lost in the
page.

Menu options: create a menu that supports navigation consisting of several options.
preferably with graphic buttons and images.

Page design: design the site to be easy to search and use. the basic elements of a site are title,
navigation and content. issues in page design include: (cuestiones en el diseño de la página
son)
 - Page elements: consider the proportion of elements that the page has and their
location
- Resizing (cambion de tamaño): a good page design should allow the user to change the
size of the text.
- Consistency: all areas of the site must have the same design
- Printing (impresion): the design should allow for printing

Site style: the design of the web will be based on the style of the company from colors, images,
typography...

Site personality: the elements of the style combine to develop a site personality related to the
company's image and the needs of the target audience.

Visual design constraints (restricciones de diseño virtual): website designers are limited by a
few factors:

- download speed: designers must consider solutions to increase download speed.

- computer screen resolution.

- the number of colors on the screen

- type of browser used such as google

- different types of access: the use of browsers on mobiles and tablets is extended

THE INTERNET OF THINGS

The internet of things (a network of objects and devices at home and at work providing
sensors and connectivity that enable them to be monitored and exchange data with other
systems),junto con machine-to-machine (interacciones de maquina a maquina) que include
security and automation, allows to bring the connectivity of the internet into every facet of our
lives. These systems should make our devices and home smarter smarter (inteligentes y
eficientes)

Conectado = inteligente

A connected or 'smart' product is a device that is connected to the Internet in such a way that
it can share information about itself, its environment, and its users

A connected or 'smart' product is a device that is connected to the Internet in such a way that
it can share information about itself, its environment, and its users

marketing can use connected products in a variety of ways:

- products as media: connected products that have displays can be used for advertisements,
especially personalized ones.

- products as services: smart home control (alexa) products

- products as connected ecosystems

VIRTUAL REALITY AND AUGMENTED REALITY (realidad virtual y realidad aumentada)

both offer a high level of digital interaction. virtual reality consists of creating three-
dimensional spaces that simulate the presence of a user in a virtual environment.

augmented reality differs from virtual reality in that it supports and enhances real-world
interactions (we go into zara and try on your clothes).

Content design and auditing: t’s evident that a compelling customer experience demands
exceptional, compelling content and a wellplanned content marketing strategy.

Content marketing strategy: digital media management to attract customers and potential
customers to meet the company's objectives.

The creation of these resources requires a content strategy, as there is the challenge of
delivering so many different types of content in different forms and in different places and
access platforms.

Content mapping (mapeo de contenido): document in the form of a graph, diagram or matrix
that serves to show the way in which you are going to develop the content marketing strategy,
taking into account the Sales Funnel.

the three best techniques to improve content effectiveness are:

- Content audits (auditoria de contenidos): A structured review of the effectiveness of

different content types to meet the needs of users and the businesses
- Online coywriting: is a persuasive writing technique. The objective is to convert the
reader into a subscriber and make him/her loyal to our content focused on Marketing
and Sales. Examples are email

Scannability is the use of writing and formatting techniques that compensate for the fact that
most people don’t fully read content on the web. These techniques help give online readers an
overview to navigate the page.

Skimmability is using shorter copy and formatting techniques to make it easier to read text

Managing and testing content (Gestión y comprobación de contenidos)

testing should be done to ensure that that the systems have been built successfully. Selecting
the right content management system (CMS) is important for providing a good user
experience and also for an efficient method of publishing content. important for providing a
good user experience and also for an efficient method of publishing content.

CMS: A software tool for creating, editing and updating documents accessed via intranet,
extranet or Internet.

Criteria for selecting a content management system. A professional content management

system should provide these facilities:

- Easy authoring system: in document editing it should be easy to add images and
markup
- Search engine robot crawling (Rastreo por parte de los robots de los motores de
búsqueda): content must be stored to be crawled by search engines
 - Search-engine-optimisation-friendly markup (marcaje optimizado para los motores de
busqueda)
- Different page templates: . It should be possible to create different layouts and
designs for different site sections or categories of pages.
- Link management. The maintenance of internal and external links through content
change and the elimination of dead links.
- Input and syndication: allow external content to be input and uploaded
- Versioning. The crucial task of controlling which edition of a page, page element or the
whole site is published.
- Security and access control. Different permissions can be assigned to different roles of
users
- Use of plug-ins and widgets
- Publication workflow. Content destined for a website needs to pass through a
publication process to move it from the management environment to the live delivery
environment.
- Tracking and monitoring. Providing logs and statistical analysis of use to provide
performance measures
- Navigation and visualisation. Providing an intuitive, clear and attractive representation
of the nature and location
- Personalization: recommending relevant content or offers based on audience
- Flexibility to test new approaches. It should be possible to test alternative designs and
messaging

ONLINE RETAIL MERCHANDISING (Comercialización de la venta al por menor en línea)

merchandising is very important for all types of businesses (online and offline), its goal is to
maximize site performance, such as conversion rate and average order value. it is often closely
related to searchability. other common approaches are:

- Expanding navigation through synonym: add synonyms to the product name to make
it easier for the user to find it.
- Applying faceted navigation or search approaches (Aplicar enfoques de navegación o
búsqueda por facetas): add relevant offers to customers at the top of the page for
higher conversion rates
- Featuring the best-selling products prominently. (Presentar de forma destacada los
productos más vendidos.)
- Use of bundling. The classic retail approach of buy-one-get-one-free (BOGOF) is
commonly applied online through showcasing complementary products. For example,
Amazon discounts two related books it offers
- Use of customer ratings and reviews. Reviews can be important in influencing sales
- Interactive product visualisers: (- Visualizadores interactivos de productos) : -
Interactive product visualisers: allow products to be zoomed in and viewed from
different perspectives