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Slide 7.

1

Part 3
Digital marketing:
implementation and practice

Chapter 7
Delivering the
online customer experience

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Slide 7.2

Learning objectives
• Describe the different stages needed to create
an effective website, mobile site or social media
presence
• Define the requirements that contribute to
effective site
• Identify the similarities and differences in
creating a website and other forms of online
presence .

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

.3 Questions for marketers • Which activities are involved in building a new site or updating an existing site? • What are the key factors of online service quality and site design that will help my goals of customer acquisition and retention? • Which techniques can I use to determine visitors’ requirements and whether they are met? • How should I integrate the different forms of online presence? Chaffey et al.Slide 7. 5th edition © Pearson Education Limited 2013 . Digital Marketing: Strategy. Implementation and Practice.

published by Palgrave Macmillan. Implementation and Practice. L.1 The online customer experience pyramid – success factors Source: Reprinted by permission of Macmillan Publishers Ltd. Digital Marketing: Strategy. 5th edition © Pearson Education Limited 2013 . pp. 8(3).Slide 7.186–95. based on a diagram in de Chernatony.. Chaffey et al. © 2001.: Journal of Brand Management. (2001) ‘Succeeding with brands on the internet’.4 Figure 7.

5th edition © Pearson Education Limited 2013 .5 Figure 7..2 Summary of the process of website development Chaffey et al. Implementation and Practice.Slide 7. Digital Marketing: Strategy.

Source: Sullivan (2011) Chaffey et al.Slide 7..3 Iterative approach to improving site effectiveness.6 Figure 7. 5th edition © Pearson Education Limited 2013 . Digital Marketing: Strategy. Implementation and Practice.

Slide 7. 5th edition © Pearson Education Limited 2013 . Implementation and Practice.4 Example of website development Chaffey et al.7 Figure 7. Digital Marketing: Strategy..

Slide 7. Chaffey et al. Digital Marketing: Strategy.8 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. learning difficulties and dead users. • Accessibility – An approach to site design intended to accommodate site usage using different browsers and settings particularly required by the visually impaired and visitors with other disabilities including motor control. 5th edition © Pearson Education Limited 2013 . – Also helps Search engine optimisation • Persuasion – Maximising returns from web investments through measurement and optimisation using techniques including web analytics (Chapter 10) and usability studies. Implementation and Practice.. efficiency and satisfaction in a specified context of use.

Slide 7. Implementation and Practice. Digital Marketing: Strategy. 5th edition © Pearson Education Limited 2013 .5 Google Webmaster Tools reports PageSpeed for marketers Chaffey et al.9 Figure 7..

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.Slide 7. Digital Marketing: Strategy.10 Design concepts • Information architecture – the combination of organisation. and labelling systems • Wireframes – Schematics – a way of illustrating the layout of an individual page or page template Chaffey et al. Implementation and Practice. 5th edition © Pearson Education Limited 2013 . navigation..

Digital Marketing: Strategy. Implementation and Practice.6 Ultralase website (www.Slide 7. 5th edition © Pearson Education Limited 2013 .11 Figure 7.com) Chaffey et al..ultralase.

4qsurvey. 5th edition © Pearson Education Limited 2013 .7 Explanation of 4Q Intent-satisfaction service (www.12 Figure 7.Slide 7.. Digital Marketing: Strategy.com) Chaffey et al. Implementation and Practice.

Implementation and Practice.8 Site structure diagram (blueprint) showing layout and relationships between pages Chaffey et al.Slide 7.. Digital Marketing: Strategy. 5th edition © Pearson Education Limited 2013 .13 Figure 7.

5th edition © Pearson Education Limited 2013 . Implementation and Practice.14 Figure 7.9 Example wireframe for a children’s toy site Chaffey et al.Slide 7. Digital Marketing: Strategy..

15 Figure 7. 5th edition © Pearson Education Limited 2013 .. Implementation and Practice.com) Chaffey et al.10 CSS Zengarden (www. Digital Marketing: Strategy.Slide 7.csszengarden.

16 Figure 7.11 Different aspects of high-quality information content of a website Chaffey et al. Digital Marketing: Strategy. Implementation and Practice..Slide 7. 5th edition © Pearson Education Limited 2013 .

17 Bagcheck. Implementation and Practice.. 5th edition © Pearson Education Limited 2013 . Digital Marketing: Strategy.Slide 7.com – an example of a site where different desktop and Figure 7.12 mobile experiences have been implemented Chaffey et al.

5. 2000b). Attention User’s eyes will be Emphasis and accurate labelling of drawn towards headings is vital to gain a user’s headings and attention. kept simple will be more readily comprehended. information is remembered. Chaffey et al. this interaction leading to flow and user describes the extent satisfaction is more likely to be to which the recalled. (Nielsen.Slide 7.Comprehe The user’s Designs that use common nsion and interpretation of standards and metaphors and are perception content. Implementation and Practice. 4. Digital Marketing: Strategy. Yielding Is information (copy) Copy should reference credible and presented accepted sources and present acceptance by customers? counterarguments as necessary. 3. 5th edition © Pearson Education Limited 2013 .18 Information processing stages Stage Description Applications 1. processed. Retention As for traditional An unusual style or high degree of advertising. Evidence suggests that content not graphics users do not notice banner and moving items on adverts. Exposure Content must be Content on banner ads may not be present for long onscreen sufficiently long enough enough to be for processing and cognition. 2.. suffering from ‘banner a web page blindness’.

Slide 7. (b) broad and shallow organisation schemes Chaffey et al. 5th edition © Pearson Education Limited 2013 . Implementation and Practice..19 Figure 7.13 (a) Narrow and deep. Digital Marketing: Strategy.

Implementation and Practice.com Chaffey et al.20 Figure 7.14 Faceted navigation at Wine. Digital Marketing: Strategy. 5th edition © Pearson Education Limited 2013 ..Slide 7.

. Digital Marketing: Strategy.Slide 7.15 Ratings of different forms of web functionality to support customer decision-making Source: Scene7 (2008) Chaffey et al. Implementation and Practice. 5th edition © Pearson Education Limited 2013 .21 Figure 7.

5th edition © Pearson Education Limited 2013 . Digital Marketing: Strategy.22 Online elements of service quality • Companies need to: – Understand customers’ expectations – Make clear service promises – Deliver on those promises Tangibles Reliability Responsiveness Assurance and empathy •Ease of use •Availability •Download speed •Contacts with •Service quality •Bugs •E-mail response call centre •Content quality •E-mail replies •Callback •Personalise •Price •Fulfilment •Privacy •Security Chaffey et al..Slide 7. Implementation and Practice.

Implementation and Practice.23 Figure 7. Digital Marketing: Strategy.16 Example of customer ratings at figleaves.com Chaffey et al. 5th edition © Pearson Education Limited 2013 ..Slide 7.

17 online experience used to deliver service Chaffey et al. Implementation and Practice. customer value and type of Figure 7..24 Variation between product complexity. 5th edition © Pearson Education Limited 2013 .Slide 7. Digital Marketing: Strategy.

com Chaffey et al.25 Figure 7.Slide 7.. Implementation and Practice. Digital Marketing: Strategy.18 The i-to-isite www.i-to-i. 5th edition © Pearson Education Limited 2013 .