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Consumer Management 2#3
Transcript of Consumer Management 2#3
Online consumer experience
- the combination of rational and emotional factors of using a company’s online services that influence consumers’ perceptions of brand online
the sequence of interactions across different media and online presences which a consumer takes as they use, seek information, products or entertainment online.
Design of online presence should consider:
Ease of locating the site through search engines
Services provided by partners online on other websites
Quality of outbound communications such as e-newsletters
Quality of processing inbound e-mail communications from customers
Integration with offline communications and touch points like store and phone as part of multichannel marketing
Planning website design and development
The main development tasks, scheduled as part of the planning process:
1. Pre-development task e.g. domain registration, host choice, objectives and aims setting
2. Analysis & Design considers customer persona, business objectives, prototypes and information architecture
3. Content developing and testing e.g. creation of prototypes, visual design, database integration, usability and performance testing
4. Publishing or launching the site – soft launches, testing before mass launch
5. Pre-launch promotion communications e.g. SE registration, SEO or PR activity
6. Ongoing promotion – post launch activities including Pay-Per-Click, SEO, Competitions, Discounts etc.
Who should be involved in a website development ?
Typical profiles of team members follow:
Site sponsors – senior managers who will effectively pay for the system
Site owner – typically the marketing or e-commerce manager will take site ‘ownership’
Project manager – responsible for planning and coordination of the website project
Site designer – responsible for ‘look & feel’ of the site, includes styling and transferring brand value
Content developer – write copy and convert the copy to a web friendly form
Webmaster – ensures quality, speed, availability, connection with company database, graphic design and content development
Stakeholders – internal staff need knowledge of the web presence
Initiation of the website project provides a framework that ensures:
There is management and staff commitment to the project
Objectives are clearly defined
The costs and benefits are reviewed in order that the appropriate amount of investment in the site occurs
The project will follow a structures path, with clearly identified responsibilities for different aspects such as project management, analysis, promotion and maintenance
The implementation phase will ensure that important aspects of the project, such as testing and promotion, are not skimped
The website development
Domain name registration
When registering a domain consider:
Organisations should register as many ccTLDs (e.g org.uk) and / or domains extension
Selecting a host provider
– an indication of how easy it is for customers to connect to our site.
– an approach to website design intended to enable the completion of user tasks.
3 steps to usability testing:
Identify target audience and typical tasks
Ask target audience to perform task
Observe how they succeed
Designing the user experience
– the design phase defines how the site will work in the key areas of the website structure, navigation and security.
Critical to success relates to quality of experience!
Designing the user experience
Who are the important users?
What is there purpose for accessing the site?
How frequently will they visit the site?
What experience do they have?
What nationality are they?
What type of information are the looking for?
Use of information e.g. download, print or read.
Browser, Speed, Screen sizes?
Elements of site design include:
Site design & structure
Information organisation schemes
Exact – e.g. alphabetical or chronological
Ambiguous – e.g. categorise in topic areas
Hybrid – a combination of Exact and Ambiguous
Site navigation schemes
Consistency e.g. menu options
Simplicity e.g. limited no. of options
Narrow and deep
Fewer choices, more clicks to reach required content.
Broad and shallow
More choices, fewer clicks to reach required content
– management of text, rich media, audio and video content aimed at engaging customers and prospects to meet business goals published through print and digital media.
Elements that need to be planned and managed include:
Content engagement value e.g. product info, games
Content media – plain text, rich media, podcasts, streamed video
Content syndication – feeds, emails, direct submissions
Content participation – enable comments, ratings & reviews
Content access platform - digital access platforms such as desktops & laptops for different screen resolution and mobile devices
Step 1. Goal setting and tracking for interactive marketing communication
value measures including clicks, visitor sessions and unique visitors
Campaign response mechanisms
visitors should visit home page of the company not home page of destination website
users click on an ad or link from a referring website, which aims to maximise conversion rates.
facility available on the website for a company to contact a consumer at a later time
Step 2. Campaign insight
Consumer insight can be achieved on the basis of:
Site audience reach and comparison
Online buying behaviour and preferences
Consumer media consumption
Consumer search behaviour
Competitor campaign activity
Alternatively, consumer insight can be achieved on the basis of ‘participant print’, which includes:
General profiles (consumers’ demographic/ psychographic characteristics)
Digital profiles (including: digital usage habits, content consumption preferences, content creation profile)
Individual profiles (including information about existing prospects and consumers)
Step 3. Segmentation and targeting
Campaign targeting strategy
defines the target audience which has to be reached through communication campaign
Key targeting issues in online campaign are:
Quality of insight about consumer
Range of variables or parameters used to target
Identifying the targeting attributes or variables which will influence response
Specific targeting approaches available for the key e-communications tools
Step 4. Offer, message development and creative
According to Jenkinson (2003) every marketing communication should contain :
Idea forming (generate ideas in consumers’ mind)
Relationship building (build relationship based on e.g. emotional bonding, brand etc.
Sales activation (stimulate further purchase, search behaviour etc.)
Help (providing service and assistance)
Product experience (interacting with brand )
Step 5. Building and selecting the digital media mix
3 decisions to make
Level of investment in digital media technologies in comparison to offline promotion
Selecting the right mix of digital media communications tools
Level of investment in digital assets
Digital assets refer to graphical and interactive material that supports campaign displayed on third- party sites and on microsites.
Display ad or banners
Video, audio and other interactive media
Step 6. Integration into overall media schedule or plan
Integrated marketing communications
– the coordination of communication channels to deliver a clear, consistent message to achieve marketing goals.
Integrated marketing communications include:
Integrated communications planning based on clearly identified marketing communications objectives
Involve management of all forms of contact including management of outbound communications
Utilise a range of promotional tools
Use a range of media to communicate consistent message
Include carefully selected promotional and media mix
Integrated marketing communications can be achieved on the basis of
Coherence (Different communications are logically connected)
Consistency (Multiple messages support and reinforce, not contradict)
Continuity (Communications are connected and consistent through time)
Digital media channel
– online communications technique used to engage web users, encouraging them to visit an organisations site or purchase through traditional channels such as by phone or in store.
Search engine marketing
– promoting an organisation through search engines to meet its objectives by delivering relevant content in the search listings for searchers and encouraging them to click through to the destination site.
Search engine optimisation (SEO)
structured approach used to increase the position of a company in Search Engine Ranked Pages (SERPs)
Paid search marketing
also known as Pay-per-click (PPC). A relevant text ad with a link to a company page.
Significant traffic driver
Potentially low cost visitors
Lack of predictability
Time for results to be implemented e.g. new sites may be months
Complexity & Dynamic nature e.g. what is the algorithm used?
Poor for developing awareness in comparison with other channels
Advertiser is not paying for advert to be displayed
PPC is highly targeted
Predictable e.g. traffic, rankings and results
Technically simpler than SEO
Remarketing (targeted through cookies)
Competitive and expensive
Inappropriate method of advertising for SMEs
Requires specialist knowledge
Irrelevant (customer type)
Online public relations (E-PR)
– maximises favorable mentions of your company, brands, products or websites on 3rd party websites which are likely to be visited by your target audience.
Reach & Impact – generate buzz
No media placement costs
Search Engine Optimisation
Brand enhancement and protection
Not a controlled discipline like other advertising methods
Hard to measure returns
Difficult to anticipate
May receive negative comments
- a commission based arrangement where referring sites (publishers) receive a commission on sales or leads by merchants (retailers or other transactional sites)
SERPs visibility & increased reach
Reach different audiences
Responsiveness to marketplace changes
Target generic phrases at lower costs
Diversity risk (own SEM strategy)
Pay-per-performance (control cost)
Incremental profit or sales may be limited
Affiliates may exploit your brand name
May damage bran reputation
Programme management fees
Programme management time
are paid ad placements using graphical or rich media ad units within a web page
Enhancing brand awareness and reach
Media-multiplier of Halo effect
Achieving brand interactions
Relatively low click through rates
Relatively high costs or low efficiency
Social media marketing
– monitoring and facilitating customer interaction & participation throughout the web to encourage positive engagement with a company and its brands.
-effective viral agent, reaches a large audience
- cost effective
- consumers rate opinions of peers, friends and family
-high risk marketing communication technique
- no guarantees
- significant initial investment
- Seeding to key influencers is time consuming
Evaluation and improvement of digital channel performance
the process of quantifying
of past actions through acquisition, collection, sorting, analysis, implementation and dissemination of appropriate data.
Effectiveness- meeting process objectives, delivering the required outputs and outcomes
Efficiency- minimising resources or time needed to complete a process
Performance measurement process
1. Creating a performance management systems
Stage 2. Defining the performance metrics framework
Performance measurement framework should:
Assess which strategic goals are achieved
Assess to what extent digital marketing contributes to the business
Assess effectiveness of digital marketing tactics and implementation
Assess the impact of digital marketing on the satisfaction, loyalty and contribution of stakeholders
Enable comparison of performance of direct digital channels with other channels
Assess digital marketing performance against competitors’
Stage 3. Tools and techniques for collecting metrics and summarising results
Site activity data
- information on content and services assessed by e-commerce data (e.g. hit-click, page impressions, unique visitors, page per visit, vsits per visitor .
Design for analysis
- measures designed to better understand the audience of a site and their decision points. (e.g. breaking up a long page to see which parts are of interest for consumers, grouping content by audience type, measure attrition at different points in a consumer journey)
– testing of two different versions of the page or a page element such as heading, image or button for effectiveness
- advanced form of AB testing, it enables simultaneous testing of pages for different combinations of page elements that are being tested
– detail analysis of visitor behaviour in order to identify improvements to the site.
How to select web analytics tool???
Integration with other data sources
Marketing research using the Internet
Internet-based market research
– the use of online questionnaires and focus groups to assess consumer perceptions of a website etc.
Website feedback tools
Site user satisfaction surveys
Single page feedback tool
Other: focus groups, mystery shopping, online survey tools
eMarketing Management process
Quality measures including conversion rates to action and bounce rate
a quality measure which shows what proportion of visitors from different sources within a different time period convert to a specific marketing outcome e.g. sale, subscription
Conversion rates can be expresses in:
Visitor or session conversion rate
= the number of conversion events/ the number of visitor sessions within a time period
Visitor conversion rate
= the number of conversion events/ the number of unique visitors within a defined time period
Media cost measures including cost per click
the cost of each click from referring site to a destination site
the cost of placing an ad viewed by 1000 people
Acquisition cost measures including cost-per-action or acquisition
Cost per action-
cost of acquiring a new consumer or achieving a sale
a target maximum cost for generating leads or new consumers’ profitability
Return on investment (ROI) or value measures
profit generated from referrer
Return on investment= ----------------------------------------------------------------------
amount spent on advertising with referrer
Branding measures, e.g. brand awareness, ad reach
Relationship with a company (new consumers, existing consumers)
Demographic segmentation (age, gender, social group. geographic location)
Psychographic and attitudial segmentation (attitudes to risk, brand loyalty)
Value (position in lifecycle)
Behaviour (consumer behaviour online)
Culturally customised website
Website performance optimisation
- data transfer using particular host provider
The more favorable mentions the higher search engine ranking!
ONLINE INFLUENCE OUTREACH
identifying companies/individuals with strong online following who can influence others
Voucher code sites
Everyone else.. you!
outbound email marketing
- emails are sent to consumers from the company
- management of emails from consumers by the company
cold email campaign
3rd party newsletter
direct response medium
email response decay