Transcript Designing a site (4/4) – 1h

Designing a site (4/4) – 1h
Marketing the site to the world
Lazar’s Development Lifecycle
Define the
mission &
target users
Collect
user
requirements
Perform
usability testing
Create and
Modify
Conceptual
design
Create and modify
physical design
Evaluate and
improve the website
Implement and
market the website
Marketing - Perspective
Economic
Influences
Social
Legal
Cultural
Political
Needs identification
interpretation
Customers’
criteria
Supplier
The Internet
Information
Technological
The Internet
Products/services
to meet needs
How to do Market Research (1/2)
• Quantitative and Qualitative data
• Large-scale
– Commissioned surveys/reports
• Small-scale:
How to do Market Research
• Small-scale
– Published or online surveys/reports
– Magazine articles
– Exhibitions
– Analyse trends
– Reliability and accuracy
– Software tools
– Web traffic analysis
– Server logs
Principles of Marketing
•
•
•
•
•
Know your customers
Know your competition
Know your strengths
Know your market
Know how to reach your customers
(information & products)
• Know how to keep your customers
• Market research is important
Online Marketing: Issues 1/2
• A ‘new’ marketing culture
–
–
–
–
Cultural, social and information requirements
Legal, political, economic imperatives
In a technological framework
Traditional business models may still have some
validity
• Enormous potential - large numbers of people
use the web
Online Marketing: Issues 2/2
• Users
– What do they want?
– What will they tolerate?
– How much information about themselves will
they give?
– How will they relate to Advertising? (Banner
ads, Spam) or direct e-mail marketing?
• Apply marketing concepts to websites (ecommerce)
Why use the web?
• Available on
demand (24 hrs)
• Anonymous
• Easy comparisons
• Development
Time
• Error Correction
• Relationship
marketing
– Customer Support
– Tailoring
– Engagement
•
•
•
•
E-mail buttons
Forms
Games
Competitions
Why not use the Web?
•
•
•
•
•
•
•
•
•
Development Expense
Call charges for modem or mobile users
Impersonal
Easy to get it wrong
Easy to get lost
Easy to jump out
Skimping on design
Search Engines
Easy comparisons with competitor
Choosing domain names
• Naming rules (reduce errors)
–
–
–
–
–
Make the URL as short as possible
Use common, natural language words
Use all lowercase characters
Avoid special characters
Beware of Os and 0s (causes confusion, use aliases)
• Don’t change it
– Support the old url (Set up a code 301 redirect from
server or <meta http-equiv=“refresh” content=“5;
url=http://www.newurl.com”> )
Market Research
• Customers
– Web site clients / End Users
• Identify target user population
– Tailor products/services for specific customer groups
– Wants, needs, likes, dislikes, aspirations, beliefs, attitudes,
lifestyles
– Personalization possible (e.g. cookies)
– Small and large marketing segments can be tapped
– Legal requirements (data collection, protection, privacy)
Traditional Marketing
Large-Scale
– TV commercials, radio spots,
newspaper and magazine ads
• Small-Scale
– Place URL on “give-aways” (T-shirts,
plastic bags, pens etc) or business
materials (letterheads, business cards,
newsletters and fliers
Online marketing
• Online Communities
–
–
–
–
Listservers, newsgroups, chat rooms
Identifies users with a shared interest (targeting)
Links can be added
Unsubscribe
• Reciprocal Linking
– Identify web sites your target users visit
– Negotiate link
– Incoming link
– Content-driven
– Free publicity with an endorsement
– Monitoring: Search engines can be used to search for web
pages that link to a certain URL e.g. www.hotbot.com
– Web crawlers follow links (e.g. Google and Lycos
Banner Advertisements
• Narrow advertisement placed on a web page
• Standard size: 468 x 60 pixels (12-16KB)
• Clicking on the banner takes the user to the advertiser’s
web site (‘click-through’). Site owner receives revenue.
• Banner exchanges
• Generate cookies (user customisation and tracking)
• Frequently ignored
• Can be blocked (e.g. using AdDelete software)
• Success can be measured by ‘click through rate’ (CTR)
– % of visitors clicking through e.g
• 0.4% basic banner ad
• 7% if animated
• 10% sound and motion
Search Engines
• Identify web pages that appear to match
keywords
• Software / Online services to submit a
web site to multiple search engines:
www.addme.com
Search engine differences
• Spider, Crawler (Lycos, Google)
–
–
–
–
–
Retrieves home page
Text processing (meta tags, words on home page, both)
Identify and access internal links
Further text processing
Extracted keywords stored on a database
• Directory (Yahoo)
– Hierarchical Subject Index (performed by staff, until 2002)
– Submitted
– Now a crawler
• Keyword (AltaVista)
• Link popularity (Excite, Google)
• Ref: www.searchenginewatch.com
Search Engine Optimisation
• Page Title - Incorporate keyword(s) or phrase
• HTML Header Tags <h1>, <h2>, <h3>
– Incorporate keywords/phrase in the first paragraph of
text
• Image “alt” text - Provide a text alternative to
images that can be indexed by some search
engines.
• Avoid Frames
• Many of these ideas improve accessibility also.
Search Engines: Fine tuning (1/2)
• Speed up the time to get listed
– Yahoo Std service - Free (several months or never!)
– Yahoo Express service - $300 (immediate and
guaranteed)
• Paid Inclusion
– A search engine will guarantee to list pages from a
web site
• But how far up the list? – users often don’t go beyond
page 1
• Paid placement
– A search engine will guarantee a top-rank listing to
web site for a given keyword(s) searched
E-commerce sites
• The site is the company
• The interface becomes:
»Marketing materials
»Store front
»Store interior
»Sales staff
»Post-sales support
Dynamic Templates
• Cookies denote interests
• Database supplies files based on
preferences (Animation Pictures Sound
Text Video)
• Or learn through what links users select
• Each time you visit, the experience
becomes more personal
Cookies
•
•
•
•
•
•
•
•
•
# RealMedia G2 Cookie
File
#
http://www.netscape.com/
newsref/std/cookie_spec.
html
# This is a generated
file! Do not edit.
Text file
Username
Password
Last time visited
Pages visited
Favourite sites
Shopping Cart
Single file updated by browser for each URL
Can be blocked
Summary and Advice (1/2)
• Submit site to search engines and directories
• Issue a press release
•
•
•
•
Newsworthy content
Target interested editors
Match distribution method to editor preference
Format release appropriately for each method
• Announce in newsgroups (>20,000)
• Participate in e-mail lists
• Establish links to/from other Web sites (Oneway or Two-way)
Summary and Advice (2/2)
•
•
•
•
•
Purchase ad banners on other Web sites
Run on-site events
Issue an e-newsletter
Conduct a direct e-marketing campaign
Integrate with traditional marketing and
sales
• Measure your results