Tag: media

Digital Marketing Explained: Page Goals and Design

Digital Marketing Explained: Page Goals and Design

This is a part of the Digital Marketing Explained Holy Grail Post Series, the outline will be kept together on the Digital Marketing page.
ditial marketing holy grail
Organic digital marketing refers to the optimisation of traffic that you would receive organically (without having to promote) from direct website visits, links from search engines, links from other websites or email referrals. Social media profiles will also receive organic traffic but that will be discussed in the social media section.

Website or Landing Page

Defining Your Goals

First and foremost you need to define your goals of your page. Ideally there should be at least one “conversion metric” that could range from soft metrics like time on site to hard metrics like sales.

Here is a list of example metrics

  • Interaction Metrics
    • Article Views
      • Article reads (30 sec+)
      • Time on article pages
    • Video Views
    • Audio Listens
    • Podcast Downloads
    • Game Plays
    • Pages/Visitor
  • Email Capture via
    • Newsletter subscription
    • Competitions
    • Downloads
    • Event registration
  • Sales
    • Online Sales
    • Offline Sales Leads

Once you have defined your goals, your next task is to design your page with those goals in mind and follow best practice web design principles.

Designing Your Page

When designing your page there are layout, compatibility, accessibility, navigation, multimedia, content and design elements to consider. For each of these there are best practices to ensure that you do, try to avoid and just some general tips.

Layout

Ensure that the page

  •  is appealing to you target audience
  •  has consistent branding, style, header and logo
  •  has consistent & relevant navigation
  •  has consistent all fonts, font sizes, and font colours across the site
  •  uses an informative page title
  •  includes relevant keywords in its title and body
  •  includes credibility factors like corporate name, site name et cetera
  •  includes a footer with copyright, contact details, privacy policy, last updated date
  •  has good use of basic design principles: repetition, contrast, proximity, and alignment
  •  keeps all the most important information “above the fold”
  •  has a good balance of text/graphics/white space on page – not too many distractions
  •  has a good contrast between text and background
  •  has compelling, interesting information above the fold

Avoid

  •  repetitive information like the header, logo and navigation taking up more than ¼ to 1/3 of the area above the fold
  •  having a slow loading page

Compatibility & Accessibility

Ensure that the page:

  •  is compatible with all major browsers (Internet Explorer, Firefox, Chrome, Safari)
  •  is compatible across all major operating systems (Windows, Mac, Linux)
  • is suitable for the blind and screen reader friendly

Use:

  •  navigation aids such as site map, skip navigation link, or breadcrumbs
  •  captions are for each audio or video file used
  •  common fonts such as Arial or Times New Roman
  •  alternate text and titles for images or multimedia
  • Preferably navigation should be structured in an unordered list

Navigation

Ensure that the navigation links

  •  are clear and consistently labelled
  •  are easy to use for target audience
  •  are also clear text links in the footer section of the page
  •  all are working links (check for broken links)

Avoid:

  •  using images, Flash, or DHTML for the main navigation

Multimedia

Ensure that:

  •  graphics are optimised for web and do not significantly slow the site download
  •  each audio, video or Flash file used does serve a clear purpose & enhances, rather than distracts from the page
  •  download times for audio or video files are indicated
  •  links to downloads for media plug-ins are provided

Writing Content

When writing content for the web, ensure that the content:

  •  uses techniques of web optimised writing are used such as headings tags, bullet points, short sentences in short paragraphs with a good use of white space
  •  provides meaningful, useful information
  •  is organized in a consistent manner
  •  can be found easily (minimal clicks, searching or scrolling)
  •  is up to date (and the date of the last revision and/or copyright date is accurate)
  •  provides links to other useful sites or pages

Avoid

  •  outdated material
  •  typographical, spelling and grammatical errors
  •  the use of “Click here” when writing text for hyperlinks
  •  non-standard link colours (if used, have a consistent set of colors to indicate visited/nonvisited status)

Design Elements

For best practices around block quotes, about pages, coming soon pages, error pages, buttons, image captions and more have a look at Smashing Magazine’s web design best practices. Furthermore, hongkiat.com provides a great resource on best practices and examples for call to action buttons.

When briefing your page to a designer or just in getting your head around it, it helps to start off with wireframes.

Digital Marketing Explained: Website or Landing Page

Digital Marketing Explained: Website or Landing Page

This is a part of the Digital Marketing Explained Holy Grail Post Series, the outline will be kept together on the Digital Marketing page.
ditial marketing holy grail
Organic digital marketing refers to the optimisation of traffic that you would receive organically (without having to promote) from direct website visits, links from search engines, links from other websites or email referrals. Social media profiles will also receive organic traffic but that will be discussed in the social media section.

Website or Landing Page

Your website or landing page is the first port of call for most people. Even if you are not promoting it directly, people will still try to find it when exposed to other campaign material.

The best part is that you have complete control over your website, albeit within the capabilities of your web development/IT team, content management system and internal policies.

Unlike any other channel, your website or landing page else allows you to craft your message, direct people to your conversion funnel and track the results.

What’s the difference between a website and a landing page?

Website: A website is generally open to the public, the first point of call for people to navigate across your brand.

Landing page: A landing page is specifically built for a campaign and preferably has minimum distractions.

“Your website should be designed to impress your target market and Google”[1]

When building a website or landing page you should have two goals in mind. Firstly, most obviously and importantly, you should be aiming to impress your audience. Secondly, however, you are building to impress Google (among other search engines) by building it in such a way that will be “index-friendly”

Planning a website or landing page (referred to as page from here on) is just like when you are planning any other campaign; first you must define your goals then you can design your page.

Digital Marketing Explained: Digital Marketing Landscape

Digital Marketing Explained: Digital Marketing Landscape

This is a part of the Digital Marketing Explained Holy Grail Post Series, the outline will be kept together on the Digital Marketing page.
ditial marketing holy grail

Landscape

Here is a list of the digital marketing landscape at a glance. It can be hard to categorise the different channels as there is a lot of crossover between them.

Therefore the organisation of this list is not necessarily ontologically correct, however, it is organised from the marketing perspective and which channels should be thought of together.

Furthermore, they are not all “channels” per say. Some of the list includes cross-channel topics that a good marketer should consider in their digital strategy (for example moderation, feedback and viral marketing). 

  • Organic
    • Website or Landing Page
    • Organic Search
    • Email
  • Paid
    • Paid Search
    • Display Advertising
    • Social Media Advertising
    • Mobile Ads
  • Social
    • Facebook
    • Twitter
    • YouTube
    • Google Plus
    • StumbleUpon
    • Blogging
    • MeetUp
    • Social Bookmarking
  • Applications
    • Web
    • Facebook
    • Mobile
  • Analytics
  • Other
    • Wikipedia
    • Forums
    • Wikis
    • Moderation
    • Feedback
    • Viral Marketing
    • Podcasting
    • SMS
    • QR Codes

 The rest of this series will outline best practices, user guides, case studies and marketing strategies for the channels/topics in the order listed above. Feel free to jump around to the topics that interest you the most. However, I strongly recommend that the website/landing page section be read before moving on to any other topics.

What's Newsified Today December 29, 2011

What's Newsified Today December 29, 2011

Here’s the top recent articles from my favourite blogs and news sites:

What's Newsified Today December 25, 2011

What's Newsified Today December 25, 2011

Here’s the top recent articles from my favourite blogs and news sites:

Digital Marketing Explained: Why do Digital Marketing?

Digital Marketing Explained: Why do Digital Marketing?

This is the second part of the Digital Marketing Explained Holy Grail Post Series, the outline will be kept together on the Digital Marketing page.
ditial marketing holy grail

 Explained

The what, why, how and when part of this series is the most important part; simply grasping the concepts laid out will put you a long way ahead in the path to effective digial marketing.

What is Digital Marketing?

Why do Digital Marketing?

There is an audience out there that wants to interact. Help them!

LESSON #2: MARKETING = VISABILITY & RELATIONSHIP MANAGEMENT.

There is an audience out there that wants to interact. Help them! Make it easy for them find you and once you have them, treat them well then they will stick around, maybe even become an evangelist.

People are quickly migrating huge portions of their activities and time from analogue to digital channels. At the same time digital is infinitely more trackable, targetable and unobtrusive.

Marketing is shifting away from the “push” and “spray” paradigms toward “pull” and “target” ones. Instead of pushing your campaign, people search for you or your competitors. Instead of buying large quantities of generic media (e.g. newspaper ads) that is irrelevant and annoying, people can be targeted with message that is more relevant.

There are a lot of arguments to be made around digital analytics, targeting, interactivity, innovation et cetera, but at the end of the day the most important take away is this: if you are not there you will lose a huge potential audience, and if someone beats you to the chase then you could lose your current audience.

Apple New TV Rumoured

Apple New TV Rumoured

Apple is working hard redefining the future of the TV, and that includes a TV set that supports wireless streaming, the Wall Street Journal reports, citing sources close to the matter.

According to “people familiar with the matter,” Apple is in talks with media executives at many massive corporations and is developing a TV with wireless streaming capabilities.

Unfortunately, this latest in the long line of Apple iTV rumors doesn’t bring many specifics on what exactly Apple’s next-gen TV will look like.
One issue that may play a vital part in Apple’s upcoming TV product is voice recognition software, the same as Siri. The software “might permit users to use their voices to look for a show or change channels,” the WSJ says.

For more info: read on

Apple TV Dev Man

Digital Marketing Explained – Holy Grail Post Series

Digital Marketing Explained – Holy Grail Post Series

It’s about time I start consolidating a Digital Marketing “Holy Grail” explaining the whats, hows and whys of Digital Marketing.

I’ll be posting each part periodically and updating retrospect too.

The series outline will be kept together on the Digital Marketing page.

The outline will be as follows:

  • Digital Marketing Explained
  • Digital Marketing Questionnaire
  • Digital Marketing Landscape
    • Organic
      • Website or Landing Page
      • Organic Search
      • Back Links
      • Email
    • Paid
      • Paid Search
      • Display Advertising
      • Social Media Advertising
      • Mobile Ads
    • Social
      • Facebook
      • Twitter
      • YouTube
      • Google Plus
      • StumbleUpon
      • Blogging
      • MeetUp
      • Social Bookmarking
    • Applications
      • Web
      • Facebook
      • Mobile
    • Analytics
    • Other
      • Wikipedia
      • Forums
      • Wikis
      • Moderation
      • Feedback
      • Viral Marketing
      • Podcasting
      • SMS
      • QR Codes

Comment below if you want me to add anything!

Best Facebook Apps for Fan Engagement and Building Community

Best Facebook Apps for Fan Engagement and Building Community

Social Media Examiner posted this article about the top 10 apps to engage Facebook fans & build your community.

Here’s the abridged version of their rankings:

#1: Fan of the Week for Pages
Tracks of participation on your page & automatically posts a “shout out” to your fan of the week.
#2: Booshaka
It highlights fans that are participating on your page more often with a custom tab called Top Fans that’s added to your page. Provides you with stats too.
#3: NetworkedBlogs
From RSS it can pull in the title of your blog posts, first picture in the post (or a blog screen shot if there isn’t a picture) & an excerpt of the post.
#4: Post Planner
Not just scheduling but scheduling with pictures or video too!
#5: YouTube App
Get your YouTube channel, integrate it into your Facebook page = easy access to your videos!
#6: Livestream
Bring live video events to your Facebook page, interact with the audience, record the events for later viewing!
#7: ContactMe
Make it easy for people to get in touch with you with a Facebook page contact form. Add many different fields & customise the form. Easy.

Bring live video events to your Facebook page, interact with the audience, record the events for later viewing!
#8: Newsletter Subscription
Get people to subscribe to your newsletter straight from Facebook!
Constant Contact
MailChimp
#9: Scribd for Pages
The Scribd app lets people easily view documents right in the Facebook tab & also download it if they wish.
#10: Ecwid
Open a store operating within Facebook. It is integrated with PayPal, Google Checkout, Authorize.net and several other payment processing options.

There you go! So get apping!

What's News Today December 15, 2011

What's News Today December 15, 2011

Here’s the daily digest from my favourite blogs and news sites: