LOUD - Digital Download - Week 3

Digital Download
Session 3

21st March, 2011
Monday, 21 March 2011

Before we start....


Digital Quiz

1. What are the five creative guidelines for online
advertising?
Simple messaging, Strong branding, Clear CTA,
Integrated messaging & Contextual messaging

2. What is SEO? What is SEM?
Search engine optimisation
Search engine marketing

3. What is included in search?
Content, images, maps, videos, blogs, news


Online Advertising Checklist

1. Simple messaging
• Will users understand the execution in 5 – 7 seconds?
2. Strong branding
• Will the user know who the ad is for in 5 – 7 seconds?
3. Clear CTA
• Is there a strong & clear CTA on the final frame?
• Inclusion of offers provide an incentive for users to click-through
• Phone numbers & website addresses should not be included

4. Integrated messaging
• Do the online executions share elements with the offline campaign?
• Is the landing page similar to the online executions?
5. Contextual messaging
• Is the online execution relevant to its media placement?


Best working practices

• Have a written brief
• Agree objectives & success metrics with client
• Understand the context of your online media plan
• Integration with offline media where applicable
• Include interactive from start
• Spend time briefing/discussing with media/
publishers
– Ensure they understand what you are asking for
• Weekly reporting
• Create performance benchmarks


What you need to remember?

1. Search is more than words
• Content, images, video, words
2. Search must be constant
• Search isn’t just a campaign, it must be on 100%
3. Think about the detail when you build
• Every detail helps push results
4. Constantly, review, refine & learn
• Search can be optimised real-time, campaigns can be
tested & learnings taken out immediately
5. Google is more than a search engine


Week 2 Homework
NO EXCUSES!


Week 2 homework

• Select 5 keywords that relate to your main client
• Do a search in Google, Yahoo! & bing & highlight
what the differences were
• What was happening in SEM vs SEO?
• Was your client present?

you
• Submit all of your findings to the LOUD Training blog
id
at d
Wh nd?
ﬁ arch
u se ow?
yo y n
Do ntl
dif fere


The score card
GOOD PEOPLE BAD PEOPLE
Jules
Hadrien
Peter
Tony
Lindsey
Jim TOO MANY TO
Adela MENTION
Richa
Russell
Ryan
Lou


LOUD Training Blog


Blog stats

day
Mon ...
ay & ays..
Frid ey d
a re k


Where are we at today?

1. Introduction to Digital
2. Customer journey: attract
3. Customer journey: engage
4. Customer journey: transact/participate
5. Customer journey: retain
6. Customer journey: grow & Summary
7. Summary & pitch


What today is about?


What is the customer journey?

Attract Engage Transact Retain Grow

ATL
ATL Microsite
Microsite Shop online
Shop online DM
DM DM
DM
POS
POS Landing page
Landing page Register
Register eDM
eDM eDM
eDM
Online (social,
Online (social, Website
Website eDM sign-up
eDM sign-up Call
Call Call
Call
search, ads)
search, ads) Call centre
Call centre Call centre
Call centre
CRM (DM & eDM)
CRM (DM & eDM) In-store
In-store In-store
In-store Microsite
Microsite Microsite
Microsite
WOM (referral)
WOM (referral) In-branch
In-branch In-branch
In-branch Website
Website Website
Website


What is Engage?


What else is Engage?

Online
advertising Email
Technology:
Marketing
RSS
Mobile
Application marketing
Development

Social Websites
Networks Online

Content: Blogs
audio, visual,
video
Online PR
Viral Search
Engine
Strategy


1. What is a Website?
Encouraging consumers to engage & participate with a website

3. Social
1. Websites 2. Landing Pages 4. Key take outs
Networks


A thought about websites

• “People don't want to wait. And they don't want to
learn how to use a home page.
• There's no such thing as a training class or a manual
for a website.
• People have to be able to grasp the functioning of the
site immediately after scanning the home page - for
a few seconds at most.”
Jakob Nielsen


lon g do
H ow ea
giv
you be
What are the main websites you visit? fore
w eb site e?
ul eav
yo


What is a website?

• A website (also written Web site or simply site) is a
collection of related web pages containing images,
videos or other digital assets.

• A website is hosted on at least one web server,
accessible via a network such as the Internet or a
private local area network through an Internet
address also called URL. ni o rm
foes URL
U rce
ated oufor?
Wh R s d
n
taocator
sL


What are the different types of websites?

Landing Pages Microsites Websites


The most important thing about a website

ne t he
Deﬁ
po se
p ur


What is Nike’s propose?


Encourage & foster a community of passion


http://www.nissanusa.com/leaf-electric-car/index?intcmp=Electric_Car.Promo.Homepage.Home.P2#/leaf-electric-car/index


http://www.vw.co.uk


http://www.jeep.com/hostb/sitlet/experience/media/#/captured


http://www.mgmgrand.com/


http://www.g4tv.com/


http://moodstream.gettyimages.com/


the
t is his
W ha
ose of t
p urp
s ite?


Group exercise
What were the common themes?


What do most websites have in common?

• There are five things:
1. Clear purpose
2. Content is the hero
3. User engagement
4. Function & fun
5. Constantly refreshing


What do you need to know about a website?

• Because it’s quick & cheap, online is often not given
same attention as other mediums

• Online is all about usability:
– How a user gets onto a webpage:
• Anticipates how to interact with it
• Actually interacts with it
– Ease of learning. Efficiency of use. Memorability.
– Error frequency & severity. Subjective satisfaction.
Usability.gov


Things to remember

Usability Easy Simple


Why is usability important?

• ‘The average online retailer fails to convert fully 97%
of their site shoppers into site buyers, while a
number of studies have demonstrated that as much
as 73% of potential customers abandon their online
shopping cart before they have consummated a
purchase.’
Shop.org

• ‘65% of US Internet users won’t patronize a poorly
designed site even if it’s their favourite brand.’
Genex/Synovate eNation 2010


Things we forget

• To design a usable user experience you have to
understand the problem first:
− who are the users?
− what are their current practices? &
− what are their needs?

• The main barrier to this understanding is that some
corporate cultures lack the courage to really listen to
users.


Reality check

In the words of Steve Krug:

• “Web design isn’t sex! …
• Web designers are confusing the Web world with the
real world.
• In the real world, foreplay is mandatory. But in the
world of the Web, …there’s no place for foreplay. To
put it bluntly, the Web is ‘Wham, Bam. Thank you
Ma’am.”
– Son of Web Pages That Suck, Chapter 4


Content is KING!


What is web 1.0?

• One-way
communications
• Pretty postcards
• Brochureware websites
• Just another channel rong
is w
What .0?
• Corporate speak eb 1
w ith w man
n t hu
• Content created by few le w
a
Peop ction
• Static pages in tera just
− NOT
et is l for
• Digitisation of existing tern
Th e in anne
r ch
knowledge − a n othe sting
roa dca ent
b ion w
rsat
onve
he c here
− T e lsew


What is web 2.0?

• Why it is different?
− Design
− Open source
− Communications
• Conversations (two-way)
− Collaborations
− Content creation by many
− Control of content by few is gone
− Mass participation


What are the different web 2.0 sites?

• Social networks
• Blogs
• RSS
• Social bookmarking
• Wikis
• File-sharing


What is Web 3.0?

• Really undefined, but:
– Smarter
– Cloud
– On the go


2. What is a Landing Page?

1. Websites 2. Landing Pages 3. Microsites 4. Key take outs


What is a Landing Page?

A landing page, some times known
as a lead capture page,
is the page that appears when a
potential customer clicks on an
advertisement or a search-engine
result link.


What is a landing page?

The page will usually display content
that is a logical extension of the
advertisement or link, and that is
optimised to feature specific keywords
or phrases for indexing by search
engines.


What is a Landing Page?

Advertising Landing Pages Action
(banner or SEM) (apply/buy now)

Corporate website is:
- too difficult to update
- too hard to work with IT
- legacy system doesn’t allow CMS


What are the different types of LP?

• There are two different types of landing pages:
Reference
Transactional

• A reference landing page presents information that
is relevant to the visitor.

• A transactional landing page seeks to persuade a
visitor to complete a transaction with the goal being
the immediate or eventual sale of a product or
service.


Landing page vs website

Single
page
Single
page
Single
page
Single
page
Single
page
Single
pages

ACTION


What are some examples of Loud LP? use
did ?you
W hy
t hem ork?
ey w
Did th


Why should I use a Landing Page?

• Single minded communication

• Creative testing inc messaging

• Targeted communication & enhanced user
experience

• Emphasise call-to-action

• Increase conversion rates


What are the rules of an effective Landing Page?

1. Well merchandised offer with hero benefit

2. No navigation, strong branding

3. Only one action - Apply, Download, Enquire

4. Make it as visual as possible, but simple

5. Multiple Click Points


What are the key take outs?

• Design:
The designs don’t have to be pretty, they just need to
work

• Functional:
There needs to be a lot of links
Minimal navigation

• Content:
Relevant to how you got there (extend the offer)


Six elements for effective Landing Pages

• Six elements that affect the performance of landing
pages:
1. Friction
• How much work the visitor has to do (this includes the reading)
2. Incentives
• Extras that are thrown in to sweeten the deal
3. Visitor motivation
• How much they want what you have
4. Value proposition
• The perception visitors have of you and what you are selling
5. Anxiety
• The perceived risk to the visitor


Where how to use a Landing Page?
message

MESSAGE
1 MESSAGE
2 MESSAGE
3 MESSAGE
4
Online

Save
15%,
buy
GIO
car
Enter
your
postcode

Top
5
reasons
for
Get
a
quick
quote
insurance
online save
15%
online extensive
cover
(checklist) (dynamic
banner)
Landing page

CONTENT
CONTENT CONTENT CONTENT
1.
Save
15%
(based
on

1.
Save
15% 1.
Save
15%
in
postcode 1.
Breadth
of
cover

quote)
2.
Breadth
of
cover 2.
Breadth
of
cover 2.
Save
15%
2.
Breadth
of
cover

Quote information
(postcode, car)
Retargeting

VALUE
MESSAGE/
VALUE
MESSAGE/
VALUE
MESSAGE/
VALUE
MESSAGE/

OFFER OFFER OFFER OFFER


What it takes to build a Landing Page?

• There are a few key elements:
Content
• Primary message (offer specific)
• Secondary message (value/brand focus)
Look feel
• Simple design that can turned into a template
• Clear areas for Call To Action buttons/areas
Build
• Ensure there are multiple links/buttons and actions
• Try to start application process on the landing page
• Make sure analytics are included


How does that translate to build?

What
are
the
objecRves?
What
is
the
template
What
is
the
best
way
to
Where
will
the
landing
What
are
the
results?

What
do
you
need
to
be
look

feel? build
this
quickly

pages
live? What
CTA
is
working

communicaRng? What
elements
need
to
ensure
it
is
updated
best?
be
updated? easily? What
landing
page
is

What
analyRcs
code
is
geWng
the
best
results?
included?


What does it cost?

• As an approximate, if you had $10,000 you could get 4
pages:
1 x template
3 x designs (pages)

• BUT, that wouldn’t cover reporting reporting is
important so make an allowance of between $2,000 -
$4,000.


Landing Page: a quick summary

• Landing pages can be used for every campaign
• Landing pages work best with Search Engine
Marketing online advertising
• Landing pages are important when you want to
provide a single minded message great for
increasing campaign effectiveness
• Landing pages are templated so they are easy to
develop cost effective


Group exercise


What do you think?

• As a group, critique these landing pages for online
savings accounts:
– What do you like dislike?
– What would you do differently?
– What do you think you could use for your clients?


What do you think?

• In your groups, think about your pitch project:
– Do you think you need landing pages?
– If so, what do you think you should do for your landing
pages?
– What would you take from the learnings?
– What do you think you would leave?


Jargon time out!
Any questions before we get started?


3. What is a Microsite?

1. Websites 2. Landing Pages 3. Microsites 4. Key take outs


What is a microsite?

• A microsite, also known as a minisite or weblet, is an
Internet web design term referring to a cluster of
pages which are meant to function as an auxiliary
supplement to a primary website.
• The microsite's main landing page most likely has its
own domain name or subdomain.

life
self
ited pose
Lim pur
Set


eyo nd a
ng b page
ovi ng
M
la ndi


4. What are the key take outs?
Summary

3. Social
1. Websites 2. Landing Pages 4. Key take outs
Networks


Customer journey - engage

Attract Engage Transact Retain Grow

ATL
ATL Microsite
Microsite Shop online
Shop online DM
DM DM
DM
POS
POS Landing page
Landing page Register
Register eDM
eDM eDM
eDM
Online (social,
Online (social, Website
Website eDM sign-up
eDM sign-up Call
Call Call
Call
search, ads)
search, ads) Call centre
Call centre Call centre
Call centre
CRM (DM eDM)
CRM (DM eDM) In-store
In-store In-store
In-store Microsite
Microsite Microsite
Microsite
WOM (referral)
WOM (referral) In-branch
In-branch In-branch
In-branch Website
Website Website
Website


What are the different types of websites?

Landing Pages Microsites Websites

Single pages Multiple pages Corporate purpose
Specific purpose Campaign specific Long term
More effective Short term Refreshed every
Constantly optimised 12-18mths
Integrated
SEM/SEO/Email

BIGGEST PROFIT HEALTHY PROFIT PROFITABLE
LEAST SCOPE CREEP POTENTIAL SCOPE CREEP SCOPE CREEP


The most important thing before starting

ne t he
Deﬁ
po se
p ur


What do most websites have in common?

• There are five things:
1. Clear purpose
2. Content is the hero
3. User engagement
4. Function fun
5. Constantly refreshing


Weekly homework
NO EXCUSES!


Week 3 homework

• Pick one of your clients
• Review their current website any landing pages
they are doing
– What are 3 things that can be improved?
– What are 3 things they are doing well?
– As a customer, would you engage with there site?
– What else should they be doing?

• Submit all of your findings to the LOUD Training blog


Your Pitch Presentation
er
Get started now
ind
A rem


What is the background?

• There is a new online savings product launching for a
client you are going after
• They have a $750,000 online only budget for the initial
launch 12 months to spend
• There is a separate budget for offline activity, but it
isn’t that much
• They want to achieve the following objectives:
– Open 300 accounts a week
– Get a database of prospective clients - 25,000 within the
first 6mths
– Become visible known for the product


What you need to do?

• You need to:
– Identify the audience
– Understand what they are doing online where they
are going to
– Put together a plan for the launch then ongoing
communications for 12 months
– Identify how you are going to meet the objectives
– Put together a plan for tracking continuous
improvement


Jargon time out
Questions
Thoughts


Thank you
Want to talk more? Drop me a line:

Dominique Hind
http://dominiquehind.wordpress.com
e: dominique@withcollective.com
m: 0403 300 015


LOUD - Digital Download - Week 3

Recomendados

Recomendados

Mais conteúdo relacionado

Último

Último (20)

Destaque

Destaque (20)

LOUD - Digital Download - Week 3