Framework for Digital Marketing
Web analytics: Search engine optimization Online advertising (search + display ad) Social media marketing
Website analysis: Analyzing the success of the website Website design.
Digital Marketing Foundations
Key terminlogy How can we evaulate successful websites? Conversions!
How to measure success of the website:
Website conventions: Top nav bar Logo top left Clicking the logo takes you home. Newsletter
Visual hierarchies
Clearly defined areas
Elininate distractions
Support scanning
Attention Context Clarity Congruence Credibility Closing Continuance
Three questions: A webpage is most likely to convert if it provides clear answers to these three questions:
- What are you offering?
- Why should I pick you?
- What do you want me to do next?
(4) Segments
- What are you offering?
- Why should I pick you?
- What do you want me to do next?
- Discount?