Interactive Marketing Week 5 part 1 Ethan Chazin
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Transcript of Interactive Marketing Week 5 part 1 Ethan Chazin
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Designing theDesigning theCustomerCustomerINTERFACEINTERFACE
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First, some unrelated things to
ponder…
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For Discussion
How How technologytechnologychanges the way changes the way
marketers engage marketers engage customerscustomers
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The The 7Cs7Cs to Building to Building
WORLD-CLASSWORLD-CLASS
WebsitesWebsites
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IS Your Website IS Your Website Worth Visiting?Worth Visiting?
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• The interface (website) is the visual and virtual representation to communicate the firm’s value proposition.
• Provides significant information to existing and prospective clients.
• Successful design is critical to answer questions, engage visitors, and create compelling online experiences.
• Should attract target segment customers AND deter non-targeted visitors.
The The 7Cs7Cs
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• CONTEXTCONTEXT: Captures the aesthetics and functional “look and feel” of the website.
• CONTENTCONTENT: All the subject matter contained on the site.
• COMMUNITYCOMMUNITY: A set of interwoven relationships built upon shared interests. Can create content or services that attract consumers to the website.
• CUSTOMIZATIONCUSTOMIZATION: a site’s ability to modify itself to– or be modified by– each user.
The The 7Cs7Cs
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• COMMUNICATIONCOMMUNICATION: the dialog that unfolds between the site and visitors takes 3 forms:– Firm to user (ex. email messages)– User to firm (ex. customer service request)– User-to-user (ex. instant messaging)
• CONNECTIONCONNECTION: All of the links between the website and other sites.
• COMMERCECOMMERCE: the transactional capacity of the site. The selling of products, shipping, payment options, check out and order confirmation.
The The 7Cs7Cs
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Context
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• The “look and feel” of the ‘screen-to-face’ engagement.
• Aesthetic and functional criteria are reflected/captured to provide the maximum customer engagement.
• Content must be presented in a coherent, logical way.
• Visitors must be able to move easily around the site.
Context
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• Factors for maximum layout efficacy:– Section breakdownSection breakdown: how your organization
your website into sub-categories. Sections on a page
– Linking structureLinking structure: How sections of the site are linked together, so visitors can move back and forth effortlessly
– Navigation toolsNavigation tools: Ways for users to move throughout the website (can be by types of search, linking, site maps, e-commerce engine)
Context
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Examples…
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Content
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• Offering MixOffering Mix: the content includes products, information, and services.
• Appeal MixAppeal Mix: Has to do with the promotions and communications messaging projected by the organization.
• Multimedia MixMultimedia Mix: involves the variety of media, from text to video, audio, images, and graphics all incorporated into the website.
• Content TypeContent Type: The information has a degree of time-sensitivity...unless its “reference content” which has a longer shelf life.
ContentContent
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Examples…
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