Fiche Web strategy

Retenir SOSTT (plus de sens et détaillé, comment je vais structuré d’abord le web et ce qu’il
y a autour) / SOSTAC (déjà intégré et fait partie du mix, plus de limites)

Session 1: Introduction to Web Strategy

Shift of Market practices and product value

• Cost Structure lighter

• Simpler Products
• Multiple-ways Marketing
• Focus on the experience and the usage
• Target better
• Analyse and use numbers
• Customer Engagement critical
• The F-factor

The Internet and the World Wide Web:

World wide web => from closed to open networks // IP and html protocols
- The Internet is one of several global networks: it has standard protocols - is based on
internetworking, or combining networks to form larger networks

The WWW uses the Internet technology to exist:

- Web protocols (e.g., HTML and HTTP)
- Web pages (documents containing HTML)
- Web servers (store and provide access to Web pages via a Web site)
- Web browsers (provide users with an interface to Web pages)
Web Domain Names and Addresses

Uniform Resource Locator (URL) is used to identify and locate a particular Web page.
Domain name is a term that helps people recognize the company or person
(Prefix,like“google”or“microsoft”- Suffix, like .com, .edu, .org, .gov, or two-letter country codes)

IP Addresses

The Internet uses IP addresses IPV4: Old style, 32-bit, running out of addresses • IPV6:
New style, 128-bit, huge address space

The WWW translates domain names into IP addresses (www.arizona.edu translates to (IPV4)
128.196.134.37)

A URL could be expressed directly as an IP address, although it’s more common to use
domain name.

The augmented marketing space (Visual search web, SE, Platforms, etc... ; SEM; Assistants
Virtuels; E-reputation; Social Media; Online Payment; Transmedi; Marketing automation)

What is Web Strategy?  From Digital to Web Marketing

 Using digital channels to exchange value

 Using digital platforms and internet network related tools to
market product and services
 Dedicated to promote products & services and build clients
conversations through activities which relate to the website
of the company

 Long-term plan, with a dynamic

approach to communication aiming
building a strong relations with clients
and enhance brand conversations
Dimensions of the web strategy

Business Goals - Web strategy objectives – Brand positioning - Strategic online objectives –
Targets - Structure of dynamic online relations (clients/partners/referrals etc...)
Zoom onto the Website

Today’s consumer behavior: the use

of the mobile phone is 50-90% faster
than traditional channels (TV)

Why do we need a website?

 • Visibility • Credibility • Client reach

• Customer journey • Merchandising

Types of websites  CoP - search engine sites, mobile sites, school sites, blogging sites,
political sites, information sites, e-commerce websites, social networking – portals

Main elements of a website

Where do I live? How is my house?

• Web address • Homepage
• Domain Name • Landing page
• Webhost/Server • Details
• Contact page
• Legal related info
• Navigation structure

Recap of key notions

▪ Digital revolution has changed consumption and conversation habits
▪ Phygityal and hybrid models are prevalent
▪ Web capabilities have exploded
▪ Web 3.0 is dynamic interactive and conversational
▪ web strategy as core component of digital marketing strategy
▪ SOSTT framework allows to structure the strategy
▪ Website are of different nature and components
 ▪ Main assets lie in immediacy, interactivity and brand image

Strategic scoping: functionalities mises en face des obj avec must have / nice to have / ideas
Dynamic page: IFTTT (if this then that)
Session 2: Defining effective Websites
Introduction

Enabling a different shopping experience

Experiential marketing: a step futher in the

customer journey

Experiential marketing is a marketing technique

that creates experiences between brands and
consumers. Experiential campaigns use an
activation (for example product sampling,
immersive experiences, stunts, events, etc.) to
bring brands to life and interact directly with the
target audience.

1. Website Scoping: Defining basics of the website

Strategic scoping
1) Purpose
2) Objectives and targets
3) Creative style and graphical identity
4) Choice of CMS
5) Budget (initial + maintenance)
6) Key information/functionalities (list) and content management strategy
7) Key dynamic pages (content/blog/news etc.)
8) Frequency of update

Main elements of a website

Where do I live? How is my house?

• Web address • Homepage
• Domain Name • Landing page
• Webhost/Server • Details
• Contact page
• Legal related info
• Navigation structure

Mapping customers’ need: structural firmness;

Functional convenience; Representational delight

Components of website
 • Navigation bar • CMS
• Mock up/site map • Shopping cart
• Logo • SSL
• Graphics and animation (eg carrousel) • Search engine
• Text boxes • Dynamic content algorithm
• Images • Chat
• Etc... • Referral forms
• RSS feed
• IFTTT
• Etc...

Organizations uses different types of IS infrastructure

Functional scoping
 - Data privacy
- Server/data redundancy
- Data recovery
- Dynamic searches (internal/external /Meta)
- Web 2.0
- Payment

Platforms bridging
Using SOA, multiple applications can invoke multiple
services

Web site sheltering and CMS (Content

management system)
WordPress: The undisputed market leader
The CMS market is dominated by one big player. WordPress’s share of the CMS market has
grown from 51% to 65% in just ten years. It also powers 41.0% of all websites, and 34.68%
of the top 1 million websites on the web.

Sheltering / Web host capabilities Minimum required capabilities

Url structure readability and visibility

It’s better for the website to have a small and clear url. Not with lots of number and so on.
Because it’s the first thing that we see on the web. We want to click or not. It’s better if it
retakes the same categories that there are on the website.

2. Website design

UI, UX, and CX, the importance of the customer journey maps
 understand the keys to unlock brand relation across the experience with the brand
Website architecture/structure Site map

Generic structure of a web page => Different websites (pages) must focus on different
design features.
Home page = principaux éléments Product page = description du produit

Landing/standard page

 AIDA (Awareness, Interest, Desire, Action)

 3 clicks away from basket
 Call to action
 Conversation
 5 styles
 Animations

Shopping basket
Il doit contenir les infos les plus importantes. S’il n’y a que le prix, cela ne nous donne pas
envie d’acheter. Nous avons besoin aussi de la description etc.
Recap of key notions
▪ Building your website:
▪ Site strategy
▪ Site structure
▪ Page structure
▪ Content building
▪Launch and Management(session3)
Session 3: Website effectuation and Content
Management
Content requirements

“A marketing approach that involves creating, curating, distributing and amplifying content
that is interesting, relevant, and useful to a clearly defined audience group in order to create
a conversation about the content.”
(Kotler et al., 2017

 High-quality original content Interesting stories about the brand

Content Marketing: Website perspective

• Introduce stories
• Build better experiences
• Push conversations
• Build momentums linked to business
• Generate return rate

Site building... then Content Management

1. Reserve a domain name
2. Choose a web hosting plan to suit the traffic you expect for your website
3. Design website architecture, page structure and content related features (cf session2)
4. Choose and set your CMS
5. Configure the website and options for best performance
6. Publish pages directly in your CMS aligned with your content strategy
7. Animate content
8. Monitor traffic
9. Adjust

Page Rhythm
Sticky web design: A sticky webdesign is a fixed navigation design on a webpage that
remains visible and in the same position as the user scrolls down and moves about a site.
Persistent navigation bars – or “sticky headers” – are now a web design standard.

Website Content: to have

Must have Nice to have

 Informative content  Conversation and engagement >
 Communicative content chatbot
 Transactional content  Communication > AI proposal based
 Conversational content on behaviour
 Thematic content  Storytelling and comm virtual trials
 Animations Product/service experience
proposition
 Newsletter
 Partnership//affiliation

Content management

1. Categorisation of content (which files go and where). In the root doc there are pages,
images, css…
2. Topic cluster modelisation (pillar pages; topic clusters; hyperlinks)
3. Information structure

4. Animations and content planning

Measurement

Most important metrics for website (according to CEOs)

Website/visibility KPIs
- Web traffic - Unique visitors
- Traffic source - Click thru
- Bounce rate - Conversion rate
- Page views - Returning visitors
- Search ranking - Engagement rate
- Average duration time - Page impressions

Google analytics
Session 4: Web Performance and SEO optimisation
1. Metrics and KPIs
2. Thunderbird case study

“During the last few years, the school has witnessed a decline in the student quality according to the
exit interviews of the graduating students. The expansion of digital marketing tools has extended
Thunderbird’s reach among the prospective MBA candidates, and effective utilization of these digital
resources can substantially facilitate the school get better leads
and improve the quality of incoming students.”

The Objective of This Project Is To Skillfully Analyze the “Google Analytics Data”

 To sort, analyze, and synthesize “Google Analytics Data” to generate meaningful insights
 To improve the effectiveness of display/sponsored ads placement
 To increase traffic to the programs page by 25%
 To improve conversions (submit information request) by 30%

Data interpretation

Bounce rate analysis

Bounce Rate CPC Referral Organic
Google 68.5% 48.2% 41.4%

 The bounce rate is really high for Google “Cost per Click.” This is a clear indication that Google
ad placement is not being done very effectively.
 The bounce rate is inversely proportional to the conversion rate, i.e., lower the bounce rate, higher
is the conversion rate.
 Bounce rate can be improved by modifying the landing page and/or changing the ads or keywords.
Exit rate analysis
 Exit rate is a very effective measure in determining if the page (programs.thunderbird.edu) is
performing up to expectations.
 The overall exit rate is 29.8%, which is good. Also, considering the fact that visitors spend around
95 seconds on average on this page, we can say that the content of the page is well designed.
 Since the exit rate of CPC (cost per click) is higher than other mediums, we can conclude that the
content of the page is fine. The problem lies with the keywords, quality of advertisements, and ad
placement.

3. Attractiveness and optimization

Content amplification
Content promotion tools: social networks, social media management tools, paid promotion tools,
distribution tools, advocacy tools

Content amplification practices

Amplify and drive/keep to site Distribute to other sites to drive attractiveness
• Banners and promotions  Native advertising
• Meta descriptions  Banners and promotions
• Pillar pages  Free trials
• Social Media activities  Referral programs

Social media strategy

PAID OWNED EARNED

General consumers/strangers Customers Brand Fans/advocates

Social media strategy as content amplifier

1. Choose 2. Build SM 3. Make your 4. Be 5. Engage
adequate SM schedule content easy attractive Participate to
platform To promote your to share Pics, videos, chats and 6. Evaluate &
web content animations, to comments + call
Link details to your On SM platforms
to action adjust
webpage AND website invite sharing

Referral Marketing as amplifier

WoM is key
Omni channel Marketing
Omni-channel marketing refers to the synergetic management of the available marketing
channels and customer touchpoints to enhance the customer experience and improve
performance

The power of transmedia

- Seamless experience
- Engagement & retention through story telling
- Virality of the experience
- Emotionality of the messages
- Improved trust and long-term brand loyalty

Key benefits of the enhanced customer journey

 Build a story and exploit the relation building
 Gain customer insights
 Bond with clusters and refine conversations
 Develop empathy and reinforce trust
 Generate returning visitors
 Augment the customer purchase lifecycle

4. Thunderbird case study

The online customer journey map from a client perspective : translate this in a web action plan
Session 5: Web Strategy optimisation
From client to Brand: the RACE model

2. Mobile Marketing as an asset for web performance

Mobile Marketing
How businesses communicate with consumers on their mobile devices, with their explicit permission,
at the right time, at the right place while providing relevant value” (Dushinski, 2009).
• Smart devices • SoLoMo • Individual value • Transparency • Wireless/24/7

Some figures in 2020...

 50% of WW population has a smart phone
 Average time spent /day =195min
 90% open rate
 98% in less than 3 min
 Totalizes 25% of ecommerce
 50% more data collection than web

Main obj: instant marketing

◆ Rich ➔ Apps, ads, QR code, SMS, MMS....
◆ In context➔ Push/pull
◆ Personalized ➔ Specific to customer experiences & content
◆ Innovative ➔ PC-like tech, adapted length, utility & entertainment

Why mobile first?

◆Broader reach ◆Uberised marcoms
◆Augmented UX ◆Data gathering for UGC
◆Facilitated Engagement ◆Onboarding and scalability
◆Ease of sharing

Key benefits of mobile marketing

 « Always on » behaviors
 Intimate consumer connections
 Geo-localization & Mash Ups
 Micro-targeting & individualization needs
 !! Privacy  permission marketing

3. Web performance and AI

AI Marketing is a method of leveraging technology to improve the customer journey or boost the
return on investment (ROI) of marketing campaigns.

IA faible (weak/Narrow AI)
Peut dépasser largement
toutes les activités de tous les
hommes. Les machines
engendrent des machines
LES DIFFÉRENTS TYPES D’IA
IA forte (string AI) Super intelligence Singularité
L’intelligence d’une machine IA qui accomplirait Remise en cause des règles
qui égale ou dépasse n’importe quelle tâche physiques : temps, espace,
l’intelligence humaine pour intellectuelle effectuée par matière, information
une tâche spécifique un humain (quantique)

Les technologies de l’intelligence artificielle

5. AI Marketing applications

 Voice recognition and NLP search

 Retarget Marketing and content personnalisation (UGC)
 Programmatic advertising
 Chatbots and intelligence agents
 Predictive and prescriptive analytics

Descriptive analytics => What happened?

Predictive analytics => What will happen?
Prescriptive analytics => How can we make it happen?

Conclusion