WEBSITE

OBJECTIVES
CUSTOMER EXPERIENCE ON
01
INTERNET

02 WEBSITE INTRODUCTION

03 BUILD A WEBSITE
1. CUSTOMER EXPERIENCE ON INTERNET
Product

n
u c rt
t io
od m a
prS
ic
at tion io
n
m ut
uto duc vo
l
A ro l R e
o gy Marketing 5.0
P ia .0 ol Marketing in Digital World
u str 4 chn
s n d e (New CX x Next Tech)
as ctio tio
n In
t alt
M u u gi
od vo
l
t Di Marketing 4.0
r al l Pr l R e
r ne Moving from traditional
ltu ion ica a 0 te
u st r i 3 . In to Digital (New CX)
ric uct an n In
du er
&
Agrod echctio
t
l pu Marketing 3.0
P M u r ia 2.0 m
& rod st r Co Human-centric
du on e
P In luti Pow
vo ic
r
l
ia 1.0 Re ctr Marketing 2.0
t
us ion er
, Ele
d Customer - Oriented
In olu po gine
t w
v r n
Re ate m E Marketing 1.0
W ea
St Product - driven

1750 - 1850 1850 - 1915 1970 – early 2000s Present Timing

 Search Make Post
Decision information decision purchase
buying
process
Regconize need Consideration Purchase

The new Interest Evalution Trial

Awareness Adoption
product
adoption
process

Information Post-
Decision
The new search purchase
purchaser
adoption Problem Evaluation Action (sale or
process recognition use of online
service)

Aware Ask Avocate

Appeal Act
Online
Consumer’s
Experience
 CONSUMER PERSONAS

WHO HOW

WHAT WHY

WHERE WHEN

Psychographic 5Ws 1H Behavioral

( image source: https://www.pkmarketing.jp/en/articles/marketing50_02_en/ )
The buying process and how it can be supported by site content

Source: Digital Marketing Excellence_5th Edition Dave-Chaffey-and-PR-Smith, P193

2. WEBSITE INTRODUCTION
 ute
c
E xe
/
rite
d/W
a
Re
3 .0
e E B Marketing 5.0
rit W Marketing in Digital World
W
& (New CX x Next Tech)
ead
R
2 .0 Marketing 4.0
E B Moving from traditional to Digital
nly W (New CX)
o
ead
R Marketing 3.0 Human-centric

1 .0
B
WE Marketing 2.0 Customer - Oriented

Marketing 1.0 Product - driven

 Transactional e-commerce site Platforms for sales transactions

Services-orientated
relationship-building Advertising medium
website

Lead-generation
Brand-building site
method

Portal or media site Distribution channel

Social network or Customer service mechanism/

community site Relationship-building medium

The main types of site or mobile app functions Digital marketing and technologies can be used
 Microsite/ Landing page/ Campaign site

Business 12 Membership
Website 12 1 Website

E-commerce
Website
10 2 Portfolio

Entertainment 9 3 Blog/ Personal

Website Website

News Website 8 4 Forum

Nonprofit/Organization Website 7 5 Knowledge Base

6
Forum Popular websites/ applications
Source: https://www.hubspot.com/
https://blog.hubspot.com/
3. BUILD A WEBSITE
 BUILD A WEBSITE Strategy

Interaction Objectives/ functions

Content

Navigation
and structure

Aesthetics
 REQUIREMENTS

Persuasion to deliver Accessibility

commercial results

Web standards User-centered

design and usability

Search engine Information architecture

optimization (SEO) and findability
 CONTENT PLAN

Brand guidelines
05
03
what to write,
By whom
what not to write?
Author, influencer,
opinion leader?
Tone and Voice
Brand
04
personalities
01 Topics
What, who,…
Content types
Editorial, pictorial,
02
infographic, video
content and so on
 CONTENT PRODUCTION
WHO & HOW

Who is in charge Who will

of production response?
(writing, shooting, Response
editing, and so process?
on)
Who will
approve final
content?
How and
Approval
When
process?
content is
produced?
 CONTENT DELIVERY

When and where do we deliver? 1

Which platforms/channels? 2

Schedule: what time? What day? 3

Which tools to publish and manage? Auto, 4

schedule, ad-hoc?
5
Media push?
 NAVIGATION AND STRUCTURE

Keep it Be
Signposts
simple consistent
 AESTHETICS

05
04 Typography
03 Layout
02 Style
01 Color
Graphics
 Learning Deciding Action Support

Interaction
ü Simulations or ü Interactive ü Call to
interactive ü Callback facility ü Searchable FAQs
action
ü Animations that ü Chat facility ü Interactive
explain different ü On-site search support tools
features engines ü Customer
ü Tailoring by product ü Email a friend feedback
category or segment facility
ü Selection choice ü Customer rating
ü Downloads systems
ü Testimonials or case
studies
THANK YOU