DAP - Module summary - Web content and design 3.0.pdf
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DAP - Module summary - Web content and design 3.0.pdf
- 1. Digital Acceleration Programme INVITE Pull strategy SITE Content strategy SYNDICATE Push strategy S I S AUDIT Identify CONSUMER & TASK Works across other sections providing insights A TRACK Measurement & KPIs T SHARE Social strategy S Web Content & Website Design • Well thought through site design is essential for achieving your website objectives whether they are building engagement, brand uplift, recruiting into a relationship marketing programme, e-commerce, market research. • It is tempting to over-focus on the design of the creative rather than how you are going to manage content as part of an always-on approach • Is the content really useful, fun and / or informative? • Are your content and site objectives clear and consistent with the brand strategy and the BCI? • Design from the consumer’s point of view, not the brands’ • Always follow web standards or navigation conventions • Don’t create new websites, better to use subdomains of a brand site Good websites satisfy consumer needs and have a proposition which is clearly communicated instantly. Sites that fail to deliver value, grab attention quickly, or are hard to navigate will not hit business goals. You need a structured approach to web content and site design Key questions Key watchouts Digital Action Plan: Quick starters 1. Use the Consumer Journey Analysis toolkit 2. Within the site use Consumer Journey Analysis to identify improvements in usability 3. Include SEO and analytics up-front in all website / content briefs 10 second summary Why it matters? • Avinash: The project name for a new suite of digital publishing tools and platforms within Unilever, created and managed by Digital Marketing Services • ASSIST: The Unilever process for developing digital strategies for brands • HTML: Hypertext mark-up language is the open programming standard most web pages are written in • Flash: A popular technology for authoring web content, letting designers create animated and visually impactful content quickly, but unlike regular HTML pages, cannot be easily read by search engines or updated cheaply • Content Management System: A CMS is a tool for storing and publishing web content • Consumer journey analysis: Walking through the consumer’s journey when they interact with your digital content helps identify ways to improve Key concepts ASSIST: The framework for creating brand digital strategies