Adv a n c e d

M a rk e t i n
Group 4
g ​
M o d u l e 6 : W e b s i t e ​
Ma r k e t i n g S tr a t e g y ​
 Learning OBJECTIVES

1. Summarize the evolution and value of website marketing.​

2. List website marketing objectives.​
[Link] key website marketing considerations, strategies,
and tactics.​
4. Discuss key website content principles.​
5. Discuss key website marketing analytics.
 W e b site
lu tio n and
Evo lu e
Va
In the 1990s websites commonly had numerous pop-up
advertisements and messages ranging from legitimate to malicious.
Flash was used frequently, and animation and 3D text were key
design considerations. Many websites had a “counter” that would
increase with every visitor to the website. ​
 W e b site
lu tio n and
Evo lu e
Va
In the 2000s, popular websites included [Link] and popular
search engine [Link].​
In the 2010s, [Link], [Link], and [Link] ruled, along
with various social media sites such as Facebook and Twitter.
Websites became viewable on a wide variety of devices.​
 W e b site
lu tio n and
Evo lu e
Va
Websites of the 2020s are expected to continue to incorporate many
more existing and emerging technologies.​
Ways in Which Websites​
Can Contribute Value​
Provide information to assist in consumer decision-making

Be a source of sales

Provide 24/7 automated customer service

Enhance brand image

Be part of an organization’s integrated marketing

communication (IMC) strategy

Gather customer insights to help make better marketing

decisions

Be a source of competitive advantage and differentiation

Ways in Which Websites​
Can Contribute Value​
Build digital trust through disclosures, detailed content,
and interesting design

Provide broad consumer choice and variety • Facilitate

social interaction

Enable digital marketers to engage in socially

responsible actions
 Website Marketing
Objectives
ENHANCE GAIN
ESTABLISH
CONVERSION RETENTION AND CUSTOMER
LOYALTY INSIGHTS EXPERTISE

PROVIDE INTERACTIVE
SALES AND
BUILD BRAND IMAGE, PROVIDE
REPUTATION, TRUST,
EXCEPTIONAL
AND CREDIBILITY INFORMATION
CUSTOMER SERVICE
WEBSITE MARKETING
OBJECTIVES
Conversion – is often a sale, such as for an e-commerce website
or the number of new members that have signed up through the
site.
Gain Customer Insights - can help to improve customer website
experiences, leading to conversion.
Enhance Retention and Loyalty – measure how often customers
return and buy, and how much they purchase, as seen through
customer accounts and by tracking web behavior patterns.
WEBSITE MARKETING
OBJECTIVES
Establish Expertise –can be displayed through industry-
recognized certifications and adherence to industry standards,
could result in a potential customer feeling high regard for the
company.
Provide Interactive Sales and Exceptional Customer Service -
Effective websites pro- cess orders, provide responses to
customers, and process returns. The ability to purchase (or return)
a product at any time of day or night (in many cases) is a source
of convenience.
WEBSITE MARKETING
OBJECTIVES
Build Brand Image, Reputation, Trust, and Credibility – can be
displayed through industry-recognized certifications and
adherence to industry standards, could result in a potential
customer feeling high regard for the company by establishing
credibility, websites can build trust.
Provide Information - Websites can provide much more
information than most retail environments can provide, not just
about products and services but also about a company or a
brand.
 e M a rk etin g
W e bsi t io n s,
Co n s id era t cs
, a nd T a c ti
Strate g ie s
Website-Creation Strategy Considerations

Website Design Strategies and Tactics

Graphic Promotion Strategies
Website-Creation
Strategy Considerations
In-house versus Professional Creation?
Mobile-First Strategy
Website Domain Names Strategy
Adding Website Services and Emerging
Technologies
ebsite Accessibility Standards
Global Marketing Website Considerations
Building In Website Privacy and Security
Website Audit and Testing
Website Design
Strategies and Tactics

User-Experience (UX)–Focused Design

Graphic Design and Related Considerations
Website Promotion
Strategies
Email marketing and signature lines linking to website​
Social media and video links to website​
Blog links to website​
Online directories​
Online forums​
Search engine optimization (SEO)​
Search engine marketing (SEM)​
Retargeting​
Public relations​
Website Content
Strategies
Value for the Target Market
Language, Voice, Tone, and Style
Interactive, Dynamic, and Personalized Content and Media
SEO Content Strategy
Content Currency
Legal and Ethical Content
Value for the Target
Market
Website content is important to providing value and building trust. Having a landing
page is crucial to narrow in on the specific value being sought.

Value is provided on the landing page and elsewhere on the website by addressing
key aspects of the specific objective.

Additionally, visitors to a website may form part of the target market for an
organization. To be effective, the website content should appeal to and address the
target market
 Language, Voice,
Tone, and Style
The language should reflect what the intended audience will understand and be
comfortable with. In general, “plainspoken” will fit the goals of many websites.

The “voice” used should be based on a brand’s personality and should show in the
content. Voice, like personality, is relatively constant.

Tone describes emotive expression—it’s how you express personality and is

changeable, depending on mood and the situation.
 Interactive, Dynamic, and
Personalized Content and
Media
To engage consumers and have them interact with content, digital marketers should
use interactive content—content that requires consumers to take certain actions.

Dynamic content, otherwise known as adaptive content, is content that changes

based on user behavior.

If connected to the customer relationship management (CRM) system, adaptive

content can seriously enhance the ability of the website to provide enhanced CX, UX,
retention, and loyalty while also saving a consumer’s time and building a brand.
 Content Currency
Website content should be written to be fresh and current.

An out-of-date website reflects poorly on the brand.

It is a huge turn-off for a consumer to see content that is dated and no longer relevant.
This can reflect badly on the brand and result in a visitor leaving the site, causing a high
bounce rate.

On the other hand, current content can reflect positively, build a brand, and exhibit current
knowledge and expertise.

To add value for repeat visitors to a website and also for SEO, it is important to regularly
update content.

Providing meaningful content updates that are tied to the value being sought is crucial.
 Legal and Ethical Content
Content on websites should be legal and ethical, abiding by all applicable rules. This
includes all written content, images, video, and other content elements.

It is important not to violate others’ intellectual property, such as others’ trademarks and
copyrights.

Others’ trademarks should be used only with consent. Quoting others’ copyrighted
material should be done under fair-use law or with consent, depending on the amount
and type of content being quoted.
Website Marketing
Analytics
● Website analytics is “the collection, reporting, and analysis of website data.”
● Organizations may be interested in a variety of types of data related to websites,
including conversion, customer satisfaction, retention, and brand performance.

● Other activities related to websites, such as customer satisfaction, may need to be

inferred; these might be measured by looking at resolved complaints and repeat
purchases from customers who had raised concerns.
Website Marketing
Analytics
●Activities related to websites can be analyzed through various website analytics tools.
These data can be analyzed to gain insights into web traffic and to adapt and adjust a
digital marketing strategy accordingly.

●There are many web analytics tools and services, including but not limited to Optimizely,
Crazy Egg, Adobe Analytics, Hotjar, Full Story, and Salesforce Marketing Cloud.

●Google Analytics is a popular tool that can provide a host of data for an organization’s
websites.
Google Analaytics

●A popular web analytics tool; it is part of the Google Marketing Platform.

● It can assist with assessing website marketing performance and provide
insights on how to reach consumers with an increased chance of success.

● The various reports available in Google Analytics can help digital marketers
assess how website marketing efforts are going and provide key marketing
intelligence information.
Key Reports Available in
Google Analytics
Reports Snapshot – Provides key charts and graphs for a website, such as number of
users, total revenue, users in the last 30 minutes, and users by country.

Realtime Overview Reports – Presents customized current data about website usage.

User-Acquisition Overview Reports – Presents data about the acquisition of new users
through a website, including the touch points through which consumers make their way
to conversion.
Key Reports Available in
Google Analytics
Engagement Overview – Presents data about various measures of the length of time
that visitors engage with a website. Measures user stickiness, calculated as Daily
activities users (DAU) ÷ Monthly active users (MAU)

Conversions Report - The number of first visits, purchases, and users who have begun
checkout.

Monetization Overview – Shows the total revenue over a period of time, as well as total
purchasers and average purchase revenue per user
Key Reports Available in
Google Analytics
Retention Overview – Shows metrics relating to customer retention: New versus returning
users, user engagement, and lifetime value (the average value of purchases per new
user for the time increment being used).

Tech Overview - Shows information about the percentage of users by platform,

operating system, browser, device, and screen resolution.
Thank You
So Much!
Group 4