Today’s topic focuses on some fundamental design tips for creating an attractive corporate Website which enhances the IMC relationship-building process. Creating an attractive Website design is a must for markers who want customers and prospects to visit and revisit their site. According to Foraker Design, “The idea is that, no matter what you're doing, there's a user-centered way of doing it” (http://www.usabilityfirst.com/websites/index.txl). In fact, the focal point of Website design according to Foraker Design is “Usability First”. This concept begins at the earliest levels of project planning. A recent study by Consumer Web Watch found that 65 percent of U.S. Internet users surveyed (N=1,100) stated that they wouldn’t buy from a poorly designed site – even if it offered their favorite brand. Further, nearly half (46.1percent) of the participants ranked “design look” as the most important component when evaluating site credibility, followed by “design/structure”. In sum, consumers are looking for a professional and polished look (http://ecampus.edu./webct/ContentPageServlet/docs/leson2.htm).
Now that we realize the importance associated with creating a “user-friendly” website built from the “customer perspective” point of view, the question becomes “Where do we start?” Foraker Design has created a unique 5-step model for designing websites titled “A Model of “Pervasive Usability” in Website Design”. The five steps include:
Requirements Analysis
Conceptual Design
Mockups / Prototypes
Production
Launch and Maintenance
For a comprehensive review or detailed look at each step, check out Foraker Design’s Website at http://www.usabilityfirst.com/websites/index.txl. Also, you can find some great tips including lists of Dos and Don’ts for usability in design, Writing, Information Architecture, Quality Assurance, Design Links, reference literature on website design and a survey conducted in the fall of 1998 by following the links under “Website design Section Overview”.
Finally, I will share with you some benefits of planning usability into your project provided by Foraker Design:
The benefits of planning usability into your project are:
Increased end-user satisfaction
Increased end-user productivity, success, and completion
Reduced long-term development costs (costs incurred from fixing poorly designed products)
Reduced training and support costs
Return business to improve your competitiveness
(http://www.usabilityfirst.com/websites/index.txl).
Thanks to the folks at Foraker Design for sharing some valuable information on website design. I was hoping to include chart showing “Usability ROI” from the link located on the left side of Foraker Design web page, but Google could not access the link or it may have been removed. At any rate, if any reader knows of any current chart containing such information, I hope you can share it with our readers. Until next time, please feel free to share your comments or feedback as it relates to IMC and emerging media and, thanks for reading!
~ Dan
Saturday, May 31, 2008
Wednesday, May 28, 2008
May 28, 2008/6:15 PM (EST)/ The Future of New Media Spending
The focus of this topic takes a closer look at David Lieberman’s article “New Media expected to get more ad dollars” in USA Today® (http://www.usatoday.com/money/advertising/2008-03-25-alternative-media-ad-spending_N.htm). Lieberman’s premise is based on forecasts made by PQ Media, a research firm and leading provider of alternative media econometrics data to media stakeholders in need of actionable strategic intelligence for high-stakes investment decisions (http://www.pqmedia.com/).
According to the CEO of PQ Patrick Quinn, “Americans are spending more time out of the home, working late hours, communicating via wireless devices, shopping in malls and stuck in traffic... There has to be some change in (ad/marketing) strategies to reach these people." PQ Media predicts that companies will spend more than $160.8 billion in 2012 — up 82% from 2008 — on 18 emerging markets including online videos, store-based TV screens, sponsored events, TV and movie product placements, cellphones, video games and digital video recorders.
FROM ALTERNATIVE TO MAINSTREAM
As consumer habits change, advertisers and marketers will significantly raise spending on new digital and outdoor media. (in billions)
2007 $73.4
2008 $88.2
2009 $103.3
2010 $121.2
2011 $139.1
2012 $160.8
Source: Source: PQ Media Alternative Media Forecast 2008-2012
PQ Media’s predictions on social lifestyle changes in America are strongly supported in an article titled “Understanding Consumer Database Marketing” (Schoenbachler, Gordon, Foley and Spellman, 1997). According to Schoenbachler, Gordon, Foley and Spellman, “Consumers are indicating a preference for communications which are personalized and directed specifically to their needs, typically based on past purchase transactions.” Based on these predictions, the future of Direct Database Marketing using emerging electronic media appears bright. Also, with more and more companies demanding ROI analysis on marketing expenditures, the world of New Media offers significant advantages over tradition broadcast and print media.
~ Dan
The focus of this topic takes a closer look at David Lieberman’s article “New Media expected to get more ad dollars” in USA Today® (http://www.usatoday.com/money/advertising/2008-03-25-alternative-media-ad-spending_N.htm). Lieberman’s premise is based on forecasts made by PQ Media, a research firm and leading provider of alternative media econometrics data to media stakeholders in need of actionable strategic intelligence for high-stakes investment decisions (http://www.pqmedia.com/).
According to the CEO of PQ Patrick Quinn, “Americans are spending more time out of the home, working late hours, communicating via wireless devices, shopping in malls and stuck in traffic... There has to be some change in (ad/marketing) strategies to reach these people." PQ Media predicts that companies will spend more than $160.8 billion in 2012 — up 82% from 2008 — on 18 emerging markets including online videos, store-based TV screens, sponsored events, TV and movie product placements, cellphones, video games and digital video recorders.
FROM ALTERNATIVE TO MAINSTREAM
As consumer habits change, advertisers and marketers will significantly raise spending on new digital and outdoor media. (in billions)
2007 $73.4
2008 $88.2
2009 $103.3
2010 $121.2
2011 $139.1
2012 $160.8
Source: Source: PQ Media Alternative Media Forecast 2008-2012
PQ Media’s predictions on social lifestyle changes in America are strongly supported in an article titled “Understanding Consumer Database Marketing” (Schoenbachler, Gordon, Foley and Spellman, 1997). According to Schoenbachler, Gordon, Foley and Spellman, “Consumers are indicating a preference for communications which are personalized and directed specifically to their needs, typically based on past purchase transactions.” Based on these predictions, the future of Direct Database Marketing using emerging electronic media appears bright. Also, with more and more companies demanding ROI analysis on marketing expenditures, the world of New Media offers significant advantages over tradition broadcast and print media.
~ Dan
Monday, May 26, 2008
May 26, 2008/12:15 PM (EST)/ Wireless Technology Applications serving B-to-B Direct Marketing & IMC practitioners.
Welcome back to another thought provocative subject concerning Emerging Media in the new marketplace. Today’s topic essentially serves as an extension of my interests in wireless technology and who is using it and for what reasons. Between December 10, 2007 and January 13, 2008, 560 non-governmental organization (NGO) workers participated in a survey designed to demonstrate how NGOs are using wireless technology to help reach various social, civil, economic, and political goals. Results indicated that eighty-six percent of NGO employees are using mobile technology in their work. NGO representatives working on projects in Africa or Asia are more likely to be mobile technology users than their colleagues in areas with more ‘wired’ infrastructures. Ninety-nine percent of technology users characterize the impact of mobile technology as positive. Moreover, nearly a quarter describe this technology as “revolutionary” and another 31 percent say it would be difficult to do their jobs without it. Results indicate:
Total (%)
____________________________________________________________________
It has completely revolutionized the way my organization or
project does its work (25%)
It would have been very difficult to do the work without it (31%)
It is/was very helpful for my organization or project (36%)
It is/was only somewhat helpful (8%)
Ultimately, it is/was more of a burden than a help (0%)
It was a waste of time and money (0%)
Applications of NGO Mobile Use Are Diverse
While voice and text messaging are still the most common applications of mobile technology among NGO workers, respondents report using wireless technology in a number of other ways, including photo and video (39 percent); data collection or transfer (28 percent); and multi-media messaging (27 percent). The survey also finds some NGO workers using mobile technology for more sophisticated purposes such as data analysis (8 percent), inventory management (8 percent), and mapping (10 percent). Importantly, the amount of money invested in mobile technology correlates to a higher diversity of application; those NGOs that spend more use this technology for higher-end functions.
Users of mobile technology on projects with a health focus are also more likely to use mobile technology for data purposes.
Perceived Benefits of NGO Mobile Use are Enormous
The survey reveals that the key benefits of mobile technology for all NGOs include time savings (95 percent); the ability to quickly mobilize or organize individuals (91 percent); reaching audiences that were previously difficult or impossible to reach (74 percent); the ability to transmit data more quickly and accurately (67 percent); and the ability to gather data more quickly and accurately (59 percent). Not surprisingly, then, 76 percent of NGO users said they would likely increase their use of mobile technology in the future (http://mobileactive.org/files/MobilizingSocialChange_full.pdf).
Hopefully, this information helps reveal a new innovative media alternative that can be useful when determining marketing communication strategies for both B-to-B Direct Marketing professionals and, IMC practitioners across the globe. The link above provides an in-depth look at how wireless technology has changed the way societies and communities organize themselves and do business. I will end today’s discussion with a question which hopefully generates interaction among readers, “How important is wireless technology been in your career? After reading this discussion, Has it prompted innovative ideas applicable in your line of business?”
~ Dan
Total (%)
____________________________________________________________________
It has completely revolutionized the way my organization or
project does its work (25%)
It would have been very difficult to do the work without it (31%)
It is/was very helpful for my organization or project (36%)
It is/was only somewhat helpful (8%)
Ultimately, it is/was more of a burden than a help (0%)
It was a waste of time and money (0%)
Applications of NGO Mobile Use Are Diverse
While voice and text messaging are still the most common applications of mobile technology among NGO workers, respondents report using wireless technology in a number of other ways, including photo and video (39 percent); data collection or transfer (28 percent); and multi-media messaging (27 percent). The survey also finds some NGO workers using mobile technology for more sophisticated purposes such as data analysis (8 percent), inventory management (8 percent), and mapping (10 percent). Importantly, the amount of money invested in mobile technology correlates to a higher diversity of application; those NGOs that spend more use this technology for higher-end functions.
Users of mobile technology on projects with a health focus are also more likely to use mobile technology for data purposes.
Perceived Benefits of NGO Mobile Use are Enormous
The survey reveals that the key benefits of mobile technology for all NGOs include time savings (95 percent); the ability to quickly mobilize or organize individuals (91 percent); reaching audiences that were previously difficult or impossible to reach (74 percent); the ability to transmit data more quickly and accurately (67 percent); and the ability to gather data more quickly and accurately (59 percent). Not surprisingly, then, 76 percent of NGO users said they would likely increase their use of mobile technology in the future (http://mobileactive.org/files/MobilizingSocialChange_full.pdf).
Hopefully, this information helps reveal a new innovative media alternative that can be useful when determining marketing communication strategies for both B-to-B Direct Marketing professionals and, IMC practitioners across the globe. The link above provides an in-depth look at how wireless technology has changed the way societies and communities organize themselves and do business. I will end today’s discussion with a question which hopefully generates interaction among readers, “How important is wireless technology been in your career? After reading this discussion, Has it prompted innovative ideas applicable in your line of business?”
~ Dan
Friday, May 23, 2008
May 23, 2008/10:15 PM (EST)/ Ice Breaker and Launch for Topics in New Media & IMC
Welcome, to my first ever public blog. During the next several months, we will be taking an exciting journey exploring the varieties of emerging media in the ever-changing marketplace. Bill Gates, Founder of Microsoft Corporation, expressed his enthusiasm in the evolving digital landscape by stating, “Never before in history has innovation offered promise of so much to so many in so short a time.” In fact, Gates comments on the historical perspective of how digital media changed the landscape of marketing communications appear to be a great place to begin. George and Michael Belch provide a great overview of some reasons why companies are migrating away from the traditional full-service ad agencies to a more integrated, marketing communications program that focuses on building long-term relationships and results (http://www.mhhe.com/business/marketing/belch5e/information/olc/overview.mhtml).
To start, years of radio and television commercials combined with Billboard advertisements, newspaper and magazine ads has flooded the media with clutter and unwanted ads. In fact, consumers are finding it extremely difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Today, consumers are less likely to respond to traditional forms of advertising. The changes in consumer media preferences are being driven by advances in technology and developments that have led to the rapid growth of communications through interactive media, particularly the Internet (http://www.mhhe.com/business/marketing/belch5e/information/olc/overview.mhtml). Again, as Joe Mandese states, “People no longer consume media from designated channels. They create their own channels and pathways of media consumption, drawing from whatever content or platform suits their immediate needs.”
For the readers of my first ever blog, this issue raises a great question in reference to preferences. Specifically, what sorts of emerging media are you exposed to and how do you feel about it? Also, please take time to respond to my polling question presented on the bottom right of your screen. Personally, I have always been attracted to BlueTooth technology, especially with the technology available in today’s modern wireless mobile phone industry. Modern cell phones (MOTORAZR®) host a variety of Bluetooth options in addition to the normal functions including text messaging and great calling plans. For those who really choose to stay in touch on the go, Motorola offers Smartphones Windows Mobile® which include products like Motorola’s MOTO Q™ or BlackBerry® provide users with a variety of options from email, Instant Messenger and Trackball navigation Features (U.S. Cellular 2008 Product Catalog www.uscellular.com).
Based on the responses from most classmates during our first week of discussions, most agree that Web Sites truly serve as the most efficient marketing communications tool for IMC practitioners. In many ways, I can see how Web Sites essentially serve as a major hub for placing a wide variety of new media including banner ads, RSS feeds, Podcasting from a primary server, BlueTooth ads using a primary server and social networking. Regardless of the method, interactivity and a desire by the target market must be present in order for the promotional efforts to be successful. A deeper investigation into audience profiles for cell phone and podcasting users can be found on Quantcast.com. For instance, males between the ages of 18-34 with incomes of less than $30k per year appear to be the heaviest users of podcasting based on the results shared by http://www.quantcast.com/podcast.com.
As you can quickly decipher, New Media vehicles offer an array of audience user profiles and information. IMC practitioners can use this information to communicate and build long-term relationships with precise accuracy using web-based technology. Once more, it becomes your turn as the reader to provide feedback and comments to this growing platform of information exchange. Again, thanks for taking the time to read and respond to a very interesting, exciting trend that’s enhancing IMC practices across the globe.
~ Dan
To start, years of radio and television commercials combined with Billboard advertisements, newspaper and magazine ads has flooded the media with clutter and unwanted ads. In fact, consumers are finding it extremely difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Today, consumers are less likely to respond to traditional forms of advertising. The changes in consumer media preferences are being driven by advances in technology and developments that have led to the rapid growth of communications through interactive media, particularly the Internet (http://www.mhhe.com/business/marketing/belch5e/information/olc/overview.mhtml). Again, as Joe Mandese states, “People no longer consume media from designated channels. They create their own channels and pathways of media consumption, drawing from whatever content or platform suits their immediate needs.”
For the readers of my first ever blog, this issue raises a great question in reference to preferences. Specifically, what sorts of emerging media are you exposed to and how do you feel about it? Also, please take time to respond to my polling question presented on the bottom right of your screen. Personally, I have always been attracted to BlueTooth technology, especially with the technology available in today’s modern wireless mobile phone industry. Modern cell phones (MOTORAZR®) host a variety of Bluetooth options in addition to the normal functions including text messaging and great calling plans. For those who really choose to stay in touch on the go, Motorola offers Smartphones Windows Mobile® which include products like Motorola’s MOTO Q™ or BlackBerry® provide users with a variety of options from email, Instant Messenger and Trackball navigation Features (U.S. Cellular 2008 Product Catalog www.uscellular.com).
Based on the responses from most classmates during our first week of discussions, most agree that Web Sites truly serve as the most efficient marketing communications tool for IMC practitioners. In many ways, I can see how Web Sites essentially serve as a major hub for placing a wide variety of new media including banner ads, RSS feeds, Podcasting from a primary server, BlueTooth ads using a primary server and social networking. Regardless of the method, interactivity and a desire by the target market must be present in order for the promotional efforts to be successful. A deeper investigation into audience profiles for cell phone and podcasting users can be found on Quantcast.com. For instance, males between the ages of 18-34 with incomes of less than $30k per year appear to be the heaviest users of podcasting based on the results shared by http://www.quantcast.com/podcast.com.
As you can quickly decipher, New Media vehicles offer an array of audience user profiles and information. IMC practitioners can use this information to communicate and build long-term relationships with precise accuracy using web-based technology. Once more, it becomes your turn as the reader to provide feedback and comments to this growing platform of information exchange. Again, thanks for taking the time to read and respond to a very interesting, exciting trend that’s enhancing IMC practices across the globe.
~ Dan
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