marcom in a 21st century web world
TRANSCRIPT
MARCOM IN A 21ST CENTURY WEB WORLD
Frank E. Parcells, Ph. D., Professor of Communication @ Austin Peay State University Department of CommunicationContact Dr. Parcells @ [email protected].
MarketingCOMMUNICATIONS
Marcom Sees Biz Websites as
a Hub
MARKETING COMMUNICATION CAMPAIGNS HAPPEN FROM ONLINE TO OFFLINE
BIZ SITES ARE A HUB FOR ALL MARCOM
Website Design in a Web 3.0 World
USING THE ADOBE
CREATIVE SUITE SS
The Adobe Creative Web Design suite makes site design appropriate for modern marketing communication professionals
and employs current HTML and CSS in the WYSIWIG Dreamweaver, and offers Fireworks and Photoshop for images.
Building a Website Today is a Part of a Total Strategic Marcom Development Process
When planning any website you must first identify your client as target audiences and niche markets, review your competitors, and establish an appropriate timeframe and budget for site building and launch.
Investigate the ways to best enable your company logo and slogans within the website.
Explore your site map options and develop a mockup layout for the site by considering branding, a grid, and the actual building with HTML and CSS.
What specialty features do you need?
WEB DESIGN: STEP-BY-STEP PLANNING TO LAUNCH
As the site nears completion, explore social media integration as traffic builders, mobile site loading for smaller windows and touch-screen options, and implementing SEO into all aspects of your website and site promotion.
Test your site with representatives of your target audience and niche marketplace to be absolutely sure you've got it all operating correctly for reach.
THE WEBSITE DESIGN NITTY
GRITTY IN 2015
Business Websites are The Hub for ALL Marketing Communication Efforts Online & Offline in 2015
21ST CENTURY: FROM ONLINE TO OFFLINE MAREKTING COMMUNICATIONS
One of the greatest opportunities and yet toughest challenges facing organizations is successfully leveraging the power of offline advertising to complement their online promotional strategy.
Multi-channel content marketing helps to build and extend an awareness of any brand value while boosting the effectiveness of online campaigns thru consistent messaging, prospect reach becoming conversions.
ONLINE & OFFLINE SITE PROMOTION
MARKETING COMMUNICATION SITE PROMOTION
(1) Responsive design recognizing the need for sites to load for the smaller screens in mobile devices like smartphones and tablets as well as the capacity of handling today's touch screen technology.
(2) The recognition that the social media are the primary traffic drivers to websites today so close attention to the engagement of social channel users is imperative.
(3) The absolute need for excellent use of Search Engine Optimization (SEO) for all websites and social media.
THREE MAJOR POINTS OF EMPHASIS FOR 21ST CENTURY WEB DESIGN AND MARKETING COMMUNICATION
BE SURE YOUR SITE LOADS WELL IN ALL THE POPULAR BROWSERS AND WIN & MAC OPERATING SYSTEMS
It's very important to check how your website loads in all of the popular browsers today as well as both Windows 7.1 and Mac OS X (10.10.3).
Be certain that your visitors see the site the way you want it viewed.
SEARCH ENGINE OPTIMIZINGFOR WEBSITES & SOCIAL MEDIA
KEEP ALL SEO UP-TO-DATE
CONSISTENTLY
PREPARING YOUR SOCIAL MEDIA PRESENCE AS A TRAFFIC DRIVER TO WEBSITE Blogs and social networks
and multimedia channels (including video, photo, and slide shows) are the very best way available today to drive traffic to websites.
be engaging with social media followers and prospects
share product and service info with social media followers
reward social media loyalists
keep your social media channel content up-to-date
address a variety of topics which lead prospects to your website
SUBMITTING WEBSITE TO THE APPROPRIATE SEARCH ENGINES: YOU HAVE MANY CHOICES
http://SubmitStart.com OR http://www.freewebsubmission.com/ OR http://www.rankontoponline.com/SearchEngineSubmission/
GREAT SITE DESIGN LEADS TO SUCCESS
IN MARCOM PROMOTION
Great web design accompanied by solid SEO and targeting the appropriate niche market
enables you to plan and create great marketing communication strategies and
tactics to successfully promote your business both on and off line.
CONDUCTING A SITE AUDIT
Start by doing a search for your site using the major search engines (Google, Yahoo, and Bing).
Review your website landing page for site description, keywords & phrases, and site title.
Search your website for the brand and branded terms.
Do a mobile search for your mobile site using the major search engines from your smartphone or tablet.
Check all of the coding on your site for optimum use of keywords & phrases, site descriptions, page titles, clean URLs, unique page content, image description tags, and solid web copy primed for scanning.