June 17, 2008
Measuring marketing engagement is not an exact science as Simon van Wyk finds out.
It all used to be so easy. In the early days of web analytics everything was focused on impressions, click-throughs, and conversion rates.
However, with an increased marketing spend online comes increased expectations of measurement and tracking. Marketers are looking for different ways to measure the success of their digital marketing spend.
Of course any campaign, whether on or offline should be measured by whether it meets its objectives. And those objectives are trending towards engagement.
After all, when people are truly engaged with your brand, it's highly likely they will be loyal customers too. And to get them highly engaged, you need to create valuable content and tools that your customers need or want to interact with, when they want to interact with it, 24x7. Of course this means channelling marketing budgets into valuable content development and not short media bursts of activity.
Continue reading the story.
Posted By Victoria Kerr @ 9:51 AM Permalink / Comments (0) / Trackbacks (0)
Technorati Tags: marketing | engagement | measurement |
February 11, 2008
Web design is more than just creating a good looking site. Websites need to fulfil strategic objectives at the same time as meet the needs of users. In this HotHouse podcast, Simon van Wyk and Piero Colli, User Experience Manager at HotHouse, discuss how user experience design is used to map the core value proposition of the business to meeting customer needs.
Listen to the user experience podcast.
Posted By Victoria Kerr @ 12:18 PM Permalink / Comments (0) / Trackbacks (0)
Technorati Tags: user+experience |
February 11, 2008
Simon van Wyk discusses how user experience is so much more than usability.
As global brands try to work out how to make their brands relevant in the social media age, user experience begins to take on a far more strategic bearing.
Indeed, according to the second Annual Online Customer Engagement Report by E-consultancy and cScape, ninety percent of companies are paying more attention to online customer engagement than ever before, with three-quarters of organisations (77%) saying that its importance has increased in the last 12 months.
So with customer engagement key, marketers are learning fast that good user experience is the backbone to online customer engagement. And that user experience is far broader than just usability.
Hygiene factor
Certainly usability is important, and websites do need to be easy to use. Clearly you can't have a good user experience without good usability. But it's just a small part of the whole user experience. HotHouse's User Experience Manager, Piero Colli, likes to describe usability as the site's hygiene factor - something that's important, but simply the minimum standard required.
Read the full story on user experience.
Posted By Victoria Kerr @ 12:07 PM Permalink / Comments (0) / Trackbacks (0)
Technorati Tags: user | + | experience |
