CU-BSC.TTM-SEM-IV-Digital Marketing-Second Draft

From a consumer perspective, businesses would be ready to share insights and changes that impact their customers proactively and in real-time, like store closures, product shortages and more. Local governments could map all of a city’s infrastructure and the way it works together, planning for optimal traffic flow, emergency routes, and the way changes within the environmental landscape could affect nearby roads, buildings, and pedestrian routes. IDC predicts that by 2030, 30% of the world’s largest companies will use data from digital twins to enhance innovation, success rates and productivity, achieving gains of up to 25%. “The transition to digital is undeniable and accelerating, disrupting both government and business models. These new models redefine the way organizations create, deliver and capture value. They’re challenging the way CIOs operate, bringing new mindsets and new practices thereto,” Harris said at the conference. Mike Harris, executive vice chairman and global head of research at Gartner, explained that organizations got to be more adaptive to vary which enterprise leaders got to bring new practices, develop new capabilities and make new ways to achieve the digital world and workplace. This, during a nutshell, is Continuous NEXT. “The transition to digital is undeniable and accelerating, disrupting both government and business models. These new models redefine the way organizations create, deliver and capture value. They’re challenging the way CIOs operate, bringing new mindsets and new practices thereto,” Harris said at the conference. There are five elements that make up the continuous NEXT approach:  Privacy  Augmented Intelligence  Culture  Product Management  Digital Twins In terms of running and managing a digital workplace, all five play a big role, however, two are particularly important: Culture - Culture, consistent with 46 percent of CIOs surveyed by Gartner, is that the largest barrier to realizing the promise of digital business. Leaders got to shift decision-making authority so others can take action. CIOs should let the person with the “great idea” become the CEO of their idea. Too Much Collaboration - for several companies the digital workplace has become synonymous with digital workplace tools through the digital desktop, said Brad Killinger, CEO of Sapience Analytics. The thinking here is that the more digital tools you've got to support collaboration, the more productive the workplace are going to be. In fact, research 201 CU IDOL SELF LEARNING MATERIAL (SLM)

has found that there's such a thing as an excessive amount of collaboration because it is often distracting and counter-productive to workplace effectiveness. “In the digital collaboration tool space, there are now many offerings — Slack, Facebook Workplace — and yet work hours are becoming longer and productivity is dropping,” he said. “Therefore, improved digital collaboration shouldn't be related to improved workplace productivity or improved digital experience (employee experience). The goal of a digital workplace is to place in situ the means to support — measure — and optimize effectiveness, productivity and employee engagement.” Often executives make decisions to bring collaboration tools into the workplace without first having an understanding of what factors are really impacting work and therefore the digital experience. Collaboration tools are seen because the great panacea — a digital Band-Aid to pump up productivity. 11.2 SPACE MANAGEMENT Within the finite boundaries of their stores, retailers seek to extend sales, offer wider variety, reduce inventories and associated carrying costs, and reduce incidences of stock outs. Space management’s goal is to realize the simplest trade-off between these conflicting objectives. It’s a posh, yet crucially important task. Space, after all, is that the most precious physical asset that brick-and-mortar retailers possess. How they utilize it greatly impacts their success. Space management addresses the management of three functional areas — assortment, merchandising and inventory. From a category perspective, we'd like answers to the subsequent questions: Where to locate category in store? Adjacent to what other categories? How much space is to tend to the category? Which items to stock? How much space is to tend to every brand, each SKU? Where will the products be placed on the shelf? Chapter Sales and Distribution addressed the question: Which items to stock? As mentioned therein chapter, what the retailer chooses to stock may be a function of several size factors — size of the shop, size and importance of the category, size and importance of the brand and size of item. The chapter covers a good range of metrics which will help marketers decide what percentage items to stock and which items to stock. 202 CU IDOL SELF LEARNING MATERIAL (SLM)

Specialized software packages like Spaceman, JDA Intactix and SAs’ Retail Space Management help category management teams plan the shelf layout during a manner that optimizes the quantity of space given to every item, and therefore the placement of the things on the shelf. These packages use visual diagrams called planograms that depict the things in their correct proportions on the shelves. The planograms basically depict the amount of facing (i.e. the amount of units of a product that are visible at the front of a store shelf) of an item on shelf. Planograms use color codes to portray different characteristics about the things, like name, segment, or as an example stock level. Forinstance, the planogram in Exhibit uses color codes to portray items that are extremely understocked, understocked, overstocked and much overstocked. Based on various indicators, Planogrammers adjust facings in order that stock levels are in line with sales rate and move products around and block them during a manner that's aligned with how people shop the category. Consumer decision trees which essentially identify and prioritize the choices a client makes while shopping, provide an honest basis for merchandising. Exhibit - A planogram using color codes to highlight items on the basis of their inventory levels. To optimize forward stock, shelf space is usually allotted in proportion to demand (i.e. share of space is approximately adequate to share of sales). However merchandising considerations also inherit play. So as to take care of wider range of products and accommodate small 203 CU IDOL SELF LEARNING MATERIAL (SLM)

brands, the large brands tend to urge but their sales share of space. Retailers also make adjustments supported segment and brand strategies. Product placement also has a crucial pertaining to the performance of a product. When shoppers face a gondola (i.e. the freestanding fixture of shelves wont to display merchandise), their sight covers about 12 feet, and that they tend to seem firstly at products placed at eye level, then to their left and right, and lastly from top to bottom. In sight of this, major brands, or brands that the retailer wishes to prioritize, are kept at eye level. As mentioned earlier, space management’s goal is to realize the simplest trade-off between many conflicting objectives. If well executed, the proposed planogram would be better aligned with shopper needs, lift sales, reduce inventory holding costs and dealing capital, and minimize the incidence of stockouts. On the entire it might make shopping at the chains stores a way improved experience. Although the retail industry is transforming as technology continues to shape the buyer landscape, the first goals of a sound retail strategy haven't changed: Deliver value within the supply chain and make a singular customer experience. The rebirth of retail stores — after years of digital disruption and economic challenges — is feasible if retailers can successfully contend for his or her consumers’ attention, and reciprocally, earn their business. A method to try to this is often to style a digital and physical retail environment that captures the overtaxed attention of consumers today. 11.3 MERCANTILE ESTABLISHMENT LAYOUT A mercantile establishment layout (whether physical or digital) is that the strategic use of space to influence the customer experience. How customers interact together with your merchandise affects their purchase behavior. This retail principle is one among the various from Paco Underhill, author of Why We Buy: The Science of Shopping, keynote speaker, and founding father of Envirosell. The interior mercantile establishment layout has two important components: Store Design: the utilization of strategic floor plans and space management, including furniture, displays, fixtures, lighting, and signage. Website designers and user experience (UX) researchers use space management techniques and web design principles to optimize e- commerce websites. We’ll further discuss a spread of popular retail floor plans later during this article. Customer Flow: this is often the pattern of behavior and way that a customer navigates through a store. Understanding customer flow and therefore the common patterns that emerge when customers interact with merchandise supported the shop layout is critical to retail management strategy. Physical retailers are ready to track this using analytics software and data from in-store video and therefore the wifi signal from smartphones. Forinstance, solution providers like Retail Next provide shopper analytics software for retailers to know flow and 204 CU IDOL SELF LEARNING MATERIAL (SLM)

optimize the customer experience supported in-store video recordings. The technology also exists to trace the digital customer flow and online shopping behavior. Using “cookies” and other software, online retailers can track customer behavior, including how customers interact with their website. The objective of mercantile establishment design is to positively impact customer experience and make value, which is that the primary goal of shops within the supply chain. That’s tons to think about, but layouts are an excellent place to start out. Store layouts are the inspiration which will guide the experience of your retail space. There are many store layouts to consider. Here are 10 to get you started:  Grid  Herringbone  Loop, or racetrack  Free flow  Boutique  Straight, or spine  Diagonal  Angular  Geometric  Multiple, or mixed Space management software may be a technology solution that organizations can use to trace and manage their land assets and everyone aspects of their physical space inventory. At a high level, the management of your space inventory includes tracking and maintaining your space allocation and occupancy information—identifying who sits where, understanding what proportion sorts of space your organization has, how it's categorized, how it’s getting used , and projecting and forecasting what proportion land you'll need within the future. It enables secure access to space data within the cloud also as analysis via on-the-fly reporting and data visualizations which will provide actionable insights into the way to better manage your organizational space. 11.4 DATA DRIVES DESIGN To know your customer is to understand your retail business. The correlation between a retailer's profitability and therefore the customer experience is closer than ever in retail history. For physical retail stores, this experience is connected to the customer’s surroundings — how they navigate the store’s environment, and therefore the flow of attention they spend on your merchandise and messaging. 205 CU IDOL SELF LEARNING MATERIAL (SLM)

The digital, online retail experience follows an identical principle. The planning of an internet site or mobile application, and therefore the user experiences the layout creates, is critical to making value for a customer and reciprocally, features a positive impact on the retailer’s profitability. For Rodriguez, data emphasizes the importance of design within the overall customer experience and may be a core a part of any successful retail design playbook. “Data is important to making a memorable and effective experience,” she says. “For online experiences, there must be a mixture of testing and best practices.” According to Rodriguez, at Microsoft the info collected from customers interacting with digital screens might include the following:  Tracking time spent in experience  Hot spots (how the customer interacts with the device’s screen)  Click Through Rates (CTRs)  Impact to sales (ROI)  Analysis of other sales/promos during that time to influence Rodriguez further explains that when data is collected and analyzed and an update is required, it should happen quickly. If the tests are successful, the formula should be documented and repeated. Using data to style and plan physical or digital retail layouts with the general experience in mind creates value for patrons. “Retailers shouldn't make assumptions about their clientele or only make decisions supported their personal experiences, wants, and needs,” says Rodriguez. She adds a reminder to retailers about the importance of aligning the specified experience of the target customer with retail management and therefore the overall retail strategy. She recommends looking to plug research and customer data to form the foremost impact, remembering that executive leadership, for instance, may have a store design strategy that data shows isn't aligned with the target customer experience. “People want their experience to be individualized. [Customers] became fickle and sometimes are annoyed by an overabundance of help, albeit they have it,” she adds. “Algorithms and data are scary to most consumers, but once they realize how it can help to filter and tailor their experience to precisely what they have and need , even before they know they have or want it, the retailer then becomes priceless.” 11.5 THE MULTI-CHANNEL MINDSET Connecting the customer experience with a mobile friendly retail strategy is vital, as people are increasingly hooked into their mobile devices and interacting with the digital world throughout the day. Retail customers use their mobile devices to remain connected 206 CU IDOL SELF LEARNING MATERIAL (SLM)

throughout their shopping experience. This might include checking prices and inventory availability or using their device to seek out physical store location and hours. “As a mobile-first world, we sometimes must forgo the shiny experiences and supply a user with a friendly, value proposition-focused customer journey with fewer clicks to urge consumers where they have to be,” says Rodriguez. A part of a sound mobile-first retail design strategy, when considering your ecommerce site or mobile application, is simplicity. Mobile design strategy means impacting the customer experience by making shopping easier. “From a web perspective, the customer journey should be straightforward, user friendly, and need as few clicks as possible to urge the customer where they need to travel,” says Rodriguez. “Many consumers persist with what they know until they see the worth. Often, this is often thanks to habit or lack of energy to make a replacement account, enter information, etc.” Rodriguez believes that the more a retailer does to simplify purchasing, the more value they increase the customer experience. She uses Amazon’s strategy for linking new services and products supported the customer’s purchasing habits as an example of the “ease of purchase” experience retailers should strive for. “Amazon Go and Amazon.com provide simple shopping at your fingertips without the hardship of handling, well, anyone,” says Rodriguez. “This footprint may be a great example of the way to bring a digital experience into a brick-and-mortar reality. While they still test, their key to success is measuring, monitoring, and reacting quickly to individual consumer needs.” Mobile applications provide a chance for retailers looking to form purchasing simple and straightforward, whether the customer chooses the brick-and-mortar or digital shopper journey. “Stores with robust mobile apps can add on everything from triggering a mobile push alert when [the customer’s] within a particular distance from a store location,” says Rodriguez. This alert might notify customers of an in-store event or send a selected deal on seasonal merchandise supported the geo-location of the customer. “Retailers willing to push the limits of their applications (and spend development dollars) can also use apps to track [in-store] customers and remind [them] of sales or products currently in their cart, request service on the floor with their mobile device, or forgo any interaction with sales reps by ordering everything on their device via scanning barcodes or shopping available stock to have it ready for them at the register,” she adds. Video Is a Game Changer Using video to reinforce the digital experience and make customer interaction may be a game changer. “Video is vital,” says Rodriguez. “Studies show that video on home or product pages have conversion rates between 80-100 percent.” Rodriguez recommends using video in “short, snackable bites.” additionally to online advertising and store branding opportunities 207 CU IDOL SELF LEARNING MATERIAL (SLM)

on social media platforms like Facebook and Snapchat, the reduced cost of digital displays and user-friendly digital video tools provides retailers with creative, affordable ways to style their stores to leverage video. A few samples of leveraging interactive display screen include the following: Touchscreens: Customers spend an increasing amount of their day interacting with their mobile devices and retailers can leverage this habitual behavior. “Consumers will attempt to interact with any sort of sort of habit,” says Rodriguez. “This is a chance to quickly educate consumers, update content remotely, compare products, and share ratings, reviews, or tech specs.” Rodriguez claims most retailers and businesses using touchscreen presentations or video displays aren't taking full advantage of their power. “Most are basically PowerPoint [presentations], or the screens aren’t cared for, or they're turned off, or broken.” She cautions that “customers are too smart and tech savvy” and using this technology within the wrong way can quickly turn a positive effort into a negative customer experience. Streaming Content: Rodriguez highlights a singular in-store content marketing trend for retailers to interact customers. Combining store design and digital technology, retail stores can use strategically placed screens to attach customers to their overall brand message or targeted marketing campaigns. “[...] the web journey should be done first (or in tandem with) the [digital] campaigns and store footprint,” says Rodriguez. “[Digital] experiences are often seen as separate, but the goal should be to make a seamless experience whether the customer is on their desktop reception, their mobile, or physically within the store.” Sensor Technology Specialized sensors provide data and interactive customer experiences using video and internet of things (IoT) technology. Sensors benefit retailer and customer, because the data gathered from their use provides insight into customer flow and buying behavior. Rodriguez highlights Disney’s use of wristbands to supply visitors with a customized experience. The device can unlock the bedroom door and alter imagery on digital screens to match the visitor’s experience of choice. “This isn’t a tangible thing, but provides a way of belonging, delight, and memories which will build and keep fans returning for more for generations to return,” she says. The subsequent are samples of differing types of sensor technology that are relevant to mercantile establishment design: Heat Maps: A heat map may be a visual representation of knowledge. In retail, this data displays how customers interact with merchandise and navigate the retail environment in physical stores using video surveillance to map movement. Heat map technology provides data for online retailers also, plotting data, and visualizing how a customer navigates and interacts with an internet site using their mouse for instance. Phidget: Phidget are sensors, often utilized in robotics, that manage different environmental elements. There are many uses for phidget technology, consistent with Rodriguez. “These are basically sensors that are available a good array of options like distance, heat/cold sensing, 208 CU IDOL SELF LEARNING MATERIAL (SLM)

and seismic,” she says. “There are fun ways these can create interactive experiences, triggering an occasion when the merchandise is handled and even changing content on the screens when an individual approaches the display.” Radio Frequency Identification (RFID) Sensors: consistent with Rodriguez, RFID technology is becoming more popular as retailers experiment with more uses for the sensors including inventory management. “With [RFID] gates installed; supply chain management becomes easier. A retailer can use the tags to sense when a product has moved from the rear room to the ground, activate an experience on a screen once a product is picked up or moved, and may take the place of the old barcode system,” she says. 11.6 LAYOUT STRATEGIES - IMPACT ON CUSTOMER EXPERIENCE Moving merchandise from the top of the availability chain to the customer may be a retailer's primary function. Successful retailers do so by creating value and delivering a differentiated customer experience. How customers experience your merchandise is decided by how your store is meant to guide them to interact with it. A retail management strategy that successfully leverages store design to drive customer flow and make unique experiences may be a big a part of your overall retail brand. It’s a proven method for producing the type useful that keeps retailers competitive and profitable. Visual Merchandising Strategy Visual merchandising may be a core retail strategy. It’s the “language of the shop,” writes Ebster — the way retailers communicate with the customer through visual imagery and therefore the presentation of merchandise. Part art and part science, visual merchandising involves everything that helps create a singular customer experience. The well-lit entryway, the strategically placed furniture, fixtures, and promotional displays combine with the shop layout to influence customer behavior and make the customer’s journey efficient, unique, and memorable. We are noticing a address lifestyle- and experience-driven retail experiences,” says Walzer. “Stores are integrating materials from home or outdoors to make a cushty, beautiful shopping space that results in longer dwell time in stores.” She describes a visible merchandising strategy that luxury brand retailers use to market health and wonder by placing living plants inside their stores. Visual merchandising brings together the general environment of the mercantile establishment.It’s a strategic element in retail management that distinguishes a retailer from the competition. The sort of merchandise offered may be a crucial consideration within the how the retailer influences uses visual merchandising elements to focus on customers. As Malcolm Gladwell writes in his feature, “The Science of Shopping,” “the clothes need to match the environment.” 209 CU IDOL SELF LEARNING MATERIAL (SLM)

Walzer recommends that retailers deciding the way to plan for visual merchandising elements that employment for his or her concept consider their customer flow during a way that guides the customer through “the path to get.” “Aesop is killing it immediately,” says Walzer, when asked about retailers that highlight the importance of store design. “Their stores are beautiful, and everyone is different and contextual while still keeping in step with their brand. They consider materials and even acoustics to make a private environment. Each shop is individual and takes the environment and city under consideration when building a replacement store. It’s the proper approach to form a memorable shopping experience and delights customers with its idiosyncratic design- led principles.” The visual merchandising techniques that a retailer chooses can alter the customer’s perception of the retailer’s value. Ebster recommends watching visual merchandising from the customer’s perspective. For more retail merchandising tips and best practices from experts and researchers, inspect “The Art and Science of Retail Merchandising.” Zone Merchandising Strategy Customers also answer where products are placed. A zone merchandising strategy combines visual merchandising together with your store layout design to spotlight high-margin merchandise or merchandise you would like featured. Creating zones using walls, merchandise displays, and signage develops semi-separate areas. Merchandise displays are found out as speed bumps to stay the customer within the zone and slow them from leaving the world. “Stores got to be thoughtful in their layout, and have clear zones so navigation is straightforward. Not everyone likes to ask sales assistants for directions,” says Walzer. She recommends creating “Instagram able” moments in-store. “Make it fun and straightforward for people to share their stories on social media,” she says. This includes using hashtags in messaging, or on merchandise displays, creating “set-designing” zones, and favoring natural light with “unique designs that bring cool backdrops or host events.” Lighting Strategy Proper lighting is quite just ensuring the customer can see and interact with the merchandise. When done well, light can help structure and influence the customer’s mood while shopping. Store planners and designers use lighting solutions to spotlight or downplay specific areas of the shop to attract customers and make an environment that works in sync with the retail brand and therefore the merchandise offered. Lighting specialists provide expertise within the appropriate sorts of lighting for specific store layouts, supported natural light exposure, and may recommend solutions that suit budgets and environmentally conscious business models. Signage Strategy 210 CU IDOL SELF LEARNING MATERIAL (SLM)

Signs serve multiple purposes for retailers. They’re the graphic representation of the retailer's brand and merchandise. Signs provide product information for specific merchandise, help customers navigate the shop layout efficiently, and make the specified price perception. Retailers should keep signs fresh and updated supported the merchandise offered, the season, or specific promotions. Keep in-store signs and messaging according to the brand voice and use standard fonts and colors that are easy to spot and skim together with your lighting. “From a strictly visual perspective, it’s key to possess clear readable signage from the surface that leads customers within the store. From there, plan the customer journey from [a] high level,” says Walzer. She recommends using signage that encourages overall shopping (for example, placing old and iconic imagery - specifically for tech stores - towards the front of the store). When the customer arrives at specific merchandise, or the “buy level,” use signage that builds the buy messaging. Display Strategy The word “display” comes from the French word “deployer”, which suggests “to unfold.” far away from being exclusive to clothing, however, promotional displays help “unfold” the merchandise you offer to the customer. Alongside your store layout design, displays set the stage for your customer’s overall experience when navigating the shop. Generally, displays are available all shapes and sizes, and ask the movable units within the store that feature merchandise like tables, racks, or gondolas. Careful selection of the sort and placement of displays is crucial to the general retail strategy of using space management and store design to influence customer flow and in-store behavior. Also, treat displays as flexible, cost-effective investments and ask your product manufacturers and suppliers about providing low-cost options specific to their products and makes. Fixture Strategy If displays are the flexible, freestanding, and modular units wont to present merchandise, then fixtures ask the more permanent units within the store. Counters, wall mounted shelving units, support columns, and bench seating are samples of fixtures. The aim of fixtures is to coordinate your store layout and influence customer flow and interactions. In other words, they're designed to impact the customer flow and convey attention to merchandise during a consistent, familiar environment. In general, fixtures are less versatile than displays and in-store design layouts, but when planned carefully, they become a defining a part of a retail space. Walzer recommends minimal, clean, and uncluttered fixtures, and modular signage areas to market offers. Fixtures got to drive a premium look and feel. Materials that are “authentic and have some warmth to them” work best (real wood versus laminate, stone or marble versus coated plastic, glass versus acrylic). 211 CU IDOL SELF LEARNING MATERIAL (SLM)

“Fixtures should be made up of premium authentic materials that are durable and up level the experience,” says Walzer. “If the table is shoddy and falling apart, why would you like to shop for what's merchandised on it?” Window Strategy Windows welcome customers from the surface and draw them into the shop where layout design and therefore the various elements of visual merchandising attend work. The window display requires careful attention to lighting, size of display units, sort of merchandise featured, props (like mannequins), and signage. Because the customer has yet to enter the shop, a window display must combine all of the visual merchandising elements to successfully pique the customer’s interest and promote the retailer’s brand and personality. Communal Design Strategy Concentrate on the way to create community and engagement with store design. “What makes a consumer want to return and repeatedly spend time during a mercantile establishment within the digital age are going to be supported the sensation you get once you are shopping,” says Walzer. “Create a rapport with the customer, pull in elements from the community as a part of the planning inspiration. If there's an area artist or ceramist or musician, use those pieces within the stores.” Walzer mentions the Seattle-Tacoma International Airport showcasing Sub Pop artists and Pearl Jam artwork as an example. “[They] are currently doing an excellent job. It’s creating pride for residents and a way of joy for travelers, who also are customers that purchase Sub Pop gear at the shop.” Other Space Management Considerations As discussed, the visual presentation of merchandise and therefore the influence of store layout design is significant to retail strategy. There also are functional considerations involved within the overall store layout that impacts the customer experience. One example is to stay design functional with the general space. “It’s not such a lot about the space as how the space is meant,” says Walzer. “If it’s a crowded or awkward space, integrate open walkways, keep merchandising elegant. If it’s an outsized space, don’t let it look too cavernous. Create walkways to guide the acquisition journey with easy way finding.” The following is a list of additional space management factors to consider: Legal Requirements: Review the standards issued under the Americans with Disabilities Act (ADA) to know the legal requirements for retailers within the us. Forinstance, the ADA requires a minimum of three feet of aisle width for customer accessibility. Consult qualified professionals if you’re planning changes to your store layout design which will impact customer accessibility. Seating: Provide customers with comfortable seating to reinforce the general customer experience and slow customers down. Clothes shops with dressing rooms are the first 212 CU IDOL SELF LEARNING MATERIAL (SLM)

example of this strategy in use. Consistent with Ebster, an extended store visit increases the likelihood that customers make a sale. Checkout: The checkout area of a mercantile establishment is critical to quite cash handling and payment processing. This space accommodates all customers and a spread of interactions and is usually the last area to form an impact on customers. Counting on the shop layout, the checkout area provides additional visual merchandising opportunities. Retailers use this space to encourage impulse purchases of complementary merchandise while customers wait to pay. Back-of-the-House Operations: The mercantile establishment layout should factor for store operations and activity like shipping and receiving, inventory storage and retrieval, and therefore the employee’s overall workspace and break area. Storage options are essential to the general store layout design because it impacts what proportion merchandise you'll feature on the sales floor where customers navigate. Ebster recommends keeping the customer during a flow state and focused on shopping. Therefore, maintaining back-of-the-house operations concealed from customers may be a visual merchandising strategy. Retail Store Layout Design and Planning Resources Store layout planning and style may be a profession all its own. The planning knowledge and planning skills required to develop a completely new mercantile establishment, modify an existing plan, or maybe remodel a selected area of your store may be a daunting task for retailers focused on attracting customers and earning revenue. The great news is that a whole network of design professionals, store planners, project managers, architects, contractors, and more operate and serve within the largest private sector employment category of the U.S. economy. The subsequent resources are available to retailers looking to explore store layout design and planning: National Retail Federation (NRF): The NRF is that the world’s largest retail trade association. Operating within the U.S. and in 45 countries, their mission is “to advance the interests of the retail industry through advocacy, communications, and education.” Retail Design Blog: Architects, designers, visual merchandisers, retailers, brand managers, and fans submit pictures and projects about retail design. It includes store and exhibit design, fashion merchandising, visual merchandising content, and more. Store Design and Visual Merchandising: the web site design: retail covers retail trends, products, and projects, and publishes an aggregate list of products and services. Retail Design Institute: The Retail Design Institute is that the largest and oldest not-for- profit store planning and style organization. Founded in 1961, members include architects, graphic designers, lighting designers, interior designers, store planners, visual merchandisers, resource designers, brand strategists, educators, trade partners, trade media, and students of design. The web site publishes an inventory of design resources. 213 CU IDOL SELF LEARNING MATERIAL (SLM)

American Society of Interior Designers (ASID): ASID may be a multi-disciplinary professional organization for interior designers, students, and retail manufacturers and suppliers that satisfy the organization's acceptance standards for accreditation. Members receive access to services by industry experts in legal assistance, human resources, liability and social insurance, and more. NCIDQ Certified Interior Designer: NCIDQ Certification tests for industry design standards, and for public health, safety, and welfare. Quite 30,000 people are NCIDQ certified, a world standard for interior design professionals by The Council for Interior Design Qualification (CIDQ). VMSD (Visual Marketing and Store Design): The VMSD magazine and website provides retail professionals with “innovative retail design ideas, visual presentations, new products, merchandising strategies, and industry news and events.” VMSD hosts the annual International Retail Design Conference (IRDC) Pinterest: Explore store design concepts and concepts through photography and project images posted by a spread of sources. Retail Store Layout Software One application you'll use to make diagrams of store layouts is Google Drawing, a free software application available within the Chrome Web Store. For store planners, retail consultants, design professionals, or the aspiring DIY retailer, there's a marketplace for drawing and floor planning software to assist you create professional mercantile establishment layouts. The following list of solutions offers diagramming tools that permit you customize existing store layout templates and explore different design ideas. Drawing software provides libraries of design elements for architecture, furniture, fixtures, and plan specific symbols. Like most SaaS (software-as-a-service) solutions today, a number of the solutions listed below offer customer support and tutorials, cloud hosting features, and software integration together with your existing store management software and standard operating systems. 214 CU IDOL SELF LEARNING MATERIAL (SLM)

Fig-11.1 Travel and Tourism Dataflow diagram • Microsoft Visio • EDrawSoft plan Maker • Concept Draw PRO • Smart Draw • Floor Planner • Lucid chart plan Software Improve mercantile establishment Operations with Smart sheet for Retail. Empower your people to travel above and beyond with a versatile platform designed to match the requirements of your team — and adapt as those needs change. The Smart sheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be simpler and obtain more done. Report on key metrics and obtain real-time visibility into work because it happens with roll-up reports, dashboards, and automatic workflows built to stay your team connected and informed. When teams have clarity into the work getting done, there’s no telling what proportion more they will accomplish within the same amount of your time. Accessing information on Internet is completed mainly through the planet Wide Web, avast digital arena that has experienced constant expansion since it had been created in1991 by Tim Berners-Lee. The present volume of internet sites is around 850 million (July 2015). 215 CU IDOL SELF LEARNING MATERIAL (SLM)

When Internet started, the amount of internet sites was low enough to access all of them through their domain. As Internet expanded, it became clear that there's need to create a system that permits for Web searches and enables access. Until the top of the 20 Th century, classification systems with embeddedcategories, referred to as directories, offered good leads to an expanding communityof Web users. The foremost widely known directory was Yahoo, still accessible on thewebsite https://business.yahoo.com/. However, a more intuitive and straighterforward thanks to access the increasing volume ofsites and sites was needed. That was when browsers first appeared. A browser or program may be a computer-based system that indexes websitesusing some dedicated software. An enquiry engine offers an inventory of the results depending On the search terms and connectors employed by the user to access the specified content. This simple process is currently the foremost important pathway to access onlinecontent, while it becomes the marketing base for browsers: SEO and SEM.SEO stands for program optimization, and it refers to a group of techniquesapplied on a website—structure, code, content and links—to improve positioning inthe organic results of a concrete browser. SEM stands for program marketing, and this refers to a publicity system ofa browser offering users ads that are associated with their search terms. Unlike SEO, SEMoffers induced results (payment), albeit they're presented to the online surfer because thebest results of their search. Fig. -11.2 Travel and Tourism Templates on Websites. 216 11.7 SUMMARY CU IDOL SELF LEARNING MATERIAL (SLM)

 Digital Space Management is all about categorizing, cataloging, centralizing, contextualizing and indexing every single high value object during a space, so it are often explored, discovered, organized and orchestrated in new ways.  Digital Space Management are often leveraged by humans and machines to assist better navigate spaces, avoid unsafe situations, increase efficiency of workers, automate businesses and permit machines and humans to figure side by side.  Space management addresses the management of three functional areas — assortment, merchandising and inventory.  Space management software may be a technology solution that organizations can use to trace and manage their land assets and everyone aspects of their physical space inventory. 11.8 KEYWORDS  VMSD- Visual Marketing and Store Design  IRDC-International Retail Design Conference  CIDQ-The Council for Interior Design Qualification  ASID- American Society of Interior Designer  NRF- National Retail Federation 11.9 LEARNING ACTIVITY 1. Discuss on space management in retail strategy ___________________________________________________________________________ ___________________________________________________________________ 2. Discuss on travel agent as a Successful retailer in delivering a differentiated customer. ___________________________________________________________________________ ___________________________________________________________________ 11.10 UNIT END QUESTIONS A. Descriptive Questions 217 Short Questions 1. Define space management 2. What is data drive design? 3. What is multi- channel Mindset? 4. What is a layout strategy in space management? 5. Define Visual Merchandising strategy? CU IDOL SELF LEARNING MATERIAL (SLM)

Long Questions 1. Explain the need of space management in Web Marketing? 2. What is a retail store layout software? 3. Elucidate the retail layout design and planning resources? 4. Discuss on Visual merchandising strategy? 5. Explain the role of Multi-Channel Mindset? B.Multiple choice questions: 1. Accessing information on Internet is done mainly through the World Wide Web, a vast digital arena that has experienced constant expansion since it was created in__________ a. 1991 b. 1990 c. 1992 d. 1995 2. The most widely known directory was ___________ a. Gmail b. Hotmail c. Micro soft d. Yahoo 3. The current volume of websites is around 850 million by July__________ a. 2017 b. 2013 c. 2016 d. 2015 2. __________elevates information from a static representation of an area to a 3D digital twin that accurately represents the physical space a. Digital Space Orchestration b. Digital Space Management c. digital twins d. Digital marketing 3. NASA uses ___________ to duplicate systems in space for the aim of simulating and assessing conditions on board a spacecraft. a. Digital twins b. Digital Space Orchestration c. Digital marketing 218 CU IDOL SELF LEARNING MATERIAL (SLM)

d. Digital Space Management Answers 1-a, 2-d, 3-d, 4-a, 5- a 11.11 REFERENCES  https://mailchimp.com/introducing-stores-and-appointments/  https://medium.com/authority-magazine/digital-space-management-verizons-jeff- frantz-s-big-idea-that-may-change-the-world-in-the-next-de7709703d2c  https://www.verizon.com/about/news/everything-connected-can-it-work-together  https://www.cmswire.com/digital-workplace/why-defining-the-digital-space-is-the- first-step-in-digital-transformation/  https://www.ashokcharan.com/Marketing-Analytics/~cm-space-management.php 219 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT –12: SOCIAL MEDIA MARKETING STRUCTURE 12.0 Learning Objective 12.1 Introduction 12.2 Segmentation of social media platforms 12.3 Simple steps for SMM 12.4 Success factors for SMM 12.5 Benefits of SMM 12.6 Social media marketing strategy 12.7 Measuring social media metrics 12.8 SMM courses and training 12.9 Social media plan 12.10 Summary 12.11 Keywords 12.12 Learning activity 12.13 Unit end questions 12.14 References 12.0 LEARNING OBJECTIVES After studying this unit, the student will be able to  Familiarize with the various segments in social media platforms and its success factors  Be aware the steps and benefits of SMM  Learn the social media marketing strategy 12.1 INTRODUCTION Social media marketing is that the action of making content to market your business and products on various social media platforms like Facebook, Instagram, and Twitter. Your unique content should be tailored to the precise platform it’s being shared on to assist you boost conversions and increase brand awareness. Social media marketing is all about meeting your audience and customers where they're and as they socially interact with one another and your brand. While social media marketing as an entire is incredibly valuable and beneficial to your business growth (as you will see within the following section), your strategy will differ supported which social networks your audience spends their time on. 220 CU IDOL SELF LEARNING MATERIAL (SLM)

In 2020, 42% of individuals used social media channels for marketing research. With younger generations getting more and more connected to social media, the quantity of marketing research done on these platforms is probably going to grow. In fact, 16 to 24-year- olds already conduct more marketing research on social than on search engines. Throughout the past few years, social media channels have embraced their new role as marketing research channels, devoting certain areas or features of their platforms to showcasing brands and products. For example, Facebook Ads is taken into account an alternate to Google Ads, YouTube may be a go-to site for learning about new products (and the way to use them), Instagram offers Shoppable posts, and Reddit users regularly participate in discussion threads about products and makes. And let's not forget Pinterest, which continues to position itself as a tool for advertisers by improving its ad software. 12.2 SEGMENTATION OF SOCIAL MEDIA PLATFORMS Let's segment the strategy by platform. Facebook Users: 2.2 billion Audience: Generation X and millennials Industry impact: B2C Best for: Brand awareness; advertising Twitter Users: 335 billion Audience: Primarily millennials Industry impact: B2B and B2C Best for: Public relations; customer service Instagram Users: One billion Audience: Primarily millennials Industry impact: B2C Best for: Natural-looking media, behind-the-scenes, and user-generated content; advertising LinkedIn • Users: 645 million 221 CU IDOL SELF LEARNING MATERIAL (SLM)

• Audience: Baby boomers, Generation X, and millennials • Industry impact: B2B • Best for: B2B relationships, business development, and employment marketing YouTube Users: 1.9 billion Audience: Millennials, closely followed by Generation Z Industry impact: B2C Best for: Brand awareness; entertainment, and how-to videos Snapchat Users: 300 million Audience: Primarily Generation Z Industry impact: B2C Best for: Brand awareness; advertising Pinterest Users: 250 million Audience: Primarily older millennials and younger baby boomers Industry impact: B2C Best for: Visual advertising; inspiration 12.3 SIMPLE STEPS  Choose the social network where your buyer personas are, and always optimize and test your content  You may want to create a post around a new offer or simply word it to attract users to your page.  Do a ‘dry run’ - try out your offer or call to action as an ordinary post and see what style and wording attract the most likes, shares, and comments before putting money behind them. 222 CU IDOL SELF LEARNING MATERIAL (SLM)

 Start with a simple image or video posts and track how many clicks and follows you get, before moving into the more complex and expensive formats, like a multi-image carousel or canvas ads. 12.4SUCCESS FACTORS OF SOCIAL MEDIA MARKETING Cheap - cost per click can start at as little as 5 cents Effective - Facebook ads can have a click-through rate up to nine times higher than banner ads on other sites Easy - you can have a campaign up and running in a couple of clicks Community management – you need to be prepared to deal with comments and bear in mind that some users can find business messaging in social spaces annoying. So your content will need to be respectful of that difference 12.5 BENEFITS OF SOCIAL MEDIA MARKETING Benefits:  Allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and email based advertising.  Marketing on most social media platforms comes at little to no cost- making it accessible to virtually any size business.  Accommodates personalized and direct marketing that targets specific demographics and markets.  Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately.  Ideal environment for a company to conduct market research.  Can be used as a means of obtaining information about competitors and boost competitive advantage.  Social platforms can be used to promote brand events, deals, and news.  Platforms can also be used to offer incentives in the form of loyalty points and discounts. There are a spread of reasons why your company should use social media marketing. The subsequent are the list of the four most beneficial reasons to think about. 1. Increase Brand Awareness In 2018, there have been over 3.2 billion people on social media globally. thanks to the sheer amount of individuals on social media, you'll see why ensuring your business is sharing content associated with your products also as details about your company via a platform or two has the potential to assist you improve brand awareness. 223 CU IDOL SELF LEARNING MATERIAL (SLM)

In fact, social media has been proven to spice up brand awareness by driving up engagement. Social engagement includes things like comments, likes, shares, and re-posts. Social media also helps you increase brand awareness by directing traffic straight to your site. You’ll do that by including direct links to your website in your profile, bio, and posts. 2. Generate Leads and Boost Conversions Promoting and sharing your products on social media may be a simple thanks to improve lead generation, boost conversions, and increase sales because you’re advertising to people that have opted to interact with you by following your account. Here are some samples of ways you'll use social media to get more leads. Create contests for your visitors and followers to participate in on your social media profiles. Include links to your website and offers within the bio sections of your profiles. Host live videos to form announcements about products and supply updates or details about exciting news at your company. Implement a social media marketing campaign on one among your channels. Sell your products through your social profiles. Forinstance, you'll enable Facebook’s Shop Section or Instagram's Shopping feature on your profiles. These features allow your visitors and followers to click on products you’ve shared in posts to look at information like price, material, and size. Then, visitors can easily proceed to checkout through the platform and buy the merchandise directly from you. 3. Foster Relationships with Customers By connecting and interesting together with your social media followers, you’ll be ready to build lasting relationships between them and your business. You’ll do that by interacting with them on your posts, responding to their questions and comments, and providing them with any help they'll need. You can also ask your followers questions on your products, their pain points, or create giveaways to assist you build trust and show them what proportion you value their input and support. 4. Learn From Competitors Social media may be a good way to stay tabs on your competitors — whether that’s in regard to their social media tactics, the products they’re promoting, the campaigns they’re implementing, or their level of interaction with followers. Social media allows you to urge a glance at what's and isn’t working for your competition, and thus helps you opt what should or shouldn’t change in terms of your company’s approach. Lastly, reviewing the social accounts of your competitors can assist you confirm 224 CU IDOL SELF LEARNING MATERIAL (SLM)

you’re marketing stands out and is exclusive to your brand. Conducting a competitive analysis are going to be useful to get how you'll beat the competition. CASE STUDY: How Social Media Is Changing the Way We Travel (By the Numbers) Social media use has grown exponentially over the past decade and there is no doubt that it is having a huge impact. It has begun to influence almost all areas of our lives - in particular, how we travel. There is no doubt that Facebook is king, with over 2.38 billion monthly active users, making it the biggest social network worldwide. YouTube and WhatsApp follow closely with 1.9 billion and 1.5 billion monthly active users respectively. And with over one billion monthly users, Instagram alone has become the new ‘landing page’ for many businesses, not least those which depend on image-driven marketing such as hotels and resorts. Forever Vacation is a premium tour and entertainment company that focuses on fun, premium and unique tours around South East Asia. We currently have locations in Bali, Malaysia, Vietnam and Thailand and employ 43 team members which are comprised of management, marketing and our amazing tour guides. Research conducted by Facebook in 2019 showed that 67% of travelers use Instagram to find travel inspiration before booking a trip and once the trip is booked, they continue to use the platform to get themselves pumped for the upcoming adventure(2). Its encouraging people to explore new places they never even knew existed until they saw a photo pop up on their newsfeed! Now, we’re only a few clicks away from seeing an image on Instagram to purchasing a ticket to go there. The power of social media should not be overlooked, especially when used by influential people. In 2015, Justin Bieber filmed his music video for “I’ll Show You” at the Fjadrárgljúfur canyon in Iceland which was shared on all of his social media pages. After this, tourism to the once sleepy town doubled between 2017 and 2018. The small alpine town of Wanaka in New Zealand also benefited from embracing this new way of online marketing. Thanks to its ‘insta-worthy’ scenery, there was a 14% growth in tourism in 2018. Tourism chiefs attribute this to a social media campaign in which social media influencers were hosted in the town, generating a wave of Instagram related publicity(3). This suggests that consumers are now looking to social media for travel inspiration. Many even go as far as to recreate particular images or videos from their favorite Instagram pages. Forever Vacation, offers 50 different tours in Southeast Asia and tours that focus on capturing great photos make up about 73% of tour bookings. This shows that the motive for travel is now all about creating exciting images. 225 CU IDOL SELF LEARNING MATERIAL (SLM)

A majority of the guests bring 2-4 outfit options so they can take pictures throughout the day with different outfits, and 75% of our guests post pictures from their tour on Instagram within 3 days of their tour date. Again, this suggests that the most important thing to our customers is creating amazing images, specifically so they can share them on social media. 12.6 SOCIAL MEDIA MARKETING STRATEGY The following are the 5 steps on Social Media Marketing towards sustainable and positive impact on business 1. Research your buyer personas and audience 2. Determine which social platforms you’ll market on 3. Create unique and interesting content 4. Organize a schedule for your posts 5. Analyze your impact and results Let’s cover these steps in additional detail so you'll begin applying them to your business. 1. Research your buyer personas and audience. The first step to making a social media marketing strategy is to work out who your buyer personas and audience are so you'll target their needs and interests appropriately. To try to this, believe the people you’re trying to succeed in and why, and the way you'd classify them as a gaggle. Forinstance, if your company sells trendy leggings and joggers, you would possibly classify your audience as millennials who wish to wear stylish athletic apparel regularly — a method referred to as athleisure. By considering your buyer personas and audience, you’ll then be ready to determine what content will attract the sort followers and customers you hope to realize and the way you'll create engaging content to stay your followers interested. 2. Determine which social platforms you’ll market on. As a social media marketer, it’s crucial you identify which platforms you’re getting to share your content on. There’s not necessarily a right or wrong answer when it involves which social channels your business should use — it’s more about the requirements of your audience and where they have a tendency to spend their time. “It's important to be where your audience of potential customers is today, and where they could be tomorrow. It's better to be before the curve than behind.” — Andrew Delaney, Social Media Marketing Manager at HubSpot 226 CU IDOL SELF LEARNING MATERIAL (SLM)

For example, if you're going for that focus on audience of athleisure-loving millennials, you'll want to focus the bulk of your social media efforts on Instagram — this is often because millennials cover the most important portion of users on the platform. 3. Create unique and interesting content. With the billions of social media users round the globe, there’s no doubt that a minimum of a number of your followers — or the people browsing your profile — have also seen your competitor’s content or that of other businesses in your industry. That’s why you want to have engaging social media content that stands out and provides viewers with a reason to click that “Follow” button and interact together with your brand. To help you get creative, consider the content your competitors are sharing and the way you'll uniquely promote your products. Also, cash in of the features offered by the platform you’re using. Forinstance, you'll create live videos on Facebook to share the newest details a few product launch or conduct a giveaway. Lastly, use your current customers and promoters to assist you generate content. You’ll do that by re-posting their content or encouraging them to use a hashtag to share their own experiences and pictures together with your products. 4. Organize a schedule for your posts. One of the simplest ways to make sure your content is shared as planned is to use a social media management solution. These tools allow you to write down captions, prepare pictures and videos, and schedule posts beforehand. They also automatically share your content on schedule and monitor all post interactions and engagement for you. Social media management solutions prevent time and permit you to specialize in your other tasks. There are a number of solution options available — here are a few examples. 1) HubSpot HubSpot offers a social media tool — as part of the marketing software — to help you publish and monitor your content and create real connections with your followers. You can schedule and publish your content in advance and compare in-depth reports on your posts’ engagement to understand the performance of various platforms, types of content, and posting times. 2) Sprout Social Sprout Social is a social media marketing and management solution designed to help your team organize and plan content creation, manage campaigns, understand engagement, and review content reports and analysis. 3) Hoot suite 227 CU IDOL SELF LEARNING MATERIAL (SLM)

Hoot suite is a social media management platform for finding, scheduling, managing, and reporting on your content. You can schedule posts in advance on all of your channels at once and measure your ROI with comprehensive content analysis. How often should you post on social media? Now, you might be wondering how often you should post content on your social media channels. As a rule of thumb, you should only post on social when you have quality content to share. Meaning, there’s a reason you’re posting the content. This is how you’ll strike the right balance when it comes to your posting frequency. If you post too infrequently, you’re bound to be forgotten by your followers. If you post too frequently, you’ll likely become annoying to your followers. Both situations could potentially lead to a loss in followers and a decrease in engagement. To avoid this, there are plenty of studies and resources available explaining social media post frequency standards by industry and platform for you to follow. Every business is different, so find what works for your audience. Then, you can begin experimenting with more or fewer posts, as well as other factors such as the time of day you’re posting on social, to determine what provides the highest level of engagement. 5. Analyze your impact and results. One of the most important aspects of social media marketing is ensuring your efforts are successful in helping you meet your goals. To determine this, you’ll need to keep track of all of your posts, on every channel. You can do this by reviewing and managing your social media metrics. Social Media Metrics Social media metrics are data related to the success of your posts and your impact on your audience and customers on various platforms. These metrics may include data about your level of engagement, likes, follows, shares, and all other interactions on each platform. Here are 10 of the most important metrics for you to track: Engagement: This includes clicks, comments, likes, and replies on your social media posts. There also are platform-specific sorts of engagement like “Saved” posts on Instagram and “Pinned” posts on Pinterest. Reach: the number of individuals who have seen any content related to your page or profile is your reach. Followers: this is often the number of individuals you've got on your profile who have clicked your “Follow” button and see your content in their feeds regularly. 228 CU IDOL SELF LEARNING MATERIAL (SLM)

Impressions: this is often the number of times a post from your profile or page is seen, whether or not your audience members click thereon.This is often what happens when someone is scrolling through their newsfeed, but not clicking on anything. Video views: On Facebook, Snapchat, Instagram, or the other social channel with video capabilities, this is often the number of views each gets. Profile visits: the number of individuals who have opened your social media page is your number of profile visits. Mentions: this is often the number of times your profile has been mentioned by audience members in their posts. Tags: this is often when your audience adds the name of your company’s profile or your hashtag to a different post. Reposts: this is often when a member of your audience posts a bit of your content on their profile. Shares: These are the posts your followers and audience take from your profile and share with their network. You can influence all of those metrics, increase your social following, and improve overall engagement on your profile by using an equivalent tactics you'd to get leads and boost conversions. You’ll also interact together with your followers more frequently by lecture them, tagging them in content, responding to their questions, liking their posts, encouraging them to use your hashtags, and share your content (and you'll also repost user-generated content). 12.7 MEASURING SOCIAL MEDIA METRICS Assessing the actions taken on social media is significant to live success and check whether the goals set are accomplished. As there's an outsized sort of measurable items for social media, KPIs must be concretely described and adjusted to the goals so as to develop a successful Social Media Plan; otherwise, there's a risk of going into vanity metrics that don't measure real performance. A KPI can cross-check different metrics to live an objective. Forinstance, so as to understand whether popularity on Facebook has increased, one can use the number of hits or interactions with the brand during a particular period, compared to competitors or a previous period. Metrics usually revolve around the following factors: • Audience: community volume (e.g. Facebook fans, Twitter followers). This is one of the most basic metrics. Quantitatively, they can indicate the evolution of a community, but they do not offer qualitative data about it. 229 CU IDOL SELF LEARNING MATERIAL (SLM)

• Scope: this is related to the size of the community, although it really measures direct amplification. It can be measured on Facebook through the number of shares, on Twitter with retweets, etc. • Engagement: this is one of the most highly valued metrics; it measures the degree of engagement of the audience with the brand. It helps detect stakeholders and real fans. • Influence: this measures the repercussion that is generated in the audience, so that it can be seen as part of engagement. One of the most widely used KPIs to measure influence is the Klout Index. • Interaction: this is a complex metrics because it involves engagement and brand perception. On Facebook, for example, this is measured by PTAT (people talking about this), a metrics that counts the users that in some way have interacted with the brand. You can review social media metrics in a variety of ways, For example, you can use the analytics tools built into the various platforms you use. Here are a few examples:  Twitter Analytics  Facebook Analytics  Instagram Insights You might also prefer to use analytics and tracking tool like Google Analytics. This is often an excellent option if you would like to trace your social media and website metrics. Lastly, many social media scheduling solutions — as we reviewed earlier — have monitoring and tracking features automatically inbuilt. All of those metrics tracking tools will offer you a far better understanding of what your followers and audience respond well to and what you ought to consider modifying to enhance engagement. Now that we’ve reviewed the advantages of social media marketing and the way to create your strategy, let’s mention the varied resources available to assist you along the way. Social Media Marketing Resources There are a plethora of social media marketing resources you'll use to create a social strategy for your company. You’re sure to feel more confident about performing on your company’s social media marketing initiative with the assistance of the subsequent courses, training, and books. 12.8 SOCIAL MEDIA MARKETING COURSES AND TRAINING Here are three ways to earn an education in the field of social media marketing if you feel it’s necessary for your specific business situation. 1. Earn a degree. 230 CU IDOL SELF LEARNING MATERIAL (SLM)

Although there isn’t necessarily a “social media marketing degree” for undergraduates, there are online courses offered at a number of different schools and institutions you can take to earn a certificate, Micro Master’s or master’s degree in the field. 2. Use an online learning website. Lynda is another great educational resource. This online learning website offers training, tutorials, and courses on a wide variety of topics within the field of social media marketing. 3. Earn a certificate administered by a company. You might choose to earn a certificate from a company — such as HubSpot's social media certification. This free certification teaches you how to engage with your customers and improve conversions. You’ll also get a better understanding of how to develop your strategy, extend your reach, and measure your social media ROI. 4. Social Media Marketing Books Reading relevant content about social media marketing is another great way to learn more about the field. Here are a few examples of some highly regarded books on the topic. 1. Likable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook by Dave Kerpen 2. Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk 3. The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More by Kipp Bodnar 12.9SOCIAL MEDIA PLAN A Social Media Plan (SMP) is that the master document that guides an organization’s presence on social media, and it covers all aspects to be considered when fixing, maintaining and integrating social networks within the organization’s digital marketing strategies. Therefore, any Social Media Plan must be in line with the marketing plan. A Social Media Plan may be a living document that needs close control thanks to the liveliness of the virtual world during which it's implemented. This document usually follows a comparatively stable structure including goal setting, sorts of audiences, platforms, strategies and tools, and output measurement. With output measurement, the entire process begins anew. 231 CU IDOL SELF LEARNING MATERIAL (SLM)

Goals Apart from following SMART criteria when they are discussed, the goals of a marketing plan must cover three different nonexclusive targets: • Visibility: making the brand popular (e.g., more Facebook hits). • Sales: to increase sales or leads through a specific platform (e.g., to turn visits to the site into actual sales through twitter links to products of an online shop). • Loyalty: to preserve an audience that has already been attracted (e.g., through a media- based customer support service). Audience The objectives must be targeted at a specific audience. The more you know the organization knows its target audience, the more possibilities it has of fostering efficient communication and forging a significant relationship. In the case of social media, most of these data are given by the users themselves when they create their profiles. Data are further defined by actions and interactions among users in social platforms and, generally speaking, on the Web. It is also common to use statistics portals to select more specific audiences. Channels Goal setting and a definition of target audiences give insights into the channels to be used for our social media marketing strategy. To materialize this decision in an efficient way, each of the suggested platforms should be schematically analysis in a dedicated document. This document must include the type of user, topic of interest, type of format and languages, segmentation possibilities, and the best timings for marketing communications. Defining a Strategy The time has come to define specific actions for the strategy. In this phase, actions to be undertaken, the type of content to be disseminated through social media and the editorial 232 CU IDOL SELF LEARNING MATERIAL (SLM)

calendar of such content will be planned. Some of the rules and techniques used for content on social media during the drafting of the marketing plan are Pareto’s principle, marketing content, branded content, content curation, competitions or customer support, among other. Content Marketing: these are actions to create and disseminate relevant and useful content to raise interest in the audience and attract them, instead of interrupting them so that they buy products and services. Despite the fact that content marketing is not a new phenomenon—see the monthly magazines of airlines—it has boomed with Web 2.0. Through their own media, brands disseminate useful and quality content to attract and retain qualified traffic. Content must be of quality and useful, must have the brand personality and bemultiform at and segmented. Furthermore, content marketing tries to change users into sneezers, expanding the scope of the brand beyond its own channels. Formats to implement this strategy are varied: from more traditional formats such as white papers, e-books or specialized magazines to other types of formats specific to the digital world such as podcasts or videos, or other types of content with higher virality such as info graphics or memes. Content Curation: this is the process of collecting, selecting, and organizingand adapting the relevant information on certain topics or trends on the Web to be published in an attractive and significant way. Content curation allows the company to be constantly updated and know new Web features, especially in terms of its audiences, while it saves time in the process of content creation. Having a content curator can help brands design their content action plan and indicate possible developing lines depending on the topics of their audiences in the social conversation or who they follow on the Web. Tools such as Google Alerts or Google Trends and Mention, RSS readers such as feedly or bookmarks such as Scoop or Delicious enhance identification and selection of topics of interest. Customer Support: customers come to brands through social media looking for direct, useful, fast and effective contact. Thus, managing customer support through2.0 platforms completes the customer experience with the brand. Social networks allow for direct and instant contact with the company, fulfilling the concrete need of the customer at a critical point that, if successfully handled, can generate loyalty from the user, or undo a conversion otherwise. In both cases, the user can comment online about their experiences with the company and enlarge the scope of their experience. Competitions: they are one of the best tools to promote an organization’s presence on social media, especially during product launch. In order to properly manage competitions, the following needs to be considered: • Competition strategy: it must be adapted to the possibilities of each social media. Using 2.0 specific services for competitions such as Cool Tabs orOfferpop for Facebook is encouraged. • Regulations: they have to be clear and concise and provide a detailed explanation of the operations, dates, participation, award, etc. 233 CU IDOL SELF LEARNING MATERIAL (SLM)

• Prize: it must be attractive and therefore encourage participation. If a product or service by the company is given as prize, it can not only reduce the competition cost, but also help convert a user into a customer and afterwards into a fan. Pivoting Once the actions implemented are evaluated and therefore the accomplishment of goals has been checked, some conclusions must be drawn in order that the organization can pivot, integrating precise changes in its marketing strategy on social media. Social Media Advertisement Most social networks entertainment industry models supported advertising. If we deem granted that a social network manager may be a massive database, with large amounts of qualitative data from its users, using them allows brands for micro segmentation of their advertising actions. Facebook is that the king of segmentation. Its advertising platform, Facebook Ads, allows for a delimitation of the audience of every ad counting on location, age, sex, languages and even interests and behaviors. Facebook is that the social network with more data on its users. The essential data filled in by the user alone within the process of registration on Facebook includes name, e-mail, sex and age of the new user. Facebook advertising formats are inserted either on the sidebar on the right-hand side of the platform itself or on the users own timeline (Web and mobile), also as on the logout page. These adverts must be identified intrinsically, while their goal is to foster the maximum amount interaction with users as possible. They thus attempt to increase engagement, lead users to an internet site or special offers, get more likes on pages, app downloads... etc. Twitter, on the opposite hand, has less information on users; therefore, its segmentation capacity is lower. However, through its advertisement platform, Twitter Ads, they need launched some highly efficient publicity formats. this is often the case of Twitter cards, a format that specialize in promoted tweets to get tweet engagement, website clicks or conversations, app installs or app engagements, followers or leads on Twitter, to call a couple of. Other advertisement formats on Twitter are promoted accounts, which are placed on the profile recommendation section, or sponsored trending topics on the list of topics at a specific point in time. 12.10 SUMMARY  A Social Media Plan (SMP) is that the master document that guides an organization’s presence on social media, and it covers all aspects to be considered when fixing, maintaining and integrating social networks within the organization’s digital marketing strategies. Therefore, any Social Media Plan must be in line with the marketing plan. 234 CU IDOL SELF LEARNING MATERIAL (SLM)

 Assessing the actions taken on social media is significant to live success and check whether the goals set are accomplished.  Most social networks entertainment industry models supported advertising.  Facebook is that the king of segmentation.  Its advertising platform, Facebook Ads, allows for a delimitation of the audience of every ad counting on location, age, sex, languages and even interests and behaviors 12.11 KEYWORDS • OBA: Online Behavioral Advertising • API: a set of operations and instructions released by software to interact with it and access higher quantity of data and options • Customization: a modification made to something to suit a particular individual or task • CPC: cost per click 12.12 LEARNING ACTIVITY 1. Discuss on social media Metrics ___________________________________________________________________________ ___________________________________________________________________ 2. Discuss on Various social media marketing courses and training institutes in India ___________________________________________________________________________ ___________________________________________________________________ 12.13 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define strategy? 2. Define an Audience? 3. What is social media plan? 4. What is a social media marketing? 5. What is social media Metrics? Long Questions 1. Benefits of SMM 2. Social media marketing strategy 3. Measuring social media metrics 235 CU IDOL SELF LEARNING MATERIAL (SLM)

4. Discuss in short about the social media plan 5. Discuss the courses available for social media marketing in India? B. Multiple choice questions 1. _____________ marketing is the action of creating content to promote business and products on various social media platforms like Facebook, Instagram, and Twitter a. Social Media b. Digital Media c. Traditional Media d. Online Media 2. In _________, there were over 3.2 billion people on social media globally a. 2015 b. 2019 c. 2017 d. 2018 3. Social media has been proven to boost _________ a. Brand awareness b. Brand loyalty c. Brand information d. Status of the brand 4. Asa rule of thumb, you should only post on social when you have ________ content to share a. Quantity b. Quality c. Product d. Informative 5. _________, on the other hand, has less information on users 236 a. Snapchat b. Linked-in c. Instagram d. Twitter Answers 1-a, 2-d, 3-a, 4-b, 5-c 12.14 REFERENCES CU IDOL SELF LEARNING MATERIAL (SLM)

 Chaffey, D. and Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation, and Practice. 1st ed. Harlow: Pearson Education.  Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Ed. 3. 1st ed. Kogan Page.  Schiele, Kristen; Chen, Steven (2018-03-26). \"Design Thinking and Digital Marketing Skills in Marketing Education: A Module on Building Mobile Applications\". Marketing Education Review. 28 (3): 150–154. Doi: 10.1080/10528008.2018.1448283. ISSN 1052-8008. S2CID 169359274.  Staton, Mark G. (2015-12-07). \"Improving Student Job Placement and Assessment Through the Use of Digital Marketing Certification Programs\". Marketing Education Review. 26 (1): 20–24. Doi: 10.1080/10528008.2015.1091665. ISSN 1052-8008. S2CID 167964641.  Liu, Xia; Burns, Alvin C. (2018-01-02). \"Designing a Marketing Analytics Course for the Digital Age\". Marketing Education Review. 28 (1): 28–40. Doi: 10.1080/10528008.2017.1421049. ISSN 1052-8008. S2CID 169752871.  To: a b Kannan, P.K.; Li, Hongshuang “Alice” (2017). \"Digital marketing: A framework, review and research agenda\". International Journal of Research in Marketing. 34 (1): 22–45. Doi: 10.1016/j.ijresmar.2016.11.006.  To: a b c Doyle, Charles, 1959- (2016). A dictionary of marketing. Oxford University Press. (Fourth ed.). Oxford. ISBN 978-0-19-180022- 1. OCLC 957198795.  To: a b c Kyle, Huggins (2017). \"Seismic Shifts in the Sharing Economy: Shaking Up Marketing Channels and Supply Chains\". Journal of Marketing Channels. 24 (3): 3–12. Doi: 10.1080/1046669X.2017.1346973. S2CID 158667931.  To: a b Herndon, Neil C. (2017). \"The Sharing Economy: Opportunities and Challenges for Marketing Channels and Supply Chains\". Journal of Marketing Channels. 24(1–2): 1–2. Doi: 10.1080/1046669X.2017.1346970.  To: a b Thomas, Martin (2017). \"Domains of Digital Marketing Channels in the Sharing Economy\". Journal of Marketing Channels. 24 (27): 27–38. Doi: 10.1080/1046669X.2017.1346977. S2CID 158277744.  https://www.thehindubusinessline.com/info-tech/indias-active-internet- population-likely-to-reach-900-million-by-2025-report/article34714569.ece  https://storage.googleapis.com/wzukusers/user34065638/documents/5cd92270261 71P47vYKC/04-IBMJ%20Vol1%20Issue4%2004.pdf  https://www.digitalmktgblog.com/  https://lastmomenttuitions.com/course/instagram-marketing-crash-course/  https://www.business-standard.com/article/technology/active-internet-users-in- india-likely-to-reach-900- 237 CU IDOL SELF LEARNING MATERIAL (SLM)

238 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT – 13: UX DESIGN STRUCTURE 13.0 Learning Objective 13.1 User Experience 13.2 7 Factors influencing User Experience 13.3 13.2.1 Scientific approach to UX Design. 13.4 13.2.2 Characteristics of UX Designs 13.5 Pro Tips 13.6 Digital customer experience vs Customer Experience 13.7 Summary 13.8 Keywords 13.9 Learning activity Unit end questions References 13.0 LEARNING OBJECTIVE After studying this unit, the student will be able to  Be aware of the importance of user experience in digital world  Learn the major factors influencing the user experience  Understand Characteristics of Usable products  Analyze Digital customer experience 13.1 USER EXPERIENCE In general, user experience is just how people feel once they use a product or service. In most cases, that product is going to be an internet site or an application of some form. Every instance of human-object interaction has an associated user experience, but, generally, UX practitioners have an interest within the relationship between human users and computers and computer-based products, like websites, applications and systems. In times gone, product design was simple; designers built stuff they thought was cool which they hoped their clients would really like. Unfortunately, there are two problems thereupon approach. The primary is that, back then, there was far less competition for people's attention online. The second is that there is no consideration for the user of the merchandise in the least therein approach—the success or failure of a development project was right down to |all the way down to\"> right down to luck the maximum amount because it was down to the judgement of the planning team. 239 CU IDOL SELF LEARNING MATERIAL (SLM)

Focusing on UX enables design to specialize in the user. It increases the probabilities of a project's success when it finally involves market, not least because it doesn’t gamble on the religion of users in taking to a product simply because it’s a name. A UX designer is someone who investigates and analyzes how users feel about the products he or she offers them. UX designers then apply this data to development so as to make sure that the user has the simplest possible experience with a product. UX designers conduct research, analyze their findings, inform other members of the event team of their findings, monitor development projects to make sure those findings are implemented, and do far more. The main methodology want to guarantee the user experience in most projects is user- centered design. Simply put, user-centered design is all about designing with the users’ needs and expected behaviors in mind. it is vital for us as UX designers to recollect that user- centered design may be a means of achieving good UX—and not the sole methodology or tool that one can use to make sure optimal UX during a project. 13.2 7 FACTORS INFLUENCING USER EXPERIENCE 1. Useful 2. Usable 3. Findable 4. Credible 5. Desirable 6. Accessible 7. Valuable User Experience (UX) is critical to the success or failure of a product within the market, but what can we mean by UX? Only too often, UX is confused with usability, which describes how easy a product is to use. While it's true that UX as a discipline began with usability, UX has grown to accommodate far more than usability, and listening to all or any facets of UX so as to deliver successful products to plug is significant. There are seven factors that describe user experience, consistent with Peter Morville, a pioneer within the UX field who has written several best-selling books and advises many Fortune 500 companies on UX. Morville arranged the seven factors into the ‘User Experience Honeycomb’, which became a famous tool from which to know UX design. 1. Useful If a product isn’t useful to someone, why would you like to bring it to market? If it's no purpose, it's unlikely to be ready to compete for attention alongside a market filled with purposeful and useful products. It’s worth noting that ‘useful’ is within the eye of the 240 CU IDOL SELF LEARNING MATERIAL (SLM)

beholder, and things are often deemed ‘useful’ if they deliver non-practical benefits like fun or aesthetic appeal. Thus, a video game or sculpture could also be deemed useful albeit neither enables a user to accomplish a goal that others find meaningful. Within the former case, an adolescent could also be using the game to vent angst after a tough exam at college; within the latter, an gallery visitor may ‘use’ the sculpture to teach herself on the artist’s technique or tradition, gaining spiritual pleasure at an equivalent time from viewing it. 2. Usable Usability cares with enabling users to realize their end objective with a product effectively and efficiently. A video game which needs three sets of control pads is unlikely to be usable as people, for the nonce a minimum of, only tend to possess two hands. Products can succeed if they're not usable, but they're less likely to try to so. Poor usability is usually related to the very first generation of a product—think the primary generation of MP3 players, which have since lost their market share to the more usable iPod. The iPod wasn’t the primary MP3 player, but it had been the first—in a UX sense, at least—truly usable MP3 player. The 5 Characteristics of Usable Products Whitney Queensberry, the UX and Usability Expert and former President of the Usability Professional’s Association (UXPA), offers 5 criteria that a product must meet so as to be usable:  Effectiveness  Efficiency  Engagement  Error Tolerance  Ease of Learning 3. Findable Findable refers to the thought that the merchandise must be easy to seek out, and within the instance of digital and knowledge products, the content within them must be easy to seek out, too. The rationale is sort of simple: if you can't find the content you would like during a website, you’re getting to stop browsing it. If you picked up a newspaper and every one the stories within it were allocated page space randomly, Rather than being organized into sections like Sport, Entertainment, Business, etc., you'd probably find reading the newspaper a really frustrating experience. an equivalent is true of hunting down LPs during a vintage music store—while some may find rifling through 241 CU IDOL SELF LEARNING MATERIAL (SLM)

randomly stocked racks of various artists’ offerings a part of the fun and ritual, many folks would rather scan through alphabetically arranged sections, buy what we would like , get out and obtain on with our day. Time tends to be precious for many humans, thanks largely to a touch factor called a ‘limited lifespan’. Findability is thus vital to the user experience of the many products. 4. Credible Twenty-first-century users aren’t getting to offer you a second chance to fool them—there are many alternatives in nearly every field for them to settle on a reputable product provider. They will and can leave during a matter of seconds and clicks unless you give them reason to remain. Credibility relates to the power of the user to trust within the product that you’ve provided—not just that it does the work it's alleged to do, but also that it'll last for an inexpensive amount of your time which the knowledge given its accurate and fit-for-purpose. It is nearly impossible to deliver a user experience if the users think the merchandise creator may be a lying clown with bad intentions—they’ll take their business elsewhere instead, very quickly and with very clear memories of the impression that creator left in them. Incidentally, they'll well tell others, either en passant or more intentionally, within the sort of feedback, so on warn would-be customers, or ‘victims’ as they might view them. 5. Desirable Skoda and Porsche both make cars. Both brands are, to some extent, useful, usable, findable, accessible, credible and valuable—but Porsche is far more desirable than Skoda. This is often to not say that Skoda is undesirable; they need sold tons of cars. However, given a choice of a replacement Porsche or Skoda for free of charge, most of the people will choose the Porsche. Desirability is conveyed in design through branding, image, identity, aesthetics, and emotional design. The more desirable a product is, the more likely it's that the user who has it'll brag about it and make desire in other users. Yes, we’re talking about envy here; whilst we will salute Skoda’s indomitable spirit—not least for having made very innovative strides and made the foremost of resources behind the Iron Curtain—we’ll tend to yearn after the opposite car here, the one that screams ‘Look at me!’ and is pure power and affluence on four wheels. 6. Accessible Sadly, accessibility often gets lost within the mix when creating user experiences. Accessibility is about providing an experience which may be accessed by users with a full range of abilities—this includes those that are disabled in some respect, like the hearing, vision, motion, or learning impaired. Designing for accessibility is usually seen by companies as a waste of money—the reason being the enduring misconception that folks with disabilities structure a little segment of the population. In fact, consistent with the census data within the us, a minimum of 19% of 242 CU IDOL SELF LEARNING MATERIAL (SLM)

individuals had a disability in 2010, and it's likely that this number is higher in less developed nations. That’s one in five people within the audience for your product who might not be ready to use it if it’s not accessible—or 20% of your total market! It’s also worth remembering that once you design for accessibility, you'll often find that you simply create products that are easier for everybody to use, not just those with disabilities. Don’t neglect accessibility within the user experience; it’s not almost showing courtesy and decency—it’s about heeding sense, too! Finally, accessible design is now a legal obligation in many jurisdictions, like the EU. Failure to deliver accessibility in designs may end in fines. Sadly, this obligation isn't being enforced as often because it should be; all an equivalent, the road of progress lies before us. 7. Valuable Finally, the merchandise must deliver value. It must deliver value to the business which creates it and to the user who buys or uses it. Without value, it's likely that any initial success of a product will eventually corrode because the realities of natural economics start to undermine it. As designers, we should always bear in mind that value is one among the key influences on purchasing decisions. A $100 product that solves a $10,000 problem is one that's likely to succeed; a $10,000 product that solves a $100 problem is way less likely to try to so. The success of a product depends on quite utility and usefulness alone. Products which are usable, useful, findable, accessible, credible, valuable, and desirable are far more likely to succeed in the marketplace. The website is the chance to point out off exactly what the brand is all about and connect together with the customers on the home turf. The UX Design Scientific Method Approach 243 CU IDOL SELF LEARNING MATERIAL (SLM)

Flow chart of the Scientific Method The scientific method is a way to draw reliable conclusions as opposed to ones based on assumptions. With the limited real estate of screens, every pixel counts. Each design decision should have a “why.” A business might think they need a mobile application and hire a web designer and developers to build it only to find users don’t engage with their business through phones at all. UX design is about designing a solution with its actual users at its center. Step 1 & 2 — “Identify a Problem and Research” In UX design, these 2 steps make up the Discovery phase. A client wants to address an issue. The UXer must dig deeper to ensure designs will function in the real world. Tools like surveys, ethnographic field studies and 1:1’s with subject matter experts vet assumptions and get a deeper understanding of the problem. 244 CU IDOL SELF LEARNING MATERIAL (SLM)

Research means gathering data and contextual insights around the problem space. Based on the data and observations, did any common patterns emerge? What pain points are users facing? Do they seem to have a preference? A preference over what exactly? And most importantly, why? Step 3 — Posing a Hypothesis In Science class, this is the classic if-then statement. “If I get at least 7 hours of sleep, I will do better in school. In UX, the design is the hypothesis. It’s a first attempt at creating a user experience with the features and approach the research suggests should be priority. That being said, hypothesis testing should not feel like a wack-a-mole. When ideating on designs, hone in on a select few aspects of the experience you want to learn more about. Step 4 — Experimenting Time to get testing! Put the prototype in front of users and get feedback. Step 5 — Conclusions In UX, the final handoff which often includes a summary of findings, annotated wireframes and anything useful for the development team to implement the design. And just like that the scientific method gets a facelift showing that the principles of discovery are timeless. The methods which explain phenomena like gravity can be used to construct our digital spaces. 13.3 PRO TIPS Less need to drive traffic - if visitors to your site are buying from you easily, you don’t need to spend as much effort and money on other ways to attract more visits. Cost-effective - a good conversion rate means you get more bang from bucks spent (i.e., higher return on investment) on the advertising that lured visitors to your site in the first place. Builds brand loyalty a great user experience encourages return visits. Builds brand loyalty - a great user experience encourages return visits. Tricky to master - creating a brilliant user experience involves a keen eye for design, copy, and user friendliness. An ongoing process - there’s no one-size-fits-all solution, and you’ll have to monitor how visitors are using your site. Test, and test again - try using growth-driven design principles to improve your website’s user experience. 245 CU IDOL SELF LEARNING MATERIAL (SLM)

13.4DIGITAL CUSTOMER EXPERIENCE VS. CUSTOMER EXPERIENCE The broad umbrella of customer experience (CX) can cover anything from traditional customer service channels to new digital interfaces that folks use to interact with companies. Digital customer experience (DCX) focuses on the latter, including both front-end services and back-office process optimization that ultimately benefits customers. Because both concepts are intensely focused on meeting customer expectations, they overlap as often as digital and non-digital neutralize today’s world. It’s going to be more useful to clarify what digital customer experience isn’t, in order that companies can confirm they need the proper mindset in their approach to DCX strategy. Common Misconceptions about Digital Customer Experience Customers care about digital. In fact, customers don’t consider their experience in digital and non-digital categories. They need to access companies within the most convenient way possible, no matter channel. DCX is about technology and strategy. Culture outweighs strategy when it involves DCX. Companies with the proper technology still got to embrace a customer-centric view of their business so as to successfully improve digital customer experiences. Most discussions of digital transformation hit on this significant point in greater depth. DCX is about sales and marketing. Consistent with Forrester analysts, most digital experience platforms focus most of their resources on sales, marketing and commerce while neglecting customer service, retention loyalty and engagement functions. this might lead companies to associate good DCX with sales and marketing, but creating experiences that apply to the whole customer lifecycle may be a critical a part of business today. DCX is restricted to digital-only brands. All businesses got to become digital businesses if they need to participate within the current digital economy. Forrester describes the importance of “digitally-based customer experiences rooted in operational excellence”, emphasizing that using digital technology as a basis for all customer experience can drive revenue and growth in most businesses, not just digital-only brands. Managing the Digital Customer Experience Given that DCX and CX so often overlap, some have asked whether managing the digital customer experience is even relevant. There are two approaches to consider: Focus on the holistic customer lifecycle, giving equal attention to the way digital and non- digital experiences complement one another and optimizing both. This approach treats DCX as only one a part of the general customer experience strategy. Focus totally on digital customer experience. A piece of writing within the Harvard Business Review asserts that “this isn’t merely a subset of customer experience, and an honest 246 CU IDOL SELF LEARNING MATERIAL (SLM)

customer experience strategy doesn’t equate to an honest digital customer experience strategy.” It goes on to argue that online and offline consumers have different needs and expectations, which is what makes attention on better DCX so important — companies can’t assume that their work to enhance customer experience will translate well to digital experiences. However, it also assumes that there's a transparent line between online and offline, which is increasingly untrue as channels merge and intersect throughout the customer journey. Both approaches have value, counting on your audience and therefore the maturity of your digital touch points. If your customers are primarily digital, but your digital services are below standard for your industry, an initial specialize in DCX will get you up to hurry faster, whereas a more mature digital business might want to require a holistic approach so as to stay its CX strategy unified. Either way, customers have high expectations for quality of service, which makes it crucial for businesses to enhance their ability to deliver great digital customer experiences. Inconsistency during this area frustrates users and erodes loyalty, which can impact overall customer experience whether you manage it separately from DCX or not. 13.5 SUMMARY  A UX designer is someone who investigates and analyzes how users feel about the products he or she offers them.  UX designers then apply this data to development so as to make sure that the user has the simplest possible experience with a product.  UX is confused with usability, which describes how easy a product is to use. While it's true that UX as a discipline began with usability, UX has grown to accommodate far more than usability, and listening to all or any facets of UX so as to deliver successful products to plug is significant.  The broad umbrella of customer experience (CX) can cover anything from traditional customer service channels to new digital interfaces that folks use to interact with companies. 13.6 KEYWORDS  Customer retention and loyalty: Monitor customer churn and loyalty to measure how you’re doing with your intended audience  CSAT: Customer Satisfaction - measures customer satisfaction with a specific product or service 247 CU IDOL SELF LEARNING MATERIAL (SLM)

 Personalization Platforms: Powered by marketing-specific and proprietary artificial intelligence and machine learning, personalization platforms convert rich customer profile data into individualized engagement  Helpdesk Platforms: Provides a central repository for all customer support interactions in one accessible database 13.7 LEARNING ACTIVITY 1. Discuss the difference between digital customer experience and customer experience ___________________________________________________________________________ ___________________________________________________________________ 2. Discuss on the Factors influencing user experience on UX designs ___________________________________________________________________________ ___________________________________________________________________ 13.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What is user experience? 2. What are the factors influencing user experience? 3. What is Credible in user experience? 4. What is Pro-Tips? 5. What is digital customer experience? Long Questions 1. List and explain the factors influencing User experience 2. Mention the 5 characteristics of usable products 3. Explain the importance of accessibility in User experience 4. Mentions the difference between Digital customer experience and Traditional customer experience? 5. Describes the importance of “digitally-based customer experiences rooted in operational excellence. B. Multiple choice questions 1. A ___________ is someone who investigates and analyzes how users feel about the products he or she offers them a. UX Design b. Social Media Manager c. Digital Marketing Specialists 248 CU IDOL SELF LEARNING MATERIAL (SLM)

d. Animation Designer 2. ___________ relates to the power of the user to trust within the product that you’ve provided a. Accessibility b. Credibility c. Usability d. Findability 3. __________refers to the thought that the merchandise must be easy to seek out , and within the instance of digital and knowledge products a. Accessibility b. Credibility c. Usability d. Findability 4. _____________ is conveyed in design through branding, image, identity, aesthetics, and emotional design a.Accessibility b.Credibility c.Desirability d.Find ability 5. A better customer experience strategy doesn’t equate to a better______________ strategy a. Digital Customer Experience b. User Experience c. Accessibility d. Usability Answers 1-a, 2-b, 3-b, 4-3, 5-a 13.9REFERENCES  Key, Thomas Martin (2017-04-03). \"Domains of Digital Marketing Channels in the Sharing Economy\". Journal of Marketing Channels. 24 (1–2): 27–38. Doi: 10.1080/1046669X.2017.1346977. ISSN 1046-669X. S2CID 158277744.  Toffler A (1980) the third wave. New York: Bantam Books 249 CU IDOL SELF LEARNING MATERIAL (SLM)

 Kotler P (1986) The Prosumer Movement: a new change for marketers. NA-Advances in consumer research, 13:510–513  Shultz C, Holbrook M (1999) Marketing and the tragedy of the commons: a synthesis,  Commentary, and analysis for action. J Public Policy Marke 18(2): 218–229  Kotler P (1967) Marketing management: analysis, planning, and control. New Jersey: Pearson  Prentice Hall Rust RT, Lemon K N, Zeithaml VA (2004) Return on marketing: using customer equity to focus marketing strategy. J mark 68(1):109–127  McCarthy EJ (1964) Basic marketing, a managerial approach. Illinois: R.D. Irwin  Lauterborn B (1990) new marketing litany: four Ps passé; C-Words take over. Advert Age 61(41):26  American Marketing Association (2013, July) Definition of marketing.https://www.ama.org/  About MA/Pages/Definition-of-Marketing.aspx. Accessed 31 July 2015  Krishnamurthy S (2006) Contemporary research in e-marketing. Hershey: Idea Group Inc  (IGI)Osterwalder A., Pigneu Y (2010) Business model generation: a handbook for visionaries. New Jersey: Wiley  Doran GT (1981) there’s a SMART way to write management’s goals and objectives. Managrev 70(11):35–36  Strong EK (1925) the psychology of selling and Advertising. New York: McGraw- HillRogers (2011) The network is your customer: five strategies to thrive in a digital age. NewHaven: Yale University Press  https://www.liferay.com/resources/l/digital-customer-experience  https://www.connectionmodel.com/blog/why-blogging-is-an-important-part-of- digital-marketing  https://www.accuracast.com/articles/social-marketing/what-is-blog-marketing/  https://www.vezadigital.com/post/why-blogging-is-a-powerful-key-component-to- any-digital-marketing-strategy  https://www.bmconsulting.in/blog/why-blogging-is-an-important-part-of-digital- marketing/  https://mailchimp.com/resources/how-to-do-keyword-research/  https://neilpatel.com/blog/search-vs-social/  Understanding Digital Marketing—Basics and Actions  https://www.optimizely.com/optimization-glossary/search-engine-marketing/  https://www.thebalancesmb.com/blog-marketing-1794404  https://www.gsearchinc.com/all-you-need-to-know-about-classified-seo-ads/  http://www.seotrafficspider.com/classified-adposting.php 250 CU IDOL SELF LEARNING MATERIAL (SLM)