eMarketing_ The Essential Guide to Digital Marketing ( PDFDrive )

location  390 escalation protocol  420–421 marketing  392–393 online monitoring  401, 410, 414, 416 insight and research  412–413 platform insights  408, 416 risks  425 key terms and concepts  406 solving business challenges  407–413 strategy [see the main entry for social outreach  408 processes  417–421, 421 media strategy] tracking campaigns  390–392 recovery from online brand attack  424– web analytics for  392 425 social media advertising  303–309, 305, 317 on social media platforms  305–307 reputation management  410 social media channels  365–402 [see also the various types of social responding  423 response process 421 media] advantages  394 sales and lead generation  411 aggregating  367, 368, 369, 379, 383, search engine optimisation (SEO)  412, 387–389, 393, 401 412 bookmarking  367, 369, 382, 387–389, solving business challenges  407–413 393, 401 challenges  394 step-by-step guide  413–417 checklist  418 [see also the main entry for step-by- key terms and concepts  367 marketing tools  375 step guide to creating a social media social media dashboards  407, 417 strategy] social media marketing  33, 85, 215, 226, 257, support  409–410, 410 367, 392–393, 401, 407 value of knowing when to talk  422–423 to content consumers  393 social networking  367, 369–375, 369, 390, to content creators  393 to content sharers  393 406, 475 social media monitoring  48, 209, 426 social media strategy  405–429 soft bounces  434, 452 advertising and awareness  411 spam  239, 243, 330, 338, 434, 439, 439, 441, communication  408, 420–421, 421 community guidelines  418–419, 419 442, 451, 452, 455, 458, 468, 544, 545 community management  408 content plan  420 splash page  99 customer service  409–410, 410 dealing with oopportunities and split test (A/B test)  58, 122, 192, 453, 498, 518, 526, 527, 528, 531, 538, 539 threats  422–423 documentation  417–421 calculator  60, 518, 538 sponsored results  266 stakeholder(s)  27, 203, 204, 220, 221, 413, 415, 416, 417, 421, 422, 423, 428 static website  143–145 step-by-step guide to creating a social media strategy  413–417 analysis  414 creating an action plan  415 dashboards  417 getting buy-in  413 implementation  416 listening  413 online monitoring software  416 583

optimisation  416 number of variations  533, 533 platform insights  416 repeating of tests  537 setting objectives  414–415, 415 running of tests  531 tracking  416 sample size  532 understanding the landscape  413 starting over  124 URL shorteners  416 types of tests  531, 531, 532 web analytics  416 testing methodologies  121–122 Stumbleupon  389, 389 eye tracking  122 subject line  57, 166, 172, 442, 442, 443, 448, hallway testing  121 multivariate testing  58, 122, 532 449, 454, 527 observation and user labs  121 surveys  48–53 split testing  122 design of  49 surveys  122 focus groups  51–53 text emails  434, 441 online monitoring  53–57 Thinkmap’s Visual Thesaurus  190 tools for online monitoring  55–57 thumbnail  287, 345, 348, 354, 354 types of questions  50–51 Time Magazine  546 SWOT analysis  26, 26 title tags  144, 185, 239 syndicate  21, 396, 418, 555 tone of voice  72, 81, 167, 187, 396, 415, 417 touchscreens  104, 105, 106, 438, 512 T TrackBack  367, 368, 380, 382 targeting  276–278 tracking codes  295, 537, 540 behavioural  277 tracking (data)  506–513 demographic  277 building-block terms  509–513 location  277 content characteristics  511–512 language  277 conversion metrics  512, 512 taxonomy  368 cookie-based  506, 507 Technorati  56, 379, 379, 380, 383, 546 mobile metrics  512–513, 513 testing  120–124, 531–537 server-based  507, 507 [see also user experience design (UXD)] type of information captured  509 analysis  123 universal analytics  508–509 change in conversion rate  533 visit characteristics  510–511 choice of test  121 visitor behaviour  511 design of tests  531–532, 537 traditional media  6, 8, 9, 166, 295, 298, 366, finding subjects  122 formulation of question(s)  121 368, 387, 394, 500, 544 implementation  123 Trellian’s keyword discovery tool  253 iterative process  120 TubeMogul  359 length of tests  532 Tumblr  379, 383 methodologies  121–122 Twitter [see throughout] number of participants  533 @username  384 584

hashtag  384 analysis of content  108–109 marketing tool  385 assembly of website  114–119 retweet  384 calls to action (CTA)  114 trending  384 clickability  115, 115 tweet  384 content audit  94, 108 Twitter Analytics  391 content strategy   94, 106, 108 conventions  99 U core principles of  98–103 UI [see user interface] credibility  102–103, 102 unique selling point [see USP] definition of visual  119–120 universal resource locator [see URL] forms  116, 116 unstructured supplementary service data [see also the main entry for forms] key terms and concepts  94 [see USSD] layout  111–114, 111 unsubscribe link  444, 444 navigation  110–111, 111 URL (universal resource locator) [see positioning  114 principles of creating content  108–109 throughout] prioritisation  114 URL shorteners  391–392, 407, 416 quantity  115 user-centred design (UCD)  95, 96 research and discovery  107 user experience design [see UXD] search  114 user experience (UX) [see UX] simplicity  100, 101 user interface (UI)  16, 95, 96, 266 site structure  107–108, 107 user testing methodologies  [see testing sitemap  109, 109 step-by-step guide  106–124 methodologies  ] testing  120–122, 120 USP (unique selling point)  21, 167, 283, 296, [see also the main entry for testing] understanding  96–97 297, 334 usability  99 USSD (unstructured supplementary services user-centric  98, 98 visual design  113, 119–120, 119 data)  462, 464, 470–471, 471, 481, 482, 487, 489 V UX (user experience)  30, 32, 35, 93–129, 132, video [see throughout] 146, 149, 158, 162, 222, 230, 234, 253, content strategy  346–348 331, 349, 351, 348, 462, 474, 479, 483, production [see the main entry for video 510, 512, 513, 515, 521 [see also user experience design (UXD)] production] benefits of  97 video content strategy  346–348 content strategy  155 video hosting  349–351 creative  96 functional  96 mobile  103–106 [see also mobile UX] universal mobile principles  106 UXD (user experience design)  vi, 1, 90, 93–129 585

video marketing  31, 81, 85, 127, 198, 343–364 web application framework (WAF)  134, 135 [see also video production] web copy  170–180 advantages  360 [see also copywriting (SEO); online challenges  360 content v ads  346–347 copywriting] content strategy  346–348 blogging  178, 178 going viral  347–348, 347 call to action (CTA)  170–171, 171 key terms and concepts  345 emails  176–177 promotion of video  354, 356–359 long  174–175 video production  348–356 news/press releases  175, 175 choosing a platform  349–351 online syndication  175–176, 176 engaging the community  355 search adverts  172–173 Identification of audience  348 short  170 optimisation  351–354, 352, 353, 354 social copy  173–174, 174 planning and concept  349 subject lines  172 producing the video  349 titles  172 promotion of video  354, 356–359 types of  170–180 reporting  355–356, 355 website copy  179 uploading to platform  349–351 writing for mobile  179–180, 180 video promotion  354, 356–359 web design  10, 131–164, 226 earned  356–357 collating assets  141–142 owned  357 collecting assets  141–142 paid  358, 358 designing for persuasion  132 search optimisation  357 fonts  142, 142 social sharing  357–358 theory (colour and design)  136–140 video search engine optimisation [see VSEO] visual identity  135–136, 136 video syndication  345 web development  10, 131–164, 226 viral marketing  401 content management system viral video  296, 345, 348 visual identity or corporate identity (CMS)  143–145 static website  143–145 (branding)  133, 135–136, 136 web server  134, 145, 146, 499, 507, 527, 549, VSEO (video search engine 549 optimisation)   345, 352 Web Standards  134, 136, 147, 151 website W design  157 W3C [see World Wide Web Consortium] development  157 WAP (Wireless Application Protocol)   464, domain name  154–155 launch  157 469 planning and research  154 Web 2.0  366 search engine visibility  156 586

step-by-step guide to building  154–157 testing  157 UX and content strategy  155–156 WhatsApp  472, 472 white hat SEO  230 white list  434, 451 Wi-Fi (Wireless Fidelity)  464, 470, 476, 551 widget  75, 113, 245, 245, 265, 375 Widespace  308, 308 Wikipedia/Wiki [see throughout] wireframe  95, 113, 113, 114, 124, 156, 157 Wireless Application Protocol (WAP)  [see WAP] Wireless Fidelity [see Wi-Fi] WordPress  144, 319, 379, 383 WordTracker  253, 285 WordTracker Keyword Questions  253 World Wide Web [see throughout] World Wide Web Consortium (W3C)  134 writing for digital  165–194 [see also online copywriting] audience of one  168–170 personas  168–170 types of web copy  170–180 [see also Web copy] WYSIWYG  181 X XML (eXtensible Markup Language)  17, 25, 134, 163, 232, 249, 323, 337, 545 Y Yahoo!  [see throughout] YouTube  [see throughout] YouTube Analytics  355, 355, 362, 391 587

It takes a village to raise a child, and a lot of people to publish a book! Our acknowledgement and thanks go to: Firstly to Sarah Blake who did an enormous amount of work in compiling the first editions of this book. Sarah’s great work set a high standard to maintain. To all the QuirkStars who provided expertise so that this could happen the fifth time around – this project wouldn’t have been possible without you. Particular acknowledgment goes out to: Carmia Lureman Jo Glover Catherine Scott Justin Spratt Craig Raw Daniel Kolossa Keryn Brews Daniel Neville Linah Maigurira Emma Carpenter Marcel Nel Emma Drummond Matt Willis Georgina Armstrong Sam Beckbessinger Gerard du Plessis Sarah Manners Graeme Stiles Scott Gray Heidi Ocker Suzanne Little James McKay Taya Botha Jean du Plessis Tim Withers There are also a number of experts from the marketing field who contributed to various chapters. Our great appreciation and thanks go to: Dr Carla Enslin Jonathan Gluckman Kathryn McKay Michael Walker Michaela Kissack Melody Maker Nic Van Den Berg Peta Broomberg Richard Mullins 588

Finally, the publishing team who have worked tirelessly must be acknowledged. x. Contributors Editor Katharina Scholtz Editorial Assistant Anna Malczyk 2nd Assistant Zara Vorwerk Production Team Caroline Johnson Lyndi Lawson-Smith Di Charton Education Team Support Abby Mills Megan Hughes Design & layout Solveig Bosch from SolDesign Cover Design Anka Joubert