Marketing Strategy

Online Marketing

There are many ways to market online, but from my research I found that the best methods are using the mainstream services that people use everyday, as this also allows me to track their success a lot easier. The three stand out ways from my research would be to use YouTube video ads at the beginning of the video for people in the area of Yorkshire, Facebook advertising and iAds on the iPhone which targets mobile users. in the area

Offline Marketing

It is vital to remember that once this marketing has been produced and published, I would need to analyze the effects it has had on the sales on the website. Obviously within the analytics tracking on the website, I would be able to see where the users are coming from, so if it is from a form of my online marketing I woulds have no trouble being able to determine that. The problem arises in the fact I also have offline marketing set up, so the best way to track the offline sales is to ask the user how thy heard about the exhibition when they are purchasing the tickets.

The timing of the marketing is specific to target the audience at the right time. You can see the breakdown below;

The website should be prepared 5 months before the exhibition is due to go live, this means by the time the 3 months benchmark comes around, the site should be at the top of google for the relevant museum. Bookmarks and lighters are shown here;

should be used to get people talking, they are two items that would distribute themselves in the community and gain free marketing. The next stages would be the facebook advertising, newspaper ads and billboards because they take effect as of immediately. You can see examples of these here;

Apple iAds on the iPhone are a great way to reach the user in an interactive manner, you can see this below;

which are shown on the device like so;

The style of the tickets are very important, based on an authentic look of real money, they give an impression of luxury and sell the experience overall;

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Setting up Google Analtics

This is an important stage as it would allow me to check the amount of users on the website and how many were buying tickets. It would allow me to discover problems with the site, and get them fixed so I could generate more sales. The first stage is to get the code from Google themselves, this should be setting up the site through the Google Analytics site;

and then taking the script shown here;

and then placing it just before </head> on each page you would like to track;

then after a few days you would start to get results that look like this;

Google Analytics

How google analytics works.

Google analytics is useful for tracking statistics of a website, it is really easy to install you simply need to add a script that google provides you with and you are good to go. That code looks like this;

Once the tracking code is installed it will allow you to access lots of important data about the users of the website. This data can be broken down into these categories;

Once setup for a while you will be able to actively use data to improve the website’s response the users needs, below you can see the website shows you accurate data about the amount of users and what language they speak

Finally being able to use analytics to resolve problems, and check that the end user is getting the information they came to the website for. A great example of this would be the data flows shown below.

The fact that you are able to find out so much about your audience and what they did on your site, it allows you to understand how to market to them in a much more appropriate way. This is vital to creating a successful marketing campaign, and is something I have to consider when creating my marketing.

Scrapping Pageless Design – A new start

I started creating a pageless design due to reasons that can be found here (https://akbrodie.wordpress.com/2014/10/02/the-future-of-web-design/)having looked at the future of the web and the potential it has. As I was going along the process of creating it | realised that there were actually quite a few negatives. First, the amount of people that reach the bottom of the page after visiting the page is very minimal. You can easily understand the need for less text by reading this except from “The Psychology of Public Speaking” (http://www.mrmediatraining.com/2012/08/23/how-many-minutes-is-the-audiences-attention-span/)

“A website that contains less than 111 words the user will read 49% of the text on average, this is a moderately small amount of text in comparison to the average webpage that contains about 600 words on average, the user usually only then read about 28% of the text and then spend a further 4 seconds for 100 words on a page”

When all the data is on one index file, the file sizes end up being much larger than the average webpage, this means loading times will be longer, this isn’t good for two reasons. One, the user might just get bored of waiting and leave the site to the next one they can find and secondly, Google’s rules;

“Speeding up websites is important — not just to site owners, but to all Internet users.         Faster sites create happy users and we’ve seen in our internal studies that when a site         responds slowly, visitors spend less time there. But faster sites don’t just improve user         experience; recent data shows that improving site speed also reduces operating costs.         Like us, our users place a lot of value in speed — that’s why we’ve decided to take site         speed into account in our search rankings. We use a variety of sources to determine the         speed of a site relative to other sites”

now specify that speed is considered when ranking your website, therefore a pageless design would get a lower rank because it takes longer to load.

Another reason having no pages effects the seo results is the fact there is only one title tag within the index file. An ideal title tag is under 65 characters and is a sentence consisting of keywords. Having multiple pages means you can have more title tags, therefore capturing a larger audience. Google also loves content, the more content you have the better the ranking you will get.

Given what I have just discussed, I have scrapped the scrolling page and begin research into SEO to implement into my new, multi-page website.

References:

http://firstresponsive.com/pageless-design-future-web-design/
http://googlewebmastercentral.blogspot.co.uk/2010/04/using-site-speed-in-web-search-ranking.html
https://developers.google.com/speed/pagespeed/insights/
(upload pageless design to FTP) run speed test.