Embed Size (px)
DESCRIPTION
Why is the user experience a secondary priority? How will the web shape up in a recessionary period? Why do we continue to build inflexible websites and support systems?
Citation preview
Search & ScentWeb 2.0 Presentation – 14th August 2008
Some questions – a review of the last 10 years.
Why in the majority of web projects is the user experience a 2nd priority?
How will the web shape up in a recession period? Is it more quantifiable?
Why in a constant evolving and changing environment do we build websites and support systems which prove to be inflexible, incapable of staying in touch with the consumers needs.
Traditional Marketing / Sales Funnel
Awareness Consideration Preference Action Loyalty
MarketingBuild BrandsAwareness (television, magazines, radio, outdoor)
Direct Marketing
Trial (promotions,offers,
newspapers,direct email
Sales DeliverySales delivery, shopping experience
RetentionMarketto best customers
Stable and robust – 50 years of proven success with minimal modification.
Organizations understand the linear consumer purchase funnel and how to optimise it.
Specialist teams focus on areas of operation with minimal distraction / minimal interaction
General ManagementIT, Admin, Editorial, Management
Online – Marketing process not linear by definition
BRAND ADVERTISING MEDIUM
POWERFUL PROMOTIONAL TOOL
DIRECT SALES CHANNEL
PROVEN CUSTOMER RETENTION TOOL
TECHNOLOGY
Further Complexity – the conversation economy
Awareness Consideration Preference Action Loyalty
COMPLEXITY
Co-ordination and sharingRequires fusion of ideas about products, services, companies, brand awareness.
Traditional model not applicableSilos and independent teams working apart does not work online.
Who should be championing the web strategy?
How do you manage truly transformational digital strategies and win? What steps do you take to ensure that you stay ahead?
Scent Optimisation
Origins:Xerox, Palo Alto Research LabsPart of information foraging theory – information scent
“humans forage for information on the Internet in much the same way animals follow scent and visual cues to find food.”
Managing scent from source to sale and adopting a continuous improvement methodology
Brand Zealots Prospects who know us
Prospects who don’tknow usUlterior motive visitors
Online marketing
Website Customer journey
Action
Who do we want to visit our website?
- Beyond demographics- Buying modality - Online needs- Relationship
How do we plan to get them there?
- Lay scent trail – where are they are online, define - full set of influencers.- Identify marketing opportunities within your control.- Enable ambassadors to promote you
What actions do we want visitors to take and how do we enable them to
succeed?
- Understand their needs through multiplicity analysis
- Guide customers to success. - Implement & rinse and repeat.
In 2004, about 40% of people visited a homepage and then drilled down to where they wanted to.
In 2008, said Dr Nielsen, only 25% of people travel via a homepage. The rest search and get straight there.
Jacob Nielsen, UseIt
Home Page playing less of a role in the information foraging process
20042008
Embrace traffic distribution and content dissemination
“Pull to point- I find that I read more things that have been pointed to by others, rather than only those which I pull down myself.”
John Battelle, The Search
20042008
Customer choice
The 2008 consumer snacks on digital content in multiple ways utilising an array of devices…
Customer choice
Transparency and truth – the voice of the customer
Multiplicity of web analytics – give up the dream for the single source of truth
Avinash Kaushik, Mental Model
Search – beyond Google
The Upstarts
CUIL.COMMORE NOISE, LESS SIGNAL
Good timing = underdog, impressive
pedigree, unique presentation,
relevancy? largest index privacy, page
rank versus subject specific, old school search.
POWERSET.COM & LIMITED, BEEN THERE DONE THAT
Powerset = big hype, natural language
versus pattern matching, scaleable? tried before, ask contrary to searcher conditioning
microsoft.
A long shot…
HARD DRIVE SEARCH
(SPOTLIGHT)
BROWSER
(SAFARI)
MOBILE PLATFORM
(IPHONE)ONLINE SERVICES
(ITUNES)
ONLINE MUSIC STORE
(ITUNES)
FANATICALCOMMUNITY
The Usual Suspects
SEARCH
SEARCH
COMMUNICATIONS&
SOCIAL NETWORKS
SEARCH
COMMUNICATIONS&
SOCIAL NETWORKS
ONLINE PRODUCTIVITY
SERVICES
SEARCH
INFO. & CONTENT
COMMUNICATIONS&
SOCIAL NETWORKS
ONLINE PRODUCTIVITY
SERVICES
SEARCH
INFO. & CONTENT
COMMUNICATIONS&
SOCIAL NETWORKS
ONLINE PRODUCTIVITY
SERVICES
REVENUE GENERATING ADVERTISING PLATFORM
Relevancy based on behavioural usage data and not webpage and citation attributes.
Ability to search and render highly relevant results across verticals.
Infrastructure for high definition video & data – data centres, content delivery search and contextual ad placement.
