Ideation & Design: how to build a strong digital business · generally created by business analysts, user experience designers, developers, visual designers and other roles with expertise

Giorgio Soffiato

Ideation & Design: how to build a strong digital business

Marketing Arena

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International Management

In this presentation our target is to focus on the digital business model and the basic steps to design a website, we’ll discuss:

• Digital Business Models

• Website design

• Keyword strategy

We want you to focus on the business assets and their performance

Digital Ecosystem

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Case study :-)

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CAMPANI GROUP Novembre 2016

Esserci - Sito web

Social Media benchmark (Fanpage Karma)4


Esserci - Sito web

Social pages flow5


Esserci - Sito web

Website performance (gtmetrix)

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Esserci - Sito web

Search Engine Result Page Anatomy7


Esserci - Sito web

Picture Analysis8


Esserci - Sito web

Conversion Flow Analysis9


Esserci - Sito web

Search Engine bugs

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Esserci - Sito web

8 cose da fare domattina

• Ottimizzare il sito lato SEO • Ottimizzare il sito lato Conversioni • Impostare la Social Strategy • Puntare sui video • Installare Hotjar • Attivare una strategia basata sulle newsletter • Ottimizzare il PPC • Misurare le conversioni e non solo i lead (BDC?)

Checklist / what to do11


landing che convertono

Best practice12


servizi

Ideas13


servizi

Ideas14

Back to Digital Touchpoints

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Digital Ecosystem

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Micromoments

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Touchpoints

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Touchpoints

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Touchpoints - Brand

“The life of a Bolt” - http://www.redbullracing.com/article/life-bolt

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http://www.redbullracing.com/article/life-bolt


Touchpoints

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Touchpoints - Lead

• Strong targeting

• Call to action

• Persuasive copywriting

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Touchpoints - Lead

Take a look at the promo or buy the course

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Digital Business Models

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Digital Business modeling

https://www.warbyparker.com/

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The Subscription Model

Disrupts through “lock-in” by taking a product or service that is traditionally purchased on an “ad hoc” basis, and locking-in repeat custom by charging a subscription fee for continued access to the product/service

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The Freemium Model

Disrupts through digital sampling, where users pay for a basic service or product with their data or ‘eyeballs’, rather than money, and then charging to upgrade to the full offer. Works where marginal cost for extra units and distribution are lower than advertising revenue or the sale of personal data


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The Free Model

Disrupts with an ‘if-you’re-not-paying-for-the-product-you-are-the-product’ model that involves selling personal data or ‘advertising eyeballs’ harvested by offering consumers a ‘free’ product or service that captures their data/attention


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The Marketplace Model

Disrupts with the provision of a digital marketplace that brings together buyers and sellers directly, in return for a transaction or placement fee or commission


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The Access-over-ownership Model

Disrupts by providing temporary access to goods and services traditionally only available through purchase. Includes ‘Sharing Economy’ disruptors, which takes a commission from people monetising their assets (home, car, capital) by lending them to ‘borrowers’


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The Hypermarket Model

Disrupts by ‘brand bombing’ using sheer market power and scale to crush competition, often by selling below cost price


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The Experience Model

Disrupts by providing a superior experience, for which people are prepared to pay


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The Pyramid Model

Disrupts by recruiting an army of resellers and affiliates who are often paid on a commission-only model


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The On-Demand Model

Disrupts by monetising time and selling instant-access at a premium. Includes taking a commission from people with money but no time who pay for goods and services delivered or fulfilled by people with time but no money


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The Ecosystem Model

Disrupts by selling an interlocking and interdependent suite of products and services that increase in value as more are purchased. Creates consumer dependency.


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Reason why

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Strategy

Why are we using thing media? As an example: Social Media

SMEBIG COMPANY

B2B

B2C

Help my salespeople (video)

Drive to store or couponingCustomer care or storytelling

Case Studies

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Website

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First of all we tell to our customer how we are going to work and what are the milestones

Milestones

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Milestones

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Milestones

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Milestones

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Milestones

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Milestones

Then we explain our idea, in this case the “mobile first approach”

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Personas

User Goal: what a user needs and how we can help him

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We need to design custom landing pages

Design

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We need to design custom landing pages based on user needs

Design

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DesignWe need to design custom landing pages based on user needs starting from personas

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Design

In fact, your site’s architecture - the way pages are linked together - should be a key part of your business planning. It’s that important.

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Design

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Nel corso di questa presentazione vedremo insieme

- Debrief ed obiettivi

- Come sono presenti i competitor sui social

- Overview sui contenuti

- Idee e proposte per la gestione della fanpage

- Focus ADV

Design

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Design

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Design

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Design

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Wireframe

A website wireframe, also known as a page schematic or screen blueprint, is a visual guide that represents the skeletal framework of a website. The wireframe usually lacks typographic style, color, or graphics, since the main focus lies in functionality, behavior, and priority of content. In other words, it focuses on what a screen does, not what it looks like.

Wireframes can be pencil drawings or sketches on a whiteboard, or they can be produced by means of a broad array of free or commercial software applications. Wireframes are generally created by business analysts, user experience designers, developers, visual designers and other roles with expertise in interaction design, information architecture and user research. Wireframes focus on:

• The range of functions available • The relative priorities of the information and functions • The rules for displaying certain kinds of information • The effect of different scenarios on the display

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Wireframe

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Wireframe

Our target is to analyze the size of the future design

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Design

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Design

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SEO & Keyword search

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Keyword set

For your website it is very important to write a keyword set:

• It will help you with the content management

• It is the core of a SEO strategy

• It will help you map competitor’s activity

We are not interested in positioning, we are interested in good traffic

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Keyword set - Ubersuggest

https://ubersuggest.io/

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User Persona

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User Persona Needs

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User Persona Needs

Keyword set

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User Persona Needs

Keyword set

Content & Landing

Page68

Key takeaways for our project

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Key Takeaways

To do list:

• Define the best business model for your idea / brief

• Try to imagine and design the path to purchase and the call to action / conversion touchpoints

• Map the keyword set

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Thank’s

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Documents

Ideation & Design: how to build a strong digital business · generally created by business analysts, user experience designers, developers, visual designers and other roles with expertise