Digital Marketing

Media Hub Digital Community Icon

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. traditional marketing and digital marketing’s goals are to increase company visibility. but you should consider the characteristics of the platform to deal with it individually when you thinking the Digital marketing plan.

Digital Marketing INCLUDE

Search Engine Marketing a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimisation  (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay pre click (PPC) listings.

Social Media Marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analysing your results, and running social media advertisements. i will talk two most popular social media- Face book VS Instagram.

Face book:

They allow a product to provide videos, photos, longer descriptions, and testimonials where followers can comment on the product pages for others to see. Facebook can link back to the product’s Twitter page, as well as send out event reminders. As of May 2015, 93% of businesses marketers use Facebook to promote their brand. A study from 2011 attributed 84% of “engagement” or clicks and likes that link back to Facebook advertising.By 2014, Facebook had restricted the content published from business and brand pages. Adjustments in Facebook algorithms have reduced the audience for non-paying business pages (that have at least 500,000 “Likes”) from 16% in 2012 down to 2% in February 2014.

What does Facebook have to offer:

a:Reach

b:Engagement

c:Demographic

d:Performance of ads


Instagram:

  • Instagram has over 800million active monthly users
  • 60% of adults online use Instagram
  • 80% of the app’s user base is outside the U.S.
  • There are 25 million business profiles on Instagram
  • 50% follow at least one business, and 60% say they’ve learned of a product or service through the platform

It’s clear that Instagram isn’t just for personal use anymore. It’s now a global platform that allows brands to humanise their content, recruit new talent, showcase products, and inspire their audience.

Instagram users aren’t just active, they’re engaged. This photo and video sharing app has quickly turned into a top social media site.

What does Instagram have to offer:

a: Reach

b: Engagement

c:Traffic engagement

d:Demographic

Comparing Instagram and Facebook

Instagram for better engagement,Instagram outperforms Facebook when it comes to engagement. a new whip study proves this fact by comparing the average likes for posts on the two platforms. 

Facebook for higher visibility, when it comes to reach, Facebook has authority over Instagram. Not only does it have a much larger user base, but it also has acceptance across most age groups. 

 Instagram to reach a younger audience, Instagram appeals to a younger audience, and it’s the perfect platform to engage a younger customer base.

Facebook for distributing information, Facebook gives you the freedom to share unlimited links to your blogs and product pages. So if your goal is to distribute informational posts and promote your blog posts, it would be a better option than Instagram.

3.Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience, ultimately, to drive profitable customer action .Content marketing refers to the act of sharing knowledge, advice, or entertainment in a consumable format that include:Blog articles, Videos, Email, Ebook, Podcasts…i’ll talk about Emil marketing.

Illustration of mail icon

Email marketing:

Marketing your products or services by email can be a fast, flexible and cost-effective way of reaching new customers and retaining existing customers.

Email marketing can allow you to create targeted and personalised messages. This can help you to build meaningful relationships with your customers. It can also improve response rates to your direct marketing campaigns.

Advantages of email marketing:

Speed

One of the benefits of email marketing strategy for small business is that the time it takes to create an e-mail newsletter is a lot shorter than creating campaigns for traditional media. You can take advantage of already made e-mail templates to speed up the process or make your own and reuse it.

Low Cost

Sending out e-mail newsletters is very cost effective. There are a lot of free options such as Mailchimp that a lot of startups take advantage of. There are tons of them, you just have to look and find the best email marketing tool for yourself.

Ease

Learning how to send and create an email marketing campaign is fairly straight forward and there isn’t a huge learning curve for your email marketing strategy for small business.

Personalisation

One of the benefits of email marketing platforms is that you can start segmenting your customers and creating different lists. This allows you to send different messages to different customers, e.g. gift ideas for him to your female customers and gift ideas for her to your male customers.

Disadvantages of email marketing:

Spam – commercial email or ‘spam’ irritates consumers. If your messages aren’t targeted to the right people, the recipient may delete your email or unsubscribe. You need to make sure that your email marketing complies with privacy and data protection rules, and that it is properly targeted at people who want to receive it. The ‘click through rate’ for untargeted emails is likely to be very low.

Alienating readers

Don’t try and sell to your customers all the time. This can get frustrating for your audience and cause them to unsubscribe or be disengaged.

K-Run App Marketing plan

what

Value proposition: K-Run is a social app for runner, download our app to make your run more fun, K-Run including GPS run tracking,Audio-Guided Runs, weekly, monthly challenges, customised coaching plans for your goals, music…also you can meet some friends to running together, and allow sharing your achievement to your friend.

who

marketing target: professional runner, amateur runner, runner, people who would like to meet some friends to running together, sport-lover, sociable, energetic, dynamic ,love heathy life , age18-48

Empathy map

Persona

when

Morning, evening, weekend, anytime

where

out door

how

Our Vision: Make running more fun, help people to find a running buddy near them to running together.

Our Mission: 100 times download on first month,600 times download on next 3 months.

1.Strategy: Social Media Campaign

2.How to: Use Face book page , E-mail campaign link to Marketing website

3.Task list

Face book:

Facebook is one of the first places people go to learn about the products they want to buy. that means it’s also probably the best place for social marketing campaigns.

a. Create a home page.

b. Create custom tabs

c. Add milestones:face book support adding milestones, which allows us keep track of important events in our business, we can use this to highlight some of your biggest accomplishments, such as fan growth, awards, product launches and other big things.

d. Tag other pages and other users: allow other users to post content on your timeline, make your page become more engaging and active.

e. Create an offline event : bring more potential consumers come to the offline running event, try to introduce K-run app on the event to enhance consumers’s brand and product memory.

E-mail (mailchimp):

Email campaign has become one of the most effective marketing campaign with its advantages of low cost, fast delivery speed, accuracy, personalised and easy operation.

a.Create contact lists

b.Create e-mail campaign

c.Create campaign’s name

d.Design e-mail’ content

e.Schedule for campaign

why

SMART marketing objectives: 100 times download on first month,600 times download on next 3 months.

“Song Lyrics” App (react part)

React is a javascript library created by facebook that was developed to aid developers in building UI components.  It has many useful features that make setting up a Single Page Application (SPA) relatively easy. Firstly it has a tool that creates a development server that uses webpack to compile React, JSX, ES6 and css files.  And ESLint to catch and warn of errors in the code.

React is built using components.  Components allows for efficient use of code by allowing code to be recycled, used again or removed and replaced without having to make wholesale changes.   For example trying out different APIs that carry out similar functions like spotify or musixmatch api that maybe have or offer different functions. This can be done more easily as you would be changing just one or two components.  

For this SPA I used https://rapidapi.com to search for a lyric searching api that was free and legal to use.  I decided to use musixmatch api because it had the lowest latency and it was the most popular api that people were using.

Although React allows a lot of flexibility in doing things.  There is no conforming convention that say things must be done a certain way and for a novice that can be a bit daunting as when trying to get things to work it is not always easy to figure out why a certain component is not working.  Is it because of the code or is it because I don’t have the necessary extension or environment setup to enable this function? This was part of my learning curve in learning to use react and the multitude of components that are needed to make it work. 

One hurdle I had to overcome was the way things were documented. It is difficult when there are gaps in my knowledge. I had to create an .env file that was needed to store the api key to get it to work. It was assumed that I knew that and it was only after some research that i knew that I needed to download extensions to write an .env and get the app responding.

Advantages:

Most components are easy to get to work as they have examples that show how to execute it.  And how React is structure makes it easy to fit all the pieces together if you follow the guides.

Development

There is a strong community developing tools for react this helps in keeping up pace with your own development as you upgrade your components with new functions.  For the future I hope i can improve my app by including translations or linking music with the lyrics highlighting it karaoke style.

“Song Lyrics” App (design part)

“song lyrics” app UI design is inspired by the ethereal beauty of the Northern Lights.

Because I want to create a simple ,clean page, so only choose green, black, white for the color palette.

as i using logo for the header so i need to thinking how to create a nice logo for my app first.when people talking about lyrics i always thinking something like music, song ,audio and character.

in the final logo, i used the combination of notes , letters, and added a thick black line below the letters, which represented that the song is composed of music and lyrics.

the typography i decided using helvetica neue condensed black for headline, helvetica regular for body text. helvetica is a type of clean ,simple typography ,just exactly what i need to my app.

i also create a persona for app. Nina is a software engineer who living in Brazil, she loves music and thinking “behind every favorite song ,there is an untold story”.she feels annoyance can’t find lyrics from spotify or apple music.(haha, she needs check my app)

very clean , simple ,useful app done !

The Importance Of Conventions And Patterns In UI Design

When we open Dribbble ,Pinterest, Instagram these App ,it is difficult to distinguish the difference between each other: a non-serif font headline with a rounded edge and a modern sense, a minimalist black-and-white tone-based interface, a large amount of white space, a small amount of brightening color, and even no mention Bright color. This modern interface design style is very simple at first glance. The irony is that they are from the largest companies, the most popular and the most widely-received products. In terms of visual perception, people feel that they have "nearly been designed.i think visual and information fatigue of a large number of APPs is a real existence that no one can ignore. Most people are tired of switching back and forth between too many applications. Every time you download a new app, it takes a lot of time to re-learn how to use.the following points are my opinion why conventions and patterns are important for UI design.

1.Easily

Conventions design allows users to easily learn the operation, without the need for relevant personnel to go through the instructions one by one designing the user interface, it's important to remember the interactions between human cognition and the screen you design. Simplifying operations for users means not forcing users to increase their learning costs.Interface consistency ensures that users do not have to add additional learning costs for each task. In addition, establishing a platform design specification allows users to complete new tasks without having to learn a new set of tools. This sounds like a simple concept, but there are many examples of their design lacking consistency.Users tend to apply their experience outside of your website or product, bringing a range of their own expectations. Anger or frustration is understandable when users are hindered from achieving their goals. Blindness often leads to frustration for users, and frustration leads to a bad user experience. Therefore, every touch point should be eliminated as much as possible to give users a sense of confusion.

2.Usability

After the user uses it, an accurate mental mode will be established. After familiarizing with one interface, switching to another interface can easily guess various functions, and it is easy to understand how to operate.

3.Good visual effect

Conventions design brings a good visual effect, giving the user a highly unified feeling, the interface is simple and orderly, and the experience is increased.
good example of convention and patterns design app – everything is organized
I think conventions and patterns is very important for UI design, but also need to know how to balance and apply. Don't let them be the reason  stay in the comfort zone, learn to speculate and overthrow myself to make progress and make breakthroughs.

An Post-The Final Solution

The final phase of my solution will be to produce a digital prototype of my proposed solution.After research, empathy map, user personas, user testing, I clearly found the problems with an post mobile site, i use Justinmind to created new prototype, the best thing about Justinmind is its ease in designing and prototyping mobile and web applications. It comes preconfigured with widgets and icons to help me put the design element in places with ease. There is a learning curve but with its easy to use interface, it doesn’t take much to learn the layout. Another thing i like about justinmind is the easy editing of existing widget texts and colours.

An Post Mobile Site – Home page

multilingual setting 

First I crated multilingual setting on the top of site as during the search I found that foreigners are the most user to use the postal service.The more professional and accessible website is, the more customers will gain and the more loyal they will be. Of course it’s not just about convincing people to visit website, it’s about converting those visitors into loyal customers. most visitors leave a site somewhere after a visit lasting between 0-8 seconds (source). This means that website content needs to be engaging and, even more importantly, translated accurately. if likely spent valuable time and money making website’s English content amazing, so it’s vital to do the same when translating pages to other languages. and people feel safer making online purchases in their own language. They have more trust in the website overall, they can get a better feel for the products and services the provide, and they’re more comfortable with the checkout process if there is one. By creating a multilingual website for your customers also know that you went the extra mile to make their experience as easy as possible. The confidence customers have in the services will grow as a result and the brand will become synonymous with trust, reliability, and excellent customer service.

search bar

I also created search bar for An Post mobile site as Hua was very confused and spent lots of time looking for some information about “Address pal” on the web page during using testing.Search Bar is a simple quadrilateral that sets everything straight, to enhance the user experience, Search bar plays a huge role in the sense that it allows users to search through your website quickly and easily. people on mobile devices are far more finicky than those on desktops. As a mobile user myself, I know that I’m always in a hurry trying to find what I need quickly on the go.so quicker search-ability means, you are reducing the extra effort that your customer might have to implement, had there been no such option. whichever page a visitor lands on, they can search for what they want.  This allows people access to some of the hidden content that would take much longer to find by clicking through countless pages.

KISS-keep it simple ,stupid

Keep it simple, stupid (KISS) is a design principle which states that designs and/or systems should be as simple as possible. Wherever possible, complexity should be avoided in a system—as simplicity guarantees the greatest levels of user acceptance and interaction. KISS is used in a variety of disciplines, such as interface design, product design, and software development.–from Wikipedia

This is a practical matter as much as anything else – things that are large and complicated will all but inevitably become slow on a mobile device, and one of their main demands is instant delivery of the content they want.

Simple designs also make it easy to keep their attention on the content you want them to see – mobile users often have notoriously short attention spans, and there’s definitely a point where keeping things simple can be more valuable than investing in an elaborate, complex theme. so i created 10 big simple Icon with button (which i think most people use for an post website) instead too much information sections,  its much easier , cleanlier, faster for users.

Calculate the postage

I think calculate the postage is the worst part in An Post mobile site, text and image are too small ,form design is too complicated and small, so i build a calculate form to resolve these problems.i try to eliminating unnecessary fields, keep it short and sample, and radio buttons let user without typing.

price result

I also created “show details” button to hide some details information to make interface not too messy ,and sort selector button to show different result user wants.smaller touch targets are a common source of problems for mobile users — mistaken taps often happen because of small touch controls. When i designing mobile interfaces, it’s best to make buttons big enough so they’re easy for users to tap. 

An Post-User Testing

source:http://www.rahimhaji.com

No matter how much expert knowledge and experience you have, you can’t know everything, You can’t always judge situations perfectly.user testing is a great way to discover problems with your website or app, And to increase empathy with your users. 

Silicon Valley HBO:Usability Test

A simple and complete test can be roughly divided into four steps

1.Definition and Setting: plan the test, figure out exactly what you’re testing and whether you will test it in person or remotely.

2.Recruitment of Subjects: find the right users for testing, user will directly affect the results after the test, so the selection needs to be based on the target population of the product. This benchmark is multifaceted and can be based on basic background information (gender, age, education level, etc.) or user abilities. The more detailed the benchmark the more likely it is to recruit eligible subjects.

3.Test and Observation: in the test environment, try to select a room or environment with less interference to avoid affecting the test. Before the test is carried out,  should first explain the process and purpose of the test, and then explain the test and the way the personal data is processed. The process of recording the subject’s interaction with the product, if testing a app, can record the app’s screen during the test, pay attention at user expression and gesture .during the tests, make sure that you do not influence the opinion of the users in any way. Do not ask them questions that lead them to a particular answer like Do you think this page is too bright? For your questions in a neutral manner. Also, do not look for feedback in the test. The objective of the test is to get the task done rather than to check what they think is the best color for the dashboard.

4.Result Analysis: Keep an open mind towards the test as some finding may be completely opposite to your assumptions. That is the point of user testing, don’t get too attached to the design. Improve based on the results and feedback of the test. You can highlight the issues that come up in the test in your reports and use them as a starting point for the next versions.It is important that you conduct usability tests often to achieve the maximum benefits from the whole process. If you plan ahead and plan for contingencies, usability tests can be very easy to set up and can easily be integrated into your development cycle.

Depending on the scale and time course, the steps in the test can be adjusted according.

user testing 1

User testing 1, Kwen thinking the good thing in An Post mobile site : easy to find tracking number , the price calculate on the top on of home page ,and easy to go back home page on every section.something not good is :whole page is too long and home page is too many information for a mobile site, needs to scroll up and down all the time.the price calculate is not friendly for use which have to click so many times and the button, text and image are too small have to zoom in to see it clearly.

An Post-User Personas

Personas are fictional characters designers use to reflect user types, pinpointing who they are and what they do with products in relevant contexts. Designers create personas from user data, to understand user characteristics, needs, goals, etc. and gain valuable insights into user journeys, and later, test prototypes.

i created two user personas for An Post to Understanding the needs of users is vital to developing a successful website.

persona 1

Drew is graphics design student who from France to studying in Dublin, he enjoys personalising and customising his possessions . Drew tends to spend a lot of his spare time drawing and music.he prefer shopping online more than shopping on the stores, he think shopping online not just save time and also get the better price.but one thing very annoyance him is some items from Amazon or eBey doesn’t ship to Ireland.he heard An Post has a new service call”Address pal” that gives customers the use of  a proxy address for the delivery of online shopping from the UK,US and beyond.he decided going to An Post website have a look and check how much charge parcel delivery from Dublin to Nice as he would like to sent some Christmas present for his family.

An post website homepage without search bar was confusing Drew where should to find the “Address pal”, eventually he found it on “receiving” section after clicked into “post and parcel” page from home page. he can’t find the price from the home page either, have to clicked into “post and parcel” page ,then clicked into “sending” section, then clicked into “postal rates”,then clicked”parcel”,finally him found some details of the price.Drew think an post website should more clean and easy to use ,let people spend less time to find what information they want.

persona template from:Arthur Chayka

persona 2

Kate is a retired teacher who lives with her husband and a dog in Dublin.she loves cook and handcraft.she would like send some handmade jam and cookies to her son (who living and working in London).she doesn’t use desktop if not necessary, so she try to make a post delivery order from An Post mobile website.she think An Post mobile browser is too many information on the home page and the text is bit small, she needs put glasses on to help her read the test clearly.

persona template from : pinterest

An Post-Empathy Map

empathy

Empathy is the experience of understanding another person’s thoughts, feelings, and condition from their point of view, rather than from your own. You can imagine yourself in their place in order to understand what they are feeling or experiencing. Empathy facilitates prosocial (helping) behaviors that come from within, rather than being forced, so that we behave in a more compassionate manner. Although there may be a genetic basis to empathy, research suggests it is possible to boost your capacity for empathic understanding.

source: swirlnationblog.com

empathy map

An empathy map is UX design asset that helps designers and non-designers understand and visualizer a user’s needs and being sensitive to the feelings, thoughts, and experiences of user.empathy map it’s a most useful(easy and fast to create) tool to helps we better understand user. for a good website , you need to know your users and care about their livers, what’s the user exactly would do and how they think. empathy map should create at the beginning of the design process after user research but before requirement and concepting. the only materials needed are makers, large sheets of paper ,white board, plenty of sticky notes, you can sketch your map or download free template online.

source:Solutions

an post empathy map 1

Drew is graphics design student who from France to studying in Dublin, he enjoys personalising and customising his possessions . Drew tends to spend a lot of his spare time drawing and music.he prefer shopping online more than shopping on the stores, he think shopping online not just save time and also get the better price.but one thing very annoyance him is some items from Amazon or eBey doesn’t ship to Ireland.he heard An Post has a new service call”Address pal” that gives customers the use of  a proxy address for the delivery of online shopping from the UK,US and beyond.he decided going to An Post website have a look and check how much charge parcel delivery from Dublin to Nice as he would like to sent some Christmas present for his family.

An post website homepage without search bar was confusing Drew where should to find the “Address pal”, eventually he found it on “receiving” section after clicked into “post and parcel” page from home page. he can’t find the price from the home page either, have to clicked into “post and parcel” page ,then clicked into “sending” section, then clicked into “postal rates”,then clicked”parcel”,finally him found some details of the price.Drew think an post website should more clean and easy to use ,let people spend less time to find what information they want.

an post empathy map 2

Kate is a retired teacher who lives with her husband and a dog in Dublin.she loves cook and handcraft.she would like send some handmade jam and cookies to her son (who living and working in London).she doesn’t use desktop if not necessary as she got a present( a large screen smartphone) from her son, so she would like to try make a post delivery order from An Post mobile website.she think An Post mobile browser is too many information on the home page and the text is bit small, she needs put glasses on to help her read the test clearly.