Author: workhouse123
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Campaign Budget
The next stage campaign budget involves taking decisions on the type of budgets which the client would want to spend on each separate channel and also the way they would want to allocate that spend across different buying options. They would also need to do prior research on historical RoI vs spends for campaigns across similar businesses/industries…
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Campaign Planning and Budgeting
The first two stages of campaign management involve firms developing initial planning and taking decisions on overall and channel-specific budget that they would want to spend on digital campaigns. This is crucial to make sure marketers have strong insights into the kind of campaigns they want to run and the type of RoI they would…
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BASIC ELEMENTS OF DIGITAL CAMPAIGN MANAGEMENT
Campaign management at its most basic level involves a set of planned activities towards achieving desired marketing objectives. As discussed in Chapter 6, in the section titled, ‘Digital Media Planning Stages,’ for executing any digital marketing campaign a firm needs to assess its 6S digital implementation state, specific business objectives, offerings mix, and present lifestyle stage…
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BASIC ELEMENTS OF DIGITAL CAMPAIGNS
In the last two chapters (6 and 7), we studied the third phase of ASCOR Digital Marketing Framework to understand the concepts of digital media planning and its key stages. We also looked at the steps to develop a marketing communications strategy and a basic introduction to key digital marketing channels. In this chapter, we will start with a…
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Measuring Service Quality Elements
With an understanding of the concepts of web usability and evaluation, in this last section, we would look at key service quality elements which firms should take into consideration while developing their service quality. With the rise of e-services, concepts like e-tailing, customer support, service delivery models, etc., have become important for firms to understand…
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Usability Evaluation
It involves techniques to assess application functionality, verify the impact of the interface on users, and identify intermittent problems which might emerge. Evaluation can be performed either as formative evaluation (which takes place during design) or summative evaluation (which takes place after the product has been developed). There are typically two broad categories of evaluation…
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Understanding Web Usability and Evaluation
Apart from user design, the other aspect which is key to any web-development effort is its usability. As discussed earlier, usability is about executing web transactions effectively and making sure that users are satisfied with their interactions and find the web experience, easy, intuitive, and relevant. Usability evaluation is typically performed as an extension to…
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Implementation of Interaction Design
With an understanding of the basics of user experience in the last section, we move ahead to study how application of interaction design concepts can help companies develop superior user experience. Interaction design as a field forms a part of the growing prominence of Human- Computer Interaction (HCI), but covers only a part of HCI.…
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Difference between User Experience and Usability
Typically, user experience is confused with usability while both of them are different. Let us look at some key differences below. Elements of User Experience To help develop a clear understanding of the elements of user experience which influence a visitor’s interaction with a website, Jesse James Garrett has shared Fig. 7.3 showing five planes as the…
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Understanding Elements of User Experience
With the growth of ‘user experience’ as an emerging concept in web design and development, we first need to understand how its application differentiates from and is superior to the general concepts of functionality and design itself. In his prominent book The Elements of User Experience, Jesse James Garrett, has shared that the fundamental difference which…