Category: Digital Marketing Operations Set-up

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…

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…

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…

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.…

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…

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…

In the earlier two parts of this chapter, we covered the basics of lead management, from lead generation to conversion marketing, and the basics of web development and content management. In this part, we will look at user experience and related service elements, which make it worthwhile for web visitors to arrive at the firm’s…

To manage the wide variety of content to be shared on a website, firms typically need a web content management system. A content management system (commonly referred to as CMS) is an application or a product which supports content acquisition, creation, collaboration, editing, and publishing to multiple platforms. Systems which help develop and manage such…

To create a useful and effective website, any web-development exercise needs to develop a robust information architecture which can successfully integrate content, site design, organization of pages, and navigation to the best support their visitor’s interests. The first step towards that includes developing a master site diagram that helps plan the high-level scope of the…

Pre-Planning for Web Development The key to any successful and integrated digital marketing program has to involve the development of a brand website which is considered to be ‘THE’ identity for the firm (although in the present period of mobile first, firms are constantly pushing clients to adopt mobile and other marketing apps for multiple…