Track 2: Online Marketing Design
Your interactive properties (website, mobile apps, emails, etc.) must be easy for your customers to understand and use. At the same time, they must properly communicate your brand values and personality-getting the mix right is a challenge. But fear not – these design experts will reveal the ins and outs of making your online communications attractive, useful and valuable.
Your website goals, your customers' goals and current, de facto standards dictate the nuts and bolts of website design. De facto standards developed out of technical constraints and years of experience. From these beginnings, creative web designers do their utmost to fashion a pleasing user experience that is intuitive, communicates brand attributes and enhances the likelihood of success. Learn the fundamentals, the process and some advanced tips and tricks for generating a website that is easy on the eye, conceptually logical and painless to enhance.
Your customers want access to your information and applications via the most convenient channel and will penalize you if you're not living up to their expectations. Different devices call for different design sensibilities. Tablets and smart phones embody unique limitations and advantages. This session focuses on how people use portable devices differently and how touch screen technology calls for a new interface philosophy. Keeping up with customers and ahead of the competition just got harder.
While social media takes the spotlight, email continues to be the workhorse of customer communication. The success of email communication can be measured in terms of opens, clickthroughs and subsequent interactions. Improving those numbers requires understanding how email is consumed, how different email clients display your message and how customer behavior is changing when it comes to email.
From casual card sorting exercises to formal laboratory testing, usability has been the heart of user interface design. This is the art and science of studying how real people interact with a website or a device. How well you design and develop your user interface depends on how well you know your audience and how closely you observe their behavior. Whether your budget is significant or nonexistent, this session will acquaint you with the tools and the rules for knowing what your users will like and what will send them over the edge.
Tracking clickthroughs and pageviews reveals what people did on your website. But why did they do it and how do they feel about it? Focus groups, panels, surveys and social media monitoring provide a window into the hearts and minds of your target audience. But when should you use which? And just how much intelligence can be really be gleaned from a focus group and how useful can a survey be?
Jon Gelberg, Chief Content Officer, Blue Fountain Media
Gabriel Shaoolian, CEO & Founder, Blue Fountain Media
We've assembled a serious number of experts with significant experience. This is the session where we turn them loose on your site. Bring your best work and be prepared to be publicly skewered. This panel of top-level consultants will take one look at your site and show you errors and omissions that will make you cringe – and give you a list of specific changes you can make that will improve your web marketing efforts overnight. First come, first served so if you want your site on the examination table, be sure to sit up front – bribes have been known to work as well.
Session 2a. Website User Interface Design
Amy Africa, CEO, Eight by EightYour website goals, your customers' goals and current, de facto standards dictate the nuts and bolts of website design. De facto standards developed out of technical constraints and years of experience. From these beginnings, creative web designers do their utmost to fashion a pleasing user experience that is intuitive, communicates brand attributes and enhances the likelihood of success. Learn the fundamentals, the process and some advanced tips and tricks for generating a website that is easy on the eye, conceptually logical and painless to enhance.
Session 2b. Designing for Mobile & Tablets
Vikram SinghYour customers want access to your information and applications via the most convenient channel and will penalize you if you're not living up to their expectations. Different devices call for different design sensibilities. Tablets and smart phones embody unique limitations and advantages. This session focuses on how people use portable devices differently and how touch screen technology calls for a new interface philosophy. Keeping up with customers and ahead of the competition just got harder.
Session 2c. Designing Winning Email
Amy Africa, CEO, Eight by EightWhile social media takes the spotlight, email continues to be the workhorse of customer communication. The success of email communication can be measured in terms of opens, clickthroughs and subsequent interactions. Improving those numbers requires understanding how email is consumed, how different email clients display your message and how customer behavior is changing when it comes to email.
Session 2d. Usability Studies
Kathleen Fealy, President, Web Strategist Consultant, Certified Usability Analyst, KF Multimedia & Web, Inc.From casual card sorting exercises to formal laboratory testing, usability has been the heart of user interface design. This is the art and science of studying how real people interact with a website or a device. How well you design and develop your user interface depends on how well you know your audience and how closely you observe their behavior. Whether your budget is significant or nonexistent, this session will acquaint you with the tools and the rules for knowing what your users will like and what will send them over the edge.
Session 2e. The Voice of Customer: Insight from the Sources Mouth
Stefan Tornquist, Vice President, Research (US), EconsultancyTracking clickthroughs and pageviews reveals what people did on your website. But why did they do it and how do they feel about it? Focus groups, panels, surveys and social media monitoring provide a window into the hearts and minds of your target audience. But when should you use which? And just how much intelligence can be really be gleaned from a focus group and how useful can a survey be?
Session 2f. Web Site Clinic – Only for the Brave
Amy Africa, CEO, Eight by EightJon Gelberg, Chief Content Officer, Blue Fountain Media
Gabriel Shaoolian, CEO & Founder, Blue Fountain Media
We've assembled a serious number of experts with significant experience. This is the session where we turn them loose on your site. Bring your best work and be prepared to be publicly skewered. This panel of top-level consultants will take one look at your site and show you errors and omissions that will make you cringe – and give you a list of specific changes you can make that will improve your web marketing efforts overnight. First come, first served so if you want your site on the examination table, be sure to sit up front – bribes have been known to work as well.
