Return on Engagement: Content Strategy and Web Design Techniques for Digital Marketing
In the world of web design, if one wants to create a successful web site, one needs an effective content strategy. Return on Engagement shows web designers and developers how to implement an effective content strategy and how to stay ahead in the rapidly changing industry of web design. It presents best practices in terms of web design through a marketing function: content strategy, SEO, social media marketing, and success measurement to help web designers implement a strategy that ensures success for the site they are building. Return on Engagement shows web designers and developers how to not just design an aesthetically pleasing, functional website. This book shows those professionals how to implement marketing strategies and analysis into their website, thus ensuring its success.
Nearly 3 years since the previous edition published, new best practices have been formed. Tools in which web developers use to analyze website metrics have advanced. New social media networks and communities have cropped up. New research in how audiences read and receive content has been done, subsequently refining best digital marketing practices.
Return on Engagement features a step-by-step breakdown of how to use new tools, techniques, and technologies. The new edition also includes updated case studies of industry leaders who implement best practices on projects. Return on Engagement also features a regularly updated companion site that offers readers sample content, easy sharing tools, and web-based resources to help measure marketing viability of web properties.
Results 1-5 of 5
Identifying Relevant Key Performance Indicators (KPIs), Targets, and Objectives.
Relevant performance metrics for both engagement and conversion track
audience actions, like shares and purchases, rather than passive behaviors like
Set the stage for effective analysis by choosing Key Performance Indicators,
targets, and segments before you begin creating content. When the performance
data comes in, you«ll have a plan in place to make your two key decisions: What
KPIs, or key performance indicators, live up to their name: they indicate whether
or not an initiative is succeeding in its goal. You can and should measure a range
of things for your website and digital campaigns, but when planning your overall
The best way to set targets is to review historical performance and then establish
a reasonable next step. If you don«t have historical performance to fall back on,
just pick a number that feels reasonable and give it a try. That may seem informal
You have reached your viewing limit for this book.