MART 330 Integrated Digital Marketing

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Tutorial 5:

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Web site authoring, part 2

John Williams

Agenda

1. Test 2
2. Feedback on Assignment 2
3. Debrief on Mimic Pro, rounds 1–2
4. More improvements to your web pages on https://mart330-idm.neocities.org
5. More on JavaScript programming and Cookies

Test 2: Password

hellokitty

Assignment 2 Feedback

• Quite a few perfect 10s: well done!
• Common errors:
• invalid links (don’t work at all) & wrong links (e.g. to class site but not personal site), or links as text, not hyperlinks
• Read instructions carefully, and send test emails to yourself
• e.g. http://https//johnfrombluff.com/2017/Students/Wed09/.
• Far too many pages with invalid HTML! I warned everyone by email about this, several times. I won’t do that in future assignments. If you don’t know how to check, please ask during this tutorial.
• Quite a few mistakes and email conversations with me due to not reading the instructions carefully. But: if you don’t understand instructions, please ask!

Mimic Pro debrief

• Key is to have a plan, including expected results, and to compare expectation with actual results, then try to learn from this (Jump to→Ad Campaign)
• See which ads and keywords are working, i.e. …? (You tell me!)
• Watch the intro and rounds 2–10 videos again
• You tell me: what are the keys to success? What do they say in the videos?
• Also: you’re writing for a robot! No person will read your ads and landing pages. Following the advice is boring but it works!
• Product selection is as important as ad campaign optimisation. Think like a marketer!

Developing your web page(s)

• Long-term goal: develop your page to drive conversions (not necessarily selling something) and implement the principles you’ve learned in class
• Some time in the future, we’ll have a competition: a prize for whoever has the most followers, and a prize for the best page(s)
• based on a tutorial group vote, with the winners going to a class-wide vote
• On your class page, put a link to your personal site, so people can follow you, e.g. https://neocities.org/site/mart330-idm, near the top
• Pages with invalid HTML will be ineligible
• Personal sites without the tag “mart330” will be ineligible

JavaScript programming: fundamentals

• All programming languages share several important concepts:
• Variables
• Which have a name and a value, and the value can be assigned, e.g. x = 3
• Variables also have a type, e.g. integer, string, float (number with decimal place), …
• Control structures, e.g.:
• Conditionals: if some condition is true, then do something, else do something else
• Loops: while some condition is true, do something
• Functions, e.g. function add(x, y) { z = x + y; return z }, which are comprised of:
• A name: add
• A set of arguments: x, y
• A series of instructions, e.g. assigning values to variables z = x + y
• An optional return value: z
• JavaScript is an object oriented language, which means it has some features that not all programming languages have

JavaScript programming: Objects and the DOM

• Object oriented programming languages share several important concepts:
• Special variables called “objects”, which have more than one value. They have two types of values
• Methods: functions that act on variables contained in the object
• Fields: variables that are “part of” the object
• Objects are members of a class, which has pre-defined methods and fields.
• Objects are created with the new operator, e.g. d = new Date()
• Methods and fields are accessed via the dot operator, e.g. d.toString()
• JavaScript has access to the DOM (Document Object Model) of HTML pages, e.g. document.getElementById("footer").innerHTML = "<p>© John, 2017</p>"
• There is a lot more to JavaScript programming, but these are all the concepts used in the code you’ll be using

Cookies

• We introduced cookies last time, review that material if necessary
• This time, think about what other information you could store in a cookie that might be helpful in order to customise your page for each visitor, i.e.make the page “dynamic”
• Some properties of cookies, which vary by browser: (more info)
• They are stored by the browser, so if a user uses a different browser your cookie will not be available.
• They expire. If you want them to live on, you have to renew them before they expire.
• They have limited storage space (minimum 4 kb per cookie)
• Each cookie can only have a limited number of key=value pairs (minimum 20)

Summary

• Ensure that you learn from experience in Mimic Pro: see where your costs and revenue are coming from
• Consider the key metrics for ads and keywords
• Apply SEO principles covered in class to landing pages
• Apply principles of web design that you’ve learned to your own web page(s)

Key concepts

• Financial KPIs
• Marketing KPIs, especially Digital Marketing KPIs
• Programming, including object oriented programming
• Programming functions and control structures
• Static vs. Dynamic web pages
• Web UX customisation via cookies

Activities

1. Make a copy of the JavaScript library file (mart330-javascript-functions.js) and put it in your own folder. Modify your copy so that it instead of returning “x days, y hours, z minutes”, it returns “x days, y hours and z minutes”. Make sure you modify your index.html so that it refers to the new file you created.
• Hint: you only need to modify one line, changing about 4 characters
2. Make your web page on the class site look as professional as you possibly can, and make it such that its purpose is to drive conversions. You don’t necessarily have to sell things, but it should convince visitors to do something.
3. Create your free account on HootSuite. (And Google AdWords & Analytics, if you haven’t done so already)