Digital Marketing Plan

Adecco ExperienceEmployer – Workforce 360° Engagement Services Spectrum

Digital Marketing Campaign Outline

1. Adecco India portal & Limitations

2. Suggested portal layout

3. Call-to-Action Comparison

4. Usability & User-Experience Analysis

5. Adecco India Digital Marketing Multi-Channel Matrix

6. What Next?

1By ~ Subhasish Ghosh, Bangalore, 20 Dec 2010

Adecco India portal

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Limitations1. Web1.0 design & layout

2. Too much white space

3. Absence of copy text – poor for Search Engine Optimization (SEO)

4. Absence of Multiple Call-to-Action. Only 3 Unique Call-to-Action on hp

5. Absence of Social Media Marketing links (Facebook, LinkedIn, Twitter, YouTube)

6. Absence of Testimonials (text or live-clip).

7. Absence of Knowledge Library contents e.g. Case Studies, Whitepapers, podcasts etc.

8. Absence of Acquisition Newsletter Subscription

9. Absence of SMS/MMS updates Subscription

10.Absence of a Quick-Search form

Suggested portal layout

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1. Web1.0 design & layout

2. Too much white space

3. Absence of copy text – poor for Search Engine Optimization (SEO)

4. Absence of Multiple Calls-to-Action

5. Absence of Social Media Marketing links (Facebook, LinkedIn, Twitter, YouTube)

6. Absence of Testimonials (text or live-clip).

7. Absence of Knowledge Library contents e.g. Case Studies, Whitepapers, podcasts etc.

8. Absence of Acquisition Newsletter Subscription

9. Absence of Quick-Request form

10.Absence of a Quick-Search form

Call-to-Action Comparison

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Call-to-Action on Homepage is the Central PurposeCall-to-Action on Homepage is the Central Purpose

3 Unique Call-to-Action for an end-user.

• 8 Unique Call-to-Action for an end-user.

• Quick Search, Register/login, E-Newsletter & SMS/MMS Subscription

Usability & User-Experience Analysis

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End-users have a Purpose for visiting the site, usually Impatient and need to do something quickly. End-users have a Purpose for visiting the site, usually Impatient and need to do something quickly.

1. As per Google heat maps, area 1 is the most clicked region on a webpage. 2. 75% or more users do a quick 4-second Z-scan of the page. Where area 2 is the region where they are already bored. 3. On a Samsung 21” Widescreen monitor with 1440 X 900 resolution, we still need to scroll down, i.e. area 3. Not

recommended. 4. Ideal page design: Z-scan path having multiple call-to-action, no need to scroll, and no wastage of white space. 5. Good web design: Adecco UK (http://www.adecco.co.uk/)6. Excellent web design: Kelly Services (http://www.kellyservices.co.in/web/in/services/en/pages/index.html)7. Excellent drop-down menu: Mafoi (http://www.mafoirandstad.com)

Adecco India Digital Marketing Multi-Channel Matrix

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Channel Web2.0 Engagement/Strategy ApplicablePortal Comprehensive Integrated campaign site, design effectiveness, usability & user experience testing ●

Search engine optimization (SEO) Search optimized for top-target keywords for geo-target India, accounted for Google, Yahoo!, Bing ●

Search engine marketing (SEM) Pay-per-click campaigns for top keywords targeted ●Monthly budget to be determined ●

Social media marketing (SMM) YouTube channel for campaign - 5 testimonial clips ●Facebook FAN PAGE for Adecco India ●Twitter account with DAILY updates ●

Acquisition Email Marketing Call-for-action for subscribing to e-newsletter ●Single opt-in preferred ●

Acquisition Mobile Marketing Call-for-action for subscribing to SMS/MMS updates ●

Mobile devices compatibility Campaign site stripped down form on iPhone, Blackberry & TrioTesting of sites on mobile devicesNewsletter to be tested on mobile devicesTool like litmus.com to be used

Commercial Email Marketing Email campaigns on acquired & rented dbs (if permissible, e.g. 123Greetings.com db)CAN-SPAM Act 2003 compliantB2B and/or B2C specific newsletters - sales/generating leads

Knowledge Center pdfs, webcasts, podcasts, webinars, case studies for download ●

Blogs Blogs for user interaction (general or specific)

Personalized Email Marketing Personalized Email Campaigns to specific targets with preferred news, details; follow-ups, Upcoming events, Online support issues, any new service roll-outs etc.

Surveys Functional surveys (can be inside site or using SurveyMonkey) ●

Mobile App iPhone apps: Basic Search functionality, Download from Knowledge Center, Access Newsletters Online etc.

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What Next?

Web1.0Web1.0 Web2.0Web2.0 Web3.0Web3.0

1. HTML page2. Absence of Web2.0

components3. No User-Generated Content

(UGC)

1. B2B/B2C/C2C portal2. User-Generated Content (UGC)3. Rich Internet Applications (RIA) –

Flash & AJAX4. Mashups (e.g. Google Map API)5. Tagclouds6. Podcasting7. Blogging 8. Tagging9. RSS10. Social bookmarking11. Social networking12. Video content (YouTube)13. Acquisition Email Newsletters

(html)14. Acquisition SMS updates (Mobile

Marketing)15. Online Auctioning (for e-commerce

portals)

1. No portal concept – products or services sold as platform

2. Microblogging (Twitter/Jaiku/Plurk)3. Customization of platform (e.g.

Personalized email newsletters)4. Virtual World (e.g. webinars, meetings,

conferences in SecondLife.com)5. On-demand video (Ustream.TV

replacing YouTube)6. On-demand TV (Internet TV channel)7. Mobile Marketing – MMS updates8. Mobile Marketing – MMS clip

presentations9. Mobile Compatibility of site10. Mobile App (e.g. iPhone application)

1990s - 2000 2001 - 2007 2008 onwards

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Sell Dreams, Not Products. Steve Jobs doesn't sell computers. He sells the

promise of a better world.

Sell Dreams, Not Products. Steve Jobs doesn't sell computers. He sells the

promise of a better world.

Adecco ExperienceEmployer – Workforce 360° Engagement Services Spectrum

Simon Sinek on why Apple is the most respected, valued, profitable company on the planet, and has almost 0% attrition rate of its clients & customers & users worldwide. Sell an awesome experience, not just a product or a service. People forget a product or a service in a few months, but remember an experience lifelong.