Web, E-Commerce and Online Marketing Strategy

At NBS Digital, web planning, strategy and project management are at the core of what we do. It is an essential stage to increase success rates and reduce the likelihood of budget overruns and failed or under-performing projects. Proper strategy, planning and management will ensure you can make decisions early on to maximise your investment and increase the lifespan of your new web product. We have taken over a number of client projects who have needed to pre-maturely overhaul and upgrade their website due to a lack of planning and poor decision making early on. Some of these failed projects have been overhauled within a year, when they should have had a lifespan of 3 - 5 years and beyond. This results in unnecessary costs, strained relationships with past suppliers and poor public perception as customers see constant changes happening your public facing web channels. It is not a good experience and one that can be avoided early on through careful planning and management. Our services in this space fall under three categories; Online Marketing Strategy, Website and E-Commerce Planning and Web Project Management. Not all projects require all services, but each is designed to work independently or in conjunction with each other.

Online Marketing Strategy

We facilitate workshops with your staff and use a framework that has successfully been implimented with our clients to plan and execute their online marketing. After gathering the knowledge from your team, we conduct research and submit a report that details the following areas:

1. Situation and Market Analysis

Understand your customers, your market and your competitors and explore intermediaries, influencers and potential partners.

2. Digital Marketing Goals and Objectives

Goals and objectives sound very simple but have you ever sat down and truly considered what it is you require from your website?

3. Strategy and Tactics

Attract new customers, converting them into sales or leads and understanding how you close and engage with your audience.

4. Content Planning

Content planning is critical to the success of a website. Understand how to structure your content and in the process target your audience.

5. Actons and Controls

What are your strategic marketing priorities? Have you created a strategic initiative roadmap and importantly what are your key performance indicators?

Website and E-Commerce Planning

Our website planning and scoping stage provides a blueprint of you new web platform and gets all of the requirements into a central document that we can all agree on. This document helps keep the team focussed to prevent scope creep, and is used in the testing stage to ensure all in-scope funcitonality have been completed. While the Website Brief and Scope document is designed to change depending on the project type and requirements, for example an E-Commerce Project will have additional considerations, the core sections include:

1. Executive Summary

A brief statement that summarises the purpose of the new website, including the problem we are solving, target audience, goals & KPI's and the technology to be used.

2. Website Goal, Purpose and KPI's

We develop an overall website goal and purpose as well as measurable objectives and Key Performance Indicators (KPI's) that will help achieve the goal.

3. Target Audience

An overview of the target audience and definition of the different user roles. We also create user stories which are brief statements that describe the users needs in simple terms.

4. Information Architecture

The content is the most important aspect of any web project. Planning the information architecture help ensure that content is grouped in a way that promotes a logical flow through the website and reduced end user stress.

4.1. E-Commerce Product Structure and Taxonomy

For e-Commerce projects, it is essential to dedicate time to plan the product taxonomy and category tree. This includes how products will be categorised, and they different type of products and attributes (e.g. colours, sizes) that will be available for sale through the site.

5. Technical and Functional Requirements

The key functionality is described as well as the technology and processes to be used to achieve the required functionality.

6. Reference Websites

A listing of example websites or applications that highlight and demonstrate similar content, design and functionality required for the new web project.

7. Wireframes

Sketches of the layout of key project views help make the requirements visual and easy to understand.

Web Project Management

We have managed a number of web projects where we need the expertise of external suppliers. One of the most recent projects was for the Victorian Government Department of Health where we planned, managed and executed the Immune Hero campaign. This project required a website, two HTML5 games and three annimated web videos to provide a central resource of immunisation information for young people and their parents. NBS Digital was the lead contractor where we engaged and managed the other local contractors to deliver the Gaming and Video Production project deliverables. This is typical of many web projects, where specialist skills are required to fulfil certain roles. We don't believe in hiring a jack of all trades, you almost certainly will receive a sub-par product. We work with our clients to develop a set of project requirements, then build a project team that is capable of delivering and manage that team through to execution.

Where to from here?

The best way to get an accurate idea of a project budget is to complete the New Project Enquiry form and list the details about your project. This will allow us to compare your requirements against other similar projects that we have completed and provide a project budget and timeline.

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Or view our Portfolio