The focus of experiential marketing in website promotion

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(i) About experiential marketing

Joseph Pain and James Gilmore in "experience economy" a book put forward the so-called "experience" is the enterprise to commodity as props, to serve as the stage, customer-centric, to create a full participation of consumers, worth consumer memories of the activities.

Experience is to enable everyone to participate in the consumption in a personalized manner, in the process of consumption to generate emotional, physical, psychological, intellectual, spiritual and other aspects of satisfaction, and produce a sense of anticipation or better.

The core of experiential marketing is customer participation, experience marketing consumers give full play to their imagination and creativity, and actively participate in product design, creation and reprocessing.

Through creative consumption to reflect the unique personality and value, to achieve greater satisfaction and sense of achievement. Experience marketing focus on the customer experience, the customer as the main body of value creation, timely response to consumer emotional appeal.

(b) Network experience Marketing

Website Experience Marketing, refers to the use of network characteristics, to provide customers with a sound network experience, improve customer satisfaction, and customers to establish a close and continuous relationship.

Network experience Marketing, is the extension of experiential marketing. With the popularization of network, network experience becomes an indispensable part of experiential marketing.

(iii) website experience Marketing classification

1, sensory Experience: Presented to the user's audio-visual experience, emphasizing comfort.

2, interactive experience: Presented to the user's operational experience, emphasizing ease of use/usability.

3, emotional experience: presented to the user psychological experience, emphasizing friendliness.

4, browsing Experience: presented to the user experience of browsing, emphasizing attraction.

5, trust experience: presented to the user's trust experience, emphasizing reliability.

(iv) Website experience Marketing 76 experience points

First, the sensory experience: presented to the user's audio-visual experience, emphasizing comfort.

1. Design style: In line with the target customer's aesthetic habits, and has a certain degree of guidance.
Before designing a website, it is necessary to define the target customer group and analyze the target customers ' aesthetic preferences, so as to determine the overall design style of the website.
2. Website Logo: To ensure the protection of the logo space, to ensure that the brand clear display without occupying excessive space. We can look at Taobao, Sina, iron and Thai Wholesale network and so on well-known website logo, they are designed reasonable.
3. Page speed: Under normal circumstances, try to ensure that the page is opened in 5 seconds. If it is a large portal site, you must consider the issue of North-South interoperability, to carry out the necessary stress tests.
4. Page layout: Highlights, priorities and illustrations. With the company's marketing goals, the most interested in the target customers, the most sales force of information placed in the most important position. Now online Classic has NetEase, Taobao, Tiete, China Webmaster Network .... These are the best choice for some site imitations.
5. Page color: Consistent with the overall image of the brand, the main color + auxiliary color does not exceed three colors. To the appropriate color brightness and brightness, to ensure the browsing comfort.
6. Animation effect: With the main screen coordination, open fast, animation effect rhythm Moderate, do not interfere with the main screen browsing.
7. Page Navigation: Navigation bar clear, prominent, hierarchical.
8. Page size: Suitable for most browser browsing (15-inch and 17-inch display-oriented).
9. Picture display: The proportion is coordinated, does not distort, the picture is clear. The pictures are neither too dense nor too distant.
10. Icon use: Concise, clear, easy to understand, accurate, and the overall style of the page unified.
11. Advertising position: Avoid disturbing the view, advertising pictures in line with the overall style, to avoid distracting.
12. Background music: With the overall theme of the site unified, small files, can not interfere with reading. To set the switch button and the Volume Control button.

Second, interactive experience: Presented to the user's operational experience, emphasizing ease of use/usability.

13. Member Application: Introduce clear Member's power and responsibility, and prompt the user to confirm the read terms.
14. Member Registration: The process is clear and concise. After the success of the member registration, then detailed information.
15. Form fill: As far as possible using the Drop-down selection, need to fill in some of the need to indicate to fill in the content, and the required fields to make restrictions. (such as mobile phone number, zip code, etc. to avoid invalid information)
16. Form submission: After filling out the form, you need to enter the verification code to prevent water injection. After the submission is successful, you should show a thank-you note.
17. Button settings: For interactive buttons must be clearly highlighted to ensure that users can clearly click.
18. Click on the tip: Click on the information color needs to be displayed in different colors, to distinguish between the unread content, to avoid repeated reading.
19. Error: If the form to fill in error, should indicate the wrong place to fill out, and save the original fill in the content, reduce duplication of work.
20. Online question and answer: After the user asks the backstage to prompt the feedback, the backstage displays has the new question to ensure the reply promptly.
21. Feedback: When the user in the use of any problems, can provide feedback at any time.
22. Online survey: For users concerned about the problem set up surveys, and display survey results, improve the user's participation.
23. Online Search: After the submission of the search, a clear list is displayed and the relevant characters in the search results are distinguished by different colors.
24. Page refresh: Try to use no refresh (AJAX) technology to reduce the page refresh rate.
Ajax is a symbol of the emerging network development technology. It combines Java and XML technology, and the response speed of the interface is significantly improved by requiring users to request new data each time, instead of repeatedly making requests to the server, but in the browser's cache to advance the next available data.
25. New open window: As far as possible to reduce the new open window, to avoid open too many invalid Windows, set pop-up window shutdown function.
26. Data security: To ensure that the data security and confidentiality of the customer password and data encryption to save.
27. Display path: No matter which level the user browses to, which page, you can clearly know the path to see the page.
These experiences are well done in foreign websites such as Google.

Third, the browsing experience: presents to the user browsing experience, emphasizes the attraction sex.

28. Column name: With the column content accurate correlation, concise clear, should not be too abstruse.
29. The level of the column: up to no more than three layers, clear navigation, the use of Javascrip and other technologies to facilitate the expansion between the levels.
30. Content classification: Under the same column, different classification area is clear, do not contain or confuse each other.
31. Richness of content: each column should ensure sufficient amount of information to avoid the contents of the column does not appear.
32. Originality of content: use original content as much as possible to ensure the readability of the content.
33. Frequency of information update: To ensure a stable frequency of updates to attract visitors to browse often.
34. How the information is written: paragraph headings are bold to distinguish them from the text. Using inverted pyramid structure.
35. New article Tags: for new articles to provide different identifiers (such as new), to attract viewers to view.
36. Article Guide: For the important content in the homepage set up a guide, so that visitors can understand the required information. The word intercepts the words accurately, avoids out of context.
37. Highlights content recommendation: In the Channel homepage or the article left side, provides the splendid content recommendation, attracts the visitor to browse.
38. Recommended content: In the user to browse the left or right side of the article, to provide relevant content recommended to attract viewers to browse.
39. Favorites Settings: Set favorites for members, for favorite products or information, can be collected.
40. Column subscription: Provide RSS or mail subscription function
41. Information search: In the eye-catching location of the page, provide information search box, easy to find the required content.
42. Page Printing: Allows the user to print the page data for easy storage.
43. The text arranges: the title and the text obviously separates, the paragraph is clear.
44. Text font: The use of easy to read fonts, to avoid the text too small or too dense caused by dyslexia. Font can be large and small settings to meet different browsing habits.
45. Page background: Can not interfere with the main page reading.
46. Length of the page: set a certain length of the page to avoid the page too long and affect reading.
47. Paging browsing: For lengthy articles for paging browsing.
48. Language version: For customers in different countries to provide different browsing version.
49. Fast access: Provide quick access to users with clear purposes.

Emotional experience: The psychological experience presented to the user, emphasizing the friendliness.

50. Customer classification: Different visitors to the division (such as consumers, distributors, internal staff), to provide customers with different services.
51. Friendly tip: For each operation of friendly hints to increase the affinity of the viewer.
52. Member Exchange: To provide convenient member exchange functions (such as forum), enhance the feelings of members.
53. After-sales feedback: Regular after-sales feedback tracking, improve customer satisfaction.
54. Membership Benefits: Regular membership promotions, so that members feel the real benefits.
55. Member Recommendation: According to the membership information and buying habits, to recommend suitable products or services.
56. Encourage users to participate: to provide users with comments, voting and other functions, so that members more involved in.
57. Member activities: Regular online membership activities to provide members of the network to exchange opportunities.
58. Expert answer: For users to ask questions for professional answers.
59. Mail/SMS Greetings: For different customers, to provide customers with regular mail/SMS greetings, and enhance the feelings between customers. For example, Tiete Wholesale network opened the mail subscription service, in each cycle will send some good electronic information sent to each member, so that can fully improve the stickiness of the site.
60. Friend Recommendation: Provide the mail recommendation function.
61. Sitemap: To provide users with a clear guide to the site.

V. Trust experience: the trust experience presented to the user, emphasizing reliability.

62. Search Engine: Find relevant content can be displayed in the forefront of search engines.
63. Company Introduction: TRUE and reliable information release, including company size, development status, company qualification, etc.
64. Investor Relations: Listed companies need to provide real and accurate annual reports, financial information and so on for shareholders.
65. Service Guarantee: The company's service guarantee is clearly listed to enhance customer trust.
66. Page Title: Accurately describe the company name and related content.
67. Article Source: Quote source for quotations, avoid copyright disputes.
68. Article Editor Author: for original article annotated editor or author, to improve the credibility of the article.
69. Contact method: Accurate and effective address, telephone and other contact methods, easy to find.
70. Service Hotline: The company's service hotline listed in the eye-catching place, easy to find customers.
71. Effective means of complaint: to provide customers with complaints or suggestions email or online feedback.
72. Security and Privacy Policy: for interactive Web sites, note that security and privacy provisions can reduce customer concerns and avoid disputes.
73. Legal statement: The statement of the legal provisions of the website can avoid the enterprise into unnecessary disputes.
74. Website record: Let the visitor confirm the legality of the website.
75. RELATED links: For the group enterprises and related enterprises link, should have relevance.
76. Help Center: For more complex process services, you must have a Help Center for service introduction.