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.
Matthew David is Chief Digital Strategist for the Professional Services Division at Compuware Corporation. Over the last three years, Matthew has consulted on mobile strategies for many companies. Mr. David is a published author of more than 10 books, including HTML5, Second Edition, HTML5 for Mobile Web Sites, and Flash Mobile. Matthew is Chief Digital Strategist for Compuware. You can follow him on Twitter @matthewadavid. More of his work can be found at www.visualizetheweb.com.
Chris Murman is a Project Manager and Agile Coach for the Custom Services Division of Bottle Rocket. From his first Palm Pilot to the iPhone 5S, Mr. Murman has had a passion for mobile devices that resulted in work as Scrum Master, Product Manager and Product Line Manager on mobile products. For the last two years, Mr. Murman has led in the writing and implementing of mobile strategies for three companies as well as the release of several iOS and Android apps. An avid blogger about the mobile community, his work can be found at chrismurman.com. Follow him on Twitter @chrismurman
