My Digital Insight

As a marketer, it is always important to understand customers' pain points and desires. It would be more responsible if we can understand what customer's needs and wants for a product or service before we launches them. Therefore, market research is a very powerful method to collect relative information about customers' concerns, desires and contacts. How to get all these market research done? We just need to send out a survey, collect the information, analyze the results and build your products/services. Google Form is a very simple and free tool to create a market research survey. Recently, I would like to write a blog about how to loss weight after having baby. Before I write the content, I created a simple survey for new moms. In the survey, I added some multiple choices questions such as: Do you happy with your body now? Have you read any books or blogs about weight loss? Which way have you tried to loss weight? The point to use multiple choices...

Summary: In order to write an effective content, we need to know some key elements in the content includes keywords, headings, links, lists, visual, forms and messages.  We don’t necessary to put all these elements in every content, but they are very helpful to improve your content structure, to improve users scannability, and to help SEO ranking. Before we start writing a content,   we need to create a plan  by defining the page topic, purposes of the content, users’needs, keywords, heading and image. In addition, we also want to show a good direction to tell users where they should go next. After we finish the content, we will need to review and edit the content.  We could ask someone to review it and check typos. Or, we could ask a subject matter expert to check accuracy. Moreover, we need to make sure the tone and voice of our content match the brand style. Key Study Notes from the Course: Keywords: Why are keywords important? help user ...

Summary: The key difference between writing for the web and writing for the print is people’s reading behavior.  People don’t read on the web page. They SCAN it.  Thus, when we write for the web, we need to make sure our content are readable and easy for users to understand. In addition, no matter what we write, we always need to balance users needs and business needs. Key Study Notes from the Course: Six Elements of Designing a Good Website: Know your user and business needs Information architecture : navigation structure Interaction design :create a wireframe Visual design :color or typography, gives an aesthetic appeal Brand : communicate the personality of the website Content : content is king. The information that you want users to learn. The Difference Between Web and Print Content: They are completely different mediums and different physical things. Moreover, the way people read them is also different. Print: people read it from front to bac...

Last Wednesday, the weather in New York was unusually warm in the Fall. I went to Brooklyn Bridge and then walked on the W Broadway down to Soho. Suddenly, I found Chobani Yogurt Bar across the street. What a surprise! Two months ago, when I wrote  Six Amazing things about Chobani , the website showed that the Soho yogurt bar was temporarily closed as they craft a new experience to customers. I totally forgot about it. However, when I saw the real Chobani bar was just in front of me, I felt very excited. Of course, I couldn’t wait for it! Inside the store, many bottles of different fresh ingredients are orderly arranged in the visual operation room. A waitress  was very nice to welcome me and showed me a quick menu. Many customers were standing on the line. The waitress told me that she could take my order if I paid it with a credit card, so I didn’t need to wait for the long line. I felt I got a VIP service. I ordered Mango+Avocado Savory Creations. All of ...

In my  last article , I shared my Starbucks brand story main through a brief website analysis. You can see how Starbucks decorates its online front door and tell people different stories. The most important thing is you will never miss direction in Starbucks online world. The two main story chains for Starbucks are the digital and in-store experience. In the digital experience, Starbucks develop brand stories primary at two online channels-Website and Social Media.This time, I will share some insight about Starbucks social media strategy. How does Starbucks Build Stories on Social Media World? Starbucks shares its brand stories through five popular social media platforms: Facebook, Twitter, Google+, Pinterest, and Instagram. I will guide you to explore  the recent month stories  on Starbucks Social Media World. Facebook: New Seasonal Drink and Food Promotion is on the way! In my previous post, I mentioned Starbucks is promoting new Chile...

From chunxuchai.wordpress.com Starbucks is the most successful coffee chain in the world. I used to live in Seattle for five years, and I am a loyal fan of Starbucks. When Howard decided to join Starbucks, he defined Starbucks as “A place for conversation and a sense of community. A third place between work and home.” ( Starbuck Company Infomation ) Actually, he is right. Starbucks is absolutely my third place between work and home. When I study, I choose Starbucks; When I meet friends, I meet them at Starbucks; When I want to relax, I still feel Starbucks is the right place. Last week, I visited Starbucks Reserve Store, which is the only reserve store in NYC. For me, I feel it is an isolated place in this crowded city. The whole shop is decorated in a pastoral style. Several couches set in the center of the shop for people to relax. With a simple cup of specialty coffee, we start tasting our life. From chunxuchai.wordpress.com Starbucks is definitely a Coffee Expe...