Interactive Marketing week 7 Ethan Chazin
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Transcript of Interactive Marketing week 7 Ethan Chazin
How the Internet How the Internet Affects ProductsAffects Products
Chapter 7Chapter 7
First…First…More ResourcesMore Resources
• Webmaster Tools• Keyword Tools/Adwords• Website Rankings• Auto Complete• Google Local• Google Insider
Great ToolsGreat Tools
• Bing Webmaster More ToolsMore Tools
• On Page Factors:– Update content frequently– Optimized titles & URLs– Optimized Content– Meta Tags
• Accessibility• Authority Factors (valued links, known
brands, famous authors, celebrities)
Optimization FactorsOptimization Factors
• knowen• http://schema-creator.org• SEO Site Explorer
ResourcesResources
• Directory Listing Services/Publishers:– Yelp– Tom Tom– Cricket– YellowBook– Merchant
• Data Aggregators:– Localeze– Acxiom– InfoGroup– UBL
Get ListedGet Listed
Three (Three (33))
Levels ofLevels ofProductProduct
• Core benefitCore benefit: the most fundamental value offered by the product.
• Basic/actual productBasic/actual product: the minimum product offering needed to deliver the core benefit.
• Augmented benefitAugmented benefit: Features that go beyond a customer’s most basic expectations.
What is a “What is a “PRODUCTPRODUCT””
How the Internet How the Internet affects affects ProductsProducts
• Services: are dependent upon stored information and can be broken down as routine interactions with customers.
• Many services are ideal for delivery via the Internet (ex. travel services.)
• Intangibility: The internet can help to make intangible services seem MORE tangible through virtual tours, video clips, and advanced technologies.
ServicesServices
• SimultaneitySimultaneity: Since buyers can access the Internet 24x7x365, the buyer and the seller do NOT have to be in the same place at the same time.
• HeterogeneityHeterogeneity: You can provide EVERYONE with customized information based on each persons’ interests, hobbies, passions, values, etc.
• PerishabilityPerishability: Excess inventory can be liquidated online.
Terms to UnderstandTerms to Understand
Product Product AugmentationAugmentation
• FedEx customers track their orders online.
• Apple customers can download documentation from their website.
• Pre and post-sales support and customer care programs.
• Fulfillment options.
AugmentationAugmentation
How the How the 2I2Is Affect s Affect Product OfferingsProduct Offerings
• Redevelop aspects of the product to meet your own personal needs/requirements.
• Firms can provide more personalized/ targeted offerings.
• Increases stickiness as customers remain on your website to customize offerings.
IndividualizationIndividualization
• Enables firms to offer augmented value by interacting with customers.
• Allows companies to quickly gather specific customer information.
• Customers can be directly involved in the product development process.
• Demands that organizations have the systems and processes to record each customers’ specific needs and give customers access to their account information.
• Must support both online and offline customer interactions.
InteractivityInteractivity
PersonalizationPersonalization
• First, you register!• Then you can customize the information you
receive to match your interests, needs, values, lifestyle, hobbies, political affiliations, favorite reading materials, religious leanings, ethnic, and cultural proclivities, product interests, sexual orientation and activities, volunteer work/community engagement, news preferences, ETC!
• IP address, cookies, websites visited, links clicked on, RSS, documents downloaded…
DO YOU SEE A PROBLEM?DO YOU SEE A PROBLEM?
PersonalizationPersonalization
CustomizationCustomization
market of onemarket of one Level of customization and customer service at which a
customer feels that he or she is an exclusive or preferred
customer of the firm.
www.businessdictionary.com/definition/market-of-one.html
• Your customers determine the product features and benefits they want.
CustomizationCustomization
How Customers Contribute to Product Development Online
Product LifecycleProduct Lifecycle
How the Internet Affects Product Development
• “Learn as you go” approach• Sense and respond
With the Internet…With the Internet…
• Idea GenerationIdea Generation• Idea ScreeningIdea Screening• Concept Development• Product Design• Prototype Development• Test Marketing• Commercialization
Product Development Product Development ProcessProcess
Finding and Finding and evaluatingevaluatingNEW IDEASNEW IDEAS
““GoodGoodis the is the EnemyEnemy
OfOfGreat.Great.
””
In EVERY type of In EVERY type of organization that organization that transforms from transforms from GOODGOOD to to GREATGREAT, , certain qualities certain qualities
existexist.
““Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is do what you believe is
great workgreat work. . .”.”
That’s How It’s That’s How It’s
ALWAYSALWAYSBeen DoneBeen Done
DO IT DO IT ApproachApproach
DD DefineDefine the problem the problem
OO OpenOpen your mind & apply your mind & apply creative techniquescreative techniques
II IdentifyIdentify the Solution the Solution
TT TransformTransform: implement the : implement the solution using an action plansolution using an action plan
Task Owner Contributors Start End Contingencies Status
1. Find new meeting
space for your staff
Dominika Shelly Ann 12/1 12/15 Available capacity Open
1a: Plan future “Going Green”
programs
Supapan Paravee 11/20 12/1 “Buy in from Senior Mgt”
Planned
2. Create funding
program for company
entrepreneurs
Yasmin Dominika 01/12 03/12 Funding availability
In developm
ent
BrainwritingBrainwriting
The Disney Creative The Disney Creative StrategyStrategy
DreamerDreamer RealistRealist CriticCritic
Go through all 3 Go through all 3 stagesstages
StarburstingStarbursting
Star-burstingStar-bursting
Idea/Issue/Challenge
WHO
WHAT
HOW
WHERE
WHEN
WHY
Metaphorical Metaphorical ThinkingThinking
Attribute ListingAttribute Listing
Maintenance Housing Childcare Summer Camp
HVAC Systems Painting Summer Job Training
Counselor Training
Waste Disposal Rent Collection On-Premises Daycare
Program Development
4 4 PerspectivePerspective Approach! Approach!
• Product/Service Perspective: Is something WRONG with the product?• Planning Perspective: Are our business plans faulty?• Potential Perspective: If we increase our workload, projects, service offerings, how would we achieve this?• People Perspective: Do we have the right people in the right jobs?
Problem Perspective: X X
Planning Perspective: X X
Potential Perspective: X X
People Perspective: X X
Problem Being AddressedProblem Being Addressed
“Each problem has hidden in it an opportunity so powerful that it
literally dwarfs the problem. The greatest success stories were
created by people who recognized a problem and turned it into an
opportunity.”
JosephJosephSugarmanSugarman