Interactive Marketing week 7 Ethan Chazin
Upcoming SlideShare
Loading in...5
×
 

Interactive Marketing week 7 Ethan Chazin

on

  • 170 views

Great tips, resources, best practices and how-to's on Internet Marketing and Interactive Media esp. to plan launch and grow a wildly successful business.

Great tips, resources, best practices and how-to's on Internet Marketing and Interactive Media esp. to plan launch and grow a wildly successful business.

Statistics

Views

Total Views
170
Views on SlideShare
170
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Interactive Marketing week 7 Ethan Chazin Interactive Marketing week 7 Ethan Chazin Presentation Transcript

  • How tHeHow tHe InternetInternet AffectsAffects ProductsProducts 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 of ProductProduct
  • • 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 InternetHow tHe Internet AffectsAffects 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
  • ProductProduct 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 theHow the 2I2Is Affects 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
  • ProductProduct LifecycLeLifecycLe
  • 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 ProcessProduct Development Process
  • Finding and evaluatingFinding and evaluating NEW IDEASNEW IDEAS
  • ““GoodGood is theis the EnemEnem yy OfOf Great.Great. ””
  • in every tyPe ofin every tyPe of orgAnizAtion tHAtorgAnizAtion tHAt trAnsforms fromtrAnsforms from goodgood toto greAtgreAt,, certAin quALitiescertAin 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 isdo what you believe is great workgreat work. . .”.”
  • That’s How It’sThat’s How It’s ALWAYSALWAYS Been DoneBeen Done
  • DO ITDO IT ApproachApproach
  • DD DefineDefine the problemthe problem OO OpenOpen your mind & applyyour mind & apply creative techniquescreative techniques II IdentifyIdentify the Solutionthe 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 entrepreneu rs Yasmin Dominika 01/12 03/12 Funding availability In developm ent
  • BrainwritingBrainwriting
  • The DisneyThe Disney Creative StrategyCreative Strategy
  •  DreamerDreamer  RealistRealist  CriticCritic Go through all 3Go through all 3 stagesstages
  • StarburstingStarbursting
  • Star-burstingStar-bursting Idea/Issue/ Challenge WHO WHAT HOW WHERE WHEN WHY
  • MetaphoricalMetaphorical 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
  • 44 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.” JosephJoseph SugarmanSugarman