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SERGEY SUNDUKOVSKIY PH.D.Product Marketing1
Introduction2
Background3
AgendaPPC FunnelA/B TestingTypes of TestsTest ChainingUsability TestingUsability ToolsCase Study4
Product MarketingLie vs. Marketing5
Marketing Mix Do You Have a Right Marketing Mix? Right Product (start with small number of features) Right Price (start...
Types of Media8
Media Mix Not All Media Created Equal Paid (start with one type) Earned (start building fan base) Owned (maximize the ...
Owned MediaIt Is Kind of Free. Do Not Ignore It.10
Marketing ChannelsDigital vs. Traditional Marketing11
Channel MixTraditional Marketing TV Radio PrintDigital Marketing Email Search Display Social12
Consumer Funnel13
Marketing Terms14
PPC FunnelOffer VelocityOffer ConsistencyOffer Redemption15
Offer PsychologyIts an exercise in psychology, so to speak.16
Offer VelocityCTR Depends on Offer “Energy”17
Offer Velocity18
Offer Velocity (cont.)19
Offer Velocity (cont.)20ValuableQualitativeQuantitativeQuant./Qual.
Offer Velocity (cont.)21
Offer ConsistencyShe Looked Different on Match.com22
Offer Consistency (cont.)23
Offer Consistency (cont.)24
Offer Consistency (cont.)25
Offer RedemptionClear Path to Action26
Offer Redemption (cont.)27
Offer Redemption (cont.)28Problem 1: Multi-column layoutProblem 2: No headline synchronizationProblem 3: Unclear call to a...
Offer Redemption (cont.)29Solution 1: Single column flowSolution 2: Headline synchronizationSolution 3: Distinctive call t...
Offer Redemption (cont.)30
Putting It Together31
Putting It Together (cont.)32
Putting It Together (cont.)33
Putting It Together (cont.)34
Putting It Together (cont.)35
Putting It Together (cont.)36
Putting It Together (cont.)37
Key TakeawaysSpecific and focused ad claimsQualitative language and quantitative claimsAction centric, value expressive...
Early TestingIt Can Get Complicated39
Alpha (Are You Interested)Happy Path40
Alpha Testing What Do We Want to Know? Can You Complete a Happy Paths? Are You Confused? Are You Excited? Are You Bor...
Private Beta (What Will You Do)We Are Watching You42
Private Beta We Are Watching You Hover Areas Attention Areas Click Areas Used FeaturedWe Are Measuring You Visit Du...
Public Beta (Charge Them Phase)Free Trial What Is It For?44
Public Beta What Kind of Customer Are You Going To Be? Active Passive Hibernating Advanced Intermediate Novice45
Product Testing46
Product Testing Inflection Points Sign Ups Sign Ins Feature Usability Hibernation Churn47
Decision MakingHIPPO/Highest Paid Person’s Opinion48
Experimentation TestingABT – Always Be Testing49
Testing HistoryAliens Did Not Build Pyramids50Testing Testing Tested
A/B Multifactorial Split TestingVery Different51
A/B Singlevariate Split TestingSlightly Different52
Multivariate TestingThat’s a Lot of Combinations53
Design of Experiements54Google WebsiteOptimizerOmniture Test & Target
Reduction AlgorithmsLevel and Factors55
Problem of ChoiceChoose Your Poison56
Experiment Chaining57
Usability TestingWhat vs. Why58
Hotspotting59
Usability TestingEye Tracking60
What Are They Measuring?AttentionEmotionTask Completion TimeHoveringClicksHotspottingPath61
CrowdsourcingRise of the Crowds62
Mechanical TurkMicrotasking Crowdsourcing Platform63
Usability Study Setup64
Usability Study Setup (cont.)65
Usability Study Setup (cont.)67
Usability Study Setup (cont.)68
Usability Study Results69
Was not surewhat to do
Usability Study Results71
FeedbackIt Is All About Uncensored Feedback72
Feedback (cont.)73
Usability Testing Tools74
Product Marketing
Product Marketing
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Product Marketing

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This presentation explores ways to effectively market MVP.
It explores various Marketing Mix concepts applied across traditional and digital marketing channels. Significant
2. Testing Your MVP
3. Design of Experiments
4. Marketing Your MVP
5. PPC Funnel
6. Usability Testing
7. Usability Study

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Transcript of "Product Marketing"

  1. 1. SERGEY SUNDUKOVSKIY PH.D.Product Marketing1
  2. 2. Introduction2
  3. 3. Background3
  4. 4. AgendaPPC FunnelA/B TestingTypes of TestsTest ChainingUsability TestingUsability ToolsCase Study4
  5. 5. Product MarketingLie vs. Marketing5
  6. 6. Marketing Mix Do You Have a Right Marketing Mix? Right Product (start with small number of features) Right Price (start with one price point) Right Place (start concentrated) Right Promotion (do not make it too nuanced)7
  7. 7. Types of Media8
  8. 8. Media Mix Not All Media Created Equal Paid (start with one type) Earned (start building fan base) Owned (maximize the opportunity)Think of Overall Cost ReductionThink of Small Steps Tracer Bullets Before Cannonballs9
  9. 9. Owned MediaIt Is Kind of Free. Do Not Ignore It.10
  10. 10. Marketing ChannelsDigital vs. Traditional Marketing11
  11. 11. Channel MixTraditional Marketing TV Radio PrintDigital Marketing Email Search Display Social12
  12. 12. Consumer Funnel13
  13. 13. Marketing Terms14
  14. 14. PPC FunnelOffer VelocityOffer ConsistencyOffer Redemption15
  15. 15. Offer PsychologyIts an exercise in psychology, so to speak.16
  16. 16. Offer VelocityCTR Depends on Offer “Energy”17
  17. 17. Offer Velocity18
  18. 18. Offer Velocity (cont.)19
  19. 19. Offer Velocity (cont.)20ValuableQualitativeQuantitativeQuant./Qual.
  20. 20. Offer Velocity (cont.)21
  21. 21. Offer ConsistencyShe Looked Different on Match.com22
  22. 22. Offer Consistency (cont.)23
  23. 23. Offer Consistency (cont.)24
  24. 24. Offer Consistency (cont.)25
  25. 25. Offer RedemptionClear Path to Action26
  26. 26. Offer Redemption (cont.)27
  27. 27. Offer Redemption (cont.)28Problem 1: Multi-column layoutProblem 2: No headline synchronizationProblem 3: Unclear call to actionProblem 4: Convoluted eye path
  28. 28. Offer Redemption (cont.)29Solution 1: Single column flowSolution 2: Headline synchronizationSolution 3: Distinctive call to actionSolution 4: Clear eye path
  29. 29. Offer Redemption (cont.)30
  30. 30. Putting It Together31
  31. 31. Putting It Together (cont.)32
  32. 32. Putting It Together (cont.)33
  33. 33. Putting It Together (cont.)34
  34. 34. Putting It Together (cont.)35
  35. 35. Putting It Together (cont.)36
  36. 36. Putting It Together (cont.)37
  37. 37. Key TakeawaysSpecific and focused ad claimsQualitative language and quantitative claimsAction centric, value expressive offerOffer energy carry overLanding pages offer continuity and consistencyHeadline visit purpose reflectionEye path leading to distinctive call to actionSingle column flow38
  38. 38. Early TestingIt Can Get Complicated39
  39. 39. Alpha (Are You Interested)Happy Path40
  40. 40. Alpha Testing What Do We Want to Know? Can You Complete a Happy Paths? Are You Confused? Are You Excited? Are You Bored?41
  41. 41. Private Beta (What Will You Do)We Are Watching You42
  42. 42. Private Beta We Are Watching You Hover Areas Attention Areas Click Areas Used FeaturedWe Are Measuring You Visit Duration Hover Time Return Frequency43
  43. 43. Public Beta (Charge Them Phase)Free Trial What Is It For?44
  44. 44. Public Beta What Kind of Customer Are You Going To Be? Active Passive Hibernating Advanced Intermediate Novice45
  45. 45. Product Testing46
  46. 46. Product Testing Inflection Points Sign Ups Sign Ins Feature Usability Hibernation Churn47
  47. 47. Decision MakingHIPPO/Highest Paid Person’s Opinion48
  48. 48. Experimentation TestingABT – Always Be Testing49
  49. 49. Testing HistoryAliens Did Not Build Pyramids50Testing Testing Tested
  50. 50. A/B Multifactorial Split TestingVery Different51
  51. 51. A/B Singlevariate Split TestingSlightly Different52
  52. 52. Multivariate TestingThat’s a Lot of Combinations53
  53. 53. Design of Experiements54Google WebsiteOptimizerOmniture Test & Target
  54. 54. Reduction AlgorithmsLevel and Factors55
  55. 55. Problem of ChoiceChoose Your Poison56
  56. 56. Experiment Chaining57
  57. 57. Usability TestingWhat vs. Why58
  58. 58. Hotspotting59
  59. 59. Usability TestingEye Tracking60
  60. 60. What Are They Measuring?AttentionEmotionTask Completion TimeHoveringClicksHotspottingPath61
  61. 61. CrowdsourcingRise of the Crowds62
  62. 62. Mechanical TurkMicrotasking Crowdsourcing Platform63
  63. 63. Usability Study Setup64
  64. 64. Usability Study Setup (cont.)65
  65. 65. Usability Study Setup (cont.)67
  66. 66. Usability Study Setup (cont.)68
  67. 67. Usability Study Results69
  68. 68. Was not surewhat to do
  69. 69. Usability Study Results71
  70. 70. FeedbackIt Is All About Uncensored Feedback72
  71. 71. Feedback (cont.)73
  72. 72. Usability Testing Tools74

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