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