succeeding with elearning jay cross & lance dublin
TRANSCRIPT
Succeeding with eLearning
Jay Cross & Lance Dublin
Questions
Customers
Change Management
The Marathon Effect
William Bridges
Change models go here
Marketing Concepts
Dilbert cartoon
“Marketing is far too important to be left only to the marketing department.”
David Packard
far too important
The Marketing Process
• Market research• Segment and position• Develop marketing mix* • Implementation• Feedback
*product, price, promotion, place
= Analyze= Design= Develop=
Implement
= Evaluate
Process Marketing Instructional Design
Traditional Marketing Model
Kotler,
“Neanderthal marketing”
• Equating marketing with selling.• Getting new customers more
important than caring for existing customers.
• Trying to profit from each transaction rather than managing customer lifetime value.
Philip Kotler
Product
• The form of a product is a variable, not a given.
• Perceived products need not be commodities
“Commodities”
• Water
• Salt
Perceived product/tank car
Build Relationships
• One-time sales are costly.• Repeat sales are lucrative.
• Goal = form lasting relationships with
customers.
Brand
Marketing eLearning
Important market segments…? Tenure: Novice, apprentice, old hand
Rank: Employee, supervisor, executive
Role: Customer, supplier, channel partner, employee
Personal transportation: bicycle, motorcycle, car, SUV, truck
Learning style: aural, oral, kinesthetic
Myers-Briggs score: I/E, N/ , S/T , P/J
Performance: average or superstar
Personality: Inquisitive, outgoing, reserved
Generation: Mature, boomer, GenX, GenY
TargetTargetLearnerLearner
Offer
Priority
Promotion
Delivery
ResearchResearch
MonitorMonitor
DecideDecide
DesignDesign
Roll outRoll outImproveImprove
PlanPlan
ExecutExecutee
CultureCulture
DemographicDemographicss
InfrastructuInfrastructurere
ResourceResourcess
Marketing eLearningMarketing eLearning
Marketing Mix
Company Viewpoint: The Ps
Customer Viewpoint: The Cs
Product Customer needs & wants
Price Cost to the customer
Place Convenience
Promotion Communication
Marketing Mix for eLearning
Company Viewpoint: The Ps
eLearning Marketing
Product Offer, learning environment
Price Priority
Place Delivery
Promotion Promotion
Marketing eLearning
eLearning Marketing
issues
Offer, learning environment
Co-creation
Priority Build a brand
Delivery Position as can-do
Promotion Push vs. Pull
What’s your brand?• TOP 10 SLOGANS OF THE CENTURY 1.Diamonds are forever (DeBeers) 2.Just do it (Nike) 3.The pause that refreshes (Coca-Cola) 4.Tastes great, less filling (Miller Lite) 5.We try harder (Avis) 6.Good to the last drop (Maxwell House) 7.Breakfast of champions (Wheaties) 8.Does she ... or doesn't she? (Clairol) 9.When it rains it pours (Morton Salt) 10.Where's the beef? (Wendy's)
Characteristics of your eLearning
• What brand of car?• What brand of beer?• What brand of stockbroker?• What brand of computer?
Sources
• Advertising Age, www.adage.com/• The Marketing Imagination, Ted Levitt• Kotler on Marketing, Philip Kotler• Principles of Marketing, Philip Kotler• The Cluetrain Manifesto, Chris Lock et alia• Gonzo Marketing, Chris Locke• Real Time, Regis McKenna• Blur, Stan Davis and Chris Meyer