* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download From personas to segments: linking personas and scenarios
Affiliate marketing wikipedia , lookup
Food marketing wikipedia , lookup
Social media and television wikipedia , lookup
Marketing research wikipedia , lookup
Product planning wikipedia , lookup
Marketing channel wikipedia , lookup
Social media marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Sports marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Target audience wikipedia , lookup
Digital marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Target market wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing plan wikipedia , lookup
Viral marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Green marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Street marketing wikipedia , lookup
Shameless self-promotion 101 Visit the IAM Marketing 101 blog http://oege.ie.hva.nl/~mulho Full of really cool sh*t (well alright…possibly cool stuff, sometimes) Hogeschool van Amsterdam Interactieve Media From personas to segments: linking personas and scenarios to marketing practice UCD Hoorcollege blok 1 week 9 Hogeschool van Amsterdam Interactieve Media Learning goals By the end of the colleges and reading you should: Be aware of the role of marketing in an organization Know what makes up a marketing offer Understand how marketing offers are based on marketing core strategy (segmentation, targeting, differentiation and positioning) Know how UCD fits into the process of developing marketing offers and how personas are linked to market segments Hogeschool van Amsterdam Interactieve Media Agenda The purpose of this hoorcollege UCD, the story so far… The role of marketing Marketing strategy Where does UCD fit in? Summary Hogeschool van Amsterdam Interactieve Media The purpose of this hoorcollege I would argue that UCD is an important part of the marketing process (Some might disagree with me) But UCD is only one part of the puzzle of developing offers that create mutually beneficial exchange This is the goal of an(y) organization My aim here is try to show you how UCD fits into the picture I want to create a bridge between UCD and marketing Hogeschool van Amsterdam Interactieve Media UCD, the story so far Hogeschool van Amsterdam Interactieve Media UCD brings the user into the product development process to develop better products Hogeschool van Amsterdam Interactieve Media UCD in blok 1 In blok 1 we have focused on stages 2 - 4 of my simplified UCD process We looked at how this can be used to: 1. Put the user at the centre of a product development process 2. Generate a list of user requirements for the product we are going to develop There are however, stages before and after this We must look at these in more detail Hogeschool van Amsterdam Interactieve Media To do this we must bring marketing into the mix Hogeschool van Amsterdam Interactieve Media UCD & products UCD is focused on the user and their goals and behaviours The aim of UCD is to create products that deliver a positive user experience But products are not everything For example… Hogeschool van Amsterdam Interactieve Media How about these two products? Ipod Touch • Price € 299 • Storage 8 GB • Music, Photos, Podcasts, WiFi, Apps, Multi-touch screen Microsoft Zune • Price € 249 • Storage 30 GB • Music, Photos, Podcasts, Video, FM Radio, WiFi Hogeschool van Amsterdam Interactieve Media What’s the difference? User experience is one part of the difference iPod is cross platform, has iTunes and legendary ease of use But this is not everything There are other differences are not related to the ability of the product to meet user needs Hogeschool van Amsterdam Interactieve Media The secret of the iPod’s success The iPod is successful because (at the moment) it is considered by the majority of consumers to be a better offer Better design Better user experience (esp with iTunes) Better (perceived) price / benefits ratio Easier to purchase Overall just more sexy As a result more customers are willing to enter into an exchange with Apple than Microsoft for an MP3 player And more users enjoy the “iPod experience” which leads to positive feedback to future customers This is what marketing is about… Hogeschool van Amsterdam Interactieve Media The role of marketing Hogeschool van Amsterdam Interactieve Media Remember this? Ah, happy shareholders ! QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. That’s better! QuickTi me™ and a T IFF (Uncom pressed) decom pressor are needed to see t his pict ure. Exchange is the process where you willingly give something of value to another, in return for getting something of value to you QuickT ime ™an d a TIFF ( Uncomp res sed) deco mpre ssor ar e need ed to see this pictur e. Hogeschool van Amsterdam Interactieve Media I’m thirsty QuickT ime ™an d a TIFF ( Uncomp res sed) deco mpre ssor ar e need ed to see this pictur e. Exchange & marketing Marketing’s role is to generate mutually beneficial (wederzijds voordelig) exchange in such a way that the target customer will choose your offer (of exchange) above competing offers But as we have seen with the iPod an offer is not just the product There is something more involved Hogeschool van Amsterdam Interactieve Media Marketing (core) strategy Hogeschool van Amsterdam Interactieve Media What is a marketing offer? A marketing offer is a combination of elements that make up the thing the customer is offered by an organization This is known as the marketing mix It consists of the 4Ps N.B. there is a lot of debate about the idea of the 4Ps some argue it is outdated, some argue there are more Ps I consider 4Ps to be sufficient in most cases (there are exceptions - especially in services) - it is after all just a tool to help us think about our offer to our customer Hogeschool van Amsterdam Interactieve Media The 4Ps of the marketing mix Product The thing the customer buys that will be used The benefits and user experience the thing delivers All the extras that make using and buying the product a positive experience Price (prijs) What the customer gives in exchange for owning or using the product Place (plaats) How the product gets to the customer (distribution) Promotion (promotie) How the customer and user find out about the product, price and place Hogeschool van Amsterdam Interactieve Media How is the marketing mix (the offer) created? Every offer consists of a different mix of these elements To decide how best to develop the right mix marketers develop a marketing strategy Hogeschool van Amsterdam Interactieve Media Stages in marketing strategy development Hogeschool van Amsterdam Interactieve Media Where does UCD fit in? Hogeschool van Amsterdam Interactieve Media Summary UCD is about ensuring positive user experiences UCD is an important element of the goal of marketing - to create mutually beneficial exchange But it is not the whole story Creating mutually beneficial exchange requires a combination of elements - usually called the marketing mix Marketers use marketing strategy to develop unique offers for each target customer that create a strong positioning in the mind of that customer UCD basis its personas and scenarios of the segments chosen in the marketing strategy Positive user experience is a powerful tool to help develop positioning UCD develops user requirements that feed into the product element of the marketing mix Hogeschool van Amsterdam Interactieve Media Next week Hoorcollege - preparing for the exam Werkcollege - blok assignment presentations Hogeschool van Amsterdam Interactieve Media