Shameless self-promotion 101

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Shameless self-promotion 101

• Visit the IAM Marketing 101 blog
• http//oege.ie.hva.nl/mulho
• Full of really cool sht
• (well alrightpossibly cool stuff, sometimes)

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From personas to segments linking personas and
scenarios to marketing practice

• UCD Hoorcollege blok 1 week 9

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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

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Agenda

• The purpose of this hoorcollege
• UCD, the story so far
• The role of marketing
• Marketing strategy
• Where does UCD fit in?
• Summary

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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

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UCD, the story so far
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UCD brings the user into the product development
process to develop better products
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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
• Put the user at the centre of a product
  development process
• 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

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To do this we must bring marketing into the mix
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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

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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

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Whats 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

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The secret of the iPods 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

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The role of marketing
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Remember this?
Thats better!
Ah, happy shareholders!
Im thirsty
Exchange is the process where you willingly give
something of value to another, in return for
getting something of value to you
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Exchange marketing

• Marketings 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

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Marketing (core) strategy
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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

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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

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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

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Stages in marketing strategy development
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Where does UCD fit in?
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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

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Next week

• Hoorcollege - preparing for the exam
• Werkcollege - blok assignment presentations