dave's not here

marketspace matrix

Wikinomics – Don Tapscott — How mass Collaboration Changes Everything

Followup article by Paul Cubbon, UBC Sauder School of Business

Marketspace Matrix:

y-axis: product, price, promotion, place, community

x-axis: awareness (cut through noise, disrupt habits); exploration (potential customer exploring what you offer); commitment (provide some info in exchange for discount, free trial; want them to loop around to exploration in some cases); dissolution (relationship ends; people graduate, kids get bigger, so need different types of products, etc.)

How do we overlay 3rd dimension of interactivity and individualization (personalization) in each area?

Online marketing cannot exist in a silo separate from PR, media relations and iter offline activities; offline/online efforts need to be integrated.

meatball sundae

Some salient points:

• What does easy (to purchase, to do business with, to change address, to withdraw from courses) look like to our (potential) customers?
• Easy for us doesn’t matter

See Seth Godin’s Meatball Sundae:

“Rather than simply rely on mass media to raise product visibility, New Marketing treats every aspect of interacting with customers—including customer service and the product itself—as an opportunity to grow the organization. In order to be successful with such marketing techniques, a company must change its practices across the board. Otherwise, you’re just putting whipped cream on a meatball.”

From Tom Peters website: “The web enables total transparency.” — Kjell Nordstrom and Jonas Ridderstrale, Funky Business

customer strategy links

At the UBC Sauder School of Business for two days this week, learning about some online marketing techniques. Some notes:

• Mark Hurst: Good Experience, a site about customer experience, use experience, etc.
• Pepper & Rogers Group 1-to-1 marketing — Customer strategies
• The Breakup — A satirical characterization of advertiser/consumer relationships

Some key indicators to look at when considering wheher your industry is being revolutionized by technology/the web etc:

• Political
• Economical
• Sociological
• Technological
• Legal
• Environmental

Should also consider competitors. Non-traditional competitors can come in and do a better job through technology (U of Phoenix? Is Google ito the education market yet?)

back on track

Well, I went back and re-categorized all the posts from the last few years. In this case, it was a good thing that I don’t update my blog very often; at least there weren’t that many to fix (about 45 or so). But it did get me thinking that maybe I need to start posting here a bit more.

I have some marking to do for my class today though, so I’ll have to wait until tomorrow to start (aaahhhahahahahhaaaa, a classic Tanchak line!).

See you tomorrow.

holy frickin’ upgrades

My son asked “Dad, can I have a blog?” and I figured “why not?”

It takes just a few seconds to set up, and he’ll probably be bored of it in no time anyway, right? More on that later. Anyway, I set it up and think,”Man this new WordPress looks hot and sweet. I need to get me some of that action.”

Well, no automatic upgrades through the cPanel, this has to be done manually. I’ve managed to do it, but all my posts have lost their category affiliations. *sigh* And I can’t find a new theme that doesn’t chew up one thing or another.

In any case, the kid’s new blog is at tanchak.com/dex. Check it out.