Great tips, resources, best practices and how-to's on Internet Marketing and Interactive Media esp. to plan launch and grow a wildly successful business.

1. How tHeHow tHe
InternetInternet
AffectsAffects
ProductsProducts
Chapter 7Chapter 7

2. First…First…
More ResourcesMore Resources

3. • Webmaster Tools
• Keyword Tools/Adwords
• Website Rankings
• Auto Complete
• Google Local
• Google Insider
Great ToolsGreat Tools

4. • Bing Webmaster
More ToolsMore Tools

5. • 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

6. • knowen
• http://schema-creator.org
• SEO Site Explorer
ResourcesResources

7. • Directory Listing Services/Publishers:
– Yelp
– Tom Tom
– Cricket
– YellowBook
– Merchant
• Data Aggregators:
– Localeze
– Acxiom
– InfoGroup
– UBL
Get ListedGet Listed

8. Three (Three (33))
Levels ofLevels of
ProductProduct

10. • 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””

11. How tHe InternetHow tHe Internet
AffectsAffects ProductsProducts

12. • 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

14. • 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

15. ProductProduct
AugmentAtIonAugmentAtIon

16. • 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

17. How theHow the 2I2Is Affects Affect
Product OfferingsProduct Offerings

19. • 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

21. • 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

22. PersonalizationPersonalization

26. • 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

28. CustomizationCustomization

30. 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

31. • Your customers determine the product
features and benefits they want.
CustomizationCustomization

32. How Customers Contribute
to Product Development
Online

36. ProductProduct
LifecycLeLifecycLe

38. How tHe internet
Affects Product
deveLoPment

39. • “Learn as you go” approach
• Sense and respond
With the Internet…With the Internet…

40. • Idea GenerationIdea Generation
• Idea ScreeningIdea Screening
• Concept Development
• Product Design
• Prototype Development
• Test Marketing
• Commercialization
Product Development ProcessProduct Development Process

41. Finding and evaluatingFinding and evaluating
NEW IDEASNEW IDEAS

42. ““GoodGood
is theis the
EnemEnem
yy
OfOf
Great.Great.
””

43. in every tyPe ofin every tyPe of
orgAnizAtion tHAtorgAnizAtion tHAt
trAnsforms fromtrAnsforms from
goodgood toto greAtgreAt,,
certAin quALitiescertAin quALities
existexist.

44. ““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 isdo what you believe is
great workgreat work. . .”.”

48. That’s How It’sThat’s How It’s
ALWAYSALWAYS
Been DoneBeen Done

51. DO ITDO IT ApproachApproach

52. DD DefineDefine the problemthe problem
OO OpenOpen your mind & applyyour mind & apply
creative techniquescreative techniques
II IdentifyIdentify the Solutionthe Solution
TT TransformTransform : implement the: implement the
solution using an action plansolution using an action plan

53. 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
entrepreneu
rs
Yasmin Dominika 01/12 03/12 Funding
availability
In
developm
ent

55. BrainwritingBrainwriting

56. The DisneyThe Disney
Creative StrategyCreative Strategy

57.  DreamerDreamer
 RealistRealist
 CriticCritic
Go through all 3Go through all 3
stagesstages

58. StarburstingStarbursting

59. Star-burstingStar-bursting
Idea/Issue/
Challenge
WHO
WHAT
HOW
WHERE
WHEN
WHY

60. MetaphoricalMetaphorical
ThinkingThinking

62. Attribute ListingAttribute Listing

63. Maintenance Housing Childcare Summer
Camp
HVAC Systems Painting Summer Job
Training
Counselor
Training
Waste Disposal Rent Collection On-Premises
Daycare
Program
Development

64. 44 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?

65. Problem
Perspective:
 X
 X
Planning
Perspective:
 X
 X
Potential
Perspective:
 X
 X
People Perspective:
 X
 X
Problem Being AddressedProblem Being Addressed

66. “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.”
JosephJoseph
SugarmanSugarman