Which lever should be used?
- choose levers to effect a change
- determine which levers have the most leverage
- consider barriers to advancement
- consider the medium’s effect on desired behavior
- level of involvement matters
- understand consumer learning trends
- credibility of the channel matters
- the choice of levers must be consisted with positioning choice
- the medium can be the message – or the product
- matrix design must be adaptive
Ebay’s application of the marketspace matrix (1998-1999)
- once ebay had advanced a significant number of users into the exploration/expansion phase, the firm needed to focus on sustaining committment
- as the firm’s needs changed, so did its marketspace matrix