day 19
Principles of Marketspace Matrix Design
- Which lever should be used?
o Choose levers to effect a change
o Determine which levers have the most leverage
o Consider barriers to advancement
o Consider the mediums effect on desired behavior
o Level of involvement matters
o Understand consumer learning trends
o Credibility of the channel matters
o The choice of levers must be consistent with positioning choice
o The medium can be the message or the product
o Matrix design must be adaptive
E-Bay’s Application of Marketspace Matrix (’98-’99)
- Once E-Bhay had adv. (?) a significany number of users into the exploration/expansion phase the firm needed to focus on sustaining commitment
- As the firms needs change, so did it’s M.M.
- Awareness
o Begin first major advertising in late ’98
o Radio and print campaign with “you might just find it on e-Bay” slogan
o Strategic alliances with the aol.com and now defunct go.com
o Sponsored auction of famous memorabilia for free media exposure
- Exploration/Expansion
o Added new attributes and services
o Offered complementary services
o Improved existing services
o Enhanced community offerings
o Forums where veteran e-Bay users will answer questions for new users
- Commitment
o Community enabling remain a constant product lever to adv.(?) user to and sustain commitment
- Dissolution
Exhibit 13.3
day 20: Video
- 10 tips for Online Advertising
1. Let customer segment themselves
2. Stop interrupting; start attracting
3. Listen
4. Watch what your customers do
5. Dump the hype. Get real
6. Be relevant; Others will pass it along
7. Respond to what they say and to what they do
8. ?
9. ?
10. ?