“The one fundamental truth vital to web product development success is to know the mind of the user”. Taken from Pragmatic Marketing a worldwide publication that focuses on product management and marketing training.
The thing I found the most interesting is the “User Experience Measurement Hierarchy” that is described on this site. Which points out that most organizations are only at Stage 1 where they simply provide general knowledge of their users’ online experience, by using tools like Heuristics, Expert review, and Web Hits/ Usage Analysis. Some have reached Stage 2 which is all about understanding user behavior and is used by “organizations in industries such as insurance, manufacturing, healthcare, travel/hospitality and financial services”. The tools used are: User Testing, Session Analysis, Online Surveys and A/B Multivariate Testing. Lastly and more rarely some organizations have reached Stage Three where they are influencing their users by utilizing tools like: Eye Tracking, Emotion/Trust Measurement, and Neuro-marketing. These tools are seen as the future of online marketing because they measure user thinking and persuade them to act.
"Changing the Way Businesses Get Answers. The Right Audience.Right Now."
Another example of businesses connecting with their target audience comes from Thumbspeak. A company that has created mobile phone apps that allow customers to interact in real-time with the businesses that they frequent.For Thumbspeak’s customers this feedback provides invaluable audience insight in a “moment of truth” kind of way. They believe that by creating a direct connection between people and businesses customers will feel more engaged as they know their opinions are being heard. This is great for businesses because it results in greater customer satisfaction and loyalty which for them equals profit. Thumbspeak is so successful that it has been ranked the number 1 free business application on iTunes.
I found it interesting that you mentioned eye tracking as this was something we learnt last semester in Marketing Strategy. It is all fine and dandy that someone sees you ad but it is 100% more effective if they take the time to read it and then ultimately lead to a sale. Useful information!
ReplyDeleteWow! That eye tracking stuff is scary - but also very intriguing, and a very good tool I'd imagine. I like how you've narrowed down the tools into specific programs, rather than talking about everything in general. Maybe it might be useful to mention something about social media as well though? I guess this fall somewhere between stage 2 and stage 3. I found an interesting link to a blog post that talks about social media as an increasing part of the marketing mix: http://bit.ly/b17W5j
ReplyDeleteBut yeah, this post is very interesting, and has even given me some ideas as to what to look into for my own business. :)
Cori, this post is great I like how you talk about the three different stages. And the eye tracking video is very useful I haven't thought about that, thanks for sharing it with us! I just think that you could talk a little bit more about specific ways in which companies can communicate their products and services to the customers.
ReplyDeleteOther than that, Great job! :)
Isn't it amazing the form that digital world takes? I find it amazing. Everything gets concentrated around the customer, yes of course they are the market and they will spend the money. But is astonishing the way in which these online tools, you mention, are actually able to monitor not only what you like about a product or brand, but will be able to say why you like particularly this product. It is more like a psychological test that you undergo when you launch the World Wide Web :))
ReplyDeleteI was just going back in time to see how we have all developed from the beginning of the semester until present day...Your blog has evolved into a vast portal of information and whats interesting is that your voice has come out more and more each week...You can tell by reading it that not only have you taught us but also taught yourself!
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