Succeeding with eLearning Jay Cross & Lance Dublin

Questions

Customers

Change Management

The Marathon Effect William Bridges

Change models go here

Marketing Concepts

Dilbert cartoon

“Marketing is far too important to be left only to the marketing department.” David Packard far too important

The Marketing Process Market research Segment and position Develop marketing mix* Implementation Feedback *product, price, promotion, place = Analyze = Design = Develop = Implement = Evaluate Process Marketing Instructional Design

Traditional Marketing Model Kotler,

“Neanderthal marketing” Equating marketing with selling. Getting new customers more important than caring for existing customers. Trying to profit from each transaction rather than managing customer lifetime value. Philip Kotler

Product The form of a product is a variable, not a given. Perceived products need not be commodities

“Commodities” Water Salt

Perceived product/tank car

Build Relationships One-time sales are costly. Repeat sales are lucrative. Goal = form lasting relationships with customers.

Brand

Marketing Concepts Market segmentation Target market Brand management Lifetime customer value Demographics Identity, logo, colors Niche marketing Lifestyle segmentation Tipping point, viral Shelf space Positioning Promotion Satisfaction Share of wallet

Marketing eLearning

Important market segments…?  Tenure: Novice, apprentice, old hand  Rank: Employee, supervisor, executive  Role: Customer, supplier, channel partner, employee  Personal transportation: bicycle, motorcycle, car, SUV, truck  Learning style: aural, oral, kinesthetic  Myers-Briggs score: I/E, N/, S/T, P/J  Performance: average or superstar  Personality: Inquisitive, outgoing, reserved Generation: Mature, boomer, GenX, GenY

Target Learner Offer Priority Promotion Delivery Research Monitor Decide Design Roll out ImprovePlanExecute Culture Demographics Infrastructure Resources Marketing eLearning

Marketing Mix Company Viewpoint: The Ps Customer Viewpoint: The Cs ProductCustomer needs & wants PriceCost to the customer PlaceConvenience PromotionCommunication

Marketing Mix for eLearning Company Viewpoint: The Ps eLearning Marketing ProductOffer, learning environment PricePriority PlaceDelivery Promotion

Marketing eLearning eLearning Marketingissues Offer, learning environment Co-creation PriorityBuild a brand DeliveryPosition as can-do PromotionPush vs. Pull

What’s your brand? TOP 10 SLOGANS OF THE CENTURY 1.Diamonds are forever (DeBeers) 2.Just do it (Nike) 3.The pause that refreshes (Coca-Cola) 4.Tastes great, less filling (Miller Lite) 5.We try harder (Avis) 6.Good to the last drop (Maxwell House) 7.Breakfast of champions (Wheaties) 8.Does she... or doesn't she? (Clairol) 9.When it rains it pours (Morton Salt) 10.Where's the beef? (Wendy's)

Characteristics of your eLearning What brand of car? What brand of beer? What brand of stockbroker? What brand of computer?

Sources Advertising Age, The Marketing Imagination, Ted Levitt Kotler on Marketing, Philip Kotler Principles of Marketing, Philip Kotler The Cluetrain Manifesto, Chris Lock et alia Gonzo Marketing, Chris Locke Real Time, Regis McKenna Blur, Stan Davis and Chris Meyer