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Succeeding with eLearning. Jay Cross & Lance Dublin. Questions. Customers. Change Management. Change. The Marathon Effect. William Bridges. Change models go here. Marketing Concepts. Dilbert cartoon. far too important.
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Succeeding with eLearning Jay Cross & Lance Dublin
The Marathon Effect William Bridges
far too important “Marketing is far too important to be left only to the marketing department.” David Packard
Process Marketing Instructional Design = Analyze = Design = Develop = Implement = Evaluate The Marketing Process • Market research • Segment and position • Develop marketing mix* • Implementation • Feedback *product, price, promotion, place
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
Build Relationships • One-time sales are costly. • Repeat sales are lucrative. • Goal = form lasting relationships with customers.
Important market segments…? qTenure: Novice, apprentice, old hand qRank: Employee, supervisor, executive qRole: Customer, supplier, channel partner, employee qPersonal transportation: bicycle, motorcycle, car, SUV, truck qLearning style: aural, oral, kinesthetic qMyers-Briggs score: I/E, N/ , S/T , P/J qPerformance: average or superstar qPersonality: Inquisitive, outgoing, reserved Generation: Mature, boomer, GenX, GenY
Marketing eLearning Plan Infrastructure Culture Decide Offer Design Research TargetLearner Priority Delivery Improve Roll out Promotion Demographics Resources Monitor Execute
Company Viewpoint: The Ps Customer Viewpoint: The Cs Product Customer needs & wants Price Cost to the customer Place Convenience Promotion Communication Marketing Mix
Company Viewpoint: The Ps eLearning Marketing Product Offer, learning environment Price Priority Place Delivery Promotion Promotion Marketing Mix for eLearning
eLearning Marketing issues Offer, learning environment Co-creation Priority Build a brand Delivery Position as can-do Promotion Push vs. Pull Marketing eLearning
What’s your brand? • TOP 10 SLOGANS OF THE CENTURY • Diamonds are forever (DeBeers) • Just do it (Nike) • The pause that refreshes (Coca-Cola) • Tastes great, less filling (Miller Lite) • We try harder (Avis) • Good to the last drop (Maxwell House) • Breakfast of champions (Wheaties) • Does she ... or doesn't she? (Clairol) • When it rains it pours (Morton Salt) • 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, www.adage.com/ • 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