Chapter+5+Notes

Chapter 5: Push and Pull - Notes
Back to Ambient Findability


 * What is ambient marketing?
 * Marketing any where, any time.
 * Provide several examples of unique ambient marketing that you have encountered.
 * Describe (in your own words) what a “push-free world” would be like.
 * No marketing delivered to you.
 * No advertising at all.
 * You would have to go out and find/research every product you wanted to buy.
 * More difficult to hear of new products.
 * What forms of push marketing are there on the internet?
 * Banner ads
 * Pop ups
 * Interstitials – Ad that loads between content pages
 * Skyscraper - An online ad significantly taller than the 120x240 vertical banner
 * What forms of marketing on the internet mix push and pull?
 * RSS
 * Email groups
 * Home pages
 * What are the changes brought by the new internet economy?
 * Users have more buying power, more variety, and more information
 * Users have to spread their attention across many more channels
 * Lots more competition among companies
 * Need a balance between push and pull
 * What are the key tenets of web design?
 * You are not the user: You need to know who your users are, what they want and how they operate on the web. - Use of web logs and usability testing are critical
 * Experience is the brand: Users must be able to find what they want on your site easily and consistently. - In flat ads, the picture conveys the message - On the internet, the interaction conveys the message, - Therefore, interaction is key
 * You can’t control the experience: Since web sites include interaction, you cannot control (or predict) how users will use your site. - Prepare for all scenarios. - Remember that many people arrive at a page within your site, not via the homepage, because they got there via Google
 * List three reasons why findability is difficult to achieve on the web:
 * There is ambiguity in the approach to labeling things on the web.
 * The web is a natural classification mechanism while findability defies classification. It flows across the borders between design, engineering and marketing.
 * Because findability isn’t some one explicit’s job, it falls through the cracks. - WNEC web site is a classic example!!
 * Findability requires interdisciplinary cooperation, which may not be supported within a company
 * What is “personalization”?
 * Hybridization of push and pull that combines marketing and technology.
 * Allows companies to create custom content for specific users \
 * Includes targeted marketing, customized messaging, differential pricing, and product personalization
 * List the reasons why technologies that promise personalization fail and explain each.
 * Ambiguity of language: May be difficult to find exactly what the user is looking for due to mis-match of synonyms
 * Paradox of the active user: Users do not want to spend the time in customizing their own profile, even if it results in more accurate information being served. Technology has to “guess” at parts of profile.
 * Ambiguity of behavior: People have a variety of motives for making even simple purchases. It is difficult for technology to determine whether choice is of the user or due to some other motivation (purchasing for my mother, gift for scholarship, etc.)
 * Timing: Technology needs to know not just what you want, but **when** you want it.
 * Evolution of need: Our needs evolve over time. Difficult to predict future use based on past behavior.
 * Concerns of privacy: Limits to the amount of personal data people are willing to share in return for tailored services.