4. Marketing - Textbook Definition:
The activities of listening to customer needs,
assessing the competitive landscape and
then designing and creating products and
services accompanied by messages that
shape audience perceptions, leading to
opportunities for revenue.
5. Translation
• Find out what they want
• Give it to them at a reasonable cost
• Tell them about it
6. Four P’s of the Marketing Mix
• Product
• Place
• Price
• Promotion
7. Old School vs. New-Marketing
OLD NEW
Everyone’s responsibility
Marketing department
Library controls Users have power
Library’s content Users’ content
Focus groups, surveys User feedback
Advertising Evangelizing
One way broadcast Two-way, iterative conversation
8. What is Word-of-Mouth Marketing?
Activities that generate personal
recommendations and referrals for your
services, or “products”
9. Why Should I Care ?
• Traditional marketing is becoming less
effective
– information overload
– skeptical public
– “narrowcasting”
10. Technology Pumps It Up!
• Potential for the exponential
• Message is recorded (somewhere!), no
longer ephemeral
• Vital for “hard-to-reach” groups
11. It All Begins With One-to-One
One-to-one is:
• Trusted
• Timely
• Tailored
12. I Thought Viral Was a Bad Thing …?
• Word-of-mouth – person to person
• Viral – word-of-mouth enhanced by online
interactions
• Buzz – Everyone is talking about it – message
is no longer moving linearly
13. Word-of-mouth Is Not Appropriate When:
• Product is complicated
• Forced, fake, or bought
• Product is a dog
14. Creating a Buzz
• Let’s give them something to talk about!
• The Wow! factor