digital technology to reduce the cost of search and information. So the challenge is not how to present the information in front of consumers, but consumers have been overwhelmed by the flood of information. Therefore, marketers should focus on not attract eyeball problem, but to learn to design rich and seamless interface.
modern marketing actually started in 1960s by Philip · Kotler put forward the development target of market demand, desire and interest "(uncovering the needs, wants and interests of target markets) concept. Since then, a number of marketing staff have learned to focus on the consumer, and efficient product features and benefits to communicate with them in place.
but for today’s marketing staff, a more important source of wisdom is Ronald · Coase published in 1937 masterpiece "nature of enterprise" (The Nature of the Firm), which points out that the purpose of the business is to achieve the minimum transaction costs, especially the cost of search and information costs. This is also an important feature of the brand.
today, digital technology has reduced search and information costs. So the challenge is not how to present the information in front of consumers, but consumers have been overwhelmed by the flood of information. Therefore, marketers should now being not "eye-catching" problem, but to learn how to design rich and seamless interface.
let’s look back on a classic story.
new market is how to create the
innovation guru Tim Kastelle pointed out that the early adopters of new products are those who have the greatest demand pain points. For example, the first computer users are scientists at the Institute, they need to use these machines to help them deal with large and complex computing.
but by the early 1970s, Bob Taylor had a new idea. He found that when the cost of computers began to decline exponentially, it began to evolve into a communication device. So he and colleagues at the Xerox Palo Alto Research Center (PARC) began to develop a machine at the time it seems unbelievable, the computing ability of the 2/3 machine on display.
this unprecedented new computer name is Otto (Alto). All the computer market was designed to be shared by many people, Otto is designed specifically for use by one person, and has a simple and intuitive interface, do not need to be an expert to use, any person who spends an hour can learn to use.
soon, Jobs visited PA>