Return to Methodology Part 3
At this point, design modifications have been implemented to maintain Emetrics Summit's dominance in the web analytics market. Entering new markets is simply a matter of modifying the inputs to these same NextStage tools, and utilizing Emetrics Summit's existing recognition as one of the parameters available to enter new markets. This allows Emetrics to take its existing look and feel and only make the necessary changes to establish itself in marketing, search and other optimization market segments.
Simply stated, Emetrics can take its existing brand and modify it enough to stimulate interest in new markets while retaining the dominance and loyalty established in the old markets. People wanting to come to an Emetrics Marketing Optimization Summit will know that a proven and well-established brand is behind the new venture, bringing existing credibility to the new effort. This allows the new audience to borrow an expectation level from Emetrics Summit's existing audience base by recognizing and sampling their experience (which has always been highly satisfactory).
This methodology -- taking what is known to be successful "here" and only changing what is required in order to be successful "there" -- has an enormously long and (ahem!) successful history. It has worked for every civilization that expanded its territories via trade -- as opposed to conquest -- and is the basis for the most long-lived cultures on the planet.
"The insights NextStage provides are all obvious-after-the fact," Emetrics’ Jim Sterne reported. "Their recommendations make infinite sense once they are on the table. The amazing part is the social science behind what seems like logical web usability."
Links for this article:
• Usability Studies 101: Redesign Timing
• Focusing Your Customer's Attention
• Usability Studies 101: Experience as an Equation
• Headlines That Attract Attention
• Keep It Simple to Maximize Market Share
• Tips For Your Next Website ReDesign
Joseph Carrabis is CRO and founder of NextStage Evolution and NextStage Global and founder of KnowledgeNH and NH Business Development Network. He was recently selected as a senior research fellow and board advisor for the Society for New Communications Research. Read full bio.
