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Satama’s consulting Director, Vesa Ilmarinen, emphasis in this insight the importance of simplicity in design and communications.

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This phrase is probably familiar to many of us. I kept coming back to this principle when I was trying to work out a simple way of explaining to my customers and colleagues what my unit actually does. For example, we have been devising “web strategies”, producing “concept designs” and defining “target states” for years and continue to do so. But how can I explain this in a way that makes sense to you, my valuable customer? Below, I have tried to explain how we want to help you, in plain English.
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In this article Satama’s Director Eeva-Liisa Ylälahti discusses the various approaches to analyse consumer behaviour and means to bring consumer understanding as business-relevant as possible.

Does the marketer need to understand the buying process of a consumer in the market for a vacation package, mobile phone, or a new home? Yes – by understanding the consumer’s buying process, the marketer can learn to both manage and make the most of media convergence.

Does the consumer in the market for a vacation package, mobile phone, or new home need to understand media convergence? No – the consumer simply lives media convergence by using different marketing channels in a variety of ways and by moving back and forth between channels in search of products and/or services.

From information silos to understanding the buying process

Although there have been myriad studies on marketing phenomena, most often the knowledge gained has been cross-sectional. Marketing channels have been studied in silos; each channel and its efficiency separately. Rarely if ever have studies focused on successive media or how multiple channels work together as a single entity.

Last fall, the Helsingin Sanomat newspaper undertook a forward-thinking study of consumer processes related to the purchase of a home or apartment. The central goal was better understanding of how print media and the internet work together; in other words, the study focused on the play between the net and the newspaper, and how people moved back and forth between the two while searching for interesting investments. The process of buying a home was recognized as lengthy in terms of duration and complex in terms of the channels used. The study subjects were Helsinki area residents who were in the market for a new home over the next six months. (more…)

Companies increasingly have to deliver holistic customer experiences where the brand is core and products and services are merely a part of an entire network of rapidly changing customer touch points and devices.Successful experience design is defined by context-rich and holistic research and design methods, starting already in the very early phases of the development process. An essential driver within this holistic approach is a good understanding of the overall context of use.

Customer experiences are determined by interactions with the whole brand, not just with a particular product or service. A company can differentiate itself at every point at which it comes in contact with its customers.

This Satama Voice Insight was authored by Satama’s Senior Design Consultant Boyd de Groot and was also published earlier in the July-August issue of Interactions, an international bi-monthly magazine for designers of interactive products published by ACM SIGCHI.

Dowload the Insight from here. (PDF, 250k)

Hip, wired, cool, outgoing, active, insecure, constantly online – is this the image of the youngster or young-minded person marketers are chasing after? Why is this segment so important? What should modern marketers know about the digital channel and how should they use it? How can they reach this important market and how should they communicate with it?

The second Satama Voice Insight discusses these topics and offers ideas on marketing planning for the youth segment, and beyond. Please download the document and feel free to also give input and comments below.

Insight #2: Youth Marketing (PDF, 6.8 MB)

Having deja-VU like me? Remember the Sony Watchman? When I was still in school it was the hottest thing around, then it quietly disappeared. Mobile TV is the next hot topic in the telecom industry. Nokia is pushing it heavily. Several trials are being held in Finland and the Netherlands and the discussion concerning licences, content providers, broadcasters and new revenue models is heating up! At Satama we think that Mobile TV has a good chance of making it this time - as long as the user experience is good enough. After all, the end-user must like it. The playing field of Mobile TV is quite interesting and involves new players, new business models and new content. Read what we think at Satama about Mobile TV, and how we think the user experience can be improved:

Insight #1: Mobile TV (PDF, 5.6 MB)