MostContagious2012.pdf - Contagious Magazine

Marketing as
service design /
utility not noise
Brands have long taken a good,
hard look at consumer behaviour.
But what if, instead of using that
insight to serve people with the
right type of ad at the right time,
marketers considered adding value
to the lives of those people, or
removing pain points?
That’s a service-design approach to marketing.
We saw it in action in March this
year when Dubai pizza-delivery company
Red Tomato realised that because of
the number of languages spoken in the
Emirate, each phone-based order took
nine minutes for customers to complete.
No amount of leaflets through doors
would ever overcome that situation.
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf
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