Technology Marketers Should Put Customer Usage Models First

Technology usage model

Technology usage model


Usage models are commonly used for technology and software products in testing, use analysis, UI design,… But I think one of the most important applications of technology usage models is in marketing.

What is a usage model? Basically, usage models are the ways in which customers use or interact with the technology product, software application, web service… whatever the product happens to be.

Some questions I think are important to ask ourselves are:

  • Why are usage models important in marketing?
  • How can we use usage models to improve marketing ROI?
  • Why don’t technology marketers focus more heavily on usage models?

Too often, technology marketers focus on the features… What cool things can this product do? What cool things can you do using this service?

But that’s thinking about it backwards…

Put usage models first, and that naturally gets you thinking first about the customer’s needs, and second about the features.

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