Online marketplace analysis - Smart insights - dave chaffey
-
Upload
dave-chaffey -
Category
Documents
-
view
14.468 -
download
3
Transcript of Online marketplace analysis - Smart insights - dave chaffey
Understanding the online marketplaceDr Dave Chaffey for University of Derby 2011
Qualifications
Best Practice
Books
About Dave Chaffey
Strategy &analyticswww.smartinsights.com
Search & conversion
3
Use Smart Insights to help you on the module:
www.smartinsights.com
The RACE digitalstrategy
framework
http://bit.ly/smartstrategy
What we need to cover in online marketplace analysis
Our case study : www.i-to-i.com
5
Multichannel business with significant proportion of leadsand sales generated online
Audience in 4 key markets: UK & Ireland US Europe Australia & NZ RoW
Course popular with gapyear and career breakstudents
15,000 trained annuallyonline or on weekend TEFL
Use full range of digitalchannels integrated with call-centre sales
Why bother? What do we get from online marketplace analysis?
What would the Ecommerce manager of i-to-i need to knowabout the main marketplace players?
Tutorial / assignment homework
1. Create Internet-specific SWOT
2. Create marketplace map
A. Define main customer types to target
B. Analyse consumer behaviour: Online preferences – platforms, what they want? Buyer behaviour Search behaviour
C. Identify relevant partner sites
D. Find competitors and benchmark
Step 1. Output from tutorial – Internet SWOT
Strengths:
Weaknesses:
Opportunities:
SO Strategies• • • • • •
WT Strategies• • • • • •
Threats:
ST Strategies• • • • • •
WT Strategies• • • • • •
9
Internet SWOT example
Source: Chaffey et. al. (2009) Internet Marketing: Strategy, Implementation and PracticeFT-Prentice Hall. 3rd edition. With permission. Pearson Education.
10
Another Internet SWOT example
Source: Chaffey et. al. (2009) Internet Marketing: Strategy, Implementation and PracticeFT-Prentice Hall. 3rd edition. With permission. Pearson Education.
Internet five forces analysis – does this help?
Power ofsuppliers
Bargainingpowers ofcustomers
Extent of rivalrybetween
competitors
Threat ofsubsitutes
Threat of newentrants
The business
Porter, M. (2001) Strategy and the Internet. Harvard Business Review. March 2001, 62-78.
More choice +Soft-lock in
Comparison sites
http://www.ruderfinn.com/rfrelate/intent/intent-index.html
Start with the customer!
How do you spend your time online?
Which of these activities have you completed in the last 6 months? 1 Upload personal photos 2 Upload video 3 Managed a social network profile 4 Written own blog 5 Used microblog (Twitter)
6 Rated blog 7 Commented on blog 8 Rated / reviewed product
Rank the activities in order of importance
See http://www.marketing-online.co.uk/wiki/Social_Media_Usage_Statistics
Digital marketing isn’t just the Internet
Microprocessors are going into many different devices
...and 3 screens are now becoming mainstream...
When I want it and Where I want it.
Source: Lisa Harris (www.lisaharrismarketing.com)
Touch screen mobiles are becoming popular
...and so will Internet video on mobile devices...■ Its not so much the iPhone but
the large touch screen that has
produced the first
usable Internet
browsing mobile
device...
...and 3G “all you can eat”
connections.
UK phone networks forecast that half of UK will have large screen Internet mobile phones within four years.
Source: Lisa Harris (www.lisaharrismarketing.com)
Mobile and App OVP
http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps
Tip
. C
reate
an
on
lin
e m
ark
etp
lace m
ap
to
un
ders
tan
d y
ou
r cu
sto
mer
infl
uen
cers
KeyPoint
KeyPoint
Step 2. Online marketplace map
Forrester Research on “site design personas” Ethnographic researchers
averaged 21 i/views per project for 4
personas, $47K $10K to 100 i/views for 8 personas,
$500K Examples:
Ford uses 3 buyer personas at Ford.com
Primary persona ‘Marie’ – just beginning car shopping process, hasn’t settled on brand, doesn’t know about cars, needs Help!
Staples.com has 7 for shoppers Microsoft had 7 for Windows XP
Segment on key characteristics/behaviours “Seeks high quality”, “Seeks low
cost” “Starting evaluation”, “Final
decision” Occasional visitor, frequent visitor
Step 2a. Identify 4-6 personas
http://carsonified.com/blog/design/how-to-understand-your-users-with-personas/
20
For each persona define preferences for: Platforms
(web, email, mobile) Platform usage (hours) Content consumption: General site types & category-specific Social media - content creation & participation Search behaviour Trusted brands
Scenario-based usability test example
Key influencers / information sources
Step 2a. Main customer types for i-to-i
Finding current customer segments, partners using www.google.com/adplanner
B2B and B2C targeting examples
27
Understanding keyphrase behaviour for brand and product preferences
http://www.smartinsights.com/blog/digital-marketing-strategy/tools-for-benchmarking-competitor-visitor-numbers/http://www.smartinsights.com/blog/seo/keyword-research-process/ http://www.smartinsights.com/search-marketing-alerts/best-link-analysis-tools-for-seo-and-online-pr/http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software/
Need to understand Internet impact on buyer behaviour – how does it change?
Figure 7.9 A summary of how the Internet can impact on the buying process for a new purchaser
See Chapter 2
Some changes to buyer behaviour
Search UGCrecommendations
through social networks
Comparison
- Brandless important
+ Viralmarketing
& E-PR
+ Brand more important
+ Paypal andGoogle sales
Behavio
ura
l ta
rgeti
ng
Behaviour evolves with Experience
1st year 2nd year 3rd year 4th year
E-mail;Search engines;Surfing
Researchtravel,films,jobs
Visit company/ brandsites
Buygoods;
visit gov’t sites
Buy at auction;
Downloadsoftware
ImmediateFast: extensions of PC use; read-only information
Medium: research for complex decisions
Slow: technically complex or financially risky
Source: Forrester Research. Analysis of Consumer Technographics 1999-2003. Base: Online consumers. Years mark average time needed for consumers to start activity
Step 2d Understanding online intermediaries
Portals = gateway = publishers Example:
Affiliates – compare prices Example:
Aggregators = price comparison sites and review sites = Revoo Example:
Blogs Example
Step 2d. Competitor benchmarking
Think of when you use a site online – what affects your experience and perception of brand?
Brainstorm 10-20 different characteristics of a site that the affect brand experience and then group them into 5 or 6 different areas you could use for benchmarking
What’s important to whether you buy again from a brand or site?
What makes an effective online brand?
Trust factors
What do site users care about (1)
Fogg et al. (2003) asked students to review sites to assess the credibility of different suppliers based on the website design. They considered these factors most important:
Design look 46.1% Information design/structure 28.5% Information focus 25.1% Company motive 15.5% Usefulness of information 14.8% Accuracy of information 14.3%
Defining your OVP
OVP - Online Value Proposition Reinforces core brand proposition and credibility,
but messaging shows: What can a visitor get from your online brand that…
They can’t get from you offline? They can’t get from competitors?
Communicate message forcefully: online and offline
Examples: ‘Compare. Buy. Save’. Kelkoo (www.kelkoo.com) ‘Earth’s biggest selection’. Amazon (
www.amazon.com) ‘Search the largest inventory of cars and trucks on
the Internet. More than 1.5 million listings, updated daily’ (www.autotrader.com)
Write down your online value proposition
KeyPoint
1e
Gaining site and business innovation ideas through Uservoice
Remember to review integration = Supporting channel-switching behaviour
41
KeyPoint
Benchmark main types of digital communications tools used by competitors
How can social media help SEO
and expandingawareness?
Source: www.theconversationprism.net
Prioritising through the digital marketing radar
http://www.smartinsights.com/digital-marketing-strategy-alerts/prioritising-digital-marketing-radar/
Thank you! Let’s Connect! Questions & discussion welcome
uk.linkedin.com/in/davechaffey
facebook.com/smartinsights
twitter.com/smartinsights
Blog www.smartinsights.com/blog
Feeds www.feedburner.com/smartins
ights
Enewsletter www.smartinsights.com