Online Marketplace Analysis

7/24/2019 Online Marketplace Analysis

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Online marketplaceanalysis:

Micro-environmentDIGITAL MARKETING

MBA !"#-"$


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%&estions 'or marketers

()at are o&r capa*ilities 'or &n+erstan+in, o&ronline marketplace

.o/ relevant is t)e *e)avio&r o' t)e actors in t)emicro-environment to t)e '&t&re o' o&r *&siness

.o/ +o I complete a marketplace analysis an+ )o/+oes t)is in'orm o&r +i,ital marketin, plannin,

.o/ are c&stomers0 nee+s c)an,in, as +i,italplat'orms +evelop an+ /)at are t)e implications o's&c) c)an,es

.o/ +o I compare o&r online marketin, /it) t)at o'o&r competitors

.o/ +o /e 1n+ s&ita*le interme+iaries at t)eplannin, sta,e o' a +i,ital marketin, strate,y


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2cenario 'or marketplace analysis

3o& )ave *een appointe+ *ym3circles4com as +i,ital marketin,mana,er4

3o&r task is to create a +i,italmarketin, plan 'or t)e ne5t year an+*eyon+

()at /o&l+ yo& nee+ to revie/ a*o&tt)e online marketplace to )elp createyo&r plan


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6i,&re 4 T)e Internet marketin, environment


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6i,&re 47 An online marketplace map


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Tools 'or marketplace analysis

Goo,le A,ency Tookit

)ttp:88///4,oo,le4com8a+s8a,ency8toolkit4)tml

Key Tools:)ttp:88///4smartinsi,)ts4com8marketplace-analysis8,oo,le-tools-yo&-may-not-kno/-a*o&t8

Ale5a: ///4ale5a4com or ///4compete4com

.it/ise: ///4)it/ise4com Nielsen: ///4nielsen-netratin,s4com

9omscore: ///4comscore4com ress releases

IMRG: ///4imr,4or,


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Iss&es in analysin, t)e online marketplace

Ta*le 47 T)e micro-environment: iss&es 'or +i,ital marketers


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6i,&re 4; A mo+el o' t)e Internet marketin, conversion process4 It s)o/s keytra? 1rst-time visitors =Q> an+ repeat

visitors =QR> an+ key conversion e


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6i,&re 4$ An e5ample o' a conversion mo+el


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6i,&re 4@ Mo+el s)o/in, conversion *et/een t)e +i,ital c)annel an+tra+itional c)annels +&rin, t)e *&yin, process


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6i,&re 4 Researc) Online &rc)ase Online e5ampleSource: Goo,le? !"!


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6i,&re 4"! 9ons&mer Internet ActivitiesSource: )ttp:88internet,o4net8 =accesse+ 7" May !"">


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6i,&re 4"" Development o' e5perience in Internet &se


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6i,&re 4" Reasons 'or an+ 'or not p&rc)asin, over t)e Internet in t)e KSource: 9)am*erlin !"!


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9ons&mer c)aracteristics

Demo,rap)ics: A,e? ,en+er? social ,ro&p

(e*o,rap)ics Access met)o+s an+ times

ersonas: D&l&5 e5ample


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D&l&5 persona e5ample

Aims: T)e aim /as to position D&l&54co4&k =6i,&re 4"7> as Cthe

online destination for colour scheming and visualisationto help you achieve your individual style from thecomfort of your home4 2peci1c o&tcomes on t)e site are

to *ro/se colo&rs? a++ colo&rs to a personal scrap*ook?&se t)e paint calc&lator an+ 1n+ a stockist4 6&rt)er aims/ere to /in t)e /ar *e'ore t)e store0i4e4 to provi+ecolo&r )elp tools t)at can )elp +evelop a pre'erence 'orD&l&5 *e'ore cons&mers are in-store an+ to prompt ot)eri+eas to sell more t)an one colo&r at a time4

2peci1c 2MART o*Fectives /ere to increase t)e n&m*ero' ni&e Hisitors 'rom "M p4a4 in !!7 to 74;M p4a4 in!!$ an+ To +rive " o' visitors to a +esire+ o&tcome=e4,4 or+erin, s/atc)es>4


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6i,&re 4"# D&l&5 site =///4+&l&54co4&k>


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Tar,et a&+ience variation

(o&l+ *e a+vent&ro&s ;-## /omen? online

Lack o' con1+ence /it) previo&s site:

- Gap *et/een inspiration =TH? ma,aJines? a+vertisin,> an+live+ e5perience =Lar,e DI3 s)e+s?nervo&s +iscom'ort>

- No ,&i+ance or reass&rance previo&sly availa*le c&rrentlyon t)eir Fo&rney

9olo&rs an+ colo&r com*inin, is key

Online is a /ell-&se+ c)annel 'or )elp an+ ,&i+ance on ot)ertopics

" mont) +ecoratin, cycle

ropensity to socialise

%&ality? tec)nical innovation an+ scienti1c pro1ciency o'D&l&5 is a ,iven

Base+ on researc)? it /as 'o&n+ t)at t)e main a&+ience 'or

t)e site /as 'emale /it) t)ese typical +emo,rap)ics an+psyc)o,rap)ics:


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E5ample personas

First time buyer4 enny E+/ar+s? A,e: @? artner: Ben? Location:

Nort) Lon+on? Occ&pation: 2ales Assistant

Part time Mum4 ane La/rence? A,e: 7@? .&s*an+: oe? Location:

Manc)ester? Occ&pation: art time Rcons&ltant

Single Mum4 Rac)el (ilson? A,e: #!? Location: Rea+in,?

Occ&pation: B&siness Analyst


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9ons&mer *e)avio&r mo+els

In'ormation 8 e5perience seekin,*e)avio&r mo+els

.ierarc)y o' response *&yin, processmo+els

M&lti-c)annel *&yin, mo+els

Tr&st-*ase+ mo+els 9omm&nity participation mo+els


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"4 In'ormation 8 e5perience seekin,*e)avio&r mo+els

Directed information-seekers4 T)ese &sers /ill *e lookin, 'or pro+&ct?market or leis&re in'ormation s&c) as +etails o' t)eir 'oot*all cl&*0s15t&res4 T)ey are not typically plannin, to *&y online4

Undirected information-seekers4 T)ese are t)e &sers? &s&ally re'erre+to as s&r'ers0? /)o like to *ro/se an+ c)an,e sites *y 'ollo/in,)yperlinks4 Mem*ers o' t)is ,ro&p ten+ to *e novice &sers =*&t note5cl&sively so> an+ t)ey may *e more likely to click on *annera+vertisements4

Directed buyers4 T)ese *&yers are online to p&rc)ase speci1c pro+&ctsonline4 6or s&c) &sers? *rokers or cy*erme+iaries t)at comparepro+&ct 'eat&res an+ prices /ill *e important locations to visit4

argain hunters4 T)ese &sers =sometimes kno/n as compers0> /ant to1n+ t)e oers availa*le 'rom sales promotions s&c) as 'ree samples orcompetitions4 6or e5ample? t)e MyOers site =www.myofers.co.uk>

is &se+ *y many *ran+s to ,enerate a/areness an+ interest 'romcons&mers4

!ntertainment seekers4 T)ese are &sers lookin, to interact /it) t)e(e* 'or enFoyment t)ro&,) enterin, contests s&c) as &iJJes? p&JJlesor interactive m&lti-player ,ames4


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4 .ierarc)y o' response *&yin, processmo+els

6i,&re 4"; A s&mmary o' )o/ t)e Internet can impact on t)e *&yin, process

'or a ne/ p&rc)aser


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7 M&ltic)annel *&yin, mo+els

Ta*le 4; T)e impact o' c)annel e5perience on c&stomer relations)ip


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# Tr&st-*ase+ mo+els

6i,&re 4" 2e,mentation *ase+ on in'ormation nee+ an+ tr&stSource: A+apte+ 'rom 6orrester =!!$> Telecon'erence Drivin, 2ales (it) 2e,mentationAnalyst: BenFamin Ensor o' 6orrester Researc)? @ 6e*r&ary !!$


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Types o' portal

Ta*le 4 ortal c)aracteristics


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6i,&re 4# E5ample o' a c)annel c)ain map 'or cons&mers selectin, an

estate a,ents to sell t)eir property


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6i,&re 74 Dierent sta,es o' a Gartner )ype cycleSource: Gartner Gro&p


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Et)ical iss&es

Et)ical iss&es concerne+ /it) personalin'ormation o/ners)ip )ave *een &se'&llys&mmarise+ *y Mason ="$> into 'o&r areas:

Privacy /)at in'ormation is )el+ a*o&t t)ein+ivi+&al

Accuracy is it correct

Property /)o o/ns it an+ )o/ cano/ners)ip *e trans'erre+

Accessibility /)o is allo/e+ to access t)isin'ormation? an+ &n+er /)ic) con+itions


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Di,ital la/s

Ta*le 74" 2i,ni1cant la/s /)ic) control +i,ital marketin,


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In'ormation collecte+ online

Ta*le 74 Types o' in'ormation collecte+ online an+ t)e relate+ tec)nolo,ies


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E9R le,islation s&mmary

Applies to cons&mer marketin, &sin, e-mail or2M2 messa,es

Is an opt-in re,ime =consent re&ire+>

Re&ires an opt-o&t option 'or all comm&nications

Does not apply to e5istin, c&stomers /)en

marketin, similar pro+&cts Re&ires t)at contact +etails m&st *e provi+e+

Re&ires clear 6rom

Applies to +irect marketin, comm&nications

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Online Marketplace Analysis

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