2. About Dave Chaffey
Strategy &
analytics Qualifications
www.smartinsights.com
Search
& conversion Best Practice
Books
3. Use Smart Insights to help
you on the module:
www.smartinsights.com
The RACE digital
strategy
framework
http://bit.ly/smartstrategy 3
4. What we need to cover in
online marketplace analysis
5. Our case study : www.i-to-i.com
Multichannel business with
significant proportion of leads
and sales generated online
Audience in 4 key markets:
UK & Ireland
US
Europe
Australia & NZ
RoW
Course popular with gap
year and career break
students
15,000 trained annually
online or on weekend TEFL
Use full range of digital
channels integrated with
call-centre sales
5
6. Why bother? What do we get from
online marketplace analysis?
What would the Ecommerce manager of i-to-i need to know
about the main marketplace players?
7. 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
8. Step 1. Output from tutorial – Internet SWOT
Strengths: Weaknesses:
Opportunities: SO Strategies WT Strategies
Threats: ST Strategies WT Strategies
9. Internet SWOT example
9
Source: Chaffey et. al. (2009) Internet Marketing: Strategy, Implementation and Practice
FT-Prentice Hall. 3rd edition. With permission. Pearson Education.
10. Another Internet SWOT example
10
Source: Chaffey et. al. (2009) Internet Marketing: Strategy, Implementation and Practice
FT-Prentice Hall. 3rd edition. With permission. Pearson Education.
11. Internet five forces analysis – does this help?
Bargaining More choice +
powers of Soft-lock in
Comparison sites
customers
Power of Threat of
The business
suppliers subsitutes
Extent of rivalry
Threat of new
between
entrants
competitors
Porter, M. (2001) Strategy and the Internet. Harvard Business Review. March 2001, 62-78.
13. 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
15. 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)
16. Touch screen mobiles are becoming popular
...and so will Internet video on mobile devices...
■ Its not so much the iPhone but ...and 3G “all you can eat”
the large touch screen that has connections.
produced the first
usable Internet
browsing mobile
device...
UK phone networks forecast that half of UK will have
large screen Internet mobile phones within four years.
Source: Lisa Harris (www.lisaharrismarketing.com)
17. Mobile and App OVP
http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps
18. Tip. Create an online marketplace map to
understand your customer influencers
Key
Point
Step 2. Online marketplace map
Key
Point
19. Step 2a. Identify 4-6 personas
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
http://carsonified.com/blog/design/how-to-understand-your-users-with-personas/
28. 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/
29. 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
30. Some changes to buyer behaviour
+ Viral
marketing
& E-PR
Behavioural targeting
- Brand
less important
+ Brand
more important
+ Paypal and
Google sales
SearchComparison UGC
recommendations
through social networks
31. Behaviour evolves with Experience
E-mail; Research Visit Buy Buy at
Search travel, company goods; auction;
engines; films, / brand visit gov’t Download
Surfing jobs sites sites software
Immediate 1st year 2nd year 3rd year 4th year
Fast: 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
33. 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
37. What do site users care about (1)
Fogget 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%
38. 1e
Defining your OVP Key
Point
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
43. How can
social
media
help
SEO
and expanding
awareness?
Source:www.theconversationprism.net
44. Prioritising through the digital marketing radar
http://www.smartinsights.com/digital-marketing-strategy-alerts/prioritising-digital-marketing-radar/