Understanding the online marketplace Dr Dave Chaffey for University of Derby 2011
About Dave Chaffey Strategy & analytics Qualifications www.smartinsights.com Search & conversion Best Practice Books
Use Smart Insights to help you on the module: www.smartinsights.com The RACE digital strategy framework http://bit.ly/smartstrategy 3
What we need to cover inonline marketplace analysis
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
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?
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 StrategiesThreats: ST Strategies WT Strategies
Internet SWOT example 9Source: Chaffey et. al. (2009) Internet Marketing: Strategy, Implementation and Practice FT-Prentice Hall. 3rd edition. With permission. Pearson Education.
Another Internet SWOT example 10Source: Chaffey et. al. (2009) Internet Marketing: Strategy, Implementation and Practice FT-Prentice Hall. 3rd edition. With permission. Pearson Education.
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.
http://www.ruderfinn.com/rfrelate/intent/intent-index.htmlStart 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
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 ...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)
Mobile and App OVPhttp://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps
Tip. Create an online marketplace map to understand your customer influencers Key PointStep 2. Online marketplace map Key Point
Step 2a. Identify 4-6 personasForrester 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 visitorhttp://carsonified.com/blog/design/how-to-understand-your-users-with-personas/
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
Understanding keyphrase behaviour for brand and product preferenceshttp://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 impacton buyer behaviour – how does it change?Figure 7.9 A summary of how the Internet can impact on the buying process fora new purchaser See Chapter 2
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
Behaviour evolves with Experience E-mail; Research Visit Buy Buy atSearch travel, company goods; auction;engines; films, / brand visit gov’t Download Surfing jobs sites sites softwareImmediate 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
Step 2d. Competitor benchmarkingThink 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 youbuy again from a brand or site?
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%
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