E-marketing Research
Conducting Market
Research in E-marketing
Marketing Research
• “…Researching the
whole of a
company’s
marketing process” Palmer
The Marketing Research Process
1. Define the problem.
2. How do we collect
the data?
3. What kind of sample
method?
4. How will we analyze
the data?
5. Determine budget
& timeframe
6. Do managers
approve of the
research?
7. Collect the data
8. Analyze the data
9. Check for errors
10. Write the final
report
Sources of Data
• Primary
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Conducted from scratch
Questionnaires
Interviews
Internet sites
Mystery shopping
Focus groups
Projective techniques
Product tests
Diaries
Omnibus Studies
•
Secondary
• Already exists in some form
– Trade associations
– National & local press industry
magazines
– National/international governments
– Websites
– Informal contacts
– Trade directories
– Published company accounts
– Business libraries
– Professional institutes
– Omnibus surveys
– Previously gathered marketing
research
– Census data
– Public records
Situation Analysis for E-marketing
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Internal vs. External Perspectives
Where are we now?
Internal Audit
Competitor Research
The 5Ss of Internet Marketing
1. Sell- Grow sales and attract business using
2.
3.
4.
5.
digital technologies.
Serve - Add value through the benefits of the
Internet (such as speed).
Speak - Get closer to customers by making
your business available to them at home, work
or on the go with mobile technologies.
Save - Reduce costs by using information
technologies to make your business more
efficient.
Sizzle - Extend the online brand (or create a
new one) - remember sell the sizzle not the
sausage i.e. the benefits, aesthetics or value of
a product or service rather than its features.
The Customer Life Cycle (CLC)
• Considering the creation and delivery of
lifetime value to the customer.
• Products customers need throughout
their lives
• Market oriented rather than product
oriented
• Key stages of customer relationships
are considered.
SWOT Analysis - Ranked & Weighed
• Used to audit the organization and see
where the strengths and weaknesses
are
• First stage of planning
• Strengths, Weaknesses, Opportunities,
Threats
• Key benefit - flexibility
• Can use POWER SWOT
COMPETITOR RESEARCH
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Use Search Engines
Hunt for Trade Associations
Ask Your Target Market
Newsgroups and Post Queries
Read Online Competitive Information
Study Demographic Reports
Original Source Material
Monitor Special Interest Material
Use a Professional Researcher
Customer Relationship Management
• The development of a relationship
between the customer and the business
that results in a mutually beneficial
relationship
• The business serves the customer at
the different stages of the customer’s
life cycle and the customer stays loyal
to the business because of the
relationship, which brings higher
revenue to the business.
That’s The End Of Our Show!
Information in this PowerPoint came from:
www.marketingteacher.com