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Kunnskapskilden – Internet Marketing Intelligence
Internet Marketing Intelligence
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Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
Content
Chapter 4 |
Environmental Scan |
Chapter 4 Environmental Scan4.1 General trend4.2 What demographic trends / factors need to be considered?4.2.1 Generally 4.2.2 Demographics and Internet 4.3 Economic and Business trends / factors4.3.1 Generally 4.3.2 Internet and Economic and Business trends / factors 4.3. 4. Transactions 4.3.5 Daily Financial and Economic News Services 4.3.6 General Economic Demographics 4.3.7 Sample Economic Journals Online 4.3.8 Business Trends 4.4 What Political / Legal factors are likely to impact on the market?4.4.1 Generally 4.4.2 Internet and E-commerce 4.4.3 Internet and Work force 4.4.4 Internet commerce, Legal and ethical issues, security and regulations 4.4.5 The Market Impact of New Media 4.5 Trade and International Issues4.5.1 Generally 4.5.2 International Trade Newsgroups and Listservs 4.5.3 International Trade Sites 4.5.4 Trade and International Resources 4.6 What social / cultural trends / factors need to be considered?4.6.1 Generally 4.6.2 Trends for the future 4.6.4 The trends which are undermining One to One Industry’s concept 4.6.5 Other Social trends 4.6.6 Workforce trend 4.7 What technological trends / developments need to be considered?4.7.1 Generally 4.7.2 21st. Century trends(1) 4.7.3 21ST. Century trends (2) 4.7.4 Future Trends in Telecommunications 4.7.3 The Eight Critical Information TechnologyTrends 4.7.6 Internet and technology change 4.8 What environmental factors? (green environment)4.8.1 Generally 4.8.2 Internet |
4.2 |
What demographic trends/factors need to be considered |
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
4.2.1 Generally
The first environmental factor of interest to managers and marketers is population. People make up markets. In other words you may have the perfect product but probably without examining the consumers you won’t have a chance.
It is a fact that world population is showing «explosive»growth. It is estimated that the world’s population will reach 6.2 billion by 2000. It may seem that there is a great marketing opportunity in that increase but there are two considerations. The first is the possible flintiness of the physical resources.
The second cause for concern is that population growth is highest in countries and communities that can least afford it.
No matter what the limitations are, more consumers mean more needs. The important fact to understand is that growth does not mean growing markets, profits unless there is sufficient purchasing power.
As a summary managers for this topic have to deal with issues such as
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The following sites provide databases and statistics pertaining to demographics that influence economics.
The information contained in the sites below is vast, although generally a distinct section on economics is available.
Housing and Household Economic Statisticshttp://www.census.gov/ftp/pub/hhes/www/index.html Labor and Demographic Economics
http://wueconb.wustl.edu/EconFAQ/node435.html
Social and Economic Information Library http://www.oseda.missouri.edu/infolib/osedareprts.html
The Office of Social and Economic Data Analysis provides the Social and Economic Information Library. This library furnishes information on the demographic factors impacting various economic indicators.
The Social Statistics Briefing Room |
4.2.2 Demographics and Internet
Demographics information is a critical tool for the marketing profession. Because if we can understand the quantity and types of people that use a communications medium (Internet) we can determine both how to reach our target market (existing and new customers) and how we might want to tailor our message for those individuals.
Demographic trends are equally important. In other words our target audience might not be using the Internet today, but if the trends suggest they will be within 12 months, we should start planning our tactics.
From a marketing perspective, there are two “big picture” aspects to Internet demographics:
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We want to begin our Internet marketing strategy by understanding the technology demographics, Is our target market using the technology today and/or will they in the future? How can we effectively reach our audience on the Internet? Which web sites will our customer use?
The following links could be used for updating the information:The Internet World information Network http://magic.winnet.net/win/winpromo/windemog.htmAnd http://magic.winnet.net/win/winpromo/wwebstat.htmThe Weidt Group: The Internet http://www.twgi.com/intedm.htm
Network Wizards http://www.nw.com/zone/WWW/report.html ICorpSURVEY*NET http://www.survey.net/ |
4.2.2.1 The Internet is now a necessity
AOL and Roper Starch Worldwide conducted a survey of 1000 people in the U.S., who subscribe to online and Internet service from home. 50% said that the Internet is a necessity. The Internet is rapidly penetrating the everyday lives of people.
Many research firms are conducting regular studies of Internet demographics. CyberAtlas
(http://www.cyberatlas.com ) conducts their own research as well as consolidating the research of others on their Web site.
Here are just a few of the latest findings in US:
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4.2.2.2 Internet Survey #1 – Current Results Total Respondents: 13757
Demographics of Internet Users (and also some other findings, which also is a part of the 1to1 Marketplace Chapter 5 and drivers for change)
Age Group[ 3621] 26.3% – 26-30[ 2346] 17.1% – 22-25[ 1707] 12.4% – 31-35
[ 1596] 11.6% – 41-50 [ 1360] 9.9% – 19-21 [ 1136] 8.3% – 36-40 [ 642] 4.7% – 17-18 [ 596] 4.3% – 13-16 [ 554] 4.0% – 51-60 [ 115] 0.8% – 61-70 [ 45] 0.3% – under 12 [ 28] 0.2% – 71+ |
Sex[ 9601] 69.8% – Male[ 4146] 30.1% – Female |
Educational Background[ 4872] 35.4% – College[ 4047] 29.4% – College Graduate/Bachelors Degree[ 2378] 17.3% – College Graduate/Masters Degree
[ 1005] 7.3% – Some High School [ 926] 6.7% – High School Graduate [ 494] 3.6% – College Graduate/PhD+ [ 25] 0.2% – College Graduate/PhD |
Is your business associated with the PC/Computer industry?[ 5217] 37.9% – Computer industry-related |
Occupational Status[ 7650] 55.6% – Professional[ 5274] 38.3% – Student[ 584] 4.2% – Blue Collar
[ 238] 1.7% – Retired |
Related Industry/Classification of respondents[ 5496] 40.0% – Education/Student[ 3079] 22.4% – Service[ 1591] 11.6% – Publishing
[ 962] 7.0% – Other/Unemployed [ 888] 6.5% – Sales [ 645] 4.7% – Manufacturing [ 632] 4.6% – Government [ 454] 3.3% – Arts/Creative |
Primary use of the internet[ 6638] 48.3% – Research[ 3113] 22.6% – Entertainment[ 2068] 15.0% – Communication
[ 1245] 9.0% – Sales/Marketing/PR [ 679] 4.9% – Education |
Best feature of the internet[ 5161] 37.5% – Size of the network[ 2617] 19.0% – Quality of information
[ 1675] 12.2% – Multi-cultural/world-wide [ 1325] 9.6% – Communication speed/performance [ 1234] 9.0% – Array of features/client applications [ 942] 6.8% – Lack of regulation [ 792] 5.8% – Cost to use |
Second-best feature of the internet[ 3746] 27.2% – Size of the network[ 2275] 16.5% – Quality of information
[ 2141] 15.6% – Cost to use [ 1728] 12.6% – Multi-cultural/world-wide [ 1412] 10.3% – Array of features/client applications [ 1367] 9.9% – Communication speed/performance [ 1075] 7.8% – Lack of regulation |
Most-used internet application[ 7914] 57.5% – WWW[ 3737] 27.2% – E-Mail
[ 468] 3.4% – Newsgroups [ 330] 2.4% – IRC [ 159] 1.2% – Telnet [ 112] 0.8% – Other [ 65] 0.5% – Ftp [ 27] 0.2% – Gopher |
Second most-used internet application[ 7771] 56.5% – E-Mail[ 3674] 26.7% – WWW
[ 975] 7.1% – Newsgroups [ 403] 2.9% – IRC [ 356] 2.6% – Ftp [ 223] 1.6% – Other [ 200] 1.5% – Telnet [ 144] 1.0% – Gopher |
Respondents use the internet to:[ 5736] 41.7% – Write/setup web pages[ 4277] 31.1% – Have a personal web page
[ 3883] 28.2% – Promote a business [ 2841] 20.7% – Download/decode erotic imagery [ 2829] 20.6% – Send/Receive Video [ 2407] 17.5% – Decode binary images in newsgroups [ 1789] 13.0% – Develop software/applications [ 1230] 8.9% – Run a network [ 322] 2.3% – Moderate a newsgroup |
Respondent is a:[ 7639] 55.5% – US Citizen[ 2399] 17.4% – Subscriber/other service[ 2279] 16.6% – AOL subscriber
[ 1125] 8.2% – Compuserve subscriber [ 1083] 7.9% – BBS caller [ 599] 4.4% – Prodigy subscriber [ 446] 3.2% – BBS sysop |
Respondent has:[ 8133] 59.1% – Been responsible for others getting on the internet[ 5140] 37.4% – Purchased a product online
[ 4491] 32.6% – Bought a product advertised online [ 3935] 28.6% – Used a Shareware program/not register [ 3899] 28.3% – Registered a Shareware program [ 2450] 17.8% – Seen illegal activity conducted/promoted online [ 1465] 10.6% – Downloaded a pirated program [ 1416] 10.3% – Dated somebody you met online [ 818] 5.9% – Tried to hack another system |
What else do you like to do on the Internet?
Here we have a lot of different answers, quite diversified. From playing, shopping to research.
Conclusion
We should keep these demographics in mind when developing our Internet strategy. We have to keep our eyes on the latest research, though, since the user population is changing and moving closer to the «average» citizen.
4.2.2.3 NUA – DEMOGRAPHICS
4.2.2.3.1 Children
4.2.2.3.3 General Demographics
4.2.2.3.2 Seniors
4.2.2.3.4 Usage Patterns
4.2.2.3.5 Woman
4.2.2.4 The CommerceNet/Nielsen Internet Demographic Survey
Internet Statisticshttp://www.commerce.net/research/stats/stats.html
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I have chosen to integrate most of the trends concerning Internet and the user in the Marketing Analysis.
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